BSBMKG401 - Market Profiling: A Case Study of Aztec Rose Swimwear

This case study provides a detailed market profile of Aztec Rose, an Australian swimwear brand, within the BSBMKG401 context. It begins by defining key marketing terms and exploring market segmentation criteria, target market identification, and positioning strategies. The analysis focuses on Aztec Rose's geographic, demographic, psychographic, and behavioral segmentation within the Australian swimwear market. It also assesses the brand's personality, price-quality evaluation, and competitive comparisons. The study highlights Aztec Rose's strengths in fast fashion, trendy designs, and a well-defined marketing and distribution strategy, including international expansion plans. The importance of customer feedback is also addressed, underlining its impact on business sustainability. Desklib is a platform where you can find similar solved assignments and past papers.

BSBMKG401 PROFILE THE
MARKET

Table of Contents.
MAIN BODY...................................................................................................................................3
PART A ..........................................................................................................................................3
1....................................................................................................................................................3
2....................................................................................................................................................3
3....................................................................................................................................................4
4....................................................................................................................................................4
5....................................................................................................................................................5
6....................................................................................................................................................6
PART B............................................................................................................................................6
QUESTION 1...............................................................................................................................6
QUESTION 2...............................................................................................................................8
PART C ...........................................................................................................................................9
REFERENCES................................................................................................................................1

MAIN BODY
PART A
1.
a) Criteria in specific reference to the marketing refers to the measurement tool used by the
customers to select the different products on the basis of quality, price and its characteristics.
b) Positioning means that the stand of your product in comparison to the same product or service
in the given marketplace and among the targetted consumers.
c) Segmenting the market and choosing the potential audience to whom an organisation is
willing to offer the product or service is known as targeting strategy.
d) Distinctive need refers to a unique quality, characteristic, superior strength of the product of
an organisation which distinguishes a company from its challenger.
e) Demographic descriptions includes certain traits on the basis of which potential customers or
groups of the audience are divided such as age, sex, occupation, income, race and family status.
f) Prospective user refers to an individual who willing to enter into a contract for an additional
service.
g) Psycho-graphic description refers to the methodology which is used to elaborate the attributes
of humans like lifestyle, values, desires, goals, attitudes and interests.
h) Marketing plan is the promoting strategy that an organisation would adapt to sell its product.
The plan would determine the strategies to attract the targetted audience by adjusting the price of
the products.
I) The term Australian Bureau of Statistics (ABS) refers to the term which provides necessary
data so to have knowledge regarding the market nature which helps to compare to other
businesses.
j) Australian Marketing Institute Code of Conduct refers to an important organisation which
maintain the standards, principles, guidelines, rules and norms for the professional marketers in
Australia.
2.
a) The term market segmentation is the process of dividing the customers into groups being
relied on the common characteristics (Lai, Yang and Cui, 2021). In other words, it refers to the
marketing strategy which aids to determine or identify specific product line that is being
presented so to attract their interests.

b) The six general criteria for market segmentation are as follows:
 Demographic segmentation: It differentiates the potential customer’s by who they are
which is completely dependent on the B2B or B2C.
 Geographic segmentation: It separates the audience on the basis of their location i.e.
country, continent, region, state or city.
 Behavioural segmentation: It distinguishes the potential customer’s in regard to the
earlier behaviour in reference to your brand.
 Transactional segmentation: It is also known as RFM which determine the spending
patterns of the audience to figure out the valuable customers (Liu and et.al., 2019).
 Psycho-graphic segmentation: It splits the customer’s on the basis of their personality
such as attitude, value or lifestyle.
 Needs-based segmentation: It divides the group of your customer on the basis of wants
they are seeking.
3.
A business need to identify the “target market” because it helps to identify the customer
who are ready to pay for your product or service. To thrive the business there is need to know
your target market so to frame the strategies according to the needs of the customer. This would
help to provide an edge over the competitors in the given industry. It would assist the owner to
figure out what characteristics they are being needed in the product. After identifying the target
market the expectations of the potential audience could be easily managed and discourage
unrealistic demands on the end of the customers. It would also help the business to frame the
advertising approach by identifying the different modes of advertising the products to the
targetted audience. If an organisation is able to identify the target market it would assist directly
to connect with the particular customers which would improve the consumer relation and
communication. It would enhance the reputation of the company by deepening the customer’s
loyalty.
4.
The steps to choose one of the positioning strategy which should be used in the market
place are:

 Identify the target audience: The very first thing an organisation would
do is to figure out the targetted audience which aids the company to
determine the positioning strategy being used in the market place.
 Analyse the current situation: The next step is to completely study the
current situation of the company which helps to select which positioning
strategy is better.
 Determine the high competitors: The another step is to know the
competitors in the market and how they are being forward from the
company.
 Describe the competitive advantage: Further, to determine the
positioning strategy it is important to elaborate the competitive advantages
of the competitor so to modify the positioning strategy framed by an
organisation (Fayvishenko, 2018).
 Discuss the value proposition: To choose one positioning strategy,
introducing the purpose of the business for which it was being established,
defining what the company stands for which is a statement or intent of an
organisation for which it was being formed.
5.
After determining the target market there is a step to profile the target audience by
adopting following ways:
 Create description of potential customer: Before particular demographics there
is a need to know the customers first. There is a need to know the attitude of the
customer and for deciding the profile the product's price and scalability is
important.
 Research ideal customer demographic: Now that the company is aware of the
potential audience the geographical area is easy to determine. There are other
factors which helps to set profile for the target customers such as age, location,
social media sites, income and family status.
 Evaluate the wants and hurdles of targetted customer: After finding out the
potential customer the company should identify the wants and problems which

they are facing from the existing market. This would aid to define the niche in the
given market.
 Discuss how customers would approach: The last step to take is by determining
the methods by which the targeted audience could find the company. This would
require figuring out customers spending time and promote the products their only.
6.
a) Customer feedback assist the company to identify what is significant to the potential
customers and effective & efficient listening to the customers is important to enhance
relationships, increase loyalty, better development resulting in a sustainability of the business
(Mourtzis and et.al., 2018). In today's world, many companies are providing feedback form
which is a great way to connect with the audience.
b) There could be so many negative implications after detailed feedback was given by the
customers on the company such as decrease in the brand name, less engagement with the
customers, decrease in the sales, reduction in the employees motivation and low profitability of
the business.

PART B
QUESTION 1
Australian swimwear market could be witnessed a bit ahead of American market when it
comes to revealing beachwear, swimwear or surfing wear. Aztec Rose which is one of the
Australia's leading fashion lifestyle established in 1993 that covers a large market of the given
industry in Australia. Due to the range of swimwear the quoted company has offered such as one
piece, bikinis, tankinis, mono-bikinis with the latest and innovative fabric, print and trim
(Temerak, 2019). They also provide kaftan and over-swim wear providing a glamorous edge on
the beach. The case study would consider the four dimensions of Australian swimwear market
such as:
 Geographic: The geographic segmentation could be sub-categorized into further
essential elements like the coast, city, inland, weather and the county. Australian
coastline covers approximately 21126 miles excluding small offshore islands
(Filice, Neiterman and Meyer, 2019). The country is famous for its beaches and
have around 12000 beaches in different countries like Sydney, Gold Coast, Byron
Bay etc. The sunny and warm weather also attracts the audience to spend money
on beachwear which the Aztec Rose company is providing.
 Demographic: The potential customer who purchase bikinis could be segmented
on the basis of age, income and occupations mostly. Gender is the factor which
significantly have minimal effect as the industry products are women-oriented. It
is basically proved that the young generation are the targetted audience of the
quoted company as it has wide variety of price range products which highly
dependent on the income of an individual. The occupation of the audience played
a crucial role whether they are working, studying or retired.
 Psycho-graphic: Purchasing a beachwear or swimwear has relied on the
customer psychology. The customers are being segmented on the basis of indoor
and outdoor use of bikinis because most of the audience prefers to wear in their
private luxury villa, passive dressing relied on the sports style used while surfing
and diving. The quoted company unique design also attracts the consumers to
select the products.

 Behavioural: The potential audience in specific reference to behaviour
segmentation is divided into frequent and occasional buyers. The given company
treats both the kind of buyers equally results in the rapid growth in the Australia.
Aztec Rose sells their product to the large and small retailers by highly investing
on the photo shoots for posters and catalogues. The quoted company has become
the international brand with a dynamic approach as fashion trends are ever-
changing in a short duration of time.
Therefore, it is clearly visible that the Aztec Rose is an outstanding beachwear and surf
brand of Australia which is one of the first brand to provide feminine Australian surf culture. The
marketing and distribution strategy has been well-defined with the help of the quoted company
label and deal only with the first-class retailers in Australia as well as Bali, UK, Hong Kong,
New Zealand and Singapore. The company is planning to enter US and European marketplace
with the help of international brand name or reputation of the company. The quality and
diversified price range would attract the potential audience of different nations.
QUESTION 2
a) Brand: The brand personality of Aztec rose is cool, quirky, fashionable and modern. It has
built the very apt brand image in times of fast fashion, it is well-established and connected with
the fashion, prints, trends of recent times to have more turnover, sales. It has industry experience
of more than 30 years which makes the brand visible over these years. The swimwear derives its
inspiration from the sporty and colourful lifestyle of beaches in Australia and trends available
globally (Marmolejo-Duarte and Chen, 2022). Aztec rose is an international beachwear brand
and it is a popular swimwear brand. It is effortless yet fashionable at the same time, offering best
styles. Its products like one piece, tackinis and separates are available in multiple outlets of
Aztec rose. Motto of the brand is that the clothing pieces it is selling should look good anywhere,
whether in a bar or a beach or club. It should be sophisticated and stylish which raises the
eyebrows.
b) Price quality evaluation: price and quality of the company can be understood in the context
of industry. This measure takes both price and non price attributes such as quality price and
productivity or opportunity to evaluate the company's pricing. Company's quality of products is a
not the biggest segment where it is leading as Aztec rose has its focus on fast fashion which
means providing trendy fashionable, quirky design, patterns with current prints trending globally.

Company tries to maintain the best quality in the price range it is providing (Ruiz-Real and et.al.,
2020). The pricing of the company is kind of leadership strategy as company tries to keep prices
at par with the pricing of the other companies in the market. Swim wear market in Australia is
extremely competitive where market players are kind of working on pricing strategy.
c) Competitive comparison: the top competitors in the market of bikini and beachwear are also
having the similar focus where they are trying to provide the best possible trendy bikinis and
swim wears at the lower most prices. The major competitors of Aztec rose are colleen Kelly
designs, fiu fiu bikinis, dangerous curves, micro kitten Brazilian and dirty bird bikinis. The price
range of all major competitors lies in the same range which is $30 to $100 and Aztec rose's price
ranges from $50 to $100.
When all other competitors are abiding with hyper pricing, the focus of the organization is to
make its products available on affordable prices. So for fulfilment of the purpose it is imparting
cost leadership. The cost of operations are kept lower in order to offer cheaper prices to the
clients (Zacca and et.al., 2021). Company is diverting huge funds towards a competitive
marketing strategy which can even further give an edge to the company, Aztec rose has the
remarkable presence online which brings more young customers onboard as company's focus is
young customer centric approach. Grabbing more market share is something the company is
looking forward to by the leadership strategy.

PART C
Market positioning strategy of the Aussie Broadband established in 2008 which is an
Australian operated telecommunication service based in Victoria. It provides internet to the
home or businesses with super fast connectivity.
The five sources being used to segment and profile the market
Geographic, demographic, psycho-graphic and behavioural are the four main sources of
the segmenting the market (Brydges, Heinze and Retamal, 2021). Apart from these, there are
other strategies which are being used to split the market are as follows:
 Firmographic source
 Generational source
 Life stage source
 Seasonal source
 Value source
Identifying the market segmentation
It is a strategy which select group of audience so that certain product line could be
expressed to them which attracts the consumers (Ferrers, 2020). The three target group which are
being identified and estimated the consumer market potential using the four dimensions such as
geographic, demographic, psycho-graphic & behavioural are:
 Teenagers: For Aussie Broadband, teenagers who are in school is one of the new target
group of the company because during the Covid-19 pandemic academic institution has
moved online and teenagers of Australia is the new target audience of the quoted
company. The characteristic of the teenager is that in the today's digital era with the
innovation and technology internet plays a significant role in the children life. Every
location in the Australia where there are schools needed internet connection. The
targeted audience has segmented on the basis of their sex, age and educational level.
They are segmented in regard to their mental, emotional, motive and preference of the
targeted groups. It is based on their beliefs, lifestyle, values and attitude. The behavioural
segmentation could be based on the customer's behaviour in specific reference to the
product or service.

 Small businesses: It is another target groups which has to shift their working online due
to the impact of the pandemic in Australia. This country was badly affected by the global
disease and small businesses prevailing over their focused mainly on the online platform.
Each and every part of the country where the businesses are working is the crucial
market for the Aussie Broadband (Borg and Smith, 2018). The demographic
segmentation of the businesses is based on the occupation and income of the businesses.
The target group is further divided according to motive of the business and the
businesses behavioural segment should be attributed according to the behaviour of the
companies.
 Schools and Colleges: For Aussie Broadband, schools and colleges are the another
major target group who highly relied on the internet during and after pandemic. Many
reputed colleges had started various distance learning programmes and hybrid modes
after the pandemic. Australia has better colleges to pursue MBA, therefore areas where
most of the colleges are being located is the geographic segmentation which splits the
market. The target group is further divided considering their students age, sex,
educational level, income and nationality. The morals, values, lifestyles, beliefs, interests
of the students must be ascertained while segmenting target audience based on the
psycho-graphic. The behaviour of the target group plays an important role while
determining the behavioural data.
Strategic marketing with the most appropriate strategy
Aussie Broadband rely on the multi-segment marketing which is the process of
segmenting the target market into different groups so to target the audience with a different
product or message (Kuang and et.al., 2020). The users are divided into various parts such as
companies, businesses, children, college students and public. The quoted company is targeting
the various groups with different plans of data and voice calls. They have diversified price plan
to attract different customers resulting in helping the company to cover most of the potential
users. This strategy would benefit the company by improving the brand loyalty and user
engagement. It covers the niche market by growing the capabilities in the market. It provides the
company an advantage by learning more about the customers as they are bifurcated into
segments which helps the company to know the needs and problems of the customer's

(Gainsbury and et.al., 2020). Therefore, with the multi-segment marketing strategy the brand
discover the new market in the Australia by improving the product development which aids to
create strong marketing campaigns resulting in customer loyalty and profitability. It would
develop clarity which is one of the biggest merit of multi-segment approach of marketing. To
divide potential audience it would result in removing the clutter of data collected. After
evaluating the potential audience the company could better understand the needs and wants of
the customer resulting in improvement in the customer engagement. The other important role
that multi-segment marketing plays is that it would assist to identify the hidden market and
unleash the chance to grow and develop in the potential niche market.
Positioning strategy
The market positioning strategy could be determined by identifying how the business
want the brand to be watched by the consumers (Tariq, Wai and Muttil, 2020). The strategy
could be based on the following factors such as competition, customers, company, marketing
mix and repositioning for the given industry.
 Competition: The Aussie Broadband had a tough limited share within the internet
service provider industry as there are many top companies like Westnet, Activ8me,
Exetel, Dodo, Supanet are the biggest rivalry within the industry.
 Customers: The quoted company with a better reputation due to the transparent customer
service being a fifth largest service provider connecting almost 3,00,000 users. They
provide superior service and resolve the feedbacks in a better way.
 Company: The given company is a public company having three directors of which two
must be the residents of Australia. They had sold all the portion to the public with the
help of initial public offering. The main advantage is that they could raise capital by
selling equity to expand their market.
 Repositioning: The quoted company had come up with the new Optus deal providing
full access to the 4G and 5G networks resulting in covering the 98.5% of the population
of Australia.
 Marketing mix: Aussie Broadband based on the 7Ps of marketing mix to frame strategy.
They relied on the following product, price, promotion, physical evidence, people,