BSBMKG419 Consumer Behaviour: Up & Go Marketing & Communication

This assignment provides a comprehensive analysis of consumer behavior and marketing strategies for the 'Up & Go' liquid breakfast product, focusing on the target market segments in Harris Park, Parramatta, and Rosehill. It details the product features, demographic and consumer attributes, and evaluates the alignment of marketing strategies with the target market. The analysis includes a review of the pricing strategy, recommendations for improvement, and an assessment of the advertisement's effectiveness, particularly its impact on children. The assignment also discusses the positioning of the product in supermarkets and suggests bundling strategies to boost sales, highlighting the importance of emphasizing the high nutritional content in the packaging. Desklib offers a wealth of similar solved assignments and study tools to aid students in their academic pursuits.

Marketing &
Communication

Part A-Devloping a Product Profile
◆ Target Market- Harris Park,Parrametta and
Rosehill.
◆ Product Features-Up and Go liquid breakfast.
◇ Light and tasty whole grain cereal.
◇ Maramite
◇ Good Soyamilk
◇ Weet Box

Target market Segment
◆ Demographic- Age 5-65 (People of all ages)
◆ Gender-Male & Female
◆ Income-Middle to upper class
◆ Educated individuals
◆ Working Professionals, pensioners, kids,
families and individuals.

Consumer attribute
Attributes Habits
Routine Working class people who start early in the
morning.
Pensioners who typically rest all day and carry
gardening activities.
Newly wed couples with single child taking care
of their families
Requirements Healthy nutritional food for fulfilment of the
daily energy needs
Uncertainties The old breakfast eating habits, rich in unhealthy
junk food items and fruit juices.
Purchasing Power Moderate to high purchasing power parity. Also
the products are moderately priced to increase
the penetration of the products in the suburb
Usage of Products Start the day with healthy breakfast. Food on the
go, healthy juices while commuting to the jobs

Part B-Review and Present
Marketing strategies
Strategy is perfectly alignment with
the market segment.
Promoting it as a health breakfast.
Price point above the normal
breakfast cereal is a good way of
premium positioning.
Product placement in supermarkets
in Health and cereal section is apt.

Contd..
◆ Introducing a 2 pack for children will boast the
sales.
Views on Pricing strategy
Price skimming strategy has been used to
skim maximum profits.
Higher price will get the company increased profits
in the earlier stage, which can further be used to
reduce the price of the product in the later stage
to increase the penetration of the product.

Recommendation
◆ Specifying high nutritional content in the
breakfast packaging.
◆ Company to focus on bundling the product
to sell the least selling product.
◆ Positioning- One breakfast option taking
care of all the dietary requirement

Ad Analysis
◆ Ad Analysis
The ad which is divided into
2 screen encompasses
almost all the phase of
human life.
The ad clearly relates the
ad positioning with the life
cycle of an individual.
The ad showcases content
which implies that the
breakfast product is for the
people of all ages.
◆ Effect on Children
If the product will be
broadcasted on the TV
channels which children
view, they are sure to get
excited and engage with
the product.
This will surely increase the
sale of the product in the
kid section .

Effectiveness of the Proposed Strategies
◆ The pricing strategy will help the product
being perceived as a premium product
which will draw people to its natural high
nutrient quality.
◆ The positioning of the product in the
supermarket clearly resonates with the
value of the product; Healthy breakfast,
Cereal breakfast.
◆ The marketing and promotions have to be
highly targeted for better penetration

Thanks!