MBA404 Consumer Behavior: Marketing Strategy and Dairy Farmers

This report provides a comprehensive analysis of Dairy Farmers' marketing strategy and communication mix in Australia, focusing on their FMCG products. It examines the company's current marketing approach, which centers around cause marketing and sustainability, and evaluates the effectiveness of advertising, sales promotions, and public relations efforts. The report incorporates findings from consumer surveys to assess brand perception and competitive positioning. Strategic recommendations are offered, including the implementation of integrated marketing communications and a cost leadership strategy, to enhance market reach and customer loyalty. The analysis concludes that by adapting to the evolving marketing landscape and prioritizing customer needs, Dairy Farmers can strengthen its brand presence and achieve sustainable growth in the Australian market. Desklib provides this document and other resources for students.

Running head: MARKETING STRATEGY AND COMMUNICATION MIX
Marketing Strategy and Communication Mix
Name of the student
Name of the University
Author note

1MARKETING STRATEGY AND COMMUNICATION MIX
Executive Summary
The main purpose of the report is to throw light on the milk products offered by Dairy
Farmers in Australia. It discusses about the recent marketing strategy and the marketing
communication mix in relation to the company. The report discusses that advertisement, sales
promotion along with public relations helps in marketing the company which can be of great
help for the company in realizing the aims. The report also puts forward strategic
recommendations that can be beneficial from the point of view of marketing of company. The
report recommends that integrated marketing communications and cost leadership strategy
can be used that can promote company in Australia.

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Table of Contents
Introduction................................................................................................................................3
Product Overview.......................................................................................................................3
Critical Analysis.........................................................................................................................4
Current marketing strategy.....................................................................................................4
Marketing Communication Mix.............................................................................................5
Findings......................................................................................................................................6
Strategic Recommendations.......................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9

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Introduction
Marketing strategy refers to the plan of a business that can help it in reaching people
so that they can be turned into customers of a product or service. Marketing strategy
comprises of value proposition and marketing messages of a company. Marketing
communication mix is indicative of specific methods that can help in promotion of a
company so that it can reach targeted customers. Milk is an important ingredient among the
dairy foods in Australia as it contains the essential nutrients that people need for maintaining
good health. Dairy Farmers Pty Limited is a trusted milk brand in Australia that exists since
the year 1900 (Dairyfarmers.com.au., 2018). The range of dairy products of Dairy Framers
Pty Limited is being enjoyed by the families in Australia for many generations. This report
elaborates on marketing strategy of Dairy Farmers Pty Limited. It discusses about the
marketing communication mix of FMCG product of the company called Dairy Farmers Pty
Limited in Australia. The report also states if consumer behaviour factors (in Assessment 1
and Assignment 2) are in accordance to the marketing strategy of Dairy Farmers.
Product Overview
Dairy Farmers sells fresh milk for the kids which is tasty and also convenient. The
milk of Dairy Farmers contains calcium that makes it a recommended product for the kids in
Australia. The milk of Dairy Farmers is delicious and it is also nutritious as it provides
calcium, potassium, protein, Vitamins B2, B12, iodine and phosphorus (Menon et al., 2015).
The products that are popular are Skim Milk, Original Milk, New Milk and Lite White Milk.
The milk is sold in cartons of 200 mL, 300 mL, 600 mL and 1 litre. The creamy taste of the
milk of Dairy farmers is greatly popular among the people in Australia. The milk acts as a
natural source of the protein and it does not contain any artificial additives that makes it
greatly favourable among the Australian population. The dairy farmers of the company work

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with a lot of dedication and the manufacturing teams helps in ensuring that the products have
the exact standards. Dairy farmers also sell long life milk that lasts for a longer time. The
milk is heated at high temperature that can help in the aspect of storing unopened cartons for
serving a long period.
Critical Analysis
Current marketing strategy
The marketing strategy that is adopted by Dairy Farmers is cause marketing. Cause
marketing helps in linking the product or the service of a company to that of a social cause.
Cause related marketing that is adopted by Dairy Farmers helps it in catering to the needs of
the consumers in Australia. Dairy Farmers is passionate regarding the farming communities,
quality of milk, animal welfare and the environment that helps in ensuring the aspect of
sustainability (Biswas & Roy, 2015). Dairy Farmers encourages the farmers to have work-
life balance by involving them within local community. It helps in providing sense of the
belonging that acts as a protective factor in relation to well-being. With the help of Dairy
Pride, the farmers are provided with the tools so that they can incorporate labour management
along with farm safety techniques in the process of milk production (Olson et al., 2018).
Personal Support Program is designed that helps in assisting the daily farmers and their
families in meeting challenges. Dairy Farmers looks after the interests of the community that
helps it in building a strong relationship with the community. The products of Dairy Farmers
are made by making use of high quality milk which is sourced from the dairy farms in
Australia. Food safety program, herd management along with quality tools helps in ensuring
that the milk that is produced at Dairy Farmers is of supreme quality. Food safety program
helps in ensuring that dairy milk is produced from the farms that have documented
procedures (Baker, 2014). The dairy framers of the company look after welfare of the
animals. The dairy farmers are well-cared for by the farmers and the animal welfare practices

5MARKETING STRATEGY AND COMMUNICATION MIX
help in maintaining integrity in relation to Daily Farmers Australia. Dairy Farmers helps in
ensuring that milk is of high quality along with the fact that the milk is produced from the
healthy cows. The tools are provided to the farmers that helps them in managing the aspect of
water along with energy usage. The tools help the farmers in the identifying regarding
whether the savings can be made. Land care grants are provided to the farmers that helps the
farmers in developing sustainable practice in relation to the farms which can increase the
efficiency of their business.
Marketing Communication Mix
Advertising: Advertising is used by Dairy farmers for the promotion of their products
that helps them in reaching a broad consumer base in Australia. The advertisements push the
image of milk from an old fashioned drink to one that is interesting (Todorova, 2015). The
advertising helps in increasing the consumption of milk of Dairy Farmers and it arrests the
decline in milk consumption owing to the emergence of soft drinks in the market (Armstrong
et al., 2015). The advertisements on posters and flyers can help more people in knowing
about the unique aspects of products of Dairy Australia.
Sales Promotion: Dairy Farmers Pty Limited takes recourse to sales promotion that serves
the purpose of marketing of their product. It communicates directly with media along with
health professionals that helps in revealing the superior quality of the milk of Dairy Farmers
in Australia (Lusch & Vargo, 2014). The sales promotion of Dairy Farmers is carried out
with the help of campaigns that states that in the event of buying fresh milk from the
company 10 cents of a litre would go to the drought relief fund.
Public Relations: The Public Relations of Dairy Farmers helps to manage information in
between the dairy business and the buyer of their products. Articles are generated that
features a client that helps in making the company popular in dairy industry of Australia. It

6MARKETING STRATEGY AND COMMUNICATION MIX
helps in informing prospective customers along with stakeholders about the innovative milk
products offered by Dairy Farmers (Fill & Turnbull, 2016). Profile raising events are held by
Dairy Farmers that helps in increasing the brand image of Dairy Farmers in Australia. The
public relations through the online platform with the help of the dairy farmer professionals in
Australia helps in spreading influence of the company within Australia (Wensley, 2016). The
sponsorships of Dairy Farmers helps in spreading influence of brand in the market of
Australia.
Findings
Survey brought out in Assessment 2 showed that people can turn out to be loyal
customers in the event of being targeted in the right direction. It threw light on the fact that
there are a large number of competitors of Dairy Farmers like A2 milk company, Lion Dairy
and Drinks and Canberra Milk that provides competition in the path of the company, Dairy
Farmers in Australia. Marketing can act as a boon for Dairy Farmers in getting an edge over
that of the competitors. Marketing communication practiced by Dairy Farmers can make it
possible for the Australian population to know about the milk products offered by Dairy
Farmers. Advertising, sales promotions along with public relations will be able to help more
people within Australia in knowing about the high quality of the products sold by Dairy
Farmers (Solomon et al., 2014). The fresh and the skimmed milk products of the company
would be purchased by people who would come to know regarding the product through the
medium of advertisements. The milk products does not contain any preservatives that makes
it a safe product for the kids and the young people within Australia (East et al., 2016).
Survey carried out in Assessment 1 revealed that respondents were happy with the popular
brand. Primary research in Assessment 2 showed that the advertisement by making use of
posters and the flyers can help in drawing more people towards the popular brand. It showed
that there existed many consumers who compares brands before the act of purchasing and

7MARKETING STRATEGY AND COMMUNICATION MIX
marketing communication mix can help in increasing customer base in relation to Dairy
Farmers Australia (Kitchen & Burgmann, 2015).
Strategic Recommendations
1) Marketing landscape is undergoing changes at a fast pace and marketing specialists of
Dairy Farmers can use the innovative marketing strategies which can be useful for
influencing buying decision of customers. Integrated communication campaign can be taken
recourse to by the company which can aid in the process of marketing of the dairy company
( Pavlou & Stewart, 2015). The amalgamation of old along with the new methods of
marketing can create cohesive marketing campaign which can attract customers. Social media
platform can be made use of by Dairy Farmers which can help in earning more revenue for
company.
2) The diversification of marketing team of Dairy Farmers can improve performance in
relation to the company. The exposure of the company will be able to help the company in
reaching a larger audience. This would be able to provide satisfaction to people who belong
to the diverse groups.
3) Dairy Farmers can make more amount of profit by reducing the prices of the products that
can help the company in making the company competitive in the market of Australia. Cost
leadership strategy can be used by the organization that can help it in appealing to the price-
conscious customers. This will thus be able to help the organization in achieving economy of
scale that can pave the path for a large market share when compared to that of the
competitors.
Conclusion
Marketing strategy is indicative of business plan which can help the company in
reaching a wide audience. Dairy Farmers produces milk that comprises of calcium which

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makes the product recommended for the young population living in Australia. Milk of the
Dairy Farmers being delicious and nutritious can help in catering to the needs of a large
number of people in Australia. Cause marketing adopted by Dairy Farmers can help them in
targeting a large consumer base on account of the factor of sustainability. The campaign of
Dairy Pride helps in providing tools to the farmers that can assist in milk production process.
Personal Support Program can help the famers in overcoming the various challenges. The
products of Dairy Farmers are promoted by taking recourse to advertising and the sales
promotion. Public Relations in relation to Dairy Farmers can manage the information in
between business and that of the buyers. Integrated communication campaign can be used by
company that can offer help in the arena of marketing of milk products. The company can
make use of cost leadership strategy which can appeal to the customers who are price-
conscious.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer
behaviour in emerging economies of the East. Journal of Cleaner Production, 87,
463-468.
Dairyfarmers.com.au. (2018). Milk Matters to Us | Dairy Farmers. Retrieved from
http://www.dairyfarmers.com.au/
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications
in marketing. Sage.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work
at a strategic level. Journal of Business Strategy, 36(4), 34-39.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog,
debate, and directions. Routledge.
Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (2015). Effective Marketing
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Cham.

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Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human
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business and marketing strategy implementation. Industrial Marketing
Management, 69, 62-73.
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Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R.
(2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Todorova, G. (2015). Marketing communication mix. Trakia Journal of sciences, 13(1), 368-
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