Analysis of Key Marketing Forces and Australian Brand Strategies

This report delves into the dynamic world of marketing, identifying and analyzing three pivotal forces: digital marketing, trade marketing, and public relations. It explores how these forces shape consumer engagement and brand strategies. The report examines the evolution of digital marketin...Read More

The three key forces
driving the new marketing
realities. How are they
likely to change

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Three key forces driving the new marketing realities.............................................................1
2. Brands and products which speak successfully to consumers................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is the strategy which assist the company in creating awareness among
consumers about its products and services and further assist in creating communication with
buyers. It is important for the organisation to determine the use of marketing drivers in order to
make marketing activities successful. Further, the report will evaluate three key drivers of
marketing that is digital marketing, Trade and Public relation. Thus, it will outline the two
companies of Australia which speaks effectively of targeted group of consumers with their
marketing techniques.
MAIN BODY
1. Three key forces driving the new marketing realities
Marketing plays a vital role in connecting and creating communication with consumers.
It helps the firm in analysing the needs and wants of buyers and in creating awareness among
consumers about the new products and services of the company. It is the most common
technique which is used by brands to interact with people across the globe. There are many tools
and key drivers of marketing such as:
Digital Marketing: It is the most advanced driver of marketing as it helps the firm in
connecting with large number of population at one same time. This provides various and
different types of techniques to attract and grab the attention of consumers. The major tolls of
this marketing techniques are, Television advertising, social media and web advertising etc. In
this the company determines the concepts analyses the important context, research about the
market factors and then advertises it through electronic devices (Buchanan, Kelly and Yeatman
2017). The advancement is health achievement continuously which is enhancing advantage for
the marketing field. Further, these days almost all people spend their most time on internet as it
can be accessed on laptop, televisions, smartphones etc. therefore it is the most used and is the
best way of marketing which is being used by most of the organisations to promote and create
awareness among buyers about their products and services.
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Trade: Trade marketing is the strategy in which the company markets and promotes its
products with many other similar products. thus assist the consumer in differentiating between
the similar products and services offered by different companies. Trade marketing has started
reducing the need of physical stores as they avail all type of products at same place and that too
online. In this the marketing products is not much needed because when offering products on
virtual stores the brand communicates with consumers through various other strategies such as
uniqueness of product content, pricing, making packaging etc (Rinallo, Bathelt, and Golfetto,
2017). In this concept no marketing and management strategies work because in virtual stores re
products of and enterprise are placed against competitors and the consumers own completely
right to make comparison between the similarities and dissimilarities of products.
Public relations: It is the marketing strategy in which the company is more focused on
communicating with consumers instead to attracting consumers with regard to products
attractiveness. In this the firm directly connects with the need and wants of consumers and it
assists the firm in evaluating loopholes and shortcoming of its products and services on initial
level. Further, Developing strong consumer base is the best strategy to increase the market share
as in this the buyers directly shares their complaints and queries with the marketing team if an
organisation (Daymon and Holloway, 2010). Apart from this it is the management of interaction
between public and entity. In this the marketing team of the company directly targets the
potential consumers in order to create brand awareness or innovation in its goods and services.
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Illustration 1: Digital Marketing
Source: (Digital Marketing Service, 2017)

Thus, in accordance to digital marketing it can be said that in future it will assist the
organisations in enhancing its market strategies and tactics a because it started from TV
advertising and now its has reached to social media where it gets connected to every possible
consumer of companies product (Kannan, 2017). With the continuous development, it has been
analysed that the digital technology will be the best tool for promotion which will assist the firm
in making clear and most easy communication with larger number of population at one same
time. On the other hand, Virtual store marketing is growing as per the other changes in market
and it is platform for marketing which will create and enhance the major competition for the
products which can be substituted. Therefore, with the growing advancement it can be denoted
that in future it is important for the companies to make appropriate innovation in their products
which are sold in Virtual stores in order to stand out in competition. However, public relation is
the marketing tool which remains constant but the technique of maintain effective relation and
targetting potential consumer are enhancing day by day. In future it is possible that the
companies start using different techniques of enhancing public relation that is offering door to
door services to targeted consumers, offering schemes and discounts at different level and with
innovative criteria (Toon and et.al.,2016).
Competition is the major focus with impacts the marketing and strategies of company as
there are number of rivalries using new strategies of attracting consumers and making their
products and services unique in comparison to industry rivalries. Further, the changing trends of
marketing has become challenging for the business. Changing government regulation is the
major source which impact the marketing strategy of companies because the regulation limits the
product's innovation as companies are liable to label all the ingredients and content in the goods
to consumers. Thus, the increasing trade barriers has vast the competition of local suppliers
because in this the large multinational companies are substituting the domestic products and at
low prices. Digital marketing is tool which holds the marketing advantage in future because the
technological advancement is continuously upgrading with the increasing competition.
2. Brands and products which speak successfully to consumers.
There are two Australian company whose marketing techniques attract the market
according to age group that is The Iconic and Kogan. These are the leading Australian fashion
and retail organisation which offers their products online and offline. The enterprise uses every
possible marketing technique to create awareness among consumers about its products and
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services. Further, both the company have their own tactics and marketing tools to attract
targeted buyers. The Digital advertising technique of Iconic is the best strategy as in this the
company targets the consumers on social media where it advertises about the products and
apparels according to the age group mentioned on the specific sites of social media. This is the
best strategy which assist the management in segregating consumers and attracts buyers
according to their requirement. The digital marketing techniques use by Iconic are the best
because in this the company make use of eye catching advertisement where it markets about its
apparel with the helps of audio visual tools. In accordance to marketing technique The Iconic
holds the advantage over marketing techniques because most of the advertisement of
organisation targets the age group between 10 to 25 which denotes the effectiveness of strategy
and attracts most people.
However, Kogan uses various marketing strategies but in accordance to Iconic the
company lacks the strategy of targeting specific age group. It is organisation which offers
different types of home ware products with apparels and due to which its marketing activities are
segregated according to products and not according to the fashion and specific age group. In
contrary, the marketing techniques of the firm are effective when it comes to maintaining
effective public relations (Gordon, 2012). Hence, keeping in mind the market base of Kogan it
has been analysed that the company can improve its marketing and can target more consumers
by determining the potential consumers of specific products. The analysis will assist the
enterprise in targeting those buyers through digital targeting tools such as social medial channels
and emailing (Buchanan, Kelly and Yeatman, 2017). The advancement of technology and tools
are growing continuously therefore its s the best strategy which can assist Kogan in improving its
marketing and targeting people of specific age group for its particular products. Henceforth,
Iconic is the Australian Company which speak to most consumers according to their specific age
group whereas Kogan offers fashion and Homeware products due to which its lack targeting
people according to age.
CONCLUSION
The report summarized that Digital marketing, trade and Public relations are the three key
drivers of marketing which assist in connecting and creating communication with consumers. IT
has been determined that marketing helps the firm in analysing the needs and wants of buyers
and in creating awareness among consumers about the new products and services. Further, the
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report outlined two Australian company whose marketing techniques attract the market
according to age group that is The Iconic and Kogan. Thus, it has been concluded that the
marketing techniques of Kogan are effective when it comes to maintaining effective public
relations but it does not target people of specific age group.
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REFERENCES
Books and journals
Buchanan, L., Kelly, B. and Yeatman, H., 2017. Exposure to digital marketing enhances young
adults’ interest in energy drinks: An exploratory investigation. PloS one. 12(2).
p.e0171226.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Rinallo, D., Bathelt, H. and Golfetto, F., 2017. Economic geography and industrial marketing
views on trade shows: Collective marketing and knowledge circulation. Industrial
Marketing Management. 61. pp.93-103.
Daymon, C. and Holloway, I., 2010. Qualitative research methods in public relations and
marketing communications. Routledge.
Toon, M. A., and et.al., 2016. Processes and integration in the interaction of purchasing and
marketing: Considering synergy and symbiosis. Industrial Marketing Management. 52.
pp.74-81.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix.Australasian Marketing
Journal (AMJ). 20(2). pp. 122-126.
ONLINE
Digital Marketing Service. 2017. [Online]. Available through: <https://seotask.in/digital-
marketing-services-in-mumbai/>.
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