Marketing Concepts, Target Customer and Market Segments Report

This report delves into key marketing concepts, focusing on target customer identification and market segmentation strategies. It examines the marketing approaches of the Smith Family, Billabong, and Nestle, illustrating how these organizations apply marketing principles to reach their respective target audiences. The report analyzes the marketing concept as a philosophy of understanding and satisfying customer needs, evaluating how the Smith Family's literacy programs and Billabong's brand positioning align with this concept. Furthermore, it explores Nestle's product launch of Nescafe Gold Organic, analyzing its target market and the effectiveness of its market segmentation strategies based on demographic, psychographic, behavioral, and geographic variables. The report concludes that Nestle's market segmentation is systematic and effective, supporting the successful introduction of their new coffee product.

Running head: Marketing concepts, target customer and market segments 1
Marketing and strategy
Marketing concepts, target customer and market segments

Marketing concepts, target customer and market segments 2
Activity 1a
The smith family is an independent Australia non-profit organization. The main aim of
this charity to develop opportunities for disadvantage children and their family so that they can
encourage them to participate in the society and to participate, it uses the tool of education. The
marketing concept is considered as the philosophy which is being used to analyze the needs of
the customers and after that it takes decision for the purpose to satisfy those needs in the
environment of competition. It implements the marketing concept which covers the needs of
clients and tries to resolve their query as soon as possible (Smith, 2008). It started a literacy and
learning programs which is the exchange taking place. Learning life programs has the power to
change the lives through breaking the cycle of disadvantage. It is the program which support
practically, emotionally and financially. It starts to give support from early year children to
primary and high school. They get profit from running learning programs for the disadvantage
children and for running this the corporate partners of smith family, trusts and foundations and
the government partnership spent almost 82 cents to help disadvantaged children so that they can
participate in the program of education. Yes, these activities are applying the marketing concept
because the main aim of marketing concept is to develop the strategy in which users of their
services can be benefitted. Learning and development program is the initiation from the smith
family which give outcomes in the form of satisfaction of its users (Urquhart and Wearing,
2017).

Marketing concepts, target customer and market segments 3
Activity 1b
Billabong is an Australian clothing industry which gives lot of information to its
consumers regarding surfing, skiing and skating industries. Billabong was able to acquire
mingling youth labels such as Nixon watches, element, RVCA, Palmers surf gear to fortify
market share. The information give by Billabong is able to build relationship with targeted
customers. It has been analyzed that Billabong won fashion award for the most popular brand of
female youth brand. It is the concept of Billabong to continuously evaluate the procedure of
showcase its brand in the latest market trends. To achieve this concept, Billabong focuses on
fewer but better concept as crucial to every interaction (Payne, 2014). It is the aim of Billabong
to targeted and effective form of interaction channel with customers. Its relevancy regarding
concept of surfing, skiing and skating industries help to build the relationship with its target
customer. Billabong is belief in invest in the platforms globally so that it would become easy to
Billabong to focus on centricity of customers. To build the relationship, it is the effort of
Billabong to provide first experience as a better experience. Billabong focuses of news and
innovative ways to captivate targeted customers. Technology is an element which is helpful to
remove the barriers of global shopping. This is the concept of Billabong to stay further of the
curve of shopping (Mules, 2014).

Marketing concepts, target customer and market segments 4
Activity 2
Nestle is the world leading company in the field of nutrition, wellness and health. The
latest news of Nestle is to win the kitchen kart to help Aussie Kids eat more veggies. It is the
program which is giving the chance of primary schools to win the kitchen Kart. It involves the
mobile teaching kitchen which is helpful to deliver the nutrition and the education of cooking.
Nescafe Gold Organism is the latest product inspired by baritas which is announced by nestle. It
is the recent product which is launched by Nestle. It consist high quality of Arabica coffee beans
which is grown and harvested in the place of Peru. The coffee is sourced by ethically and has
been examined by National Association for Sustainable Agriculture, Australia (NASAA).
The target market of Nescafe involves basically drinkers of coffee. It included those
people whom are in the need of instant and excellent coffee which should be able to stimulate the
body at least within a day. It is the convenience by Nestle which provide the quick solution for
the people who wants to consume coffee at home or working place. As per their targets each of
target ahs specific criteria, especially for target segments of employee people or students. The
market segmentation of nestle coffee is categorized in to demographic, psychographic,
behavioral variables and geographic (Bharucha, 2016).

Marketing concepts, target customer and market segments 5
Figure 1: New product of Nescafe
Source: (Marret, 2017)
In the context of new launching product of organic gold coffee by Nestle should be
categorized as per mentioned above section. Yes, it will be successful because it is important
element for each new product to know the place of demand of product. It has been evaluated that
for new products of Nestle, coffee is dependent upon the geographic nature of Australia.
Psychographic segmentation will be effective because it is the strategy of nestle to introduce its
product in the market with reason able rate so that all level of class can afford. In the context of
behavioral variables, the segmentation of gold organic Nescafe is regular or seasonal as well.
The benefits of this segment will be convince, quality and economy (Hughes, 2014).
It will be successful because it is based on Nestle Australia segmented their market in an
effective way. It is the coffee which is made up of high quality coffee blend and it is for those
customers who requires more benefits from the coffee product. It includes ground and roasted
beans which brings the richness in the flavor. It will be good to nestle to know the target
customers and it can be done by using the market segmentation properly. The market

Marketing concepts, target customer and market segments 6
segmentation of Nestle is effective and systematic because it is not the first product of nestle. It
is the commitment of Nestle that this new edition of coffee which is Nescafe Gold Organic,
coffee lovers not only enjoys this quality of coffee beans but also get confident that fair trade has
been a sustainability partner. It can be proved that the coffee farmer of coffee secures fair prices
throughout its production.

Marketing concepts, target customer and market segments 7
References
Bharucha, J., 2016, Cadbury Vs Nestle: A Study of The Chocolate War. International Journal of
Research in Social Sciences, 6(9), pp.609-620.
Hughes, D., 2014, European Food Marketing: Adding Value in Mature Food Markets through
Market Segmentation and Product Differentiation. EuroChoices, 13(2), pp.20-26.
Marret, L, 2017, Nestlé’s new barista-inspired coffee, retrieved on 18th August 2017 from:
http://c-store.com.au/2017/05/22/nestles-new-barista-inspired-coffee/.
Mules, R., 2014, Exporting for success: How small and large businesses negotiate the task.
Busidate, 22(3), p.2.
Payne, A., 2014, Selling surf, sun and fitness: Queensland's mass-market fashion. Fashion
Archives, 2014(9).
Smith, M., 2008, Differences between family and non-family SMEs: A comparative study of
Australia and Belgium. Journal of Management & Organization, 14(1), pp.40-58.
Urquhart, R. and Wearing, M., 2017, Organisational Change in Non-Profit Human Services:
Reflections on a Collaborative Action Research Approach to Working with Child, Youth, and
Family Organisations. In The Palgrave International Handbook of Action Research (pp. 545-
561). Palgrave Macmillan US.