Marketing Campaign: Consumer Behaviour, Campaign & Sydney Airport Plan

This report delves into various marketing strategies and consumer behavior theories. It explores the application of the Theory of Planned Behaviour to promote sustainable clothing, emphasizing the importance of attitude, subjective norms, perceived behavioral control, and behavioral intention. Furthermore, it outlines a marketing campaign plan for 'Who gives a Crap,' focusing on elevating market share through environmentally friendly products and targeting urban millennials via social media. The report also addresses strategies for ensuring passenger compliance with social distancing at Sydney Airport, utilizing concepts of perception, learning, and memory to influence consumer behavior and promote adherence to safety protocols. This assignment is available on Desklib, a platform providing a wide range of study resources for students.

Examination Paper

Contents
Question 1.......................................................................................................................................3
Question 3.......................................................................................................................................4
Question 5.......................................................................................................................................6
References.......................................................................................................................................8

Question 1
Sustainable clothing is an emerging and popularizing trend within the current maker scenario. He
growing recognition of this trend has facilitated various companies to come up with suitable
means of manufacturing and introducing their products and offering in the market in order to
capture the attention of the consumer and raise their awareness in respect to the concerned
concept. The development of a marketing programme with the application of Theory of Planned
Behaviour is as follows: -
Theory of Planned Behaviour reflect upon serval factors which have the ability to impact and
influence the behaviour of n individuals within a certain situation or an act (Theory of Planned
Behavior, 2021). In involves a set of stages which highlight upon the journey of an individual
behavioural response to a specific condition.
 Attitude
The attitude of respective consumer plays a vital role in the buying behaviour as it impacts upon
the purchase made by the same. In order to market the sustainable clothing, it is substantial for
the firms to understand the attitude the respective customer. The attitude can be influenced
through educating the customers about the perks and benefits associated with the sustainable
clothing by conducting workshops, seminars, webinars and conferences. Attitude of the
customer can make or break the deal in reference to the buying behaviour as well as buying
decision facilitated by the same.
 Subjective Norm
The subjective norms highlights upon the perception and influence led by the individuals
surrounding the buyer which in turn impacts upon the behaviour of the same. In context to the
promotion of sustainable clothing, the firms can provide online review or feedback platform to
the customer where they could express their opinion and feedback in reference with the
utilization of sustainable clothing. This can further assist the potential and interested customers
to gain an overview about the quality of the quality of the products and services which in turn
can assist the to make the desired purchase decision.

 Perceived Behavioural Control
It refers to the obligation which propounds that whether an individual has the right resources or
tools the exhibit the act. In reference to sustainable clothing, the offering must be priced at
reasonable amount which is affordable by average individuals. It is important because if the
prices will be high, the purchasing power will be less which in turn can impact upon the sale of
the clothing products within the market. Therefore, in order to increase the appeal of the
sustainable clothing lines to the mass customer base, it is vital to price the same at appropriate
rates.
 Behavioural Intention
The behavioural intention refers to the viewpoint or perception of the customers in respect to a
particular act. It determines whether the customer is in favour of the given act or not. In order to
create positive behaviour intention of the customer toward sustainable clothing, it is necessary
for the firms to inculcate a positive image and belief within the customer in regard with
motivating the same to make the purchase. Free vouchers, gift cards, discount etc. can be
provided to the customer in order influence their buying intention in a favourable manner.
The final decision shall be with the customers which dependent upon their interest towards the
product/service.
Question 3
Marketing campaigns holds the utmost significance within the business firms as it has the
tendency to amplify the market share of the company in a productive mannerism (Lemel, 2021).
In context to Who gives crap, the marketing campaign plan is as follows: -
 Objective - The objective of the marketing campaign formulated for Who gives a Crap is
to elevate the market share of the firm within the concerned market industry by
introducing plastic free toiletries. The campaign also aims to differentiate the firm’s
product from the rivals by focusing upon environment friendly and recyclable toilet paper
concept.

 Budget – The budget for the campaign needs be highly reasonable for the company
(Borawska, 2021). The budget allocated for the purpose of funding the given campaign
will be approx. 20,000 pounds.
 Target Audience – The urban millennials can be termed as the major segment which will
targeted by the firm. The reason for the same is the necessity and demand of the toilet
paper within the chosen segment.
 Message – Quirkily designed toilet papers which are 100% environment friendly and
plastic free. The toilet papers of “Who Gives a Crap” are infused with enchanting
fragrances of rose, jasmine, lavender, strawberry. The theory of ideal self is taken into
consideration for framing the given objective. The theory propounds that an individual
need to behave and act in a certain manner which is ideal and respectful within the
society in order to get accepted and appreciated within the same. Hence, the use
recyclable and plastic free toilet paper is the need of the hour in order elevate the
environment sustainability. Therefore, the message of the respective firm will be
idealizing upon the ways through which millennials can do their bit for elevating natural
surroundings of the planet.
 Media Strategy – Since, millennials are most active on social media sites such as
Instagram and Snapchat. Therefore, the company can opt for promoting and advertising
its offering on the same. Valuable and creative content will be created in collaboration
with famous millennial celebrities. This will generate the much needed huge for the
offering of the company within the target market. Paid partnership with the well-
renowned celebrity icons will pave the way for enhancing the popularity of the offerings
facilitated by the firm within the respective target market. Email Marketing can be
selected so as to elevate increase the promotion of the firm’s products (Goic, Rojas and
Saavedra, 2021). The online polls can be conducted in regard with providing choices to
the target consumers to choose their desired design and fragrance for the toilet paper.
 Implementation – A team of individuals who are proficient in handing online media and
marketing will be hired in order to fulfil the objective of the company. Who gives a crap
will be optimizing and capitalizing upon experienced pool of talent in order implement
the marketing campaign in a structured and appropriate manner.

The above mentioned campaign can facilitate the firm to capture the interest level of larger set of
audience within the market. This will also aloe the same to achieve higher market share in
comparison to the existing competitor units in the respective industry.
Question 5
The theories and concepts related to perception, learning and memory are highly valuable when
it comes to influencing the consumer behaviours of the individuals (Nevid, 2021). In order to
facilitate the appropriate compliance of the passengers with the social distancing of the
passengers at the Sydney Airport, the staff can rely upon the following mentioned marketing
strategy: -
 First of all, the staff needs to understand the perception of the passengers in regard with
the utilization of masks, maintain distance etc. The perception refers to the views,
opinions, ideas and reflection of a person towards a particular situation, concern or
object. Currently, they are ignorant towards the policies and procedures (The significance
of perception, learning and memory in Buying Behavior ,2013). Hence, the staff will be
required to influence` the perception of the passengers. They can do the same by using
sound announcement, sign instructions etc. Neon colours can be used within the sign
boards in order to enhance passenger attention. as it can assist to provide necessary
information to the passengers in regard with the significance of social distancing in the
post pandemic period.
 Learning is an important attribute in the marketing strategy as it compels the customers to
gain new insights which provide assistance to them to acquire new knowledge in respect
to the given offering. In order to educate the passengers about the necessity of following
protocol, Sydney Airlines can distribute informative templates highlighting upon social
distancing guidelines. Banners and hording can be sued by the Airlines in order to
reflect the purpose of the campaign. It will help to ensure that individuals take a look
upon the provided template and learn about the cons of not maintain social distancing,
ignoring masks at crowded places.
 It is also important for the Sydney Airlines to ensure that passengers memorize the social
distancing guidelines issued by the same. The management can launch innovative

masks from its end and provide the same to the passengers free of cost. The fact that
customer prefers complimentary kits with quality service can allow Sydney Airlines to
sharpen the memory of the passengers (Pecher, Wolters and Zeelenberg, 2021). The
passengers shall remember the exquisite and excellent service provided to them with
complementary products which in turn will allow them to be more careful next time
while travelling.
Thee above depicted marketing strategy can help Sydney Airlines to reduce and minimize the
ignorance of passengers towards the safety protocols in a considerate manner.

References
Theory of Planned Behavior, 2021. [Online] Available Through:
https://expertprogrammanagement.com/2019/12/theory-of-planned-behavior/
The significance of perception, learning and memory in Buying Behavior ,2013. [Online]
Available Through: https://modernbuyerbehaviour.wordpress.com/2013/11/13/the-
significance-of-perception-learning-and-memory-in-buying-behavior/
Goic, M., Rojas, A. and Saavedra, I., 2021. The Effectiveness of Triggered Email Marketing in
Addressing Browse Abandonments. Journal of Interactive Marketing, 55, pp.118-
145.
Lemel, R., 2021. Determining which metrics matter in social media marketing. Journal of
Business and Retail Management Research, 15(2).
Pecher, D., Wolters, F. and Zeelenberg, R., 2021. The role of motor action in long-term memory
for objects. In Handbook of Embodied Psychology (pp. 291-309). Springer, Cham.
Nevid, J.S., 2021. Essentials of psychology: Concepts and applications. Cengage Learning.
Borawska, A., 2021. The Effective Management of Social Campaigns: Planning and Assessing
the Media Message. Eurasian Business and Economics Perspectives, pp.279-291.