Marketing and Entrepreneurship Report: Analysis and Strategies

This report delves into the multifaceted domains of marketing and entrepreneurship, providing a comprehensive analysis of various business strategies and market dynamics. It begins by examining non-profit marketing through the case of "Clean Up Australia," highlighting effective promotional strategies and the importance of collaboration. The report then scrutinizes the challenges faced by businesses, such as Billabong, due to shifts in consumer preferences and the significance of customer relationships. It further explores income distribution measurement using decile ratios and the role of data analysis in economic evaluations. The report also compares the marketing techniques of major FMCG brands like Nestle, Pepsi, and Unilever, emphasizing the importance of market segmentation. Finally, it analyzes the impact of demographic trends, specifically the baby boomer generation, on international marketing and the industries that benefit from this demographic shift, such as financial advising, tourism, and healthcare. The report uses various sources to support its analysis, including academic journals and business publications.

Running head: MARKETING AND ENTREPRENEURSHIP
Marketing and entrepreneurship
Name of the Student
Name of the University
Author Note

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Table of Contents
Activity 1....................................................................................................................................2
1..............................................................................................................................................2
2..............................................................................................................................................2
Activity 3....................................................................................................................................3
Activity 4....................................................................................................................................3
Activity 5....................................................................................................................................4
References..................................................................................................................................6

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Activity 1
1.
One of the non-profit organisations that were established to keep the country clean
from the waste products is “Clean Up Australia” ("Clean Up Australia Day - Official Site",
2017). In order to keep the trend they have to build collaboration with the organizations,
communities and the government. Among the 7Ps of implementing marketing, this
organisation follows promotion strategy in a effective way ("Develop a marketing strategy |
Business Queensland", 2017). According to my perspective, this strategy will help them to
achieve their objectives in spreading awareness about the need of a clean environment. The
trust and the charity are the exchanging elements between these non profit organisations and
other marketing organisations organisations which will aid them succeed in their goal. In
terms of earning profit, this company spends the charitable money by buying equipments that
will be used in cleaning the environment and the country, instead of making any profit.
2.
Billabong is a well known business brand formed by Gordon and Rena Merchant
from Australia in 1973 (Payne, 2014). The Billabong is a surfing company that primarily
deals with clothing retailer that produces accessories such as snowboard, skateboard, watches
and backpacks. But the core business has shattered in the last few years. According to me,
today’s youth do not find the product anymore cool to wear. The reason behind the
deteriorating business is not the over priced products but the indifference among the
customers with a prolonged shift from the fashions inspired by surfing. Customers visiting
the mentioned site do not find any reviews regarding the products whether these are safe and
authentic. Thus, to my opinion these factors inhibit the Billabong to build relationship with
the target customers (Industry, 2017).

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Activity 3
One of the effective ways to measure the distribution of income among people of the
society is to calculate the decile ratio. It is important for the company to collect economic and
financial data from the employees and Labour hours from Northern Territory of North island
of New Zealand. This form of primary data can be collected with the help of Survey analysis
from all the workers and employees in the respective region (Vanek et al. 2014). It is
important for the surveyors, who are responsible for collecting data to fix up on their area of
data collection. The company need to refer to the government report of Survey analysis and
other relevant economic report that are made after collecting data from the respective area. It
is also important to evaluate the primary source of income for the people. This can help to
ensure that proper analysis of the data is done.
The company also need to identify whether there is any inequality in the income level
of the people. The company also need to recruit proper data analyst, who will have the skill to
provide detailed information from the statistical report which is obtained from government
records and survey analysis (Atkinson & Bourguignon, 2014).
Activity 4
Nestle, Pepsi Unilever are currently, three of the major FMCG global brands. The
target customer for Nestle includes all the people who are highly conscious about the health
as most of the products are related to health and dietary supplements and baby products. In
order to further the segment the market, it is essential for the Nestle to target the younger
generations, who are passionate about good health ("News Feed", 2017).
The Pepsi on the other hand uses the techniques of mass marketing as they sell
beverage drinks that can be consumed by all types of people. As in the recent times, Pepsi is

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launching beverage drinks with low sugar and calorific value, it is essential that they segment
the market by targeting the health conscious people.
Unilever is a company, which sells a wide range of products that is related to personal
and home care category. The company mainly uses the techniques of mass marketing in order
to attract maximum possible customers. There are also few high priced luxury product of the
company, which is aimed for the people of rich section of the society.
Out of these three brands the marketing technique of Unilever is the best as
they use different methods of marketing. The Pepsi has the worst ranking due to the fact that
they do not provide message for any particular groups of customers ("About", 2017).
Activity 5
The generation of the baby boomers comprises population of approximately 80
million people who were born in between 1946-1964 and successfully affecting the
marketing trends through decades (Gursoy, Chi & Karadag, 2013). In modern world, the
demographic changes are taking place due to economic crisis. But Baby Boomers are thought
to maintain the trend by marketing traditional products. Thus some of the international
companies are reported to increase their revenue by following the trends of Baby Boomers.
These baby boomers are predicted to live long than previous generation and controls 70% of
disposable income of nations. A research by IBIS world provided the examples of the
industries that will benefit from this generation’s habit of spending, published in “Booming:
Industries Benefiting from the Aging Population”. First marketing trend is associated with the
Baby Boomers who are self-employed and might plan to sell their stock to fund retirement.
Thus the financial advisers, business appraisers and tax planners are expecting to experience
a booming revenue growth. Second marketing trend is the increased revenue growth of the

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international tour companies that offer trips to the retired boomers who planned to spend their
savings in touring during their healthy stage of life. This will also increase the revenue
growth for the travel insurers through the boomers willing to give high premiums. Next are
the non profit entities such as churches, agencies for animal adoption, homeless shelters and
education based organisations. Baby Boomers increase their revenue by volunteering young
generations and providing generous charities after their retirement. Baby boomers health are
thought to decline with age, so the health companies are focussed on reducing medical
expenditures and facilitating latest treatments such as Pharmacy benefits managers (PBMs)
that negotiates with the medicine companies in terms of discounts, processing claims and
retail networking, concierge doctors who are take fixed fees with limited patients. These
doctors gain more money by seeing less patients providing personalized and special
assistance to the patients ("Industries that Could Be Booming as the Baby Boomers Age |
Flagel Huber Flagel", 2017). Therefore, in this way the demographic trends are affecting the
international marketing that benefits the ageing baby boomers.

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References
About. (2017). Unilever global company website. Retrieved 31 August 2017, from
https://www.unilever.com/about/
Atkinson, A. B., & Bourguignon, F. (Eds.). (2014). Handbook of income distribution.
Elsevier.
Clean Up Australia Day - Official Site. (2017). Cleanupaustraliaday.org.au. Retrieved 31
August 2017, from http://www.cleanupaustraliaday.org.au/
Develop a marketing strategy | Business Queensland. (2017). Business.qld.gov.au. Retrieved
31 August 2017, from https://www.business.qld.gov.au/running-business/marketing-
sales/marketing-promotion/strategy
Gursoy, D., Chi, C. G. Q., & Karadag, E. (2013). Generational differences in work values and
attitudes among frontline and service contact employees. International Journal of
Hospitality Management, 32, 40-48.
Industries that Could Be Booming as the Baby Boomers Age | Flagel Huber Flagel.
(2017). Fhf-cpa.com. Retrieved 31 August 2017, from http://fhf-cpa.com/industries-
that-could-be-booming-as-the-baby-boomers-age/
Industry, B. (2017). Billabong’s Downfall May Signal The Death Of The Entire Surfwear
Industry. Business Insider. Retrieved 31 August 2017, from
http://www.businessinsider.com/billabong-demise-surfwear-2013-11?IR=T
News Feed. (2017). http://www.nestle.com.au. Retrieved 31 August 2017, from
http://www.nestle.com.au/media/news-feed#itemPerPage=20

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Payne, A. (2014). Selling surf, sun and fitness: Queensland's mass-market fashion. Fashion
Archives, 2014(9).
Vanek, J., Chen, M. A., Carré, F., Heintz, J., & Hussmanns, R. (2014). Statistics on the
informal economy: Definitions, regional estimates and challenges. Women in Informal
Employment: Globalizing and Organizing (WIEGO) Working Paper (Statistics), 2.