Marketing Management Report: SUV Ads, Family Structure, and Population

This report provides a case analysis of the marketing of SUVs in Australia, focusing on the influence of changing family structures and population trends. It examines how traditional marketing approaches, such as the use of the 'typical family' in advertisements, may be becoming less effective due to shifts in Australian demographics. The report discusses the recent changes in the Australian population and how these changes affect the marketing of cars, particularly in the SUV market. It argues that the portrayal of the 'typical family' in ads can be a disadvantage, as the family structure in Australia has become more diverse. The report also explores how car styles are adapting to these changes and suggests that marketers should consider alternative strategies to appeal to a broader audience. It concludes by emphasizing the importance of adapting marketing strategies to reflect the evolving demographics of the Australian population to ensure the success of car sales and advertising campaigns. The report highlights the need for marketers to understand and respond to these shifts in consumer behavior to remain competitive in the automobile industry. The analysis emphasizes the need for businesses to change their marketing strategies to reflect the changing family structures in Australia.

Marketing 1
Marketing Management

Marketing 2
Contents
Introduction......................................................................................................................................3
Recent changes in Australian Population........................................................................................4
Review on the ‘typical family’ as disadvantage..............................................................................6
Style of a car does not use for a family-oriented image or message...............................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Marketing 3
Introduction
This report includes the case analysis report. The case relates to the SUV ads and their effects on
real situations. The family structure of Australia described in this report and the SUV ads affect
the marketing of cars is also discussed in this report. The typical family structure of Australia
affects the business of cars so the marketing is also affected by SUV ads. This report includes
various information related to the family structure of Australia. The report includes the recent
changes made in the Australian population and its effects on the marketing process. Further, the
report includes the information that companies use the feature of the typical family in their ads
and it creates several disadvantages for the company. The various information regarding the
marketing of cars described in this report. The style of a car will be discussed in this report.
Several information regarding the marketers is also discussed in this report. The marketers can
affect the marketing of cars as per the Australian population and the business of cars all depends
on the marketing purpose. The marketing by SUV ads will be described in the report.

Marketing 4
Recent changes in the Australian Population
The Australian population is changing continuously as per the various activities runs in the
business market of Australia. Australia is the 55th largest country as per the population in the
world. The population of Australia continuously changes year to year and it includes the various
process that comes active related to the changes occurred in the process of population. The
population of Australia reached at 22,906,400 in December 2012 and the previous year it
increases by 394,200. It means that the population of Australia is increased by 1.8%. Due to the
increasing population, the several changes occurred which affects the overall business growth
and other growth in the country (Nicholls and Strengers, 2015). As per the report of the case
analysis, it has been determined that Australia follows a typical family structure with no children
or couple with dependent children. The marketing also affects the family structure of Australia.
The growth of the population in Australia includes two components, which are a natural increase
– births minus deaths and net overseas migration. As per the contribution, the relative
components have changed. The typical structure of Australia affects the car business and
marketing affects in a great manner. SUV ads affect the reality of the cars and the marketing
process of cars affected due to the structure of the population. The typical structure formula of
Australia includes mother, father and 2.5 children. Due to the recent changes in the population of
Australia, the marketing of cars are decreased and decreasing the sales of a car (Kotler, et. al.,
2015). This typical structure of family creates an image in the several advertising companies
mainly for the products. In Australia, several migrations occurred in the overall population. The
population of Australia includes three components, which are a natural increase, NOM and net
interstate migration.
Australian Bureau of Statistics defined the Net Interstate Migration, which defines the difference
between the numbers of persons that migrated from their real audience by moving into a given
state or territory. This difference is shown as negative or positive. Yes, it changes the way we
define marketing because these changes can change the overall process of marketing. The
marketing of cars in the typical structure of Australian family affected too much. The changes in
the population are very effective and it creates many problems in the organization. The
population is increased in the state and territory of Australia (Barontini and Caprio, 2006). The
population is increased in Western Australia from the year to December 2012. The natural

Marketing 5
increase is the major component in the change of population in Australia. Net overseas migration
is also included in the component of change in population. A net interstate migration loss is the
highest contributor in the population change. People move from one location to another for
several reasons like employment, retirement and many more factors. The population of Australia
is greatly affected by the overall process and factors indulged in marketing. In future, the
population of Australia continues to grow and there is no effect that migration plays a great role
in the growth of the country (Zattoni, et. al., 2015). The growth of the population remains a
challenge for the policymakers in Australia.

Marketing 6
Review on the ‘typical family' as a disadvantage
Many companies in Australia use the typical family feature in their ads. The typical family
feature affects the marketing purpose in Australia, which based on family products. The typical
feature shows the disadvantage in marketing. As per the opinion, it has been cleared that the ads
related to the typical family creates a disadvantage for the products several times and decrease
the sales of the particular products (Armstrong, et. al., 2014) in purchasing the car, family needs
to be considered. In the SUV market, the several ads show a mother and father on front seats and
two children on the back seats. In SUV ads, one child is rare to see in the ads so it shows the
family structure of the Asian family. The typical family structure in Australia occurs a
disadvantage in the marketing process of car and other products related to the family. Several
companies in Australia follows the feature of the typical family in their ads and this creates a
major disadvantage for the company as the consumers distract with this structure of the family.
Australia follows the typical structure family but the companies should not show this structure in
their ads. The overall typical family structure changes constantly with the last two decades
(Newman and Kenworthy, 2015). The Australian family becomes diverse and does not show the
typical family structure as earlier. The companies use the typical family structure based on the
earlier process of the family in Australia but many of the organizations continue to show the ads
as per the typical family structure. But the companies did not show the typical structure in their
ads as this process is totally changed in the respective country and the people of the country does
not follow the typical structure family nowadays. Therefore, they did not give importance to the
ads, which shows the structure of the typical family. This process continues in the products
which are related to the whole family like cars used by the family members.
SUV ads in Australia still show the typical family structure in the advertisements of car, which
disappoint the Australian families, and this in result decreases the sales of the products.
Therefore, the companies did not show the typical family structure in advertisements. They
follow the current structure of the Australian family (Prediger, et. al., 2013). In Australia, the
family structure changed tremendously and it affects the overall country in a large manner. The
several business companies especially the automobile company's impacts too much by
decreasing the typical family structure in Australia. As the advertisements have been shown for
the last few years and it takes time and cost to change the entire structure of the advertisements.

Marketing 7
Therefore, companies need to change their process of advertisements as this gives a bad impact
on the sales and profit regarding the related products. As per my opinion, the company, which
follows the feature of the typical family in their ads, needs to change its structure because it
creates a disadvantage for the products. This family structure distracts the customers and they
refused to purchase and use of particular products (Moriarty, et. al., 2014).

Marketing 8
Style of a car does not use for a family-oriented image or message
In today's world, many styles of a car did not use the family-oriented image due to the changing
structure of the family. The family-oriented image gives a bad impact on the sales of the product
because nowadays, Australian does not show the typical family structure. Several types of cars
do not use a family-oriented image or message in its ads. As ads are the main processes of
increasing the sales of the car as it directly affects the population of the country. Therefore,
currently, many sports cars do not show the family structure and then the sales of the car are
continuously increasing in the market (Bellman, et. al., 2014). The television ads are the most
important process in increasing the sales of the product. 2- Door style of a car does not use the
picture relates with the family-oriented so that the people do not follow the typical family
structure will get impressed with the products and increasing the sales of the product. Marketing
process needs to be managed by the marketers to manage the profit and sales of the product. 2-
door sports style of a car does not include the family-oriented message as this gives a bad impact
on the Australian people because they did not follow the typical family structure. Nowadays, the
family structure follows by the Australian people is a couple with no children or couple with
dependent children and it largely impacts the marketing of cars as most of the cars shows the
family in their ads which gives bad effects on the Australian population as they don't follow the
typical family structure.
Marketers need to adopt another process of marketing cars in the market as television ads are the
best process of increasing the attraction of the customers towards the product. The example of
Lego Bugatti Chiron is also good as the racing drivers use it and they show the real capability of
car. The marketers use racing drivers in television commercial ads and do not show the particular
family structure in television ads as this is the best way to convey the product features to the
customers. The common people do not provide any disadvantage in the sales of the product and
it improves the overall marketing process of cars in the market of the automobile industry. The
change in the Australian population gives a bad impact on the marketing of cars (Ivanovic and
Collin, 2014). The revenue of the advertisements includes a large portion of the funding and it is
very essential for the better growth of the automobiles in the market. The customer’s attraction is
gain with the proper advertisements but the marketers did not use the typical family structure in
this. In spite of the typical family structure, the company uses the common people or children to

Marketing 9
make the advertisements more attractive. 2- Door sports car did not use the typical family
structure nowadays and then the growth of the sales increased in this car industry. The process of
advertisements gives a great impact on the customers and the growth of the industry. Therefore,
the organization needs to use the proper structure in its advertisements. The Australian
population changes in the last few decades and they can change their family structure, which also
affects business.

Marketing 10
Conclusion
This report describes the marketing process including the case analysis of the report. The case
includes information regarding SUV cars and their marketing process. The typical family
structure of the Australian population discussed in this report. The family structure of the
population continuously changed from the last decade and it affects the overall process of the
marketing process. This report has been discussed about the recent changes occurred in the
Australian population. Australia not follows the typical family structure nowadays and the great
changes occurred in the people living in Australia. These changes define the process of
marketing. The report includes the description that the typical family structure is the largest
disadvantage for the marketing purpose of cars. The typical family structure gives a disadvantage
to the marketing process. This can decrease the sales of the organization and affect the overall
marketing process in the business of automobiles. The report is concluded regarding the type or
style of car that does not use a family-oriented image.

Marketing 11
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., (2014). Principles of marketing. New
Zealand: Pearson Australia.
Barontini, R. and Caprio, L., (2016). The effect of family control on firm value and performance:
Evidence from continental Europe. European Financial Management, 12(5), pp.689-723.
Bellman, S., Kemp, A., Haddad, H. and Varan, D., (2014). The effectiveness of advergames
compared to television commercials and interactive commercials featuring
advergames. Computers in Human Behavior, 32, pp.276-283.
Ivanovic, A. and Collin, P2., (2014). Dictionary of Marketing: Over 6,000 terms clearly defined.
London: Bloomsbury Publishing.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., (2015). Marketing. New
Zealand: Pearson Higher Education AU.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
(2014). Advertising: Principles and practice. Pearson Australia.
Newman, P. and Kenworthy, J., (2015). The end of automobile dependence. In The End of
Automobile Dependence (pp. 201-226).Washington DC: Island Press,
Nicholls, L. and Strengers, Y., (2015). Peak demand and the ‘family peak' period in Australia:
Understanding practice (in) flexibility in households with children. Energy Research & Social
Science, 9, pp.116-124.
Prediger, S., Renk, N., Büchter, A., Gürsoy, E. and Benholz, C., (2013). Family background or
language disadvantages? Factors for underachievement in high stakes tests. In Proceedings of
the 37th Conference of the International Group for the Psychology of Mathematics
Education (Vol. 4, pp. 4-49). Kiel, Germany: PME.
Zattoni, A., Gnan, L. and Huse, M., (2015). Does family involvement influence firm
performance? Exploring the mediating effects of board processes and tasks. Journal of
Management, 41(4), pp.1214-1243.