Marketing Management Report: Detailed Analysis of Marketing Articles

This report provides an analysis of several articles related to marketing management. The first article discusses the importance of market development and consumer relationship marketing, using Billabong as an example. The second article examines Nestle's marketing strategies, including the launch of organic coffee and effective branding. The third article focuses on income allocation analysis in New Zealand, emphasizing the use of statistical data for market segmentation. The fourth article explores the shift from mass marketing to segmented approaches by FMCG companies like L'Oreal, Unilever, and PepsiCo. The fifth article highlights the impact of demographic factors, such as age, income, and literacy, on international marketing opportunities and social media advertising. Additional articles discuss Nestle's marketing campaigns, particularly on social media platforms, and the importance of understanding changing demographic trends for effective marketing strategies, including targeting baby boomers and adapting to the digital landscape.

Marketing and Entrepreneurship 1
MARKETING MANAGEMENT
Article 1:
Any organization for the success has to focus not only the marketing development of the
company but also on the development of the products of the company. Billabong website is
having the general information regarding the products as the main focus of the company is on the
market development. The industry related to the products of surfing is not meant as the matured
industry and thus the focus on the market development is not required (Wang and Head, 2007).
Through the information related to the different products the organization is also able to develop
the relationships with the consumers and to attract the fresh consumers and would be the first
step towards the consumer relationship marketing. Relationship marketing theory states that the
relationship marketing is in a great way focused on the product description. In general, the
association within the target market is affected by numerous factors such as the customer
engagement and customer satisfaction (Wang and Head, 2007). Consequently, this is not the
matter of concern if the company website is having limited information related to the Billabong.
The organization still can have the good quality rapport and connection with consumers if it
focuses additionally on certain significant factors such as consumer engagement and consumer
loyalty.
Article 2:
Nestle has launched the organic chocolate coffee in Australia. Nescafe Gold, natural aim to
objective organic chocolate coffee lovers. Nestle has promised that this item for consumption
will present a horizontal taste and rich fragrance. With this item for consumption, the clients can
without problems drink the finest class of coffee at home. Nestle has also promised that the

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coffee beans taken into use to produce this chocolate coffee have been full-grown and harvest in
a manner which is environmentally safe (Stojanovic and Barjolle, 2012). This item for
consumption is beleaguered towards the town consumers that fit in to the finest segment of the
marketplace this item for consumption will be triumphant because the first-class segment prefers
chocolate coffee with greater taste. They are prepared to try natural products with well-off taste
even if they are supposed to pay extra. Nestlé uses the branding effectively for counteracting the
negative publicity. The clear brand image of the company allows being competitive in also the
low involvement markets Like as the confectionary, coffee, cereals, and drinks markets. The
strong branding strategy is key for entering the consumers of the evoked list. Nestle find avenues
further than the branded packaged food products the segment of the consumers which is
estimated in getting the new brand approximately every day (Rozhkov, 2012).
Article 3:
A business can guess income allocation in New Zealand’s Northern Territory or North Island by
analyzing the arithmetical information available on an annual or five-yearly base. Information
from survey reports can be utilized for understanding the allocation of profits. Information
collected by all the way through Survey of Family profits and service can be analyzed (Fields,
2007). Approximation of the household prosperity can be complete on the base of the report
available by Reserve of New Zealand. Numerical reports assist to classify clients on the
foundation of income sharing of the households. The corporation can also carry out an
advertising study for a particular environmental region. These arithmetical reports will assist to
categorize clients into low profits segment, center income section, and high profits segment.
Income dissimilarity suggests that the expenditure power is not level (Fields, 2007). On the base

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of this categorization, the marketers can aim the accurate section of clients for their foodstuffs.
No matter the risk with this approach is the significance of data. This approach would go for a
toss if the sample were not representative in nature. The success of this approach could depend
on the sampling approach used by the organization (Rozhkov, 2012).
Article 4:
At times the approach related to the mass marketing was used devoid of any segmentation
variables. The mass marketing approach is being used by the huge organizations in FMCG
sector. L’Oreal, Unilever, and PepsiCo are three prominent FMCG companies. The companies in
the FMCG sector, with time have moved from the mass marketing approach towards the
segmented approach. The fundamentals of precise targeting based on diverse segments that can
be seen on the websites of the three companies (Merrilees and Fenech, 2007). Companies
divided the customer market based on the segmentation variables such as the income. Companies
are developing the products which are to focus the consumer needs in the different segments.
The company L’Oreal applies the segmented approach and the target market includes the urban
women of the middle and young age group. The target consumers of the brand are the group of
the middle-income to the high income (Merrilees and Fenech, 2007).
PepsiCo is food processing and Beverage Company. The company follows the multiple-
segmentation approach. Market segmentation by the company is done on the lifestyle and
demographic basis.

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Unilever is one of the primary manufacturers of consumer goods such as ice creams, personal
care, food, beverages and products related to home care. Market segmentation is done on the
basis of psychographic and demographic factors.
L’Oreal segments the marketing the best way, on the other hand, PepsiCo is to be ranked second
and Unilever ranked as the third in conditions of market segmentation.
Article 5:
The Demographic factors consider the factors such as the age, gender, educational qualification,
ethnicity, occupation and income level. The structure of age, income patterns and literacy level
of the customers in the market in a great way affects the international marketing opportunities.
Increase in the population of the middle-aged consumers resulted in the growth opportunities for
the brands of the FMCG. The emergent countries are having the high percentage of the teenage
and young population (Duffy, 2004). The brand which is youth oriented can target such
developing countries as the ratio of the aged customers to the young customers is increasing in
the urbanized countries. The dependence of aged populace on the middle aged populace is
increasing speedily in the European countries. Marketers of the healthcare and the
pharmaceutical companies can goal such countries. The increased level of the literacy resulted in
the customers to be more informed. The level of awareness is also increasing and the consumers
are becoming in the agreat way brand conscious ((Stojanovic and Barjolle, 2012). The
consumers are attracted by the marketers with providing the relevant information related to the
quality of the products, raw materials and the ingredients that are to be used in the product
manufacturing.

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Article 2:
The company Nestle is considered as one of the global company of the FMCG Sector. The level
of competition is very high in the sector. Conventionally, the company Nestle is considered as
the big marketing player and in the Australia, the company is targeting the consumers with the
middle income. The middle segment of the consumers is considered as the largest segment of the
consumer in the country with huge population coming under the segment. The campaigns of the
company Nestle related to the brand advertisement, media campaigns, and video campaigns
mainly target the consumers of the middle class segment (Corniani, 2005). It is realized by the
management of the Nestle that there is a great potential in the segment and results in providing
the economic scale and revenues for the companies. The video campaigns on the social media,
mainly target the population between the age group of 25-40 years of the urban segment
(Rozhkov, 2012). The consumers of such age group use smart phones are considered as highly
active on the social media channels such as the twitter, face Book and You Tube.
Uncle Tobys which is the subsidiary of Nestle has also launch oats by means of no additional
sugar. Nestle claims that Nature’s combine is a vigorous breakfast alternative as the sugariness is
consequent from the nuts and dehydrated fruits. This item for consumption is beleaguered
towards physical conscious clients and the diabetic patients. This item for consumption is also
beleaguered towards the operational segment of clients as it gets prepared in just a mere tenure of
1.5 minutes (Corniani, 2005). This produce is paramount suited for all grow old groups as this
creation offers complete grain oats. This foodstuff can turn out to be a huge achievement as
consumers are more and more becoming health aware. Reports propose that Australians have a
preference of low sugar foodstuffs and “no added sugar” variety of foodstuffs. These

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manufactured goods will assist clients in enjoying obviously sweet oats (Wilson and Daniel,
2007).
It is predictable that the company Nestle would be successful in the objective for increasing the
consumer penetration through the media campaigns. Marketing through the social media is
considered as the fastest, powerful and the efficient way to reach the consumers. Through the
promotional campaigns on the company websites, Nestle is to increase the reach of the new
products. Such video campaigns are ought to be successful in the objectives (Stojanovic and
Barjolle, 2012). The marketing section of Nestle is a well-built department. The company
marketing managers are supposed to use the multichannel marketing for reaching to the
customers. The blogs, video, and channels such as the YouTube channels considered as the
excellent platform for the marketing managers of the company in increase the reach of the
company products to its consumers (Rozhkov, 2012).
Article 5:
In this comprehensive period of globalization, the social media advertising is the major and the
key for each and every organization to develop and ultimately grow. This period is the market
with super computers, Digital Marketing and Internet. It has long been noticed that the complete
demographic distribution does not behave constantly plus the demographic distribution always
does change (Mummert, 2017). With this kind of alteration in the overall worldwide
demographic situations and trends, a completely straight forward and direct impact is noticed and
observed on the worldwide and the worldwide and the international marketing strategy of the
various organizations. In the present marketing condition, the organizations have perused to take

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into use the cultural and the social media marketing measures to reach out to the clients (Badkar,
2017). In fact, as the penetration of the technological factors and the Internet, the brand and
current demographic variables have also speedily emerged dependening on the use of the
technology sources such as the use of the smart mobile phones (Stojanovic and Barjolle, 2012).
The marketers have to handle and cater to the enhanced % of the educated individuals and the
professionals. The higher and the rich category/segment are with the passage of time becoming
richer while, on the other hand, the lower segment of the people is becoming poorer and
shrinking. (Badkar, 2017) So the marketers have now started to target their services and the
products to the middle and the upper segment of the people. There is an important movement of
the clients within various nations.
A baby boomer is the marketplace segment comprise of customers that were born during 1946 to
1964. They comprise of the foremost portion of the entire US population. Such population is
affluent and is not frightened of expenses related to their lifestyle. Pharmaceutical, Hospitality,
and healthcare industry is being benefitted from the ageing baby boomers in a great way
(Mummert, 2017).
It appears that the industries, having the short lifecycle of the products, are set of profit from the
ageing baby boomers. This includes the industries such as the FMCG industry and electronics
industry. The companies in the electronic industry like Apple, Microsoft, Samsung, etc. often
have to find the new and innovative ways to reach out to the target market. With the change in
the worldwide demographic trend, thee organizations in these two industry segments can better
understand the needs of consumers in the global market (Mummert, 2017). It would, in turn, help

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the players in these two industries to have customized marketing and advertising strategies for
the use of ad targeting on social media tools like Face book and Twitter. The change in the
demographics would also help the players in these two industries to get the maximum from the
loyal customer based on the segment of ageing baby boomers. The organizations in the industry
would be able to succeed only when they can keep a watch on the changing demographic trends
(Badkar, 2017). There benefit would be tangible in nature only when the organizations can
develop the specific marketing strategies for ageing baby boomers.

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References
Badkar, <. (2017). GEORGE MAGNUS: These 5 Big Demographic Trends Are Shaping The
World Right Now. [online] Business Insider. Available at:
http://www.businessinsider.in/GEORGE-MAGNUS-These-5-Big-Demographic-Trends-
Are-Shaping-The-World-Right-Now/articleshow/34342303.cms [Accessed 22 Aug. 2017].
Corniani, M. (2005). Market, Segment and Demand Bubbles. Symphonya. Emerging Issues
in Management, (2).
Duffy, D. (2004). Multi‐channel marketing in the retail environment. Journal of Consumer
Marketing, 21(5), pp.356-359.
Fields, G. (2007). How much should we care about changing income inequality in the
course of economic growth?. Journal of Policy Modeling, 29(4), pp.577-585.
Merrilees, B. and Fenech, T. (2007). From catalog to Web: B2B multi-channel marketing
strategy. Industrial Marketing Management, 36(1), pp.44-49.
Mummert, H. (2017). Market Focus: Baby Boomers. [online] Target Marketing. Available
at: http://www.targetmarketingmag.com/article/market-focus-baby-boomers-36956/all/
[Accessed 22 Aug. 2017].
Rozhkov, K. (2012). Residential Satisfaction in Place Market Segments. SSRN Electronic
Journal.
Stojanovic, Z. and Barjolle, D. (2012). Socio-economic and demographic profile of
traditional and functional food consumers in Serbia. Marketing, 43(1), pp.41-48.

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Wang, F. and Head, M. (2007). How can the Web help build customer
relationships?. Information & Management, 44(2), pp.115-129.
Wilson, H. and Daniel, E. (2007). The multi-channel challenge: A dynamic capability
approach. Industrial Marketing Management, 36(1), pp.10-20.