BHO6505: Marketing Management, Australian SUV Case Study Analysis

This report provides a comprehensive analysis of an Australian SUV case study, examining the impact of demographic shifts on marketing strategies. The report addresses three key questions: how population changes affect marketing definitions, whether companies using 'typical family' ads are at a disadvantage, and what types of people would be featured in ads for cars that are not family-oriented. The analysis incorporates relevant marketing theories and concepts, such as market segmentation, target market identification, and campaign design, while also considering the influence of immigration and evolving family structures. The report emphasizes the need for marketing campaigns to adapt to the changing Australian population, including the growing number of young, non-family individuals and the increasing diversity of the population. The study concludes with a discussion on how to effectively market a sedan car to various demographic groups using endorsers and different groups of people. The report is supported by at least five peer-reviewed journal articles and other academic references.

Marketing Management: Australian SUV Case Study 1
MARKETING MANAGEMENT: AUSTRALIAN SUV CASE STUDY
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Marketing Management: Australian SUV Case Study 2
MARKETING MANAGEMENT: AUSTRALIAN SUV CASE STUDY
Introduction
Brands in the world today are involved in stiff competitions leading to an increased
desire to attain marketing edge. However, attaining a marketing edge involves various factors
that must be considered while coming with strategies. A good marketing campaign should, for
this reason, be based on factors such as demographics which forms the foundation for market
segmentation. Demographics also forms the basis for target market identification and campaign
design that appeals to the target markets or segmentations. To this manner, the content of this
paper evaluates the SUV case study and responds to three questions in correlation to marketing
concepts and theories as below.
Consider some of the recent changes in the Australian population. Do you think this
could change the way we define Marketing?
Marketing strategies are developed based on various economic and non-economic
factors. Since marketing does not happen in a vacuum and depends on various factors, changes
in such factors can affect organizational marketing strategy (Grzegorczyk 2017). To this
manner, demographics and population trends such population age shift can affect a marketing
strategy of an organization. In relation to the SUV case study, the company has over the past
been using the same marketing campaign for a long time without consideration of the Australian
population trend, which has changed over the past. Since the Australian population age has
changed over the past and currently showcases a population composed of young people without
families and a limited number of the aged population, car adverts should be based on population

Marketing Management: Australian SUV Case Study 3
trends. The population also has a number of immigrants who forms almost 45% of the population
(Pooler 2018).
Based on the effect of population trends on marketing, it is agreeable that changes in
Australian population change the way marketing is defined. Marketing majorly involves sales.
Therefore, for an organization to develop an appropriate marketing strategy that can ensure
increased sales, the organization must design their strategies to fit the most current market
desires. Most of the young people in Australia have the capacity to purchase SUV’s, but based
on the fact that the company marketing strategy is more focus on families, they may decide to
purchase other brands that show life in the beach inside your car (Das and Saha 2018).
Therefore, population changes define marketing planning and strategy design.
Therefore, for SUV to capture all market segments, the marketing management team
must define their marketing strategies based on the Australian population trend. That is, they
must create a marketing campaign that showcases the advantage of their products SUV's to
various Australian age groups. For instance, their marketing strategy must be defined by the
young and diverse Australian population (De Mooij 2019). Thus, for the company to increase
their sales and profit margin, they should come up with an ad that shows young generation in
Australia enjoying the benefits of their SUVs rather than focusing only on the typical family.
They must also focus on racial diversification in Australia based on the increasing number of
immigrants.
Do you think that companies that still continue to feature the ‘typical' family in their
ads are at a disadvantage?

Marketing Management: Australian SUV Case Study 4
Marketing experts depend on demographic trends in order to determine the path to take
while developing marketing strategies. Currently, the Australian population, for example, as
changed and companies such as SUV that still use typical families in their ads at a disadvantage.
However, featuring a typical family in car brand campaigns has been beneficial over the past, the
demographics are changing, and companies have begun showcasing a brand campaign that
captured various target markets (Kilian 2016). Currently, the word is changing, and marketing
strategies need to change with changes in the demographic composition of the market. The aim
of any organization is to make maximum with the moderation of other factors. Thus marketing
should be based on various demands of demographic segments.
To this manner, the case of SUV reflects on how various companies use non-realistic ad,
which does not increase in the current time. This type of ad targets only one particular market
segment that is composed of typical families when currently, the world has really changed in
terms of age and lifestyle demographics. Taking, for instance, the Australian population diverse
currently compared to the time when typical family campaigns were much effective. Also, the
current market is controlled by those born in the 1980s of whom most of them are not having
families (Liu, Li, Chen and Balachander 2017). Moreover, most families have become more
dynamic in the current time where divorce and two-family parents households have declined
with a bigger margin. Families have also been blended due to immigration. These demographic
factors, therefore, make the use of campaigns with typical families leaving out a larger market,
thus reduced sales and a small profit margin.
Companies such as Ford using the typical family campaign to send message to their
customers should therefore change and include other market demographic models in their

Marketing Management: Australian SUV Case Study 5
adverts. Marketers for such companies should come up with various market segments and also
use population and demographic data to improve the company ads (Saboo, Kumar and Park
2016). For example, Ford SUV campaign should include young generation or young age adults,
most of whom do not have families. Moreover, the adverts should include the aspect of the race
due to the effect of immigration on families. Moreover, to mitigate this problem, Ford, among
other motor vehicle brands should have marketing campaigns targeting the youth as well and
more so have campaign messages regarding their brands to all market segments.
*Think of a type or style of car that would not use a family-oriented image or
message in its ads. What types of people would marketers use in a television commercial for
that type or style of the car?
There are various types of cars that would not require the use of family-oriented
campaigns to attain maximum sales. For instance, a sedan also known as a saloon car would not
need any types of the family-oriented campaign on Television or ads. A sedan or a saloon car is a
car made for passengers with three box compartments. These compartments include the engine
compartment always at the front of the vehicle, passenger compartments at the middle of the car
and language of cargo compartment as the back of the car (Saboo, Kumar and Park 2016). Most
of the cars have high performance and suitable for the young generation and also suitable for
people of all ages.
Marketing for this type of car will depend on the market segmentation and how appealing
with the televising ad be to the target market. Since the target market is majorly composed of
young and adults and working-class individuals, the type of advert that would be used must,
therefore, appeal to the target markets (Zhang and Gao 2019). Therefore, proper marketing of a

Marketing Management: Australian SUV Case Study 6
sedan car, the adverts or the marketing strategy must be based on age demographics and life
cycle demographic segmentation. This is to ensure that the advert is appealing to the target
market, and also the advert can be used in a different way to appeal to the same audience at an
older age.
Taking into consideration the target market and using the knowledge and theories of
demographic marketing. I will use different groups of people in the advert to appeal and
persuade the target market to buy a sedan or a saloon car. The first group I will use are working-
class individuals from different races. For example, I would use four people from different races
going to work, and the driver would drop them at their workplaces and still reach at his
workplace in time. Another group of people I can use for the study are endorsers such as actors
and caresses, professional athletes, celebrities as well as actors and actresses (Tumuju, Lapian
and Tumbuan 2017). This will ensure that the car advert appeals to various groups of people but
remains much appealing to the target market.
Conclusion
In conclusion, marketing strategy development entails various factors that marketers
should take into consideration. Based on the case of SUVs, it is quite paramount for marketers to
take into consideration demographics while coming with marketing strategy. This is because the
general marketing ideas rests on demographics, which is crucial in marketing segmentation and
brand campaign message. Therefore, companies that still use typical family as a marketing
campaign should evolve their campaign messages based on population and demographic trends.

Marketing Management: Australian SUV Case Study 7
References
Das, M. and Saha, V., 2018. Impact Assessment of Consumer Demographics on Rural
Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Grzegorczyk, W., 2017. New Marketing Concepts in Marketing Strategies on International
Markets. Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia, 51(2), pp.97-
104.
Kilian, K., 2016. Experiential marketing and brand experiences: A conceptual framework.
In Memorable customer experiences (pp. 45-64). Routledge.

Marketing Management: Australian SUV Case Study 8
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design
on demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency. Journal of Marketing, 81(1), pp.83-102.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Saboo, A.R., Kumar, V. and Park, I., 2016. Using Big Data to Model Time-Varying Effects for
Marketing Resource (Re) Allocation. MIS Quarterly, 40(4).
Tumuju, G.F., Lapian, S.J. And Tumbuan, W.A., 2017. Analysis of Consumer Preference of Suv
Car in Manado Using Analytical Hierarchy Process (Ahp) Method (Case Study between Toyota
Fortuner, Mitsubishi Pajero, and Honda Crv). Jurnal Emba: Jurnal Riset Ekonomi, Manajemen,
Bisnis Dan Akuntansi, 5(2).
Zhang, J. and Gao, Z., 2019, February. Dongfeng Nissan Marketing Strategy Research.
In International Conference on Application of Intelligent Systems in Multi-modal Information
Analytics (pp. 1038-1045). Springer, Cham.