Marketing Entrepreneurship Assignment: Market Segmentation Analysis

This marketing entrepreneurship assignment analyzes various aspects of marketing within the Australian context. The assignment begins with an examination of Care Australia, an NGO, and its marketing strategies, including fundraising, media campaigns, and service exchange. It then explores brand analysis by comparing Nestle and Peters, focusing on mass market strategies. The assignment further delves into methods for estimating income distribution in the Northern Territory of Australia, including household surveys and secondary research. It also identifies and analyzes three Fast-Moving Consumer Goods (FMCG) companies in Australia: Unilever, Coca-Cola, and GrainCorp Limited, focusing on their market segmentation approaches. Finally, the assignment addresses the impact of globalization and demographic trends on marketing opportunities, highlighting industries that are positively and negatively affected by these changes.

Running head: MARKETING ENTREPRENEURSHIP
Marketing Entrepreneurship
Name of the Student
Name of the University
Author note

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Activity 1
Care Australia is one of the biggest and well-known NGOs in Australia that fights for
poverty and offers aids to the poor. It offers education, shelter, food and income sources to
underprivileged families. It is an internationally expanding NGO and exits in 94 countries. For
this purpose the NGO raise funds from the people from various countries and runs campaigns on
it. They also have corporate partners and ambassadors that support their programs financially and
effectively. Thus, the funds they offer to the poor are the service they exchange. The
organization also carries out effective media campaign through its own team of media. The
media teams interviews and brings information about poor families to them. The interviews and
facts collected are released in their press releases. They also carry out marketing through their
online website where the people can also donate funds for various campaigns. They do ot seek
for profit so much as they invest most of their raised funds on their campaigns. Thus, the amount
of profit that they seek for their organization is very less. They are one of the high quality service
providing organization (CARE 2017).
Activity 2
Nestle is a brand known for producing chocolate and shakes for the young generation. In
its recent news report in 2017, the company introduced new flavors of its Green Frog. The new
flavors are lime, raspberry, orange and pineapple that are loved by the people. It is one of the
favorite thing loved by many fans and can be enjoyed by the whole family (Nestle 2017). On the
other hand, Peters is an ice-cream selling company, which produces nutritious ice-cream for the
customers. the brand has come up with new ice-cream flavors for its customers such as Vanilla
with fresh Australian cream and other which are known as the Connoisseur Gourmet. Both the

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company produces products that are loved by people of every age group. Thus, the products
produce are for mass market where it is offered to customers from all age group. This is because
everybody throughout their life loves ice cream and chocolates. This policy of the company will
help them become successful because they are producing the goods that are most demanded in
this modern world (Connoisseur 2017). Moreover, it is aiming a large section of customers thus
the company can attract all kinds of customers for their products.
Activity 3
To estimate the distribution of income in the northern territory of Australia a company
can adopt various steps. This is because knowing income distribution of a region will help them
estimate the type of products they will manufacture in that region and the price at which they
will offer those projects. Thus, it becomes necessary for the company to analyze the distribution
of income. First approach the company can take to analyze the income of the region is by
conducting household surveys by means of questionnaire. The companies can also analyze by
looking at the way of living of the people in that region which is a good indicator of income.
Finally, it can also survey the nearby shops in the regions and collect information about the
average amount of money spent by them. This will help them know the standard of living of the
people in the northern territory of Australia. They can also carry out secondary research by
analyzing the data available online about the household income according to demography. The
ways mentioned-above will give them the chance to know the income distribution of a place an d
accordingly carry out their pricing strategy. However, the processes used for the purpose are
lengthy and requires a systematic movement (Atkinson and Bourguignon 2014).

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Activity 4
Three fast moving consumer goods company (FCMG) in Australia are Unilever, Coca-
Cola and GrainCorp Limited. Unilever Limited is a company offering sustainable goods to the
consumers such as ice cream, soaps and other household and consumption products. The
company targets the mass customer base as everyone can use their products (Unilever 2017). On
the other hand, coca-cola offers drinks to Asia-Pacific region including soft drinks flavored milk
and fruit juice. Even though everyone consumes the drinks, yet the company segments their
products according to demographic such as the soft drinks for young generation and juices for all
age group. GrainCorp Limited offers storage and distribution facility of grains and similar
products. This company too offers everyone consumes products for mass market as the grains.
From the above mentioned three companies, Coca-Cola best segments its market according to
the age group. Second is Unilever and third is GrainCorp Limited. Unilever and GrainCorp can
carry out segmentation by offering some innovative products to a particular age group. This will
help them attract customers easily by age group and carry out easy marketing activity by all the
company (Solomon 2014).
Activity 5
With the advent of globalization, the world is segmenting itself demographically and this
is affecting the marketing opportunities of many companies. The effect is positive for some
company and negative for others. The demographic trends are varying according to the age as
they trends are varying. The olds are preferring different types of goods and the young
generation are preferring different kinds of goods. This is making very difficult for various
industry to carry out a single marketing strategy and cover all the age group (Hollensen 2015).
The industry that suffers the most from such kind of the clothing industry, shoes industry and

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fashion industry. This is because they offer goods that are different for different age group. Thus
it becomes difficult for them to carry out various marketing strategy for different age group. It
increases their cost of marketing. Whereas, household goods industry that sells foods and goods
that are commonly used in a household are the ones that will benefit from it because everyone
irrespective of any age group uses the good they sell. Thus, they do not have to carry out any
different marketing strategy with the differences in the demographic trends (van der Zanden
2014).

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References
Unilever Australasia. 2017. About Unilever. [online] Available at:
https://www.unilever.com.au/about/who-we-are/introduction-to-unilever/ [Accessed 30 Aug.
2017].
Connoisseur Ice Cream. 2017. Connoisseur Ice Cream. [online] Available at:
http://www.connoisseuricecream.com.au/ [Accessed 30 Aug. 2017].
http://www.nestle.com.au. 2017. ALLEN’S MAKES IT OH SO EASY TO BE GREEN!.
[online] Available at: http://www.nestle.com.au/media/newsandfeatures/allen%E2%80%99s-
makes-it-oh-so-easy-to-be-green! [Accessed 30 Aug. 2017].
CARE Australia. 2017. Media - CARE Australia. [online] Available at:
https://www.care.org.au/media/ [Accessed 30 Aug. 2017].
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
van der Zanden, L.D., van Kleef, E., de Wijk, R.A. and van Trijp, H.C., 2014. Understanding
heterogeneity among elderly consumers: an evaluation of segmentation approaches in the
functional food market. Nutrition research reviews, 27(1), pp.159-171.
Atkinson, A.B. and Bourguignon, F. eds., 2014. Handbook of income distribution. Elsevier.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.