Market Segmentation & Integrated Marketing Channels Analysis

This report analyzes the effectiveness of target marketing through market segmentation and integrated marketing channels in creating long-term customer loyalty and driving organizational growth, focusing on the Australia Tourist Commission case study. It examines how segmenting customers, particularly independent adventurers and young travelers, allows for personalized approaches and loyalty programs, enhancing customer value and brand perception. The report also discusses the importance of integrated marketing channels, both online and offline, in delivering consistent brand messages and positive customer experiences. By targeting specific segments with tailored offers and leveraging integrated communication channels, organizations can foster customer trust, loyalty, and overall growth.

Marketing Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 2............................................................................................................................................3
Identify and analyse about how effective target marketing through market segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive growth
in different organisational contexts..................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management refers to the process of planning and executing the conception ,
pricing, promotion and distribution of ideas. It is basically the art and science of choosing target
markets and growing customers through creating and communicating superior customer value. The
present report covers discussion about two case studies. The report covers discussion about
effective target marketing through market segmentation and also about integrated marketing
channels that has impact on the creation of long term customer loyalty and growth of an
organisation into different aspects.
TASK 2
Identify and analyse about how effective target marketing through market segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive
growth in different organisational contexts
Businesses have considered market segmentation as their effective tool for purpose of
increasing interaction with target consumer. They have focused on allocation of resources to
increase their market efficiencies which is particularly concerned to smaller consumer segments.
With respect to case study, Australia tourist commission has properly made plans to attract
customers on a large scale so that they can grow in each and every aspect. Their major objective is
to increase the number of visitors to Australia from overseas and also to maximise benefits to
Australia from overseas visitors. For fulfilling these objectives they have provided certain services
which includes helping travellers to plan their trip to Australia and also help businesses to co-
operate in mutual way through tourist ventures support(Australia in 8D).In addition to this , it
involves working with range of partners for purpose of converting strong interest levels in visiting
Australia. According to the case study, Australia tourist commission has segmented its customers of
independent adventurers aged between twenty five to thirty four years as their primary market.
The secondary market has young independent travellers which is aged between eighteen to
twenty four years and independent adventurers aged between forty five to sixty five years. Market
segmentation helps in terms of creating a personalized approach that makes feel their customers that
they are very supportive in terms of understanding them. In this way, they feel themselves valued
and they also feel privileged for having services from this responsible organisation. Segmentation is
also based on customer loyalty which get enriches through loyalty programs. A brand Australian
campaign has been launched across major markets due to which it is easier to build positive
relationship with their customers. This campaign gives an opportunity to their customers that they
develop faith on particular brand by understanding their core purpose. In terms of building long

term customer loyalty, positioning also plays a very important role and this campaign has uses range
of features. These features help consumers to identify and develop perceptions about range of
products. These range of products convey certain parameters like benefits, values series of attributes
and promises.
The Brand conveyed itself to their customers in the form of free-spirited, colourful and in
optimistic manner. Through this way, brand has tried to develop its image in the minds of their
customers. For building long term customer loyalty, brand has to convey its story in an appropriate
manner so that customers can trust them and also gives them opportunity to come up with new ideas
in future. The brand also conveys information about qualities of Australian people that they are
genuine, open minded and unpretentious as well. These qualities ensure their customers about
safety and security in that country and also gives a feeling of excitement so that customers can fully
trust their brand and easily get ready for this adventure.
With respect to case study, an appropriate marketing mix targets particular segments and
then devises specific package for each segment. According to an example YIT's are those students
who make their own travel arrangements. For building long term customer loyalty, they have
provided working holiday visas to young people. Australia's working holiday maker aims for
promoting international understanding by allowing young people to experience the culture of
another country. By providing such opportunity to young people helps in terms of their overall
development due to which customers feel valued and motivated as well. This kind of opportunity
gives an experience for exploring the culture of Australia country and other nations as well. This
kind of special offers attract customers on a large scale and helps them in retaining for longer period
of time.
Attraction towards Australia visit is also due to particular events in Sydney like Olympics,
Paralympic games and many other celebrations. So Australia tourist commission get a chance to
attract young people for this kind of opportunity. It has been observed that there is significant
growth of European arriving in Australia and this will make increase in market share of
international tourism. Due to increase in number of visitors which will also result into increase in
export earnings from tourism as well as people working within tourism industry. From this example
it has been proved that by targeting young age people through segmentation, long term customer
loyalty can be build. This has happened due to reason that Australia Tourist commission has
provided great opportunities and offers which will excite the young age people to visit that
particular country.

Integrated marketing channels plays a very important role in terms of growth of organisation
and it act as similar kind in all the target market areas. Integrated marketing channels is the way
through which unique and integrated message has been delivered to their customer through any
mode of communication whether it is online or offline. It has been observed that consumers mostly
spend their time on internet and their buying decision is also based on online reviews. Customers
mostly consider three to five pieces of content before making any decision of buying anything. In
terms of growing business into positive spectrum it is necessary that content should be great which
delivers brand message consistently to the target audience. The content should be designed in such a
manner that it holds the attention of audience for longer period of time. The content should be
relevant, meaningful and persuasive in driving the behaviour at each of buyer’s journey. The
content should have some value so that they get ready to exchange their contact information with
the organisation for the purpose of purchase.
In this competitive world of digital marketing, offline parameter still have their own
importance. Offline marketing like direct mail, print ads, demonstration and event plays an
important role in terms of increasing sales of an organisation. For remaining into more interactive
mode some buyers some still prefer offline channels. In this way, offline integrated marketing
channels also support in terms of increasing growth of an organisation from every aspect. For
attracting customers on large scale, it is necessary that content should be customized and it should
be developed and adaptable in terms of nature. Customized content help in terms of retaining
customers for longer period of time and also attract new customers for the growth of an organisation
as well. Marketing channels is not only about conveying an organisation message but it also relates
with customer experience. When content has been delivered into positive manner to their customers
then it meet out the expectations of customers and as a result customers trust the brand and
contribute in terms of growth of an organisation. Collection of data also help in terms of growing
the business into positive direction.
With respect to case study, effective target marketing has been done through integrated
communication channel for purpose of creating long term customer loyalty. Australia tourist
commission has developed has developed a marketing strategy which involves trade marketing to
organisations as well as consumer marketing for travellers. For this purpose Australia Tourist
Commission has worked closely with different airlines, tour operators and other organisations
which are seeking tap into the Australian market which is based in UK.

Segmentation help marketers to be more efficient in terms of money, time and other
resources. Market segmentation allows companies to learn about their customers. Through this way,
they get better understanding about customers wants and needs and therefore can tailor campaigns
to customer segments most likely to purchase products and services. By understanding customers
into deeper manner by the company they can earn trust and loyalty of their customers for longer
period of time. In this manner, it can drive the company towards growth and development as well.
For providing information to their consumer ATC produces a certain consumer publications which
act as the main tool. For having growth in business, ATC provides regular newsletters for their
industry partners so that they can make them aware about their working parameters which will help
in terms of retaining them for longer period of time. Their major communication has been done
through web based activity through their corporate website named as www.atc.australia.com. They
also participate in many trade events so that they can make their process of working updated
according to changing period of time and make amendments in it according to market requirement.
Through these ways market has been easily targeted through integrated communication channel
which has some positive and negative impacts on the growth of organisation.
When young travellers has targeted for this adventurous trip then they communicate in such
a manner that they describe about Australia in a very positive manner. They communicate about
various aspects of Australia which includes young and vibrant city life, innovative lifestyle and food
. In addition to this there are sports facilities, places to party in festival times. They also explain in
such a manner that it is the easiest travel option to visit Australia and also have wide diversity
within regions. In this way, by targeting a specific customer segment, an organisation can grow
itself into positive manner. With respect to case study, in the overall manner Australia tourist
commission has targeted young age people for giving new experience in Australia country. For this
purpose they have given different offers and tries to build positive image in the minds of customers
so that it creates positive impact on long term customer loyalty.
For attracting visitors on large scale they have used such type of communication channels
and organise specific campaigns so that they can convey their message to large number of
customers. By organising and taking part in particular events they have tried to build trust in the
minds of customers as well as their partners so that their organisation can grow into positive
manner. When company has segmented the market into appropriate manner and it covers majorly
youngsters and adults for the visit purpose. With support to integrated marketing channels, they can
convey their message to large number of audience and can hold the customers for longer period of
time and can attract new customers to avail the services. In this way both factors positively impact
the growth of customer loyalty and contribute in terms of growth of an organisation.

For the growth of Australia tourist commission at organisation level in each and every
aspect they have focused on attracting visitors on large scale so that it results into increase in
number of employees in an organisation. When customers has increased then they need more
employees in their organisation to fulfil needs and requirements of the market. In this way,
organisation grow themselves into positive and result-oriented manner. When organisation properly
communicate in authentic manner to their customers then it will contribute in terms of growth of an
organisation. For the growth of an organisation it is necessary that content should be relevant and up
to date with changing period of time so that customers can't mislead themselves as well as other
people. According to Australia tourist commission, they have to always update their sites with every
kind of changes in Australia country for purpose of effective communication to their customers.
When organisation has communicated into positive manner then it contributes into development and
growth of an organisation. This can only be possible through integrated communication channel. In
this way, by targeting into effective manner with support of market segmentation and integrated
communication channels creates positive , integrated impact on customer loyalty as well as growth
of an organisation.
CONCLUSION
With respect to second case study, it has been observed that Australia tourist commission has
targeted the young customers through integrated marketing channel and market segmentation. This
has created positive impact on long term customer loyalty and on the growth of an organisation. For
attracting customers on large scale, Australia tourist commission has made some plans and
objectives so that they can properly help their customers in planning trip to Australia. In this way,
organisation has tried to attract customers on large scale through their exclusive offers.

REFERENCES
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Online
Coca-Cola Nigeria launches first new campaign,2021[Online]Available
through:<https://bhmblog.medium.com/coca-cola-nigeria-launches-first-new-campaign-since-
lockdown-open-like-never-before-8f9f45f585e4/>
Nigerian bottling company at a glance,2021[Online]Available through:<https://ng.coca-
colahellenic.com/en/about-us/nigerian-bottling-company-at-a-glance/>
Australia in 8D,2021[Online]Available through:<https://www.australia.com/en-in/>