Marketing Questions: Strategies and Techniques Analysis

This report presents an analysis of various marketing strategies and techniques, covering diverse aspects of the field. It begins by examining cause-related marketing through the example of the Fred Hollows Foundation and its partnerships. The report then explores customer relationship marketing strategies, using Billabong as a case study, and Nestle's product specialization efforts. The study further delves into income distribution analysis, utilizing the median household income as a key metric, and its implications. The report also evaluates market segmentation strategies employed by major FMCG companies like Unilever, P&G, and Nestle, offering recommendations for improvement. Finally, it discusses global geographical trends impacting international marketing, such as demographic shifts and their influence on supply, demand, and external factors. The report references multiple academic sources to support its findings.

Marketing questions 1
Questions discussion on market, marketing strategies and techniques
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Marketing questions 2
ACTIVITY 1:
Part A: The non-profit organization is known as Fred Hollow foundation which raises funds for
kind initiatives. ‘It works based on strategic relationships with corporate world to raise funds to
support sight initiatives and changing lives of communities’ (Andaleeb 2016, p.180). Fred
Hollow foundation do not seek to make profit but they aim to remain sustainable in the long run.
Sustainability is enhanced by applying a cause related marketing concept used to capture a larger
audience by creating awareness. ‘It is a marketing concept where organizations through
partnership look for a good cause through their market image to benefit mutually’ (Hollensen,
2015 p.45). The marketing concept can be proven through the Fred Hollow website where
descriptions of the products and services offered by the corporate partners is given. Customers
will continue buying products from their companies knowing that their monies are heading
towards a good cause.
Part B: Lack of information on products with more information on surfing, skiing and skating
industries has helped Billabong to build relationship with targeted customers. The marketing
strategy employed seeks to develop a solid relationship by providing them with direct
information that caters their interest and needs. ‘The market strategy seeks to focus creating
symbiotic relationship with its customers by promoting company loyalty and enhancing
communication’ (Hollensen, 2015 p.67). The customers are provided with platform where they
can give opinions and suggestions on new trends provided in choreographic websites. For those
in skiing industry the method is effective in creating better relationship.
ACTIVITY 2
In its latest news ‘Nestle’ Australia is focusing on product specialization on its main products.
The products that the company focuses to promote and market globally are its coffee brand and
children related products. The focus will be creating strategic relationship with other marketing
agents located across the world. The strategic marketing is better strategy in increasing market
share and reduction of costs. The aim is to provide healthy nutritional products for the market
segments of new born babies and children of different ages. The company is also facing
challenges of clarifying on its products ingredients through the ‘antigen’ campaign. The business
sold its ice cream business and Mulgrave factory to pacific Equity partners. ‘The selling of the

Marketing questions 3
different business is proving the company commitment in focusing on specialization of its main
products’ (Schlegelmilch 2016, p.86).
The peter’s page it has introduced PROUD & PUNCH a tasty treat ice cream the product was
develop to add from other portfolio of products inherited from parent company ‘Nestle’. The
product contains fresh ingredients that taste better with a lot of flair for Australian communities.
The product developed is aimed to be promoted to families and friends setting trips to beaches
during the hot summer, the aim to promote consumption of the brand during the summer heat
period. The use of promotion strategy can be successful because the ice cream brands is already
established through its parent organization, and the marketing timing for the product in terms of
climatic conditions is appropriate.
ACTIVITY 3
The distribution of the income in Northern territory or New Zealand’s North Island can be
measured using median household income. The median is a common methodology used to
measure the propensity of income distribution in different geographical locations among
households. The method divides the different households into two: those with more than the
medium household income and others with below the median household income. The median
household income is obtained by dividing aggregate demand with the number of population in
the geographical location. It can be classified using percentiles those above 90 percentiles and
below the 10 percentiles representing higher income earners and low income earners
respectively. The household income depends on disposable incomes that are what is available for
households to consume in normal household activities. ‘The household disposable is obtained by
removing taxes and savings from what the working earnings’ (Ryan 2016, p.25).
The distribution of income is determined by dependency syndrome. If the persons who are below
the medium class depend on each other on several social amenities then the locality income is
low. Those with higher income in given location will not be depending on each other on the
normal social amenities that prove a high income in those geographical areas. The median
household income and mandatory taxes are good indicators of the existing standard of living.
‘The people sharing household and income earners prove distinctively income distribution across
several geographical locations’ (Chari, Katsikeas, Balabanis & Robson 2014, 146).

Marketing questions 4
ACTIVITY 4:
The three FMCG companies are Unilever, P&G and Nestle; they employ different market
segmentation and mass approach. There ranking was based on suitability of the segmentation to
wide market. Nestle company is ranked number one it employs two segmentation strategy. It
uses geographic segmentation for its Nescafe ice which depends on market weather conditions
either to sell when cold or cold. It utilizes demographic segmentation in classifying the two
markets into new born babies and children of other ages. The products are differentiated
according to the two types of segments. The recommendation is that the company needs to focus
in future to a comprehensive market type of segmentation that covers the third segment of the
adult.
Unilever is a consumer manufacturing company for products is ranked number two. The
company employs target mass market segmentation to capture a wider larger global audience.
‘The target mass segmenting employed is focused at providing a healthy and cautious product to
different customers’ (Armstrong, Kotler, Harker, & Brennan 2015, p34). The recommendation to
Unilever is that for future effectiveness they need to focus on demographic segmentation
segmenting customers to specific targets of age, gender etc. The third ranking is Procter and
Gamble (P & G) it employs target market segmentation focusing on quality and cautious
customers. It covers middle and elite class customers. The recommendation to P& G is that
method of segmenting is not effective it need to focus on psychographic segmentation to capture
customer behavior characteristics (Chiu, Tzeng & Li 2014, 235).
ACTIVITY 5:
‘There have been worldwide geographical trends which have affected international marketing
over the last two centuries’ (Ryan 2016, p.45). ‘Different countries are experiencing aging
processes and continue facing the ageing process due to drastic demographic transition’ (Appiah-
Adu & Amoako 2016, p.23). The aging is resulting from their products and services being
overtaken by changing market patterns. There have been increase in working age population and
reduced demographic transitions in other countries. Example of demographic trends affecting
international marketing include: supply, demand and external trends. Demand trend originate
from the rising number of new customers surging every year creating demand of goods and

Marketing questions 5
services. The supply trends emerges from new additional costs involved in production process,
while external trend addresses on legislation, agreements and concessions affecting business
operations. Both three trends affect geographical dynamics in which marketing professionals
need to plan in order to formulate marketing strategies.
The rising number of population has created a baby boom generation in which several businesses
are focusing to benefit from. The baby boom originate from more demand created from new
customers emerging and changing pattern of customer preferences and tastes. Those businesses
with creative business and marketing strategies that provide home needs products and services
are set to benefit from the baby boom generation. They need to carryout market research in order
to come up with innovative products that focus on the future. The strategy is to come up with the
right and suitable product and service when the new customers emerge.

Marketing questions 6
Reference lists
Andaleed, S 2016, Market targeting, segmentation and positioning, Strategic marketing in Asia:
lessons across industries and case studies, (pp.179-207), Emerald Group publishing ltd.
Appiah-Adu, K and Amoako, G 2016, marketing execution strategies in developing economies:
case studies of selected leaders in the market, African journal of management studies and
economic, 7(1), p.9-29.
Armstrong, G., Kotler, P., Harker, M and Brennan, R 2015, Introduction to marketing, Pearson
Education.
Chari, S., Katsikeas, C., Balabanis, G., and Robson, M 2014, Emergent marketing performance
and strategies: Effects of market uncertainty and strategic feedback systems, British journal of
management, 25 (2), p.145-165.
Chiu, W., Tzeng, H and Li, H 2014, developing e-store marketing strategies using a new hybrid
gray relational model to satisfy customer needs, international journal of decision making and
information technology, 13 (02), p.231-261.
Hollensen, S 2015, marketing management: relational approach, Pearson Education.
Ryan, D 2016, a digital marketing understanding: marketing strategies in digital generation,
Kogan page publishers.
Schlegelmilch, B 2016, Target segment and positioning in the global market, global marketing
strategy, (pp. 63-82), Springer international publishing.