MKT503 Clients & Markets: Naturally Cheeky Positioning & Mix Dev

This report analyzes the positioning and marketing mix development for Naturally Cheeky, a nutritional drink company targeting the Australian market. It identifies both B2B and B2C niche markets, detailing consumer behavior using psychological concepts. The report explores buyer decision-making processes, consumer perception and motivation, and the influence of groups on purchasing decisions. It then provides recommendations for the marketing mix, focusing on product, price, place, and promotion, tailored to the identified target segments. The analysis emphasizes the importance of understanding consumer behavior to develop effective marketing strategies that drive business growth and brand loyalty.

Title: Positioning and mix development
Student name:
Unit title and code:
Tutor name:
Date:

Introduction
The target niche market of the product would be Australia and the amount of people who
lives and know about the brand. There is a chance to deal with the product sales with the
target people after introducing the product and the number of people spread all over the
nation. Thus, it works with an ideal place for the company to introduce its nutritional drinks.
As per the Naturally Cheeky, it has been the important choice for the consumers and it helps
to deal with the nutritional drinks to consumer. It also helps to deal with the unique approach
of the product and this generates the strong quality of brand. This helps to deal with the hard
work and it helps in the massive retail industry for different years. This market has high
opportunity for the target customers who focus on the relation to deal with the quality
approaches of the juices and nutritional drinks. (Gao et al 2013)
The company will focus on the excellent performance and it will focus on the company on
new generations of consumers who will arrange the products that works on the modern life
and it will help to meet the loyal customers and this way, the company will expect high
amount of growth successfully. It will also help to work actively together and it will focus on
the nutritional juice. As per the research, the company works on increasing the sales and
success for the market. (Grewal et al 2010)
B2B target niche market
The nutritional drinks and juices are important to deal with the value as well as amount of
growth in the recent years. The company will focus on the new food product for the target
market and it is also difficult for the company to launch the new product related to the food
product. With respect to the competition, it helps to sell the products and the company help
with the quality of fruit. It provides the opportunity for the company to involve in the market
with respect to the differentiated marketing base. There will have worldwide selling that
includes experience in international trade and it also helps to deal with the special position
and helps to introduce the products in the country. (Veit et al 2014)
Business to Business market niche overview
The target market of the product could be the importance of target people who live with
respect to the brand and the amount of people who works in the country will introduce the
product all over the country. This will help to deal with the position in the company to
introduce the nutritional brand and healthy drinks. As per the research, the company focus on

the preferred selection of customers at times of packaging and branding. This reflects the
unique value of the product and it will also help in expansion internationally. The core quality
approaches of the drink will work with the brand and it will work on the pattern of the culture
with the core product. (Hennig et al 2013)
Buyer decision making
There is no other competitor in the country Australia and it concentrates on ideal industry to
survive the Naturally Cheeky market into the market where there is strong focus of people. Its
unique selling approach is the strong quality that is based on the top variety and it developed
nutritional drinks in the country. The market focuses on health consciousness of Australian
people with respect to the desirable income flow and high quality products at the country.
This fits the importance of successful drink and this brand is available in the Australian
market. It also introduces the different products that introduce similar product. The high
awareness of the product helps in emphasizing the company to meet the core volume and
skills of the drink which focus on the healthy lifestyle. (Hope et al 2009)
The huge challenge of the international market is called as language issue which ends with
the promotional amount. The company works on promoting the products in English and it
have different employees who are talented with English. This helps to enhance the product
development and product management in different manner. There are high amount of tourism
in different level and there is a high amount of collaboration and interaction which focus on
cultural values. (Taylor 2012)
Consumer perception
To know the current target market for the defined product such as Naturally Cheeky focus on
the people who are conscious in their health and seek health related advantages and this is
important to deal with the target market. Thus, it is important to develop the communication
network and marketing skills in the valuable approach. Thus, to focus on the business goals
and objectives, it is important to develop the strategy for communication. Innocent is possible
to decrease the major challenges. To focus on the pull strategy, the consumer looks for
developing the network and it helps to promote the product successfully. (Sull 2007)
Consumer motivation

To develop the awareness among the consumer, it is important to focus on the target market.
The target market will be attracted via market communication message and it also offers
health related benefits for the product as well as it provides high quality for the product. To
develop the unique selling approach, the company will also deal with the marketing
campaign. The USP of the product will be secure as consumer will not focus on artificial
ingredients in the product. It is vital for the organization to focus on the message for the easy
message. This will help to develop success with the marketing communication plan. (Fulgoni
2014)
Consumer knowledge
The entry mode by Naturally Cheeky s based on direct or indirect entry mode, joint venture
approach, direct development and international market development. With these approaches,
company deal with the examples for the options of export of the nutritional drinks because of
the less amount of risk. It carries unsustainability for the business with traditional selling
tools that do not involve a joint venture. There will have direct development approach by
developing the current product as well as customer base at less amount of volume. It also
provides the high level of advantages of strong control that occurs with high amount of cost
without exchanging it with the people. This is important for long term dedication and
commitment in the international market. (Standage 2014)
Influence from group
There is a minimum influence of group as business works independently and the company
focus on business or individuals with Australian region.
Personality and emotion
Business has personality from other customers and it is based on the product. The company
sells its products for fitness and health. Thus, consumers are happy with the services.
Consumer attitudes
The attitudes of consumer have formed with positive approach that helps in the health
components and it provides satisfaction to consumers. (Katona & Sarvary 2014)
Marketing mix

To develop the proposed strategies, the tactical strategy will be used and it is important to
understand the 4Ps of marketing such as place, product, price as well as promotion.
Place: Naturally Cheeky will target the distribution network to meet the marketing mix
element. The retailers will be employed with the distribution of the product. The retailers will
identify the food retailers to distribute their nutritional drinks. This will work on high level
pricing strategy and premium price products by the company. The company will help to
gather and meet the presence as well as product transportation. (Stirrup 2014)
Product: The product called as Naturally Cheeky is strongly formed with nutritional drinks
and fruits. The tools such as air whipped technique help to develop the product compared
with other products. This helps in dealing with the natural ingredients and flavour of the
fruits. This comes with different flavours such as strawberry, banana and other flavour as per
the taste of consumers. It emphasize upon the natural materials for health related advantages.
(Jordi 2014)
Price: The price strategy of the product should remain competitive against the luxury
products. Thus, the strategy of pricing will help to continue with the market place. It will also
help in aiming the market share of the competitors. The product has strong potential in
focusing on the high level of quality. It is vital to deal with the pricing strategy of the
marketing communication plan and it will help to develop the association with the customers.
(Kemerer et al 2013)
Promotion: The promotion in marketing mix has been known with multiple approaches of
communication mix that is the important technique for achieving the goals for the success.
The communication strategy which has paid approach delivers message to consumer. It
develops awareness and it is marketed through multiple approaches with different magazines,
newspapers and internet. Public relations have high quality of effectiveness to develop the
association and it works on different levels of sponsorship and social networks. (Straker et al
2015)
Thus to recommend, the consumer behaviour is important to develop the responses of people
for the products as well as services. It is important for the company to work on consumer
prospect and to develop the relation for marketing for the business perspective. To know the
customer behaviour, it is important to develop the product with the services and to promote it
in an effective approach. It is vital for Naturally Cheeky to focus on the target market and it

should work on the marketing, segmentation as well as promotion. This will help to develop
the marketing plan to lead the business profit as well as advantages for the company known
as Naturally Cheeky. It offers to help in the marketing communication and it will help in
understanding the approach. It helps to focus on the strong messages for the target group.
(Kim and Shin 2015)
Therefore, in niche marketing, the company works on the small target segment. The major
aim is to focus on the less amount of capital, low cost and high level of specialization with
the type of target market needs and to develop the products specialization. The benefits of
niche market are to offer on developing the strong brand image for the customer. (Sostre and
LeClaire 2014)
B2C target niche market
The marketing has evolved completely, the organization understand that there is a need of
loyalty amongst customers. It helps to deal with the continuous strategies of marketing
compared with the competitors. The product focuses on nutritional product that possesses
iron, protein, minerals and calcium ingredients. These were defined with the research done in
the market place. It helped to understand the target market that reaches the segmentation
strategy and the targeting is followed for new products.
Overview of business to consumer market
Market segmentation is processed through meeting the needs and preferences of customers
and it works on determining the buying behaviours of the consumer. Globalization helps in
developing high amount of potential in the market place. Each segment works on different
market such as geographic, demographic, psychographic and behavioural segments.
(Schaefer 2012)
Buyer decision making
In case of B2C markets, there are different types of segment that are known as geographic,
demographic and psychographic and behavioural behaviours. There are multiple
characteristics that focus on measurable, descriptive and other behaviour of customers
depending on the lifestyle of the customer’s. Geographic segment is called as the location of
the customer and this product mainly deals in Australian location. This will help to involve

the behaviour of customers of Naturally Cheeky. It will work on the categories that will meet
the market to segment. (Labrecque et al 2013)
The target market for the product will be dependent on the market segmentation that will
offer the important needs of the product to its customers. This strategy is demanding and with
these parameters, there will have differentiation focusing on the development and growth of
the individual market mix strategy. It can also create the level of skills for the target market
needs and preferences.
The B2C market contains similar characteristics compared with the B2B. The major
parameter among this approach is the business buying behaviour and this product will target
the market place based on relationship selling and the sales can be generated on long term.
Consumer segmentation is dependent on the lifestyle of the buyers and it helps to meet the
needs of the customer. (Quinton 2013)
Motivation of customer
There are multiple tools to focus on customer motivation provided by Naturally Cheeky and
the quality of the product will be the motivational factors to purchase the products from the
company. This influences the customers to deal with the satisfaction.
Perception
Customers’ perception is important and it is dependent on the products of the Naturally
Cheeky. Customer awareness is based on the market strategies and the attention of customers
has the skills to meet the customers. (Milligan 2015)
Customer knowledge and learning
The strategy of marketing is chosen and described with the help of target market where the
company know the opportunities of business. The target market is known that helps to
purchase the product of the company. It is a defined group who works on creating awareness
and generating profits. The major step it should follow is based on the research of potential
market who deals with profits and competition. It helps to choose the market segment. (Lester
2012)
Social influence

In B2C market, the important categories such as geographic, demographic and psychographic
behaviour will help in multiple approaches for the market. As per the age level, the market
will be segmented at different levels. Children require iron and minerals and young people
look for vitamins. There is a need of primrose oil for elder people. Therefore, the company
brings these materials and ingredients along with the product which is healthy and nutritional
for the customers. The product of “Naturally Cheeky” will help people to consume better
food and it will help them to intake better product. (Murthy 2012)
It is recommended that the company should apply the strategy to target the market and to deal
with the multivitamins. The brand strategy and pricing strategy is important and it
differentiates the offering through branding. It helps to differentiate the brand amongst
customers. This can generate superior values for the company and it will help to add the
product value. It will enhance the value based sources among the minds of consumer.
Personality and self emotion
By creating the awareness of the brand, the company can generate its online presence with
the help of consumer. It will help to create the strong customer association. It will also
develop new products and there will have different geographical region. To remain healthy is
the main task of this brand and this will help to keep the consumer healthy. Naturally Cheeky
should work on product innovation and it will help to meet the long term goals. It will also
develop and introduce new products and meet the needs of customers in different parameters.
(Olbrich 2012)
Customer attitudes
The attitude of customer can be based on the behaviour as well as feelings of consumer. This
is important to develop the emotional connection and it is important for the preference of
product mix. The pricing strategy can be the strategy to use the marketing. The sufficient use
of pricing strategy is important to increase the competitive benefits and this generates
opportunity for the companies to redesign and redevelop the strategy mix. The cost cutting of
the products as well as services are known to be the important way to interact with the
customers. The control in the price structure can be meaningful for the company to work on
the products. There will have some kind of offers and discounts and this will help to store
more advantages. It will also help to implement the market segment and it will help to meet
the demand successfully. (Peters et al 2013)

Market mix recommendation
The use of online market will help the company to develop numerous customers. It will help
the buyer to evaluate the decision making strategy and go for the product. The model of
customer decision making will be final and successful with the better spread of messages.
Consumer will be motivated with the help of product features and quality. This will develop
healthy feelings and drive most of the consumers to use this product.
It is hard for the company to focus on the correct strategy of pricing that meets customer
expectations and the mismatch of price expectations can lead to unhealthy association with
the customers. This can decrease the amount of profits too. It might be possible for short term
but it is not suitable for long term. Therefore, the customers should focus on the purchase of
the product and it is hard to increase the price again. There include high amount of risk and
the customers should not focus on the price again. It is not appropriate for long term.
While focusing on the strong strategies of marketing, the value can be created. It can generate
high profits and values. This will help the company to improve the awareness among the
customer and it will also help to enhance the volume of the product. It will manage the
pricing strategy and help to achieve high amount of profit. There include challenges and there
is a need of investment in advertisement as well as promotion. The segmentation is important
to know the changing needs of consumer and behaviour of the consumer. It will help to offer
the satisfaction with consumer needs and wants. (Porter et al 2011)
Therefore, segmentation helps to develop the amount of consumers as well as markets. It
offers best products and services to meet the needs of the consumer. It also develops high
level of benefits among consumer as well as the company. The diversified product should be
used for different ways and it should work on developing loyalty of the brand. This way,
there will have high amount of profits. (Lupton 2012)
The company can work on different strategy such as direct marketing, advertisements public
relations and packaging etc. Internet is the most important source for the company to work
for promotion. There are different mediums where the company can target the customer base.
It works on promoting the brand. This will help to promote the brand and it will help to view
the ideas and images online about the company. Advertisement is important for developing
the awareness among customers and this can enhance the base of consumers. The important

parameter is to target the customers who are young and it remains online for the customers.
(McDonald and Wilson 2011)
There are other ways to promote the business and this can help in meeting social
participations that also help to improve the network and visibility of the brand. It helps to
develop the strong strategy of pricing. Thus, to recommend, there is a need of better
marketing approach for the target market. This will help to generate the environment and it is
mainly for children, youth, sports people etc.
The company can sell more volumes with the help of decease in the cost of production. It can
provide offers and discounts to work on sales. It can reach the people and increase the base of
consumer. This way, it can also promote the people to do better. (Few 2012)
Conclusion
To conclude, Naturally Cheeky focuses on niche market. It helps to promote the product with
the help of adventure, sports and other parameters. The advertisement and promotion can
help in continuous improvement and increase the share market. It is very competitive and
forms loyal base of customer. This can help in promoting the social media, public relations,
and other sources of electronic media. The company can also work on product bundling and
connect more people in a better way. This will help the company to increase the profit and it
will help in the natural way to create the healthy lifestyle. This way, it will provide best
outcomes. (Marwick 2013)

References
Few, S. (2012) Show me the numbers: designing tables and graphs to enlighten. 2nd ed.
Burlingame, Calif: Analytics.
Fulgoni, G. (2014) ‘“Omni-Channel” Retail Insights and The Consumer’s Path-to-
Purchase.’, Journal of Advertising Research, 54(4), pp. 377–380. Available at:
http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=ufh&AN=100070419&site=ehost-live.
Gao, T. (Tony), Rohm, A. J., Sultan, F. and Pagani, M. (2013) ‘Consumers un-tethered: A
three-market empirical study of consumers’ mobile marketing acceptance’, Journal of
Business Research, 66(12), pp. 2536–2544. Available at:
http://www.sciencedirect.com.oxfordbrookes.idm.oclc.org/science/article/pii/
S0148296313002373.
Grewal, D., Janakiraman, R., Kalyanam, K., Kannan, P. K., Ratchford, B., Song, R. and
Tolerico, S. (2010) ‘Strategic Online and Offline Retail Pricing: A Review and Research
Agenda’, Journal of Interactive Marketing, 24(2), pp. 138–154. doi:
10.1016/j.intmar.2010.02.007.
Hennig-Thurau, T., Hofacker, C. F. and Bloching, B. (2013) ‘Marketing the Pinball Way:
Understanding How Social Media Change the Generation of Value for Consumers and
Companies’, Journal of Interactive Marketing, 27(4), pp. 237–241. Available at:
http://www.sciencedirect.com.oxfordbrookes.idm.oclc.org/science/article/pii/
S1094996813000406.
Hope, J. S., Muñiz, A. M. and Arnould, E. J. (2009) ‘How Brand Community Practices
Create Value’, Journal of Marketing, 73(5), pp. 30–51. Available at:
http://www.jstor.org.oxfordbrookes.idm.oclc.org/stable/20619045?
seq=1#page_scan_tab_contents.
Jordi, P. (2014) ‘Business performance and social media: Love or hate?’, Business Horizons,
57(6), pp. 719–728. Available at:
http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=99212066&site=ehost-live.

Katona, Z. and Sarvary, M. (2014) ‘Maersk Line: B2B SOCIAL MEDIA--“IT’S
COMMUNICATION, NOT MARKETING”.’, California Management Review, 56(3), pp.
142–156. Available at: http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=96209443&site=ehost-live.
Kemerer, C. F., Liu, C. Z. and Smith, M. D. (2013) ‘Strategies for tomorrow’s “winners-take-
some” digital goods markets’, Communications of the ACM, 56(5). Available at:
http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=87500267&site=ehost-live.
Kemerer, C., Liu, Z. C. and Smith, M. (2013) ‘Strategies for Tomorrow’s “Winners- Take-
Some” Digital Goods Markets.’, Communications of the ACM, 56(5), pp. 76–82. Available
at: http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=87500267&site=ehost-live.
Kim, J. K. and Shin, D.-H. (2015) ‘An acceptance model for smart watches: Implications for
the adoption of future wearable technology’, Internet Research, 25(4), pp. 527–541.
Available at: http://www.emeraldinsight.com.oxfordbrookes.idm.oclc.org/doi/pdfplus/
10.1108/IntR-05-2014-0126.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P. and Hofacker, C. F. (2013)
‘Consumer Power: Evolution in the Digital Age’, Journal of Interactive Marketing, 27(4), pp.
257–269. Available at:
http://www.sciencedirect.com.oxfordbrookes.idm.oclc.org/science/article/pii/
S1094996813000376.
Lester, D. (2012) How they started digital: how 25 good ideas became specacular digital
businesses. Richmond: Crimson.
Lupton, D. (2012) The Thirteen Ps of Big Data. Available at:
https://www.researchgate.net/profile/Deborah_Lupton/publication/276207564_The_Thirteen
_Ps_of_Big_Data/links/5552c2d808ae6fd2d81d5f20.pdf.
Marwick, A. E. (2013) Status update: celebrity, publicity, and branding in the social media
age. New Haven: Yale University Press.

McDonald, M. and Wilson, H. (2011) ‘Marketing plans: how to prepare them, how to use
them.’ Available at: http://lpu.blogs.usj.edu.lb/wp-content/blogs.dir/31/files/2011/08/
McDonald-Wilson-les-6I.pdf.
Milligan, J. N. (2015) Learning Tableau: leverage the power of Tableau 9.0 to design rich
data visualizations and build fully interactive dashboards. Birmingham: Packt Publishing.
Murthy, D. (2012) ‘Towards a Sociological Understanding of Social Media: Theorizing
Twitter’, Sociology, 46(6), pp. 1059–1073. Available at:
http://soc.sagepub.com.oxfordbrookes.idm.oclc.org/content/46/6/1059.full.pdf+html.
Olbrich, Rainer (2012) ‘Modeling Consumer Purchasing Behavior in Social Shopping
Communities with Clickstream Data.’, International Journal of Electronic Commerce, 16(2),
pp. 15–2012. Available at:
http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=69899809&site=ehost-live.
Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B. and Pauwels, K. (2013) ‘Social Media
Metrics — A Framework and Guidelines for Managing Social Media’, Journal of Interactive
Marketing, 27(4), pp. 281–298. Available at:
http://www.sciencedirect.com.oxfordbrookes.idm.oclc.org/science/article/pii/
S109499681300042X.
Porter, C. E., Donthu, N., MacElroy, W. and Wydra, D. (2011) ‘How to Foster and Sustain
Engagement in Virtual Communities.’, California Management Review, 53(4), pp. 80–110.
Available at: http://search.ebscohost.com.oxfordbrookes.idm.oclc.org/login.aspx?
direct=true&db=bth&AN=65087791&site=ehost-live.
Quinton, S. (2013) ‘The community brand paradigm: A response to brand management’s
dilemma in the digital era’, Journal of Marketing Management, 29(7-8), pp. 912–932.
Available at:
http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.729072#.VO2kYPmsWBI.
Schaefer, M. W. (2012) Return on influence: the revolutionary power of Klout, social
scoring, and influence marketing. New York: McGraw-Hill.
Sostre, P. and LeClaire, J. (2007) Web analytics for dummies. Hoboken, N.J.: Wiley.

Standage, T. (2014) Writing on the wall: social media - the first 2,000 years. New York:
Bloomsbury.
Stirrup, J. (2014) Tableau dashboard cookbook: over 40 recipes for designing professional
dashboards by implementing data visualization principles. Birmingham: Packt Publishing.
Straker, K., Wrigley, C. and Rosemann, M. (2015) ‘Typologies and touchpoints: designing
multi-channel digital strategies’, Journal of Research in Interactive Marketing, 9(2), pp. 110–
128. Available at: http://www.emeraldinsight.com.oxfordbrookes.idm.oclc.org/doi/pdfplus/
10.1108/JRIM-06-2014-0039.
Sull, D. (2014) ‘London Business School: The fog of the future.’ ft.com. Available at:
http://video.ft.com/v/62156786001.
Taylor, P. (2012) ‘An entrepreneurial approach to IT.’ ft.com. Available at:
http://video.ft.com/v/1743396894001.
Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D., Leimeister, J. M.,
Loos, P. and Spann, M. (2014) ‘Business Models - An Information Systems Research
Agenda’, Business & Information Systems Engineering, 6(1), pp. 45–53. Available at:
http://pubs.wi-kassel.de/wp-content/uploads/2014/06/JML_4601.pdf.