Marketing Communication Report: Fitness Apparel in Australia

This report provides a detailed analysis of marketing communication strategies for fitness apparel, specifically targeting the Australian market. The report begins with an introduction to marketing communication and its importance in building brand awareness and influencing consumer behavior. It then delves into demographic segmentation, examining key factors such as family size, age groups, gender, education, income levels, and ethnicity. Each segment is analyzed with relevant statistics from the Australian market, providing insights into consumer preferences and behaviors. The report considers how these demographic factors can influence the marketing approach, including product design and communication messages. Furthermore, it explores the potential of using Netflix as a platform for launching and marketing fitness apparel, aligning with the target audience's entertainment habits. The report provides a comprehensive understanding of the Australian market and offers valuable insights for developing effective marketing communication strategies for fitness apparel.

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Marketing Communication
[Type the document subtitle]
3/18/2020
student name

Marketing Communication 1
Contents
Introduction................................................................................................................................2
Segment by family.....................................................................................................................3
Segment by age groups..............................................................................................................5
Segment by gender.....................................................................................................................8
Segment by education................................................................................................................9
Segment by income groups......................................................................................................11
Segment by ethnicity................................................................................................................14
Conclusion................................................................................................................................16
References................................................................................................................................17

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Introduction
Marketing communication reflect the interaction among the company and consumers and the
perception in mind of consumers towards the company. A company is looking forward to
increase brand awareness or product awareness among the consumers in the market, which
reflect the sales figure and consumer perception or buying behaviour of the consumers
towards the product. The report will include considering target audience for the marketing
communication specific to the product. It is important to identify the target market and target
consumers so that the communication approach would be different based on the
segmentation. The customers targeted will be from Australia, however the report will include
demographic segmentation factors that will include six key elements that is family size, age
group, education, income groups, gender, and ethnicity (Adam & Kotler, 2014).
The six elements of the demographic factors will be discussed in detail considering
Australian statistics. The product that will be considered for this marketing approach is
fitness apparel that will be launched with one of the popular social application that is Netflix.

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Segment by family
One of the elements of demographic segmentation is family size, and classification. Families
are in various sizes and shapes like gay couples, single mother, straight couples with children,
joint family, individualised joint family and nuclear family (Armstrong & Giardina, 2016).
This could be used tool in order to segment the target consumers as the type of product
depends the interest of the families. For instance large families may look for low cost
products. Considering the target audience of the Australia, the average household statistics
reflect the family size in average in the nation. Below graph reflect that with span from 1911
to 2016 the average person per house has been decreased from 4.5 to 2.8. Considering the
changing family size and compilation, the couple families along with child were decreased by
48 percent in 2016. Thus it can be said that the most of the families are nuclear where the
maximum family are of three members that is couples and dependent child living with them
(aifs.gov.au, 2019).
Figure 1: (Source: (aifs.gov.au, 2019)

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Figure 2: (source: (aifs.gov.au, 2019)
Figure 3: (Source: (aifs.gov.au, 2019)
Through this statistics it can be said that the target audience are young couples and children
but the target consumer segmentation for the fitness apparel through use of Netflix would be
couples as they have been considering Netflix for entertainment purpose, which will reflect

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the approachable target consumers for the fitness apparel as it is assumed that in case of
couples in the family the routine for fitness would be similar for both. Thus the marketing
communication by the company could be couple apparel which could be attractive for the
family type in average pertaining to the population pattern, which reflect that the maximum
consumers were able to attract while strategies to have these target consumers (Calboli,
2015).
Segment by age groups
Another segmentation factor is age groups, which will reflect the target audience and the
suitability of the product, the communication message and communication tool. This is one
of the common factors that reflect the relevance in targeting the market and consumer
segment. Thus the age is reflected through the demographic of the country that is being
targeted. This variable reflects the needs, wants, usage and expectations which could change
with the age of the target consumers. For instance the young consumer segment may look for
more funky and designer product on the other hand old age group may look for more
sophisticated product designing. Thus, the based product functionality would be similar for
all but the wants from the product might be different which reflect unique communication
message (Finne, 2017).

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Figure 4: Source: (aifs.gov.au, 2019)
From the graph above, it reflect the ageing pattern of the population in Australia which is the
target market for fitness apparel. Considering the statistics, the population of Australia by
2017 were reached 24.70 million which was 3.77 million in 1901. The above graph reflect
that the statistics of 1901 reflected 35 percent of Australian population were age of 0 to 14
and 4 percent were above age of 65years. On the contrary, the ageing pattern in 2015 tends to
decline by 19% for population under 15 years and increases by 15 % for people above 65
years age (aifs.gov.au, 2019).

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Figure 5: (Source: (profile.id, 2020)
Another graph above reflects the classification of age group and the changing trend from
2011 to 2016. This statistics from Australian bureau of statistics reflect that the maximum
increase in population were in age group of 30 to 34 and 65 to 69. Thus these two age groups
would cover maximum population considering the target market segment (profile.id, 2020).
However, for fitness apparel, the target customer would be the dominant groups that are 30-
34, 65 to 69 and 25 to 29. Thus the communication pattern may differ for the three, which
can be reflected through the product range that is for heavy exercises targeting age group
from 25 to 34 and the light exercise like walking apparel collection targeting 65 to 69. Thus,
it can be said that the target consumer would be generally of young age group which will be
targeted through unique designing of the fitness apparel that will be suitable for high impact
sports activities like gym, Zumba, dance, sports like football. This apparel will be created
with dry technology and antibacterial and communicated through the product featuring
through Netflix. Thus other than this dominated segment pertaining to the age, the apparel
suitable for yoga and walks will be introduce that will induce 65 to 69 years of age group,

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thus the communication will reflect the encouragement for fitness and activities for old age
group people to maintain their health well (Gautam & Sharma, 2017).
Thus, it can be said that the young age group would be better approachable through use of
technology to communicate, which makes Netflix as one of the good platform to launch nag
market the product (Hu et al., 2016).
Segment by gender
Gender is another major basis for segmentation as the marketing concepts may make
different sense to both the genders and may acquire different needs. For example considering
make up products will be different and communicated differently for men and women. Thus
it reflect that segment basis on the gentle is important to be studied by the marketers in order
to understand the needs of the both genders and which gender would be more approachable
for the product and marketing communication. Therefore the message will be created on the
basis of this target market. Considering the statistics from Australia the ratio of male to
female as of 2018 has been identified. Considering the greater Darwin area in Australia has
found to be the highest sex ratio with 110.9 men per hundred women. Moreover the statistics
from 1962 2015 reflect that the maximum sex ratio was in 1975, where the statistics of 2015
reflect 99.32 males per hundred females (knoema, 2020). This reflects that the percentage of
males and females in nation are almost equal (statista, 2020).
The marketers have identified that men and women are naturally having different
preferences. Considering the stereotype, men are usually looking for latest technology and on
the other hand women are generally looking for the designing and attractiveness considering
latest fashion. Since sports apparel company has been developing apparel products for both
Genders that is male and female, the marketing communication may distinct for both the
genders while considering product designing and quality in order to attract woman and use of

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technology through marketing communication tool in order to attract men. Therefore it can be
said that considering gender as the basis, the company will be targeting men and women as
the target customer (Balmer & Abratt, 2016).
Segment by education
Figure 6: (Source: (profile.id, 2020)

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Figure 7: (Source: (profile.id, 2020)
Another factor for the segmentation is education. Education is one of the major aspects that
reflect the lifestyle, perspective and ability to adapt to the change. This is one of the factors
that have been strong for Australian market as the literacy rate of Australia is 99.00% since
1990 and by now also the literacy rate has been identified to be 99.00%. This reflected the
education in Australia is very strong and available to all income through peoples. Therefore it
can be said that the adaptability rate of the people could be higher due to higher education
and understanding (macrotrends, 2020).
Education has been playing a major role in consumer behaviour as the perceived message
from the marketing communication can only be directed in the right direction if a person is
educated. For example for an educated person the communication tool would be different
than that of illiterate person. For example using online tools won’t be easy to use and more
approachable to a person who is educated and literate enough to use smart devices. On the
other hand in case of illiterate population is being targeted it is more difficult to communicate
through modern marketing tools. Therefore it can be said that for marketing communication
of fitness apparel, the target consumers will be educated individuals that is literate population

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which reflects that the 99% of the population would be act as the target market for the
company (Chari & Feng, 2018).
This factor can be bifurcated on the basis of qualification of each individual. There is the
major difference between literacy rate and type of qualification considered by the individuals.
The graph below will reflect the highest qualification that has been achieved in 2016 and
major change in highest qualification from 2011 to 2016. From the statistics it has been
identified that individual stating bachelor of higher degrees have been increased by 9,12,720
individuals in Australia. Moreover advance diploma, and vocational qualification have also
stated major increase since 2011 to 2016. Other than this group with no qualification rate has
decreased by 65,405 individuals in the nation. Therefore considering the target market by the
fitness apparel, other than the literate population to be targeted the company would be
targeting the dominant group that is people take in bachelors or higher degree as the basic
education, so as to target maximum population in Australia considering education as the
segment basis (Craig & Douglas, 2015).
Segment by income groups
Income is one of the most important factors that will impact the buying behaviour of the
customers. Thus, the segmentation by income is one of the major factors that will include
marketing of goods and services for luxury products based on the disposable income of
individuals of the target market. In case of customers with lower income group will reflect
the communication to reflect cost effective products (Doole & Lowe, 2008). Other than this
the communication may reflect the services like availability of loan, may impact the brand
image. Considering the income distribution statistics of Australia will reflect the percentage
of people earning income of the total population. This could be the base for the segmentation
of the consumer segment for fitness apparel (Mills, 2015).

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From the graph below, which represent individual income of the individuals in Australia in
2016. Overall the data reflected that the 11.5 percent of Australian population are earning
higher income group and lower income group reflect 37.4% of the population. Considering
statistics from household income it has been recorded that 21 percent of Australian household
are able to earn $2500 per week as per the statistics in 2016.
Figure 8: (Source: (profile.id, 2020)

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This reflect that the income distribution can be impacted through the age group, which reflect
that the higher income group are more with higher age group, on the other end students and
retries are found with the population of lower income group. Considering the target market
after the analysis it can be said that the income group that the fitness apparel will be target
will be medium to higher income group as the age group being targeted is mainly 25 to 34
age group (Kotler & Keller, 2015). Other than this, the key reason for selecting higher
income group as target consumer for fitness apparel while reaching through Netflix reflect
that the use of these product would be generally by higher income group as Netflix
subscription are also higher which reflect good lifestyle of the household. Moreover, the
targeted customers are from nuclear family which thus not essentially looking for cost
effective products. The product will be of higher quality, which reflects that the higher
income group will be most suitable for consumption of this product as the higher quality will
also reflect higher cost of production of the product and so as the higher pricing strategy
(Kumar et al., 2018).
Another graph that reflect income factor as basis for this segment is employment status in
Australia. As per the statistics of 2016 it can be identified that the employment status is
employed population of 93.1%, 58% were found to be employed for the full time basis and
only 6.9% are found to be unemployed. This reflects that the employment rate or status in the
nation is quite high which reflect that the people are more with working status, which also
acts as a good target audience and the increasing employment rate and GDP reflect that the
purchasing power of the consumers maybe increasing. This reflects that the most
approachable target consumer for fitness apparel will be higher income group or middle
income group (Jaworski, 2018).

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Segment by ethnicity
Ethnic groups reflect nationalities and different races that maybe differently responding to the
marketing tactics. For instance spokesperson must be among similar ethnicity. These
different groups may have distinct taste, different attitude and different neighbourhood.
Therefore it can be said that this is one of the relevant segmentation that needs to be studied
by the marketers carefully as this may reflect culture of individuals and offending the
ethnicity could lead to drive the potential customers away. There have been various brands
that have faced issues pertaining to the race, religion and nationality when it comes to mass
branding and global advertising. Therefore the messages of the promotions, especially at the
time of launch must be considered to integrate with religions, local customs and nationality of
Australia (Hudson & Roth, 2016).
The statistics reflect that Australia has provided household to a proxy 24 million individuals.
It is one of the vast nations with various tracts of uninhabited land. The population living in
urban areas that is 90% of the population are most ethnically diverse across the globe.
Considering the history of immigration and colonisation in Australia the recent reflection of
ethnic diversity and backgrounds of ethnic has found to be very large today. With the
majority of British population which is 67.4%. Other than this 8.7% are found Irish, 3.8% are
found in Italian, 3.7% are found German. Other than this 3.6% of the population are also
from Chinese ethnicity. Moreover some of the ethnicity are found in smaller number with
1.7% Indians, 1.2% Dutch, 1.6% Greek and 5.3% or others from various nations particularly
from Asia and Europe. Therefore it can be reflected that the target market segment based on
the ethnic group could be difficult as the diverse population and diverse ethnic groups have
been found in Australia today. These diverse ethnic groups have major effect on society, for
example Australia has been celebrating multiculturalism with its immigration policy and has
been promoting residency status with the individual of various ethnic backgrounds. The

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nation has been boosting cultural diversity with consideration of more than 200 languages.
This has also affected various social problems Like in ability for non-English speaker’s
immigrants to find skilled jobs and high-level jobs in the nation. However it can be said that
the government has effectively respond to the multicultural aspect by creating policy add
recognise the structural violence and disadvantage to the native population (worldatlas,
2020).
From the analysis it can be said that the English speaking population is higher as compare to
the non-English speakers. Moreover the Dominant ethnic group is British which reflects that
the marketers in order to target large market, need to consider this ethnic group as to be
studied carefully and give due diligence to the local customs and religion and beliefs of
British ethnicity. Therefore the target market while communicating with the audience for
fitness apparel will be considering the culture of British and the language used for reaching
out to the maximum population will be English due to maximum population with English
speaking individuals (Kotler & Keller, 2015).

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Conclusion
From demographic target market analysis it can be said that the fitness apparel that will be
launched with one of the popular social application that is Netflix. The customers targeted
will be from Australia. The marketing communication by the company could be couple
apparel which could be attractive for the family type in average pertaining to the population
pattern, which reflect that the maximum consumers were able to attract while strategies to
have these target consumers. Another segmentation factor is age groups, for fitness apparel,
the target customer would be the dominant groups that are 30-34, 65 to 69 and 25 to 29.
Gender is another major basis for segmentation; the company will be targeting men and
women as the target customer.
Considering the target market after the analysis it can be said that the income group that the
fitness apparel will be target will be medium to higher income group as the age group being
targeted is mainly 25 to 34 age group. From the analysis it can be said that the English
speaking population is higher and the dominant ethnic group is British, which reflects
considering the culture of British while target large market.

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References
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Finne, A., 2017. Communication-in-use: customer-integrated marketing communication.
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Gautam, V. & Sharma, V., 2017. The mediating role of customer relationship on the social
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