Marketing Strategies and Competitive Analysis of Ooh! Media Limited

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Marketing Management
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Contents
Introduction:-.................................................................................................................... 3
Issue 1..............................................................................................................................4
Issue 2..............................................................................................................................5
Issue 3..............................................................................................................................7
Issue 4..............................................................................................................................8
Issue 5............................................................................................................................10
Conclusion:.................................................................................................................... 12
References:-...................................................................................................................13
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Executive Summary:-
In this report detailed study about the related to the Ooh! Media limited is discussed.
This report contains a brief overview of the Ooh! Media limited, this company was
incorporated in 1989 and is the leading operator of home advertisement of services and
the product. Ooh! Media limited is listed on the Australian Stock Exchange. The said
company is dealing in the advertisement sector and also in the promotion of the brands.
This report deals in the mission and the vision statement of the said company. The
report also deals in the 5c's of the company that is: company, customers, competitors,
collaborators, and the context in the respect of the Ooh! Media limited. This report also
deals with the value proposition of the target market of the above-mentioned company.
Proper and effective analysis of the marketing mix in detail also contributes to the
necessary requirement in the below report. This report is the blend of the marketing
strategies and the role of the collaborators along with the SWOT and PESTLE analysis
that produce impact over the operations of the said company. The report indicates the
comprehensive study in respect of the Ooh! Media limited.
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Issue 1
This report includes a detailed study of the advertising company that is Ooh! Media
Limited Company. This company is founded by the Brendon cook in 1989 and is one of
the largest operators of the out home advertising products and service. Ooh! Media
limited is listed on the Australian stock exchange (ASX). This company deals in the
services related to the advertising sectors and also provides advertisers to contact with
the variety of range of audience across the national group. Its head office is situated in
North Sydney. The main motive of the said company is to create the long term and
strong relationship or engagements with the audience through its group of physical
assets, online marketing, mobile, and social media. Ooh! Media limited is operating into
four basic industries such as Ooh! Road, Ooh retail, Ooh! Fly, and Ooh. The principal
activity in which Ooh! Media limited is a company that offers the advertisers the
capability to create long engagements and relationships between the people and the
brands (Gurley, et. al., 2015). The mission statement of the said company is to become
a leading outdoor media company in order to cultivate with the advanced and high
innovative media and portfolio of properties that help in generating the maximum results
to the company. In the orientation of the said company understanding, behavior, and
attitude of the audience is judged and is also highly relevant in providing successful
marketing communication along with coordination. The overall study of the market is
required so that Ooh! Media limited can promote its product and services in order to
achieve the desired objectives of the company. This company deals in the advertising
sector and operates advertising products and is having the majority of the shareholder
in the junk media. Thus the brand plays an important role in the marketing strategies by
communicating with the audience and the consumers and serving them with the best
services of advertising.
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Issue 2
5c's of the organization are a company, customers, collaborators, competitors, and
context. Therefore firstly 1st c is the company that includes the SWOT analysis of the
Ooh! Media limited. Strength, weakness, opportunities, and threats are going to be
discussed in respect of the company.
Company:- SWOT analysis is a vital strategic tool that is undertaken by the Ooh! Media
limited. SWOT is a massively interactive process (Ahmadi, et. al., 2016). Strength of
the Ooh! Media limited is internal strategic factors. Good returns on the capital
expenditure are one of the strengths of the company that includes the execution of the
new projects that provides a good return in turn. Strong cash flow is also the strength of
the Ooh! Media limited. Next is the Weakness of the Ooh! Media limited in which the
said company can improve upon. One of the Weaknesses of the company is that the
profitability ratio and the contribution ratio are below the industry average and it also
required more investment in new inventions and technologies with advancements. Now
let’s talk about the Opportunities low inflation rate is the opportunities for the company
which brings more constancy in the market and enables the lower credit sales. Threats
of the growing strength of the local intermediaries also increasing as the competition
within the market in the context of the Ooh! Media limited. Development of the new
technologies also becomes the threat situation the said company.
Customers:-The company is serving the people and the brands. The main motive of
the company is to build the long-lasting relationship between the people and the brand
by offering the advertisers the potential to form the deep engagement between the
people and brands across the most diverse out of home location based on groups in
Australia (Fozer, et. al., 2017).
Collaborators:-Collaborators are a very important and essential feature within the said
company. Because collaborators are responsible for delivering the product and services
of the Ooh! Media limited into the market, hence it is one the vital marketing strategies
which include suppliers, distributor, and other partners. Collaborators are considered as
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intermediaries in promoting the advertising services with the motive of achievement of
key objectives of the company. Absence of the collaborators will reduce the efficiency of
the company and can decrease the profitability criteria of business of Ooh! Media
limited.
Competitors: - There are many competitors of the Ooh! Media limited. Some of them
are JCDecaux who is the top competitor of the Ooh! Media limited. Another one is TDI
India is also the major competitor of the Ooh! Media limited. High threat of new entrants
makes the industry less attractive. Therefore according to Porter's five forces states the
threat new competitor poses to an existing competitor within the division. More
competition along with the increasing production capacity in the absence of the
concurrent consumer demand results in the less profit to go ahead. As per the porters,
five forces entrants shape the competitive structure or environment of the industry.
Context:- in the context of the Ooh! Media limited various other factors like legal,
political, and technological affects the business of the said company. To understand and
gain knowledge of the factors PESTLE analysis is really very important. PESTLE
analysis is the strategic tool helps in determining the political, legal and technological
factors, which includes the level of corruption, political stability, tariff regulations,
research and development, impact over the value chain, intellectual property,
employment law, and discrimination law. All these factors may affect the business of the
company (Fozer, et. al., 2017).
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Issue 3
Marketing strategies and market intelligence are highly relevant for the Ooh! Media
limited in order to promote its business and services within the market in order to
achieve the desired key objectives of the organization. In the context of the Ooh! Media
limited the said company provides the solution in the physical and the digital manner
and contributes in combining the unparalleled reach with the industry's finest data, and
media planning tools as well as the world's best technological innovations to its
customers. The target markets of the customers are those who look forward to
advertising their products and services along with the establishment of the long
relationship and engagement with the brands (Sajid, 2016). There are several
competitors such as JCDecaux and TDI India that pose threats to the Ooh! Media
limited, as it is stated above that the new entrant creates the market less attractive and
creates barriers to the entry of new competitors. Collaborators are highly crucial and
relevant with respect to the Ooh! Media limited because they are treated as the
communication channel responsible for the promotion of the product and services of the
said company. Collaborators play a vital role in the process of the development of the
services of the company and this cannot be possible without the role of the
collaborators. Collaborators prepare the marketing strategies so that the company can
promote their services and products in order to expand and growth prospects of the said
company. They also contribute to building the engagement between the brands and the
various people. Hence collaborators play a vital role and highly essential within the Ooh!
Media limited
By the above discussion demand of the customer, target market and marketing
strategies show their relevance within the organization or the said company so all the
discussed factors influence the marketing strategies and marketing mix of the Ooh!
Media limited.
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Issue 4
Market segmentation is said to be the research that examines how the particular
organization divides the customers into small groups which are based on the features
such as income, age, gender, behavior and also the personalities. The above segments
can be used afterward for enhancing products and also advertise it to different types of
customers (Cross, et. al., 2015). Market segmentation is very helpful in dividing the
target markets of any company into friendly groups. It creates market subsets that are
based on some needs, requirements, preferences, common interests or some other
behavioral standards that are very much helpful in understanding better the targeted
audience. After its understanding is done, the company can be able to power the
targeting into sales, marketing strategies and products. The company Ooh! Media
Limited in investing in the new technologies, profiling of the audience, targeting tools,
and also partnerships with top data givers or providers for the purpose of learning in
detail about the customers and after that turning that into actions for the advertisers.
One of the best combinations of perceptions, analytics, and data of Ooh! Media Limited
allows not only in profiling and targeting the audience locally or from corner to corner of
OOH formats but also help in understanding the delivery of a return on investment
(ROI). Now the advertisers have the capacity to access the customer’s location and
wealth for finding the new potential for highly-personalized messages of marketing,
which give the exact information about the needs of customers at a particular time.
- Target Markets choice- Company has launched new media package of
planning which is OOH Audience Profile that somehow helpful in making easy for
the advertisers or media planners for the purpose of choosing the place or
locations where that person wishes to advertise the products on screens of OOH
media. It has a wide network of more than 5001 screens in almost 24 cities in
more than 901 locations like cafes, gyms, restaurants, libraries, cinemas, malls,
etc. All these things (cafes, gyms, etc.) where OOH media is found available or
present, have been gathered into the package of OOH Youth. All of the
mandatory details like a number of screens at every place, cities, etc. that are
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found related to the advertiser, are somehow pre- well-defined in this type of
package.
- Target Market’s value proposition-It is very much necessary to understand
about the changes occurring in the market and also in the taste of customers as
it helps in surviving in the competitive market and also facing the competitors
with the confidence of handling and defeating them. After doing all this, the
company can be able to understand the target markets which is said to be the
central or primary success of any type of business. In other words, if a company
does not have about this then selling of the proposition is not possible in an
effective manner and also the company cannot be able to achieve the worthwhile
shares of the market. By focusing on the behaviors of the consumers, it can be
said that Ooh! Media Limited earns the advantage of knowing more about the
target markets. It is very helpful in keeping valuable information about the
customers like what they want and for what period of time they use that product.
It is very much essential to have proper knowledge about what segments are
currently present in the today’s world and also have knowledge of how
successful brands are targeting the customers in an efficient manner (Dibb, and
Simkin, 2016). The most important segments are taken into consideration as far
as the present generation's point of view is wealth. People nowadays do
purchase online with their smartphones which become easy and time-saving for
the younger generation people.
- Target Market’s Positioning statement- Today OOH industry pieces of advice
10 to 16 percent of the total shares taken by advertising. Outdoor advertising is
said to be the most important factor in developing advertising to a long-term.
Ooh! Media Limitedcompany is a company which deals in outdoor advertising
products for the purpose of earning the confidence of customers and also
achieve a greater position in the competitive market.
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Issue 5
Marketing mix refers to something which provides the customers with a product
whatever he or she wants at any time. In simple words, it is the strategies, tools, and
techniques which a company generally uses for the promotion of its products and
services. While talking about the marketing mix, there should be a proper focus on all
the controllable elements of the plan of marketing (SAM, 2017). There are 4 P’s
discussed along with marketing mix, they all are helpful in promoting the common
aspects that a particular team examines for developing these strategies. Every factor of
marketing comes under the categories of 4 P’s i.e. Product, price, place, and promotion
which makes easy for the small-business owners in creating the strategies of marketing
effectively. Following are the 4 P’s which are going to be discussed briefly as follows:
1. Product- Product is something which directly or indirectly helpful in attracting the
customers towards purchasing it. However, it is mandatory to have knowledge about
that particular product exists even in the real world. There are new technologies taking
place in today's world so it should be kept in mind while implementing the products in
the market that it is at least follow these technologies. Here, Ooh! Media Limited is
dealing in advertising the products to a large extent so the marketing mix plays a very
crucial role in developing the marketing strategies.
2. Price- It is to be kept in mind that what price should be set as per the products and
price can be set for the purpose of attracting a large number of customers with a first
and foremost intention of earning adequate amount of profit. The reputation of the brand
should also be good in the industry. Before setting up the price of any product Ooh!
Media Limited should consider other markets prices of the product so that more
customers should create interest in purchasing the product of this company. In simple
words, the price of the product describes the power of purchasing of the customers.
3. Place- Another significant factor of the marketing mix is the place of delivering the
products or services to the consumers. While setting the perfect place for product or
service, the company need to know where, why, when and how the target customers
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have a tendency to do their shopping. From the point of view of Ooh! Media Limited,
there should be proper place should be chosen for advertising its products which is
definitely helpful in generating more amount of profits and also beneficial in surviving for
a long-term.
4. Promotion- Promotion is something which is taken by the companies or their
customers which is helpful in reaching the products positively in the eyes of the
customers. Promotion can be done by paying or by non-paying something. Basic forms
of promotion are:
 Events and appearances of the public.
 Some paid type of advertisements.
 Doing marketing with the help of social media.
 Online promoting of the product.
 By providing perks and discounts to the customers.
These all 4 P’s are very helpful in increasing the image of Ooh! Media Limited and also
shows the manner of dealing or doing the business effectively. They all are also
beneficial in supporting the various strategies of marketing to a great level which is
ultimately leads to the success of the business (Pappas, 2016).
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Conclusion:
The whole report is based on Ooh! Media LimitedCompany about how it works and
what type of industry it is dealing or working with. Everything was discussed in the
above report like for example what type of problems or issues occur while running the
business and how to overcome this. Marketing strategies also helpful in doing the
marketing of the business and also various types of target markets are briefly discussed
in an efficient way. How 4 P's of the marketing mix are helpful in developing the
techniques of marketing is conversed in the report. So, the company needs to follow the
various types of techniques which eventually provide benefit to it. Whenever Ooh!
Media limited is doing the advertisement then it should be kept in mind about what
actually the customers want and how that particular product helpful for them.
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