Consumer Behavior and Marketing Communication Report: Only Organic

This report provides an analysis of 'Only Organic,' a baby food company specializing in organic products. It begins with an introduction to the company and its mission to provide pure food for babies in New Zealand. The literature review explores the Integrated Communication Mix (IMC) elements, including advertising, public relations, sales promotion, digital marketing, and personal selling. The report then identifies the target market, focusing on demographic, geographic, and psychographic segmentation. The brand positioning section examines Only Organic's competitors and suggests a high-quality, low-price strategy based on Kotler's price-quality matrix. The conclusion summarizes the key findings, emphasizing the company's focus on healthy, organic baby food and its target demographic of health-conscious mothers. References to relevant academic articles support the analysis.

Running head: CONSUMER BEHAVIOR AND MARKETING COMMUNICATION
‘Only Organic’
Name of the Student
Name of the University
Author Note

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CONSUMER BEHAVIOR AND MARKETING COMMUNICATION
Table of Contents
Introduction................................................................................................................................2
Literature Review.......................................................................................................................2
Target market.............................................................................................................................3
Brand positioning.......................................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
The company chosen for this assignment is “Only Organic” which has its
specialization in baby food. This company has been in the New Zealand market since 2003
with their main goal to feed their nation’s babies with the purest foods. In their very initial
stage they started by producing simple recipes with organic ingredients without including any
kind of artificial addictives, preservatives, salt and sugar. Only Organic is among the best
organic baby food brands in New Zealand making the job of the mothers easier because they
are getting tasty, almost like home cooked food made with the best ingredients.
Literature Review
The promotional mix mainly involves advertising, public relations, sales promotion,
digital marketing and personal selling which are also the elements, which are involved in the
Integrated Communication Mix (IMC). Therefore, when any company is thinking about their
communication process for their customers, the first step they need to take is to define their
promotional objectives. In an article by Familmaleki, Aghighi and Hamidi (2015), their main
purpose is to explore the effects of sales promotion on the decision making process of the
consumers. Shultz et al., said that sales promotion mainly operates on a direct behavioral
basis rather than having an impact on their awareness or attitude. This article further states
that the main aim of sales promotion is to attract new consumers, continue with existing
consumers who are observed switching brands along with giving benefits to those customers
who are about to use challenging products.
In another article by Sinkovics, Pezderka and Haghirian (2012), they have mainly
discussed about the investigation they have made on the factors that influence the perception
of advertising mainly through mobile phones in different culture. However, the result has

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come up with that, infotainment and credibility is the important factors for predicting the
values of advertising. Thaichon & Quach (2016), mainly investigated the marketing
communication to shifting cost, commitment, satisfaction as well as changing intention
among those customers with mobile telecommunication. The research on this topic has came
up with the result that customers will be satisfied if the supplier can fulfill its promises as
well as meet the expectations of the customer. This article further states that sales promotion,
which is one of the main elements of IMC, is in a direct relationship with shifting costs
which in return has an impact on the level of commitment that can be increase high consumer
satisfaction.
Target market
Target market is breaking a market into parts and then followed by which the
marketing efforts are concentrated on one or more than one important segments that consists
of those consumers who needs as well as desires complements the product or the service
offered. However, for the company only organic their target market comprises of the
following variables-
 Demographic segmentation- This is the most necessary criteria for identifying the
target market of only organic customers. Keeping this in mind only organic mainly
attracts female customers of age between 20-30years of age, mainly those women
who have already given birth to children as this company sells baby food (Paul &
Rana, 2012).
 Geographic segmentation- Based on the geographical segmentation the target market
is done on the notion that a group of consumer from a particular are have certain
special need for the products and services offered. Only Organic which is in New
Zealand is quite aware that the people there are very much health conscious and thus,

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would definitely like their baby to have nutritious, tasty foods with no pesticides, no
added colors or salts when they are just starting to have solid foods.
 Psychographic segmentation- This element of target market is mainly based on the
socio-economic class, personality and lifestyle preferences of the customers.
Therefore, the product of only organic is mainly for middle class as well as upper
middle class people who have a busy lifestyle. Working mothers who are having
children is targeted more (Gad Mohsen & Dacko, 2013).
Brand positioning
The main competitors of Only Organic in New Zealand are as follows-
 Green Monkey Organic Baby Food
 Little Angels baby food
Based on the competitors Only Organic has the best positing strategy would be to have
high quality products with lower prices. Price has and always will be a notable indicator of
quality thus, for Only Organic it would be a smart move if they can make their price
affordable to all without compromising with their product quality (Solomon, 2014). Philip
Kotler designed the Price quality matrix, which mainly shows a cross section between the
two matrices based, on which the name is given. As determined by the positioning of the
products of Only Organic as relative to the competition their retailers can use price as well as
quality of each of their product so that they can identify their position in the market. This will
further help to incorporate that in their decision making process when it comes to improve
their pricing strategy. Based on the model of Kotler’s nine-variable model the best possibility
for Only Organ is the superb value (low price/high quality). According to this variable, it is
one of the best-case scenarios for the consumers as they will be getting best quality products
in low prices and on the other hand, it can be a tricky step for the organization to attract

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customers. Therefore, positioning strategy is important for the marketers to communicate best
their products with their targeted customers.
Conclusion
To conclude this report, it can be said that ‘only organic’ which started its journey
since 2003, has been very popular for their specialization in producing baby food. However,
initially they started making simple recipes with organic ingredients without including any
kind of artificial addictives, preservatives, salt and sugar and thus, making easier for the
mothers to feed their babies healthy and tasty home like food. Moreover, they are mainly
targeting mothers of age 20-30years who are ranging from middle to upper class and has a
busy lifestyle. Lastly, the positioning strategy that can be chosen for this company can be the
high quality and low pricing strategy where the customers will get products at affordable
prices without the company compromising in their quality.

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References
Familmaleki, M., Aghighi, A., &Hamidi, K. (2015).Analyzing the Influence of Sales
Promotion on Customer Purchasing Behavior. Advanced Social Humanities and
Management, 2(2), 41-51.
Gad Mohsen, M., & Dacko, S. (2013). An extension of the benefit segmentation base for the
consumption of organic foods: A time perspective. Journal of Marketing
Management, 29(15-16), 1701-1728.
Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic
food. Journal of consumer Marketing, 29(6), 412-422.
Sinkovics, R. R., Pezderka, N., &Haghirian, P. (2012).Determinants of consumer perceptions
toward mobile advertising—a comparison between Japan and Austria. Journal of
Interactive Marketing, 26(1), 21-32.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper
Saddle River, NJ: Prentice Hall.
Thaichon, P., &Quach, T. N. (2016).Integrated Marketing Communications and their effects
on customer switching intention. Journal of Relationship Marketing, 15(1-2), 1-16.