Marketing in ContextMKT501

Michael Redmond

Australia’s number one printing and copying company Provide ‘back-door’ office support that allows its customers

to focus on their core business Market strategy influenced by social and environmental

factors Recipient of numerous sustainability awards, including an

induction into the UN Global Roll of Honour in 2000 Provide customers direct access to internal business

documents, reviews and surveys online

Marketing Strategy

Segmenting, Targeting and Positioning

Marketing Mix

Homogenizes customers in groups based on needs and location

Targets demographics with products relevant to their needs and have a large range of products

Positions itself as a market leader, but with Corporate Social Responsibility and a environmental sensitivity

Products available to any demographic based on needs

Variety of options in differing price ranges

Reliable and trustworthy products that are well advertised on various platforms

Originated as a game to keep Australian cricketer’s fit in the winter

Has evolved into a nationally recognised enterprise and Australia’s number one sporting code

Is passionate about its history, uniqueness and iconic traditions or merchandise, as are its loyal customers

Celebrates diversity, multiculturalism and health and fitness

Above all else, directs its image and operations as a family-oriented, safe and fun environment for players, officials and fans alike

Marketing Strategy

Provide products to different demographics based on age, such as the use of different technology

Segments with a focus on families, but operate an all-inclusive environment

Offer live events around Australia and televise nationally and to most of the world

Position promoting the excitement of the game and its family-safe environment as its fundamental marketing objectives

Provide a range of products and merchandise at differing prices, aimed at segmented age groups and sexes

Operate an online store and deliver around the world

Incentivise customers with merchandise and free game tickets with a purchased memberships

Involved in numerous corporate sponsorships that mutually promote the AFL products and those of its partners

Advertise extensively on numerous platforms and media, nationally and abroad

Segmenting, Targeting and Positioning

Marketing Mix

The Australian Defence Force Long history of protecting Australia and its interests A large, traditional organisation that is notorious for

being slow to adapt to social, environmental and technological change

Is frequently under scrutiny in the public forum, often for financial or environmental matters

Is also constrained with national security legislation about releasing information and is often seen as having little Corporate Social Responsibility

Strives to evolve its marketing strategy and be seen as an equal opportunity employer

Marketing Strategy

Identifies the needs of customers at different age groups, genders and locations and aligns specific strategies to them

Offer different lifestyle options to meet the needs of broad customer markets

Positions itself as an all-inclusive equal opportunity employer that values its customers

Could improve significantly with transparency and accountability

Would benefit from proactive marketing strategies to manage public perception and anticipate needs, rather than being reactive to changes

Are located all around Australia and give the opportunity to travel to many destinations internationally

Employ any age, gender or ethnicity that are residents or citizens of Australia

Promote themselves extensively on conventional and social media

Rely on traditions and legacy to inspire ongoing support through patriotism and the commemoration of past evets

Segmenting, Targeting and Positioning Marketing Mix

The number one insecticide in Australia for more than 100 years Originated in the 1870’s and owes much of its success to innovation

in products and marketing Was the first commercial aerosol sold in Australia in the 1950’s It was also one of the first ads ever televised in Australia in 1956 Louie the Fly, the mascot of Mortein, aired on television for over 50

years

Marketing Strategy

Market towards adults over 18 years in all genders, locations and ethnicities, but towards homeowners

Has continued to use slogans customers recognise

Relies on customers disliking insects and bugs and markets itself as a one-stop-shop to overcome any household pest issue

Makes bold marketing shifts to adapt to changes in consumer needs or the evolution of new technologies

Provide products for homeowners over the age of 18

Utilise conventional and social media to advertise its products

Operate a user friendly and informative website

Is available in locations all over Australia

Promote is long standing reputation and consumer trust in its products

Segmenting, Targeting and Positioning Marketing Mix

ACT Policing Responsible for criminal investigations, public safety and

emergency management in the Australian Capital Territory Have been operating in different forms for over 100 years Operate in an industry that is strongly influenced by community

engagement and Corporate Social Responsibility, and has a reputation for delivering in those areas

Marketing Strategy

Segment customers by age groups for targeted campaigns

Provide the basic human right of safety in the community, with the expectation of compliance of the law

Engages with community for support and to understand its needs

Positions itself as transparent and dependable at all

Services all demographics in the ACT region and assist with cross-jurisdictional and national police matters

Promote themselves through a range of media and public events, though the social media accounts may need refinement

Are well engaged physically and electronically with the community

Segmenting, Targeting and Positioning

Marketing Mix

“The contemporary goal of marketing is to develop relationships.”

Pride et al, 2015

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