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MKT501 - Marketing in Context - Michael Redmond


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Managing Marketing assessment 2

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MKT501 - Marketing in Context - Michael Redmond

  1. 1. Marketing in Context MKT501 Michael Redmond
  2. 2.  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
  3. 3. 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
  4. 4.  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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8.  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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. “The contemporary goal of marketing is to develop relationships.” Pride et al, 2015
  13. 13. References Fuji Xerox. (2016). Fuji Xerox Australia. Retrieved from Fuji Xerox. (2016). Fuji Xerox Awards Retrieved from Le Marca, D. (2011). Fuji Xerox Meets Customers’ Needs With It’s Go To Market Strategy. Retrieved from: government-in-australia/ Fuji Xerox. (2016). Fuji Xerox Community. Retrieved from Australian Football League. (2016). Retrieved from Australian Football League. (2016). AFL Corporate Partners. Retrieved from The Doss. (2014). Constant rule changes are hurting AFL. The Roar. Retrieved10 January, 2016, from changes-hurting-afl/ United States Australian Football League. (2012, March, 2). 2012 AFL International Promo Video [Video File]. Retrieved from: AFL. (2012, July, 27). AFL USA Combine – August 2012 [Video File]. Retrievedfrom: The Australian Defence Force. (2016). Retrieved from Beaumont, J. (2015). {Staunch sunrise post]. Retrieved from: Australian Defence Force. (2016). Annual Report 2008-09. Retrievedfrom: Bergin, A. (2012). ASPI The Strategist. [Weblog]. Retrieved from: The Department of Defence (n.d). Guide to Religion and Belief in the Australian Defence Force. Retrieved from: Smith, M. (2016, 6 January). The failed experiment with the RAN's Celebrity-Muslimand her personal "Navy, Islamic" news service. [Weblog]. Retrieved from: RAAvids’s Channel. (2011, June 18). Australian Army Recruitment Video. [Video File]. Retrieved from: Mortein. (2016). Retrieved from: Mortein. (n.d). Mortein Logo. Retrieved from: Mortein. (n.d). Louie the Fly modern. Retrievedfrom: Browne, E. (2011). Louie the Fly killed off. The Sydney Morning Herald Entertainment. Retrieved from: Mortein. (n.d). Louie the Fly Facebook Page. Retrieved from: ACT Policing. (2016). ACT Policing - About Us. Retrieved from: ACT Policing. (2016). ACT Policing – 100 years of policing. Retrieved from: ACT Policing. (n.d). Vintage ACT Policing vehicle. Retrieved from: