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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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ALCOHOL MARKETING AND YOUNG PEOPLE IN AUSTRALIA

Young people in Australia start to drink at an early age. Most of the young people drink in a way they put their health at risk. In addressing this issue, the overall strategy is addressing the marketing and promotion of alcohol to the young people. Through media and the communication landscape, it gives a channel to expose of alcohol to young people in Australia (Jones and Donovan 2001). This is because they all marketed at an unprecedented level and multiple sources. Advertising alcohol through radio and television and the new technology has opened up ground for marketing and promotion. Alcohol companies have moved to advertising their products online through video channels, interactive games, mobile phones and social networks i.e. Facebook and Twitter. Marketing Alcohol has also gone further in giving sponsorship to music and events where young people attend.

According to researchers in Australia, it has been noted that young people in the country are regularly exposed to alcohol due to marketing across various settings and media platform. The young people frequently access the media platforms and also through print media, television advertisement, alcohol product placement in films, music videos and video games. Evidence has also shown that young people are exposed to alcohol through encountering alcohol settings such as alcohol-sponsored music and sports, gift promotion from the alcohol industries and alcohol-branded merchandise.

The rise in alcohol marketing has greatly affected the young people. The marketing of alcohol shapes the young people's attitude and behavior through encouraging them to drink and even drink more when they start drinking (McCreanor, 2013). According to researchers in Australia, it has been proved that attitude and assumptions that come with drinking are not only brought by advertising but also the high rate of marketing the alcohol products. Reviews have shown that through alcohol advertising it has increased the likelihood of the adolescents start using alcohol and even drink more once they start.

Therefore, evidence that links alcohol consumption to young people and alcohol marketing urgent need is required to tackle this problem of alcohol marketing in Australia. Robust policies and strong regulatory oversights should be enforced in this field of marketing (McCreanor, 2013). Children and adolescents are the most vulnerable to the issue of alcohol marketing where young people aged between the ages of the 20s are highly vulnerable since they are the prime target group for the alcohol marketers putting them in a risk of alcohol-related harms.

Existing policies and regulations in Australia have proved to be inadequate since they have failed to keep up with the huge scope of media and marketing environment. Measures that should be taken in place in Australia to ensure that marketing does not affect the young people include; the promotion and marketing of alcohol should not relate to children, and young people should only be independent of the alcohol and advertising industry, the sponsorship of sports by alcohol industries in Australia should be faced out and the organization encouraged to have alternative funding, sponsorship from alcohol companies should be prohibited at young people's events (McCreanor, 2013). Through this and other more the issue of Alcohol marketing and young people will be addressed in Australia.

SEGMENTING IN MARKETING IN AUSTRALIA

The key to successful marketing is summed up by segmentation, targeting and positioning. This approach indicates that mass market consists of various homogeneous groups that have distinct needs and desires. Trough segmentation and targeting, one attempts to identify the market segments and also know who to target for their product. The strategy of segmenting gives the approach in selecting which segment to target and which one to ignore (Bailey, 2016). Targeting implies a segmentation commitment where one ignores a large part and concentrate on only one specific segment. The main reason for the segmentation commitment is because different segments are conflicting and have different levels of satisfaction. For example, older consumers in cases of a restaurant will prefer a quiet place, and they might be put off by loud music. On the other hand, loud music will attract younger consumers.  Amenities and entertainment for the families with children will not go to entertainment places with singles and seniors. Therefore there are different segments with different desires of satisfaction.

There are many ways of segmenting the market. One may differentiate his/her customers on the basis of demographic variables (such as gender, age, income and education), geographic variables (such as religion, nation, neighborhood and state), psychographic variables (such as interests, values, opinions and attitude) and behaviors (such as channel usage, purchase frequency, media habits and brand loyalty). Segmentation has become sophisticated through using numerous variables and statistics.

One can identify whether the number of the segment he/she has selected make sense to the business. Segmentation of the market by sex leads to two segments, but one can refine the segment definition by adding other variables such as age which give rise to other three segments which are young, middle aged and elderly and then one can combine these to add more variables. In identifying the segment to target in business, it depends on the business, the market, and the customers.  Markets are segmented through different variables and different numbers of segments. One should, therefore, conduct a segmentation study and investigation for one's specific market by identifying the variables, analyzing and gradually winnowing the variables to identify which segment of consumers are most useful for the business (Schmid, 2016).

The key purpose of segmenting is identifying the most useful for the business. The segmentation must consist of segments of consumers who are similar and distinct from the other groups of consumers on the potential marketing offerings. The segments should (1) differ in a manner that their accessibility and size is easily measured, (2) be large to justify different targeting efforts, (3) be reachable uniquely through marketing channels and (4) should be stable, and nod diminishes in size overtime.  The best segment and target strategy approach for a business is, therefore, conducting an own study that will improve the business management an insight on the segment group to target for the business.

ENTRY TO THE AUSTRALIAN MARKET WITH A NEW BRAND

In a competitive environment entering a new market is very critical in Australia. Firms in Australia should evaluate the risk of late entry of the market. In today's business in Australia, technology and innovation have created new markets for services and product. Research has indicated that experience in the various firms has increased the probability of entering the new markets (McMahon, 2015). The organizations have also entered the markets due to new introduction of products. Therefore, firms have to enter the new market to sustain competitiveness.

The choice of a firm to enter new market should be evaluated step by step. First, the gathering of information should be done about the new market. The information is then analyzed where it will help in action plans for its success. Among them include entering the market with products not available in the market. The firm should access technology and new products where the firm forms synergies with partner firms. Another mode where a firm can enter the new market is through joint ventures. Through the joint venture, the firm can share the risks that come with having a new product of service in the new market. Joint Adventure also improves the new product development in the market (Cokley, 2016).

New market adventure by firms attracts a huge attention because of the high growth rates.  It is a necessity for the firm to understand the new market, gather local knowledge and establish and analyze the competitors. When the firm's analysis well, the new market possess many opportunities for the introduction of the new products and brand to the new market. This is because the taxes and grants incentives awarded in upcoming economies provide an eye-catching advantage about funds and cost (Cokley, 2016). Also entering the new market earlier than the competitors in Australia brings a significant benefit to the firm such as attaining critical sale numbers, reputation, dominating distribution, economic advantage, building favorable authority advantage and utilizing marketing resources.  Also, the entries of the new market before competitors also take advantage from temporary monopolies.

However, studies in Australia have shown that fifty percent of new firms that introduce products in the market have failed every year. This is despite the advantages that come with new products such as increased sales, competitiveness strength and profitability (Cokley, 2016). Thus, the introduction of new products in Australia has become like double edged swords for firms which are an expensive and risky innovation as competitive advantages are evaluated in details. Also, new product firms fail due to the leadership of the firms who are not pioneers and the leadership of the firm destabilizes leading to the collapsing of the firm. According to research in several firms in Australia is that technological capability has led to the failing of the firms due to inadequacy in the firms. Lastly, weak marketing, poor product performance, poor distribution channels and poor pricing have lead new product failure in Australia.

FOOD MARKETING IN AUSTRALIAN HIGHER EDUCATION

Food is essential in everybody's daily life, economy, society and culture in Australia. According to researchers, in Australia, every one in six people work in an industry that process food yet the importance of this research do not reflect in the high education sector (Sacks, 2015) There are no marketing courses that involve food marketing in any Australian business school. Food is a new discipline in the marketing academe globally. This post evaluates the state of food marketing in education in Australia. The post will define food marketing, a role of food in the economy and evaluate the opportunities for developing food marketing courses In Australia.

Foo marketing will involve the process where there is creation, communication, delivering and exchange of food products that have customers, clients, and society at large value (McCarthy, 2015).  The marketing of food starts from production to consumption. According to Food and Agricultural Organization, food marketing improves both farm produce and inputs Food marketing in Australia is different from other marketing since it lies in two areas which are the consumer behavior and supply chain issues.

Consumer behavior in food marketing includes the habits of the consumers. Food consumption is habituated since it is a behavior that individuals automatically repeat without self-instructions. There is a behavior where consumers of food tend to buy their food at the same place. With this behavior of food purchase and consumption, there is less information as decisions are made by individuals by alternatives (McCarthy, 2015). Through food marketing, it gives individuals on ideas on alternative purchase places and various type of food to consume rather that eating one specific type of food. Through food marketing, it brings a platform for health focus on issues such as wellness and weight management. Foo marketing also creates awareness to the consumers on food security, functional foods, food sustainability and food waste reduction. Through food marketing, it is, therefore, evident that it plays a great role in positively influencing the consumption of food in Australia.

Supply food chain is also tackled through food marketing. This involves the primary production of food in the farms to the distribution of the consumers. Through supply food chain it looks on the issue of food availability to the Australian citizen (McCarthy, 2015). Food marketing ensures there is adequate planning of food products to ensure there is sustainability no matter the season in which the food is grown. It also involves the pricing of the food products where through marketing there are adequate strategies that can be put in place to ensure the pricing is good.

Food marketing is a field with a great future where the food industry has played a great role in the economy of Australia. The processing industries and manufacturing have continued to strengthen up due to increased production of food products.  Australian institutions offer courses such as agribusiness which have failed to view food industries from the marketing perspective. Therefore it Is essential to have a food marketing education course to enhance matters of food marketing in the future.

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