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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
  • File format: Text
  • Number of pages: 2

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...ALCOHOL MARKETING AND YOUNG PEOPLE IN AUSTRALIA

Young people in Australia drink alcohol to an extent they put their health at risk. In tackling this issue, addressing the marketing and promotion of alcohol to the young people is among the strategies to use in solving this issue. Through media and the communication landscape, it gives a channel to expose of alcohol to young people in Australia (Jones and Donovan 2001). Advertising alcohol through radio and television and the new technology has opened up ground for marketing and promotion. Alcohol companies advertise their products online through videos, interactive games, mobile phones and social networks i.e. Twitter and Facebook. 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. Research have proved that through alcohol advertising it has increased the possibility of the adolescents start taking alcohol and even drink more once they start.

Therefore, need is required to tackle this problem of alcohol marketing in Australia due to the link between alcohol consumption to young people and alcohol marketing. Robust policies and strong regulatory oversights should be enforced in this field of marketing (McCreanor, 2013). Young people in Australia are the most vulnerable to the issue of alcohol marketing since young people aged between the ages of the 20s are highly vulnerable. This is because the prime target group by the marketers putting them in a risk of alcohol-related harms.

 Inadequacy of existing policies and regulations in Australia has proved this 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

Success in marketing is determined by the segment, target and position during marketing. This shows that mass market consist of homogenous groups with distinct desires and needs. 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. Therefore there are different segments with different desires of satisfaction.

One can differentiate their customers through various segments depending on various factors which include variables such as demographic; there are other variables that come up such as education, gender and income, geographic variables include religion, nation, neighborhood and state, psychographic variables consist of 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.

Identification whether the number of the segment selected makes sense to the business can be determined. Sex segmentation leads two other two segments either male or female, but one of them either the male or the female can add other variables such as age which bring more variables in terms of young, middle age and elderly. One can go further and combine these variables to achieve more. In choosing the right segment to target in business, it relies on the business, the market, and the customers.  Markets are therefore 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.

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