One of the leading brand name in the dairy sector is Barambah Organics started in 2002 after Ian Campbell changed over his fourth era family cultivate, “Spring Creek”, in 1999 to natural status with Australian Certified Organic. The Campbell family had been cultivating in the South Burnett area of QLD since 1912 (Barambahorganics 2018). The dairy cultivating activity moved to the Border Rivers Region of NSW/QLD in 2006 with a specific end goal to anchor access to dependable and safe water. This has been an amazing move for Barambah Organics and the bovines are flourishing in this area.
The business entity is one of the leading brand names in dairy sector in Australian region and is offering variety of milk products. The business corporation have a diversified range of milk products that are served with high quality and hygiene. Organic milk is one of the most popular product segments of the firm (Barambahorganics 2018). The taste of organic milk is like real milk and the business entity also assures that the milk is not homogenised which means that the milk is kept in the most natural state. Homogenisation is the process under which the cream is blasted into fine particles so as to give the milk a more uniform appearance, but with the milk of Barambah Organics, the cream gets collected on the top. The below presented report has been analysed for critically analysing the marketing strategy and marketing communication mix for Barambah Organics milk and also strategic recommendations are given for further improvements.
Barambah Organics is a brand which serves best dairy products in the Australian regions. The milk products are considered as a basic product for all the customers now days which can be easily consumed by everyone (Pixelsutra 2017). Customer prefers healthy breakfast in the morning. Milk has been considered as one of the healthiest element for a human body and is also consumed on regular basis. The below presented is the marketing strategy for the Barambah Organics:
Marketing strategy should be very simply. In this product, services or business to customer has to define. Organization should clearly define their objective and how it should be achieved for the product expected to be marketed that is Barambah Organics. The main objectives are to recover its partial cost for the organization that has other revenue sources.
There are many sources through which strategy can be attained for example:
Strategy should be clear and simple so it can be understood easily. For marketing Barambah Organics the business corporation can make use of the below mentioned marketing strategy which can be developed step-by-step:
First the company should know about size of our market. Whether customer is interested in the product or not, the taste of customer, buying habits and patterns, the income level and many more such aspects should be considered while developing the product (Chatterjee, Adhikary, Sen and Kar, 2018). Second, the business entity should be aware about the competitors in the market, for instance, which are the leading milk brands in the region and their strength and weakness. Competition regarding their sale, price, channels, product and so on..
Customers are the king of the market and hence a detailed study and research is required over them. Customer analysis comprise of the development of customer segments on the basis of the various criteria such as demographic, psychographic, behavioural and geographic. Proper identification of customers will generate data which will aid the company in selling Barambah Organics as per their requirements and needs (Vinayagamoorthy and Kannan, 2015). For instance, in case of Barambah Organics the business entity will have to target the customer who is conscious about their health. Customer wants remain healthy because they don’t have time to maintain their health.
The product is the outcome of the efforts of various departments and operations in a business corporation. Barambah Organics is the product for which the business entity is developing marketing strategy (Asghar, Abbasi and Zafarullah, 2015). This is a healthy product and hence it will be very much easy for the business organization to establish the brand image in the market regions. The product should be so designed that it should be proven beneficial and fulfils the need of the customer.
Majorly the business entity should consider the two major criteria while analysing the target market for Barambah Organics which are segmentation and positioning of the product.
This is the process in which the business entity develops segments of consumers on the basis of various criteria which will involve needs, perceptions, buying habits, income and standard of living, characteristics or behaviours of the customer (Dutta 2018). The below presented is the bifurcation of the segments that has been developed for Barambah Organics by the business corporation: They are also divided into subgroups are:
Demographic segmentation- This segmentation is based on age, gender or income level of the consumers. For instance, in case of Barambah Organics the business entity will be proven beneficial in case of age criteria, as milk is consumed by almost all the age groups (Davcik and Sharma, 2015). Considering the income level, the product is not an expensive item and hence it can be easily affordable by the individuals from any of the income group.
Psychographic segmentation- Social class, lifestyles or personality characteristics are some of the elements of psychographic segmentation which will aid the business entity in establishing the product and brand in the market region. For instance, the lifestyle or the buying behaviour of an individual will affect the sale of Barambah Organics. Personality and buying habits will affect the buying decisions and which should be significantly considered by the business entity (Kaushalya and Fernando, 2015).
Behavioural segmentation- Usage of the product, preference, choice and buying decisions are some of the core elements of this segmentation. For instance, if an individual is not so health conscious then selling product to those consumer segments will be proven quite difficult.
Geographic segmentation- Age marital status, gender, family size and income and occupation of the consumers are the major elements of this segmentation and should also ne considered as significant while developing the product and marketing the same.
The business organization should know the position of product in market what they are offering to the customer (Scarborough, 2016). Product should be delivered to customer on time with proper services, with desired quality; these are some of the attributes of the services of the business organization that will assure the establishment of the brand image and equity in the market region. For positioning of Barambah Organics the business entity can make use of various strategies which will enhance the brand equity and image among the market region, promotional events can also be organized for generating awareness regarding the benefits of the product.
To achieve the effective marketing communication the company should adopt the basic method to promote the Barambah Organics to targeted costumers with in a period of time.
Advertising means showcasing the attributes of the product and this is a basic tool through which the business organization can promote Barambah Organics. For advertising the product business firm can make use of magazines, newspaper, television or radio etc (Ryan, 2016). These are the traditional methods, whereas some contemporary mediums of advertising can also be used such as social media, digital media and many more. This can be expensive marketing strategy but proves beneficial in various aspects.
Personal selling includes direct selling or door to door selling to the targeted customers. This can be done through utilizing an appropriate set of distribution channel and thus promoting the product to the buyers. Face to face marketing is the most effective form of marketing which will lead desired outcomes (Blakeman, 2018). For instance, the business entity can develop a sales person team which will visit the targeted customers for generating awareness regarding the product so that customer will be motivated to buy the product.
Developing and maintaining good relation with customer proves advantageous for the business organization as it will enhance the goodwill, brand equity, customer loyalty and thus leading towards the increase in the market share and profitability (Baker, 2014). For instance, offering after sales services and recognizing the feedbacks of the customers will enhance the relations of
Offering discounts and organizing promotional events is quite similar to sale promotion (Todorova, 2015). The business firm should keep on opting some sorts of discounted schemes over Barambah Organics for stimulating the buying perception and interest of the customers as costumer are more attracted towards discounts. These discounts will increase the demand for the product and thus will lead an increase in the sale.
The business entity can make direct marketing through personal selling or sales promotions (Fill and Turnbull, 2016). Direct messages regarding the discounts and offers to customer can be sent with special offers or vouchers with the newspapers, magazines. Making use of phone calls directly to the targeted customers and online mediums will also be proven a advantageous channels of direct marketing for Barambah Organics.
On the basis of the research executed it has been analysed that global demand for Milk is growing with a great speed and mostly in developing countries. And once this increased demand is transformed into the increased volume of milk production by the business corporation (Barambah Organics), the entity will be able in generating employment. Opportunities on large scale and thus it can be inferred that the business organization can develop dairy chain that sources milk from small scale milk providers. And thus building a sustainable dairy chain can be recommended to the business entity for establishing and advancing the product in new market regions. Enhancing the business opportunity to the local and global markets will be proven advantageous for Barambah Organics as the firm will be able to meet the demands of local as well as global consumers. Moreover, capitalizing and investing on this opportunity will be generating significant revenue for the from rural areas and the same earned value will be offered to all the stakeholders involved in dairy chain, these are some of the other benefits that will be attained by the business entity.
Building a development strategy is one of the initial requirement and which should be based on the principle of generating value in each and every segments of the dairy chain. This means that every player or contributor of the chain will be earning will earning an appropriate amount of value and will be earning profit that means returns are high as compared to the expenses. Moreover the business operations and the technology will also be required to be up-dated as per the strategy. These changes will surely bring improvements and advancements in the efficiency and effectiveness of delivery of products and overall performance f the business corporation.
Further, there is a need of evaluation of the developed strategy and performance level of newly built business units. This process of evaluation will be proven beneficial as it will aid the firm with the reports which will present the lacking points and capabilities, capacity, performance level, and scope of improvements if any. Performance evaluation will also enable the business organization in the development of strategies which will aid in dealing with the competing brands within the market region. Moreover, training sessions should also be offered to the employees and for which the professionals with backgrounds in dairy supply chain management and farm economics should be called. Training from these experts will lead an increase in the level of efficiency of the staff and will lead in advancement of productivity and profitability.
References
Asghar, W., Abbasi, M.N. and Zafarullah, M. (2015) Impact of Advertisement and Sales Promotion on Consumer Cognitive Buying Behavior: A Study of Low Involvement (FMCG) Products. Pakistan Journal of Social Sciences (PJSS), 35(2).
Baker, M.J. (2014) Marketing strategy and management. Macmillan International Higher Education.
Barambahorganics, (2018) Our story, [Online]. Available at: https://www.barambahorganics.com.au/about-barambah/our-story. [Accessed on 2nd October 2018].
Barambahorganics, )2018) Milk, [Online]. Available at: https://www.barambahorganics.com.au/products/milk. [Accessed on 2nd October 2018].
Blakeman, R. (2018) Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Chatterjee, K., Adhikary, K., Sen, S. and Kar, S. (2018) Identification and Analysis of Factors Affecting Consumer Behavior in Fast Moving Consumer Goods Sector. Business Perspectives–Aims and Scope, p.2.
Davcik, N.S. and Sharma, P. (2015) Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation. European Journal of Marketing, 49(5/6), pp.760-781.
Dutta, A, (2018) Market segmentation- Definition, bases, types and examples, [Online]. Available at: https://www.feedough.com/market-segmentation-definition-basis-types-examples/. [Accessed on 2nd October 2018].
Fill, C. and Turnbull, S.L. (2016) Marketing communications: brands, experiences and participation. Pearson.
Kaushalya, A.M. and Fernando, P.I.N. (2015) Does Brand Image Impact on Consumers’ Buying Behavior: Special Reference to Fermented Dairy Products.
Oliver, R.L. (2014) Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer. New York: Routledge.
Pixelsutra, (2017) Dairy industry: Market analysis and Marketing strategies, [Online]. Available at: https://pixelsutra.com/dairy-industry-market-analysis-and-marketing-strategies/. [Accessed on 2nd October 2018].
Ryan, D. (2016) Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Scarborough, N.M. (2016) Essentials of entrepreneurship and small business management. Pearson.
Todorova, G. (2015) Marketing communication mix. Trakia Journal of sciences, 13(1), pp.368-374.
Vinayagamoorthy, A. and Kannan, P. (2015) The Impulse Buying Behaviour of Consumes for the FMCG Products in Salem. Impulse, 2(2).
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