In the era of competition, every company is trying to attract the customers based on their innovative marketing strategies. So, the use of strategic marketing can be seen in almost every industry. This report provides the market strategy and analysis of the famous Australian based company Dairy Farmers. Dairy farmers are the company which is famous for various milk products. The company was formed in the year of 1990 as the milk production company. The vision of the company is to be the innovative, sustainable and competitive dairy company in the market. The Australian dairy farmers are the advocacy body which is working towards the improvement of sustainability and profitability of diary famers in the country. The work of the organization is to ensure the long-term profitability of value chain of dairy industry by cutting the unnecessary cost incurred in the manufacturing of dairy products. Along with this, the organization addresses the issues related to technical barriers to grow the dairy import market. Having comprehensive and effective business strategy, the organization is able to improve the level of dairy farms in terms of productivity and revenue in the Australian market. In past few years, organization has established itself as the trustworthy name that believes on the sustainable marketing to maintain good relations with the stakeholders by raising the value in the market (Dairy Farmers, 2017).
Dairy Farmers is the non-profit organization which has responsible management of the natural resources. The organization is accountable for the long term growth and ensures the sustainability of the Australian dairy industry. There are some priorities of the organization in terms of natural resource. The organization provides secure access to water supplies to ensure the productivity of dairy industry. Organization has water recovery strategy for the effectiveness in providing water to the farmers who face challenges of producing the milk. Along with this, the organization improvers the risk management of the dairy farmers in terms of preparing them for the extreme weather events and drought by the improve government policy and tools. Further, the organization implements the improvement strategy for driving the change by maximizing the profit for dairy farmers and provides highly valued service (Fifield, 2012).
In targeting the customers, Dairy Famers targets the mass population and find out the people of all age groups. The company has deep product portfolio so it does not differentiate the customers but uses mass marketing strategy. In the product category, the company does not present only milk but also many other products such as cream, custard, cottage cheese and lactose free. There is the also variety in the milk products such as butter milk, long life milk, normal milk and kids milk. So, based on the products, the company targets various customers and fulfills their needs (Armstrong & Cunningham, 2012).
The collaborators or suppliers of the company are the farmers who are engaged in agriculture and pet care. The collaborators of the company are those farmers who support the company by providing natural milk. The provided milk by the farmers is used by the company as the product. For providing support to the suppliers, the company follows some food safety norms. Dairy Farmers is the most trusted brand in the Australian market. The farmers are dedicated in producing the milk and providing to the customers by meeting the exact standards. The suppliers are responsible to deliver the milk daily for the continuous production of the milk and related products (Tsourgiannis, 2011).
Dairy Farmers has strong competition with some companies i.e. Mungalli creek, Red Cow Dairies, Cooloola Milk, and Bodalla etc. They are also popular among the customers in terms of having low price milk products in the market. These competitors are also the biggest seller of the milk products. They also have low cost products which is the key factor to attract the customers in the Australian market. The above discussed competitors of Dairy Farmers have the delicious products of milk so they have also marked themselves as the famous brands among the customers. These local competitors are giving tough competition to the Dairy Farmers but still the customers prefers the Dairy Farmers and its products.
With the innovative marketing strategies, Dairy Farmers is also focused on the social and ecological activities such helping the people and providing the work to them for their livelihood. The company has effective management team, by which it is able to implement the social activities for the community. Company is also concerned for the animals and their welfare because they are the natural resources of milk. Dairy Farmers is one of the best companies in the milk manufacturing industry. Through the banner, television and other media platforms, Dairy Farmers is able to advertise its products among the customers.
By the 5C analysis, it is observed that Dairy Farmers uses all the segmentations to target the customers and serves according to their needs. The customers of the Dairy Farmers are kinds, young and adults. Dairy Farmers has strong position in the market in terms of milk products. Because of the various milk products, Dairy Farmers is popular among the customers. Its products such as milk, custard, yogurt, and cheese are popular of each customer. The company identifies the information of age, gender and need of the customers who consumes the milk products on the daily basis (Malburg, 2012).
It can be seen that there are many local competitors who is affecting the business of Dairy Farmers. So, the information of the competitors can be easily analyzed by the financial data and industry report. It is important to understand the revenue level and growth rate of the competitors to stay competitive in the market. By the social media sites and the customers’ survey, Dairy Farmers will be able to identify the expectations and needs of the customers in the market.
To operate in a country, it is important for the company to adopt the rules and regulations imposed by the government. Dairy Farmers operates in the Australian market so it has to deal with many policies of the Australian government. To grow in the market, the company needs to understand the external environments which affect the business operations. This can be done by understanding the laws and regulations of the Australian market. Along with this, the company can gather the information of other companies to understand their growth in the respective markets (Obrien, 2012).
The main collaborators of Dairy Farmers are the suppliers and farmers who supply the milk in bulk to the company on daily basis. It is mentioned that the Dairy Farmers is depends upon the local farmers who have cows and other animals. They are the source of raw material. Company collects the information about them for the safety and security of the customers. There are also some requirements of the company regarding safety that the animals do not eat unsafe products and chemicals.
In case of segmentation, the company uses almost all the segmentations to attract the customers. It is described that company does not differentiate the customers based on the needs and it attract the customers of all the groups. So, Dairy Farmers uses geographic, demographic, behavioral and psychographic segmentation to target the customers for the milk products. Under the segmentation, company focuses on the age, gender, income, personality, lifestyle and family background of the customers. Along with this, Dairy Farmers focuses on the consumption rate of the milk by the customers and produce the milk according to that (Bruning, Hu & Hao, 2009).
Dairy Farmers is focused on maintaining the strong relationship with its customers. Milk is the product which is consumed daily by the people. The day of a child does not start without the glass of milk and various sweets are incomplete without milk. So Dairy Farmers is one of the brands in the milk category which provides trust to the daily users and customers as its major value. Along with the trust, Dairy Farmers is the brand which is famous for its customers well. The company has many options for the various targeted customers such as kid’s milk for the children, yogurt and dessert yogurt for sweet lovers and cheese for the young customers. Dairy Farmers has various ways of the positioning its milk to the different customers in the Australian market (Turnbull & Valla, 2013).
Based on the segmentation, it is clear that there is no any differentiation for the customers in Dairy Farmers. It can be seen that there are wide range of products for every segments. So the company targets the customers based on those products. Dairy Farmers focuses on the customers of all age groups i.e. it attracts kids, youths and old age people because everyone needs milk on daily basis. In the demographic segment, the company targets young working professionals aged from 20 to 40. Along with this, the company also targets the first time users and the regular users. It targets the departmental, retail stores and hypermarkets.
The ranges of the products in Dairy Farmers are mainly enjoyed by the families of Australia. The company has gaining success in the Australian market with the help of its slogan ‘Milk matters to us.’ This is the most trusted milk brand of the country and always creates the awareness among the citizens that why milk matters. The company has strong position in the market not only because of providing quality products to the customers but also provides value to the farmers who are dedicated towards their work. The company is working for over 115 years in the market for bringing tasty, delicious and fresh milk to the Australians every day. Company knows that the milk matters very much in the lives of people. Along with this, Dairy Farmers is trying to develop positive image among the customers of Australia and for this, it tries to bring new milk products daily for them (Taleghani et al, 2011),.
Dairy Farmers has the strong product portfolio in the market. The product portfolio of the company has mainly dairy products. Kids milk, long life milk, Greek Style Yogurt, thick and creamy yoghurt, Thick and creamy dessert yoghurt, b utter milk, cream, custard, cottage cheese and lactose free. The product portfolio of the Dairy Farmers is considered as the dairy origin which is outstanding. Dairy Farmers has many competitors according to the different products but no competitor has such vast product portfolio as Dairy Farmers. This is the key reason that Dairy Farmers has the competitive advantage over the competitors in the Australian market.
Dairy Farmers has the strategy of low cost pricing for its products. It can be said that the company is using penetrative pricing strategy in the market. This strategy can be used when there is the high level of competition and the company wants to establish itself in the market with the low price. In case of Dairy Farmers, the vision of the company is to provide the milk products to end customers at the affordable prices and it is working on the same vision today. Today, it can also be seen that butter, custard, yogurt and cheese are also available for the customers at the affordable prices. These products may be costly but it is fit with the strategy of the company. The transportation and distribution cost has increased over the years so the cost of Dairy Farmers gone up. But for the Australian customers, the prices of these products are still, at affordable rates (Stein, 2014).
Dairy Farmers has massive distribution network as the products i.e. milk, butter and cheese are found practically everywhere. The company basically follows the strategy of breaking the bulk. The output of the company is in bulk. After that, this bulk becomes smaller and finally one individual slab of butter and milk is sold at the retail places. There are basically two channels by which Dairy Farmers distributes its products. One is the procurement channel which is accountable for collecting the milk by dairy cooperatives. On the other hand, other is the distribution channel which is accountable for distributing the final product to the end users.
In the procurement channel farmers delivers the milk to the cooperatives. The cooperatives collect all the provided milk and send that in the bulk to the manufacturing facility. In the manufacturing facility, the company uses the milk to manufacture the finalized products. Along with this, in the distribution channel company involves agents, distributors, retailers and dealers. There are the stores and shops which sell the products of Dairy Farmers product portfolio. So, there is lots of transportation involved for all the Dairy Farmers products. The distribution channel ensures that the products reach every corner of the Australia (Peñaloza, Toulouse & Visconti, 2013).
Dairy Farmers is responsible for the most unique and longest running campaign as well as most innovative advertisements for the promotion of the products. By the various advertisements, the company y is able to attract the customers of all the groups. Dairy Farmers basically advertises for its popular products i.e. butter and milk. So, generally Dairy Farmers promotes its products by the outdoor, discount schemes, trade promotions and sales promotions. All the advertisement of the strategies directly impacts on the cost of the products. Due to the excellent quality with the affordable prices, Dairy Farmers has the strong presence in the Australian market. So, overall promotions of the company are always low for the Dairy Farmers for the outdoor advertisements (O’Guinn, Allen & Semenik, 2011).
People in the marketing mix can be described as the employees and staff of the company who are accountable in manufacturing the final product and serving it to the customers. The people in the Dairy Farmers are responsible of daily production of milk and related products. They are focused on collecting the milk in bulk provided by the farmers. After that, they use the collected milk in the manufacturing and packaging and deliver it to the end users. They are properly trained about the manufacturing process and day to day operations.
This part of marketing mix includes the process of delivering final product to the end users. Dairy Farmers focuses on the needs of the customers and provides milk related products to them. Under this, company distributes the final products to the retail stores and from there, customers purchases the milk and its related products.
Physical evidence refers to the physical body and attractiveness of the product so that the customers can be attracted towards the products. Dairy Farmers has vast portfolio of product and it has different packaging for each products. For the kids’ products, it has the packaging with the cartoons. Similarly, in the thick & creamy desserts yogurt, company has done its packaging with the picture of chocolates. These are the attractive evidences by which company is able to attract the customers in the Australian market (Ahmed, Vishnu & Amin, 2014).
References:
Ahmed, R. R., Vishnu, P., & Amin, M.A., (2014), Impact of Product Packaging on Consumer’s Buying Behavior: European Journal of Scientific Research, 122 (2), 125-134. UK
Armstrong, G., & Cunningham, M. H., (2012), Principles of marketing, Australia: Pearson publication
Bruning, E. R., Hu, M. Y., & Hao, W., (2009), Cross-national segmentation: European Journal of Marketing, 43 (11/12), 1498-1522
Dairy Farmers, (2017), Milk Matters, accessed on 4th May 2017 from https://www.dairyfarmers.com.au/
Fifield, P., (2012), Marketing strategy, (2nd edition), Berlin: Reed educational & publishing Pvt Ltd
Malburg, T. (2012), Strategy – making in three modes, California Management Review, 2, PP 44-53
Obrien, G. (2012), Factors to be considered while being a market leader, Princeton: Princeton University Press
O’Guinn, T., Allen, C., & Semenik, R., (2011), Advertising and Integrated Brand Promotion, Ohio: Cengage Learning
Peñaloza, L., Toulouse, N., & Visconti, L. M., (2013), Marketing management: A cultural perspective, USA: Routledge
Stein, (2014), The determinants of commodity prices stresses, Harvard Business Review, 89 (7), pp.89-90
Taleghani, M., Biabani, S., Gilaninia, S., Rahbarinia, S. A., & Mousavian, S. J.,(2011), Arabian Journal of Business and Management Review :The Relationship between Customer Satisfaction and Relationship Marketing Benefits, 1(3), 78-86
Tsourgiannis, L., (2011), PROFILES OF DAIRY COW FARMERS’ MARKETING STRATEGIES IN THE COUNTY OF CORNWALL IN THE UK, accessed on 4th May 2017 from https://www.mruni.eu/upload/iblock/f3b/perziureta%20TSOURGIANNIS.pdf
Turnbull, P. W., & Valla, J. P., (2013), Strategies for international industrial marketing, USA: Croom Helm
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download