Discuss about one of the market issues that grossly affect the Australian market.
Importance of health consciousness: the majority of the population in the present world are health conscious and are trying to create a better scope to live healthy and remain healthy. The population all over the world are trying to build a better opportunity to live healthy and that is possible only if their diet is including a proper health and they are maintaining a fit life. The use of oil free food, heavy diet, alcohol, and smoking can cause a severe damage to the health of every individual thus they should make sure that they are avoiding such food and maintaining a proper green diet. The consumers must believe in the term that prevention is better than cure and thus before ay disease occur or any damage takes place in their life they must assure a risk free life (Cho, Park & Lee, 2014). The consumers all over the world are now more interested to involve in fitness activities like zumba, gymnasium, marathon and many more activities. The involvement with sports has also increased in the present days and thus the requirement for energetic food and fatless food also important in everyday life.
Fitness concern in Australia: The people in Australia are becoming highly conscious about their health. They have recently taken up the trend of maintaining a healthy diet that will help them to build a proper health and life style. The people in Australia are initiating for new activities that will help them to become more health conscious and create awareness among the others to do the same. In the year 2017 the increased the excise on smoking so that the smokers reduce their consumption. The country has also taken few major steps that will help them to increase their level of fitness. Work out has become the second most popular activity in Australia. According to (Macdonald, 2013) it is stated that the people in Australia goes to gym at least once a week. The fitness professionals include half of them to be women this means that the women in Australia are equally interested in the fitness program and are targeting a healthy life. Thus it is clear that if a company has to trade with the Australian brands then the first thing they have to make sure that their products are healthy conscious and will help them to maintain their healthy and fit life style. The country is trying to encourage healthy activities among the countrymen by encouraging them to quit smoking and drinking and leading a healthy life. Thus it can be clearly stated from here that the Sunbites brand has to highlight their products speciality about being healthy and oil free to attract the consumers in the market.
Importance of creating awareness by the brand: branding palsy an important role in every business, thus it is important for the company to understand the criteria of the consumer and create the produce accordingly. The company should know about the market demand and then advertise the product to create a demand for the product in the market. The Sunbites Company already has their fame in the market, however along with this brand there are many other brands that exist in the market and are a tough competitor for this brand. thus to reduce their competition the only thing the company can do to initiate the strategy to educate the consumers about the benefit of using this baked product which has no oil or fat involved in it. Informing the consumer about the importance of health and then informing them about the product will be the best step that the company can take to create a demand for the product in the market. Thus the company must take up this strategy to build their platform for this newly formed brand Sensation. The must make sure that they are using different skills to develop a new fame for their product in the market (Baker, 2014). The competitive nature of the market has huge scope for other brands to create the same product and increase their sale. The Sunbites company must ensure that they are educating their consumers about the different technique and style they are using and how helpful it s for the health oriented person to consume such snacks items instead of consuming the fried food items.
The theory that can be used for this situation is motivational theories.
The theory of need or hierarchy of need was initiated by Maslow, in the year 1943 his paper included a theory that stated the theory of motivation. The theory of motivation states that the group of people get interested to do the same task or are interested to perform a similar task it states that the person can be convinced or motivated to perform a task and convincing them in a desired manner to do so. It is stated that motivation is a force that guides or initiates the goal oriented behaviours. The motivational source can be emotional, logical; practical that convinces an individual to perform in a certain task in a desired manner. The company can use this theory to convince the consumers about their product in a very simple manner. The primary requirement for food items in Australia is healthy and fat less food. The company must ensure that they are motivating the consumers about consuming food that are not fried but bakes. This concept will be readily accepted by the society as it is true that the fried foods have more fat and are not healthy for daily consumption. The company can motivate the consumer to consume such products that are baked like their food item which will not only be healthy but also will not make them look fat. The company must make sure they are spreading the news all over the country to ensure that they are reaching all the section of the country (Hudson & Thal, 2013). The company should also conduct survey and find out how the consumers react to baked food items that are new in the market. If the items are not readily accepted then they can provide free samples in the market for the consumer t taste them. The company can use this theory to create a demand for their product in the market.
The consumer decision process can also be used by them to advertise their product in the market. The consumer decision process includes five steps:
The company has to make sure that they are creating the best scope for their product to be selected in the market. They can follow few strategies to create their demand in the market. The demand for healthy food is highly acceptable in Australia; the company should take advantage of this situation and make sure that the customers are being informed about the product and its benefit to human health (Caspi et al., 2012). The company can take the following initiatives to create their product demand in the market:
They can conduct survey and events to create an interaction sessions with the consumers. This will help the company to communicate with the customers and understand their requirement. Thus depending on these requirements they can advertise the products and make the consumers understand about the benefit of consuming this product.
They can make test and health check up surveys where they will conduct health check up and promote the need for being healthy in every days life. Along with this they will be able to inform the consumers about eating healthy food and maintaining a healthy diet (Cho, Park & Lee, 2014). The company can also inform the consumers about the benefit of consuming baked food items and avoid the fried items.
The company can give free samples to the consumers to check the taste of the product. The company can also arrange for advertisement by health experts who will be advertising the product and assuring the consumers about the benefit of the product (Foster et al., 2014). Advertisement plays an important role in marketing; hence the company should make sure that they are using the best advertising agents to create a better scope for their product in the market.
Initially they can give free samples with the previous products of the brand. Once the consumers are aware of the taste and benefit of the product they will be purchasing the product automatically (Ha & Jang, 2013). Reaching the consumer in an effective manner required the most. The company should make sure that they are making the product attractive for the health conscious consumers. The company should also take care that they are creating innovative way to advertise the product to compete with the existing brands.
As Sunbites is trying to create a market for their new launch Sensation that they can create the strategy to create awareness among the Australian consumers. They can use various skills to educate and inform the consumers to let them know about the importance of healthy food (Hawkes, Jewell & Allen, 2013).
As the company is using baked method for preparing their products, they can use this information to attract their consumers and create awareness among the consumers about the benefit of the consuming bakes products instead of consuming fried products (Lawrence, Richards & Lyons, 2013).
The company need to use latest technology and advertisement strategies to reach the consumers and compete with the already existing companies.
The importance of proper maintenance of health and diet is very important in daily life on which the company needs to focus on. However the consumers all over the world are becoming more concerned about their health and must make sure that they are using proper diet in their regular life. Thus it is expected that if the company is following this recommended suggestion will surely succeed and create a position for the product in the market.
The existing brands are trying to include health conscious product in their food but the competition in the market is creating a huge problem to such producers. The importance of proper maintenance of health and diet is extremely important for human life. As the consumers all over the world are becoming more concerned about their health and the brand must make sure that they are using proper diet in their regular life (Lu et al., 2013).
The company is targeting to introduce a new item in the market. They are introducing their baked potato chips in the market (Vasiljevic, Pechey & Marteau, 2015). They believe that the baked food item will be more healthy and demanding in the market where the majority of the consumers prefer healthy food. They will need create awareness about their importance of being healthy and to remain healthy they must consume this.
The food and restaurant industry is vast and many well-established food brands exist in the industry (Macdonald, 2013). It is needless to say that most of the brands use specialized strategies in order to attract the attention of the customers. In the similar manner, the company also need to adopt strategies which will different from others brands.
As part of the marketing strategy, the company can organize different campaigns that promote healthy food. Some examples of campaigns can include cookery events (Lu et al., 2013).
In addition to that, the brand can also sponsor different events in order to increase the brand recognition.
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