Marketing strategy refers to the plan of a business that can help it in reaching people so that they can be turned into customers of a product or service. Marketing strategy comprises of value proposition and marketing messages of a company. Marketing communication mix is indicative of specific methods that can help in promotion of a company so that it can reach targeted customers. Milk is an important ingredient among the dairy foods in Australia as it contains the essential nutrients that people need for maintaining good health. Dairy Farmers Pty Limited is a trusted milk brand in Australia that exists since the year 1900 (Dairyfarmers.com.au., 2018). The range of dairy products of Dairy Framers Pty Limited is being enjoyed by the families in Australia for many generations. This report elaborates on marketing strategy of Dairy Farmers Pty Limited. It discusses about the marketing communication mix of FMCG product of the company called Dairy Farmers Pty Limited in Australia. The report also states if consumer behaviour factors (in Assessment 1 and Assignment 2) are in accordance to the marketing strategy of Dairy Farmers.
Dairy Farmers sells fresh milk for the kids which is tasty and also convenient. The milk of Dairy Farmers contains calcium that makes it a recommended product for the kids in Australia. The milk of Dairy Farmers is delicious and it is also nutritious as it provides calcium, potassium, protein, Vitamins B2, B12, iodine and phosphorus (Menon et al., 2015). The products that are popular are Skim Milk, Original Milk, New Milk and Lite White Milk. The milk is sold in cartons of 200 mL, 300 mL, 600 mL and 1 litre. The creamy taste of the milk of Dairy farmers is greatly popular among the people in Australia. The milk acts as a natural source of the protein and it does not contain any artificial additives that makes it greatly favourable among the Australian population. The dairy farmers of the company work with a lot of dedication and the manufacturing teams helps in ensuring that the products have the exact standards. Dairy farmers also sell long life milk that lasts for a longer time. The milk is heated at high temperature that can help in the aspect of storing unopened cartons for serving a long period.
Current marketing strategy
The marketing strategy that is adopted by Dairy Farmers is cause marketing. Cause marketing helps in linking the product or the service of a company to that of a social cause. Cause related marketing that is adopted by Dairy Farmers helps it in catering to the needs of the consumers in Australia. Dairy Farmers is passionate regarding the farming communities, quality of milk, animal welfare and the environment that helps in ensuring the aspect of sustainability (Biswas & Roy, 2015). Dairy Farmers encourages the farmers to have work-life balance by involving them within local community. It helps in providing sense of the belonging that acts as a protective factor in relation to well-being. With the help of Dairy Pride, the farmers are provided with the tools so that they can incorporate labour management along with farm safety techniques in the process of milk production (Olson et al., 2018). Personal Support Program is designed that helps in assisting the daily farmers and their families in meeting challenges. Dairy Farmers looks after the interests of the community that helps it in building a strong relationship with the community. The products of Dairy Farmers are made by making use of high quality milk which is sourced from the dairy farms in Australia. Food safety program, herd management along with quality tools helps in ensuring that the milk that is produced at Dairy Farmers is of supreme quality. Food safety program helps in ensuring that dairy milk is produced from the farms that have documented procedures (Baker, 2014). The dairy framers of the company look after welfare of the animals. The dairy farmers are well-cared for by the farmers and the animal welfare practices help in maintaining integrity in relation to Daily Farmers Australia. Dairy Farmers helps in ensuring that milk is of high quality along with the fact that the milk is produced from the healthy cows. The tools are provided to the farmers that helps them in managing the aspect of water along with energy usage. The tools help the farmers in the identifying regarding whether the savings can be made. Land care grants are provided to the farmers that helps the farmers in developing sustainable practice in relation to the farms which can increase the efficiency of their business.
Marketing Communication Mix
Advertising: Advertising is used by Dairy farmers for the promotion of their products that helps them in reaching a broad consumer base in Australia. The advertisements push the image of milk from an old fashioned drink to one that is interesting (Todorova, 2015). The advertising helps in increasing the consumption of milk of Dairy Farmers and it arrests the decline in milk consumption owing to the emergence of soft drinks in the market (Armstrong et al., 2015). The advertisements on posters and flyers can help more people in knowing about the unique aspects of products of Dairy Australia.
Sales Promotion: Dairy Farmers Pty Limited takes recourse to sales promotion that serves the purpose of marketing of their product. It communicates directly with media along with health professionals that helps in revealing the superior quality of the milk of Dairy Farmers in Australia (Lusch & Vargo, 2014). The sales promotion of Dairy Farmers is carried out with the help of campaigns that states that in the event of buying fresh milk from the company 10 cents of a litre would go to the drought relief fund.
Public Relations: The Public Relations of Dairy Farmers helps to manage information in between the dairy business and the buyer of their products. Articles are generated that features a client that helps in making the company popular in dairy industry of Australia. It helps in informing prospective customers along with stakeholders about the innovative milk products offered by Dairy Farmers (Fill & Turnbull, 2016). Profile raising events are held by Dairy Farmers that helps in increasing the brand image of Dairy Farmers in Australia. The public relations through the online platform with the help of the dairy farmer professionals in Australia helps in spreading influence of the company within Australia (Wensley, 2016). The sponsorships of Dairy Farmers helps in spreading influence of brand in the market of Australia.
Findings
Survey brought out in Assessment 2 showed that people can turn out to be loyal customers in the event of being targeted in the right direction. It threw light on the fact that there are a large number of competitors of Dairy Farmers like A2 milk company, Lion Dairy and Drinks and Canberra Milk that provides competition in the path of the company, Dairy Farmers in Australia. Marketing can act as a boon for Dairy Farmers in getting an edge over that of the competitors. Marketing communication practiced by Dairy Farmers can make it possible for the Australian population to know about the milk products offered by Dairy Farmers. Advertising, sales promotions along with public relations will be able to help more people within Australia in knowing about the high quality of the products sold by Dairy Farmers (Solomon et al., 2014). The fresh and the skimmed milk products of the company would be purchased by people who would come to know regarding the product through the medium of advertisements. The milk products does not contain any preservatives that makes it a safe product for the kids and the young people within Australia (East et al., 2016). Survey carried out in Assessment 1 revealed that respondents were happy with the popular brand. Primary research in Assessment 2 showed that the advertisement by making use of posters and the flyers can help in drawing more people towards the popular brand. It showed that there existed many consumers who compares brands before the act of purchasing and marketing communication mix can help in increasing customer base in relation to Dairy Farmers Australia (Kitchen & Burgmann, 2015).
Strategic Recommendations
1) Marketing landscape is undergoing changes at a fast pace and marketing specialists of Dairy Farmers can use the innovative marketing strategies which can be useful for influencing buying decision of customers. Integrated communication campaign can be taken recourse to by the company which can aid in the process of marketing of the dairy company ( Pavlou & Stewart, 2015). The amalgamation of old along with the new methods of marketing can create cohesive marketing campaign which can attract customers. Social media platform can be made use of by Dairy Farmers which can help in earning more revenue for company.
2) The diversification of marketing team of Dairy Farmers can improve performance in relation to the company. The exposure of the company will be able to help the company in reaching a larger audience. This would be able to provide satisfaction to people who belong to the diverse groups.
3) Dairy Farmers can make more amount of profit by reducing the prices of the products that can help the company in making the company competitive in the market of Australia. Cost leadership strategy can be used by the organization that can help it in appealing to the price-conscious customers. This will thus be able to help the organization in achieving economy of scale that can pave the path for a large market share when compared to that of the competitors.
Conclusion
Marketing strategy is indicative of business plan which can help the company in reaching a wide audience. Dairy Farmers produces milk that comprises of calcium which makes the product recommended for the young population living in Australia. Milk of the Dairy Farmers being delicious and nutritious can help in catering to the needs of a large number of people in Australia. Cause marketing adopted by Dairy Farmers can help them in targeting a large consumer base on account of the factor of sustainability. The campaign of Dairy Pride helps in providing tools to the farmers that can assist in milk production process. Personal Support Program can help the famers in overcoming the various challenges. The products of Dairy Farmers are promoted by taking recourse to advertising and the sales promotion. Public Relations in relation to Dairy Farmers can manage the information in between business and that of the buyers. Integrated communication campaign can be used by company that can offer help in the arena of marketing of milk products. The company can make use of cost leadership strategy which can appeal to the customers who are price-conscious.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher Education.
Biswas, A., & Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468.
Dairyfarmers.com.au. (2018). Milk Matters to Us | Dairy Farmers. Retrieved from https://www.dairyfarmers.com.au/
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications in marketing. Sage.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation. Pearson.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: making it work at a strategic level. Journal of Business Strategy, 36(4), 34-39.
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Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (2015). Effective Marketing Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Olson, E. M., Slater, S. F., Hult, G. T. M., & Olson, K. M. (2018). The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, 62-73.
Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework towards integrating elements of the marketing mix. In New Meanings for Marketing in a New Millennium (pp. 218-222). Springer, Cham.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Todorova, G. (2015). Marketing communication mix. Trakia Journal of sciences, 13(1), 368-374.
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