Case and Questions

Posted: January 5th, 2023

Student’s Name

Tutor’s Name

Course Title

Date

Case and Questions

Section A – Question One

Earth’s Friend that operates in the cleaning sector appears to be doing well with its operations locally and abroad. It particularly excels in its recycling activities whereby it recycles most of its products and packaging materials. The development in this area signals the firm’s level of innovation, and signals a firm that aspires to build a name for the pioneering brand. Nevertheless, the firm must pay considerable attention to some of the challenges that could affect its operations. The company should develop an effective plan to deal with the changing consumer desires, and come up with products and services that meet the current needs. The group must also come up with approaches for mitigating the escalating level of competition that could harm the firm’s operations. The group should also increase its online presence to overcome the pressure from other companies. All these challenges require strategic interventions that would enhance how Earth’s Friend handles its operations. An effective strategic approach is to define the company’s primary target audience for all prospective campaigns. Nevertheless, successful definition of the target audience requires the team handling the process to be conversant with helpful concepts and techniques associated with the process.

Demographic Segmentation

A suitable approach that Earth’s Friend can use to define its target audience for various campaigns, products and services is to practice market segmentation. The model requires the company to pay attention to four critical areas that help the company to understand the categories their customers belong to. One of these divisions is demographic segmentation, which is one of the commonest approaches many organizations use to identify and categorize their buyers. Kang, Brashear, and Groza (468) describe it as possibly the most candid approach to defining consumer groups. The company while using demographic segmentation should consider non-character features such as level of education, age, religion, ethnicity, profession, income, and gender (Kang, Brashear, and Groza 468). For instance, the demographic approach could target potential buyers due to their level of income so the firm’s marketing budget would not go to waste channeling the message to individuals who possibly cannot afford a particular service or product. This is particularly essential considering that the firm is experiencing a substantial consumption pattern change from numerous cleaning items towards one cleaning substance that can perform all duties (Kang, Brashear, and Groza 469). The company should pay considerable attention to this area because some buyers, especially younger consumers who consider purchasing and using an assortment of cleaning products for different purposes considerably costly and confusing. Moreover, the demographic feature of age presents a better chance to come up with products and services that would meet the requirements of buyers belonging to a particular age group rather than investing heavily on particular campaigns yet they may not be relevant to buyers belonging to a particular age group (Kang, Brashear, and Groza 470). The same applies to all the other non-character features used in demographic segmentation.

Psychographic Segmentation

The other aspect that may help Earth’s Friend to define its target audience for various campaigns is psychographic segmentation, which pays attention to the consumers’ interests and personalities. The firm while segmenting buyers using this approach need to consider several features such as lifestyles, beliefs, hobbies, personal character traits, values, and life objectives (Ganjova, Nadanyiova, and Moravcikova 67). Earth’s Friend must understand that contrasted with demographic segmentation, psychographic segmentation can be considerably difficult to find. The company must perform adequate research on the matter because it is only through effective research that it is possible to acquire insight into how consumers vary, and what the company must do to meet their desires (Ganjova, Nadanyiova, and Moravcikova 67). Consequently, the company can come up with a range of products and services that meet the desires of consumers with different lifestyles, values, and beliefs. Even though it may be difficult to customize products so that they satisfy the personal traits and hobbies of all buyers, the company should try to offer provisions that at least satisfy as many consumers as possible. Other than considering the possible psychological traits that could influence the identification of the target audience, the psychographic approach explains how consumer preferences determine the purchase of a particular product or response to certain campaigns (Ganjova, Nadanyiova, and Moravcikova 68). For example, a person who does not value watching TV or listening to the radio may not get a suitable chance to interact with the products or become familiar with their potential impact. The firm in this case must devise more enticing ways for attracting such consumers.  

Geographic Segmentation

Earth’s Friend should rely on geographic segmentation as a possible way for defining its audience and understanding the factors that impact on their response to various products and campaigns. Rather, Tehseen, Itoo and Hussain (205) refer to geographic segmentation as usually one of the most suitable ways to identify and group consumers with regard to their geographical or physical location. Earth’s Friend in this case can define buyers and possibly predict how they would react to campaigns depending on their postal code, region, country, or city (Rather, Tehseen, Itoo and Hussain 205). For example, the company could develop campaigns using different languages taking into account that people from different geographical region may not be speaking the same language. Besides, the company must pay considerable attention to how cultural influence that vary from one place to the other, and pay attention to incorporating features that would appeal to buyers depending on the culture in their region (Rather, Tehseen, Itoo and Hussain 206). Nevertheless, relaying campaigns that do not consider the language and cultural preferences of buyers in a particular region could harm the identification process and possible the entire marketing practice. For instance, buyers may fail to identify with an advert, which could deter them from acknowledging the brand and spending money on it. Other than the mentioned features, geographic segmentation requires the seller to focus on other factors such as climate and season, population density and type, and time zone. All these factors are essential in determining how buyers are likely to react to different campaigns and whether they are likely to develop the urge to purchase the organizational products and services.

Behavioral Segmentation

Behavioral segmentation is possibly one of the most applicable and essential for businesses that aspire to understand their buyers better. Similar to the psychographic approach, behavioral segmentation requires substantial research to acquire valuable and concrete information about the behavioral factors determining consumer’s response to marketing campaigns (Rather, Tehseen, Itoo and Hussain 211). Thus, the firm must pay adequate attention to factors such as spending, purchasing, and borrowing habits, as well as focus on other key factors such as interaction with the product, service, or brand, loyalty to the brand, and previous perception or ranking of the product (Rather, Tehseen, Itoo and Hussain 211). For instance, the approach may guide the company to focus more campaigns towards buyers who spend quite frequently rather than dwelling on those purchasing habits are unpredictable and unsteady.

Prime Delineator

The prime delineator of the target buyer in this scenario should be the behavioral segmentation. The approach is more suitable than the rest because it offers an opportunity to pay attention to buyers who are willing to spend on the product rather than those who wish to purchase the organizational provisions, but are not willing to spend beyond certain limits (Susilo 187). In addition, the approach makes it possible to enhance brand loyalty, which is very essential when dealing with consumers (Susilo 187). Focusing on loyal buyers presents a suitable chance to maintain the relationship regardless of possible hurdles that could emerge in the course of operations (Susilo 188). Nonetheless, the other segmentation styles are equally essential and Earth’s Friend should not disregard it.

Question Two

Benefits of the Campaign

A good campaign aimed at identifying buyers and sensitizing them about the company’s products and services presents a good chance to enjoy the many benefits associated with a well-planned process. Raudeliunien, Davidaviciene, Tvaronaviciene, and Jonuska (5) write that effective marketing campaigns presents an opportunity to acquire the relevant data and metrics to gain more awareness about the target buyers so the firm can be more targeted in its advertising approaches and strategic development. The company is not in a better position to make decisions on how to approach buyers when it lacks the relevant data about consumers’ needs and preferences (Raudeliunien, Davidaviciene, Tvaronaviciene, and Jonuska 5). In addition, effective campaigns helps to foster trust, which is very essential when seeking to form stronger ties with buyers. Adequate trust would allow buyers to be attached to the company’s products and services, and increase attachment to the brand. Earth’s Friend need to develop and implement an effective marketing campaign, which entails knowing the target audience better offers an appropriate chance to attract increased sales, which is usually the primary objective of any business. Increased sales often encourage increased profits and growth for the enterprise, which also implies that the firm has the money to strengthen and grow the business (Raudeliunien, Davidaviciene, Tvaronaviciene, and Jonuska 6). The other reason why Earth’s Friend should emphasize on the campaign is that the practice presents a better chance to enhance the organizational reputation. The firm must understand that appropriate marketing styles encourage buyers to build trust in the brand, and trust is paramount for ensuring that the company is in a position to build and nurture a transparent and positive reputation through engaging consumers (Raudeliunien, Davidaviciene, Tvaronaviciene, and Jonuska 6). Earth’s Friend, therefore, should do everything within its means to develop an effective campaign process.

An appropriate marketing campaign presents other benefits to Earth’s Friend, which provides an opportunity to enjoy several other merits associated with the initiative. It is essential to emphasize on developing an effective campaign because this offers a suitable chance to improve the organization’s awareness of the marketing process. Ohajionu and Mathews (340) write that with an appropriate campaign, the company is able to foster awareness of what is able to work for the enterprise. The acquired metrics through the campaign could help to what is working well and what requires more attention to achieve the targeted goals (Ohajionu and Mathews 340). The metrics presents a better chance to evolve the campaign over time, and as the company gains more information about what works and what is not, and will present a better chance to gain a better awareness of the marketplace. The company while developing the campaign should remember that it operates in a highly competitive environment because most buyers have many options to select from when they are identifying different services and products to pick from (Ohajionu and Mathews 343). A primary factor to consider is to know the variations between the company and its rivals, and to be able to use effective campaign techniques together with different technological approaches in order to produce the maximum amount of benefits and values from the campaign and the entire marketing initiative (Ohajionu and Mathews 343). The many benefits associated with an effective campaign strategy should encourage Earth’s Friend to proceed with its plans to create an effective campaign approach.

Integrated Marketing Communications Campaign

An integrated marketing communication campaign that would help Earth’s Friend to launch a brand item is one that adheres to effective communication models and embraces social media as a fundamental mode of interaction. The campaign is likely to give satisfying outcome if campaigners rely on the Shannon and Weaver model of communication that is specially created to promote an operational communication between both parties into the interaction process (sender and receiver). The model acknowledges the fundamental role the sender plays in a communication process. It is the originator of the message and chooses what to relay and not to transmit (Miller 84). The sender at Earth’s Friend should be very clear about the intention to launch the product, and how the introduction will benefit buyers. The campaigner must select an appropriate encoder to act as a transmitter that changes the message into signals, as well as a suitable note to that would relay the signals via cables and satellites. More fundamentally, the campaigners should focus on the decoder, which is the reception that permits conversion of signals into readable messages (Miller 84). The process at this phase is a reverse of what happens in the encoding stage. The company at this stage should rely on effective satellites that enable it to relay information without impediments, and which permit the target audience to receive information in real time. The model acknowledges a receiver who is the destination, and depending on the decoded information, a receiver provides their feedback (Miller 85). Besides, the model considers noise as a possible destruction to the communication process. Miller (85) informs that the message is moved from the encoder to a decoder via a medium. During the transfer process they message could be distorted or interrupted by physical obstacles or the encoded signals could be affected in the medium during the movement process, which tamper with the flow of communication or the receiver may not capture the right information. Following the communication model keenly offers a better chance to interact with the target audience with minimum interruption.

In addition to following an effective communication model, interaction during the launching process is likely to excel if the campaigner embraces social media. Appel, Grewal, Hadi, and Stephen write that with the proper social media marketing plan, the campaigner stands a chance of attracting buyers from a broader market base, and increases the chance for attracting loyal consumers. Social media is an effective avenue to maintain communication with stakeholders during and after the launching because the avenue presents an opportunity to socially interact with the target audience not only through written forms, but also using images and videos (Appel, Grewal, Hadi, and Stephen). Most social media platforms such as YouTube, Facebook, Twitter, and WhatsApp presents users with an opportunity to make video calls, while channels such as Zoom, Skype, GoToMeeting, and Cisco WebEx makes it possible to engage in video conferencing, which could be necessary when handling the campaign (Appel, Grewal, Hadi, and Stephen). Therefore the team in charge of the launching should consider social media as being an integral aspect of the communication plan.

Suitable Remote Conveyor

The key benefit claim model describes what a service or product possesses differently from the rest, or is different from the rest in the market. The model proposes that a company should emphasize on a unique selling point or messages that differentiates the brand from rival operators while communicating or implementing its marketing plan. An effective key benefit claim according to Althuizen (6) is one that depicts three key features. The first is accuracy, which implies that the management clearly outlines what it perceives to be the product’s main advantage. The second factor is adequately convincing, which implies that the buyer is likely to agree with the proposed benefits, and the third is succinct, which means that the unique selling approach is short and void of many unnecessary words. Althuizen (6) informs that the conveyor should not be longer than four words to be succinct enough. A remote conveyor that Earth’s Friend should embrace and use it as its unique selling point is the phrase “We Clean, You Live”. The phrase does not only create a rhythmic pattern, but also creates the impression that the company’s focus on cleanliness would allow their buyer to live a healthier, longer life. Earth’s Friend should sell the phrase through its marketing campaigns and work towards achieving the hidden meaning in it.

Section B – Option One: Question One A

Earth’s Friend focuses on achieving better outcome in the future, and is confident that it would be able to make the brand one of the leading in the sector. The group’s brand equity and prosperous brand strategy re concrete evidence that the firm is committed to maintain its position of strength in the target markets. The group shows commitment to advance its communication model, and hopes that this will help to maintain the position and achieve organizational objectives. An effective strategy to achieve the communication goals is to embrace digital media that continues to evolve every day. Earth’s Friend should work with experts to develop a highly customized website that permit employees, buyers, and other stakeholders to interact freely and extensively on many issues (Garcia, Carrillo-Duran, and Tato-Jimenez 6). Buyers should be able to order for products, monitor delivery, pay, and ask for returns via the website. The digital platform should be easy to use, and include a section where buyers put in their complaints and get quick assistance on the matter (Garcia, Carrillo-Duran, and Tato-Jimenez 6). The website should reflect the company’s aspirations to achieve diversity by permitting users to access the content using the language of their choice. It is also essential to develop a website that does not show any form of seclusion of segregation to attract buyers regardless of their social status, race, religion, level of education, or political affiliation. However, the company can only achieve the best outcome in embracing the contemporary media plan if it engages qualified and competent personnel who understand how develop superior communicative models that rely on technology. Nevertheless, the company should not do away with traditional communication approaches such as writing letters, sending fax, and making telephone calls because the chances of realizing the best results are higher when both traditional and digital media work together (Garcia, Carrillo-Duran, and Tato-Jimenez 7).

Question 1 B

Earth’s Friend “Cleaning Essentials – Starter Kit” is an innovative idea that is likely to attract more buyers, especially those who feel that buying an assortment of cleaning products is costly. However, the product would do well if the company engages an influencer and an endorser. The influencer should have the capacity to impact potential consumers of the product by recommending it either on social media or promoting it through other avenues (Miller 120). The influencer in this case can be a celebrity or any other influential person. Similarly, the company should hire someone or a company that is equally influential to endorse the product, and make buyers perceive it as an essential aspect of their cleaning practices. Hiring an influencer and an endorser plays critical functions in urging consumers to purchase the kit.

Works Cited

Althuizen, Niek. “Communicating a Key Benefit Claim Creatively and Effectively Through Five Conveyor Properties.” Psychology & Marketing, vol. 34, no. 1, 2017, pp. 5-18.

Appel, Gil, Grewal Lauren, Hadi Rhonda, and Stephen Andrew. “The Future of Social Media in Marketing.” Journal of the Academy of Marketing Science, vol. 48, no. 1,doi:10.1007/s11747-019-00695-1

Ganjova, Lubica, Nadanyiova Margareta and Moravcikova Dominika. “The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty.” Scientific Annals of Economics and Business, vol. 66, no. 1, 2019, pp. 65-84.

Garcia, Maria, Carrillo-Duran Maria and Tato-Jimenez Juan-Luis. “Online Corporate Communications: Website Usability and Content.” Journal of Communication Management, vol. 21, no. 2, 2017, pp. 1-19.

Kang, Jun, Brashear Thomas and Groza Martin. “Customer–Company Identification and the Effectiveness of Loyalty Programs.” Journal of Business Research, vol. 68, no. 2, 2015, pp. 464-471.

Miller, Katherine. Communication Theories: Perspectives, Processes, and Contexts. McGraw-Hill Higher Education, 2005.  

Ohajionu, Uchechi and Mathews Soney. “Advertising on Social Media and Benefits to Brands.” Journal of Social Sciences and Humanities, vol. 10, no. 2, 2015, pp. 335-351.

Rather, Raouf, Tehseen Shehnaz, Itoo Murtaza and Hussain Shakir. “Customer Brand Identification, Affective Commitment, Customer Satisfaction, and Brand Trust as Antecedents of Customer Behavioral Intention of Loyalty: An Empirical Study in the Hospitality Sector.” Journal of Global Scholars of Marketing Science, vol. 29, no. 2, pp. 196-217.

Raudeliunien, Jurgita, Davidaviciene, Vida, Tvaronaviciene Manuela, and Jonuska Laimonas. “Evaluation of Advertising Campaigns on Social Media Networks.” Sustainability, vol. 10, no. 973, 2018, pp. 1-14.

Susilo, Wilhelmus. “An Impact of Behavioral Segmentation to Increase Consumer Loyalty: Empirical Study in Higher Education of Postgraduate Institutions at Jakarta.” Procedia Social and Behavioral Sciences, vol. 229, 2016, pp. 183-195.