Non-Profit Marketing Concepts, Ice Cream With Biscuit Flavors, Income Distribution, Segmentation, And Demographic Trends
Activity 1
Find a non-profit organization which implements the marketing concepts. What is the exchange taking place? What is the profit they seek? Do they apply the marketing concept? How can you tell?
The organization that are non-profits are becoming important part of the society. They provides services which are not provided for the profit sector. An example of a NGO which implements on the marketing concept is the charity water. This organization has had campaigns particularly to thank their supporters who had helped them in raising of the forty two thousand million dollars which were needed to begin on the water project for more than two million individuals in need of it (Akaka, Vargo & Lusch, 2013). The exchange which took place was the company produced video as well as giving the employees with the freedom to publish the content which would connect on their supporters to enable them get the necessary funds for the project of providing water to the various households. The profit the company seek would to help the company to buy a new drilling rig fleet which would help to provide clean water for the forty thousand individuals each year in the Northern Ethiopia (Akaka, Vargo & Lusch, 2013). Through their marketing concepts the organization was able to raise over 1.2 million dollars and they were able to buy the two rigs drills they intended. I think they applied the marketing concept because they were able to get the funds they wanted to buy the rig drills.
Peter Ice Cream Company has launched a new product line of their business. The ice cream has iconic biscuits flavours that include the wagon wheels, iced Vovo, Mint Slice as well as the Caramel Crowns. This may sound simple but the challenge the company has encountered was to make sure that the flavours were true to the biscuits. When one tasted on the products in the range, they are transported to eating one of their favorite biscuit. The launch of this new product was in partnership with Arnotts and both they have a heritage in the Australian Aussie taste. Arnott Company has worked toward the transferring of the flavor of the biscuits. Peter organization perfected on the frozen experience of this new product. The product has four delicious treats which are available to every individual who post dinner treat. This product target the middle age segment (Viegas, 2014). The company knows that food may evoke on a strong sense of the memory therefore they intend to brig that perspective back through the ice cream made of biscuit flavours. With this new product they want to bring back the flavours which bring back some of the classic moments along with sparkling of some friendly competition between the flavours. I think the organization will be successful in that it has establish a collaboration with another company which has enabled it to join the forces in regards to the resources and be able to launch a new ice cream line (Kiel, 2014). The company worked with Arnott’s organization who were involved in the transfer of the flavours of the biscuits to the ice cream, while Peter’s organization they perfected on the quality frozen. This product aims is to take an individual of the feeling of the past products which they ate while still young. It would take them to the childhood they experienced since they would take various range which at some point in their childhood ate the biscuits (Kiel, 2014). Additionally, through the collaboration that Peter has joined there are more resources which are involved particularly for the making of the products, as well as advertisement purposes. There is no competition between these two brands they hence they will focus on making the launch of the product a success as they would have a wider market share (Kiel, 2014). It is important to note that Peter Ice Cream brand has a strong role all across the diverse range of the sectors as well as reflecting on the long term commitment of the Australian food industry.
Activity 2
If a company is interested in estimating the distribution of income in the Northern Territory or New Zealand’s Northern Island, how could it proceed? Be specific.
For a company seeking to know the estimate of the income in Northern Territory they need to proceed as follows; the first thing is for the company is to get the mean equivalised disposable household income in all the households in that area (Saez & Zucman, 2016). The difference between the lower and the higher level would show an asymmetric distribution of the income which would be relatively smaller for the number of individuals who have a higher household incomes, and the large number for the individuals who have a lower household’s income (Lam & Harker, 2015). The company will then need to use the percentile ratios which are a measure of the spread of the income which is across all the population. Moreover, the company can measure the distribution of the income through the income shares which is going to the groups of the individuals at the various different points in the distribution of the income (Saez & Zucman, 2016). This is where the Gini coefficient would come in to play since it measures how the income is distributed in a given place. It is usually calculated through finding of the income of all the individuals in a given are such as the Northern territory and this data is expressed in terms of the cumulative percentage of individuals against the cumulative share of the income earned by those households (Atkinson & Bourguignon, 2014). This would provide a Lorenz Curve, which will indicate the proportion of the income of the poorest individuals, middle income as well as the richest individuals in that place. there are always the poor and the rich but we are interested on how the income is distributed and most of the government put a lot of effort to make sure that the coefficient is much lower as possible.
Some of the companies I have identified are Coca-Cola, Lego and P& G. from the review of their website I have done my own analysis and discovered these companies uses mass marketing approach. The mass marketing have been used by the companies particularly when they decided to ignore on the market segment differences and appeal the whole market with one strategy in order to broadcast their message and reach large number of individuals as possible. In terms of how they segment their market I can rank these companies from P&G, Coca-Cola and then Lego. On the recommendation there are various ways in which companies may segment further; one way would be to create a granular list where by a company could use segmentation to make some smaller specific lists (Kilenthong, Kilenthong, Hultman & Hills, 2016). A company can create a list of decision makers at their companies who live in certain regions and this would enable you to target communications on granular level. This way these individuals would want to partners with the organization and consequently expand on the market share. Another way would be the use of the product and the brand use status (Lam & Harker, 2015). This is one easiest way to segment a market further since the users of a given product or the brand have common characteristics or perhaps common experience. Another way could be through power structures where the influential of the organizational units could vary and hence impacts on the purchasing approaches.
Activity 3
Discuss how worldwide demographic trends are affecting opportunities for the international marketing and which industries are set to benefits from the ageing baby boomers.
There has been drastic demographic transition in the world today. Various countries are at different stages of the demographic change in the trend. There are various trends which affects the opportunities in the international marketing such as the demand trends, the supply trends and the external factors. These trends in one way or another affect on the performance of the international marketing (Czinkota & Ronkainen, 2013). When it comes to the demand trends, there are billions of the new consumers who are surging up every year in the world, hence there arises a need for the global products or perhaps services which will arise. Additionally, there has been shifting in the demographics in the world, individuals hardly stay at a given geographical location, since there is rise in the digital consumers where the world has gone global as a result of the technology, the modernization as well as the focus of the trade which is expanding to the higher pace (Czinkota & Ronkainen, 2013). When it comes to the supply trends, there has been more volatile inputs cost which needs to be considered, in addition to the scarcity of the labor particularly in the emerging markets. On the external factors it includes the tax regimes as well as increase in the trade protectionism. Other trend would be the ration of the children to the older citizen has been declining. It has been found that the ratio of the children to the older citizens stands at 3:1 but this is continuing to decline. It is estimated that by 2040, there would be older citizens than the children (Hansen, 2017). The demographic trends as well as the forces militate against their participation when it comes to the international business. Moreover, to reach to the global world requires a much strong marketing strategy.
As a result of the dramatic changes around the globe and the aging of the baby boomer market, there are various industries that are set to benefits which include the consumer packaged goods, retail, the financial service, automotive, hotel and lodging as well as the healthcare. These industries will have to focus with the ever greater savvy when it comes to the needs of very different types of the senior consumers: one with the shifting biological, social, economic, psychological as well as the needs and the expectations (Hansen, 2017). Currently, the global population is aging and it is living longer as a result of the improvement in the health care and the nutrition. The seniors are growing economic force which will transform various industries unlike any prior shift in the demographic in history. This will be from the healthcare to retail, from the travel to the financial services as well as the entertainment to electronics. The aging clients are beginning to demand on the services and the goods which are tailored to their needs.
References
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