Embeddedness
Discuss About The Diversity In Marketing System Assortments.
The marketing system is one of the most important aspects of the modern day business organization. For any product to flourish properly there has to be a good marketing campaign for the same. Nestle Milo has been using many important strategies for their promotions. A social system is of great importance in the marketing of any product. For a product to prosper properly there has to be a trust built among the brand of the product and the customers Ogbari, Okorie and Ekwerigbe (2016). As per the opinion of Burns, Bush and Sinha (2014) for proper promotion of the marketing systems, there has to be a proper communication system as well. This communication has to be built by creating a proper connection along with the customers or the targeted clients (Laud et al. 2015).
One of the major aspects of the marketing system is the embeddedness in a matrix. This matrix is made up of the different elements of the society. As per the opinion of Royer, Ménard and Gouin (2016) the concept of embeddedness is one of the most vital aspects of social science. It is basically talking about the way a phenomenon spends on the other. In other words, the marketing or the promotion of any particular object is a phenomenon that depends on the kind of the relationship that the brands have with their clients. They have to be careful in selecting the means through which they will appeal their products to their clients. As per the view of Karl Polanyi, the economy is very much a part of the society as a whole and cannot be understood as a part that is separated from the entire social world. Same was the case with Nestle’s Milo (Polanyi 2018). They had to keep in mind that one of the best means of marketing their products would be through the sports. This is because, since tomes unknown, the sports have been one of the most important means that people have been looking forward to. They made sure that the Marketing is being done through this means. It is for this reason that they tried showing the usefulness of this product through the kids who are interested in sports and who would become the future of this generation. This would help in creating a long-term effect t on the customers as they will have a faith in the company and will know that the product is for the well being of the company. As has been stated by (Christian Grönroos) in a complex world, the relationship is embedded not only in the mere exchange of the money for a product but rather within the development of the relationship (Frow et al. 2014).
Assortment
This is one of the most important aspects of the marketing is the assortment. This is a very important aspect because the customers have to be given the different varieties of products. In other words, the modern day scenario is the age of dynamism. It is natural that the customers will also be looking forward to something that is very new and varied. The company has to provide the customers with varied sets of products that are distinguishable from each other. Nestle has taken the same strategy for marketing their products. They make sure to provide the products in varied forms like Milo Chocó chips, Milo milk, Super, and many other such materials. This assortment is done among the three levels that are the micro, mezzo and the macro level as well (Titus 2018).
This is perhaps the backbone of the marketing system. The marketing of the brand will be successful when they can appeal to the public and they will get involved in the products. If the brand is successful in maintaining its commitment towards their customers then the customers will also increase their purchase as they will know that the utility that they derive from the product will be more than the cost that they will be providing. The brand loyalty is also one of the most important aspects because the customers will be coming back to a certain brand only after they find something very unique and valuable in this. As per the statement of Ozuru, Amue and Amadi (2016) Nestle Milo has also been trying to get the support of more number of people from the community by providing the product that will provide, more nutritious value to the kids. Kids are the targeted customers of this brand and promoting this product through sports is also a great added advantage. There are many kids who are engaged in the sports and other such activities and they need good self-confidence. Milo made sure to instill this feeling among its targeted customers.
|
EVENT |
TIME |
DESCRIPTION OF EVENT |
Relevance to marketing system and community |
|
(0:33 to 0:44) |
It is shown mainly through the sports cricket and how this health drink can appear to be very useful for them. It is also showing the two generations that have been benefitted by this health drink. The cricketer who had an important match to play was feeling bit nervous and was consoled by the little girl. |
Embeddedness in the Australian cricket culture |
|
|
(7:27 to 7:44) |
Talks about the benefit of using the government-sponsored products. It also talks about the health benefits of the products that have star ratings in front of them. |
Perceiving critical masses |
|
|
(0:47 to 0:53) |
The kid meets with a boy and makes a friend. At the same time, he talks about not being demotivated or nervous while playing. He encourages his friend a great deal. He talks about the way his mother has influenced him and hands his friend over with the Milo drink that his mother had given him. |
Assortment from Milo programme |
The embeddedness has been shown through the Australian cricket culture. Firstly the advantage was that cricket is one of the most popular sports and it is liked by all. It is also a very important and popular sport that attracts a large number of people every year. So, it is natural that the kids will require some energy drink. It is for this reason that the company has projected the special nutritional value that Milo will instill among the kids. It will thus attract the attention of the kids, their parents, club trusts, and other such organizations.
Community engagement
The assortment is shown through all the three levels that of the micro, mezzo and the macro level as well. At the micro level, a kid is enrolled in the sport that is the cricket activity and it is expected that it will keep them fit. At the next level, they make friends and try to interact with one another. At this point in time, their parents give them good advice on how to overcome their doubts and fears. It is a phase of relationship building. At the macro level, the relationship building takes place and there are a good friendship and bond that is created among all. The kids try to keep faith on themselves and also try to pass on the same onto others.
A Milo campaign attracts a large number of people each year. It forms a connection between the parents, kids and many other organizations as well. Milo has been able to take many big initiatives which appeal to a huge number of kids. Some good examples can be Milo T20 league. It also keeps a share of pride and joy to the parents as they can inspire their kids and are satisfied with the product.
Conclusion
So, it can be concluded that products like Milo are very useful in making the kids self-confident and healthy. It also helps in forming a good connection between the parents, kids, their schools, and many other such organizations. It helps in bringing their many communities together. It helps the customers to.
References
Burns, A. C., Bush, R. F., and Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.
Darrat, M. A., Amyx, D. A., and Bennett, R. J. (2017). Examining the impact of job embeddedness on salesperson deviance: The moderating role of job satisfaction. Industrial Marketing Management, 63, 158-166.
Frow, P., McColl-Kennedy, J., Hilton, T., Davidson, A., Payne, A., and Brozovic, D. (2014). Value propositions: A service ecosystems perspective. Marketing Theory, 14 (3), 327-351
Laud, G., Karpen, I. O., Mulye, R., and Rahman, K. (2015). The role of embeddedness for resource integration: Complementing SD logic research through a social capital perspective. Marketing Theory, 15(4), 509-543.
Layton, R., and Duan, Z. (2015). Diversity in Marketing System Assortments. Journal of Macromarketing, 35(3), 320-333.
Ogbari, M. E., Okorie, N., Aka, D., and Ekwerigbe, N. E. (2016). Efficacy of Advertising on Organisational Performance for Beverage Industries. International Business Management, 10(22), 5319-5325.
Ozuru, H. N., Amue, J. G., and Amadi, B. Z. (2016). A COMPARATIVE STUDY OF CONSUMER PREFERENCE OF CADBURY BOURNVITA AND NESTLÉ MILO BEVERAGES IN PORT HARCOURT, RIVERS STATE, NIGERIA. Journal of Applied Sciences and Development (JASD), 5(1 & 2).
Polanyi, K. (2018). Economy and Society: Selected Writings. John Wiley & Sons.
Royer, A., Ménard, C., and Gouin, D. M. (2016). Reassessing marketing boards as hybrid arrangements: evidence from Canadian experiences. Agricultural economics, 47(1), 105-116.
Titus, P. A. (2018). Exploring creative marketing thought: Divergent ideation processes and outcomes. Psychology & Marketing, 35(3), 237-248.
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