Date: January 16, 2017
To: Mitchel
From: Elena and Brian
Subject: Global Marketing Strategies
As MM grows to international stature, our products and services must be those who are able to meet to diverse needs of the target market. With this put into consideration, our products should be created in a way that meets the prevailing cultural values of the target market. Australia, our target market for the product has a high demand for confectionary products during the festive season. However, there have been concerns about the negative oral health effects that candy products have on the children. Putting this into consideration, our products are designs within specification nation’s them as well as their food safety standards.
Children provide an avenue for the candy market due to the inherent influence that they have on their parents’ expenditure. We have further established that Australian children have much focus on toys, sweets, sports equipment, and a range of fast food. Today, children under 18 have a weekly expenditure of $31.60 with a 70% influence on their parents’ expenditure (Ferraioli, 2014). Additionally, an Australian advertisement conference revealed that children between 10 and 17 spend an average of 3.3 billion annually (Ferraioli, 2014).
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Our activation and marketing processes will target children social places and collaboration with schools in their activities such as sports. Considering that most of the target groups are school going children, supporting school programs will give us the opportunity to win the hearts of the children into buying our products. We have since established that children tend to develop much affection from things that happen within their school environment (Vargo & Lusch, 2004). Moreover, children love the association with new products. On this accord, we envision that our new candy products will give them a wide range of opportunities. Additionally, we intend to use brilliant colours of their favourite cartoons and features to drive them more into purchasing our products.
References
Ferraioli, T (2014). What Is the Difference Between a Marketing Strategy & a Marketing Mix? Demand Media . Retrieved from http://smallbusiness.chron.com/difference-between-marketing-strategy-marketing-mix-637.html
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing , 68 (1), 1-17.
