Marketing Communication Assignment Examining Consumer Behavior Of Koko Koala

Question

Task: Individually, you required to write a 2000-word report based on the scenario provided in the assessment instructions.
Assessment Description
This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.
Assessment Instructions
Your task is to imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments and that the marketing department of this company has asked you to prepare a 2000- word report in which you must:

1. Write a concise executive summary that covers all of the significant findings of your report (not included in the word limit of this submission)

2. Provide a concise overview of the product or service and its market performance (300 words).

3. Critically examine the company’s current marketing communication mix by considering how it targets consumers’ attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all of these topics may apply to your chosen product or service (600 words).

4. Critically analyse whether or not the communication mix demonstrates a strong alignment to your findings in assessment 1 and 2 (600 words).

5. Provide at least three strategic recommendations that either address previously identified misalignment OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peerreviewed literature to justify your proposed recommendations (500 words). Recommendations should not include manufacturing or operational improvements.

6. Include Appendices (optional and not included in the word count) and Reference List (mandatory not included in the word count).

Answer

Executive summary
The previously pursued research works and the assignments inspire this particular marketing communication assignment. The report focused on the Koko Koala’s products of the Australian gourmet gift box that has attained much accolades yet remained unsuccessful in certain areas that were observed through recently pursued surveys and studies. The report developed a critical understanding on the product’s markets followed by the marketing communication mix and their elements. The alignment of the survey reports were analyzed in relation to the overall understanding of the use of the communication mix by the organization. It was observed that promotions and online marketing were weaknesses. In the end the report suggested three recommendations that will be helpful for Koko Koala’s products to prosper in future.

1 Discussion
1.1 Overview of the product
Koko Koala Australia’s new product examined in this marketing communication assignment is exciting and is appealing to many. The company’s gourmet gift box contains not only a range of different products but also happiness for people who love to say connected to their roots in Australia and taste food that reminds of home. Koko Koala Australia’s product is handpicked and processed in Sydney that travels to a range of different countries. The simple and elegant looking gourmet gift box contains cookies, Vegemite, Tim Tam, and a lot of delicious chocolates that makes people want to buy the product (Desertcart.in, 2019). It is interesting to note that the company has stated that the gourmet gift box is their flagship product that is going to make people satisfied and happy by the range of small products that are included in the box.

The market is, however, tough and is full of competitors (Minifie, 2017). The major competitors of the product is Australian Classics Gift Box from Down Under.  In terms of understanding the product’s market, it is very important to understand the market competition and the performance of the Koko Koala Australia gourmet gift box. It can be stated that the product has been successful in the market as observed through the sellers of the products. The product is sold online by the australianfoodmart.com at a reduced and discounted price of 49.99 dollars (Australianfoodmart.com, 2019). It is observed in this marketing communication assignment that the product is mostly out of stock or very few in stock at the website organization. This shows that the product is in demand and is ordered by people online to even receive free or no delivery charges on all orders. The product is also not available to buy at the Amazon and other websites that equally hints to the success of the product.

1.2 Critically examine the company’s current marketing communication mix
The term communication mix has become a common term in the business vocabulary in the modern times. The concept of communication mix refers to the methods and the processes that are used to market and promote the products to any given or targeted customer base (Bagdare, 2018). The communication mix is also a marketing strategy used by many organizations to successfully sell their products to the right and most profitable share of the customers (Todorova, 2015). This particular section of the report is going to present a brief overview of the current marketing communication mix that the stated company uses to reach out to their customers and sell their gourmet gift box. Prior to delving deeper, it is essential to identify the most important elements of the marketing communication mix. The elements are –

• Advertising
• Personal selling
• the element of direct marketing to targeted consumers
• The element of providing discounts and promotions
• Public relations

The first element of the communication mix mentioned in this marketing communication assignment is about advertising. It can be stated that advertising is one of the most important and effective ways through which organizations aim to sell their products by making them appealing to people (Todorova, 2015).. Advertising is mostly done through social media websites in the current age and is highly beneficial for organizations all across the world (Key, and Czaplewski, 2017). The company’s current marketing mix of advertising is successfully done by the promotions through online selling sites like Amazon, Australian Food Mart, and through other digital spaces on internet, that influences consumers’ attitudes.

Personal selling, according to scholars, is often integrated with the idea of direct marketing (Fill and Turnbull, 2016). The personal selling element allows organizations to use sales persons to directly interact with buyers and sell their products. Personal selling helps to promote the good’s value and sell them to customers. The organization Koko Koala’s product on Australia’s gourmet gift box has not extensively used the element of personal selling in their business.

Direct marketing to the targeted customers is an important element that is used by the company (Godwin, 2018). The ways direct marketing is held is through integrating personal selling and promotions. The company specifically targets the right audience and customers to sell their products by observing the consumer learning processes. It is through direct marketing that the customers interact with the company through promotional emails, calls, campaigns etc and opt for the product.

Promotions and discounts are highly used, as elements of the communication mix, by the stated organization (Familmaleki et al., 2015). It has been observed through the selling sites like Amazon and the Australian Food Mart’s website, that the product is current out of stock and is even being sold with a massive discounted price of 49.99 Dollars. It must be note that the initial price set for the gourmet gift box was 64.99 dollars that was drastically reduced to 49.99 dollars as a great discount offer. Cleary this was used as a medium of marketing and that sold hundreds of units of the product.

 According to scholars, promotion is something that effectively helps the organization to reach out to the right and most beneficial people (Išorait?, 2016). It is through promotions that the organization can increase their revenues and cash flows by selling more products. This relates to targeting personal buying decision-making processes of people. The said organization product uses both the promotion and the discounts in recent times. Lastly, the element of public relations reflects communication with people through mass media (Chitty et al., 2019). This helps an organization to build customer base for any product. Koko Koala has also used this element to secure their customer base and marketing procedures.

1.3 Critically analyze in the marketing communication assignment whether or not the communication mix demonstrates a strong alignment to your findings in assessment 1 and 2
Considering the previously pursued research and the survey, this particular section will be developing a concrete understanding on the current marketing communication mix used by the company and in what ways they helped or aligned in relation to the overall findings. Each of this section aims to identify with the communication mix elements and develop an understanding on the weaknesses, the success areas of the organization. 

The most effective and useful element that falls under the marketing communication mix is related to the element of advertising. It is observed through the findings of the survey that most of the people were not fully aware and well informed about the evidence and availability of the product Koko Koala’s Australian gourmet gift box. More than half of the people who participated in the survey reported that they have not bought the gourmet gift box. This truly signifies that the product was not fully advertised and promoted well that it world reach the mass with a great impact. Hence, it can be stated that communication mix of advertising is not well utilized by the company.

On the other hand, it is observed that personal selling is not performed to any effective standard that must have deteriorated the overall sale numbers. On the contrary, it is true to identify the lack of products online that also reflects the large number of orders and strong demand for the product. Therefore, it can be stated that the less use of the element of personal selling has not much affected in the sale numbers if the online sale records are calculated.

In addition, it is observed that the communication mix use to influence the customer buying decision is not up to the standards as most of the customers feel that the price charged for the gourmet gift box is too high. This is something that required attention as the prices, according to the survey reports and the customer’s preferences, is not affordable easily and that makes them not opting for the product. The discounts that are provided to positively influence the customers decision making process, to influence the customers’ behavior and attitudes along with groups of communities, is not up to the mark. As people registered their opinion by stating that the product’s prices are too high, it can be stated in this marketing communication assignment that the marketing communication mix is not fully aligned to the overall findings.

It is observed through previously pursued assignment and research that the quality of the food that is provided in the gourmet box is high and is better than most of the product’s competitors. It is also believed through the survey reports that the online presence of the product easily helps the customers to form their opinion. The decision- making powers of the customers are influenced b the online reviews and the feedback that one can read in online websites that sell Koko Koala’s Aussie Gourmet Gift box. More importantly, the customers are very much interested in analyzing and examining the alternative products before buying the Koko Koala’s Aussie Gourmet Gift box. They are highly influenced and inspired by the USPs of other products and it can be stated that Public relations has not fully allowed the customers to become strong loyalist of the Koko Koala’s Aussie Gourmet Gift box and develop a constant trust and faith on the brands. On a positive note, the majority of the customers have agreed to buy the product again in near future and that proves their satisfaction on the product.

1.4 Provide at least three strategic recommendations
Considering the overall performance and the weaknesses and strengths of the product of Koko Koala’s Aussie Gourmet Gift box, this particular section of the report intends to provide a brief recommendation list that will help the company to understand the customer’s demands better and modify some of their practices and styles of marketing for better results and outcomes. The following are the recommendations for Koko Koala’s Aussie Gourmet Gift box.

• Firstly, it is recommended in this marketing communication assignment to utilize the social media platforms at their fullest potential to reach out to customers of all kinds and socio- cultural backgrounds.

Forbes’ council member Atanu Shaw (2018) published an interesting and significant document that narrates the impact and the benefits of the social media marketing and communication in the current times. The writer states that social media and communication with people through social media channel to sell products not only helps in developing the overall presence of the product and organization, but it also benefits in creating brand loyalty by developing the overall presence and outlook of the brand (Forbes.com, 2018). It is thus suggested to use the platforms of Facebook, Instagram, Twitter etc to their best potential.

• Secondly, it is recommended to provide more discounts and extra offers to the product on a weekly or monthly basis. Reducing the price of the product will gain more customer attention and the eventually will increase the overall sale counts.

According to scholars Mahsa Familmaleki, Alireza Aghighi and Kambiz Hamidi (2015), it is observed that discounts is certainly a great way to enhance the marketing and communication techniques. The authors state that discounts a, offers, price cuts on products allow the customers to buy more and extra that is expected and that affects the customer satisfaction level and the overall sales numbers (Familmaleki, Aghighi and Hamidi, 2015).

• Thirdly, it is recommended to improve the element of direct marketing to targeted consumers. The customers need to be well informed, fully aware of the internal contains, and the overall purpose of the product gif box. It is, thus, suggested to organize several campaigns and the communication sessions through online portals and direct interactive session to make customers feel more attached and connected to the Koko Koala’s Aussie Gourmet Gift box.

It was observed in this marketing communication assignment that customers were not willing to suggest and refer the product to others and that reflected their unsure attitudes and instable trust and faith on the product. In order to overcome the challenge it is important to directly and strongly communicate with customers and develop great relationships. According to Olaf Maecker, Christian Barrot and Jan U. Becker (2016), the direct communication with customers helps in rectifying ongoing mistakes of an organization and even helps in developing loyal customers by directly inspiring and influencing the people (Maecker, Becker and Barrot, 2016). This is going to develop the quality of customers, eventually increase the number of sales, and positively influence the market of the Koko Koala’s products.

2 Reference list
Australianfoodmart.com. 2019. Koko Koala Australia – Australian Gourmet Gift Box – Koko Koala Australia. [online] Available at: https://australianfoodmart.com/product/australian-gourmet-gift-box/ [Accessed 29 Sep. 2019].

Bagdare, S., 2018. Marketing Communications for Sustainable Consumption: A Conceptual Framework. International Journal of Marketing & Business Communication, 7(4).

Camilleri, M.A., 2018. Integrated marketing communications. Marketing communication assignment. In Travel marketing, tourism economics and the airline product (pp. 85-103). Springer, Cham.

Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press Australia and New Zealand.

Desertcart.in. 2019. Aussie Favorites Gourmet Care Package - Vegemite, Tim Tam Cookies, Cadbury and More - Koko Koala Australia - Buy Online in India. | Grocery products in India - See Prices, Reviews and Free Delivery. Desertcart India | Desertcart. [online] Available at: https://www.desertcart.in/products/9268778-aussie-favorites-gourmet-gift-box-vegemite-tim-tam-cookies-cadbury-and-more-koko-koala-australia [Accessed 29 Sep. 2019].

Familmaleki, M., Aghighi, A. and Hamidi, K. 2015. Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. [online] International Journal of Economics & Management Sciences. Available at: https://www.omicsonline.org/open-access/analyzing-the-influence-of-sales-promotion-on-customer-purchasing-behavior-2162-6359-1000243.php?aid=52367 [Accessed 29 Sep. 2019].

Familmaleki, M., Aghighi, A. and Hamidi, K., 2015. Analyzing the influence of sales promotion on customer purchasing behavior. International Journal of Economics & Management Sciences, 4(4), pp.1-6.

Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.

Forbes.com. 2018. Council Post: How Social Media Can Move Your Business Forward. [online] Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2018/05/11/how-social-media-can-move-your-business-forward/#68a039134cf2 [Accessed 29 Sep. 2019].

Godwin, R.K., 2018. Money, technology, and political interests: The direct marketing of politics. In The politics of interests (pp. 308-325). Routledge.

Išorait?, M., 2016. Marketing mix theoretical aspects. International Journal of Research–Granthaalayah, 4(6), pp.25-37.

Key, T.M. and Czaplewski, A.J., 2017. Marketing communication assignment. Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), pp.325-333.

Maecker, O., Becker, J. and Barrot, C. 2016., The effect of social media interactions on customer relationship management. [online] springer. Available at: https://link.springer.com/article/10.1007/s40685-016-0027-6 [Accessed 29 Sep. 2019].

Minifie, J. 2017. Competition in Australia: Too little of a good thing? | Grattan Institute. [online] Grattan.edu.au. Available at: https://grattan.edu.au/report/competition-in-the-australian-economy/ [Accessed 29 Sep. 2019].

Todorova, G., 2015. Marketing communication mix. Trakia Journal of sciences, 13(1), pp.368-374.