Managing Marketing assessment 2

1. Marketing in Context
MKT501
Michael Redmond

2.  Australia’s number one printing and copying company
 Provide ‘back-door’ office support that allows its customers
to focus on their core business
 Market strategy influenced by social and environmental
factors
 Recipient of numerous sustainability awards, including an
induction into the UN Global Roll of Honour in 2000
 Provide customers direct access to internal business
documents, reviews and surveys online

3. Marketing Strategy
Segmenting, Targeting
and Positioning
Marketing Mix
 Homogenizes customers in
groups based on needs
and location
 Targets demographics
with products relevant to
their needs and have a
large range of products
 Positions itself as a market
leader, but with Corporate
Social Responsibility and a
environmental sensitivity
 Products available to any
demographic based on
needs
 Variety of options in
differing price ranges
 Reliable and trustworthy
products that are well
advertised on various
platforms

4.  Originated as a game to keep Australian cricketer’s fit in the
winter
 Has evolved into a nationally recognised enterprise and
Australia’s number one sporting code
 Is passionate about its history, uniqueness and iconic
traditions or merchandise, as are its loyal customers
 Celebrates diversity, multiculturalism and health and
fitness
 Above all else, directs its image and operations as a family-
oriented, safe and fun environment for players, officials and
fans alike

5. Marketing Strategy
 Provide products to different
demographics based on age, such as
the use of different technology
 Segments with a focus on families, but
operate an all-inclusive environment
 Offer live events around Australia and
televise nationally and to most of the
world
 Position promoting the excitement of
the game and its family-safe
environment as its fundamental
marketing objectives
 Provide a range of products and
merchandise at differing prices, aimed
at segmented age groups and sexes
 Operate an online store and deliver
around the world
 Incentivise customers with
merchandise and free game tickets
with a purchased memberships
 Involved in numerous corporate
sponsorships that mutually promote
the AFL products and those of its
partners
 Advertise extensively on numerous
platforms and media, nationally and
abroad
Segmenting, Targeting
and Positioning
Marketing Mix

6. The Australian Defence Force
 Long history of protecting Australia and its interests
 A large, traditional organisation that is notorious for
being slow to adapt to social, environmental and
technological change
 Is frequently under scrutiny in the public forum, often
for financial or environmental matters
 Is also constrained with national security legislation
about releasing information and is often seen as having
little Corporate Social Responsibility
 Strives to evolve its marketing strategy and be seen as an
equal opportunity employer

7. Marketing Strategy
 Identifies the needs of customers at
different age groups, genders and
locations and aligns specific strategies to
them
 Offer different lifestyle options to meet the
needs of broad customer markets
 Positions itself as an all-inclusive equal
opportunity employer that values its
customers
 Could improve significantly with
transparency and accountability
 Would benefit from proactive marketing
strategies to manage public perception
and anticipate needs, rather than being
reactive to changes
 Are located all around Australia
and give the opportunity to travel
to many destinations
internationally
 Employ any age, gender or
ethnicity that are residents or
citizens of Australia
 Promote themselves extensively
on conventional and social media
 Rely on traditions and legacy to
inspire ongoing support through
patriotism and the
commemoration of past evets
Segmenting, Targeting
and Positioning
Marketing Mix

8.  The number one insecticide in Australia for more than 100 years
 Originated in the 1870’s and owes much of its success to innovation
in products and marketing
 Was the first commercial aerosol sold in Australia in the 1950’s
 It was also one of the first ads ever televised in Australia in 1956
 Louie the Fly, the mascot of Mortein, aired on television for over 50
years

9. Marketing Strategy
 Market towards adults over 18 years
in all genders, locations and
ethnicities, but towards homeowners
 Has continued to use slogans
customers recognise
 Relies on customers disliking insects
and bugs and markets itself as a one-
stop-shop to overcome any
household pest issue
 Makes bold marketing shifts to adapt
to changes in consumer needs or the
evolution of new technologies
 Provide products for
homeowners over the age of 18
 Utilise conventional and social
media to advertise its products
 Operate a user friendly and
informative website
 Is available in locations all over
Australia
 Promote is long standing
reputation and consumer trust
in its products
Segmenting, Targeting
and Positioning
Marketing Mix

10. ACT Policing
 Responsible for criminal investigations, public safety and
emergency management in the Australian Capital Territory
 Have been operating in different forms for over 100 years
 Operate in an industry that is strongly influenced by community
engagement and Corporate Social Responsibility, and has a
reputation for delivering in those areas

11. Marketing Strategy
 Segment customers by age
groups for targeted
campaigns
 Provide the basic human right
of safety in the community,
with the expectation of
compliance of the law
 Engages with community for
support and to understand its
needs
 Positions itself as transparent
and dependable at all
 Services all demographics in
the ACT region and assist
with cross-jurisdictional and
national police matters
 Promote themselves through
a range of media and public
events, though the social
media accounts may need
refinement
 Are well engaged physically
and electronically with the
community
Segmenting, Targeting
and Positioning
Marketing Mix

12. “The contemporary goal of
marketing is to develop
relationships.”
Pride et al, 2015

13. References
Fuji Xerox. (2016). Fuji Xerox Australia. Retrieved from http://www.fujixerox.com.au/company/
Fuji Xerox. (2016). Fuji Xerox Awards Retrieved from http://www.fujixerox.com.au/company/quality_awards.jsp
Le Marca, D. (2011). Fuji Xerox Meets Customers’ Needs With It’s Go To Market Strategy. Retrieved from: http://www.fujixerox.com.au/blog/the-case-for-e-
government-in-australia/
Fuji Xerox. (2016). Fuji Xerox Community. Retrieved from http://www.fujixerox.com.au/company/community.jsp
Australian Football League. (2016). Retrieved from http://www.afl.com.au/afl-hq/the-afl-explained/history
Australian Football League. (2016). AFL Corporate Partners. Retrieved from http://www.afl.com.au/afl-hq/partners/corporate-partners
The Doss. (2014). Constant rule changes are hurting AFL. The Roar. Retrieved10 January, 2016, from http://www.theroar.com.au/2014/05/06/constant-rule-
changes-hurting-afl/
United States Australian Football League. (2012, March, 2). 2012 AFL International Promo Video [Video File]. Retrieved from:
https://www.youtube.com/watch?v=8c6OPxbhpWM
AFL. (2012, July, 27). AFL USA Combine – August 2012 [Video File]. Retrievedfrom: https://www.youtube.com/watch?v=vgD7pU1Jee8
The Australian Defence Force. (2016). Retrieved from http://www.defence.gov.au/History/
Beaumont, J. (2015). {Staunch sunrise post]. Retrieved from:
http://www.theage.com.au/comment/is-the-anzac-legend-still-the-core-of-australias-national-identity-20150420-1moxfc.html
Australian Defence Force. (2016). Annual Report 2008-09. Retrievedfrom: http://www.defence.gov.au/AnnualReports/08-09/vol1/append07_09.htm
Bergin, A. (2012). ASPI The Strategist. [Weblog]. Retrieved from: http://www.aspistrategist.org.au/adf-more-than-just-warfighters/
The Department of Defence (n.d). Guide to Religion and Belief in the Australian Defence Force. Retrieved from:
http://content.defencejobs.gov.au/pdf/triservice/Guide%20to%20Religion%20and%20Belief%20in%20the%20Australian%20Defence%20Force.pdf
Smith, M. (2016, 6 January). The failed experiment with the RAN's Celebrity-Muslimand her personal "Navy, Islamic" news service. [Weblog]. Retrieved from:
http://www.michaelsmithnews.com/2016/01/the-failed-experiment-with-the-rans-celebrity-muslim-and-her-personal-navy-islamic-news-service-.html
RAAvids’s Channel. (2011, June 18). Australian Army Recruitment Video. [Video File]. Retrieved from:
https://www.youtube.com/watch?v=BrFwWXBZWII
Mortein. (2016). Retrieved from: http://www.mortein.com.au/about/about-mortein/
Mortein. (n.d). Mortein Logo. Retrieved from:
http://www.supercheaphardware.com.au/manufacturer/mortein
Mortein. (n.d). Louie the Fly modern. Retrievedfrom:
https://www.behance.net/gallery/6056965/Bin-Brother
Browne, E. (2011). Louie the Fly killed off. The Sydney Morning Herald Entertainment. Retrieved from:
http://www.smh.com.au/entertainment/tv-and-radio/gotta-fly--its-curtains-for-louie-20110910-1k2z1.html
Mortein. (n.d). Louie the Fly Facebook Page. Retrieved from:
https://www.facebook.com/louiethefly/?fref=ts
ACT Policing. (2016). ACT Policing - About Us. Retrieved from:
http://www.police.act.gov.au/about-us
ACT Policing. (2016). ACT Policing – 100 years of policing. Retrieved from:
http://www.police.act.gov.au/about-us/100-years-of-policing
ACT Policing. (n.d). Vintage ACT Policing vehicle. Retrieved from:
http://www.actbus.net/gallery/index.php/Retired-ACT-Transport-Employees-Club/ACT-Policing/ACT-Policing-Ford-Falcon-Carillon