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What marketing strategy recommendations would you make
Course:- Marketing Management
Reference No.:- EM132384343




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Congratulations! You have recently been appointed as the Marketing Coordinator at Mars Incorporated Australia. Mars Inc. is a leading consumer goods company, providing products to local and international markets in the Food, Confectionary and Petcare categories. Your role is within the Petcare division, specifically focusing on the Cat Food category. Mars owns cat food brands such as Whiskas and Dine.

Your Marketing Director is also new to his role and has commissioned some market research to collect data on people's cat food buying behaviour. As you are a recent Marketing graduate from UniSA, he asks that you analyse and interpret the data and share your insights with the department.

Your Marketing Director has given you a list of specific questions that he wants answered. Prepare a 2000-word report that addresses the questions outlined below.

Provide an Executive Summary (approx. 300 words) outlining the major findings of the report and the implications for the brands Whiskas. This is followed by the main body of the report divided up into the following sections:

- Understanding Buyer Behaviour
- Brand Performance
- Demographics and Segmentation

This should be followed by a reference list. Your work should make reference to material taught in this course via your readings and other sourced materials. You should include at least 10 references as a minimum requirement. You do not have to include the tables from this document.

Section 1: Understanding Buyer Behaviour

1. Your new Marketing Director believes that all consumers think deeply about the
purchases they make (including cat food purchases). He suggests that packaging and advertising for the Whiskas brand needs to provide more information, as this is what consumers need to make their purchase decision. Do you agree or disagree with this? Explain your answer using theories that help us understand buyer behaviour.
(400 words approx.)

Section 2: Brand Performance
Table 1: Brand Performance Metrics

Brand

Market
Share
W.)

Penetration
(%)

Average
Purchase
Frequency

Category Buying Rate

Sharer of
Categoy
Requirements
(%)

Sole
Loyalty
(%)

Dine

34

70

2.2

5.2

43

18

Snappy Tom

25

52

2.2

5.4

41

10

Whiskas

20

41

2.0

6.8

29

5

Fancy Feast

6

18

2.0

7.9

18

0

Purina

4

11

1.0

9.5

11

0

Average

100

38

1.8

7.0

27

6

2. Table 1 shows the brand performance metrics over a 3 month time period. Are there any patterns evident between the brand performance measures in Table 1? Describe the patterns and differences that you see between the competing brands, and specifically for Whiskas. (400 words approx.)

3. Your Marketing Director is concerned about Whiskas' performance in the market. He wants to grow the brand by implementing a strategy to double its average purchase frequency over the next 6 months. Explain if this is a good strategy to take. Why / why not? (400 words approx.)

Section 3: Demographics & Segmentation

4. Your Marketing Director believes that the Whiskas brand should focus on targeting a younger female demographic profile, i.e. females aged 16-25 who earn less than $50,000. Analyse Tables 4-6. Do you agree/ disagree with your Marketing Director? Explain your answer using appropriate theory from the course. (300 words approx.)

Table 4: Demographics - Gender

Brand

Male

Female

Male
Dev.

Female
Dev.

Average
MAD

Dine

64

36

4

-4

4

Snappy Tom

60

40

0

0

0

Whiskas

61

39

1

-1

1

Fancy Feast

61

39

1

-1

1

Purina

58

42

-2

2

2

Average

60

40

2

2

2

Table 5: Demographics - Age

Brand 16-25 26-35 36-45 46-55 58-65 16-25 26-35 36-45 46-55 56-65 Avg 






Dev. Dev. Dev. Dev. Dev. MAD
Dine 16 35 18 13 18 -2 6 -6 -2 3 4
Snappy Tom 16 31 24 18 11 -2 2 0 3 -4 2
Whiskas 23 28 20 14 15 5 -1 -4 -1 0 2
Fancy Feast 19 24 27 15 15 1 -5 3 0 0 2
Purina 17 29 30 13 13 -1 0 6 -2 -2 2
Average 18 29 24 15 15 2 3 3 2 2 2

Table 6: Demographics - Total household income

Brand Less than $50,000 - More than <$50k $5O-$70k >$70k Average

50,000 70,000 70,000 Deviation Deviation Deviation MAD




$ s $
Dine 23 29 31 3 6 -7 5
Snappy Tom 21 19 43 1 -4 5 3
Whiskas 21 22 39 1 -1 1 1
Fancy Feast 22 21 35 2 -2 -3 2
Purina 18 24 41 -2 1 3 2
Average 20 23 38 2 3 4 3

5. Based on your demographic and segmentation analysis above, what marketing strategy recommendations would you make to your Marketing Director? (200 words approx.)




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