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Marketing project – basic demand conditions

Overall Requirements

You are required to complete an analysis of the marketing strategy of the Client Partner focusing on the particular marketing issue related to the organisation. Blue Ocean Strategy (BOS) will be applied to the marketing issue and the framework provided by BOS used to formulate a marketing solution supported by other marketing concepts and analytical tools.

Task
P&G needs your help to recommend a market entry strategy for Pampers in to Australia. Pampers is the world’s top-selling brand of baby diapers. Serving 25 million babies in more than 100 countries.

Write about Basic Demand Conditions
• Consumption patterns – Amount of consumption by type and trends, fluctuations and cycles in demand.

• Who buys and consumes? Segment the whole consumer market using appropriate segmenting variables, i.e. geographic, demographic, psychographic, behavioural, VALS. It is appropriate for more than one segmenting variable to be used. Provide actual Australian data and justify the use of various segmenting variables used. Why are they relevant and what do they add to your analysis?

• How, when and where do consumers buy? What is the purchasing behaviour process? Decision making unit (consumer/industry), buying process, alternatives considered, information sources, decision criteria, existing knowledge and beliefs etc.

• Environmental Impacts on Demand – Environmental factors affecting demand: including, socio-cultural, economic and material environment, regulations, technology, and relevant infrastructure (transport, communication, finance etc).

• Using the Buyer Power section of Porter’s 5 Forces, what can we learn about buyer power in this market?

• Any marketing models or frameworks applied to the demand conditions you consider appropriate.

• Use appropriate Blue Ocean Strategy theory and models to evaluate the demand conditions. (See Appendix 1 for Model and Chapter Table)

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