Marketing Research Tools and Techniques

Question: Discuss about the Marketing Research for Tools and Techniques. Answer: Introduction Marketing has become a requisite for most businesses around the globe. The importance plays in an organization regarding the realization of the business objectives has imperatively led to the incorporation marketing into critical strategic and operational plans (Bradley, 2010, p. 80-120). The Australian economy is very dynamic and competitive. For companies to reap a maximum profit from investments, they prefer adopting an integrated marketing communication (Pelsmacker, 2010, p. 190-200). IMC means the application of various sales and marketing tools for a common purpose. The plan has, therefore, explored various aspects regarding IMC in promoting food products for children under twelve years. The food industry is among the major sectors that significantly contribute to the Gross Domestic Product of Australia. The industry has currently received new entrance ranging from the middle and small scale investors to large and well-established organizations. Those that had lost market share because of deteriorated service delivery have significantly improved creating a new wave of competition on the market. The focus captures across food processing industries. Both of these organizations largely depend on the growing population, increasing number urban dwellers (Monika, et al. 2012, p. 63-71). The plan will focus on sweets and fast moving foods. Sweets are loved by children aged between 2-12 years. They are the largest consumers for the sweets, drinks, and other fast moving foods. Producing these products on a large scale requires intensified marketing to enhance the reach of many children across Australia and other areas. However, research shows that children of the targeted age influence their parents to use forty percent of the budget in purchasing their food products. The embrasure of appropriate marketing strategy, for instance, the use of Television, Radio, in-school marketing, kids clubs and more will significantly assist in reaching a significant number of the targeted population. Therefore, sweets are the main product but the company will produce other products like biscuits, juices, and yoghurt. Almost all the population chews sweets. But the bulk of consumers are the children for 12 years and below. However, this population is not active in money generating activities, but they only play a role in pressurizing the parents to spend part of their income in purchasing such products. The sales persons should, however, clearly understand the best channels that can enhance the reach of information to children as well as parents at the same time (Lynn, 2011, p. 353-369). It is thus crucial to incorporate the ads regarding the sweets, juices, biscuits, yoghurt and more in a promotional channel that are always accessed by children (Fill, et al. 2012, p. 56-80). Communication objectives The integrated marketing communication is critical in making the sales and promotional strategies efficient e. g personal selling, public relations, advertising, sales promotions and publicity. Notably, efficiency is gained through boosting the promotional tools that could have failed to generate the desired impact of reaching the target market. Besides, the plan has mainly prioritized the following communication objectives: It involves catalysing customer familiarization about the existence of the product on the market. With our case, the awareness will be created among the parents and children of between 2 -12 years. The brand awareness will be set up through creating a strong logo; defining value proposition, and creating visibility awareness using various sales and marketing tools. First and foremost, the development of a log is essential in distinguishing the product from those of the rivals. A distinctive, easy and simple logo is used to create a cute impression about the products. And this might make the children love associating with the company (Bao and Sheng, 2011, p. 292-295). Secondly, the marketers will communicate the benefits of the products to the target population. Lastly, the application of sales and promotional methods that will result to a complete awareness regarding the availability of the product attributes. Product promotion and company knowledge A significant amount of money will be assigned because of the sales projections that the company desire to realize. Sales promotion will be a most important strategy and will rely on the following marketing elements: advertising, personal selling, publicity and public relations. The advertisement channels used will include the television, radio, the internet and the social media. The television and radio will directly reach the children while at home. Personal selling will apply the in-school marketing. This marketing technique has the capability of reaching a significant number of kids (Belch, 2011, p. 105-125). Furthermore, the company will engage in corporate social responsibilities across Australia to receive media coverage. The coverage will aid in creating awareness in the parents and children. Finally, the company will establish healthy relations with the society because the existence of a good relationship with the parents and children assists creating customer loyalty (Bound less, 2016). The consumer perceptions about a product vary based on different factors. Some of the important causes of the variations include cultural aspects, norms, age, demographic considerations, social class, and more. With the sweets and other food products, the marketers will intent to influence the purchase attitudes in children and the buyers attitude can be influenced through employing unique marketing campaign that can reach all the targeted population. The product developed will appropriately suit children needs. The development will rely on research and development to uncover consumer perception about the new product. Developing the image of the product Developing a positive image will depend on the products design as well as the ways it satisfies customers needs. The entire process just from the product designing, testing, and development should consider customers comments. Besides, the image can further develop through continuous improvements and developments. The changes in the features of the product should incorporate the latest technology so that customers may not be tempted to go for substitutes (Campbell, et al. 2003, p. 222-225). Most importantly, the products attribute mentioned in the advertisement should all be reflected in the final product to create confidence in the consumers. Influencing the purchase intention The company will create a unique intention to the purchasers of the product. Instead of just buying the product because it is available on the market, the company will influence the users to purchase the product to enjoy the benefits associated with it. For example, labelling the product on children toys will help them associate with the company and the sweets. As earlier noted, the purchase needs will emanate from product promotional and the purchase intention will be set up from the message, quality and products use. The execution of the marketing plan A research about the product will be done, and samples produced. Afterwards, test analysis will be conducted, and the users recommendations included in the final commodity. After the development, a budget will be set aside to cater for the marketing and promotional costs. Then a strong emphasis will be on the electronic forms because most of the children and parents can access to Television and radio. Secondly, in-school marketing will be employed by the marketing force (Chaudhuri, 2002, p.10-18). Electronic media will be assigned the largest share of the budget followed by the in-school marketing. Media plan Media planning is a requisite for any business that has projected to expand the market and reach new customers. Currently, the fierce competition on the market makes it imperative for organizations to embrace sales and marketing strategies. The sales, marketing and promotion, approaches applied culminates to the use of either traditional or non-traditional media or in some cases, both the media modes are combined. The fact still holds that marketing and sales promotion activities used through the press reach a significant number of people and results in a positive market response if appropriately applied (Gigi, 2014). This group of the target market mostly access to information through listening and observation. The relevant advertising and promotion channels should be the Radio and the Television. In attracting the attention of kids, the advertisement program be aired at a convenient time when most of the children are at home and listening or watching the Television. For instance, it should be aimed when a famous Television or radio program is on (Horgan, et al. 2001, p. 447-461). The repetitive broadcasting of the information about the sweets and the benefits eating the sweets during the break of a program and mostly during the evening hours is the appropriate time for both parents and children to get the message. Conclusion To sum up, sales promotion is an essential element that businesses cannot do without and favourably compete with the rivals. The children require repetitive advertisement about the product for them to love getting associated with the company. Notably, children constitute a significant number of the market. Targeting the children, therefore, helps in gaining their loyalty will assist the business to achieve its goals. However, the appropriate promotional strategy will be advertising, and personal selling and the channel that will reach a large number of children is the Television and radio because of the availability in most homes. References Bradley, Nigel (2010).Marketing Research: Tools and Techniques. Oxford University Press, Oxford, p.80-120 Bao, Y. Y and Sheng, S. (2011). Motivation purchase o privet brands: effect of store image, product signature, and quality variation. Journal of business research, 64, pp 220-226 Belch, M; Belch, G (2011). 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