Assignment Part B Name: WEILUN SHI Student ID: SHIWD1402 Unit code: MMK 101 Unit name: Marketing Fundamentals Class: Friday AM Lecture name: John Table of contents INTRODUCTION …………………………………………………………………………… 3 Consumer Behaviour…………………………………………………………………………. 3 The buying decision process …………………………………………………………………..3 Segmentation….………………………………………………………………………….......... 3 Target markets...……………….……………………………………………………………… 4 Positioning map……………….……………………………………………………………….. 5 Recommendations……………………………………………………………………………... 6 REFERENCES ………………………………………………………………………………... 7 APPENDICIES……………………………………………………………………………….... 9 Introduction This report is going to talk about the consumer behavior, the buyer decision process, sementation of Boost juice. Furthemore, it will mention about the target markets, positioning map and my own recomendation. Consumer behavior Consumption behavior is the consumer in order to obtain the consumption information and services used in the search, selection, purchase and use of activities, which is services for personal consumpion (Kotler etc. 2015). It is important for marketing because it help marketers to understand what customer need and what they want, which is a good way to satisfy customer and create marketing value. The internal influences and external influences will be talk at appendix A. The buyer decision process There are 5 steps of buyer decision process, which are problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior (Johnston 2016). To view more information, look at appendix B. Segmentation Market segmentation refers to the marketing division through the market research, based on consumer needs and desires, buying behavior and buying habits and other differences, a product market which divided into many consumer groups in the market classification process (Kotler etc. 2015). Market segmentation is conducive to companies to find the best market opportunities, the development of marketing strategies to improve market share. Through the market segmentation, enterprises can understand the needs of different groups of buyers and the degree of satisfaction, and found what consumer’s need didn’t be satisfied. On the other hand, market segmentation allows companies to maximize their benefits with minimal investment. Through the market segmentation to select the target market, companies can be targeted to take appropriate marketing measures. For example, according to the needs of the target market changes, timely adjustment of product structure, to ensure that products marketable; secondly, you can correctly arrange and adjust the distribution channels, advertising, products can quickly reach the target market Demographics Age 15-35 Education University Income Higher than $10,000 Behavioural Purchase occasion Thirst Usage rate medium Geographic Region Australia and some oversea country Density urban Psychographic variable Personality Healthy dieters Target markets （Sources from: Payscale 2017） From the figure above, we can see the income for office worker is higher than $10,000, which means they have ability to affordable. During the lunch time, the office worker only have few hours free time. Inorder to take a rest, they can not take too much time on eating. Imagine letting a person eat sixty or seven oranges in one breath, and it sounds like a crazy and rude suggestion. But if the orange peeled into the juicer, squeeze a cup of 350 ml (equivalent to a Coke) fresh orange juice, people can be happy in 30 seconds to finish it. Which help office saving a lots of time and also help them intake of vitamins. Female who loves life and is looking for a healthy alternative is another maim target from boost juice (Boost juice 2015). Australian bureau of statistics (2012) have post: ‘Levels of exercise differ for men and women, with men generally more active than women. In particular, young males (15-17 year olds) were three times more likely to have high levels of exercise than women (31.2% compared with 11.8% ) And women aged 15-17 years were nearly twice as likely than men to be sedentary (28.7% compared to 14.5% respectively).’ According to those date, we can find out basically young lady doing less exercise than male, therefore they need to drink something healer to keep fit. And Boost juice is one of the best choice. Positioning map Position is a kind of marketing strategy; it focuses on make a brand occupy a unique position to compare with competitor in customer’s mind (Business dictionary 2017). Boost juice (2017) have post the story of beginning: ‘On a trip to the United States back in 1999, something caught Janine's attention. Everyone was into healthy smoothies and fresh juices - while in Australia, the fast food market was uninspiring and unhealthy. Janine had just had her third son and, like many young mothers, wanted more flexibility to run her own race'. Based on the original intention, the positioning of Boost juice is a delicious healthy drink, which help them attract many customers who purpose a healthy life. Recommendation Fresh fruit and vegetable juice energy lower. As the fresh fruit and vegetable juice do not have to add a lot of sugar to adjust the taste, so the energy is lower, do not have to worry about excessive intake of energy and lead to fat problems. While commercially available juices and juice drinks usually have this problem. Moreover, for poor teeth and poor digestive capacity of the crowd, every day to ensure adequate intake of fruits and vegetables will have some difficulties, and Boost juice is a good way. Juicing helps you absorb all the nutrients from the vegetables. This is important because most of us have impaired digestion because of making less-than-optimal food choices over many years (Mercola 2011). Basic on those reason, it’s very suitable for old person (age more than 55)，therefore, I recommendation to add the old person into the target market, Reference list All bout juicing 2017, 'Why fresh juice? The health benefits of juicing', retrieved 7 May 2017, Australian bureau of statistics 2012, 'Profiles of health, Australia, 2011-13', retrieved 6 May 2017, Boost Juice 2015, ‘Boost Study Kit’, Boost Juice, retrieved 5 May 2017, < https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf> Boost Juice 2017, 'A bit about Australia's favourite juice and smoothie bar', Boost Juice, retrieved 7 May 2017. Boozenerds 2015, 'Fresh juice substitutes', retrieved 7 May 2017, Business dictionary 2017, 'positioning', retrieved 3 May 2017, Johnston E 2016, '5 steps to understanding your customer's buying process', B2B Marketing, 18 May, retrieved 1 May 2017, . Kotler, P etc. (2015) Principles of marketing. Harlow, United Kingdom: Pearson Education. Pages 15, 136. Mercola 2011, 'Benefits of juicing: your keys to radiant health', retrieved 7 May 2017 Payscale 2017, 'Office clerk, general salary(Australia)', retrieved 7 May 2017 Appendices Appendices A Internal influences External influences Personality influence: For the fitness or weight loss of the crowd, fresh fruit juice has become the most suitable for their drinks, it will not have too much fat, but also provides a daily essential vitamins Reference to group: More and more people began to pay attention to a healthy diet, and slowly became a trend, with the number of more and more people to imitate and try more and more people. Need of independance: All about juicing (2017) have show the reason: 'Juicing helps your body absorb and metabolize all the beneficial nutrients in fresh produce. When you juice, the juicer breaks up the cells of the produce, separating it from the fibrous pulp. Liquids go into our bloodstream and body systems instantaneously because it doesn’t need to export energy to digest the fiber.' Family: Many of old person is keep fit, and it will influences the yound kid. Such as when yound kid go out with them, they will recommend the kid buying the fresh juice instead of the other soft drinks. Self actualizaton: According to Abcadoo(2014) : 'Juice provides a simple and efficient way to get your daily dose of fruits and vegetables! With very little effort, you can drink the juice of far more vegetables than you could ever manage to eat at one time. You can even sneak in vegetables that you Do not really like, as it is very easy to cover them up withjiang flavored fruit or vegetables. Over time, drinking fresh juices actually re-formats your taste buds, and you start to feel feel to eating a cult variety of fruits And vegetables - even the ones you previously disliked!' Appendices B Office worker Young lady Need recognition The office worker lack of time during the lunch time, so they don't have time to cook themself and need to find something to eat. Yound lady is willing to dring someting have less fat and which is helpful for keep fit. Information search Office worker trying to looking for something they can eat or drink to add energy. Yound lady start to search the what kind of drink is tasty and healthy Evaluation of alternatives They can buying the fresh fruit after they fisish lunch or buying fresh juice during the lunch. The bottle of juice can be substitutes, however it's not as tutritious as fresh juice （Boozenerd 2015）. Purchase decision In this stage, office worker is going to think do they have enough time having lunch, eating fruit and take a rest. The main purpose for yound lady is healthy. As a result, she will buying fresh juice. Post-purchase behavior Office worker would like to save their time in order to having enough time to take a rest and prepare afternoon work. Both price and natritional value fro fresh juice is better than bottle juice.