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BANANAS

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by

Simon Chen

on 24 January 2014

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Transcript of BANANAS

BANANAS
Target market
: mothers with young children
Major customers: 50yo+ age group
Lowest consumers: 18-29yo group
The banana industry is represented by
A
ustralian
B
anana
G
rowers
C
ouncil
(
ABGC
)

Australian Banana Industry's
VISION
:
"the 1st choice snack food"

Key
objectives
:
"increase demand by 15% by 2014 through
marketing
and
promotion
"
Question 1

Discuss the three different types of advertising appeals available to the banana industry
Question 2


Question 3
Discuss the IMC tools in relation to how the banana industry integrated its promotional activities.
IMC Tools:
Retail promotions (posters, leaflets)
Advertising (TV & Print ads)
Digital marketing
Public relations (sponsorships and press releases)
WHAT IS IMC?
a) Mathematical integration of marketing sales

b) Communicating to others about what is marketing

c) Unified use of promotional tools in delivering a message about an organisation

d) Advertising

THE BUYING PROCESS
Advertising
Further exposure of bananas through:
Advertainment - 'So you think you can dance'
Product placement - Children shows (e.g. Bananas in Pyjamas), tv shows (e.g. Ugly Betty) and Movies (e.g. Garfield the movie)
Referring back to the buying process, IMC establishes:
awareness and recognition
information about banana

Coles Consumer Research (1998) - aim for bananas to be "on par with bread and milk"
What can be done differently?
Incorporate personal selling
Reduce tv advertising
Increase public relations
Valentini (2012) - PR creates more exposure
What is advertising?
method used to promote a product
What is the purpose of advertising?
a) to increase immediate sales

b) to increase awareness

c) to interact with the customers

d) none of the above
Why was advertising so successful to the banana industry?
1) market
research
qualitative analysis

2) behavioural
segmentation
based on level of consumption & purchase decisions

3)
target
the selected market segment
mothers with children under 12yo

4) Understood
consumer behaviour
social factors such as family

5)
Pragmatic theory
proposed by Camino*.
psychological effect?

Advantages & Disadvantages of advertising
Advantages
1) Reach
masses
of people
low cost per exposure

2)
repeat
the message many times

3)
large scale
advertising
positive effects
psychological effects

4) viewed as more
legitimate
public nature

Disadvantages
1)
impersonal
& not directly persuasive

2) very
costly


3) carries a
one way
communication
Why do you think the emotional appeal used in MTBS was so successful?
1994-2000
Appeals: Active and family
Stage of product life cycle: Maturity to decline
Strategy: Differentiate between banana and sport
Encourage loyal customer
2001-2008
Appeals: Emotional
Stage of product life cycle: Growth
Strategy: Encourage customer to purchase banana

IMC campaign: MTBS
Strategy: Catch up their life of grow up
Strategy: Use" I still call Australia home" by Peter Allen
MCQ: How to assess emotional marketing is successful in this situation?
* Camino, Gonzalo (2012) A pragmatic theory on television advertising, Journal of pragmatics, 44(1): 453-473
a. Profitability
b. Market share
c. Sales
d. None of the above
Factors of success
Reminder Marketing
Long term effect of the product
Children ?
DID YOU KNOW?
In 2011, almost 300,000 tons of bananas were consumed in Australia
That's more than 50kgs of banana per family each year!

Bananas are the No.1 selling fruit in Australia

Bananas are FAT FREE!
300,000T
50kg
NO.1
Fat Free!
Digital Marketing
Radio advertising - older generation
Social networking - younger generation e.g. Facebook, Youtube
Public Relations
Sponsorship of major events e.g. Jetty2Jetty Fun Run
Press releases
Competing fruits:
apples
,
oranges



Other snack foods: Chips, Museli Bars
The Microenvironment
1. The Industry
2009-
Appeal:Health Concern
Stage of life Cycle: Growth
Strategy: Change from kids and family to teenagers
Start competition between banana and snack
2. Suppliers
1980s-1994
Advertising appeals: Celebrity
Stage of product life cycle: Growth
Strategy: Bring attraction about banana as a health product
Banana
growers
and banana
plantations
located in:
NSW
WA
Queensland
3. Competitors
4. Marketing Intermediaries
5. Publics
6. Customers
IMC Campaign: I still call Australia home
Factors of success than banana
Iconic
Develop different version
Promote"The spirit of Australia"
Resellers, wholesalers & retailers
your local fruit shops
Supermarkets
a) Financial Publics
Personal Investors
Government Investors
b) Media Publics
c) Internal Publics
d) Government Publics
e) General Public
Australian Bananas FB page
Australian Banana Mags
ABGC
Price regulators
Product safety inspectors
Consumer/Customer
Modern customers attributes:
time poor
fast paced
nutritionally aware
health conscious
**Valentini, C 2012, ‘Public Relations and Community: A Persistent Covenant’, Public Relations Review, vol. 38, no. 5, 873-879.
Story of Australian Bananas
1980 - 1990
1st banana promotions by sporting stars eg
Tennis stars
Swimming stars
Today's equivalent
Story of Australian Bananas
1993
"Bananas are good enough for me"
purpose/message:
Results
Campaign highly successful

Doubled the consumption level bananas
I don't relate personally to a high powered sport star
I don't need a footballer or swimmer to tell me what to do
Qualitative research
showed that the main purchasers of bananas were:
mothers with children under 12 years old.
"
"
"
"
Story of Australian Bananas
1994 - Brand Repositioning
Results
Very successful

Bananas now
#1
selling fruit
Problem:
People could no longer relate to the products

Ad recall rates dropped

So a quick change in direction was needed
Bananas = Sports + Energy
From message
Bananas = the
essential
ingredient for every Australian child

This campaign was called "Make Those Body Sing"
Purpose
By showing
healthy
and
active
kids, very
emotionally
appealing to mothers
Story of Australian Bananas
Results
Again, very successful

Now, according a Coles Consumer Research*, bananas are the
only
fruit regarded as

"an
essential

purchase
on par with bread and milk"
Purpose
Now:
Like "I Still Call Australia Home", the anthem "Make Those Bodies Sing" is highly memorable, and
Bananas are
#1
selling fruit

New research: consumers are believing that
all fruits are nutritionally
EQUAL

Something had to be done...
1998
Rational benefit campaign

Saying to the core market (mothers): Bananas are so nutritious its like eating
ALL
these other fruits!

Basically, giving reasons to support the first emotive campaign
*Coles Consumer Research, 1998
Story of Australian Bananas
Purpose
Research: 18-29yo age group, lowest consumption of bananas

Again something had to be done...
Recently...
Ad focused on the key values of the 18-29 group such as:
convenience
nutrition
fun
being energetic
what is IMC
Source: Qantas (2005), 2005 Annual Report
450
Source: James.S and Anderson.K, On the need for more economic assessment of quarantine policies,The Australian Journal of Agricultural ansd Resources Economics vol 42, no 4,pp.438
Question 4
Continuing on from the success of the MTBS campaign, what recommendations do i suggest regarding new target markets and promotional strategies to ensure market growth is maintained?
The main vision to solve this question would to make "Australian Banana's the first choice snack food for all Australians" How do we obtain our vision?
We obtain our vision by achieving our main goals
We obtain our goals by completing our objectives
Our objectives for the banana industry are:
Providing our banana growers a united, profitable and competitive industry
To take action protecting the biological intregrity of the bananas
Identifying and finding innotative ideas to surpass customer expectations
Assuring the banana industry range provides the consumer with choice
To always measure consumer satisfaction with our bananas
Through applying the total production mix we are able to finally obtain our objectives
Do you know what the five promotional tools are?
A__________
Sales P________
Personal S_______
Public R________
Direct M_______
To target new markets
To maintain market growth
But how do we achieve this?
Promotional Tools
Banana
advertising
such as presentations should be future broadcasted onto televeision, printed on newspapers and posted on the internet
The banana industry should offer
sales promotions
in the form of enticements (discounts and coupons). This would encourage demand for bananas
Personal selling
such as sales presentations should be utilized furthur increasing demand and sales whilst building customer relationships
Good
public relations
should be formed creating a corporate image for the banana industry whilst being able to handle unfortunate events such as Cyclone Tracy in 2006. Special events such as fundraising and press releases should be held
Direct marketing
should be used in the form of telemarketing. Although it may be annoying it obtains an immediate response whilst promoting customer relationships.
So what are the strategies to obtain our promotional tools
Strategies to implementing the promotional tools
Emphasizing banana industry's environmental performance
Demonstrating that the banana industry is a producer of clean and green product.
Value adding product differentiation in the form of expanding the range of banana products to respond to customer needs
Focusing on customers building customer satisfaction and loyalty whilst increasing consumption and profitability.
Strategies to implementing the promotional tools (More)
Also - Creating a forum for information exchange through the marketing channel to inform consumers.

The banana industry also relies heavily on supplier success
Our whole vision lies entirely on the capacity to understand and predict consumer expectations as the banana industry is subject to competition from other fruits
We must place factors by which to target consumers:
1. Price and value of money
2. Appearance
3. Variety (ripeness/size)
4. Product avaliability; and
5. Health and nutrional value
Banana Supplier's suggestions for improvement
Close knowledge of consumers' value and buying preferences
Ability to sell banana industry products which meet consumer expectations
Building long term relationships with consumers of banana industry products
Supplying banana industry products accordingly to their specifications - food quality and food safety
Full transcript