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MKG721 Food Marketing Assignment Solutions
Poultry farming is a type of procedure in which the local birds like chickens, turkeys or geese etc. are raised for farming to get the products like meat or eggs or any other food produced from these birds[ CITATION ACM18 \l 1033 ]. There is huge number of chickens in the poultry farming. Every Year, there are more than 50 million chickens raised for food products like eggs and chicken meat. Chickens raised for eggs are mostly called as layers whereas the chickens which are raised for meat are usually called as boilers. Free Range Chickens is an important product innovation which are raised and manufactured by Lilydale Company in Australia. All their free range chickens are local birds and also are grown by the farmers who are really dedicated in the production of the premium quality produce[ CITATION Lil18 \l 1033 ].
Industry and Product Analysis
Lilydale is based in Victoria, Australia where the company raises the local chickens and produce organic products out of them. In the year 2013 to 2014, Victoria’s production of chickens was 242,000 tons of meat which is 21% of total Australia’s production in chicken meat. The total consumption of poultry in Australia especially in terms of chicken is about 96% and it has grown high about 4 kg per person per year since 1960 to 44 kg till 2013. This actually was determined by the factors like the meat became costly and also the perception of people for eating food changed. There is a huge demand from the customers from Australia every year for Chicken and meat. The prices are high but then it is comparatively less costly than other meats. That is the reason why it is consumed so much each year. Victoria sells abroad 3% of the chicken meat produce as the outcome of the tough domestic utilization trends[ CITATION Sta14 \l 1033 ].
Meat Chicken Farm in Queensland
Source: (Google, 2018).
Below graphs shows that the chicken meat is the most consumed meat in Australia.
Consumption of chicken meat in Australia
Source: (Google, 2018).
The story of Lilydale incepted in the year 2001 which is located in a picturesque town near Yarra Valley in Victoria. The complete area is actually known for winning awards and bountiful productions. This made a perfect inception point of free range brand. At present, Lilydale farms are situated across the areas such as South Australia, Wales and Western Australia. All their farms are accredited by Free Range Eggs and Poultry Australia (FREPA) and they are continuously audited. The logo of FREPA is featured on every Free Range Chicken packets. This featuring makes sure that the people are buying free range chickens which are accredited from FREPA standards. All the free range chickens are from Australia itself and they are raised by the farmers who are devoted in producing quality food. The major part of farming these chickens are that they are fed formulated diets by the nutritionists. The nutritionists make sure that all the chickens receive Vitamin rich, nutritious and balanced diet which includes grains like wheat and protein meals[ CITATION Lil181 \l 1033 ]
Source: (Google, 2018)
The decisions of the consumer are mostly affected by the factors which are personal like the age of the consumer and the lifestyle. It is very possible that the HPAI outbreaks make the consumers concerned in buying the foods because of the food safety issues. If the consumer behavior of the consumer is understood in terms of eggs and chicken products, it might provide good background information which can assist in selling free range chickens. As Free Range chickens are fed organic healthy food, they would be preferred by the customers due to the trust of no diseases in chickens and the meat[ CITATION Eri96 \l 1033 ]. According to the research, the consumers who buy the poultry farm products usually go to the supermarket. Australia is a big continent and it certainly has multiple supermarkets where free range chickens are available. When the research was done, it was found that there were two types of customers. Approximately 50% of the people buy eggs and the remaining 50% buy chicken meat. The average age of the customers who buy meat is 37 for chicken and 35 for meat which does not have much difference. Hence, free range chickens would be a viable option for all the meat lovers[ CITATION Yus11 \l 1033 ].
Target market is actually a group of individuals who are targeted for the business through ads or other marketing skills. These people are the real customers who are most likely to buy the products and other services.
Geographic Segmentation: This type of segmentation perceptible preference of any of the customers. Their behaviors in terms of purchasing depend on the location majorly. Example: The urban area is a location which is hugely populated with people and malls. Free Range Chickens can be made available in malls and other markets which are near to the home areas of Australian people. In addition to that, the rural area which is mostly the village area and small towns has retail stores. These retail stores can sell free range chicken for the villagers so that they do not have to move much further for buying their meat[ CITATION Sim16 \l 1033 ].
Demographical: Free range chickens are the product which is usually suitable for the average age of 35 to 40. After this age, people usually do not eat meat due to the slow digestion process in old body. Hence, the major target age is from children of the age of 10 to 40 years. The cost of the free range chickens is very reasonable and they can be bought from everyone irrespective of the lifestyles of people.
Psychographic: This type of segmenting is done based on the traits of personality, values of society and lifestyle of people who are actually targeted. Free range chickens keep the people health as the local chickens are fed organic food like wheat and there are very minute chances for the chickens to get any disease. These products from lily dale would appeal to the people who are health conscious as well as to the people who are looking for reasonable price meats[ CITATION AVB12 \l 1033 ].
Decision Making Process
Consumer Decision Making Process
Source: (Google, 2018).
1. Problem Recognition: The primary step for all the customers is that the customer tries to find out as to what exactly he or she is looking for. In case of there are meat lovers in the market but looking for reasonable price and healthy meat, they are going to opt for free range chickens. There are a variety of chicken meats sold in Australia as mostly people eat chicken meat in the continent. Hence, people keep on looking for the healthy options in meat as well.
2. Information Search:By this step, the customer already knows what he or she is looking for. They will then search for the products with information they are looking for in the market or on the internet. Being a nationwide famous brand, free range chickens has apt information on their website as well as on the packages they sell.
3. Alternative Evaluation: By coming to this stage, the customers are usually certain in their minds with what they are going to buy. Then they start searching for the similar kind of products for comparison. Being a good brand, free range chickens should be available at every location and online for people to buy them. Complete information technology should be given on the website as well as on the packets too. Lilydale makes sure to put the logo of FREPA on each and every packet.
4. Purchase Decision: At this stage, the consumer has to take the decision for the product they are going to buy. Free range chickens are most likely bought by the customers because of their accreditation and healthy benefits.
5. Post Purchase Evaluation: This phase comes after when the customer has already tried the product. Lilydale would have to make sure that the customer likes their products so that they are bought again. This can be done by good positioning and marketing of the product.
Positioning of the product is actually done by knowing about what exactly the customer is looking for. The consumer decision process helps in knowing as to what the consumer is looking for. Then the market segmentation gives the criteria of the consumers who are actually targeted for the positioning. The positioning of the brand needs the following steps:
Once the target audience is known via market segmentation then the step of positioning starts. For free range chickens, the target audience is approximately of the age 10 to 40 years. People are mostly looking for the products which are healthy and less costly.
The elements and the features of the product primarily should be identified for them to make them appeal to the target audience.
The prepositions of selling should be appropriate. Free range chickens are a type of product which appeals to the customers due to its healthy benefits and reasonable prices. Therefore, it can be uniquely positioned at the locations where meats are being sold.
Before the positioning of free range chickens, their competitors should definitely be known. There are so many companies which sell free range chickens in Australia like Hazeldenes and Bannockburn etc. These are also good working brands in Australia and are known by people. Hence, free range chickens should also be placed majorly in the village areas so that aboriginal people and other society people can also buy the product [ CITATION Mus09 \l 2057 ].
For the better positioning of the free range chickens, there are few things which Lilydale can take care of. They can be placed in every mall and the retail stores particularly which are near to the areas where people live. Mostly, it is seen at the places where meats are being sold. Even if they are placed at the places like huge stores or malls, they should cost the same to all the people. If they are going to be costly, people are not going to think twice about not buying them. These chickens can also be sold online for the customers who cannot find more time for going to the malls or any grocery stores [ CITATION Par131 \l 2057 ].
Free range chickens are manufactured by the company named Lilydale which is situated in Victoria, Australia. It will appeal to the people of age from 10 to 40 years as they are healthy and can be digested easily be this age group[ CITATION Cha09 \l 1033 ]. The chickens are fed organic food like wheat etc. so that they stay healthy.
Lilydale's Packaging of Products
Source: (Lilydale, 2018).
The cost of the product is managed by keeping in mind the affordability of the customers regardless of the lifestyles they have. It is affordable to the middle-class people and also to the premium buyers.
The promotion of the brand is done by pasting the logo of FREPA on each and every packet they sell. By seeing this accreditation, people trust the brand that it is selling healthy meats and eggs. Their meats are fresh[ CITATION Anu16 \l 2057 ].
The free range chickens from Lilydale provide the ability of tracing the packages of chicken back to the farm it came from. All the products come in the plastic packets which are air tight and they are to be consumed right after buying or they can be refrigerated for many days even after opening. The packaging also shows the logo of FREPA for maintaining the trust of people[ CITATION Lyn112 \l 1033 ].
Price and Promotions at student events
As discussed above that the packages from Lilydale enables the customer to track their packets of free range chicken, this strategy is followed by the move of getting the support by the campaign created by M&C Saatchi and Hidden Characters. It also is featured by two spots featuring Lilydale farmers, a radio spot, out of home and on pack stickers and a one of kind website[ CITATION Ben16 \l 1033 ].
The report emphasizes on the strategy of marketing done for the product named free range chickens manufactured by Lilydale Company situated in Victoria, Australia. These products hail from Australia itself and the chickens which are raised are local. These chickens are fed organically and hence, they are known to be the healthiest of all meats provided in Australia. Primarily, the report focuses on the poultry industry which has a huge market size not only in Australia but across the world. The report talks about the product which is ready to be marketed. The target audience is done by the market segmentation and by knowing the consumer decision process. Both these segments are discussed in detail. The positioning of the brand and the product is also mentioned followed by the marketing mix of the product. At last, the report talks about the marketing activities which are done by the brand for the promotion of the product so that it can appeal to the people of Australia.
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