02. For Zeek the Geek only - PPT slides
crave4fun
part_1.docxRunning Head: MARKETING
MARKETING 4
Marketing
Name
Course
University Affiliation
Recycled Paper Apple Shape Box
Introduction:
Marketing is a form of communication between the buyer and the seller. Most often the communication comes from the producer to the prospective buyer. The motive of this communication is to persuade the buyer to buy a certain product that the producer is offering. This marketing analysis will focus on Oxfam products. Oxfam being an international non- profit marking organization, aims at running projects that are geared towards promoting peace and prosperity amongst all human beings by aiming at eradicating poverty, war, and diseases in affected countries especially third world countries. This paper will focus on the marketing of Recycled Paper Apple Shape Box. (Nicholls, 2002)
The choice of this product is attributed to the fact that recycling paper helps safe the environment by making good use of already “useless” products that when are dumped they create pollution to the environment. Further, waste paper is common in the third world countries making it very convenient for Oxfam to launch the product. This product will make use of dumped waste paper in the countries enabling the citizens to create a source of income for their survival and in an effort to bail them from poverty, Oxfam market these products through Fair Trade organization. According to Oxfam, paper is readily available raw material for the manufacture of the Apple shaped box and by ensuring market for these products in Australia and other developed counties, by doing this; Oxfam meets its objective of enable people who are wallowing in poverty get better lives. (Pelsmacker, Janssens, Sterckx, & Mielants, 2006)
Customer Analysis by Segmentation of 4 variables
In marketing, marketers need to focus product itself and the customers. Marketers need to segment its market into sections based on demographic, Psychographic, geographic and behavioral segments. This segmentation allows the marketer to group the prospective market into groups with common character traits. According to demographic segmentation, market is segmented based on factors that include gender, age, race, nationality, income, social class and occupation. In market for recycled paper apple shaped box, it is likely to be directed to the western countries which are relatively made up of affluent people with positive taste for luxuries products made of artistic products. Therefore, western market will be perfect market for the products. Geographic segmentation is the grouping of market based on the geographic placement of the prospective market. Oxfam’s objective is to buy this product from poverty stricken countries and find market in the other countries. Since it can be bought in third world countries and selling them to western countries since these is made up of affluent people. Resource endowment in these countries may not allow them to sew such artistic products forcing them to buy from the countries which can sew them with relatively readily available raw material. (Bennett, & Gabriel, 2000)
Psychographic segmentation is segmenting market into individuals with similar character traits, lifestyles and personality. In marketing of analyst use this type of segmentation is used when other types of segmentation are do not affect the product. In this case of Oxfam product, market needs to be segmented into people with great personalities and philanthropic spirit that want to assist people with poor backgrounds through such product products. Interests for artistic products also play a critical role in the segmentation of the market. Finally, customers can be grouped according to behavioral traits. In the marketing of Oxfam products, behavior of the buyers plays a role in ensuring that the products are aimed at reaching the prospective market with certain behaviors. Behaviors include usage rate, buyer readiness, and loyalty status among others.
References
Bennett, R., & Gabriel, H. (2000). Charity affiliation as a determinant of product purchase decisions. Journal of Product & Brand Management, 9(4), 255-270.
Nicholls, A. J. (2002). Strategic options in fair trade retailing. International Journal of Retail & Distribution Management, 30(1), 6-17.
Pelsmacker, P. D., Janssens, W., Sterckx, E., & Mielants, C. (2006). Fair‐trade beliefs, attitudes and buying behaviour of Belgian consumers. International Journal of Nonprofit and Voluntary Sector Marketing, 11(2), 125-138.
