Marketing in Multinational Organizations

Question: Discuss about the Marketing in Multinational Organizations. Answer: Introduction Multinational organizations are constantly competing with each other in terms of achieving success and sustainability in the competitive business world. There are many sustainable strategies that companies are adopting various types of strategies especially in terms of marketing of their products and services in their target market. The report illustrates the marketing strategies of two companies i.e. Eagle Boys and Coles in Australia. Marketing strategies of these two enterprises are critically analyzed in detail in the Australian market. It can be said that both the companies are successful in their marketing campaigns. However, the companies are adopting various types of innovative and improved version of both legacy and digital media that will be described in the report. The marketing strategies of both the brands will discuss about the perception of the consumer towards the brand and their effectiveness towards customer attraction. Marketing campaign of a multinational company depends on many factors. The case study of Eagle Boys describes about the Measure Up campaign that targets the consumers of Australia in the age group of 18 to 30 years of age. In the case study, it is mentioned that there are many competitors of Eagle Boys who are providing tough competition to the company. The company has conducted an extensive market research in order to receive knowledge about the marketing activities of the competitor rival brands such as Dominos, Pizza Hut, etc. Apart from using legacy media, Eagle Boys is also focusing on using digital media in order to engage customers and converting them from followers to potential buyers of the company (PRIA 2016). The Measure Up campaign of Eagle Boys have categorized the target audience into three groups such as young adults, industry and families having household and children. Coles is considered as second most popular supermarket retail chain of Australia. The marketing strategy followed by Coles is divided into four categories such as volume share of voice, sentiment, themes and wrap up. In the case study, the digital marketing strategy of Coles is focused more than traditional media marketing of the company. Apart from that, it is seen that the company is having high presence in the digital world that helps in attracting more customers to the in house brands of Coles (Grant 2016). The case study illustrates that in recent years, Coles has introduces many loyalty programs that will improve the motivation of the customers while buying more products from Coles compared to other supermarkets. The supermarkets of Australia face price war. Coles have to formulate marketing strategy in order to cope up with the situation of price war using differentiation in the private label brands of Coles. Marketing strategies of two companies Marketing strategy of an organization is formulated in a motive of gaining competitive advantage among its competitors in the marketplace and to reinforcing the brand among the minds of target customers. Marketing campaign of Eagle Boys is mediated to raise the awareness of the pizzas of Eagle Boys and the value provided by the company to its customers. The objectives of the measure up campaign of Eagle Boys is to drive the sales by 10% while educating the customers about pizzas and the unique flavors used by the company in manufacturing pizzas (Armstrong et al. 2012). The measure up campaign is formulated in order to attract more customers towards the brand and reinforcing the brand in their minds so that the target customers can prefer this brand to other brands. The awareness of the brand is due to the point of difference created by the brand while improving customer loyalty and brand perception. The media campaign of Eagle Boys is targeted to increase the popularity of the brand. The corporate media campaign is formulated to reduce the media shrinkage that has been done earlier in the media (Boone and Kurtz 2013). It would hamper the image of the brand in the customers mind that will lead to decrease in the sales. Coles is the second most popular supermarkets in Australia. Marketing strategy of Coles is improved in terms of attraction of customers towards Coles and gaining a competitive advantage in the market. However, Coles has gained the competitive advantage by introducing new strategies in terms of digital media and customer loyalty programs for its customers. Coles is focused on its in-house brands more than that of the other brands of products available in the store (Chaffey and Bosomworth 2012). Coles has very good response in social media compared to other supermarkets of Australia. The aim of the marketing strategy is to improve the theme used in social media approaches to attract more customer bases over other supermarket retail chains like Woolworths. The loyalty programs of Coles are innovative and are formulated in a way so that the customers will get benefit whenever they will shop at Coles. Cost leadership strategy is the most important strategy that is adopted by Coles in the market (Kotler et al. 2015). Price war is the point of concern of the supermarkets present in Australia. It is very important of having digital presence along with physical presence of the stores in the market. The motive of the marketing strategy is to influence the consumers while buying product from Coles while enjoying benefits of shopping at Coles. Analysis of the marketing strategies Critical analysis of the marketing strategy of both the multinational company will be discussed in this section in order to compare the marketing strategies with the competitors of the companies in their respective sectors. Coles has approximately 762 stores in Australia. Apart from that, the company is facing tough competition from the German supermarket retail chain Aldi as well as from Australian biggest retail chain Woolworths. The marketing strategy of Coles is compared to the strategy adopted by Woolworths in the market (West et al. 2015). However, it can be said that the company has introduced their flyer point programs and credit cards in order to attract more customers and engage themselves into more shopping. The marketing strategy is also formulated for providing customers an enriched shopping experience as well as extensive service from the sales people present within the stores (Wilson and Gilligan 2012). The cast study portrays that Coles is very active in Twitter that is responsible for generation of more reviews and mentions in the social media sites. The number of mentions of Coles in Twitter is approximately 10,000. The sentiment of the brand in online social media is neutral and positive. There are lesser negative sentiments about Coles from the followers of Coles in Twitter and other social media websites (Morgan et al. 2012). However, there are many themes that are used by Coles in Twitter are not preferred by the followers. The strategies mentioned in the case studies also mentioned Aldi side by side with Coles in terms of brand promotion. In terms of wrap up, it is seen that Coles is getting more popularity than Woolworths while nurturing the influence of the brand by eradicating the negative sentiments from the minds of the customers (Coles 2014). Measure up campaign is one of the most popular marketing media campaign from Eagle Boys. Eagle Boys has good reputation as the most trusted company in terms of pizza providers in Australia. The case study of marketing strategy analysis of Eagle Boys illustrates that many competitors of Eagle Boys are in the market that has strong campaigns in terms of marketing and promotion. The company is using online media such as blogs, current affair sites and online news (Czinkota and Ronkainen 2013). Mainstream media used by Eagle Boys in the Measure Up campaign are metro radio, metro television and metro newspapers. Industrial newsprint are also targeted by Eagle Boys. They are retail, franchise and business news and food news. However, the media campaign program is categorized into two groups such as consumer media relations and corporate media relations. The topics that will be including in the blogs of Eagle Boys would be related to the surrounding shrinking sizes of pizzas. The topic is s elected after conducting an extensive market research done by the strategic management department of the company (Foxall 2014). Eagle Boys has pointed out that they are providing pizzas that are having more in diameters and thick crusts compared to pizzas of other international competitor brands like Dominos and Pizza Hut. Shrinking of pizzas is not only mentioned in the media but also it will be showed to the consumers so that they can get a clear idea about the initiatives taken by the company in gaining the trust of the consumers in the market (PRIA 2016). Conclusion The report describes in details about the marketing strategies of two companies that belongs to two different sectors of industries. The case studies of the marketing studies suggested that how these companies are successful in accomplishing the marketing goals as well as organizational goals. Sustainability is the main aspect that is applied by both of the companies so that they can get advantage in the near future. However, the analysis of the marketing strategies illustrates that the importance of digital marketing strategies are more important than that of traditional legacy media. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012.Marketing: an introduction. Pearson Prentice-Hall, London. Boone, L.E. and Kurtz, D.L., 2013.Contemporary marketing. Cengage learning. Chaffey, D. and Bosomworth, D., 2012. Digital Marketing: Strategy.Implementation and Practice: Pearson. Coles, B., 2014. How to support social media marketing for your project.Inside Film: If, (161), p.18. Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing. Cengage Learning. Foxall, G., 2014.Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge. Grant, R.M., 2016.Contemporary strategy analysis: Text and cases edition. John Wiley Sons. 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