Netnography
In this section, it is necessary to describe the opinions and attitudes of customers who can buy the products of Perfection Fresh. This objective can be achieved with the help of netnographic study which is aimed at examining the preferences and opinions of online communities (Belk 2007, p. 129).
Overall, it is possible to say that customer have positive attitudes toward the products offered by Perfection Fresh. Judging from their comments, one can say that these people like various fruits and vegetables by this company. These people can purchase mini water-melons if they have such an opportunity.
There is another issue that should be considered. There are a growing number of people who believe that fruits can be used as a gift. Moreover, there are websites that are specifically designed for people who want to offer a unique gift to their relatives or friends (Edible Arrangements 2013). This is one of the issues that should be considered by the management of Perfection Fresh.
This organization can derive significant profits by introducing products that customers can present to other people. Researchers argue that gift-making is one of the activities that lead to the growth of companies and Perfection Fresh should make use of this opportunity (Arnold 2008). This is one of the main aspects that can be identified.
Apart from that, one should take into account that online consumers pay more attention to the lifestyle. These individuals are more likely to prefer the fruits or vegetables that can greatly appeal to them.
Thus, one can say that netnographic studies suggest that current and potential customers can be interested in the new offerings of Perfection Fresh. To some extent, this trend can be explained by changes in people’s lifestyles (Arnold 2008). This is one of the main arguments that can be put forward.
Secondary brand associations
It is also important to remember about secondary brand associations of the new product. In this context, this term can be understood as the connection of a product with a particular location, person, distribution channel or even another brand (Chan-Olmsted 2006, p. 68).
One should take into account that secondary brand associations are not derived from the properties of a product such as price or quality (Chan-Olmsted 2006, p. 68). In turn, Perfection Fresh can also benefit from using this strategy. First of all, it is vital to focus on the distribution channels. In particular, they should focus on the online website where people can purchase presents.
In this case, the main task is to make their mini watermelons more available to buyers. This approach is beneficial since modern consumers rely on online resources while selecting or buying gifts (Khosrowpour 2006, p. 846). Such an approach can significantly improve the distribution of their goods. This is one the main recommendations that can be made to the management of Perfection Fresh.
Furthermore, it is important to remember that the secondary association with public organizations can be of great use to this company. For instance, many companies have increased their popularity by winning the awards for innovation or environmental practices. Such a method can increase public awareness about the company.
Such a strategy can be particularly useful to a company like Perfection Fresh since Australian consumers attach much importance to environmental practices of firms.
This information can be included in the commercial of Perfection Fresh. It is very likely that consumers will pay close attention to this information while selecting presents for their relatives or beloved ones. So, consumer behavior is critical for the development of marketing campaigns.
Apart from that, this organization can improve secondary brand associations by involving a certain Australian celebrity in the advertisements. This strategy has been adopted by many companies in various countries (Chan-Olmsted 2006). In particular, this company can create a commercial which explores such a theme as gift-making and highlights the unique properties of Perfection Fresh products.
By attracting a famous person into their marketing campaign, this organization can attract a greater number of consumers. Yet, this strategy can be successful provided that a company attracts a person who reputation and integrity appeals to a great number of people.
This is one of the main issues that should be considered by the management. This approach is beneficial because it enables business to associate its products with an individual who is popular in a certain country like Australia. These are the main elements of this strategy and it should not be overlooked.
Overall, these examples suggest that secondary associations be very important for promoting a new product. By combining various strategies, the management of this company can increase public awareness about their new watermelons.
Moreover, in this way, they can make their fruits or vegetables more attracting to potential consumers. These are the main aspects that should be taken into account. The main argument is that secondary brand associations can greatly improve the marketing efforts of a business that intends to launch new products.
References
Arnold, R 2008, Economics, Cengage Learning, Boston.
Belk, R 2007, Handbook of Qualitative Research Methods in Marketing, Edward Elgar Publishing, New York.
Chan-Olmsted, S 2006, Competitive Strategy For Media Firms: Strategic And Brand Management In Changing Media Markets, Routledge, New York.
Edible Arrangements 2013, The Official Website, viewed on <https://www.ediblearrangements.com/>
Khosrowpour, M 2006, Emerging Trends and Challenges in Information Technology Management, Idea Group Inc, New York.