Problem Activation
To address the question, there is a necessity to provide a theoretical background. According to the relevant literature, here are five steps of the consumer decision-making process that include problem recognition, information search, alternatives evaluation, purchase decision, and post-purchase evaluation (Lucid Content Team, no date). In regard to the Sun Spritz case, the problem recognition would take place when a consumer realizes that there is a necessity to protect skin from the harmful effects of the sun. Information search would follow this and could be focused on sunscreen products that the Australian market provides. Then, the consumer explores the key characteristics of the mentioned products and compares them. When a sunscreen product is selected, the consumer decides to buy it. Finally, there is an evaluation of whether the chosen option fits the initial expectations or not.
Sun Spritz can influence the desired state to activate problem recognition for its product. The company can make potential clients aware of the benefits associated with the product offered. Marketing managers could deliver the idea that the spray will meet all the expectations and even exceed them. Moreover, there is an opportunity to influence perceptions of the existing state (Stankevich, 2016). The firm can launch a campaign that would shed light on the issues that the skin may face without the protection provided by the spray.
Target Market
Given the available data, it seems reasonable to state that the target market for the company will be the sunscreen sector for active adults aged 18–35. These consumers are interested in protecting their skin from the sun because surfing is among the most popular sports in Australia, and there is even a related particular culture (Carrol, 2021; Borne and Ponting, 2016). The mentioned sport is directly associated with harmful sun rays, given that the ones involved spend most of their time on a beach. It should be emphasized that an active lifestyle is quite spread in the country. Thus, this target market would be a significant option for Sun Spritz because there is constant demand justified by the abovementioned arguments. However, it is crucial to develop an appropriate marketing strategy.
Moreover, it will be important to use proper retail channels to achieve maximum profit margins. The targeted consumers are considerably socialized individuals who spent a great extent of their time on social media. Hence, an advertising campaign via this channel seems a good variant for Sun Spritz. Then, official stores are required as well, given the established reputation of an international enterprise. It will also be easier to launch a promotional campaign by demonstrating attractive and modern stores. Furthermore, it might be rational to cooperate with pharmacies in which consumers are used to buying products that are likely to improve their health condition.
Marketing Strategy
Sun Spritz is an unknown actor in the Australian market, so a marketing strategy is to be advanced and reliable. The available data show that there is no exceptional monopolist in the sector. What is more, it is visible that Sun Spritz possesses a number of competitive advantages in comparison with the other players. In particular, water-resistance and general protection are twice above the current offers provided by the competitors. Then, the environmental rating is above average as well, which can be beneficial during the promotional campaign. The mentioned indicators can be considered as evaluative criteria used by the consumer to choose Sun Spritz’s product.
Given the necessity of considerable expenses due to the market entrance, the company is to adhere to a strategy that will not need substantial costs. For example, the firm could apply social media marketing that is appropriate during all the stages of an enterprise’s development. Instagram and Facebook posts are likely to “humanize” the brand and make the consumer aware of Sun Spritz’s advantages (Woschnick, 2020). The latter ones are described above and seem to be relevant to the market because, for the consumers in such developed countries, corporate social responsibility and product quality are crucial. The price will not pull the clients away, given significant GDP per capita (The World Bank, 2021). Moreover, the company can develop a great referral program, which can lure a plethora of customers at the initial stages of the business in Australia (Hudson, 2021). Hence, social media and incentives should be the main focus of Sun Spritz’s marketing strategy.
Internal Influences
The perception of the consumers can be used by the company in its marketing campaign. Sun Spitz possesses a great reputation in many European developed countries, which could be used as a significant reference while promoting the brand. Australians seem to be considerably aware of the international affairs in many industries, given their comprehensive educational opportunities. Moreover, tennis is a popular sport in Australia (Carrol, 2021), and promotional endorsement from Roger Federer – one of the greatest players in the sport – can be a perfect push for the company in this vein. It is important to obtain support from a recognized and respected celebrity, and Federer seems to be one.
Then, Australians are highly involved in water sports and are goal-oriented individuals (Garrod, no date). This means that motives, personality and emotion can also be used as internal influences. The customer is likely to be motivated to be a part of such activities as surfing or yachting, and an advertising campaign may be dedicated to these sports. The mentioned goal orientation is another notable aspect to take into account – there might be slogans that can claim confidence and protection – that contribute to various achievements – provided by the product. The described influences could force the consumer to purchase the product or, at least, initiate a problem recognition. Overall, the company has a great offer for the intended Australian market, and the consumers are interested in it.
External Influences
Given that Australians are socialized individuals, a short video commercial for social media may be a good variant for the company. The first point that should be addressed is that the product should be presented with the link – or on the background – of a water sport (the best option here would be surfing) (Borne and Ponting, 2016). The second point is that the product’s quality and worldwide recognition should be delivered. For instance, there might be a short enumeration of the company’s achievements and rewards – starting from celebrities’ recommendations and ending with the Thunberg Award for Excellence and the product’s technology. Social marketing theory confirms that the described approach would be beneficial (Smiths, 2020; WordStream, no date). Hence, the video should be developed with the necessary degree of consistency and creativity.
It should also be noted that this video should be in such a format that could fit various platforms – Instagram, Facebook, and YouTube, for example. This will ensure that the content could be spread among a wide audience and lure as many customers as possible. Such an approach also results in the enhancement of the company’s established reputation as an actor that is capable of satisfying the needs of the broad consumer segment. The associated opportunities will be as follows: the possibility to obtain feedback, the monitoring process of the perception of the product, and the availability of platforms to communicate with clients directly.
References
Borne, G., and Ponting, J. (2016) Sustainable Surfing. New York: Routledge.
Carrol, N. (2021) Are they surfers or tennis players?Web.
Garrod, S. (n. d.) Everything you need to know about Australians. Web.
Hudson, E. (2021) The ultimate guide to marketing strategies & how to improve your digital presence. Web.
Lucid Content Team (n. d.) Definition and examples of the consumer decision-making process. Web.
Smiths, L. (2020) 13 tips for creating more effective instagram video ads. Web.
Stankevich, A. (2016) Explaining the consumer decision-making process: critical literature review, Journal of International Business Research and Marketing, 2(6), pp. 7–14.
The World Bank (2021) GDP per capita, PPP (current international $) – Australia. Web.
WordStream (n. d.) Social media marketing for businesses. Web.
Woschnick, V. (2020) Top 10 most effective marketing strategies. Web.