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Marketing System as a Product Intake and Retention Analytical Essay

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Updated: Jan 15th, 2020

Understanding marketing system

Basically, a marketing system is a complex network comprising of sellers, buyers, and other players that meet to trade in a product. The marketing system includes direct players such as the consumers and producers, suppliers, independent entities such as business associations or regulatory agencies.

Kotler and Keller (2012) state that “in order to build a strong marketing system, it is necessary to ensure that the potential customers will be in a position to identify with the product, due to the benefits it has” (Kotler & Keller 2012, p. 32). Reflectively, companies may be endowed with very interesting, proactive, and well packaged product yet customers may not feel the branding strategy of such companies.

This is because the marketing strategy may not be very effective in increasing the visibility of such a product. Such an inadequate marketing strategy may result in poor product performance.

Bert (2011) states that “before an organization can acquire customers through the content of its products, it must of course develop a marketing system to attract potential parties” (Bert 2011, p. 37). Specifically, the marketing system communication has become the most common and highly effective among small, medium, and even large companies across Australia.

This can be attributed to its flexibility, dynamism, and sustainability. Reflectively, marketing system communication revolves around the optimal utilisation of the communication channel for encoding and decoding information about a product between the company and potential customers (Rossiter & Bellman 2005).

Marketing system communication is comprised of the elements which are proactive in increasing product visibility and sustainable communication

It is imperative for businesses to establish the link between product performance and the natures of a marketing communication system. As a matter of fact, it is vital for such businesses to embrace the available knowledge on effective marketing through the use of a marketing communication system (Bert 2011).

The effectiveness of any marketing communication system in a business determines the scope product performance, which translates into a better comparative advantage.

Besides, the marketing agencies may use this system to review the product performance in line with the marketing objectives or goals. This is because the system has direct influence on customer purchasing behaviour. This makes the marketing system essential in the current business environment.

Understanding community engagement

Basically, community engagement in a marketing system involves directly encouraging customers to proactively participate in brand evolution. It basically promotes development of sustainable relationships between a customer and the product. Through advertisement, it is easy to understand community perceptions.

Advertisements are known to cue the minds of potential customers into associating and identifying themselves with the product. Specifically, this is possible when the advertisements are aligned to community symbols and unique forms of identity, which allows for product content internalisation (Rossiter & Bellman 2005).

The advertisement offers the cognitive perspective of a product or service perception to influence the purchasing pattern of members of the target group at the individual level. In the product market, life style defines the activities clients are involved in such as beliefs, opinion, health aspects, and interests (Bert 2011).

Therefore, any response to an advertisement will originate from the bandwagon technique which heaps pressure on the mind to follow the perceive crowd. As a result, the response will form the risk reversal element. Therefore, a properly structure marketing system is critical towards sustainable community engagement in terms of appeal to needs, desires, and values.

The Marketing system is often very complex besides having the ability to improve the product visibility among the players. The marketing system is driven by the object of perfection designed to convey information to customers on the unique features of a product.

The community engagement initiatives often engage very emotive marketing language to appeal to the hidden benefits of such a product. Thus, the marketing system and community engagement share the same goal of establishing sustainable relationship between a product and customers (Kotler & Keller 2012).

In the ideal, the value and benefits of a product are easy to present to potential customers through an intrinsic marketing system. The values are packaged to ensure that the potential customers find it easy to associate with a product that promotes their cultural orientation.

Reflectively, excessive focus on product appearance as part of the community engagement strategy contributes to high usage of such a product since the marketing system will improve its visibility.

Thus, through emphasis on the culture of freedom and happiness as visualized in a product, the marketing system and community engagement variables may persuade customers to purchase a product frequently. The decision may be influenced by the need to feign community feeling (Kotler & Keller 2012).

Upon reviewing a community engagement strategy, it is in order to opine that primary goal is always to convince potential customers to create an identity which can easily follow the suggestions from the advertisement players, who complete the chain of reaction. Thus, acculturation in a product or service is easily promoted through the marketing system (Bert 2011).

Development of Milo case

Having an intrinsic marketing strategy is a step towards product success in the eyes of the potential customers. Such a strategy determines the direction and underlying factors which influence product intake or acceptance.

In the overcrowded beverage industry, product positioning plays very important roles towards improving the sales margin, especially in a market where there are very many perfect substitutes for the Milo brand (Bert 2011).

Adopting the First Mover Strategy, Milo has positioned its products as the first of its kind in the Australian market. Through a defined delivery channel and strong media marketing, the company revolves around optimal benefits control to ensure that the market leader status is well maintained.

Different customers for this beverage product are often attracted by the unique packaging and multiple brands for the high-end and low-end customers. The suppliers for the product double up as marketers through their constant promotion of the Milo brand.

On the other hand, the Australian trade agency has accredited the Milo brand for meeting the required product standard. The customers have been active in referral marketing on behalf of the company (Kotler & Keller 2012).

Marketing system: Layton’s’ marketing system model

The marketing system model proposed by Layton presents factors that may ensure the presence of a strong marketing system framework. Layton proposed expansion of knowledge, technological change, and institutionalisation of the marketing system. In relation to the Milo product, technological change was applied in the creation of an attractive product that is packed is a biodegradable container.

Besides, the product is as a result of a series of research and development using the latest production technology. Expansion of knowledge was applied in the creation of multiple brands for the Milo product.

Besides, the company is always proactive in franchising and outsourcing some of the factors of production such as the labour. Under the variable of the institution, the company has established several corporate social responsibility initiatives in Australia (Kotler & Keller 2012).

Critical discussion

Customers’ emotional perspective is driven by the desire and presence of a stimulus that maintains the desire to acquire or associate with a product. Through creating a positive perception, it is easy to cue the minds of potential customers towards the actual and perceived benefits of a product. Besides, perception creates the link between product intake and rejection at community level (Rossiter & Bellman 2005).

The Milo brand’s marketing system has successfully utilised the element of positive perception in promoting the content of the beverage. Since this product targets consumers from both ends of the economic ladder, attitude change techniques should be based on quality and affordability.

As a result of a long period of exposure to reliable sources of product information, the Milo brand’s marketing communication system has become instrumental in the institutionalisation of the Milo brand (Dagnino & Rocco 2009).

Besides, well packaged marketing communication system for the Milo product has skewed human mind to feign identity with the product advertisement strategy. As a matter of fact, these elements are intrinsically integrated as ideal within the community engagement strategy about the Milo.

The company has a comprehensive understanding of the dynamics of the Milo product market, quality assurance, cultural compliance, and effective marketing skills when reaching its target market (Kotler & Keller 2012).


Apparently marketing system is instrumental towards product intake and retention. The marketing system is more than the mere advertisement messages or channels. Unlike the marketing system, community engagement is narrow to the perception of the consumer and not the other marketing system players.

Reference List

Bert, R 2011, Marketing channels: A management view, Thompson South-Western, Sydney, Australia.

Dagnino, G, & Rocco, E 2009, Competition strategy: theory, experiments and cases, Routledge, New York.

Kotler, P, & Keller, K 2012, Marketing management, Pearson Prentice Hall, New Jersey.

Rossiter, J, & Bellman, S 2005, Marketing communications: Theory and applications, Prentice Hall, Frenchs Forest.

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