Discuss on a Brief Plan Of Driza-Bone Company (Australian Outback Company Clothing)………………………
TABLE OF CONTENTS
Driza-Bone Company is mainly known for its oil skin apparels where it has a market share of more than 70% in Australia (Jones, n.d). The main competitors have tried to diversify into other products where Driza Bone is not the main player so that they can enhance their competitiveness and attain their set targets. The other players in the industry like Thomas cook have wide product range that includes vests, bags and wallets to ensure they also penetrate this market. R.M Williams makes leather boots, T-shirts, polo shirts, seasonal shirts(Fred, n.d) while Jacaru makes oiled cotton, canvas, souvenirs and coolers(Peter, n.d). The economy of Australia is stable and the company enjoys relative stability in its prices in the nation but their exports face foreign exchange shifts experienced in the target markets. The company ensures it retains most of its earnings so that it can hedge against these foreign exchange shifts so as to protect its foreign market and ensure its market share in those foreign jurisdictions are not threatened. This stability has given the company confidence in pursuing growth strategies that make it one of the biggest consumers of the wool produced in Australia. The products have got wide acceptability among the local and foreign population due to their originality. The societies both local and international have associated with the products due to their consistency and proven quality for many years. This is due to the company’s recognition and adoption of technology in its production processes that ensures the products they make address customer concerns and needs to ensure satisfaction. The company has also invested heavily in research activities that have ensured their products remain unrivalled even in the international market. This is done by investing in modern machines to make sure that modern technological trends are adopted by the company. This makes sure that they are able to meet all the local and international demand for their products. Their sales targets are also met further enhancing that the company breaks even and realizes its set goals and objectives. This is also done through the efficient training of their employees in line with market standards and product requirements. The company has also benefitted from the cultural beliefs of the local populations who like being identified with their brands. This creates customer loyalty and increases the market share for their products. In doing this the company has also been very sensitive to the customer tastes and preferences through conducting market surveys to get the relevant data and statistics. This data is important in their forward planning and strategy formulation to guide their activities.
This is assessing the success of a company’s creative strategy in the market (Laurie, 2011). It gives a head start of whether there was success and also indicates the areas that need improvement. There are various campaign evaluation techniques as below;
The company can adopt to scrutinize the sales figures after the campaign. In doing this the company will have to compare the figures that were recorded before and after the campaign. From these figures, the percentage growth in the sales volumes should be calculated (Thomas, 2011). The management based on this calculated figure should know whether that growth met the expectations. They should also know the reasons why there were more or less sales volumes. There are various reasons why the sales of a company could increase; may be the campaign attracted new customers or due to the nature of the campaign, the old customers were motivated to purchase more products. The marketing team should also know whether there were any other reasons that contributed to the increase or decrease in sales such as a strong economy encouraging more spending or political turmoil discouraging consumers from spending (Scott, 2007).
The marketing team can also revisit the original marketing goals for the company. They can reexamine these goals and determine whether there is any market penetration in the target market (Mike, 2008). This is because the initial goals that were set for the company could have been unrealistic and regardless of the campaign that is done, the goals cannot yield any of the desired results. This will call for redesigning of other strategies to achieve the desired objectives. From their conclusion they can determine whether the target market is the most profitable for their products based on available data. This is because the available data will reveal whether there is any market penetration and they can be able to determine the market share forthwith. Less market share will mean either they re-strategize or they shift their products to another market.
The advertisement content can also be checked to evaluate the campaign carried out by the company (Henry, 2011). The marketing team should determine the content the advertisements communicate to the public. This will help in identifying those advertisements that are fulfilling their purpose and those that are not. The advertisements that do not fulfill their purpose should be discarded and market responsive advertisements created. The marketing team should also seek to know whether the target market understands the main content and whether they are responding to it (James 2005). If the target population does not understand the message contained in an advertisement it will be very hard for them to respond to it. This is because their perception will either remain the same or develop a negative attitude towards the product because they may consider it complex just like the advertisement. This can impact very negatively on the sales volumes of a product and negate any gains that could have been made previously (Castelli, 2010).
The marketing team of an organization can also study and review the media mix used in conducting the campaign (Paul, 2010). If there were more than two media means used which one was the most successful? The measure of how one medium was successful in comparison to another can be arrived at by assessing the impact of each on the target population (Rebecca, 2007). This can be done by reviewing sales volumes generated by particular mediums. This is because one medium may be used in a different locality away from the other. A decision will be made on the best medium based on these sales volumes. This may however not be very accurate as the factors that affect the sales volumes of a product in a particular region could be different from another (Farris, 2008). This is because different areas could be endowed differently in terms of economic and social factors as compared to others.
The creation process of the campaign can also be reviewed to determine the success of the campaign. The marketing team can analyze the time taken between formulation of the campaign and the actual time when it was rolled out. Were the timelines that were set initially stuck to? This involves timelines between creation of the materials for the campaign and the actual delivery of the desired information to the target population. This will help in identifying the areas of inefficiency and need for action. They should also review whether the set budget was followed and if not which votes were over or under spent. Reasons for any deviations should be known and addressed. This will assist in rectifying any future oversights in the implementation phase of similar campaigns (Janet, 2009). The time taken to implement the whole campaign should also be analyzed to know whether the set objectives of the campaign were achieved in time and if not why. This will also help in forward planning to ensure success of these vital campaigns (Berger, 2006).
The vital role played by campaign evaluation cannot be overemphasized. It acts as a direct link between the owners of a product and the consumers. It is a very informative tool in market analysis because it offers insights and key market variables that prove valuable in the future. It identifies any pitfalls that hindered the success of company’s products in the target market and also provides important basis for forward planning in any future events. It’s therefore important for any marketing team to employ these measuring techniques to gauge the level of success of their campaign. This will act as a basis for them to advice their management teams and other stakeholders on the best way forward based on the results of the campaign evaluation.
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Fred, T (n.d) “ Bush hats history” (Online) Available from http://www.aussiebushhats.com.au/catalog/index.php
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James, F (2005). Evaluating Market Campaigns. Frankfurt. Taylor and Francis , P.63
Janet, H (2009). Evaluation of Marketing Campaigns. London. Walker Publishers Ltd, P.6
Jones, P (n.d) “History of Driza-Bone Stockists” (Online) Available from http://www.drizabone.com.au/victoria/
Lauries, S (2011). Marketing Management. Dublin. Wright Printers Ltd, P.94
Mike, G (2008). Marketing Campaign Development. Sunderland.Lion Books , P.25
Paul, J (2010). Marketing Campaign Evaluation. Warwick. Harper Press Ltd, P.18
Peter, J (n.d) “ History of clothing” (Online) Available from http://www.rmwilliamscentre.com.au/
Rebecca, A (2007). Marketing Campaigns. Cologne. Hermann Press, P.71
Scott, R (2007). Target Market Evaluation. Brisbane. Digital Press, P.4
Thomas, Y (2011). Marketing Research. London. Atom Press Ltd, P.22
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