tively with Marketing Intermediaries to allow for a seamless optimizes Performance of the entire system.
Factor #3 – Customers Vitango customers are the children that suffer from malnutrition in poor countries. This is the Consumer Markets defined by individuals and households that buy goods and services for personal consumption. The customers here are also further defined as Children attending school that have trouble to sustain attention in class. Coke-Cola is developing a supplement to deliver fortified foods improve the nutritional issue faced by these children. The end result is that these children will be able to receive education with the proper focus and vigour to make learn easy and fun.
Factor #4 – Competitors P&G is competitor is this market. P&G is also looking to develop fortified foods for the same target market of Children that suffer malnutrition that have problems with staying attentive in school. Here Coke-Cola will watch and collect information on P&G progress. Looking at how P&G gets the product out there. An interesting use of McDonalds proved success for 50% of Happy Meals include there product as the drink of choice. Price points and the ability for families to afford the product choices is another area to watch as Coke-Cola develops their marketing plan.
Factor #5 – Publics With the various publics at work with Vitango, you need to be aware of several. They included Financial Publics, Media Publics, Government Publics, Citizen-action Publics, Local Publics, General Publics and Internal Publics. For Coke-Cola the interest of all the publics due plays important part in the marketing process. For instance, Government Publics is one that needs to support the Fortified food for their countries. Without the support, efforts will be lost in the red tape. Another is Local Public where it is important to promote and educate how to use the fortified foods which is in this case is Vitango drink mix. General publics can also extent multiple countries with define interest of how well it is received and the positive effects the product has. All the publics have potential impact or interest in the end objective to improve the malnutrition of school child in poor countries,
Question 2 (20 marks)
Identify four criticisms of marketing’s impact on individual consumers. Describe how GAIN and the Vitango case might or might not be subject to these criticisms. Support your answers with examples from the Vitango case.
Divide your answer into four sections, one for each criticism.
Section #1 – High Prices As seen in the case, the price has been placed higher than other none fortified drinks. Although the high cost of development and lead times do play a big determinate of price, the Gain and Local Government should assist where possible to price the drink mix a price level the target market can afford and choose for the right reasons. Gain should be enlisted to provide funds that allow the drink mix deliver to the very poor that would not be able to make the choice to buy Vitango. This may include providing the drinks free through school and other nutritional programs the Local Government may have. This market is a market that does not have many funds available to purchase the necessities of life, therefore since this a necessity the price should be set with that in mind.
Section #2 – Deceptive Practices Deceptive Practices are seen here because Coke-Cola is a for profit company. Even the pricing model has been placed at a higher cost than other mix with water drinks. This is why it is important for Coke-Cola to use organization like Gain to be trusted by the publics of the market they are working. Although, the mission of the Vitango product to provide a fortified supplement to the diet of malnutrition school children, Coke-Cola will still be seen to be looking for profit in some from.
Section #3 – High-Pressure Selling Vitango fortified supplement as a high pressure selling practice, I don’t really see. The High Pressure Selling aspect will be how to educate the families on the benefits of the product. One way this can