ricing to be more competitive with what the consumer can afford. Consumerism is how Gain will make a difference in this Marketing Project.
Section #2 – Environmentalisms Environmentalisms is not quite evident is this case. Coke-Cola would need to package the Vitango product some how. There would be a need to look at how the packaging would effect the environment as poor countries may not have a good recycling program. Here Gain could support by providing money to develop the packaging to be environmentally friendly whether recyclable or bio degradable. Another aspect is the fact that a balance diet is still required in conjunction to Vitango product. Vitango fortified beverage does not contain any juice and is intended as a supplement.
Section #3 – Public Actions to Regulate Marketing Gain, Coke-Cola and others deal with public actions to regulated marketing. In the case with Vitango product, Critics has said the selling or giving out fortified foods will not solve the malnutrition problem of poverty stricken families. This also does not teach them to choose a balance diet. Another criticism is that product like Vitango will contain large amounts of fat, sugar and salt which could lead to obesity. Again others claim that teaching them to grow the fruits and vegetables would be better than provide fortified foods. At any rate a combination of these criticisms need to be considered and use the marketing plans. One instance is the education to go with the product that encourages a well balanced diet from the fruits and vegetables the critics pointed out. Public actions to Regulate Marketing in an area are what Gain and Coke-Cola need to pay attention to.
Question 4 (25 marks)
Consider the five principles of enlightened marketing. Could the Vitango case be considered enlightened marketing?
Divide your answer into five sections, one for each principle. Section #1 – Consumer-Oriented Marketing Vitango fortified beverage product is definitely is Consumer-Oriented Marketing. The market that was defined for the product is one that the Coke-Cola company organized it efforts around the consumer. In this case malnutrition school children are the target market. The Consumer-Oriented Marketing is used here because the end consumer, the children, have a define market niche focus on the consumer. The sensing, serving and satisfying the needs is relevant here as the target market does not know they need this product and the benefits it provides.
Section #2 – Innovative Marketing Vitango has not gone main stream yet. This is in part due to the competition venture into similar markets. Also the competition has partnered with MacDonald’s has highlighted some marketing needs for the customer. This includes that the target market may not be able to afford the product as Vitango is target at the poor. Another Innovative Marketing area is the need to have the product as a ready to drink as appose to powder that is mixed with water. This is due to the available of raw materials, in this case clean fresh water. The marketing needs to be innovative realities for the target consumer.
Section #3 – Customer-Value Marketing Coke-Cola is showing Customer-Value Marketing buy continue to review pricing and market conditions. This includes the partnering with Gain help provide money to deliver the Vitango product to the target market. Again Coke-Cola is redeveloping the Vitango Fortified beverage into a ready to drink form to become more safe and consistent for the customer. Coke-Cola is working on many different Customer-Value Marketing aspects.
Section #4 – Sense-of-Mission Marketing Coke-Cola has put forth a Mission to provide the fortified product of Vitango beverage mix for School children suffering from malnutrition in poor countries. To assist with this mission Coke-Cola has partnered with Gain, an organization set up by Bill and Melinda Gates charitable foundation. Together they will work towards improving the nutrition for children in poor countries. Sense-of-mission Marketing also allows Coke-Cola to give back to the communities through the empl