 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 employees feeling good about there work.
Section #5 – Societal Marketing Coke-Cola is looking at the interest and wants of the consumer. Although not easy to see the want as it relates to the customer well being then the actual product. The child wants to do well in school. Coke Cola is also looking the interest of the customers as well. Even if the Want is not truly defined by the customer, the interest for the customer is looked at as well. In the best interest, the customer would benefit from the Vitango Fortified beverage supplement. Societal Marketing is also looking in the long term. Also in this case, it is suspected Coke-Cola is also looking ahead for other profitable results from this in years to come.
Question 5 (15 marks)
Does the fact that fortified foods are common in North America guarantee the success of Vitango in developing countries such as Botswana and Peru? Explain your answer using the concepts of need, want, and demand.
Divide your answer into three sections, one for each of the three concepts. Section #1 – Need The need here is defined as children attend school suffering from malnutrition, therefore are not getting the most out of the education due to unable to concentrate. The need is to have a product that delivers the Vitamins and Minerals lack in the children diet. Vitango Fortified Beverage mix is a product that fits the needs of the customer.
Section #2 – Want The Want for Vitango differs for the reason of how poor the customer is. The poor families that are targeted will not be able to afford the product easily. I most case something else will have to be not purchased for the Vitango fortified beverage mix to be purchased. The ability for Coke-Cola to provide the product is not a problem; it is the Customer ability to obtain the product will be the problem.
Section #3 – Demand Demand for Vitango will be dictated by how well the target Market perceives the effectiveness for the children. If the children show a marked improvement, then the demand will be greater. The money that is used to 