Marketing Communication Strategies For Boral Limited Company
Target Audience Segment Analysis
Discuss about the Marketing Communication for Boral Limited Company.
Boral limited company is among the leading and well known firm in Australia. The firm majorly deals with manufacturing of construction materials and investing in real estate developments. The company has its headquarters in Sydney, Australia and various branches at different parts of the country. It further supply its products and services internationally in countries found in Asia and United States (Blakeman, 2014).
In spite the booming profit flowing into the company’s accounts, there are innumerable challenges being experienced. That is why the company is trying new mode of marketing their products. Lately, more construction companies had been formed thus posing a great threat on Boral limited long time glory. Those companies are battling to be the leading construction company both in Australia and also internationally (Moriarty, Mitchell & Wells, 2012). Boral limited has different ways of reaching to its clients and increase new customers. They do this by reducing their products price and giving out discount on bulk transactions. The firm has allocated more funds for advertisements. Different products and services is being exhibited and showcase on the market so as to attract more sells.
The primary target are local construction contractors and middle income earners in Australia (Boone, 2012). New demands for owning houses have emerged. Most young people are going extra mile to save money and invest on buying homes.
- Strong brands: Products advertised is received by many citizen. More sells had been seen after advertisement (Waller, 2012). The brand is known by many Australians citizens who have once used this company’s products.
- Durability: Boral limited construction product do last longer compared to that manufactured by their competitors. Many Australians still trust on Boral products which they term them as lasting and durable. They even go ahead and act as good ambassadors on this products.
- Health issue: The Company put first priority to its employees. All workers are being given safety gears (Kelly & Jones, 2012). Those safety gears must be worn by its workers while working in the construction company. Those safety gears are helmets, gloves, and safety boots. All employees are given leave from work monthly and they the company pays health care insurance for them and their spouse.
- Negative publicity: Boral Company had been included in various negative discussion. Human right activities had argue the credibility of the company’s willingness to reduce air pollution caused with their manufacturing industries (Blakeman, 2015).The firm is having heavy machine which produce harmful substance to the air. The company had note this and are now using advanced machines which emits less harmful substance on environment.
- Customer segment: Boral Company are focusing on small real estate contractors as they keep affordable product and services offered by the company. Local contractors are the major buyers of their product. This move make Boral to continue reaching out to new small contractors firm and get tenders to supply their product to them.
- Prices: The Company is trying to reach the low income earners in a bid to boost their sells profit (Belch & Belch, 2015). The organization is trying its best to meet the demand on low income population. The company is targeting low income earners who are the majority in the county, compared to the rich individuals.
- Direct and indirect competitors: Different companies are trying to come up with more modern products which is posing recent threats. In recent years demand for new technology product is at rise and Boral firm is not ignoring this threats. They are learning their competitors’ mistake and rectify their product before it reaches potential clients.
To attain huge profits, clients’ awareness is paramount and must be given first priority (Chitty, Luck, Barker, Valos & Shimp, 2015). Customer should be sensitized on different product and service offered as this will help them have a sober decision on which item to choose from. That is why Boral Company is using different methods to attain higher sells. This has been made possible by investing on marketing and communication with its clients.
Boral company in Australia is trying to make its products known to its clients at an early stage. This move has enhanced company’s reputation. People who start with the company on its growth will always remain with the company even on its worst moments.
The company is advertising on TV, social media and Daily newspaper, in a bid to win back the trust its customer had for years. These strategies have proven to be reliable in recent years. Notably, the managerial team is planning to extend this strategies to local estate across the country (Kelly, et al, 2015). The use of offline means of marketing has been very instrumental since most of the people still rely on them for immediate information.
SWOT Theory
The firm is partnering with environmental organization to have a safer environment. They have bought new machines which prevent emission of air pollution. The surrounding habitants are being sensitized on how the industry is to work out to make sure they are not suffering from company’s production activities (Ogden & Ogden, 2014).
The managerial team had given sales agents a go ahead to request for clients’ feedback after using and purchasing their products (Belch & Belch, 2012). This action has shown a positive results. Customer, feel involved in the company’s wellbeing by giving out their opinions. Surveys are being carried out after a period of time to make sure they deliver what they intend to give to their customers.
Clients are having mutual connection with the company (Houseknecht & Valente, 2013). The firms is trying its best to reach to low income earners. Primarily, the company is doing this by promoting its product and services to the rural areas in Australia.
Advertising organization are partnering with Boral Company by promoting constructions product and services. They are advertising on social media, websites, radio, television, and billboards (Koekemoer, 2014).
Constant promotion will make the product known by many. Promoting can help many people have a glance of products they always hear about (Shimp & Andrews, 2013). Involving more marketing teams on road show, will make sure more citizens have awareness of the product and services offered by the company.
Boral company uses daily paper to advertise its product. They rely on daily newspaper because it is relevant to larger population. Most Australians, rely on newspaper to look for opportunities to invest.
Television will convey company’s information to family members who will in turn decide to own a house. That decision will definitely be a gain on Boral’s side. Visual pictures do impact on how people do make decision.
Boral company is using radio because it is cheaper compared to visual advertising on Television (Percy, 2014). Most people who are fun of listening to music on radio have a chance to receive advertisement while enjoying themselves.
Deals are most successful method which had retained clients for many years. Customers feel affiliated to the firm when they are given discount. They feel more appreciated and recognized by the company. A small appreciation can lead a customer to refer more people to the company. Every client needs to be handled with highest standard of professionalism, because the person may have an impact on product’s marketing.
Advertising Communication
Creating challenge activities will engage outsiders to feel affiliated to the company. This is the best time to showcase, company’s products to be known and clients will have a one on one opportunity to ask questions, and receive immediate answers (Solberg, 2013). Those challenge are fun and profitable to the organization. Clients and the company’s staff do have great opportunity to mingle and express what they feel about their products.
Boral company has a website where clients can order products online. Employees are talking to the clients via social media like Facebook, YouTube and twitter. This is very useful in that clients can communicate with the company at the comfort of their home.
The company made a profit after tax was 268 million Australian dollars. Shares rose from the previous 31.9 cents to 35.8 cents per shares (Tuckwell, 2013). The managerial staff had allocated more funds so as to increase its marketing strategies.
Conclusion
According to Moriarty, Mitchell & Wells, (2015) Integrated Marketing Communication Plan (IMC) do help in the growth of an organization. Using this method, future of an organization can be predicted and possible threat averted. Moreover, it has been observed that clients who are involved on company’s activities tend to have an emotional connection with the company, a fact that has made the firm realize its profit. Competitions in the market is healthy and benefits the customers who have variety of options to choose from.
Reference
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