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Introduction
Pauls is one of the leading milk brands in the Australian market. Presently, it remains an acceptable product because it delivers numerous benefits to the consumer. In terms of background, the brand name emerged in 1923 when a firm by the same name introduced it into the market. Other successful companies in this country would go ahead to acquire this parent organization. Such organizations chose to retain the brand name, including Queensland United Foods Limited and Pauls Limited. The Italian organization by the name Parmalat acquired Pauls Limited in 1998. This company would later change its name to become Parmalat Australia Limited. Today, this leading company operates under this new name: Lactalis Australia Pty Limited (Reeves 2021). In terms of market size, this organization commands a bigger market share of around 14.3 percent (Reeves 2021). The existence of proper marketing strategies continues to make this organization successful. Consequently, Pauls has remains one of the top three famous milk brands in Australia.
Lactalis Australia Pty Limited has a number of products or brand subcategories for Pauls. Some of the leading ones include Pauls Full Cream Milk, Pauls Skinny Milk, and Pauls Trim (Reeves 2021, p. 30). Such product lines remain essential and have continued to intended organizational aims. To record positive outcomes, Lactalis Australia Pty Limited has been relying on an effective marketing mix for this key brand. For instance, the company relied on premium pricing (P1) for Pauls depending on the existing regulations and competition in the market. Such an approach is presently informed by the competitive edge and the increasing level of demand for the brand. In terms of place (P2), the brand and all associated products are available in different regions across Australia. Proper advertising, distribution, and marketing processes support this attribute. Proper promotional (P3) efforts are considered to sensitize more customers and improve the recorded sales volumes.
Finally, the organization pursues the product (P3) attribute by taking into consideration the core product, actual product, and augmented product. In terms of core product, Lactalis Australia ensures that Pauls brand is creamy while delivering low fat content. This unique aspect makes it admirable in the market. The actual product is designed in such a way that the package is appealing while promoting sustainability. Pauls milk is also clean, safe, and healthy for the consumer. The augmented product concept is pursued by ensuring that there are proper mechanisms for advertising and engaging possible customers (Zhang, Hughes and Grafenauer 2020). Proper marketing and distribution approaches also ensure that such clients can access and purchase Pauls milk anywhere in Australia.
Micro and Macro Environmental Factors
Macro Environment
Lactalis Australia Pty partners with a number of partners to acquire raw materials and eventually market the final products to the targeted customers. Coles is a leading supermarket in this country. It operates around 800 stores in most of the eading cities in Australia. This attribute makes it a strategic partner for supporting the Pauls brand. It is one of the key intermediaries that make it possible for more buyers to choose a wide range of milk products from this company. This player remains critical since the pursued business model support Lactalis Australias goals (Reeves 2021). The supermarket engages in desirable marketing apprcahes that maximize the visibility of the Pauls brand. This role is essential and continues to sensitize and encourage more people to consider such products.
Should the existing relationship between these two partners breakdown, chnces are high that Lactalis Australia might lose some of its sales and profits. The company might also be compelled to identify other supermarkets and wholesalers to ensure that it maintains the current volume of sales. Based on such aspects, this company can continue to liaise with this player to maximize the current opportunities (Atabek and Atabek 2019). Specifically, it can capitalize on the current number of stores to improve the place attribute of the 4P marketing mix. The organization can also formulate new arrangements to ensure that Coles includes most of Pauls sub-products in its advertising channels and websites.
Macro Environment
Several factors in the macro environment will continue to impact the overall performance of many companies in the Australian milk industry. One of them would be that of the natural environment. The primary risks include the changes in climatic conditions, the need for promoting sustainability, and regulations focusing on green reporting. Some stakeholders are concerned about the scarcity and use of water resources in this industry. Government regulations might compel more companies to improve their water recycling efforts and strategies for improving environmental sustainability (Reeves 2021). The demand for renewable energy sources could also impact this companys future performance. These issues present unique risks and challenges for the continued profitability of Lactalis Australia (Atabek and Atabek 2019). However, the consideration of these key regulatory requirements and the desire for an ethical business model could eventually make the company more attractive.
Positioning Map
Pauls brand has become a domestic name in Australia because it delivers the much needed nutrients to the consumer. The manufacturer ensures that the sugar content levels in its sub-categories are extremely low. It has also gone further to produce lactose free sub-brands to meet the demands of the customers. The premium pricing approach ensures that more people identify the brand based on its key qualities (Zhang, Hughes and Grafenauer 2020). Based on such attributes, Pauls brand has been competing directly with other milk products in the country. Some of the key competitors include Dairy Farmers, Norco, ALDI Farmdale, and Woolworths (see Fig. 1). With the increasing level of rivalry, the company has gone further to reduce the level of milk fat in its creamy products. The nature of these attributes and the presented map show conclusively that Pauls brand is a major player and competitor in the Australian market.
Ideal Persona
Pauls brand has the potential to continue performing excellently in the Australian market. The company needs to be aware of the possible attributes and personal characteristics that can help support the intended marketing strategy. A detailed analysis of such an ideal consumer can ensure that the efforts put in place are targeted in nature and capable of delivering desirable outcomes (Zhang, Hughes and Grafenauer 2020). The consideration of the individuals current and future expectations will inform the best strategy and eventually make this brand and the included sub-categories successful in the Australian market. The key attributes of the ideal persona for Pauls are presented below.
Demographics
Target customers for Pauls include individuals aged 18 and 60 years of age. The demand for this product remains higher for people who are around 25 and 35 years of age (Zhang, Hughes and Grafenauer 2020). In terms of gender, both males and females are capable of supporting this brand. Those who have higher income levels would also form the primary target for this product. This trend is supported by the availability of disposable money. Those with normal or below average earnings would be relying on pasteurized milk for home consumption. The lifecycle stage of possible customers is critical for this attribute. Specifically, individuals who are young would consume the product since their parents are able to afford it. Those above the age of 50 might be unwilling to consume processed products in favor of natural food products. People in a wide range of occupations would form a good market for Pauls brand. Urban dwellers would be able to access supermarkets and other outlets associated with this product.
Motivations
The ideal customer would be motivated to consume this product for relaxation and acquisition of the relevant minerals from milk products. Those who have small children would also be willing to surprise them with creamy milk (Atabek and Atabek 2019). Some might decide to reduce the intake of Pauls products due to various life goals, such as reducing weight. The consideration of these choices related to the selected product could dictate the overall purchasing decision (Atabek and Atabek 2019). Similarly, the product is able to solve the absence of adequate milk products in the Australian market. Individuals will prefer the use of the product to supplement their nutrients in the body.
Frustrations
Over the years, most of the companies in the creamy milk industry have failed to over a wide range of products that deliver low fat or sugar levels. More customers are aware of this key issue as they want to overcome the challenges of overweight and obesity. The past has been characterized by the absence of premium products with low fat (Zhang, Hughes and Grafenauer 2020). Consequently, Pauls remains a powerful brand that promises to solve this problem and make it easier for more people to record positive health outcomes.
The Consumer Decision Making Process (CDMP) provides a detailed path that explores the strategies customer adopt before deciding to acquire a given product. For instance, some of these possible clients would be keen to purchase this product since it is healthy and has reduced sugar levels. The presence of Pauls in the Australian market has made it a domestic brand that many people want to associate with (Atabek and Atabek 2019). The company has been on the frontline to implement desirable approaches for continuous product improvement. This strategy has encouraged more customers to admire this brand since it delivers positive health benefits to the buyer. Lactalis Australia is, therefore, pursuing a social development cause by helping people fight obesity and diabetes.
Conclusion
Lactalis Australia Pty Limited is a successful company in the Australian creamy milk industry. The organizations history makes it a leading player in the delivery of high-quality products. The consideration of the above persona and the concept of continuous improvement have resulted in an admirable brand in the market. Pauls success is attributable to the producers ability to focus on the attributes of the persona described above. Such observations show conclusively that Lactalis Australia has increased chances of becoming more profitable in the future.
Bibliography
Atabek, Gülseren S., and Ümit Atabek. 2019. Consumer Perceptions towards Dairy Products: Effects of Mass Media. Online Journal of Communication and Media Technologies 9 (2): e201908.
Reeves, Matthew. 2021. Milk and Cream Processing in Australia. Melbourne, IBISWorld Pty Ltd.
Zhang, Yianna Y., Jaimee Hughes and Sara Grafenauer. 2020. Got Mylk? The Emerging Role of Australian Plant-Based Milk Alternatives as A Cows Milk Substitute. Nutrients 12 (5): 1254-1271.
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