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Marigold Hl Milk -- Consumer Behaviour
Marigold Milk
Various Marigold milk products are promoted as "Marigold HL Milk" and as "Marigold fresh Milk" in which the "HL" stands for "high-low" as a reference to the product's high nutritional value and low fat and lactose content. Clearly, this represents a marketing strategy designed to appeal to certain consumers (Howard, 2005), particularly those concerned with the nutritional value of the product. Generally, this promotional strategy suggests that the company recognizes a specific target audience for this particular milk product whereas it envisions a different target audience for its Fresh Milk. Young adults interested in their health and physical appearance are likely to respond to the promotional campaign for Marigold HL Milk whereas older adults and those more interested in the most natural or "wholesome" forms of food products are more likely to prefer Marigold Fresh Milk (Belch & Belch, 2006; Ogilvy, 1999).
Consumer Behaviour
Generally, consumers who are likely to be drawn to Marigold HL Milk products are adults who are concerned with their health and more specifically with the way that their health is affected by their nutritional choices. The various different...
The consumer groups represented by this segment probably applies similar criteria to all of their food product choices and likely also patronizes restaurants and other prepared food establishments that emphasize the nutritional quality of their products and the value of dietary health as part of an overall health and fitness lifestyle (Belch & Belch, 2006; Howard, 2005). Meanwhile, consumers who are not particularly concerned with their health (at least in terms of its dependence on their nutritional choices) probably prefer Marigold Fresh Milk because it is closer to the most natural state of farm-fresh milk.
Factors Considered by Consumers
The specific factors considered by consumers in the market segment targeted by the Marigold HL Milk campaign are likely to be most concerned with the low fat element of the HL Milk product line. Provided that the nutritional information detailing that aspect of the product is truthful, there is no ethical issue focusing on that product feature in…
References
Belch, G. And Belch, M. (2006) Advertising and Promotion: An Integrated
Marketing Communications Perspective. New York: Irwin/McGraw-Hill.
Halbert, T. And Ingulli, E. (2008). Law & Ethics in the Business Environment.
Cincinnati: West Legal Studies.
http://www.marigold.com.sg/hl.html
http://digestive.niddk.nih.gov/ddiseases/pubs/lactoseintolerance/
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