S121 MKT204 Consumer Behaviour
Assessment 2 – Case Study:
Consumer perceptions of organic food and Organic Valley’s marketing
campaign
| Due Date | Sunday midnight (Darwin time), Week 6 |
| Value | 40% |
| Length | 1,500 to 2,000 words |
| Learning outcomes | 1, 2, 3 |
| Preparation | Read the set chapter in week 1 to 4.Participate in lectures and tutorials each week.Engage with the learning activities and provided material.Do independent research on consumer perceptions and marketing approaches. |
| Presentation | Professional business report (incl. visuals and appendices where appropriate)Assignments are to be typed, with one and a half line spacing, and a 12-point font size. Please also allow for page margins of at least 2cm each. |
Assessment specifics
Organic food products are on the rise with global markets showing continued increases in sales. Such growth is based on an increase in organic food brands and product varieties, but also due to an increase in consumer demand. For years, producers and marketers have worked hard to raise consumer awareness for organic food and over time consumer perceptions seem to have changed. When developing a marketing campaign, marketers need to understand consumer perceptions in order to address these in their communication strategy.
In this case study assessment, you will be required to (Part A) research consumer perceptions of organic food and to develop an understanding of how marketers can or should consider these in their marketing campaigns. You will then (Part B) utilise your findings to analyse and evaluate how Organic Valley is addressing or considering consumer perceptions in their recent marketing campaign and do an overall evaluation. See specific tasks on page 2.
To start your understanding of organic food markets, you will find a few links to some online news on organic food trends. These sources provide some initial background information rather than specific research findings that you need to utilise for your assessment. For your analysis and evaluation of Organic Valley’s marketing campaign, you will find a link to their website and news on the company as well as the link to the marketing videos that you should utilise for your analysis. For this assessment, focus your analysis on marketing videos that have been published as part of the ‘Call me crazy, but it’s working!’ campaign.
A) Conduct your own research on organic food and address the following questions:
- What do we know about consumers’ perceptions of organic food?
- How can marketing help to communicate organic food products to consumers?
For your research and discussion, focus on recent academic journal articles (at least 8) and consumer or product reports form credible organisations (e.g. market research, industry bodies). Focus on quality and relevance selecting sources for your report.
B) Watch and read about Organic Valley’s marketing campaign and address the following task:
- Analyse Organic Valley’s campaign with regards to how they address (or not) the identified
consumer perceptions in their video marketing campaign.
- What is your overall justified evaluation of their marketing approach? What do they do well and how could they improve?
In your analysis and discussion, you can utilise the main concepts discussed in chapters 2, 3, and 4, as well as what you found based on your research.
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