Consumer Behaviour Homework question

Congratulations! You have recently been appointed as Marketing Coordinator at Unilever. Unilever is a leading consumer brand company and manufactures some of the best known brands, which are used by more than 2.5 billion people every day. It provides products to markets globally in the Food and Drink, Home Care and Personal Care categories. Your role is within the Food and Drink division, specically for Tea products. Unilever owns Tea brands such as Lipton and Bushells. Your Marketing Director is also new to his role and is eager to implement some new marketing strategies for the Lipton brand. In order to implement the right marketing strategies, he has recently commissioned some market research to collect data on people's Tea buying behaviour. Your Marketing Director has asked you 8: your colleague to analyse and interpret the data and share your insights with him. You have been given a specic question that your Marketing Director wants answered. Question 2: Your Marketing Director believes that the Lipton brand should focus heavily on targeting females aged 16-35, who earn up to $70,000pa. Analyse Tables 2-4. Do you agree/ disagree with your Marketing Director? Explain your answer using appropriate theory from the course. Based on your analysis provide some appropriate marketing strategy recommendations for the Lipton brand. Table 2: Demographics - Gender Female Male Average Brand Female Male Dev Dev. MAD Twinings 64 36 Nerada 60 40 Lipton 61 39 o Tetley 61 39 O Bushells 63 37 2 42 N Co NO Pukka 58 61 N NOO Average 39 2 Table 3: Demographics - Age 56-65 16-25 26-35 36-45 6-55 56-65 Avg Brand 16-25 26-35 36-45 46-55 Dev. Dev. Dev. Dev. Dev. MAD Twinings 13 14 22 25 26 2 -1 2 Nerada 11 16 23 26 24 N N Lipton 13 13 18 24 30 3 Tetley 9 17 24 28 NO N 22 -2 Bushells 12 12 20 26 30 -2 Pukka 17 24 25 24 -1 IN w is w N W N 11 15 22 25 27 1 2 2 1 2 2 Average Table 4: Demographics - Total household income >$70k Brand Less than $50,000 - More than