IndexExecutive SummaryOverviewExaminationAnalysisRecommendationReferencesExecutive SummaryThis reflective summary will provide a broad overview of a2 milk based on the material gathered during the first and second evaluations and also the ideas and understanding generated during the 'entire course in consumer behavior and marketing psychology. Since milk is considered an essential aspect in every individual's daily life, this journal will look into how and what makes a2 milk different from other brands and what advantages it has possessed so that it has a higher demand in the market among consumers. . At the same time this magazine will try to critically analyze; what are the criteria that influence an individual to purchase and consume a2 milk and what can be done to maintain its sustainability on the market. Finally after the analysis it will try to give some recommendations to a2 milk regarding the product, market, customers and some other aspects which will help to increase its demand and customer demand ratio. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay OverviewMilk is something we consume from the beginning of our lives and is what most of us start our day with. Milk is considered healthy for well-being as it helps us feel full of energy and ready to tackle study or work. Milk can help manage the symptoms of many physical and mental health conditions and even improve our mood. Milk is also essential for blood clotting, wound healing, muscle contraction, maintaining blood pressure, supporting sleep, muscle movement, learning and memory, training, growth, and bone repair and so on. a2 milk was produced keeping the health of the consumer in mind. a2 Milk was officially started in New Zealand in 2000 by Corran McLachlan and focuses on the production, marketing and sale of healthy dairy and dairy products in Australia, New Zealand, China, the United States and the United Kingdom. Its unique feature is that it produces milk containing only A2 beta-casein while normal milk contains both A1 and A2 beta-casein. Some studies claim that A2 beta-casein is a safer choice while A1 beta-casein can be harmful to your health. According to Xie, 2018 a2 Milk is a global branded dairy company with deep-rooted marketing expertise, has gained momentum in the market after introducing infant formula, and has achieved rapid growth and significant market in most of the villages. Everyone has seen and praised the achievements in recent years, but they have overlooked the fact that the overnight success story is the result of 18 long years of determination. LaFrenz emphasized that the success of a2 milk is built on growing consumer demand due to their concern for health and well-being, interest in knowing where food comes from and people's increasing standard of living. A person's purchasing decision about a2 stems from feelings of love and belonging, physiological needs and safety needs. Exam Today's consumer is concerned about what they drink and eat. Harvey (2018), states that the marketing mixes of a2 milk are product, price, place of distribution and promotion. ProductA2 Milk has evolved its unique name, design and features to emerge in the global market. They considered product strategy, variety, packaging, features, brand name and also service expansion. They also haveemotionally connected their consumers through its products and services. A2 milk is known for its traditional design which can also be consumed by its customers. PriceA2 milk assessed the value of the product based on the reference market and the consumer; they focused on the price list context based on variety, payment and discount. They offered lower prices than their competitors and won market share through discounted prices. Today, consumers care more about the cost of obtaining, applying and adapting the product rather than the price. Place of Distribution The company has made the product available to its customers through various channels and distribution partners so that it can meet the customer's needs. The channel involves wholesalers, retailers and online resources such as Amazon and also has its own online site. Promotion Promotion is one of the most important factors for marketing a2 milk. He has always mixed high and low in terms of promotion. They advertised their product on television, radio, print ads, etc. at the time of launch and nowadays they are more active in social sites like Facebook and Instagram, etc. The first thing they considered was their unique selling point and how it was different from others, that is; containment of only a2 beta-casein. They also adapted the high-profile advertising strategy that raised the company's market and created a brand image. But most importantly they had a specific target market to sell the product to based on age, income, gender and social status where they combined this information to promote their product effectively. People The a2 milk sales and marketing team is actively researching and implementing a market strategy to increase product sales with consumer satisfaction in mind. ProcessMilk is always available in store and if stocks are running low the retailer notifies the company and replenishes itself so that the customer receives milk every time. A2 Milk is also carrying out research to know the market demands and ensure that it works based on the feedback it receives from the retailer, the entire seller and the customer. Physical proof The color of the packaging and its design make it easy to identify in any store. Also, in every store or supermarket they have a specific shelf, designed in their own way so that the customer does not face any difficulty in finding it. For their online website they provide high quality images along with the price and composition which makes it easy to use. Motivation and belonging are other factors that push towards a particular product. As far as a2 milk is concerned, motivation and belonging are linked to each other. Since a2 milk is considered safe for health, a person is motivated to purchase milk not only considering the brand and image of the product but also the health of himself and his family, especially newborns. Newborns are shifted to A2 milk rather than regular cow's milk, as it provides goodness for breastfeeding. Some significant research-based evidence has also helped in the marketing of a2 milk, so healthcare professionals have endorsed the fact that it is a safer choice and they are also consumers of a2 milk.AnalysisThe survey report conducted for the second Assignment proves that a2 milk is gaining an edge over other popular brands. It is considered a good source of protein and also aids in digestion. A2 milk is also preferred by lactose intolerants and is considered nutritional compared to other milks. This is why the A2 milk market is growing and yespredicts that it will reach even higher levels in the future. The cow that produces a2 milk does not have any genetic alterations or artificial adjustments. It has been examined several times to confirm its purity. Its actual market position depends on information and knowledge of potential customer needs. Along with potential customer needs, it also considers the existing consumer, their attitude, needs and expectations. It has been identified that different consumers are influenced by different factors, such as culture, social factors, individual factors and physiological factors. It also analyzed how needs and expectations may differ from each other and what may be the probable cause.Based on these factors, a2 milk provides variety of products and services and earns profits. Identifying the market size is the most important aspect so that you can know and understand the measurable difference. A2 Milk has identified and conducted market research to understand the consumer's buying/purchasing decision-making process and acted on it effectively. They have a correct understanding of the criteria by which the consumer buys the product such as price, gender, culture, social factor, age, location, etc. According to Jain, cited by Kurajdova and Petrovicova, a consumer's purchasing decision is determined by four factors, economic factor; income, credit, economic condition, standard of living, credit, etc., sociological factors such as family, social class, reference group, culture, etc., psychological factors such as learning, motivation, beliefs, attitude, image, lifestyle, personality, etc. And personal factors such as gender, age, occupation, family, social status, etc. It also analyzed the market trend and monitored the legal, economic, social and political changes as they act as an important character in the market. According to Market Watch, it is known that increasing production level and expanding livelihoods are important factors set to boost the market, along with the fact that people's knowledge and awareness towards a2 milk is bringing the consumer to switch from normal milk to a2 milk. . However, the price of milk compared to competitors is high and the lack of adequate evidence and scientific proof on the benefits of a2 milk is hindering the growth of the market. RecommendationRegular researchA2 milk is strengthening its image on the market thanks to the factor that has digestive properties. wellness prosperity having no a1 protein compared to regular milk which contains both a1 and a2 protein. They still run the risk of information circulating that the benefit of having a2 milk has no potential benefit and reject the scientific argument and customer experience. If this happens, it will be difficult for a2 Milk to continue to be sustainable in the market and gain customer trust. For this, they must conduct the research themselves from time to time and ensure that they meet the requirements to avoid the risks generated by the research. Collect feedback from your customers and work on it. Competitor Recommendation If there is a product on the market it is certain that they will have competitors. To face and defend the competitor it is necessary to always maintain an image that is differentiated from others on the market. It is a leader in the market as it is free of a1 protein unlike others, but there are chances that other brands may produce milk consisting of only a2 protein. In such cases, they should always be ready with a backup plan to prove themselves better than others. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Recommendation: