Mickey and Barbie and Strawberry Shortcake: children playing in promotional webs

Many children in 'western' societies experience their circumstances through the ideas, stories, characters and values embodied in a narrow range of games, toys, videos, movies, etc. produced by a small group of companies - based mainly in the USA. These companies deploy their huge economic and cultural resources in integrated marketing strategies that can make it hard for children to avoid encountering brand name goods and services designed and marketed specifically to entice them. These marketing strategies can also make it hard for adults to deal with children's fascination with brand name goods. This article tracks the development of the complex organizational, legal and economic corporate relationships at the heart of integrated marketing strategies and explains how they can affect children's experiences of their world. It asks whether the current narrow range of entertainment products and services for children reflects the social and cultural diversity of contemporary societies and asks how to create equally attractive alternatives.

Strawberries any-time, any-day, any-where : a strategic marketing analysis

While the number of Australian strawberry producers has declined by 40% over the past decade the value of production has increased by 58%. Such changes reflect structural changes occurring within an increasingly competitive industry. This paper discusses a study that was conducted to develop a marketing strategy that was conducted in order to reposition an industry so that it may grow in the face of a maturing product life cycle.

To establish a benchmark position, an industry analysis based on the Five Forces model was first undertaken. This analysis was followed by a consumer analysis which consisted of (a) a series of focus group discussions and (b) a comprehensive consumer marketing research survey. The findings of this survey enabled a series of market segments to be identified and profiled. Based on these results a strategic marketing communication campaign aimed at increasing strawberry consumption was developed and implemented.