Children aged below 14 are another segment to focus on. A statistic conducted in 2004 reveals that there are approximately 1,323,995 residents in this age group and is account for 19.7 per cent of the Australian population (total of 6,720,791) (Australian Bureau of Statistics 2006). Due to innocent nature, children are quick learners. They can easily influenced by the living environment (John et al, 2001 p133). Most of the time, children consume more water rather than they indeed need, such as playing with water. The amount of water they consume may not be major concern yet, however it will probably be a reversed situation when they become adults if their beliefs do not change.
This large group plays a very important role in total consumption of household water in the current and the future society. Research have stay out that, Children learn behaviours and values from their environment, mainly from their parents. Moreover, changing a children’s attitude and beliefs can be accomplished by spending a serious time and energy (Family Education Network 2007). Therefore, through a series of early education, for example, giving the positive perception of saving water could help reduce total water usage, and more importantly, build a strong value of wise water consumption in their future.
In order to let sellers understand buyers clearly, various marketing strategies are used toward different segments. In this assignment, International students and immigrants, and children are two groups which are targeted and will be provided suitable marketing actions for them. A country’s airport is the first image for an international student and immigrant when he or she first arrives in Australia and, every one of them should have arrived in the airport before entering Australia. Therefore, advertisements about water conservation could give the message of water shortage to all comers. In an educational perspective, some special electives subjects such as Australia studies that are tailored for people who do not deeply understand about Australia could be offered for overseas students while water shortage could be one chapter in those subjects.
What’s more, certain water conservation events could be organized in the places where international students and immigrants visit a lot, for instance, foreign social communities or china town. In those places mentioned above, leaflets or posters could be introduced in different languages to assist immigrants and foreign students to understand better. On the other hand, children, as one of the most important group of people, play a significant role in future society. Today’s attitude and belief would decide their actions tomorrow about this issue. Early education about water conservation is important regardless inside or outside home.
Kindergartens and primary schools are also believed to be valuable channels to deliver such a message thereby encouraging those educational institutions to hold more events about water conservation or include it in the curriculum must also work. Furthermore, concepts of saving water could be expressed in more interesting activities which children do almost everyday, so the message of water shortage should be included in TV programs especially those ones for kids and cartoons. Moreover, physical action is one of the main keys for children. It is far more efficient to let them experience themselves rather than listening. Summer school or Camp will be a good program for them not just to learn, but also act.
All in all, marketers use segmentation as a tool to understand more about their existing and potential customers as well as develop more effective marketing strategies for different segments. In this project, people aged 45 to 64, international students and immigrants, high income earners and children are segments developed which are the focus with regard to this issue of water conservation. As focusing on international students, immigrants and children give most value in marketing sense. Various marketing mix are designed for these groups of people in Australia.