• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

introduction to marketing

Extracts from this document...


BTEC National in Business Unit 3 Pass 2 Introduction: In this part of the assignment I am going to analyse Cadburys Fuse Bar with the promotion within the marketing mix. Marketing Mix includes five P's * Product * Price * Place * Promotion * Packaging Confectionary Consumption in the UK in among the highest in the world. Chocolate confectionary accounts for around 70% of sales value in the UK market, with sales of sweets at around 30%. These figures show that chocolate in UK is very popular snack; therefore the production of it is very important. Because people like the chocolate so much they need different tastes of the chocolate to suit different customers needs. Innovation is very important therefore it is important that old products are being updated from time to time and new products are developed to satisfy customers. By launching of Cadburys Fuse, the company has increased the number of customers and increased market share. The product was so successful, that it helped to achieve Cadburys aim to increase their market share. Product Product is what company sells in order to make money. Good product means higher sales and profit. Successful product may increase market shares and attract more customers to the business. One product could encourage customers to use other products of the business, for example if a customer likes one product he/she may be interested in trying other company's products expecting that they will like other products too. ...read more.


Because of that Cadburys should sell their Fuse bar in places where customers would usually go to buy some snacks. These places could be kiosks or corner shops. Cadburys only sell directly products to the customer online. Cadbury's does not have their own brand shop. To attract customers to buy Cadbury's products online, Cadbury's should promote their products on the web sites that are mostly used by people who are likely to buy Cadbury's products. These could be gifts web sites, or food web sites, for example, when advertising on gifts web site, Cadbury's advert may attract customers attention to buy some chocolate as a present and also advertising on the web sites that are mainly used by Cadbury's customers. Again, example of this would be advertising on the websites that are mainly used by females. Most of the Cadbury's products are available from supermarkets. It is important for Cadburys to gain the support of its trade customers. Retailers such as ASDA and TESCO must make sure that they have the right tactic of attracting the customers. It is important that the retailers who sell Cadbury's products have a good reputation and has a lot of customers. If the product had failed to interest retailers and distributors, the costs of investment would not have been met and they would not have stocked the product. To make sure this does not happen, Cadburys has conducted one-to-one briefings with over 70 key trade customers. ...read more.


The vibrancy of the design aimed to differentiate it from other products in the sector so that it would have an immediate point-of-sale impact both on-shelf and in store display units. Three different packaging formats were developed in order to maximise the various multi-purchase opportunities available. The key pack size was the single bar, designed to entice trial and to encourage repeat purchase. The 'treat size' and the multi-packs were aimed at families. Promotion is Promotion within the marketing mix Price: importance of price, factors affecting price, pricing strategies/ very similar to economics. Very similar pricing techniques. Penetration, new comer to the market. Coming to new area to set lower prices to get customers. Chocolate market very competitive, very competitive prices. If you set the higher price customers go somewhere else. Fuse bar has enjoyed monopoly for a long time. They were able to change premium price. Gives them opportunity to get research costs back. Those pricing strategies get opportunity to get money back. When competitors entered with similar products they had to go back on competitive pricing. Changing price using different size of the products. Better value to sell more products. If you get your price wrong, doesn't matter anything else, your customers get lost. What would customers be prepared to pay for the products. This is a good market research. Promotion: of products and/or services; advertising, publicity, public relations, purpose, objectives, cost vs benefits, short term and long term; exhibitions, personal selling, public relations, sponsorship, direct marketing, corporate image Packaging: eg appearance, message, distinctiveness, appropriateness, functionality, integration in mix ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. What different types of pricing techniques are available to Cadbury?

    Customers will feel that Cadburys can't be trusted. In this case Cadbury always try to give their customers the right description. If they don't then they will have to suffer the consequences. It could be that an image of a bad reputation is portrayed and prices and demand would decrease.

  2. Marketing Research. Explain how different marketing research methods have been used to make a ...

    use methods such as conducting face to face surveys in the local area to get answers from the people that would be likely to use the service. A service or product that may be sold nationally would need to find information on a wider scale and using methods such as telephone and online surveys may be more appropriate.


    This legislation covers both the employer and the employee. Some examples of these rights are; Rights of Employer: - Expects the worker to come to work on time. - Expects the worker to have qualifications they have stated. - Personal characteristics. - Do the job you are asked to do.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    | | |to use | | | Task 1 C An explanation on how marketing and market research have affected my choice of strategy Before I started doing my market research I was planning to launch a new flavour of Coca Cola, which was banana, I also decided to do this banana flavour as a fizzy drink.

  1. Marketing Aims and Objectives - with examples from major companies.

    Ideas 2. Screening of ideas 3. Marketing analysis 4. Product development 5. Testing 6. The launch and commercialisation As new products go through this process continuing to work through the stages of development there is a mortality rate. The fall out rate shows that the business removes many ideas and product samples as they progress through

  2. Unit 3 - Marketing Research And Marketing Mix

    Secondary market research for GlaxoSmithKline Overall Soft Drinks Consumption In 2008 due a tough year which saw another wet summer and the credit crunch. Despite this, soft drinks maintained their resilience registering a 1% value increase and a marginal volume decline of 1.1% to stand at �13 billion and 13905 million litres respectively.

  1. Thorpe Park Marketing Mix

    Pricing may begin with penetration pricing in order to build market share quickly, or skim pricing in an attempt to restore development costs. Until customers show a good enough interest samples can be used. Thorpe Park uses promotion in order to create interest for potential customers and aimed at the target audience.

  2. P5 Introduction to Marketing: What is Market Segmentation?

    of which marketing techniques are most effective for both B2C and B2B. http://www.marketingprofs.com/charts/2013/10420/b2b-vs-b2c-marketing-top-objectives-tactics-and-metrics From this research it is clear to see that the most effective marketing tactic for both B2B and B2C is Email Marketing. However this is where similarities end as Content Creation and Lead Management are much more effective for B2B than they are for B2C.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work