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introduction to marketing

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Introduction

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.

Middle

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.

Conclusion

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.

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