• 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...

Introduction

Introduction To Marketing For my assignment I will be focused on marketing and Cadburys Schweppes and how they use marketing research. Then for my second task I will be carrying out a market analyses tools and apply them to Cadburys Schweppes. Then for my final task I will do a power point presentation to identify and analyses the marketing strategy used by Cadburys Schweppes and make recommendations on how it could be developed. Definition of Marketing: Marketing is an important part of making sure that the products that consumers want are available. Marketing is the process of planning and carry out the conception, pricing, promotion, and distribution of ideas, goods, services, organisations, and events to create and maintain relationships that will satisfy individual and organisational objectives. Introduction to Marketing is about Principle of marketing, marketing research, marketing information and marketing strategies. Marketing Principles are the goals of marketing: Understanding what the customer wants: Organisation has to constantly look for new products and market opportunities because the market is changing so rapidly. Keeping ahead of the competition: If the competition increases that means a dramatic change on the organisation. Communicating with customers: Even the best product distributed effectively may experience poor sales if the promotional support is ineffective. Using new technology: many marketing managers consider the use of technology as a key marketing principle. Task 1a Marketing theory includes the concept of links between the organisations corporate objectives and marketing objectives. The objectives are set out to what the business is trying to achieve. The objectives are set out by using SMART criteria the objectives have to be: * Specific - it has to state what exactly has to be achieved * Measurable - it has to be capable of measurement so it is possible to determine weather it has been achieved or how far it has been achieved * Achievable - the objective has to be realistic so it has to be based on the resources of the business * Relevant - the ...read more.

Middle

Market segmentation can be described in different way such as: * Demographic - age, sex, social class * Personality - extrovert introvert * Geographic - urban, rural * Behavioural - occasional users regular users Task 1b The purpose of marketing research is so that it helps to aim and achieve in an organisation and helps to make effective marketing decisions this is done by doing evaluation of data. Marketing research helps organisation achieve their overall objects by helping them to identify market opportunities and use to access and improve marketing activity and also helps by revealing important consumer information which helps to improve quality of marketing. Marketing research helps organisations in a number of ways to find out information about their market and business and also other markets and business. It helps identify the areas of which you are targeting with your product or service but also helps to understand what customers want and need. There are a number of ways of grouping and identify certain areas in the market this is called market segmentation but it is not jus splitting up the market area it is finding out information to help you know what it is that customers would pay good money for. There also are four types of research in marketing research and they are: * Primary research this helps to find out information by using a direct approach of you actually finding the research out the information yourself also known as field research. * Secondary research uses information that is already carried out by someone else for some other purpose not necessary the same purpose as you but you are using that other person's research to help with your research also known as desk research. * Quantitative research is research with the use of number and figure for example it uses the number and percentage of consumers that are aware of a particular product or service. ...read more.

Conclusion

A potential acquisition * A potential partnership * An investment opportunity Be sure to describe the subject for the pestle analysis clearly so that people who are contributing to the analysis, and those seeing the finished pestle analysis, properly understanding the purpose of the pestle assessment and implications. A product life cycle can be divided in to several stages characterised by the revenue generated by the product. If a curve is drawn showing product revenue over time. Introduction: Sales are slow, as the product is not yet known. Costs are high due to heavy marketing spend to create awareness. Emphasis is on advertising and distribution. The recently launched Cadbury Snaps range is an example of a brand at the introduction stage. Growth: This stage shows growing market acceptance and increasing profits. Competitors begin to enter the marketplace. The business concentrates on optimising product availability. The Cadburys Snaps range then grew and developed as well creating different flavours and different proportions for people. Maturity: The rate of sales growth slows down as the product has been widely distributed and sold. The company now focuses on creating brand extensions and promotion offers to boost sales. New product research is critical to ensure future sales. The Cadbury Snack range is an example of a brand at the maturity stage. Saturation: Sales slow down as the market becomes saturated. Profits level off and may even decline due to increased investment in marketing to defend against competitors. Cadburys has had sales slow down due to salmonella contamination in January and products had to be called back cause a decline in business. Decline: Sales slow down dramatically and profits fall off. The product may be dropped to make way for new products and the cycle recommences. Cadburys is known for it chocolate and sweet range of products but to say Cadburys was to start selling Cadburys chips they wouldn't be the most popular brand of chips and it may decline dramatically. ?? ?? ?? ?? Manpreet Chahal Page 1 2/6/2008 ...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. Strategic Analysis of Woolworths

    Because Coles' employees consist more of young workers, their experienced is less than Safeway Supermarket's relatively middle-aged experienced workers. Safeway Supermarket's core competency in this case is valuable and non-substitutable, and can the performance of its employees can outperform Coles, its competitor.

  2. Heinz Marketing. Swot, Pest And Five Forces Analysis.

    Five forces look at five key areas namely the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry. Why use it? To determine the best course of action to take. Threat of Entry Entry Barriers are low and Exit Barriers are low so firms can easily enter and leave the industry.

  1. S.W.O.T. Analysis, P.E.S.T.L.E Analysis, Product life cycle and Porters Competitors Analysis for Sainsburys.

    This can lead to trouble especially if there is some problem within food retailing in the UK or if there needs to be a source of extra growth. Opportunities � Sainsbury's alternative business presents a great opportunity for future growth.

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

    research project and what exactly the client wants you to find out. It is important to be clear about the target population that the research is aimed at. For example, in researching the market for new cars, who will the target population consist of?

  1. BTEC BUSINESS UNIT 2

    Good customer service could be as simple as having someone standing by the entrance that greets the customers as they come in. This will make the customers happy as they will feel as if they are being cared for. Quality of goods being offered could cause problems for a business,

  2. business planning unit 8

    Because I will be distributing my chocolates to supermarkets, where children as well as adults visit. Therefore I will target my customers from the age of 10 - 30, people between theses ages eat more chocolate in comparison with other age groups.

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

    Demand based pricing is also appropriate because Cadbury is prepared to sell their chocolate bean at the price customers are willing to pay otherwise they will have no demand on the chocolate bean. This is also bad because competitors such as Nestle and Mars can steal customers by lowering their prices.

  2. Marketing assignment - analysis of lastminute.com

    and meeting the needs and desires of its customers through its product mix. Unlike past marketing strategies that concentrated on establishing selling points for existing products, market orientation works in reverse, attempting to tailor products to meet the demands of customers.

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