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What recommendations would you make to Paynes to develop the marketing mix of the Poppets Range?

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Introduction

Coursework What recommendations would you make to Paynes to develop the marketing mix of the Poppets Range? The objective of this coursework is to be able to improve the marketing mix for Paynes and the product Poppets. To do this I intend to look at which parts of the marketing mix Paynes has used well and explain how they have done this well. I will also be pointing out what Paynes have done badly and then suggest how they could improve these things. To do this I will use a database to find out what people think of Poppets. I will go to www.paynes.co.uk and www.poppets.com to see what methods of marketing they are using. I will try to get as much extra information from books and the Internet as possible. I will then, as stated above, use this information and analyse it so that I can improve the marketing mix for Poppets. Background Paynes started off as a small corporation selling tea and coffee to the United Kingdom. However between 1905 and 1910 Paynes saw a gap in the market with cocoa based products. By 1910 Paynes was well known for its confectionary chocolate-based products. With the expansion in sales it quickly became evident that a new factory would be necessary to keep up the supply with the demand. And so the Corydon Paynes factory was erected. Paynes always managed to control the quality of their products by managing the production themselves and by producing their own raw materials. ...read more.

Middle

We can take for granted that this survey was taken in the South of England and therefore more people from the South would have been interviewed than people from the North and from the Midlands. Below: A graph showing how many people prefer each flavour of chocolate. As you can see from this graph more people enjoy chocolate on its own than chocolates with fillings or extras. This is helpful to know as it could aid Paynes in the development of new Poppets and in development of an all chocolate Poppet. It could save them money as they would not have to spend money on extra ingredients. With this information Paynes could save money but would still have to concentrate on making other choices as well as the margin is very small between the favoured flavours. As we can see from our results people buy their chocolates from a variety of shops and places. Even though this is true we can see that the local shop and supermarket is the most common place for people to buy their chocolate. This is helpful to know as it could aid Paynes in the shipping and distribution of Poppets. Paynes could concentrate on sending their Poppets to these places and have less of a stock at others such as town centre shops and sports centres. Paynes can therefore market their product in certain places and get the distribution right. ...read more.

Conclusion

Paynes could therefore have a flavour that would fill this gap in the market and get more sales. Above: A pie chart to show the strengths and weaknesses of Poppets. From these results we can see that Paynes needs to work on price and on where they sell their product. People seem to be aware of the advertising and happy with the flavours and therefore Paynes can see that they need to put more money and research into where they can see their goods and how much to sell it for. I explained earlier about price but getting a key position is vital for a business to succeed. Paynes can sell more at supermarkets and newsagents as researched as the most common place to buy Poppets and try to get their product better known. Conclusion To conclude I believe that Paynes have recently made good changes to their marketing strategy. They are targeting new audiences and have given Poppets a new image. However I believe that if they are going to succeed in this area they will have to make the product affordable for this age group or they will not buy them. Paynes should also distribute Poppets into more newsagents and supermarkets where people are going to see them and buy them. I think that they also need to create a larger diversity in their flavours so that they can compete with companies such as Cadburys and Nestle and maybe even create a whole new, original, product. ...read more.

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