Guneet Wadhwa
UNIT 3 - Marketing


1. Introduction

   2. Primary Research
      secondary research

   3. Questionnaire

       Questionnaire Analysis

   4. What is marketing?

   5. The Market Strategy

   6. Principles of Marketing

   7. External Influences

   8. Evaluation of Marketing               Strategy

   9. Appendix

  10. Bibliography

Marketing

Introduction:

I have been asked to do a coursework on Marketing where need to produce a marketing strategy for a new or existing product. I have to work on how the strategy is based on the principles of marketing how I use sources of primary and secondary marketing information how I analyse the marketing context and work on the strategy how I develop the product, which meets the customer’s needs.

Primary Research:

Primary research is the research that is original and is obtained manually involving range of methods, such as questionnaire and surveys. I will be carrying out a questionnaire to discover the opinions of the people and their thoughts about the new product. This questionnaire will help me provide a detail of the pricing of the new product, what people think about the new healthy product and this will also help me create the product using people’s thoughts and views.

Secondary Product:

Secondary research is basically promoting your product technologically using the Internet. The secondary research will also help me extract information about the competitors, marketing skills and strategy using the Internet and their data. I will also be looking at the Cadburys to view its marketing methods in terms of promoting the new product.

In this assignment I am launching a new chocolate bar called GEMINI 2 in 1 sugar-free chocolate for the Cadbury’s Company. This chocolate is aimed especially at young children and at the diabetic people. The new Cadbury’s product will be having low-calories to suit the needs of the young children and diabetic people. Through the help of our questionnaires we will be able to set a reasonable price for this chocolate and choose the right filling. The questionnaire will be able to inform us that if it is a good idea to launch a healthy product that reduces health risks for the diabetic people and encourages children to buy more chocolates.

Cadburys:

It is one of the biggest international beverage and confectionery companies in the world with a market capitalisation of £9 billion. With a history stretching back over 200 years, today Cadbury Schweppes employs around 54,000 people its brands are enjoyed in almost every country around the world.

Their products fulfil a broad range of needs. Their beverages quench thirst, provide refreshment and taste and reflect lifestyles. Our confectionery offers energy, taste, rewards and gift opportunities.

      Cadbury’s Sugar-Free chocolate Questionnaire

The questionnaire is created to view the thoughts and opinions of people concerning the new sugar-free chocolate specially launched for diabetic people and young children. I have managed to query 50 people with different age groups. The questionnaire contains the results which have been observed.

  1. Age Group:     10-20 = 15     20-30 = 6  30-50 =  9   50+  = 20
  2. Gender:   Male = 22  Female = 28
  3. What type of chocolates do you buy?
    Mars = 16  Snickers = 8  Twix = 5  Cadbury’s Diary Milk  = 8  Kit Kat = 6
    Timeout = 3  Milky Bar  = 2  Other  = 2  
  4. How often do you buy chocolates in a week?
    once a week = 17  2-3 times a week  = 22  3-4 times a week =11
  5. Would you prefer to buy low-calories, sugar-free chocolate?
    Yes =35  No = 15
  6. Do you consider the price of the product when purchasing it?
    Yes  = 32  No = 18
  7. How much are you willing to pay for a low-calorie sugar-free chocolate?

15p-20p = 13     20p-30p = 14   30p-40p = 17     40p-50p = 6

  1. What type of filling you would prefer?

Carmel = 18   fruit and nuts = 20   toffee = 8   mint = 4

  1. Do you buy a chocolate according to the taste or the look of the packaging?
    Taste = 44   look of Packaging = 6
  2. Are you willing to buy a chocolate with new and different flavour?
    Yes = 46  No = 4
  3. Where do you buy chocolates from?
    Newsagent/Local Shop = 28  Supermarket = 15  Other = 7
  4. Where do you hear most about your chocolates from?
    TV adverts = 11  Posters =17  Internet  =12  Other = 10
  5. Do you think sugar free chocolates will reduce the health risks for diabetic people?
    Yes = 37  No  = 13
  6. Do you think this would encourage Diabetic people to eat low-calorie, sugar-free chocolate?
    Yes = 34  No  = 16

Evaluation of the Results

  1. Age Group:

As you can see form the graph that old people and young children have participate most in this questionnaire, which means the targeted audience that was targeted is happy with the launch of this product.

    2.  Gender:

The graph tells us that female have voted the most which means female eat most chocolates.

 

    3.  What type of chocolates do you buy?

The graph shows that 15 people have chosen Mars chocolate as their favourite chocolate, whereas only 8 people have voted for Cadburys which means that Cadburys should launch the new product to increase their popularity and sales. It also gives us the competitor’s view where the competitors are very effective and it would be a challenge for the Cadburys.

  4.  How often do you buy chocolates in a week?

The result shows us that a lot of people have chosen 2-3 weeks that means chocolates are very popular and people do eat chocolates very much, this will be a positive factor for the Cadburys to launch a healthy chocolate that will be eaten more.

 5. Would you prefer to buy low-calories, sugar-free chocolate?

70% of people have agreed with the launch of this new sugar-free chocolate. This shows that many people are happy with the health and concern that Cadburys has decided to provide, which is a good factor towards the encouragement of the new sugar-free chocolate.

6. Do you consider the price of the product when purchasing it?

A Lot of people consider the price of the product when purchasing it this means that price should be considered and should be what the customers want.

7.  How much are you willing to pay for a low-calorie sugar-free chocolate?

This type of question helps us to set the price of the product and this results shows that 18 people have chosen the price between 30-40p which is not too high and not too low.

8. What type of filling you would prefer?

40% of the people have chosen fruit and nuts, which means it is a good idea to launch the chocolate as in 2 in 1, to be tasteful and healthy.

 9. Do you buy a chocolate according to the taste or the look of the packaging?

The taste of the chocolate is considered very much because as most of the people have voted for the taste which means Cadburys will have to make it delicious in form of healthy product. The packaging also matters to some people so the product should be attractive and eye-catching.

10. Are you willing to buy a chocolate with new and different flavour?

Again a lot of people 92% have agreed with the launch, which is a push factor for Cadburys to come up with a new product to dominate the market.

11. Where do you buy chocolates from?

The result shows how popular Cadburys is it shows the newsagents and the supermarkets are very popular to supply the product.

12.  Where do you hear most about your chocolates from?

Posters are the most admired way of promoting the product. It should benefit Cadburys by promoting their in new product from posters because as posters are the cheapest way of advert so it will help them reduce costs.

13.  Do you think sugar free chocolates will reduce the health risks for diabetic people?

37 people have said yes and they do thing that it will reduce health risks for the diabetic people, which is an extreme encouragement of the Cadburys to launch the new sugar-free chocolate for the diabetic people.

14.  Do you think this would encourage Diabetic people to eat low-calorie, sugar-free chocolate?

68% of the people have again agreed with this launch it will encourage the diabetic people and Cadburys. This is a great support for the Cadburys which gives them confidence to launch more product like this chocolate.


What is Marketing?

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Marketing is the process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to satisfy individual and organisational objectives.  Marketing is concerned with the decisions that relate to a business customers, competitors, and promotion of the firms. Marketing focuses on how customers make choices and how companies should design products, services, and programs to satisfy their customer needs.

Marketing is a process. It does not have a start and an end, but is ongoing all the time. Business must be prepared to respond to changes that take place. This is shown in the figure below:

                                 

Market Research:

Market research is the analyses of the actual, or potential, market for a good or service. Marketing research includes additional research into the product, the promotional vehicles, and the economic and business environment.

For preparation of Marketing Strategy for Cadbury’s, that we have to operate some market research, which will include the gathering of Primary Marketing Information and Secondary Marketing Information.

While preparing the marketing strategy for Gemini 2 in1, competitors are taken into consideration. The market share of various competitors, there position in the market and the demand for these products are the important points to be taken into consideration as this will help to determine the strengths, opportunities and weaknesses of our product for Cadburys.

Evaluation of Primary Information

According to the questionnaire received and graphs prepared, I have now evaluated what the consumer need. We have observed that amongst the different, those females eat more chocolates than males. The most liked fillings are caramel and fruit & nut and people are willing to spend money on a new chocolate bar. Looking from the evidence of questionnaire the graph indicates that 35 numbers of customers do think that low-calories, sugar-free chocolate will reduce the health risk for diabetic people and will young encourage children to buy more of these sugar-free chocolates. Taste of the chocolate is more important that the packing, which suggests that it, would be better to focus more on taste. The questionnaire and the graphs imply that most of the customers have agreed to the price of 30-40pence for Gemini 2in 1 pack but this will be also decided according to the cost of production and the price planning prepared for the product.

Advertising is very important in terms of promotion, it is vital product should be effective. In order to advertise Gemini 2 in 1 I am going to concentrate more on the Poster advertisement because large number of customers hear about their product by viewing posters, which also indicates that Gemini 2in1 should be supplied more in Newsagents/Local shops as 28 out of 50 consumers consider the place Newsagents/Local Shops.  Lastly the overall evaluation of the questionnaire show that customers are content with the launching of new low-calorie, sugar-free chocolate and which shows that this chocolate should mainly be targeted to young children and diabetic people.

Evaluation of Secondary Market Information

As soon as Primary Data is published it becomes Secondary data. The benefit of secondary information is that it can frequently offer different interpretations of the same information. However, the obvious drawback with secondary information is that, it can be open to misreading through subjective analyses. For the purpose of preparing marketing strategy for Gemini 2in1 for Cadburys, various sources are used to receive the secondary market information.

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Following are the sources of secondary information used:

The books, Internet and information provided by different chocolates companies.

As a market develops, consumers become more experienced and discerning and look for more benefits from the products they choose. Although some organisations products may appear unchanged at this developed stage of a market, the more successful businesses re-work existing brands and continue to develop new ones to meet changing consumer needs.

Product Research:

In this research I will be researching on my product, to see how the product is created and verifying different aspects of ...

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