Camborne Ices marketing mixes in Singapore
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Introduction Camborne Ices was established by John and Evans in 1988. The company produces and sells a wide variety of premium quality organic ice creams throughout Singapore. Now, with an attracting to the developing of Vietnamese ice creams, Camborne plan to explore and expand into Vietnam. The purpose of this paper is discussing about the major marketing mix variables as classified, which are: Product, Price, Place (distribution) and Promotion. It will be refer to this company how the products are chosen and developed, the price range, places fir distribution and the promotional strategies could have to use to promote in this market. In addition, it will also try to find out additional elements of marketing mix: People, Physical Evidence, and Process and give some suggestion to the Camborne Ices regarding to the marketing mix. The end of this paper is identify the different between international and domestic marketing, that can assist to company's plan. II. Marketing plan 1. New product development is chosen to and development to meet customers and the organization's needs: New product development based on great tasting high quality organic ice creams is the central to the growth of the company. Costumers always look for new and improve things which are why company should improve existing products and create new ones. The new ice cream flavors called "Spice Rack" and "Root Ginger Twist", "Cracked Black Pepper", "Cassia Spice" was launched and so successful in Singapore. In this target market, where food culture is influenced by Mexican, Chinese and Indian spicy food, many people like spicy flavor; or just because this new flavor brings a new experience about ice cream tasting, they will be attracted and satisfy with a new taste. These need products can easily meet the demand. As there is a growth potential in Vietnamese ice cream market, Camborne ices plan to launch these new products to Vietnam. However, it is known a fact that not everyone buys or consumes the same product.
4.1 Sale promotion: Sales promotions for example includes free samples, discount, rebates, coupons, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc. Free samples are a good marketing tool for company to promote and push its products to the market. The company can create some kiosk providing free samples at shopping center. By this way, the costumers can directly have experience about actual physical products (Abingdon, D.2006). People, also, like to get something for free, and do not refuse to try the product. The closer the costumers can get to products, the greater chance to sell products to them. In order to attract and make retailers work harder, it is necessary to company to offer discount and allowances. Because retailers are the ones who to be close to the costumer, they always choose to carry and sell the goods which most satisfy their costumers. As a result, when company can make retailers order high volume also means increase in revenue and costumers Another way to find and sell more costumers is trade shows. With an attracting design, creating game for costumers, and should have some discount products, even at a half price, the company can get people stop and buy. The company can, also, create its own contests. By creating contests, it will help you gather names and marketing information from those who take part in. What's more, it helps to build company recognition, make a public awareness many other promotion opportunities (Abingdon, 2005). For example, a company contest could be "name the new product" contest. Invite costumers to name the new product and give a prize for the winner. This can catch high public interest and make Camborne Ices friendlier in costumer's mind. When the company becomes friendlier to costumers, they will buy company's products. The winning idea can be used in future advertising activities of company. 4.2 Public relations: Camborne Ices planning to launch their brand, it is better to them to create a buzz.
The company must learn culture, attitudes, purchase power of consumers, distribution strength, politic, economic future condition... The company might be failure in finding reliable statistical information or wrong information. This will relate to failure in choosing the target consumers and adapt the marketing mixes. One big problem for export - company is when they gain market share in other countries. The local government is likely to set up resistance (i.e tariffs, dumping charges) in order to protect local companies. When export to new market, Camborne Ices must choose carefully the strategic partners: the authorized dealers, distributors... They are the ones who understand and have close relationship with that market, and local people. Like in home market, the partners need to be given incentive to encourage they work harder, to grow the market as fast as possible. The product price in the entering market may be not the same in home market. In developing countries, the company should offer their product with another benefits or lower price than offering in home market. They have to concern about long term strategy , purchasing power or the quality of other competitors. III. Conclusion To summarize, this paper discussed about marketing mix - one of most important elements in marketing. Various elements affect in the marketing mix of company. This paper also provide opinion about marketing mix for Camborne Ices - which produce so many variety of unique and high standard ice cream, in order to identify the most effect way to satisfy both the costumer and organization needs ands wants Reference Kotler, P. 2003. Marketing Insights from A to Z. New Jersey. John Wiley & Sons,Inc. Armstrong, G. & Kotler, P. (2005). Marketing: An Introduction 7th edition New Jersey: Pearson Prentice Hall. Bao Viet Sercurity Company (BVSC), 2006. Kido's report2006. Abingdon, D. 2005. Out of the box marketing. London. Thorogood Publishing Ltd Van Nam, 2008. Ice cream war, The Saigon Times Online.[Online]. Available at: http://www.thesaigontimes.vn/Home/doanhnghiep/chuyenlaman/4921/ Marketing teacher website, 2008. Marketing mix, Available at http://www.marketingteacher.com/Lessons/lesson_marketing_mix.htm The Times 100, The extended marketing mix (7P's). Available at : http://www.thetimes100.co.uk/theory/theory--the-extended-marketing-mix-(7ps)--319.php
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