Situation Analysis/Current Marketing Mix of Tiger Chocolate biscuit in Singapore

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Table of Contents

1.0 Situation Analysis/Current Marketing Mix        2

1.1         Current Product        2

1.2         Current Pricing        3

1.3        Current Distribution        4

1.4         Current Promotion        5

2.0         Segmentation Theory        6

2.1         Define and Explain Segmentation        6

2.2        Three Benefits to Kraft Tiger From Using Market Segmentation        6

3.0 Target Market Identification        7

3.1        Geographic Segmentation        7

3.2        Demographic Segmentation        7

3.3        Psychographic Segmentation        8

3.4        Behavorial Segmentation        8

4.0        Discussion/ Rationale of the Target Market Images Chosen Table        9

5.0        Reference List         14


1.0 Situation Analysis/Current Marketing Mix

1.1 Current Product

Providing that customer buy Kraft Tiger Energy Chocolate Biscuits (Kraft Tiger), they will get several benefits. Since this is an energy biscuit product, customer will get more energy, 9 vitamins and 6 minerals than consume another biscuit products just as vitamin B, vitamin E, iron, calcium and magnesium (What is Enermaxx? 2011) .

Packaging is the design and activities of producing the cover or container of a goods (Kotler et al. 2008, 290). Kraft Tiger has several distinctive features of packaging and labelling. Kraft Tiger provide a train illustration which explains about vitamins and minerals which are contained in the biscuits. Moreover, Kraft Tiger also have a picture of its real square chocolate biscuit in the front side of its pack. Like other products, Kraft Tiger also have halal logo for muslims, nutrition information, and expiry date.  

Whether the consumer buy Kraft Tiger, they will get some extra services. In the back side of  the pack there is information about company’s address. Thus the consumer can make their complaints to the company. Consumer goods is the goods individual consumerd purchase for personal or family use (Solomon, Marshall, and Stuart 2009, 17). According to that theory, this biscuit product is definetly used by the consumers, not business. For searching this biscuit, customer just need a little time. Kraft tiger belong to convenience product, so it will available in every supermarket. I think consumer will accept substitue product. This situation happen because most of customer think that Tiger is the same like other biscuits.

Kraft Tiger Energy Biscuit has two variants, which are vanila and chocolate. These variants come in three different sizes, 42 grams, 75 grams, and 240 grams. Kraft tiger choose to produce vanila and chocolate because the buyer’s characteristic. Children usually like chocolate and the second choice is vanila or strawberry.

                The unique part of Tiger energy biscuits is the brand logo. The brand logo appear in every cover of Tiger Energy Biscuits, it is Tigo, the tiger. If customer see Tigo, they will know that there is Tiger Energy Biscuits. The other unique part is the brand name, which is Kraft.

1.2 Current Pricing

                This product exists in monopolistic market competition. Brassington and Petit (2006, 450)  stated that monopolistic competition is the market where there are many competitors, but each has a product differentiated from the rest. Product features and benefits serve are the necessary key in this market, not the price.There are many biscuits except Kraft Tiger in Singapore. They offer different taste and nutrition to the consumers.

According to the law of demand, when the price of a product falls, the quantity demanded of the product will increase, and when the price of a product rises the quantity demanded of the product will decrease (Hubbart et al. 2009, 65). Moreover, Kraft Tiger is in elastic demand. Elastic demand means if Kraft Tiger biscuit increase their price, the demand will decrease much, on the oher hand, unless Kraft Tiger biscuit decrease their price, the demand will increase much. Thus, whether the price change, the counsumer’s demand will change as well. Since the product exists in monopolistic market competition, its price is about the same as its competitor.

                The consumer choose this biscuits, firstly because of its price. Kraft Tiger came in affordable price, 1.5 S$ for 240 gr. For this cheap price, consumer can get many nutritions which are essential. The other reason why consumer choose this product is because the distinctive features, which is brand name. Kraft Tiger is manufactured by Kraft Foods which is known worldwide as the leading food maker company in the world with the long history. Furthermore, consumer decide to buy Kraft Tiger because it is everywhere. They can buy it in any convenience store near their homes.

                The business’ cost certainly very important in determining product’s price. Kotler et al.(2008, 355) said that there are three types of cost which are faced by the company, namely fixed cost, variable costs, and total costs. Fixed costs is the costs that do not vary with production or sales level. Variable costs is the cost that vary directly with the level of production. Total costs is the sum of the fixed costs and variable costs fir any given level of production. If  Tiger biscuit’s total cost is higher than its competitor, the company have to set higher price than its competitor. It will cause a bad effect in the competition.

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1.3 Current Distribution

                Since Kraft Tiger use indirect marketing channel, which is  retailing channel in its distribution, consumers can find this product in many locations. Retailers is the intermediaries who sell directly to end consumers and may purchase direct from manufacturers or deal with wholesalers (Baines, Fill and Page 2008, 563). There are many types of retailer,one of which, that is usually sell Kraft Tiger, is supermarket. Supermarket is a large, low-cost, low-margin, high-volume, self-service store that carries a wide variety of food, laundry and household products (Kotler et al. 2008, 403). The Rapid economic growth makes Singapore has ...

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