The report will give a brief overview of the marketing mix and then analyse and explain the influences and patterns of consumption through individual psychological behavioural concepts.

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ContentsPage1.0Introduction22.0Marketing Mix2.1Product2.2Product Mix2.3Branding and Packaging32.4Price2.5Place 2.6Promotion3.0Patterns of consumption3.1Routine problem-solving44.0Psychological Influences4.1Motivation4.2Personality54.3Perception4.3.1Selective attention4.3.2Selective perception64.3.3Selective retention4.4Attitudes4.4,1Cognitive attitudes4.4.2Affective attitudes85.0Targeting Group Segmentation6.0Summary9Appendix 1Pot Noodle Website10                  1.0IntroductionUK consumers are working longer hours than any other EU country.     Working weeks now include Saturdays, Sundays or out of hours due to the increase in hospitality and service industries (Henley, 2000).  Changing working patterns and an increase in part-time working, has led to consumers leading busier lifestyles and influenced staggered eating times (Mintel 2003).   Instant snack market products like Pot Noodle, support busier lifestyles through convenience.  Pot Noodle (part of the Unilever group) is a snack product, which is reputed as a cheap low quality product.  Launched in the UK in 1979 Pot Noodle is the 23rd largest food brand in the UK (Unilever Best Foods). Market share is 95% (£105m) of the instant hot snack market (Western Mail, 2004).The report will give a brief overview of the marketing mix and then analyse and explain the influences and patterns of consumption through individual psychological behavioural concepts. These will be inclusive of motivation, perceptions personality and attitudes.   Examples will be given of how marketing activities have been adopted to target group segmentations. 2.0Marketing Mix2.1ProductThe product is a dried pasta snack for one person.  It can be made quickly and requires no washing up. The product is suited to those who do not want preparation, do not want to spend much on a snack or would like something quickly that is hot and filling. 2.2Product MixProduct diversification offers new products in existing markets and existing products in new markets by meeting the needs and wants of different types of consumers.The Pot Noodle product line has a depth of 10 different flavours, of which 9/10 are suitable for vegetarians (Western Mail, 2004).  Product width consists of:Pot NoodlePosh Noodle (sophisticated)King Pot Noodle (bigger for hungrier males)Pot rice (alternative to noodles)Pot pasta (contemporary less messy to eat)Fun Pots (smaller pots for 4-9 year olds). (Unilever Best Foods)This gives diversification and choice for the consumer and increases opportunities for expansion of the target market.  New flavours like Bombay Bad Boy give new and renewed interest for product trial through brand extension (Mintel, 2003).2.3Branding and PackagingBranding informs the consumer quickly of the product type with instant recognition and a guarantee of consistency.    Packaging has stayed consistent with the brand with exciting bold colours that refer to the flavour of the snack.  The latest catchy slogan is found on the latest pots with zigzags around the logo, which correlate with the product image of risqué and exciting (see fig 1).  Consideration for the end user has been integrated in the pot design. It can withstand heat to be used for consumption and is disposable.2.4PriceA Pot Noodle costs 69p (based on Tescos Prices as at May 04).  Pricing strategy is penetrative and differential for low cost and best value for money to give competitive price advantage against substitute snacks like packaged sandwiches.   The low cost of the product is reflected in the highest percentage of sales, which come from the lower segmented
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Socio-economic groups C2, D and E (see graph below).2.5Place Pot Noodle is readily available from supermarkets, shops and even specialist vending machines.  Media advertising is inclusive of television, cinema, poster, radio and even kebab-wrappers.2.6PromotionPromotions create the perception of added value to the product, which can influence buying behaviour. Money off coupons, competition prizes and instant wins are amongst the promotional techniques used.  The current promotion is ‘Win a tasty holiday’ (As promoted at Tescos, May 2004).3.0Patterns of consumptionTime and energy are factors that can influence behaviour (Henley Centre 2000).   Consumers are not always ‘involved’, decisions are often dependant on time, ...

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