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Hull City Marketing Strategy - Essay Example

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Hull City Marketing Strategy 29th, July, 2012 Executive Summary THORNTONS PLC Throughout history, Thorntons PLC has been a remarkable trader and producer of chocolates. The company has successfully retain the strength of its brand that continues create opportunities of the future growth in over a 100 years experience in the business to offer huge variety of chocolates…
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Hull City Marketing Strategy

Download file to see previous pages... Chocolates are commonly used in Christmas time, which presents a good opportunity for Thornton to promote their products. The company continues to adapt new strategies to meet consumer’s needs and be competitive during Christmas time in Hull. It has established various strategic plans for the business to create a competent organizational process, increase its sales and margins, incentives and measurability. Different media channels will be used to promote the campaign slogan “Christmas time-chocolate heaven”. The slogan will strengthen the image of Christmas time as a great time to celebrate and have a relaxing moment using Thornton’s range of products such as variety of chocolates wedding favors, corporate gifts, and hampers boxes. The case study of the Company will provide an opportunity to evaluate the whole aspect of planning for considerable growth during Christmas time. Table of Contents Executive Summary 2 Table of Contents 2 Introduction 4 SWOT MATRIX 5 11 Marketing Objectives 6 111. Target Markets 7 IV Product Offering 8 V. Brand/Product Positioning 8 VI Marketing Strategies 9 Consumer Behavior 9 Marketing Mix For The Marketing Strategy 10 Product 10 Place 11 Price 11 Promotion 12 Vii Implementation and Control 14 Sales Increase Objectives 14 Increased Product/Brand Awareness Objectives 14 Viii Budget 14 Appendix 15 Appendix 1 15 Appendix 2 17 Appendix 3 17 Appendix 4 17 Available at: Financial Times LTD 2012, Thorntons PLC Markets data: http://markets.ft.com/Research/Markets/Tearsheets/Business-profile?s=THT:LSE 18 Works Cited 19 Introduction Christmas time is an entertaining forum where the concept of gift exchange is much eulogized. It is a season that main waits with expectations as they appreciates and end the year with the loved ones. Indeed, this season raises the need to exchange gifts to the loved ones and as chocolate remains the best gift for someone special. In the British culture, chocolates augment love language and thought as romantic (Hull City, 1961). During Christmas time, most young couple regard exchanging gifts to their partners as a sign of love and appreciation. Particularly, most men pamper their women with gifts as they are beings who are relationship oriented. In most cases, women are given chocolates as presents as it enhances the feeling of being cared, pampered, and loved. Many people believe that there are creative ways of using chocolates in Christmas time besides eating them. For instance, Clayton (2009) believes that it can creatively used in bedroom for sensual treat and a key ingredient of feeling good. Thornton can utilize this to promote their products during Christmas season as a perfect way of showing appreciation to the loved ones and creating a relaxing moment. To promote products, the marketing strategy plan will present a SWOT matrix, identify the marketing objectives along with target group, product/brand positioning, and product offering. Eventually, the company will present the budget implementation and control of marketing planning. This will create a platform to understand the key strategies of being competent during Christmas seasons. In doing this, we will highlight the major competitors of the company to highlight the possible strengths, opportunities, threats and weaknesses of the ...Download file to see next pagesRead More
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