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The Marketing Mix applied to a fast mocing consumer product - Essay Example

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Summary
As defined by Kotler, marketing mi x is the set of controllable tactical marketing tools -product, price, place and promotion that the firm blends to produce the response it wants in the target market.
"Convenience Products: are consumer products that the customer usually buys frequently, immediately and with minimum of comparison and buying effort example candy, and fast food…
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The Marketing Mix applied to a fast mocing consumer product
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Download file to see previous pages Customers tend to have built up brand loyalty due to the sentimental value that the branding has created over the years. For older customers, it may remind them of their own childhood days when their kids eat them and as for kids they will carry the memories on to their net generation. The Target customer of Cadbury associates sentimental value to it and thus Cadbury has become habitual for them.
The packaging has been consistent during the last decades. The only changes have been in sies .The packaging is localized (in local language) to communicate the message of Cadbury to the customers. The packaging emphasizes on the brand color association i.e. Purple and all Cadbury dairy milk chocolates have the same solid purple color in their packaging.
The packaging of Cadbury for the customers is convenient. It serves the function of keeping the chocolate fresh and crisp until consumption. It provides the health facts on its packaging for the health conscious people in their local language. The packaging of Cadbury, and the variants that are being offered, are made to suit the requirements of the customers. Thus the target customer of Cadbury dairy Milk seek: -
The graphics on the Cadbury Dairy milk chocolate include the net weight, graphics showing the components i.e. milk pouring into chocolate bars, the positioning statement "more to share", barcode indicating shelf life, instructions to discard wrapper in the bin and diagrams showing it is best for consumption of vegetarians
The target customer of Cadbury is: -
1. Health Conscious
2. Has positive response to the Cadbury Dairy Milk brand name
3. Likes to share the special moments in life with other people as demonstrated by the positioning statement.
4. Is conscious of the freshness of the product he is consuming
5. Best suited as an in between meals snack for vegetarians.
Product support services
Unsold bars that have exceeded their shelf life can be returned to the manufacturers
The target customer: -
1 wants value for money and is quality conscious and can easily shift to other brands if their favorite brand does not deliver the quality it promises.
Price
Product mi pricing
Cadbury Schweppes, the Australian Cadbury manufacturing company, has a diversified product mi and follows a market segmentation strategy focusing on different market segments some brands include Cherry Ripe, Crunchie, Freddo
The target customer of Cadbury is: -
Varying tastes
The target customers are from different age groups Freddo is strictly for kids,
Cadbury is for teenagers
The target customers have different, localize tastes in different markets for example the target customers of Australia prefer the cherry flavor so for them the unique ...Download file to see next pagesRead More
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