marketing management oproject on choclate
Post on 21-Jan-2018
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CHILDRENS LOVE TO EAT SWEET THINGS AND
I WANT TO BECOME A VERY POPULAR AMONG
CHILDRENS ALL OVER THE WORLD.FOR THIS
I WANT TO PREPARE A PRODUCT ie LOVED BY
CHILDRENS AS WELL AS ADULT.
MY PRODUCT IS
CHOCLATE
Marketing management refers to
planning, organising, directing and
control of the activities which facilitate
exchange of goods and services between
producers and consumers or users of
products and services.
Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in a target market. The variables or elements of marketing mix have been classified in to four categories, popularly known as four Ps of marketing viz., Product, Price, Place and Promotion. These elements are combined to create an offer.
In common the word ‘product’, is used to refer only to the
physical or tangible attributes of a product.
In marketing, product is a mixture of tangible and
intangible attributes, which are capable of being
exchanged for a value, with ability to satisfy customer
needs.
Price may be defined as the amount of money paid by a buyer or received by a seller in consideration of the purchase of a product or service.
There are two types of strategies to fix the price of product
A. Price Penetration
B. Price Skimming
There are two important decisions relating to
this aspect one regarding physical movement of
goods and two, regarding the channels.
Channels of Distribution are set of firms and
individuals that take title, or assist in
transferring title, to particular goods or services
as it moves from the producers to the
consumers.
The act of designing and producing the
container or wrapper of a product is referred as
packaging. There can be three different levels of
packaging.
Primary package,
Secondary packagE,
Transport package.
(I) Direct distribution
(II) Indirect Distribution Channels include
i. Manufacturer - Retailer – Consumer
(One Level Channel)
ii. Manufacturer -
Wholesaler - Retailer- Consumer
(Two Level Channel)
iii. Manufacturer - Agent- Retailer- Consumer (Three Level
Channel)
Promotion refers to the use of communication
with the twin objective of informing potential
customers about a product and persuading
them to buy it. There are four major tools, or
elements of promotion mix, which are
(i) Advertising, (ii) Personal Selling,
(iii) Sales Promotion, and (iv) Publicity.
ADVERTISING:
TELEVISION
PRINT MEDIA
HOARDINGS
SALES PROMOTION:
CONSUMER SALES PROMOTION
TRADE SALES PROMOTION
PRICE
ALLOWANCES AND DEALS
DISTRIBUTION AND RETAILER MARK-UPS
DISCOUNT STRUCTURE
LOW COST FOR BASIC PRODUCT
PREMIUM SEGMENT
STRENGHT
A. STRONG BRAND NAME
B. EXCELLENT ADVERTISING AND VISIBILITY
C. GOOD PRODUCT DISTRIBUTION AND
AVAILABILITY
D. LOTS OF FLAVORS AND VARIETIES AVAILABLE
WEAKNESS:
A.FOOD PRODUCTS HAVE A LIMITED SHELF LIFE.
SEGMENT: PEOPLE WANTING TO HAVE A
SWEET BITE
TARGET GROUP: ALL PEOPLE IN THE UPPER
AND MIDDLE CLASS
POSITIONING: FEELS GOOD BETTER
OPPORTUNITY:
A. TIE-UPS WITH CORPORATES
B. CHEAPER PACKETS FOR RURAL AREAS.
THREATS:
A.HEALTH CONSCIOUS PEOPLE AVOIDING
SWEET.
B. HONEY
OUR CUSTOMERS ARE HIGHLY LOYAL TOWARDS
THE PRODUCT.
THE AD WITH ACTRESS ENDORSING HAD A
HIGHER BRAND RECALL.
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