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Chocolate Industry Analysis

Keywords: chocolate industry pestle, chocolates industry competition

"Marketing is the procedure where customer needs are anticipated and recognized. Ways are located of meeting those needs at a price that individuals are ready to pay and which allows the business to produce a profit"

For launching a fresh product we use PESTLE or SWOT strategies and let us Consider that people are launching a fresh delicious chocolate product.

Factors that needs to be consider while launching a fresh product i. e

Political, Economic, Sociological, Technological, Legal and Environmental and the questions we should take under Consideration

What will be the key politics factors likely to affect the delicious chocolate industry?

What are the important economic factors of chocolates industry?

What are the cultural aspect of delicious chocolate industry?

What will be the technological innovations ?

What current and impending legislation may impact the industry?

What are the environmental concerns?

Situational Analysis of delicious chocolate industry and market tactics

To launch a fresh chocolate product we should evaluate the role of the marketing function in a business, we will follow through what may have happened in the marketing of a significant new chocolate pub and the major cost-effective, political and technological factors that impacts the chocolate industries.

1. Examining the market

The market for chocolate bars is highly competitive. You will find a small range of large firms on the market - Mars, Cadbury, Nestle and Suchard being the most well known. Many of the brands in the market have been in existence for some time and have a high amount of brand commitment. Openings for services therefore, are limited. There are plenty of examples of products which have been launched and also have been withdrawn because they could not support long-term sales success. Can you remember the Prize Pub, Aztec and Junglies?

The market for certain types of delicious chocolate bar has altered lately. The expansion of the so - called 'count-line club' (designed like Mars pubs) became popular as people ate delicious chocolate on the go as opposed to sitting down in an area with a normal bar of chocolates. Companies needed to react to these changes. Row tree (now held by Nestle) improved the shape with their Aero club and Cadbury presented a rival club called Wispa. Both these were designed to exploit this growing market.

The market is still changing but using chocolates as a treat as opposed to sharing a bar amongst a family group. Giving a chocolates bar as a surprise is still a growing part of this market.

The UK chocolate market is the largest in all Western european market. People in the United Kingdom ingest more chocolate than any other Country in European countries.

"Mintel said the UK consumed 3. 5 billion pounds ($5. 6 billion) well worth of chocolate in 2008, more than every other European country, with only Germany, which has more than 20 million more people, approaching close at 3. 4 billion pounds"

Some of the famous brands are

Mars (http://www. mars. com/)

Cadbury Schweppes (http://www. cadburyschweppes. com/EN/Brands/)

Nestle (http://www. nestle. co. uk/)

Suchard (http://www. kraftafh. co. uk/Cultures/en-GB/Brands/Suchard/)

Amul Chocolate


Club Mint

In December 2009, the market research company, demonstrated Cadbury's chunk of the delicious chocolate market by value slipped 1. 7 per cent to 29. 8 per cent last month, the very first time that this has fallen below 30 per cent all calendar year. Market show of Mars, its biggest rival, slipped 0. 6 per cent in the period.

Kraft, making Milka and Toblerone, increased its market share by 0. 7 % to 5 per cent, while Nestle elevated its talk about 1. 2 per cent to 20. 4 % of the marketplace. .

The market research firm estimated the British delicious chocolate market would be worthy of 4. 4 billion pounds by 2013

2. Determining a space in the market

Once the market has been examined, it could become clear that there surely is a gap in the market. What this means is that, there can be an identifiable customer need that's not currently being attained by a preexisting product. It might also be in which a rival may have a existence and where in fact the company concerned feels it could offer a competitive alternate.

Market research, which oftentimes is on-going, will have given the business some notion of the nature of the marketplace and the amount of the possible market. It might be that further research can be used to focus on particular market segments that the business feels would be the ones probably to purchase this product and what it is they want out of the product. Much of this will be utilized to see the marketing mixture.

3. Expanding the product

Quite often businesses in this specific industry want to build up a 'brand personality'. What this means is that they will want consumers to relate something specific with the product. KitKat for example, is associated with a 'rest', making it the perfect accompaniment to a cup of coffee or tea. The personality of the product will maintain line with the market research and analysis carried out. The ingredients, the look of the merchandise, its structure when ingested, its name and packaging, and how it will be marketed will all be key factors that will be informed by the development of the brand personality.

A very good exemplory case of this process is the development of Yorkie. Yorkie originated as a contribution to the count-line bar market. It targeted to use the concept of a chunky chocolates bar however in another format to permit it to be ingested on the go. The key thing to emphasise was the chunky character of the chocolate, and to do this Rowntree developed its early marketing around the length of time it would carry on and it being a great accompaniment for long journeys. The trucker image stuck and offered the club a 'masculine' personality. In recent years, this has been exploited with a deliberate campaign suggesting that it is so chunky it is 'not for girls for!

4. Product testing

Once these phases are gone through, the merchandise will probably have to be tested. People may be given choices of different titles or different presentation prototypes to see what consumer response are.

It may be that this type of problem has been resolved at an earlier stage, in which particular case more substantial customer evaluation may be used by virtue of a test-market. This can be a selected region of the united states where there's a profile of users that is representative of the united states as a whole. Using test markets gives relatively accurate responses but is also much cheaper when compared to a national launch, which can not start to see the product doing as well as expected.

Remember that to supply a market, the capital investment needs to be there to lower back it up. In case the test market revealed that the product would be extremely popular, the business would have to ensure that sufficient capacity was available in front of you national launch. You'll certainly not want to have something launched and people not be able to get your hands on it!

Image: User screening is an essential requirement of online marketing strategy - it offers a good idea of the likely market effect without incurring the costs of a countrywide launch.

Media and marketing implementation

Most often than not but, It's very difficult to influence a customer to buy a certain product if they do not understand the product. We need to make a strategy for marketing new product on the market so that we can achieve our target. With out a bullet proof intend to attract customers, your time and efforts will likely be inefficient. we have to ensure that Businesses should concentrate what a customer needs and what he's looking in the product. so that people can make a long term profitable customer romance. Which means that you desire a plane to learn customer more meticulously in a versatile way so that whenever need we can transform our product regarding to your customer's perceptions and demand. " On the other hand, your marketing design should be centered on identifying and interacting the great things about your business is offering to its marketplace". You will then need to screen and keep maintaining its efficiency.

Advertising new products

Market part is an essential factor for an effective marketing strategy if we're able to recognized different market areas that allows a business to make productive and more efficient decisions in regards to advertising new quality products. This is the lock find to understanding the different kind of needs of different types of customers. Once you have separate your market in different categorizes, you will then have the ability to formulate marketing activities that will make sure your targeted audience to learn about the merchandise or services you are offering and why they want them in their lives. We can achieved this through the many kind of advertising, since customer known's what they need exactly want and motivate them, . You must have going to your targeted audience to feel just like that they must need to buy whatever it is you are providing is the greatest product on the market. In order that they buy our product and increase our sales

How to unveiling new product and their strategies

Gigantic changes 're going on on earth and marketing strategies are no exemptions compared to that. Businesses should think outside the box. Observe who's doing better and make an effort to imitate them or even better, outwit them. It'll greatly benefit your enterprise to do general market trends in order to find out your potential market and make changes to your present marketing strategy. That is mainly done to sketch uninterested customers to at least give your business a go. Your brand-new product launch should make enough noise to ensure that it'll remain in customer's remembrances and lure them to really try it. With the many media on the market, you can improve your presence by not restricting your business to 1 media. You can change your company around by doing a major brand makeover. If there aren't a lot of folks who are buying your product or service, then perhaps it is because they virtually do not see you. This isn't a time when companies are permitted to sober down on marketing techniques, just because the economy is going down. After the economy gets again on track its likely that, people will no longer remember those that were not visible on the market during this time. You must make your business a household name so people will keep in mind you long after this global recession has ended.

We can use Marketing mix (4p's)strategy to launch our last product

Marketing Mixture (4p's ) Introduction

The marketing blend ideas are controllable parameters that have to be carefully managed and must meet the need of the described target group. All elements of the combination are associated and must support each other

Marketing Mix







Pricing mix Strategy

It is one of the main part of the marketing blend strategies. Costs is a mix which produces a income for a business. The remaining 3p's strategies are the "output" for the organization. We know which it costs to create and design a product, promote something and to distribute it. Costs is very difficult and must echo" resource, demand romantic relationship". Pricing something too high or too low, could signify loss of sales for the organization. The next factors should be taken into consideration:

Objectives of the Company

Fixed and adjustable costs of the product

Target the group and their willingness to pay

Competition with leading organization

Proposed Setting strategies

"An organization can adopt different kinds of costs strategies. The pricing strategies derive from what g the goal the organization has placed itself to archive

Penetration Pricing

We can placed a low price to our product to boost the market shares and sales of the products is named penetrating pricing

Skimming Pricing

When the business sets higher price of the merchandise initally and then drop down the price to make the product available in the wider. . The objectives is to skim revenue of market level bye layer, this strategy is popular within the games console industry

Competition Pricing. arranging a price in comparison to competitions. a firm has three options, prices lower, costs the same or costing the higher

Product collection pricing

Pricing different products within the same product range at different price details. An example would be DVD recorders with different features and different prices. The greater the features and the benefits obtained the greater the consumer can pay. The form of costing discrimination assists the business in increasing turnover and profits

Bundle Pricing

The firm bundles several products at a lower price, this pricing strategy is favored by supermarkets

Psychological pricing

The retailer will consider the mindset of price and the positioning of price within the marketplace place. Owner will therefore bill 99p instead of 1 pound or 199 $ instead of 200$

Premium pricing

The price established is high to indicate the exclusiveness of the product. A good example of product using this plan would be Harrods, first class flight services. Porsche etc

Optional pricing

The organization sells optional extras along with the product to maxmise within the car sidustry

Product strategy

The marketing combination contain product, costs, place and campaign strategies a organization uses to help them reach their objectives

The marketing min principels are controllable changing that have to be carefully supervised and must meet up with the needs of the identified concentrate on group. All components of the combine are associated and must support each other.

When an organization introduces a product into market, they need to ask themselves lots of questions:

Who is the product targeted at ?

What advantage will they expect?

How do they intend to position the merchandise within the marketplace?

What differential benefits will the product offer over their opponents?

Philip Kotle recommended that a product should be viewed in three levels

Level 1:Core product. what's the core gain your product offers?. Customers who purchase a camera are buying more than just a camera they may be purchasing remembrances.

Level 2: Genuine development: all cameras capture memories. the goal is to make sure that your potential prospects purchase your one. The strategy at this level entails organizations branching, adding features and advantages to ensure that their product offers a differential benefit from their competitors

Level 3 : Debate product: What additional non-tangible benefits can you offers?

Competition at the particular level is situated around after sales service, guarantees, delivery. A retail departmental store that offers a free of charge five yr gurrantee on purchase of their television set sets offers their customers the additional benefits associated with "satisfaction " over five years if the purchase create a fault.

Total development concept

Argument production

Total production

core production

Product strategy

Product decision




Benefits offered

Product Decisions

When placing a product within market many factors and decision have to be taken into account. Included in these are:

Product- Will the designe be the feature for the organization.

Product quality: Quality has to constant with other elements of the marketing blend. A superior quality product maybe reflected in the price

Branding: in concepts of marketing, By Philip Kotler and gary Armstrong a brandname is thought as ' a name. term, hint symbol or a combination of the, that identifies the marketplace or owner of the merchandise,

A brand must stick out and be recognizable, and should help the firm differentitate itself from its competitors

Product features: Additional features should increae the benefit offered to you r target market. The firm should change more for these additional features.

Place Strategy

The marketing combination ideas are controllable factors that have to be carefully been able and must meet up with the needs of the defined focus on group. All components of the mix are associated and must support eachother.

Strategies of distribution ?

Two types of syndication strategies are available.

Indirect distribution will involve distributing your product by using of the intermediary for example a developing selling to a wholesaler and then to the retailer.

Direct distribution entails distributing direct from a processing to the buyer. For example we may use direct offering like dell computer systems. To sell the product directly to its aim for customers will provide us more benefits. The good thing about direct distribution is that it gives a processing complete control over their product.

Place strategies






Direct Circulation Indirect Distribution

Depending on the sort of product being sent out there are three common distribution strategies available

Intensive syndication: Used commonly to distribute inexpensive or impulse purchase products For instance Chocolates, soft drinks.

Exclusive Circulation: involves limiting distribution to an individual outlet. The merchandise is usually highly priced, and requires the intermediary to place much details in its sell.

Promotion strategy

A successful product or service means nothing unless the good thing about such something or service can be communicated clearly to target market

An company promotional mixture can contain:


Sales promotion

Public relations

Direct Mail

Personal selling

Internet promotion

Public relations: This calls for developing positive romantic relationship with the organization media general public. The fine art of good public relationship in not only to obtain favorable publicity within the press, but additionally it is involves having the ability to handle successfully negative attention

Sales advertising : Commonly used to obtain a rise in sles brief terms. Could require using money off coupons or special deals, loyality cards, coupons, Price promotions for example BOGOF, point of sales, Packaging campaign or web coupons

Personal Selling: One to one selling is named personal selling. This can either be achieved in person or we can use other media of direct offering like mobile phone or internet

Direct Email: is the mailing of publicity material to a named person within an organization. The aim of immediate marketing is to creat one to one romance with the organization target market. Immediate marketing can come in the form of post, email, telephone calls and mail order. The business usually contracts a called person at the address.

Internet Marketing : The usage of the internet(www) for the promotion of product or services. This could be the strong advertising via the use of banner advertising, adobe flash videos, or google kewords.

5. After all the analysis we can establish our chocolate bar.

The significant sum of money must create a new product which money can be much larger to build up new product, and the hope is that after we launched the merchandise, the product will begin to learn to get back some of that investment.

At the first level, the product will need further expenditure to support it and make sure that customers find out about it. For delicious chocolate bars, the trick is to get people seeking it, but to follow that up by buying it again and again and again for many years. In other words, repeat purchases are crucial in a fast-moving consumer goods market.

During this early stage, managing the money flow of the merchandise will make a difference. This means balancing the dividends of the product from sales with the on-going costs of development and marketing. If these get out of balance, the continuing future of the merchandise will be called into question and it may be worthwhile pulling the merchandise before any more costs are incurred and 'trimming your loss'.

To control the kick off and development of something, therefore, marketing strategies will really come to the fore. It will be important to keep a detailed hyperlink with consumers to find out what they think and to keep carefully the brand in their horizon amidst your competition. Sometimes this may be something simple like getting your product displayed prominently in outlets so that impulse clients select your product or customers are attracted to your product at the expense of rivals. This in turn will mean having sales representatives with good interactions with retailers.

Finally, preserving cash flows for a while may also be dependant on the success of the advertising and promotional promotions that are developed. Does indeed the company go for traditional Television ads along with advertisements in newspapers and billboards or does it go for more guerrilla marketing techniques to raise understanding? Should it own an online existence - many branded products have Sites of their own, for example?

http://business. timesonline. co. uk/tol/business/industry_industries/consumer_goods/article6959667. ece

http://www. coursework. info/University/Business_and_Administrative_studies/Marketing/PESTLE_ANALYSIS_and_5_FORCES_ANALYSIS_-_L95526. html

http://www. brand-new-advertising. com/

http://www. bized. co. uk/educators/16-19/business/marketing/lesson/tactics1. htm


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