...plc is a MNC which has firmly established itself within the UK chocolate confectionary market. Within this market Fadbury also have a wide product portfolio which includes chocolate products such as Faro, Kitty Chocs, White Magic and Chocolate Crisp. The UK chocolate confectionary market was valued by Mintel in 2012 at £3.8 billion with it forecasted to increase to around £5 billion as well as this Mintel also forecasted sales of £3, 156 million by 2015 (Mintel 2011, UK Chocolate Confectionary Market). Market has also been seen to rely heavily on NPD (New Product Development) and innovation, which will need to continue for the market to grow. 2. Objectives The main research objective we are using is ‘to determine the level of demand for a chocolate bar with chilli among our target market’. To help with the research this objective has been split into sub-objectives to ensure all areas of the research area are covered with enough depth and detail: 2.1. The volume of chocolate purchased by our target market within the UK. This objective aims to seek the amount of chocolate which is purchased by the target market, as well as where in the UK the chocolate is purchased, which may help with the distribution of the new chocolate bar. 2.2. To investigate the main purposes to why our target market currently consume chocolate bars. Investigating the main purposes to why the target market consume chocolate can help with the approach to advertising the product and what areas...
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...Kraft Foods and Cadbury Introduction The confectionary industry all over the world is comprised of three products, that is, gum, sugar and confectionary. But the world-wide economic recession which in the last few years hit the North American and European markets, adversely affected the confectionary sales. In addition, undue pressure affected the sales volumes as more people moved towards healthier lifestyles, in attempt to avoid what they termed as unhealthy foods. In these developed countries, there are growing concerns about obesity and its side effects. Confectionary makers are now making smaller packets so as to reduce the prices of the purchase which in a way is kind of addressing some of the concerns about unhealthy foods. This is done by improving the portion control even though it increases the sales volumes per kilo, but does not affect the profit margins adversely. Even though the confectionary may tend to be termed as a luxury food item, the sales value appears to be recovering steadily from adversity. In the quest of offering premium products which are more profitable than increasing the sales volumes, the confectionary makers are offering what is seen as low value confectionary. These new products include pro-biotic and antioxidant chocolate. However, the current depression is expected to limit the growth of confectionary, because it is seen as a non-essential food item. Nevertheless, chocolate appears to be picking up in the market and was expected to...
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...Confectionary Marketing Executive summary In this analytical and investigative piece that determines the reason for chocolate consumption, how consumer behaviour affects companies and strategies used to overcome any possible conflict. It determines that consumers play a huge role in a company’s achievement and popularity this is what they persuade as ethically right. Firstly it begins by analysing the confectionary industry and then analysis of Cadbury and the leading confectionary corporation. Overlays reasons as to why people eat chocolate and as to why chocolate has always been popular in society. It is then determined that being part of a group, chocolate being consumed as an indulgent or even for its nutritious benefits and manufacturer persuasion. These are all the most significant reasons for chocolate consumption. An analysis of consumer cognitive behavioural patterns is provided, explaining customer needs and wants, showcasing Cadbury’s recent ‘Fair-trade’ ordeal. The piece then illustrates how society’s environmentalist perspective and the implications for companies who fail to meet the needs and demands of the general public The article then provides information as to why organisations should encounter a level of CSR and provide services and products that revolve around ethically and environmentally correct procedures. Large scaled companies should be willing to help better our world. Table of Contents Front Page 1 Executive Summary 2 Table...
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...------------------------------------------------- ------------------------------------------------- Student Registration Number: | 130198710 | | | Word Count: | 2230 | Marketing Audit of Nestlé Crunch Introduction: Nestlé Crunch is a famous chocolate confectionery in the US market, and take up almost 2% market share of the total (Barton 2014). This market audit will be split into three section, and separately analyze the business environment, marketing mix and STP (Segmentation, targeting and positioning). Finally, a conclusion will be drawn in the end of this assignment. Business environment analysis: In this part, it will analysis the business environment by using PEST model, Competitor analysis and consumer behavior theory. PEST Analysis - Political: In general, the political factors includes laws, regulations and taxation that may influence the decision of the company. As the industry of chocolate confectionery is a common goods for the consumers in the USA, so it is less possibility for Nestlé Crunch to be influenced by the political environment. Also, the most important things that Crunch should considered is the regulation about its food safety, which was regulated by U.S Food and Drug Administration (FDA). And Crunch should conform to the requirements of the safety law, such as origin, manufacture and designs. PEST Analysis - Economic: Economic factors have great effect on the operating of company, both on its supply and demand side. Nestlé should consider...
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...at the maps above a manager could get a lot of ideas of what the brand should target. Looking at the first map it is quite clear that snickers is a brand with low price and low quality compare to other chocolate bars and compare to other chocolate confectionaries. This is also a good picture of customers buying behaviour, which gives the manager an idea to target people that look for value for money, it also gives a good idea of targeting all supermarkets without any selection, also any convenience stores. The second map (diagram) explains two very important targets: taste and being a healthy or unhealthy product. People who likes chocolates and chocolate confectionaries it is quite obvious that they will look for maximum taste. For a manager this is enough to think of targeting people that will love a nice chocolate bar to go with their coffee or treating themselves. As snickers and other chocolate confectionaries are quite high in calories, it makes these products very unhealthy for people that watch their bathroom’s scales every morning, therefore it will be worthless to target this audience. Third map (diagram) it is helpful to explain to a manager the convenience and what type of product is this brand. When people buy snickers and any other chocolate confectionaries often they do not think too much of what to buy they choose the one which is next to them, also people do not go in the shop deliberately to buy one of this brand, they buy this because they are there and...
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...Arcor: Global strategy and local turbulence Confectionary industry: Confectionary industry is highly competitive industry. North America and Western Europe accounted for 2/3 of its sales, confectionary company are targeting the emerging market which is very attractive for chocolate and candy companies. Consumer-Largely teens and adults are consumer of chocolate and candy products. Substitute- substitutes of confectionery products are snacks, dairy and bakery products which is easily available in the market. Competitors- c4 ratio for chocolate is very high (86%). But c4 ratio for candy is very low (17%). It means chocolate market is very competitive as compared to candy. Supplier power- supplier power is low because most of the firm has its own supplier. Entry barrier: chocolate- high, high investment requires. Candy –low. Arcor: Arcor, world’s 13th largest and Argentina’s largest confectionary manufacturer is planning an international growth strategy at a time when Argentina is recovering from the worst financial crisis. Arcor has grown both volume and value to be a global player in the confectionary industry. Arcor value proposition 1. Self-sufficiency in producing product input. 2. Low cost, high in volume and offering wide variety of products. 3. Efficient production capability. (1) Arcor global strategy Latin America: Taste preferences and consumption of Latin America is pretty similar to Argentina. So Neighboring country had historically been center of attraction...
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...CARDBURY SCHWEPPES LIMITED MARKETING PLAN i Marketing plan ii Table of Contents EXECUTIVE SUMMARY ............................................................................................... 4 MARKETING OBJECTIVES ................................................................................................. 4 PRODUCTS OR SERVICES .................................................................................................. 5 PROJECTED OUTCOMES .................................................................................................... 5 SITUATION ANALYSIS ................................................................................................. 5 COMPANY ANALYSIS/INTERNAL ANALYSIS ..................................................................... 8 TECHNOLOGICAL COMPETENCY/EXPERTISE .................................................................... 9 MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS ........................................................... 10 PRODUCT/SERVICE ANALYSIS ........................................................................................ 11 MARKET SEGMENTS ....................................................................................................... 12 MAJOR COMPETITORS/PARTICIPANTS ............................................................................ 12 PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES ........................................ 13 EXTERNAL ANALYSIS ..........................................
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...PEST Analysis of Confectionary Industry The Commonwealth of Australia has stable liberal democratic system with policies that support industrial growth (Australianpolitics.com, 2009). There is steady growth in labor market as well since 2001 (Chandra Shah, Gerard Burke, 2006). There are no additional restrictions enforced due to ecological factors on the confectionary market except for regular industry norms to take into account ecological issues. So political factor of PEST analysis is conducive to confectionary industry in Australia. Although, Australian economy is fairly sound in the past decade currently the economy is hit by global recession. Australian GDP (Gross Domestic Product) declined by 0.5% in the last quarter of 2008 (Australianpolitics.com, 2009). Inflation in Australia is currently high but set to fall from 2009 onwards(Freshplaza.com, 2009). Chocolate making industry standing at $ 2 billion in 2008 has witnessed steady and gradual growth for the last 10 years. However, the rate of growth may decrease slightly in 2009 due to economic downturn (IBISWorld, 2009). The downturn and slowing down of markets is global and Australian economy does not have any inherent weaknesses that are contributing to the slower growth rate. So Economic factor of PEST analysis also favors the confectionary market, except for the downturn caused by recession, which is expected to reverse from 2009 onwards. The Age-Sex pyramid of Australian population shows that 35-45 age cohorts...
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...INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE Executive Post Graduate Certificate in Marketing Management (EPGCMM-06) CASE ANALYSIS NOTE CANDY AND CHOCOLATES INDIA: LAST MILE DISTRIBUTION CHANNEL Submitted by: Student Name | Roll No. | Girish Sonawane | EPGCMM-06-020 | Why CCI should invest in rural? What are the opportunities in rural markets for CCI? CCI changed it’s RTM strategy in 2007with objective to increase the availability of its brands and increase customer service. CCI was basically marketing its products in India which was seventh largest country in the world with 28 states and seven union territories. Till 2013, there were 6649 districts and sub-districts. | Villages/towns | Population % | Rural | 638,588 | 68.8 | Urban | 16,297 | 31.2 | From census 2011 reports, huge population is residing in rural areas which hold lots of potential for CCI to target. From 2001 to 2011tremendous growth of male as well as female population in rural areas were observed (CENSUS 2011). | Male (%) | Female (%) | Rural | 12.12 | 12.25 | Urban | 30.06 | 33.73 | Rural market from 2001 to 2010 shows approximately 50% of India’s Gross Domestic Products. | Per Capita Income (INR) | Rural | 9481 | Urban | 19407 | The rural consumption shows tremendous growth as per past records and would accelerate at 5.1% CAGR during 2005-2015 and 2015-2025. It is estimated that rural households with Rs.90,000 to Rs.2,00,00 income bracket would contribute to 70% of total...
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...The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers. Rebecca Simmons MBA FP-6012 Assessment 5 | The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand...
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...Nestle and Rowntree This is a scope and scale deal for Nestle. Nestle wants to achieve an inorganic growth by acquiring Rowntree and with that access to its different countline which complement theirs and also additional foot holding in the block chocolate business(Exhibit 1). Nestle wants to achieve this in minimum amount of time, so the need for accomplishing this kind of growth only comes through acquisition. Nestle could leverage on Rowntree’s stronger position in the UK and the continental Europe market and grow. Rowntree had achieved significant operational efficiency in its production line and merging these companies could result in Nestle achieving synergies in the research & development, administration and sales force. Applying Zook’s analysis, we can say that this is a core. Nestle is in the food business with chocolate being one of its products and Rowntree is big on chocolates. So we can say that this is a core and maybe a 1-step considering that chocolate is not a big and profitable segment of Nestle’s. If we consider the fact that this acquisition is also getting Nestle the much needed presence in the international market, this is building a stronger core. The entrance of a competitor (Suchard) gives Rowntree an upper hand to go either with Nestle or with Suchard for the merger. According to Dyer’s this calls for an acquisition otherwise the competitor will become stronger in the industry and competing with the merged company will be harder. According to...
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...Mars Inc. 1 - COMPANY BACKGROUND Mars, Incorporated (Mars or “the company”) is a privately-held company, primarily engaged in the manufacture and sale of confectionary products, pet food products, drinks and staple foods. The company operates in about 68 countries worldwide. It is headquartered in McLean, Virginia and employs about 65,000 people. The company's net sales are estimated to be around $30,000 million. Mars is a private company and has not released its annual report. Therefore, its financial details are not available. Mars produces and distributes branded snack foods, main meal foods, drinks and pet care products. It also makes drink vending equipment and electronic automated payment systems. The company operates more than 130 factories, in about 75 countries worldwide. The company operates through six business segments: chocolate; petcare; Wrigley gum and confections; food; drinks; and symbioscience. The company's chocolate segment operates under brand names such as M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix. The major brands under the petcare segment include Pedigree, Whiskas, Sheba, Cesar and Royal Canin. In the Wrigley gum and confections segment, the company owns Extra, Orbit, Doublemint, Skittles, Starburst and Altoids. The company operates its food segment under the Uncle Ben's, Dolmio, Seeds of Change, Ebly and Masterfoods brand names. Its drinks segment includes Klix and Flavia brands. Furthermore, the company's symbioscience segment owns...
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...CADBURY Cadbury is one of the most promiscuous chocolate industries in Australia. It has three confectionary factories; two are in Melbourne and one in Hobart, Tasmania. Cadbury Dairy Milk chocolate remains the most popular chocolate bar in Australia. (https://www.cadbury.com.au/about-cadbury/chocolate-hall-of-fame.aspx) (http://www.roymorgan.com/findings/australias-fave-choc-bar-a-201308210532) There is a research on top 6 Chocolate Bars consumed by Australians in an average four-week period According to the research there has been a small decrease in the proportions of Australians consuming chocolate bars. At this time Cherry Ripe and Cadbury dairy milk bars gained popularity while Mars and Kit Kat declined. Cadbury the world’s second largest confectioner, continues to experience great deal of competition from its rivals including Coles, Lindt,Haigh’s. Recent news states that the multinational chocolate company has encountered a drop in sales and is trying to cope up in the internationally competitive market. It has decided to shed 80 jobs and those funds need to be invested in Tasmanian industries to create new jobs. The Macroelement factors comprise the Demography, Economic Conditions, Competitive environment, Technology, Political and Legal Forces and Socio Cultural forces. Competitions and promotions (https://www.cadbury.com.au/Competition.aspx) Recently won: Cadbury Bars Snap Yourselfie Promotion Cadbury WIN the Voice VIP Grand Finale Package...
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...Consumer Behavior, the marketing mix of Agora Departmental Store in Bangladesh is described below: 1. Product: Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by launching the first retail chain in the country, ‘Agora’. Agora mainly focuses on food items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other household, grocery, personal care, and miscellaneous products. At any point in time, there are nearly 20,000 different products available at the store. RSL is committed to sustaining and growing as the most trusted, loved and frequented retail chain. Product Categories: 1. Baby Care 2. Beverages 3. Confectionary 4. Drinks 5. Fish 6. Fruits 7. Health Foods 8. Meat 9. Oils/Fats 10. Powder Milk 1. Baby Care Product: In the baby care category Agora is coming up with some products, like – • Pampers (Saudi s-28) • Pampers (Saudi s- Junior 17 ) • Pampers (Saudi L-19 ) • Pampers (Saudi Ea - 18 ) • Pampers (Saudi M-20) • Johnson Baby Oil • Johnson Baby Pink Lotion • Johnson Baby Milk Bath • Johnson Baby Shampoo • Johnson Baby Lotion • Tollyjoy Baby Wet Wipes • Johnson Baby Powder 2. Beverages: In the beverage item Agora provides most of all popular brands which are...
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...{draw:frame} BISCUIT-CHOCOLATE SEES SALES RISE BY 2.4 TIMES IN Q1,2010 Publication: Interfax - Ukraine Business Provider: Interfax May 5, 2010 Kharkiv-based Biscuit-Chocolate Corporation,a large confectionary producer in Ukraine,in January to March 2010 sold 16,600 tonnes of produce,which is 2.4 times up compared to 2009,according to a corporation press release. The corporation in the first quarter of 2010 saw production rise to 16,700 tonnes. In monetary terms,the corporation over the period produced goods worth a total of UAH 213.6 million,which exceeds the last year's level by 47%. Biscuit-Chocolate Corporation,one of the largest confectionary producers in Ukraine,was established in 2004. The corporation produces confectioneries under the eponymous brand. The corporation ranks fourth in Ukraine in the volume of confectionery production and sales. > CONSUMER GOODS & SERVICES {draw:rect} KONTI BOOSTS SALES BY 47% IN Q1, 2010 Publication: Interfax Ukraine Business Panorama Provider: Interfax Ukraine April 19, 2010 The KONTI Group, which has confectionary assets in Ukraine and Russia, in January-March 2010, increased its sales by an estimated 47% year-over-year, to UAH 915 million. According to a press release of the group issued on Monday, sales in Ukraine rose by 57%, sales in Russia grew by 43%, while in other CIS states they went up by 37%. In Q1, 2010 the group increased production by 26%, to 60,700 tonnes. In particular, its Ukrainian...
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