MARKETING MANAGEMENT PROJECT ON CHOCOLATE

MARKETING MANAGEMENT

Class 12

PROJECT ON CRISPY CRUNCHY

INTRODUCTION OF TOPIC

• 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 ieLOVED BY CHILDRENS AS WELL AS ADULT.

MY PRODUCT IS

CHOCLATE

MARKETING MANAGEMENT

• 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

• 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.

PRODUCT

• 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

• 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

Physical Distribution

• 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.

packaging

• 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.

Types of Channels

(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• 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.

TAGLINE

SLICKY AND...

YUMYYY....

MARKETING STRATEGY

• ADVERTISING:

TELEVISION

PRINT MEDIA

HOARDINGS

• SALES PROMOTION:

CONSUMER SALES PROMOTION

TRADE SALES PROMOTION

4 P’S OF MARKETING MIX IN MY PRODUCT

• PRICE

–ALLOWANCES AND DEALS

–DISTRIBUTION AND RETAILER

MARK-UPS

–DISCOUNT STRUCTURE

–LOW COST FOR BASIC PRODUCT

–PREMIUM SEGMENT

• PRODUCT

–BEST QUALITY

–INNOVATIVE FEATURES

–FLAVOURS

–BRANDS AND SERVICES

• PROMOTION

–ADVERTISING

–SALES PROMOTION

–PUBLICITY

–SPECIAL FESTIVE

ARRANGEMENTS

• PLACE

–CHANNELS OF DISTRIBUTION

–OUTLET LOCATION

–SALES TERRITORIES

–WAREHOUSING SYSTEM

SWOT ANALYSIS

• 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.

STP OF CHOCOLATE

• SEGMENT: PEOPLE WANTING TO HAVE A SWEET BITE

• TARGET GROUP: ALL PEOPLE IN THE UPPER AND MIDDLE CLASS

• POSITIONING: FEELS GOOD BETTER

OPPORTUNITY AND THREAT

OPPORTUNITY:

A. TIE-UPS WITH CORPORATES

B. CHEAPER PACKETS FOR RURAL AREAS.

THREATS:

A.HEALTH CONSCIOUS PEOPLE AVOIDING SWEET.

B. HONEY

CONCLUSION

• OUR CUSTOMERS ARE HIGHLY LOYAL TOWARDS THE PRODUCT.

• THE AD WITH ACTRESS ENDORSING HAD A HIGHER BRAND RECALL.

• THANX FOR WTACHING THIS

PRESENTATION I HOPE YOU LIKE IT........

please

SHARE WITH YOUR FREINDS......

for More detail you can mail me at :

[email protected]