8/18/2019 Marketing Management - The 4Ps of marketing

1/30

Be Enchanted

8/18/2019 Marketing Management - The 4Ps of marketing

2/30

Overview

Introduction Marketingmix

Environmental factors

Competitiveness

Recommendations Conclusion

8/18/2019 Marketing Management - The 4Ps of marketing

3/30

PLC For Rock Candies

• CREA E !RA"# PREFERE"CE

$AI" MAR%E &'ARE

8/18/2019 Marketing Management - The 4Ps of marketing

4/30

Current Marketing

O()ectives• Target specifc audience• Special Occasions

• Research and Development o

new products

Market Penetration

Product#evelopment

8/18/2019 Marketing Management - The 4Ps of marketing

5/30

Marketing MixProduct

Augmented

Customi*ation Flavours "aturalingredients

angi(le

+isuall, appealing

Core

Comfort food

8/18/2019 Marketing Management - The 4Ps of marketing

6/30

Marketing MixPrice

Normal Recommended

-.g /-01. /201.

3.g /401. 5

67.g /6801. 5

8/18/2019 Marketing Management - The 4Ps of marketing

7/30

Marketing Mix

Promotion

&ocial media elevisionprogrammes 9ord of mout:

8/18/2019 Marketing Management - The 4Ps of marketing

8/30

Marketing Mix

Place

8/18/2019 Marketing Management - The 4Ps of marketing

9/30

Consumer

&egmentation9alk incustomer

s

!ulkorder

clients

;oung Old

8/18/2019 Marketing Management - The 4Ps of marketing

10/30

&9O anal,sis

avors Color will fade after ?@2mont:s due to naturalcolouring

"atural colourings Low (rand awareness

Cand, does not triggerallerg, reactions

Lacks a proper we(site

9ell trained and friendl,sta

Onl, 6 retail outlet

8/18/2019 Marketing Management - The 4Ps of marketing

11/30

&9O anal,sis

8/18/2019 Marketing Management - The 4Ps of marketing

12/30

8/18/2019 Marketing Management - The 4Ps of marketing

13/30

66?0.?

@6.30616G703?1

8/18/2019 Marketing Management - The 4Ps of marketing

14/30

Environmentalfactors

• 'ealt: conscious• Innovation andeHcienc,

• Economic growt:• Low in>ation

• &upport fromgovernment

8/18/2019 Marketing Management - The 4Ps of marketing

15/30

8/18/2019 Marketing Management - The 4Ps of marketing

16/30

Industr, and competitiveanal,sisThreat o Substitute Products

C:ocolate Confectioner,

&atisf, consumercravings

Comfort foods

Imperfect su(stitutes

M o

d e r a t

e

C:ocolate is not as

attractive as rockcand

8/18/2019 Marketing Management - The 4Ps of marketing

17/30

Industr, and competitiveanal,sisBargaining Power oBu ers

Man, (u,ers

&mall volume oforders

Low a(solute s:areof DrmJs sales

Cannot a ect DrmJsprices

L o w

Man, (u,ers

8/18/2019 Marketing Management - The 4Ps of marketing

18/30

Industr, and competitiveanal,sisBargaining Power o Suppliers

Man, suppliers

Commoningredients wit:man,su(stitutes

'oweverK someingredients comefrom exclusivesuppliers

M o

d e r a t

e

Asian

sugarcane farmers

European&upplier

8/18/2019 Marketing Management - The 4Ps of marketing

19/30

Industr, and competitiveanal,sisRivalr, Among ExistingCompetitors

Oligopolistic

Products areclosesu(stitutes

Limiteddi erentiation

' i g :

8/18/2019 Marketing Management - The 4Ps of marketing

20/30

Recommendations

8/18/2019 Marketing Management - The 4Ps of marketing

21/30

Recommendations

!eneric

"mproving "ndirect Distribution#hannels

8/18/2019 Marketing Management - The 4Ps of marketing

22/30

Recommendations"mproving "ndirect Distribution

#hannels

&:are t:e same (rand personalit, $enerate greater

awareness

8/18/2019 Marketing Management - The 4Ps of marketing

23/30

RecommendationsE$#ommerce

+irtual retailers Raise !randAwareness

&timulate #emand

8/18/2019 Marketing Management - The 4Ps of marketing

24/30

RecommendationsE$#ommerce

Create a we(site

- Compare price

- Convenientl, place t:eorder

!uild Credi(ilit,Access (usiness at

an,time and an,w:ere

8/18/2019 Marketing Management - The 4Ps of marketing

25/30

RecommendationsTargeting %ouths &

'dults• Over :alf surve,ed

– ualit, – aste

– 9ork wit: tertiar, institutions anduniversities

8/18/2019 Marketing Management - The 4Ps of marketing

26/30

RecommendationsTargeting %ouths

Colla(orate

wit: sc:ools• Organi*e

(a*aar and

road s:ows• &ponsors:ip• !roc:ures

Exposure tovast >avor

c:oices• "ovel and not

replicated•

$reaterdi erentiation

8/18/2019 Marketing Management - The 4Ps of marketing

27/30

RecommendationsTargeting

'dults

More :ealt:@conscious

• Includenutritional data

•

$reaterawareness ofNualit,

Parents• #ecision to

purc:ase•

$eneratepu(licit,t:roug:maga*ines

8/18/2019 Marketing Management - The 4Ps of marketing

28/30

Recommendations(o alt

programmes

• Entitled to freecand,

• #iscounts forrec,cling

9alk@in

•

Priorit, service• &pecial packaging• Free deliver,

!ulk(u,ing

8/18/2019 Marketing Management - The 4Ps of marketing

29/30

Conclusion

8/18/2019 Marketing Management - The 4Ps of marketing

30/30

A