MARKETING MANAGEMENT

CLASS 12 PROJECT ON

CRISPY CRUNCHY CHOC0LATE

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 ie LOVED 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 includei. 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:

TELEVISIONPRINT MEDIAHOARDINGS

SALES PROMOTION:CONSUMER SALES

PROMOTIONTRADE SALES PROMOTION

4 P’S OF MARKETING MIX IN MY PRODUCT PRICE

ALLOWANCES AND DEALSDISTRIBUTION AND RETAILER MARK-UPS

DISCOUNT STRUCTURELOW COST FOR BASIC PRODUCT

PREMIUM SEGMENT

PRODUCTBEST QUALITYINNOVATIVE FEATURESFLAVOURSBRANDS AND SERVICES

PROMOTIONADVERTISINGSALES PROMOTIONPUBLICITYSPECIAL FESTIVE ARRANGEMENTS

PLACECHANNELS OF DISTRIBUTION

OUTLET LOCATIONSALES TERRITORIESWAREHOUSING SYSTEM

SWOT ANALYSIS STRENGHTA. STRONG BRAND NAMEB. EXCELLENT ADVERTISING AND

VISIBILITYC. GOOD PRODUCT DISTRIBUTION AND

AVAILABILITYD. LOTS OF FLAVORS AND VARIETIES

AVAILABLEWEAKNESS:A.FOOD PRODUCTS HAVE A LIMITED

SHELF LIFE.

STP OF CHOCLATE 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 CORPORATESB. 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........

SHARE WITH YOUR FREINDS...... for More detail you can mail me at :vaid.chavi@gmail.com