- 1.Marketing Management Final ProjectName:Arid No:ATIF SAJJAD
MIR12-ARID-1409BBA :3RDSection :ASubmitted To : Maam Farida
Faisal
2. Question: Pick any two Brands which are being marketed in
Pakistan. (a) Brand 1: Should be having a very effective Marketing
Management Strategy. (b) Brand 2: Should be having a very poor
Marketing Management Strategy.INTRODUCTION I have choose Two Brands
one is very good in market and second is Very Poor in Market. (a)
Brand 1 that is very good in Market that is CADBURY DAIRY MILK
Chocolate (b) Brand 2 that is very poor in Market that is Mitchells
Top Milk ChocolateAbout Cadbury Dairy Milk Chocolate Cadbury made
the first Dairy Milk Bar in England in 1905. Dairy Milk is a brand
of chocolate and dairy milk is the big success of Cadbury. And
dairy milk is the famous brand of chocolate. Dairy milk chocolate
considers a very good brand in Pakistan. 3. About Mitchells Top
Milk Chocolate Mitchells introduced a Chocolate Brand name TOP MILK
CHOCOLATE in Pakistan. Top Milk chocolate is very pure creamy milk
chocolate. And Top Milk Brand is very Poor Brand in
Pakistan.Marketing Concepts I applied marketing concepts on my both
two brands. Holistic Marketing Concept Holistic marketing concept
consists upon four approaches. (a) Relationship Marketing. (b)
Integrated Marketing. (c) Internal Marketing. (d) Performance
Marketing.(a) RELATIONSHIP MARKETING 4. Relationship marketing is
the first approach of Holistic marketing. Relationship marketing is
the marketing in which to create a strong, satisfying Long term
Good relationships with customers in order to earn more profit to
retain the business. There are Four Keys of Relationship Marketing
(a) Customers (b) Channel (c) Partners (d) Suppliers Now I Discuss
the Relationship Marketing with Cadbury Dairy Milk. Cadbury Dairy
Milk Cadbury Dairy milk is successful in RELATIONSHIP MARKETING.
They provide a good quality of chocolate and their customers are
very satisfied and loyal. (a) Customers Customers of Cadbury Dairy
Milk are very loyal because they provide good quality of Chocolate.
And their customers are not switch to other brand of chocolate.
Customers of Cadbury dairy milk always prefer to this chocolate (b)
Channel The channel of Cadbury Dairy milk chocolate is very wide
across different countries. Cadbury dairy milk chocolate is
available on every retail stores and also on bakeries etc. This is
the most famous brand in Pakistan. 5. (c) Partners Cadbury dairy
milk have very large amount of partners in Pakistan. The partners
of Cadbury Dairy milk mostly are retailer stores. (d) Suppliers The
relationship with the suppliers of Cadbury dairy milk is very good.
Suppliers provide good material to the company good coco powder,
provide god milk to company and thats why their relation with
Cadbury is very good. Now I Discuss the Relationship Marketing with
Top Milk Chocolate by Mitchells. Mitchells Top Milk (a) Customers
Mitchells Top milk chocolate is not successful in Relationship
Marketing. Their relationship with customer is not good. And their
customers also switch to other brands. (b) Channels The channel of
Mitchells Top milk chocolate is so limited. They availability of
Mitchells Top milk is on few retailer shops. (c) Partners The
partners of Mitchells Top milk are very few in Pakistan. and the
relationship with the partners are not good. (d) Suppliers The
relationship with the suppliers is not Good. Through this Mitchells
top milk is not successful in Relationship Marketing.(b) Integrated
Marketing 6. Integrated marketing is the second approach of
Holistic Marketing. In Integrated Marketing in which to create
communicate and deliver value to the customers. Integrated
marketing consists upon or we also called this Four Ps (Product,
Price Place, Promotion) called Integrated Marketing. CADBURY DAIRY
MILK (a) Product Cadbury products are Chocolates name Dairy milk
chocolate, Perk, and toffee are clair.(b) Price The price of
Cadbury dairy milk chocolate are: 10 Grams Dairy Milk Chocolate
Price is 10 Rs. The Price of Cadbury dairy milk Crackle 24 grams is
25 Rs. The Price of Cadbury dairy milk Boast Almond 47 grams is 55
Rs. The Price of Cadbury dairy milk Chocolate Fruit and Nuts 47
Grams is 55 Rs And the Cadbury dairy milk in Large size 100 grams
in 120 Rs. And the Cadbury dairy milk introduces new chocolate name
Dairy milk Bubbly 40 grams in 55 Rs. And the prices of these are
same across different countries in Pakistan. (c) Place The
headquarter of Cadbury dairy milk is in KARACHI. And the four sales
offices of Cadbury dairy milk in Pakistan that are in RAWALPINDI,
MULTAN, LAHORE AND SARGODHA. And their availability is in all major
cities of Pakistan. (d) Promotion Cadbury Dairy milk promote their
product through advertisement, through social sites through
internet newspaper and through radio. 7. Mitchells Top Milk(a)
Product Mitchells product is Chocolate name top milk chocolate. And
this is not successful brand.(b) Price The price of Mitchells Top
milk chocolate are: The Price of top milk 23 grams 12 bars is 20
Rs. The Price of top milk 55 grams 12 bars is 45 Rs. The Price of
top milk Chocolate Fruit and Nuts 50 Grams 12 bars is in 60 Rs .
(c) Place The headquarter of Mitchells Top milk is in KARACHI. (d)
Promotion Mitchells Top milk promotes the product through
advertisement. Not on Social sites and not on radio. (C)
Performance Marketing Performance Marketing is the third Approach
of Holistic Marketing. Performance marketing is based upon two
concepts. (a) Financial Accountability (b) CSR CADBURY DAIRY MILK
(a) Financial Accountability In Financial accountability in which
the marketers is justify their 8. investment. And investment is
justified to senior management. The sales of Cadbury dairy milk is
in billions in a year. IN 2012 ItemsPer packPer
cottonMaterial3201600Processing65325Financial cost83415Sales team
exp132660Others66200Total6662300Mitchells Top Milk The sales of
Mitchells top Milk is in 10 millions in a year. MARKETING REALITIES
IN 21ST CENTURY (a)Network Information Technology In Network
information technology in which there is a industrial age and the
digital revolution has created. CADBURY DAIRY MILK The Cadbury
dairy milk use a latest information technology. They promote their
product through ads on Television and through social sites like
Facebook , Twitter etc. They also use 9. latest technology to make
their website beautiful. Mitchells Top Milk In Mitchells Top Milk
there is no use of latest information technology and no innovation
in their technology. (b)Globalization Globalization in which to
expand their business on international level called globalization
this is the new marketing reality in 21st century. Cadbury Dairy
Milk This brand Cadbury dairy milk is marketed globally on
different countries. And this brand Cadbury dairy milk is well
known and very famous brand and all the people know very well about
this brand. Mitchells Top Milk Mitchells Top milk brand is not
marketed globally. And this brand is not well known and this is not
a famous brand.(c)Deregulation Deregulation in which trade barrier
is less. And less interference of Government. Cadbury Dairy Milk
Trade barrier is less in Pakistan so the Cadbury dairy milk
maintaining high price and high cost. Mitchells Top Milk Mitchells
Top milk brand is a fail brand so the reduction in 10. trade
barrier cant help to this brand. (d)Privatization Cadbury Dairy
Milk Cadbury Dairy milk is a Private company. Mitchells Top Milk
Mitchells Top Milk is also a private company.(e) Heightened
Competition In heightened competition in which the manufactures
facing the competition of domestic and foreign brands. Cadbury
Dairy Milk Cadbury dairy milk also facing the intense competition
in Pakistan from the competitors like jubilee luxury but the
Cadbury dairy milk is on the top in the chocolates. Mitchells Top
Milk Mitchells Top milk also faces the intense competition but they
could not the better from other brands because Mitchells top milk
is a fail brand. (f)Customer Resistence Cadbury Dairy Milk Cadbury
dairy milk is very successful brand and Cadbury dairy milk is very
good control in customer resistance by build a strong relationship
with their customers. 11. Mitchells TOP MILK Customers of Mitchells
top milk switch to other brand because they dont have trust on the
brand.VALUE CHAIN The value chain is the process in which to create
more value for the customers called value chain. In value chain
there are five primary and four supporting activities. Marketed and
Sales Cadbury Dairy Milk Cadbury dairy milk marketed themselves
strongly by Ads on through social sites, on Tv Ads. Mitchells Top
Milk Mitchells Top milk is failed to market their brand. And the
sale is also low. BRAND EQUITY Brand equity in which added value on
the product and the services this is called brand equity. Brand
equity of Cadbury dairy milk is very high. And the brand equity of
Mitchells top milk is very low.Aaker Model Aaker model consists
upon 5 dimensions. (a) Brand Loyalty (b) Brand Awareness 12. (c)
Perceived Quality (d) Brand Association (e) Property Asset (a)
Brand Loyalty Brand loyalty in which the customer are loyal to that
brand and dont switch to other brands this is called brand loyalty.
CADBURY DAIRY MILK The customers of Cadbury dairy milk are very
loyal. And they dont switch to other brands because they provide a
good quality then other brands. Mitchells Top Milk The customers of
Mitchells Top milk are not loyal and they switch to other brands.
(b)Brand Awareness Brand awareness in which how much the customers
of that brand is familiar and aware called brand awareness. CADBURY
DAIRY MILK The customers of Cadbury dairy milk are very much aware
to this brand. Mitchells Top Milk The customers of Mitchells Top
milk are not much aware to that brand. People are not using this
brand very much. 13. (c)Perceived Quality Perceived quality in
which the brand perceives the best quality. CADBURY DAIRY MILK
Customers of Cadbury dairy milk perceive the high quality with
deliver value. Mitchells Top Milk Mitchells Top milk doesnt
perceive a high quality brand because this brand is failed to
perceive the good quality.(d) Brand Association Brand association
in which to link the brand with other person, image place called
brand association. CADBURY DAIRY MILK Cadbury dairy milk links the
brand with actors, celebrities to show the brand association.
Mitchells Top Milk No Brand Association of this brand. (e)Property
Asset Property asset in which the Relation with trade partners ,
patents and other special deals called property asset. CADBURY
DAIRY MILK Cadbury Dairy Milk registered their trademark and logo.
14. The slogan of Cadbury Dairy milk is KUCH MEETHA HO JAYE
Mitchells Top Milk Mitchells Top milk is also registered their
brand and trademark and no other company can use their logo and
trademark.BRAND ELEMENT CHOICE CRITERIA Brand element criteria
consist upon six brand element choice criteria. These are
following: (a)Memorable Memorable in which how brand can easily be
memorable. CADBURY DAIRY MILK The name of the Cadbury dairy milk
can easily memorable and recognize while purchasing. Mitchells Top
Milk The name of Mitchells Top Milk is also memorable but customer
dont recognize very much about that brand.(b)Meaning full Does the
presence of the brand is meaning full to the customer or not?
CADBURY DAIRY MILK 15. Cadbury Dairy milk in which the name of the
brand, slogans of the brand, brand logo create a meaning to the
customers of Cadbury dairy milk. Mitchells Top Milk Mitchells top
milk in which the name of the brand, is not create a meaning to the
customers of Mitchells Top milk. No slogan of this brand.
(c)Likeable Is this brand is likeable or not? CADBURY DAIRY MILK
The brand of Cadbury dairy milk is very likable. The slogan of this
brand is very likable. Mitchells Top Milk Mitchells Top milk Brand
is not likeable. No slogan of this brand.(d)Transferable Are Brand
elements are used to introduce new products in the same or
different categories? CADBURY DAIRY MILK Yes Cadbury can be
transferable to other different products. For e.g. Toffee, ban
ties. Mitchells Top Milk Yes Mitchells can be transferable to other
different products. For Examples: Jam Jellies, pickles. 16.
(e)Adoptable How this brand element is adoptable? CADBURY DAIRY
MILK Cadbury dairy milk brand element is easily adoptable.
Mitchells Top Milk Mitchells Top milk brand element is also
adoptable.(f)Protectable How the brand is legally protectable?
CADBURY DAIRY MILK Cadbury brand is legally registered and
protectable no one can copy this brand logo slogan etc. Mitchells
Top Milk Mitchells Brand is also legally registered and protectable
No one can copy this brand logo etc. 17. Customer Questioner
CADBURY DAIRY MILK 1) Is the brand of Ads attracts you? a) Strongly
disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly agree(2)
Why u always prefer this brand and not other? (a) Price(b) Taste(c)
Quantity(d) Service(3) Are you loyal with this brand?(a) YES(B)
NO(4) Is this brand provides you a best value? a) Strongly disagree
(b) Disagree (c) Neutral (d)Agree (e) Strongly agree(5) Are you
purchasing this brand first time? a) Yes(b) No(6) Do u like this
brand?(a) YES(B) NO(7) Are You satisfied with this Brand?a) Yes
definitely(b) No never(8) Is this brand is easily available when
you want to purchase?a) Yes(b) No(9) Have you recommend this brand
to others?a) YES(B) NO(10) what comes to your mind when other tells
you about thisbrand? Ans:I feel enthusiastic when I hear about this
brandTHANK YOU 18. Customer Questioner Mitchells TOP MILK 1) Is the
brand of Ads attracts you? a) Stronglydisagree (b) Disagree (c)
Neutral (d) Agree (e) Stronglyagree(2) Why u always prefer this
brand and not other?(a) Price(b) Taste(c) Quantity(d) Service(3)
Are you loyal with this brand?(B) NO(a) YES(4) Is this brand
provides you a best value? a) Strongly disagree (b) agreeDisagree
(c) Neutral (d) Agree (e) Strongly(5) Are you purchasing this brand
first time?(b) Noa) Yes(6) Do u like this brand?(a) YES(B) NO(7)
Are You satisfied with this Brand?(b) No nevera) Yes definitely(8)
Is this brand is easily available when you want to purchase? a)
Yes(b) No(9) Have you recommend this brand to others?(B) NOa)
YES(10) what comes to your mind when other tells you about
thisbrand? Ans: when I hear about this brand and the first thing
comes to my mind is that this is totally fail brand.THANK YOU 19.
TRADER QUESTIONIER CADBURY DAIRY MILK Do u Sale your product
Globally? (a) YES (B) NO Are your company Adopting Latest
Information Technology?1.2.(a) YES (b) No Your Company is spending
for the welfare of people?34.(a) AGREE (b) DISAGREE Does this
company use Marketing Approach? (a) Yes (b) No5Is Your Company is
completing targeting the product?(a)YES(b) NoIs This Brand affected
by the season or not? Yes this brand is affected by the season. In
winter the sale of this brand is high. In summer the sale of this
brand is not much high. 67 Whois your strong Competitors? Jubilee8.
What is the core competency of your brand? Milk, coco powder 9. How
you promote the product? Through Advertisement, On social sites
etc. 10. Are your brand having out sourcing or not? (a) Yes (b) No
20. TRADER QUESTIONIER Mitchells Top MILK 1. Do u Sale your product
Globally? (a) YES (B) NO 2. Are your company Adopting Latest
Information Technology? (a) YES (b) No Your Company is spending for
the welfare of people?34.(a) AGREE (b) DISAGREE Does this company
use Marketing Approach? (a) Yes (b) No5Is Your Company is
completing targeting the product?(b) 6YES(b) NoIs This Brand
affected by the season or not? Yes this brand is affected by the
season.7 Whois your strong Competitors? Cadbury Dairy Milk8. What
is the core competency of your brand? Milk 9. How you promote the
product? Through Ads. 10. Are your brand having out sourcing or
not?(a) Yes(b) No 21. ANALYSIS / CONCLUSION I have interviewed the
traders and the customers. I observed that the traders of CADBURY
DAIRY MILK are more aware to the brand and having allot of
information about their brand as compared MITCHELLS TOP MILK. And
the customers are more concern, people that are using CADBURY DAIRY
MILK and their customers are very loyal and the Customers who are
using Mitchells Top Milk chocolate once are more hesitant to
purchase again. And the Cadbury dairy milk customers purchase this
brand again and again.
