Brand Building And Positioning For Cadburys Marketing Essay

Brand Building And Positioning For Cadburys food marketing EssayThe history behind marketing efforts of most modern businesses is that the accompany should recognise the needs of t heritor customers and produce mathematical products and services to gratify those needs. Like this, the customer is in the middle of the business and the decision-making process.A business which monitors this viewpoint is a market-orientated.In this unit Im going to be focusing on Cadburys and hearthstone of Fraser and how they operate. Im also going to talking slightly the marketing techniques and relationship marketing.The production concept this is where a business concentrates on producing economies of scale in production and distribution of product or service. This plays that customers will purchase items that be lower priced this is so that the demand is ascertain by availability. Examples of this plunder be found in construction suppliers, where construction firms will purchase cheaper bui lding materials to increase their profit margins. Cadburys and phratry of Fraser do not come under the product concept. For example, a builder selling bricks to someone comes under this section, whereas the two other organisations dont.The gross sales concept this is mainly k at a timen as the hard sell this is because the product or service is produced and personal selling and other high pressure selling skills ar used to convince customers to develop with their money. Example of this could be in a place where double glazing is sold.The marketing concept unlike all the others above, the marketing concept puts all t heir customers first, they want to put their customers in the centre of all decisions before the product or service is developed. By doing this the business is possible going to be more than efficient and doing this will benefit the company and/or market.Focusing investment on products that customers are going to need and use instead of investing in products that c ustomers may not like which means they wont purchase it. Cadburys uses a good strategy to connect with people, the way they achieve this is by sponsoring and promoting their products or so far TV programmes.CadburysIn 1824, John Cadbury opened a grocers shop at 93 Bull Street, Birmingham in the 1830s. Among other things, he sold cocoa and alcohol addiction chocolate, which he prepared himself using a pestle and mortar. Johns wares werent just inspired by his tastes they were driven by his beliefs. Tea, coffee, cocoa and drinking chocolate were seen as healthy, pleasant-tasting alternatives to alcohol, which Quakers deemed bad for society.House of FraserHouse of Fraser is a British premium department store group with over 60 stores across the United Kingdom and Ireland. It was constituted in Glasgow, Scotland in 1849 as Arthur and Fraser. Although established in Glasgow House of Frasers largest store is located in Birmingham. By 1891 it was known as Fraser Sons.Marketing Techniq ues (Growth Strategies)The business psychoanalyst Igor Ansoff outlined some important strategies for business growth. He identified four key approaches to growing a business in 1957.Market penetration is a group of customers who may buy a product, so if someone was to produce a video game for the PS3 to be sold in the UK, your market would likely to be people in the UK who own PS3s. A business could grow by increase the number of people in the market who purchase your product.Market evolution is when a company markets an animate product to a red-hot market. For example, the PS3 game, you might want to sell your game to distinct countries. Nothing about the product changes it just gets sold to another market.Product development is when a business develops a new product to sell to the existing customers. So once a customer has bought your product you could sell them something else such as, an expansion pack that may include more content.Diversification here is where a business mar kets new products to new customers. This works two different ways, the business could produce a new product in that area that it understands or it could go into a completely different area that is an unrelated area.House of Fraser uses the flexible incentive by allowing these thingsEase of orderingOnline servicesFree, fast and a secure deliveryFulfilmentHouse of Fraser business enterprise Incentive vouchers are available in denominations of 1, 5, 10, 25, 50 and 100.You can order by post with a cheque or credit bill poster using the enclosed order form, or by phone with a credit card. Credit account customers may order via email.All vouchers can now be redeemed online.Your House of Fraser vouchers will be despatched next day if the order is received by 11.00am.The Business Incentives team will be dexterous to arrange delivery direct to multiple addresses, on request. A small handling fee is levied for this service.n order to increase sales Cadburys needs to undertake a range ofmar keting activities before deciding upon the best way to encouragethe purchase of its product. When identifying the basic principalswhich Cadburys must apply to its marketing will be its basicobjectives because all business must have objectives it allows them toincrease sales and make profit.Corporate aims are the long term intentions of a business, whereascorporate objectives are the specific targets required to achieve theaims.The common aim and objectives of the corporation such as Cadburyincludes the followingSurvivalProfit maximisation- which is often taken to be the background why firmsexists and to be the primary objectives in practices most firms havea hierarchy of objectives when a firms survival is threaten it mayprofit maximise in order to restore its financial health.Growth- which includes Cadbury selling new products or expandingoverseas.Diversification- which is the spreading of business risks byreducing dependence on one product.Sales maximisation- which is the increas ing of salesImproving the product image-which includes creating a new logo orlaunching a new stain of product and creating more attractivepackaging.For example, Cadbury set out two objectives for the development oftheir chocolate, Fuse. These were1. To grow the market for chocolate confectionery2. To increase Cadburys share of the snacking sectorCadbury promotes its products in various ways such as the use ofabove the line promotion, which is where a product is advertisedthrough consumer media such as television, magazines, newspapers andradio.Relationship marketing (Cadburys House of Fraser)Relationship marketing is where a business concentrates on the long term value of a customer. This means knowing who the valuable customers are, starting relationships, maintaining enhancing and terminating them in order to produce a sustainable profit.Cadbury Schweppes is a marketing focused company. Its success depends on on satisfying the needs of its consumers. It is able to do this by fre quently listening to consumers and learning about their changing necessities. In response to these requirements, Cadbury Schweppes strives to create new products, build on existing core brands and find new ways to add value to existing products. By gaining the visibility, profitability and volume in the global market, a business is best placed to provide its consumers with gauge products and the best value for money.House of Fraser are responsible for all important marketing communications sent directly to customers this includes all email newsletters, messages in their Recognition Card member statements, local targeted mailings on behalf of stores or suppliers and national mailings/emails about events and offers for example, sales, launch of new season.Brand awarenessA common marketing objective is to raise customers brand awareness. This could relate to a businesss overall brand for example, BMW or to a product brand within the company for example, Mini.Effective raising of bra nd awareness can raise sales this is because customers will subconsciously or consciously try to find a brand when buying an item or service. A high level of brand exists where consumers start to use the brand name in place of the product type.The House of Fraser brand is differentiated from other department store groups in the UK by our 160 year history in the UK retail market, their wide geographic reach (across the UK and on-line), broad range of high quality premium branded trade offered at competitive prices, our increasing exclusive House Brand offering and our commitment to providing an imaginative, exciting and relevant shopping experience to their customers.The Cadbury brand has a intemperate impact on individual product brands. Brands have individual personalities aimed at specific target markets for specific needs e.g.TimeOut, for example, is an ideal snack to have with a cup of tea. These brands derive benefit from the Cadbury parentage, including quality and taste cre dentials. To ensure the success of product brands every aspect of the parent brand is focused on. A Flake, Crunchie or TimeOut are uninfectedly different and are manufactured to appeal to a variety of consumer segments.House of Fraser have a voucher discount scheme their vouchers state exceptional discounts as shown below. The discount may be deducted from the invoice or taken as additional vouchers.As a finishing touch we can supply complimentary wallets and envelopes in which to present the vouchers. These can also be personalised with your companys logo, if required (there is a print cost associated with personalisation, please ask the Business Incentives team for details).Brand building and positioningIt takes time, patience, effort and investment for brand building and maintenance. It is essential for a business to first recognise its brand set. The central messages that it wants is its customers to understand when they think of the brand. For example, the car Mercedes- Benz , this car is high performance, safety and prestige.Brand building and positioning for CadburysCadburys has identified these brand values and adjusts its advertising strategies to reflect these values in different markets. Its strategy can vary from increasing brand awareness, educating potential customers about a new product, increasing seasonal purchases, or as is currently the case in the Choose Cadbury campaign to highlight the positive emotional value of the brand.In Ireland, Cadbury has identified three key consumer segments of impulse, take business firm and gift. These segments reflect consumers decision-making processes.Since its inception, Cadbury in India has stayed ahead thanks to their constant marketing initiatives, that have at all points in time understood the needs of and opportunities in a changing nation but Nestle had stood firm in second position resulting from their responsibilities and providing quality products. Amul an Indian company has been able to create brand quality and thus selling their product through their name.Brand building and positioning for House of FraserOne of the most valuable aspects of the House of Fraser brand is the equity make up over many years as an endorser of the prestigious brands they have as part of our portfolio.Their ability to have a uniform and clear brand identity across all our channels is therefore of paramount importance,as so that they look to leverage this heritage in the exciting development of our brand.The House of Fraser Business Incentives team is available to advise you on how to maximise the effectiveness of our vouchers. Well be happy to discuss your objectives, make recommendations and, if required, create an each tailored package. Our experience in the field can help you develop promotional ideas and we can suggest ways of adding value for example, through use of the House of Fraser Personal Shopping service.OBJECTIVE OF ADVERTISINGTo educate the MarketBuilding brand awarenessTo enco urage seasonal purchasesTo increase consumption