Marketing strategies of the mass-market chocolate industry Essay

This report is an evaluation of the marketing strategies used in the mass-market chocolate confection industry in the United Kingdom (UK). The four brands this report studies in detail are Cadbury, Galaxy, Kit Kat, and Maltesers. The UK mass-marker chocolate confectionary market is the biggest in the European Union and sales are heavily reliant on a solid marketing strategy. Using the four brands mentioned above this report investigated the following, segmentation, targeting and positioning, consumer buyer behaviour, promotion, pricing, product, and placement, social media strategies, and communication strategy. Finally, this report gives critiques on the effectiveness of the marketing strategy for the four selected brands and recommendations on how they might improve. Of the four brands studied, only Galaxy uses demographic segmentation by focusing on women but all four use behavioural segmentation by focusing on benefits sought from eating chocolate. Cadbury targets creative individuals, galaxy targets the indulgent types, Kit Kat targets tired employees, and Maltesers targets those in search of guilt free chocolate. Cadbury positions itself as a creative brand, galaxy as a treat, Kit Kat as a break bar, and Maltesers as the lighter way to enjoy chocolate Chocolate is an impulse good and need recognition is usually stimulated upon seeing the packaging, where as information search is usually omitted or happens very quickly. When it comes to evaluating alternatives consumers, positioning and brand personality come into play. Finally, the choice to buy or not to buy happens very quickly. Cadbury was the only brand found stay in contact with consumers post-purchase by sharing recipes that one could make with Cadbury products. Each of the four brands use adverts, sales promotion, sponsorship, and social media to increase brand awareness. However, no promotional material gives information about pricing because retail outlets set their own prices. Most mass-market chocolate bars are around the same price and can be found near tills at retail supermarket outlets as well as off-license stores across the nation. All four brands are connected to their consumers via social networks, with the exception of Galaxy and Maltesers who do not have twitter accounts. Each brand uses social networks to reinforce their positioning strategy. Cadbury uses it to encourage creativity and audience participation, Galaxy uses it to remind women of the irresistibility of chocolate, Kit Kat uses it to remind its fans to take a break, and Maltesers uses it to celebrate is 75th birthday. This report concludes by recommending that Cadbury should identify a clear branding message because currently its adverts are always open to interpretation. Galaxy should stay in touch with customers post-purchase with recipes for irresistible chocolate desserts. Kit Kat should continue having a strong focus for all communication material and Maltesers should communicate its original message, a lighter way to enjoy chocolate, more explicitly.

Developing management Skills Essay Example | Topics and Well Written Essays - 3000 words

Developing management Skills - Essay Example Mentoring as a method of leadership is also addressed as well as the means to stimulate employee motivation to delegated task assignments. A strategic directive has been issued by senior leadership determining that streamlining departmental operations has become necessary not only for cost objectives, but for enhancing communications within the business facility. It has been determined that the operational manager must research methods in which to design a better materials management system. Realistically, strategic directives from senior executives mean nothing without efficient middle managers who are able to design the systems and carry out the plans (Moss Kanter 2004, p.150). In such a situation, the manager must design a rational decision making model to assess the situation, make programmed and non-programmed decisions regarding new systems implementation, develop alternative measures, and accomplish the goal using employee/management resources. Assume that through needs analysis, the manager has determined that the most logical course of action is to implement an ERP system (enterprise resource planning) designed to combine the entire firms electronic functions into a single software programme on the same database. Such a project is a tremendous undertaking and involves skilful coordination between multiple departments. Senior leadership has not yet agreed to the new ERP system, has offered concerns about potential budget constraints, and expects continuous progress reports from the operational manager in regards to proposed implementation. The responsible manager must address the specific characteristics of management decision making including uncertainty, risk, conflict, scope and crisis (Gomez-Mejia et al 2005, p.241) and be able to effectively communicate these issues in order to receive senior-level approval for the proposed project. As part of the upward feedback process, the manager must create a frame for his message that orients the

Personal statement Essay Example | Topics and Well Written Essays - 1250 words

Personal statement - Essay Example My short-term plan is to get an Associate degree in accounting to gain new knowledge and refine my existing accounting skills and knowledge. My long-term goal is to start my own business where I can use my professional accounting skills and knowledge to achieve success. My aim is to become an invaluable part of the development and economic progress of my native country, Cambodia. I want to play a key role in the economic development of my country by running a successful business. An advanced knowledge of accounting and related subjects would be helpful for me as an entrepreneur to ensure and achieve business success in the present fluctuating economy of my country. I am of the viewpoint that economic status and educational opportunity go side by side in ensuring quick personal and professional progress and achievement. This is the reason for me to get a degree in the field of professional accounting. This degree would help me in acquiring key accounting skills and knowledge, as well as in running a successful business. I have had some working experience that proved to be very helpful for me to understand the value of the practical professional life. For example, I have recently worked in a local TV station broadcast in Long Beach, which is called Khmer TV. I worked there as an interpreter and gained experience of managing the office work. This working experience has improved my English language skills and has allowed me to become more socialized and able to do successful communication with other people. At present, I am also working part time for a local retail business, namely Bigfish Tackle, in Seal Beach California as a salesperson. My duty is to contact with the customers all the time and make successful deals with them related to the sale of the company’s products. Both of these practical experiences have helped me in developing professionally. I have come to know the ways to run a

Mali Economic Development Research Proposal Example | Topics and Well Written Essays - 1000 words

Mali Economic Development - Research Proposal Example In 2005, Mali returned to a robust and good growth rate of 5.5 % after being characterized by a poor 2.2 % in its previous year. Cotton production in Mali involves around 3.3 million people and close to 200000 families farms hence accounting for about 10 percent of the Malian GDP. When compared to 2004, cotton production in 2005 improved greatly due to well distributed and adequate rainfall. Since the Mali government acknowledges the importance and significance of the cotton sector, it has organized it in an integrated format managed by the Compagnie Malienne pour le DÃ ©veloppement du Textile. CMDT is tasked with regualtiong and managing the whole chain of cotton production. Additionally, it is mandated with the development of rural areas via the provision of the necessary infrastructure such as a road network some areas like Segou, Kayes and Koulikoro. In general, Mali’s agricultural sector is characterized by low productivity due to lack of a specialized labor force. In light of this, it is clear that human capital has a significant impact on a country’s economic development. Human capital is often made up of education and health of the people. A human welfare index which incorporates education shows that Mali has a very low rate of school enrollment rates when compared to the rest of sub Saharan Africa. As such, Mali’s economic development over the years lags behind in comparison to most sub Saharan states. Thus, Mali’s failure to possess enough human capital is a challenge and hinders its economic development.

The Eukaryotic cell structure Assignment Example | Topics and Well Written Essays - 500 words

The Eukaryotic cell structure - Assignment Example The size of mitochondrion is very small while it is much greater than that of ribosomes that appear like small granules either floating within the cytosol or associated with the endoplasmic reticulum. The number of mitochondria within a cell varies depending upon the cell type and the amount of energy required to perform their work, as there may be numerous mitochondria within muscular cells than that in nerve cells. Mitochondria are very small organelles. Moreover new mitochondria can be developed within the cell in case if the energy requirement of the cell remains unfulfilled with the already functioning mitochondria. Ribosomes are single membrane organelles while mitochondria in contrast to other organelles possess double layers. The external membrane serves as the protective covering of the organelle while the inner one is found in folded form. The folding of the internal membrane enhances the surface area within mitochondria as it serves as the site where various chemical react ions occur. This heightened surface area permits the mitochondria to perform as many tasks as possible. Such a similar strategy is adopted in the small intestines by microvilli. The folding of the mitochondria’s internal membrane is referred as cristae while the fluid within the mitochondria is known as matrix (Simon, Reece and Dickey, 2009). Ribosomes on the other hand are composed of proteins and RNA and basically perform the task of assembling cellular proteins. Similar to the mitochondria, their number also varies within as cell depending upon the cell’s production level of proteins. Ribosomes usually consist of two subunits amongst which one is larger while one is smaller in size. These subunits are prepared by the nucleolus and they connect together as a ribosome gets attached to mRNA (messenger Ribonucleic Acid) during the

EXAM PAPER Assignment Example | Topics and Well Written Essays - 750 words

EXAM PAPER - Assignment Example The steps that I would take are as follows. The first step is to collect the travel cost and the visitation information or rather the data. Direct costs are the costs used in this method. They are the costs which are normally related to the whole process of visiting the National Botanic Gardens directly. The costs of fuel, accommodation, food, and all other expenses that will be required in the whole process are used. It is very important to ensure that all the travel costs to the National Botanic Gardens are represented in the calculation. The next thing is the travel time. A lot of weight should be given on this area. The appropriate value to assign to the travel time should be considered very carefully. It should be the wage rate when people do not have the option to work during the weekends. The children should also be included in the travel time. Visit time is that time spent while at the National Botanic Gardens. The best method to use is the individual method where the visit r ate is normally calculated per individual in a given time period. The factors that influence this rate are for that specific person. It does not require averaging and a lot of calculations. Some of the challenges that are involved in using this method include the presence of substitute sites. Those who prefer one site over the others have higher values compared to other people. This should be differentiated. Statistical problems might also affect the obtained results. The choice of the variables and the method used should be done very carefully to avoid this. There are also those people who live near the site so as to reduce transport costs and time during this travel. Their value is higher and this should be noted keenly. Most people also view travelling as a hobby and hence a great experience and not a huge cost. This should be noted during the calculations. Estimating the generation function is done using this formula: Averages across the zones normally limits the number of obser vations because you will only take groups of people and then divide by the population of that zone. Working with individual counting increases the number of observations and hence a much more accurate result. Multiple regression analysis uses the following formula y = ax3 + bx2 + cx + d + ?  where a, b, c, d and e are the variables used in the calculations. The environmental management decisions that are made under the conditions of risk are normally in situations where people or rather the managers lack the complete information on the issue at hand. This condition is rather difficult since the manager may comprehend the alternatives and the problem at hand, he or she does not have a guarantee on how each of the solution will work out. When an unfamiliar problem comes up, haste decisions which had not been planned before are normally used to solve the current situation. This decision normally involves the human judgment more than computer assistance. Since risks are normally bound to happen, putting early warning information crisis, developing management crisis plans are the best ways to help avert these problems. This is the condition of risk where virtually no information is available to help know what will happen in the future and be in a position to take the necessary precautions. The managers or rather the involved parties will therefore be risking and will rely heavily on emergency decisions. In a condition of uncertainty, the

American Colonies Essay Example for Free

American Colonies Essay The journey to America by Christopher Columbus in 1492 marked a new path for explorers from all over the world. England was one of those countries to explore the Newfoundland and settled into colonial America. By the 1700’s, Britain’s settlers divided into three distinct cultures within America. The New England, Middle, and Southern colonies were formed because of their differences in religious beliefs, geographic aspects, and occupation types. The variety of religious view in the New England, Middle, and Southern colonies helped evolve the differences between them. The New England colonies heavily practiced puritanism. Puritanism was a strict religion that’s main ideal was â€Å"everything you do affects all of us.† The puritans highly prioritized work ethic and were not afraid to publicly shun their members if the puritans disapproved of their actions. They believed their religion should be involved in all aspects of their life. The puritans strongly opposed the Quakers who, by the 1700’s, had settled into the Middle colonies. Quakers, also called the Religious Society of Friends, greatly differed to New England’s religious beliefs. The Quakers were a diverse group of people of deep conviction. They were advocates of passive resistance, but also devoted democratic people. The Quakers believed that they were all children in the sight of God. To the Puritans, the Bible supplied all religious authority, but Quakers believed that God could and did speak directly to the people. The Southern colonies largely supported the Church of England. The Church of England, whose members are called Anglicans, clung to a faith less severe and worldlier than the Puritanical New England. All three religions in all three different societies differed majorly in their beliefs. The Puritans strict ways clashed with the Quakers diverse and open views. The Church of England conflicted with the goal of the Puritans to purify the Church. The varied beliefs of the people divided them into the three colonies in early America. In addition, the distinct geography of each colony furthered the separation of their societies. The heavily glaciated soil in New England colony was filled with rocks. This rocky soil left New England less ethnically mixed. European immigrants were not attracted to the rocky soil of New England and decided to move elsewhere. Unlike the rocky soil of the New England  colonies, the Middle colonies became known as the â€Å"breadbasket† colonies because of the fertile soil and heavily exports of grain. Rivers also played a vital role in the difference of the Middle colonies from the others. The broad streams like the Susquehanna, Delaware and Hudson attracted fur trade and some adventurous spirits of the colonists. Unlike the New England’s many waterfalls, the Middle colonies waterways allowed little power with a water wheel. The Southern soil created a major difference to the rest of the colonies. The soil of the South was rich and fertile. Unlike New England’s hot summers and cruelly cold winters, the Southern heat was very humid and made the Southern colonies perfect for farming. The geographic differences between the colonies, including the variances of soil, rivers and weather, caused each colony to become more unique. As a result of the geographic aspects of the three colonies, specific occupations were found more often in certain colonies. The New England soil and climate created a diverse agriculture and industry. Unable to farm on rocks, some New England people turned to the harbors for fishing while others turned to dense forests, to work on cutting down trees and building ships. These jobs created a town-like atmosphere in the New England colony. The Middle colonies occupations proved very similar to the New England colonies. With the dense Virginal forest many became a lumberjacks or a ship builders. However, the Southern colonies fertile soil and humid weather created a farming franchise. Men had big farms called plantations. They grew crops to get cash and sold these crops to Great Britain. Because of the demanding work of owning a plantation, many slaves from Africa worked for the English farmers. The spread of slavery in the South created major gaps in their social structure. At the top of social ladder stood the small group of powerful plantation owners. Beneath them were small farmers, the biggest social group. Still lower on the social ladder were the landless whites, and beneath them were the indentured servants who were soon replaced with black slaves. The South created a separation between them and the other colonies because of their immigration of slaves. The variety of occupation types in each colony created majorly different societies. The major differences in each society helped evolve three distinct colonies. Each society had different beliefs and religions. The strict ways of the New England puritans clashed with the free spirit of the Quakers in the Middle colonies and the Anglican ways of the Southern colonies. The variety of soil, rivers, and weather helped create three distinct colonies. The rocky soil in the New England colonies, large rivers in the Middle colonies, and good soil and humid weather in the Southern colonies also helped create a vast assortment of occupations in each colony. With lumberjacks and ship builders in the New England and Middle colonies, and farming in the South, the jobs of the people in each society were majorly varied. The difference in each colony allowed groups of people to regulate their own lives. This later the creation of different states and governments, further separated the America. This separation in beliefs helped cause the civil war. The early difference in society in the 1700’s helped pave the way for many other conflicted views later on in America.