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Unit 3 P1 + M1
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Unit 3 P1 and M1- Alex ClementsIntroduction:
In this task I will be investigating how Cadburys and Sony uses marketing techniques to market
their products. According to Wikipedia Marketing is the management process through which
goods and services move from concept to the customer. Marketing refers to activities a
company undertakes to promote the buying or selling of a product or service. Cadburys release
new products regularly and have to market these products so people are aware they exist.
Cadburys is already a well-known brand in the industry so to maintain their high status it is
important they are able to release new products to satisfy customers and keep them interested.
If Cadburys did not release new products then customers might be tempted to try out products
from another brand. Cadburys is a market-oriented business because they want to sell what
their customers want. Sony sells electrical goods and it is important that they are able to
develop new products with the latest and fastest hardware in order to keep existing customers
and entice new ones.
Section 1
Cadburys is a well-known chocolate company who sell many different chocolate related
products. It is the second largest confectionary brand in the world and maintains a high status
for delivering new high-quality chocolate. Its consistently quirky take on confectionery
marketing, combined with a recent focus on ground-breaking, wide-reaching CSR initiatives, has
helped drive Cadbury's success over the years.
https://strategyonline.ca/2011/10/05/cadburys-success-is-no-secret/
The main aim of Cadbury Chocolate is "To be the worlds, biggest and best confectionery
company" this would suggest that their organisational objective is growth.
Their core strategies/objectives to achieve these aims are as follows: To develop differentiated
product, while exploiting a smart variety, to achieve their profitable growth in confectionery and
beverages. Another objective is to further take advantage of technology in order to increase
growth, quality and productivity. By Working together with global supply chain Cadbury have a
competitive advantage while attaining their ethical and cost-reduction goals. By competing on
quality this gives Cadburys a USP that allows them to lay an emphasis on total consumer and
customer perceived value. As Cadbury have a highly motivated Global Science & Technology
Team that is admired internally and externally for delivering superior results. Their core
Behaviours include: promoting partnership, networking and cooperation. Being leaders and
business partners. Being the champions of their products, consistently finding ways to achieve
and maintain competitive superiority. They live their Values and Principles.
According to the Sony website “Sony aims to develop new and original technologies that may
contribute to the improvement of our environment. They will aim to increase the resource
productivity and environmental performance of all products and services and to make
sustainability and the environment integral parts of their quality concept”. This is a private
sector aim as their focus is to make a profit but also make their products more appealing to
customers by labelling themselves ‘environmentally friendly’. Sony has a huge focus on
, becoming more environmentally friendly. Stakeholders and consumers were getting more
concerned about the issue so in order to retain their customers and stake holders Sony has
decided to become more environmentally friendly.
Section 2
Cadbury is a marketing focused company. Its success relies on satisfying the needs of its
consumers. In response to these requirements, Cadbury seeks to create new products, build on
existing core brands and find new ways to add value to existing products. Cadburys have
developed a good understanding of the market the operate in and are then able to tailor their
market focus. Marketing objective is what a business wants to achieve through its marketing
campaign. The marketing objective is to improve the effectiveness of communications in order
to increase the base sales of the Cadbury Dairy Milk product. The test would be to reduce the
number of in store promotions and try to deliver a more profitable and sustainable year of sales
for Cadbury.
Cadburys business objective is, to become world best and biggest confectionery company. This
is different to their marketing objective as there marketing objective is to inform and give value
to customers whereas their business objective Is to benefit Cadburys by being the biggest
confectionery company. Marketing strategy is a small part of Business strategy. Where business
strategy deals with manufacturing, operations, procurement etc; Marketing strategy will look
towards marketing mix, business environment, distribution and other such marketing related
areas.
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