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.

Sources of Finance Essay Example | Topics and Well Written Essays - 750 words

Sources of Finance - Essay Example The equity market (also known as the stock market) is the market for trading equity instruments (Federal Reserve Bank of San Francisco, 2005). Shares are the securities issued to the general public and its ownership implies business ownership.There are two different types of shares: Equity shares and Preference shares (Finance.mapsofworld.com, 2013). One of the examples of the equity instrument is common stock shares, publicly traded on national and global Stock exchanges (Federal Reserve Bank of San Francisco, 2005). Debts are the financial instruments traded for a long period of time. Example of debt instruments are mortgages and bonds (either corporate or government) (Federal Reserve Bank of San Francisco, 2005). Loans are granted by Banks, insurance companies or financial institutions in order to provide working capital or finance capital equipment (Term loan, 2006). Various banks including commercial banks, industrial development banks, and cooperative banks give medium-term loans for a period of 3-5 years (Finance.mapsofworld.com, 2013). Financial institutions established by State and Central governments give long term loans (Finance.mapsofworld.com, 2013). In order to get long term loan the company is required to limit dividends, to meet minimum working capital and debt to net, etc. (Term loan, 2006). If the company is granted the loan, it is amortized over a fixed period of time (Term loan, 2006). Loans as a source of long-term financing have some obvious benefits to the borrowers, as the principal and interest are the figures that can be calculated and planned in budget. Also, the duration of the business relationship is defined in the contract and normally ends when the debt is paid out (National Federation of Independent Business, 2009). Equity financing allows a business entity to acquire funds without generating debt obligations. When the company issues shares usually there is no debt burden on the company

Advertisement Essay Example | Topics and Well Written Essays - 500 words - 1

Advertisement - Essay Example It is hence no surprise that some advertisements have chosen to depict none other than the master artist himself, Leonardo Da Vinci. The advertisement for the movies Da Vinci Code was one of many advertisements that have opted to select the professional and captivating works of the artist to sell their products. The advertisement uses his painting, the Vitruvian Man. This painting was chosen because it contains a precise and intriguing image style and composition which sketched his impressions of things with realism and precision. The painting is noted as providing the earliest reference to the importance of vortices in fluid motion. This was a factor taken into consideration when selecting the painting to be used for the advertisement. The advertisement is structured in such a way that it links your cognition to the actual paint is original aspects to amplify and emphasize the color and design. To enhance authenticity, a wooden mid-century palette is shown to be used in the design of the painting. This is similar to palettes used by most artists at the time of Leonardo. There is a blend of colors used to smooth out the transition of appearance and structure. Brown and crimson are the main colors used to deliver this fascinating visual appearance which triggers visual appeal from the target consumers. The design characteristics of the advertisement are quite complex. This is because they center on one of the most dynamic paintings by the master artist. The design offers complexity in structure since it is based on a painting made in a renaissance-era where determining ratio and proportion was an extremely important activity because there was no standard monetary unit or standard system of weights and measures. Text is used to further effect the advertisement by fading it in and out relative to the positioning of the image itself. The text fades in at the start and end of the advertisement in accordance to the various proportions of the Vitruvian man.

Personal Financial Problem Term Paper Example | Topics and Well Written Essays - 500 words

Personal Financial Problem - Term Paper Example It is very easy for people to save money on their discretionary costs and use it in their habits like coffee or cigarette. This is because one might see that they are only using few coins to buy coffee. However, if these few coins can be saved for a week or two, they can experience the significance of this saving. If we can make the calculations of the amount we can save if we dont take coffee per day, and project it for 1 year, 10 years and even 20 years to people, some might change their minds about not taking coffee. Especially, those from large families of around ten people, if you save $20 per day, it results to saving $146,000 after 20 years. One would see that this amount of money is too high and can begin to save. However, to save this amount, one can resort to purchasing alternative beverages that cost less by $2 or more like cappuccino. We can make people realize that saving after a period makes a huge saving in the end (Lorenzo, 2013). To make people stop taking coffee even if they say they enjoy it, we can make them realize the cost of taking coffee and compare it with the cost of taking another beverage after a period of time (Richard, 2013). Coffee, first of all, is an addictive beverage with caffeine component that is considered a drug. It, therefore, influences peoples behavior as it has an addictive feeling (Tiago, 2014). However, once one has already begun taking it, it becomes hard for them to stop (Rob, 2013). There are personal problems that such coffee or cigarette addiction bring to us. One will go to an extent of cutting on their budget for basic needs like food to go take coffee. It therefore leads to lack of proper budget planning and following (Scott, Cynthia, & George, 2008). People can also use budgets to help them plan their expenditure. They need to have their financial goals right and put their eyes on the goals to achieve

King Lear and Existentialism Essay Example | Topics and Well Written Essays - 1250 words

King Lear and Existentialism - Essay Example es many aspects such as our birth and our existence in the world, realization of human bondage, and the experience of elementary emotions such as fear, love and hate and the feeling of anguish. Shakespeare’s King Lear deals with the existence in its barest sense and is forced to become accustomed to that existence. Thus in King Lear the tragic story of a king is depicted who totally fails in his judgment. The daughters whom he thought they loved him forsaken him and taken away his kingdom and his power. And the daughter who genuinely loved him and cared him was banished by him. The fool is real sense a wise and sensible character and he knows the absurdity of the universe. He is also aware of the king’s ignorance towards his existence. The fool also knows that there is no concept of justice in the absurd universe. When Lear is appealing God that the cruel disloyal and un-virtuous people may be punished the fool knows that there is no use of this appealing. The king is appealing this in his anxiety. The presence of Edgar and the fool is rather a medium for Lear’s progression. Lear is suffering from complete loneliness and isolation as he is abandoned by love and cosseted from all emotions. As far as existentialism is concerned it can be said that Lear existentialism is different at the beginning and at the end. In the beginning when he is having all the might and authority he gets pleasure from the flattery by the villainous characters and at that time he is proud of his existence. He is the matter of respect for everybody. He is praised by ev erybody. But he is shocked when his pride is shattered by his loyal and faithful daughter Cordelia. Of course Cordelia is honest and trying to bring him out of the illusion. When Lear asks Cordelia how much she loves him and Cordelia in contrast to the flattery done by her elder sisters, she answers, According to my bond; no more nor less.† (Act I, Scene i) This answer is an insult for the supreme monarch of

Katherine Mansfield Pastiche Essay Example | Topics and Well Written Essays - 1000 words

Katherine Mansfield Pastiche - Essay Example Through this, there is dramatic irony, which makes understanding the character easier because of the isolation of the character. In addition, the representation of other characters is in an unbiased manner that enables one to have a better understanding of the region. In the prequel, the narration mostly focuses on Miss Brills insights on what she hears and sees. The modernist tone helps highlight the theme of aloneness, rejection, and illusion. The narrator pleasantly presents the nostalgic nature of the variation of youthfulness and old age. Miss Brill is sentimental and emotional about her youth, and this now develops into fantasy and senility. The ermine fur largely characterizes the three stages that she undergoes: youthfulness, adulthood, and old age. Her fantasy world begins in her old age, where her world dwells on judging others. The season for social engagements has begun, and young women debuting their latest fashions often characterize the period. Normally, there have been a lot of bustle and social interactions in this perceptible tourist season. Miss Brill adorns her most prized possession, the ermine fur, as she reflects on her youthful life in which she looked forward to dating. Delightfully referring to her ermine fur as her "Lit tle Rogue"(182) evidences her ageing reminiscence. Through third-person narration, it is evident that the day is brilliantly fine and there is a lot of laughter and chirping. However, Miss Brill is perceptibly a lonesome woman on a park bench despite the happiness that surrounds her. Miss Brill does not know the people who are at the park, and only use appearances and clothes to provide descriptions. For example, there is "a fine old man in a velvet coat," an Englishman "wearing a dreadful Panama hat," and "little boys with big white silk bows under their chins". It is evident that she was a wardrobe mistress in her earlier life and still maintains the same judgment

Three Summries of three Articles about Husky Energy Inc Essay

Three Summries of three Articles about Husky Energy Inc - Essay Example Despite unpredictable interruptions in Ohio refinery reducing the production rates, Husky net income rose at an average of $50 million from previous year. Exploration of new oil fields has enabled Husky Inc Company to invest in the transportation sector in order to boost efficiency to the market. For instance, the company has deployed Canadian knowledge to maximize shipping of oil and gases from the Southern China to the potential markets. These measures are intended to upstage the market operations of the competitors. Due to intensive production and accessibility to world leading energy markets, Husky is worth $6.5 billion. Partnership with CNOOC Ltd in China has enabled the company operate both swallow water transportation and gas terminal facilities thus making its production techniques competitive. CNOOC is also the primary customers of Husky. Husky energy plans to lower the 2015 budget by one third of the 2014 budget. These changes are entitled to compensate weak prices as well as the spending spree on the ongoing projects in Liwan and Southern China. The financial capacity of Husky’s Oil Company will enable it weatherproof any market conditions in order to withstand competitions from Calgary as the primary competitor. The production operations in Western Canada is streamed by 42% while the oil fields in Atlantic regions by