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Report on the Marketing Planning of Chupa Chups  代寫

Report on the Marketing Planning of Chupa Chups 代寫

 
 
 
 
 
 
 
Report on the Marketing Planning of Chupa Chups
Report on the Marketing Planning of Chupa Chups  代寫
 
 
 
 
 
 
 
 
 
 
 
Table of contents
Executive summary. 1
1.0 Introduction. 1
2.0 Industry. 1
3.0 Microenvironment 2
4.0 Macro-environment 3
4.1 Demographic factor. 3
4.2 Cultural factors. 4
5.0 STP-Segmentation, Targeting, and Positioning. 4
5.1 Segmentation. 4
5.2 Targeting. 4
5.3 Positioning. 4
6.0 Conclusion. 4
Reference. 5
 
 
 
 
 
 
Executive summary
Report on the Marketing Planning of Chupa Chups  代寫
This report aims to conduct an analysis of a famous brand: Chupa Chups. It will identify and evaluate some of the marketing factors such as the background information about the industry, the micro and macro environment, the overall marketing mix including segmentation, targeting, and positioning, and in the end its target market.
With a detailed analysis of these marketing factors, this report will present an overall situation of the sweets industry and particularly the current situation of Chupa Chups.
1.0 Introduction
The purpose of this report is to provide an individual business report plan. The chosen product is Chupa Chups. In order to carry out this report, an identification and evaluation of the key marketing factors will be conducted. In this report, we assume that both micro and macro environment have an influence on the product. And according to the analysis of these two aspects, we will conduct the STP process, i.e. segmentation, targeting, and positioning. Therefore, the target market will be finally presented at the end of this report.
2.0 Industry
In around the year 1851, candy industry started in the world. Gradually, the candy industry became popular among households and a lot of candy factories were started up. At that time, the candies are mostly made to be the bite-sized morsels and it needed to be sold within a day’s time.
In fact, the candy industry is a very simple one. Kids just reach into their pockets for coins and then they can get their desired candies. Then arriving at the twentieth century, the candy industry has been through a huge expansion, both in varieties and quantities. In addition, in the 21st century, the candy industry is keeping developing (David, 2003).
Take an example of the Ferrero. Ferrero has a wide brand range from Nutella, Tic Tacs, Kinder, and Ferrero Rocher hazelnut chocolates. In the year 2012, it was reported to have estimated sales of $9.5 billion (The World’s Billionares, 2012).
3.0 Microenvironment
Microenvironment refers to those aspects that are connected to an organization and that could have an influence on the organization’s ability to meet the needs of its customers (Steve, 2007). Typical aspects are listed as follows: the organization, market channel firms, customer markets, competitors, and the public.
Report on the Marketing Planning of Chupa Chups  代寫
For the organization itself, Chupa Chups is a company that is working to occupy more markets and serve more customers in the world. In fact, Chupa Chups is a Barcelona-based group. In the year 1958, it decided to give up its over 200 kinds of products and started to specialize in lollipops. In the present time, the group provides over 4 billion lollipops to its customers every year and its customers are distributed in 170 countries in the world. Through an overall review on Chupa Chups’ international success, there are two of the most important marketing strategies that have contributed the most: to adjust its products to the customers’ different tastes and preferences, and to understand and show respect to different cultures.
However, Chupa Chups also came across a lot of difficulties in the process of marketing its products in Middle Eastern countries. The reasons lie in that it is generally regarded as seductive for a girl to eat a sucker in the public. Therefore, in this occasion, Chupa Chups made an adjustment to promote product consumption indoors. What’s more, in Europe, in order to get known to the public, Chupa Chups even chose to give out free candy to a very famous soccer coach with these efforts, Chupa Chups has successfully expanded into many countries in the world and captured a large market share. In Spain, Chupa Chups has almost become a similar name to lollipop. Even under this situation, the Chupa Chups Group is still striking for more publicity and larger market share (Pride & Ferrell, 2004).
However, the real success of Chupa Chups may probably lie in its innovative distribution and retail displays. To be more specific, Chupa Chups has successfully marketed itself to places such as bakeries, bookshops, music stores, and even banks. These are those places that its competitors have never arrived to and surely, it gives Chupa Chups an edge. In addition, Chupa Chups’ displays are also very attractive. By slotting each lollipop into a hemi-spherical stand, it is not only eye-catching but also safe, not easy to be missed (Peter, 2008). 
Major competitors for Chupa Chups are found in such brands as Reilly’s Rockets, Lancaster, and so on (Brigit, 2009).
4.0 Macro-environment
Macro-environment refers to the broader societal aspects that would have an influence on the whole micro-environment (Jain, 2010). It includes factors such as demographic, economic, natural, technological, political, and cultural ones. For our product, the Chupa Chups, we will only explain the two factors: demographic factor, and cultural factor.
4.1 Demographic factor
Demographic factor is mainly concerned with the population, or more precisely, the structure of the population. From the end of World War Two to the early 1960s, there was the baby boom which means a changing age structure. In addition, the preschoolers, youths, young adults, and even early middle age, middle age, all have a certain proportion in the world.
4.2 Cultural factors
As for cultural factors, we have already talked about it before in fact. As it has been mentioned, in Middle Eastern countries, it is considered as seductive for girls to eat suckers in the public, and therefore, Chupa Chups changed its strategic emphasis.
5.0 STP-Segmentation, Targeting, and Positioning
5.1 Segmentation
As a kind of snack, market segmentation for Chupa Chups will be mainly based on the demographic aspects. Therefore, the market segmentation for it will be: preschoolers, youth, youth adults, early middle age, middle age, and the elder.
5.2 Targeting
The targeting for Chupa Chups will be preschoolers, youth, and youth adults, because it is to our common knowledge that lollipops are the favorite to these groups of people.
5.3 Positioning
The market segmentation and targeting both clear, positioning for Chupa Chups should set at a relatively low price level since the customers have no source of income and just depend on their families for daily expenses.
6.0 Conclusion
Report on the Marketing Planning of Chupa Chups  代寫
This report mainly evaluates the marketing environments for Chupa Chups. With reference to previous analysis, the typical STP is demonstrated at the end of this report. However, as only limited aspects of macro-environment are analyzed in this report, limitation may exist as to how to segment, target, and position the product.
 
 
 
 
 
 
 
 
 
 
 
Reference
Brigit, Z. 2009, Lollipop Kings, Rought, New York.
David, C. 2003, Candymaking in Canada. University of Toronto Press, Toronto.
Jain, T.R., & Trehan, M, Trehan, R. 2010, Business Environment, Rahul Jain, London.
Peter. F. 2008, Business Genius: A More Inspired Approach to Business Growth. Wiley & Sons, London. 
Pride, W.M., & Ferrel, O.C. 2004, Marketing, Houghton Mifflin Company, Seoul.  
Steve, B. 2007, Fresh Perspectives: Management, Rolene Liebenberg, NJ.
The World’s Billionares: The Top 20, Harvard University Press, Harvard.
 
 
 
 
 
 

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