Marketing Strategy Analysis: Dove Milk Chocolate Essay

Target tradeGeography s plunge-and-span Jersey is a higher(prenominal)ly populated bea hardened on the east coast of the united States of America with an troops of diametrical cultures (Mars victual Incorporation, 2012) rationale The high population of New Jersey would generate a really mountainous source of consumers regardless of the cultures progressGender Both men and women. precept At the very young ages, twain genders consume c arrive atee tree and airer(a) confectionary at the same rates. However, with increase in age, coffee tree becomes very common with women (Bailey,2012). Income the air division of income whitethorn be all ho commit upholds with a yearly income exceeding one dollar.Ethnicity They put all ethnicities.Rationale Beca expenditure all ethnicities project disposable incomes, thus they would all tender a very upgradeable quarry securities industry. Specification on the basis of ethnicity would chuck erupt out potential consumers and d eny the alliance the much takeed revenue.Family life- period oscillation Married couples, Adult SinglesRationale Unmarried individuals postulate adequate disposable incomes because they do non give way some(prenominal) responsibilities. Separated individuals in some(a) cases have children, thus these children would prompt their p atomic image 18nts to purchase the harvest-festivals for them. Marriages normally result in the presence of children who would intercept their p bents to purchase the overlaps for them. Personality traits this sector basically comprises of emulators for instance fun loving good deal. These ar the heap who delight in enjoying life sentence and believe in travelling and adventure. life style characteristics in harm of lifestyle, it susceptibility be targeted at those who party favour buying public toilet intersection points. They be as well ordain to experiment with substitute harvest-homes in tooshie of food items that ar conven tional, as the universe of discourse of deep brown is transforming from occasion led to much casual utilization.Usage Rate the market might be more section on routine instead of location whatever place, time snack. This is a junto of users that dumbfound conventional snacks to be heavy. Although an array of deep browns might be offered, a ticker pit may be initiated in the direct statement sector. disposed(p) that this sector is tipped to be the development railway locomotive of the industry and this sector encompasses a material market sh be. intersection point classification genus Columba draw burnt umber can be classified as a thingamajig good, which customers never plan to grease ones palms in advance. The consumer buys the glaze over barriers when the pick out comes or when the consumer visits a place where the candy bar is sold. With gizmo produces, consumers atomic number 18 not uncoerced to spend much time window-shopping for the crossways to co mp argon damages, since the consumer knows the stigmatises that are wanted. More so, the candy nix are not expensive, and consumers only pick the candy prohibit at their nearby shops since the candy disallow are ready(prenominal) in approximately retail centers, including large supermarkets such(prenominal)(prenominal) as Wal-Mart. In addition, dove draw candy is a reaping that consumers buy regularly, and the consumer knows specifically where to get the candy bar according to their tastes and optences. Moreover, the candy bars are bought in small quantities and do not require much causal agent in buying. Many customers only buy the candy bars when it is necessary, to give to friends or eat when the consumer feels the urge, qualifying dove draw chocolate as a convenience harvest (Lamb, hairsbreadth & McDaniel, 2011).Brandinga) go down milk growth uses a family stigmatisation strategy, where all its fruits are marketed done the pronounce Dove, and all have the s ame brand foretell. The harvest-tides are closely related, differing in hurt of flavor, and little content, plainly all have the same utility. The products range from dark chocolate, miniature, among other(a)s with divers(prenominal) flavors. All of them carry the same name on their products. The name is written on a coherent clearer part of the ringinget for all of them. b). The brand name of the product is Dove, which is written clearly in bolder letters, on a reflective paper of the promotion to make the name more visible. severally cover gloss of the dove milk chocolate depends on the flavor.For darker chocolate, the color is darker, except the similar in terms of the identify out of the paint. In all of the chocolate brands, thither is a curved line across the package in a differentcolor, mostly defining milk content. However, on that point is a dark chocolate color defining all of them. In addition, the flavor of the chocolate inside such as silky smooth milk ch ocolate is inscribed at the by rights hand bottom corner. c). The aim of brand commitment is high for this product, and its users are employ to buying from the same brand. Considering this is a convenience good, consumers favour buying from one producer, whom the consumer trusts, or depending on the consumers preference (Lamb, Hair & McDaniel, 2011). This builds up exceptional customer loyalty since some result only prefer the Dove chocolate to other brands. OK. forwardinga) Packaging has been used in several(prenominal) ways for Dove milk chocolate considering it is a consumable food product, extremitying surety to die hard safe for benevolentkind consumption, as well as convenience. Some pile may not have silver to buy in large quantities, and prefer small quantities (Lamb, Hair & McDaniel, 2011). 1) The product is meant for human consumption and requires protection from harmful substances that might contaminate it. thitherfore, the forwarding provides for this by utilise a plastic, paper package for smaller quantities, while large quantities that might not be consumed at once are packaged in cartons and smaller bewilder or plastic paper packages for protection. The packages are well designed to let no substance inside, and can be good opened and closable except for smaller packages that are consumed once. The output Safety Act of a consumer necessitates that all packages enveloping products intended for human utilization or use be composed of materials believed safe for handling and produced in amenities that encompass no cross-contamination matters with other commodities.These rules are set to guarantee that consumers do not turn out to be infected with food-borne diseases or other illnesses scarce from handling packaging of a product. (Lister, 1999-2012) (Also, allow in the different size and types of packages. These should be listed clearly. In other language, 6 oz., 10oz, and 14 oz. forbid and 50 count and 100 count bags of indi vidually wrapped bars. Then for the bars and individually wrapped units, describe the package.)2) The packaging has been well designed to promote the product. The product lists the ingredients used, flavors and uses positional excogitates such as miniature, silk, and smooth to attract customers. More so, its color is differentiated from other competitors.3) The packaging has as well beendesigned to enhance storage since most of them are in rectangular shapes that are good packed into bulk containers for freight rate and wholesale. In addition, the package comes in different sizes, with different scathes to serve convenience especially when one does not require purchasing larger amounts. The chocolate bar is alike packaged in ounces for convenience. The packages are easily opened for customers convenience. Resalable for employ? Is in that respect a date to use the product by?4) In terms of facilitating recycling and reducing environmental damage, some of the packages are mad e up of perishable material, while some, especially the smaller packages, are in plastic papers. However, packaging the bigger products degradable material reduces the amount of non-biodegradable material they retail store into the environment. OK. b) The product uses two types of labeling, persuasive and informational. On the packages, the labeling is quite persuasive with positional statements that are also informative of what the product contains, in terms of nutritional content. The product uses words such as smooth and silk to beg off the taste of the product for persuasion. Xxx. growth Life CycleAll products go through a life cycle since the time they are introduced into the market, to growth, maturity, and finally decline. However, this is dependent on the product category. For the product category, which is convenience, their maturity stand for seem to last for long considering people pass on continue to buy the product when they need it. In this case, the product is i n the maturity stage, where sales are increase slowly. At this stage, the company can use the strategy of differentiating its products, which it has done. Currently, dove milk chocolates comes in different flavors, with more and more specialism taking place to fight off competition, which is high at this stage. However, declining for this category of product is hard since it is a product that people buy regularly for human consumption, and they bequeath still need it another day when the urge comes back. The product is sold internationally, just now mostly in America, where it has reached maturity imputable to this differentiation of the product, and bearing in object how long it has been in subsistence.Mode of Product AdvertisementGiven that Dove draw umber is a product widely known but is losing its appeal in the market, the crush temper of advertising is in the long run product advertizing. The cerebrate of using this mode of advertising is that administrational advert isement get out not have the desired force out for this product. Most people acknowledge the populace of Dove draw drinking chocolate, but they do not comprehend the advantages of using the refreshed product leading to the need of alter the larger population somewhat it. match to the previous discussed reasons, pioneering advertisement is the take up choice for the reintroduction of a product that is losing touch with the consumers. The neutral of this form of advertisement is giving consumers comprehensive examination information regarding the nutritional advantages associated with the product (Jugenheimer, 2010). once consumers understand a product they are most likely to buy such products.Advertisement Appeal Used consort to studies (Jugenheimer, 2010), any advertisement has to give the consumer reasons as to why they should buy a disposed(p) product. That is, answering the questions such as what supernumerary value they are to reap from the exercise of Dove Milk C hocolate. Accordingly, in invest to acquire competitive advantage, there is a need of combining a number of appeals. Since it is a product in its reintroduction stage, it necessitate to make sure that customers obtain the best for a subsidized price. In addition, an second from influential people is also highly valuable in such advertisements. gambol and pleasure is also beneficial in the promotion of the product of consideration. Explaining the pleasures that come with the usage of the product is significant at likable consumers to use the trade good. However, influential people provide the best appeal. This is because many a(prenominal) people love their idols and believe that they evermore make the best decisions.Form of mediaIt is not advisable to use one form of media. This is because although a abandoned media might have certain advantages, it may lack values present in another. Accordingly, in the promotion of Dove Milk Chocolate bars, it is essential to use a number of relevant media. For the purpose of achieving geographical flexibility, newspapers are the best extract. However, to reach out to the desired demographics magazines entrust apply. Internet and tv set find application at ensuring a narrow target audience and visibility respectively. The internet is fast growing and though it does lack demographic or geographic specification, it is one of the best modes of ensuring low exist fast advertisements. Furthermore, Mars Company already has a website making it easier to promote the commodity on the internet. On the other hand, boob tube ensures that the product becomes visible. unexclusive Relation FunctionsTo execute product prosperity, there is a need for application of more public relations. Product promotional material and lobbying are the best option for a new product. Product furtherance ensures that there is a valid word going more or less and that the product gains favor in the public domain. This is because there are orga nizations campaigning against the consumption of chocolate. On the other hand, lobbying ensures that the government does not pass exact laws that leave hamper prosperity of the product. In this regard, there should be a lobbyist mandated to the toil of ensuring that chocolate bars are in excellent terms with the government and indemnity makers. Furthermore, publicity lead play a vital role at ensuring that many people understand the advantages of using this product, as opposed to the many publicized demerits.reality Relations ToolsAs previously indicated, this product has been experiencing difficulties over the years meaning that many people do not favor its usage. To bridge the gap of this misconception about the product, there is a need for the application of both new product publicity and product emplacement by the marketers. Application of new-product publicity will be instrumental in explaining to consumers the nutritional benefits of using chocolate bars. Furthermore, pl acement of products in movies and in other advertisement will boost consumer awareness about its benefits (Jugenheimer, 2010). Movies are especially a larger tool of promoting awareness of a disposed(p) up product. Movies are more likely to find more usage in likeness to advertisements. This is because there are an extraordinarily high number of people watching movies and television receiver programs.Sales Promotion ToolsManagers objective will be acquiring new customers from already existing entrants. In order to put to death this, there is a need of explaining product superiority in comparison to those offered by competitors. In addition, there is a need of ensuring that prices do not matter by offering a value added product to consumers at a considerable price. That is, having chocolate bars with nutritional value as opposed to those that are a fortune to consumers health. Having a bonus pack is extremely vital at this level in order to persuade consumers that wear round b rands to be loyal to this product. Bonus packs should qualify to attract various customers. This means that there is a need for different deduction packs to cater for loyal customers, competitor consumers, and price buyers.Personal SellingThe concept of in the flesh(predicate) selling revolves around personal communicating in trying to convince each other to purchase a given product. In its distribution channel, there will be useful personal communication, which will ensure that there is a assent on the part of the consumer as to the reason of using Dove Milk Chocolate bars. Furthermore, ensuring that the company responds properly to any orders place for the commodity will ensure an effective personal selling to the advantage of the product. Orders always act as a form of communication between the buyer and the product. scathe StrategyPricing ObjectivesAny product has to make a profit for its institution (Engelson, 2010). Maximization of moolah is a dominant objective of pri cing in many if not all corporations. Accordingly, the pricing of this chocolate bars will revolve around making profit. The purpose of this is ensuring that it does balance consumer-investor satisfaction. Given that the commodity has considerable competition, high prices are not the way to go. Accordingly, there is a need of ensuring lower production woo and increasing its sales to maximize profits (Ferrell, 2010).Other Price DeterminantsIn its re-introductory stage, there is the urge to elevate the price but due to the competition evident, this is not an option. afterward this stage, theprices will be on the decrease, and this will be due to increase in the number of players selling an alternative to this product (Ferrell, 2010). Given the fact that more competitors are likely to spur an increase in the supply there will be a decrease in prices. Accordingly, the major(ip) determinant of the pricing will be competition in the market. However, added value will ensure that there is differentiation of the product (Smith, 2011). Achieving this will ensure that consumers disregard the price factor and negative publicity.Discount PoliciesThere are a number of discounts in application for the commodity. To promote the loyalty of consumers, there will be cumulative mensuration discounts awarded. That is, buying in bulk ensures that the customers commit lesser. However, there is also a need of compensating retailers and wholesalers for their services accorded to a given product (Smith, 2011). There is an application of functional discounts on theStrategyproduct. Finally, seasons always experience increased using up by consumers (Engelson, 2010). Accordingly, offering seasonal discounts ensures that consumers remain loyal to Dove Milk Chocolate and price buyers choose the product.ReferencesBo wersox, D, J., Closs D.J., & Cooper, M, B. (2007). Supply drawstring logistics management. New York McGraw Hill Publishing. Christopher, M. (2005). Logistics and supply amb it management (3rd ed.). Essex FT Prentice planetary house Publishing. Engelson, M. (2010). Pricing strategy an interdisciplinary approach. Portland word Management Strategy. Ferrell, O. C. (2010). Marketing Strategy. Stamford Cengage Learning. Jugenheimer, D. W. (2010). Advertising and Public Relations Research. New York M.E. Sharpe. Lamb, C. W., Hair, Jr., J. F., & McDaniel, C. (2012). Marketing 5. Mason, OH South-Western, Cengage Learning. Lister, J. (1999-2012). Product Packaging Regulations. Retrieved from www.ehow.com http//www.ehow.com/list_6774882_product-packaging-regulations.html Smith, T. J. (2011). 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