Strategic Marketing for The UK confectionery market Term Paper

Strategic Marketing for The UK confectionery market - Term reputation ExampleSWOTStrengthsConfectionery sector is recession-proofConsumers engage in propensity buying because of targeted advertisementsChocolates considered an affordable, harmless foolishness (Adwan, 2003).WeaknessRising obesity Rising prices Consolidation in the market OpportunitySugar-free confectionery fetches get out margin for retailers This can be introduced for mainstream buyers and not just for the diabetics or the obese population. Preference for fair-trade products is high as main competitors switching to fair-trade confectionery (The Fairtrade Foundation 2010). Fair-trade public procurement has strong public support in UK. ThreatsHigh cocoa price exerts pressure on profit margins Sugar-free products more expensive than standard products plainly gaining popularityThree main competitors with rising market share AnalysisThe opportunities and threats suggest that market for sugar-free confectionery is rip ening because of rising obesity. The company should focus on fair-trade and people would be willing to pay a premium price for it. Accordingly the marketing strategy should be as follows. ... In the first year of execution it may not be possible to achieve any profits merely efforts would be make to ensure no loss too is incurred. Marketing Mix Product Premium quality sugar-free chocolates give to a discerning client base as this is the market-demand. Fair trade would be used for production. cost The price would not be kept too low because low pricing creates an adverse project of the product. To enter the market the right perception is important. Premium pricing attract the target segment but pricing would be formulate taking into account prices of competitors. Promotion consumers have become conscious of honorable and fair-trade and hence all promotions would carry messages of fair-trade. Introductory slabs can be clubbed with other products such as susceptibility drinks . Advertisements should be made by television, popular dailies, and through magazines. Advertisements should highlight sugar-free element to attract the conscious consumers. Consumer avocation should be sustained by changing the advertisements often. Advertisements should be appealing as consumers engage in impulse buying. Place - Distribution should be through all retail outlets, social clubs. It could be sold through kiosks at supermarkets. Online distribution strategy is also picking up and gift packs should be made usable through online orders. Energy Drink Background Obesity is on the rise in UK with. Obesity has been think to the quality of food and drinks consumed, in addition to the sedentary lifestyle which prevents people from visiting the gym or engaging in any sort of physical activity. Due to the quality of food consumed people omit the energy to exercise. People