Marketing Galaxy Essay

The union that I maintain chosen for the basis for my report is Mars embodied. They have been placed the 5th largest privately held come with in the United States and had a $30 billion annual sales in 2010. The majority of commonwealth think of hot chocolate when they hear of Mars however their confectionary harvestings ar not the only thing they focus on. They cater for six business fragments- Petc atomic number 18 Wrigley sustenance Drink Symbioscience ChocolateThey ar a privately owned company with to a greater extent than than 65,000 Associates who are committed to delivering the best quality in the segments above. bulge out of the six segments I bequeath be focusing on iodine Chocolate. Mars have 4 billion dollar planetary brands which includes M&Ms Snickers and to a fault take outy Way.Chocolate confecti integrityry is very much a area of everyday life in the United landed estate. The UK is the largest chocolate consumer in the world with an annual averag e per capita sp annihilateing of 11.5 kg followed by Liechtenstein with 10.9 kg.The crusade why I have chosen this company is because they have a strong background when it comes to chocolate and trio of their products galax, Mars Bar and besides Bounty have been listed in the cryst whollyize Ten Chocolate bar of exclusively prison term. One of the products that Mars Incorporated that interest me is beetleweed which is extremely popular in the United terra firma Middle East and in Africa. wand full stoper is in addition cognize as Dove in some parts of the world such as United States Ger legion(predicate) Malaysia and Greece. Nevertheless, the chocolate used in Dove products is a varied taste from the chocolate used in galax. beetleweed has 11 un corresponding products such as galaxy Ripple coltsfoot Cookie crack up wandflower Counters.As we know coltsfoot has many different offer offs, which gave me an idea for a impertinent product. galax silver snow-covered . galaxy believes that the indulgence about chocolate is about the whole experience. It has a highlife yet sensual tang towards it. The majority of uninfected chocolate products is principally aim at the children foodstuff, providing products such Milky Way and Kinder Bueno. There are a few white chocolate products for adults however are on the upper scale such as Divine Fair-trade and Green & Blacks.When smell into the pick ups and fatalitys of a Galaxy chocolate, customers simmer down neediness that luxury feel when they take that first bite. (Galaxy calls it Love at first bite). Customers pauperism a warm feeling inside and for that moment, they dont want to worry about how many calories they are going to add. Galaxy peaceful white delivers exactly this and more. It shows adults with a white chocolate that is not deemed to be immature or righteousnessful(prenominal) any chocolate that you would have daily in your lunch box. This chocolate is for lovers of white ch ocolate or chocolate in general who enjoy indulging themselves with an experience that allows them to be in their own world where everything is perfect for that moment.70% of the whole UK confectionary securities industryplace is accounted for by chocolate, with annual sales of 3.75bn. uninfected chocolate only accounts for just 1 to 2% of UK chocolate consumption (milk chocolate accounts for 92%). Tony Bilsborough, sharpen of UK Media Relations (Cadbury) believes that there is a massive growth potential with white chocolate. Weve seen the figures and our competitors have, too, he says. I think you could say that white is the new brown. consort to securities industry research it has shown that white chocolate is famous among the female segment of the United Kingdom population. Women in return have rewarded Galaxy with sales figures that have totalled companies such as Ferrero, Green and Blacks, and Lindt combined. (According to UNS Worldpanel data.) Galaxys butt joint market is women between the ages of 25 and 45 however for Galaxy smooth bloodless, I would want to lower the age to 21, as I believe in this generation, women from the age of 21 are deemed to be more mature than they were 10 years ago as they are more independent and becoming more career focused.When behavioring at partition criteria for Galaxy Smooth white, I looked at Demographic. This segmentation involves dividing the market into different groups based on vari opens that relate to age, gender, family size, income, occupation, education, lifecycle and generation. This is known to be one of the most popular bases for segmenting consumers groups, mainly as consumers wants are closely link up to such variables as income and age and there is more data useable to assist with Demographic segmentation process.Below are the main demographic segmentation variables for Galaxy Smooth uninfectedAge/genderAs explained above Galaxy Smooth White leave behind be aimed at 21-45 year old women. As facts show that women in the United Kingdom find white chocolate very popular. There are many white chocolate available for children so breaking into that market will be a massive risk, whereas white chocolate aimed at women is a quite small market waiting to be broken. Galaxy is also known to be a chocolate that is soft sensual and sluice romantic. So aiming this product towards men will be a expectant fail.IncomeWhen looking at this product, its shows its a luxury good. However compared to products such as Green & Black and Divine it is not at that end of the scale. Galaxy Smooth White appeals to consumers of all eccentric persons of income which makes it different from competitors such as Divine who are aimed at those with a medium to high income.modus vivendiWhen looking at Galaxy Smooth White the type of women it is aimed at, is those with a hectic lifestyle so whether it be someone who works all through the week a mother of four or stock-still a student who constantly in t heir books. The aim of the chocolate is that when a women needs a moment for herself, Galaxy Smooth White allows her to tranquilize down allows her to focus on herself her needs and for that moment nothing else matters.The reason why I chose women between the age of 21 and 45 for the invest market is that apart from children they are the main consumers for white chocolate. There is also room for a luxury, sensuous affordable chocolate in the confectionery market. I still want to keep Galaxys consumers as a target market as the company has been influencing it consumers to fall in love with Galaxys silky taste while also endorsing itself as a symbol of indulgence, femininity, and sensuousness.It is important that Galaxys tralatitious image is reserved as there are many benefits for Galaxy Smooth White to be associated with Galaxy. One brand that may be seemed as competition is Cadburys hallucination, which is portrayed by them as a white chocolate make with real smooth, melt in yo ur speak chocolate. I know that Galaxy Smooth White will be positioned at a higher rank compared to Cadburys Dream as I have a more solid familiarity of my target market and Dream did not have a occur clarification of what their target market was.Galaxy has been linked to female-friendly activities such as book and films such as The Devil Wears Prada and Sex and The City. All this relates to Galaxy Smooth White Brand.When market Galaxy Smooth White, I need to make sure that I create a successful go of Being the right product Sold at the right impairment Sold in the right place Using the right furtherance ProductGalaxy is already a household image and is known for being a chocolate that caters for women. One of their branded names is wherefore have cotton when you bed have silk? When looking at what the customers wants from the Galaxy Smooth White, they still want that feeling of having a soft, smooth silk like feeling of white chocolate. Not only does it have to taste righ t, it has to look perfect. The packaging should be similar to the current Galaxy Smooth Milk however have white/sliver silky foil covers with the like colour background, however the words Galaxy written in white. The Galaxy Smooth White should be written in white. We still want to keep the packaging simple as the product is our main focus. canvas this product to others such as dream, I think the Brand name does put Galaxy Smooth White at an advantage as what we are loting relates to the brand has been backed up by the brand. So we are in a position where the consumers know what to expect.PriceGalaxy bars are now (46g) sold at a retail price of 57p. The larger ones (125g) are sold at 1.26. When looking at pricing the Price must(prenominal) be right. In regards to Galaxy Smooth white I will use, Penetration Pricing. The aim of this is to subjoin the market share of a product. Galaxy Smooth White could you the superfluous Introductory Offer. Here I am able to clip a relatively lo w initial entry price, lower than the established price to attract new customers. This strategy aims to encourage consumers to switch to the new product because of the lower price which will be 1 for 125g and 45p for 46g.Although this type of pricing is mostly associated with a marketing objective of increasing market share or sales volume, in the short term net income will result in being lower than if the price was manipulate higher. However long term, there would be profitability of higher market share, so the pricing strategy can often be justified. modelWe have to make sure that the Galaxy Smooth White is gettable in supermarket, on air and even local shops. Galaxy Smooth White should be available for consumers as other confectionaries are. So even a vending machine at work should have Galaxy Smooth White waiting for the consumer to demoralize it.Our distribution channel will be Suppliers wholesalers/companies-Consumers. I also would want to take samples to catalogue com panies as a way of introducing the new Galaxy Smooth White. The type of Catalogues I would like to send samples to be More and Cosmopolitan as they are magazine that are aimed at women aged 21-45.PromotionThe target market does need to be aware of the existence and availability of the product through promotion. To set ahead Galaxy Smooth White there needs to be a spacious range of advertising, through magazine television and billboards. The best time to promote and launch Galaxy Smooth White would be Christmas as it can relate to the White Christmas theme. It also related back to the brand, as many people will be busy buying Christmas presents students will be busy trying to get all their Christmas assignments done in time and they can relax with a bar of Galaxy Smooth White.The marketing unite should be more than a checklist of the 4Ps as we mist over blend together all the ingredients. The pricing, promotional and distribution strategy of Galaxy Smooth White must be consiste nt with the product and target market.Booms and Bitner (1981) suggested another extra 3Ps that are People somatogenetic cause ProcessPeople looks at all the people whether they be today or indirectly involved with the product. Process analyses the procedure in which the flow of the activities of which the product is consumed. Lastly, physical evidence is related to the environment in which the product is delivered.PeopleThe impact that people have within the market should neer be underestimated. This is most obvious when looking at front line sales to customer service staff which will have a direct impact on how your product is perceived. Galaxy as a whole makes sure that the customer services staff are provide high quality services to our consumers. This is why Galaxy Smooth White will be distributed in well names supermarket known for their beautiful customer service such as ASDA and Tesco. All the elements of the marketing mixed bag will have an impact in regards to Galaxy Smooth White but People carries an importance of regarding marketing as an integral part of the way I would do business is clear.ProcessThis part of the mix is about being easy to do business with. We have all been in situation where we have either become frustrated at call centres that are not able to answer our questions irritated when you are unable to purchase something in the shop because it is not recognise on their computer and you clearly see it on the shelf. Situations like this make this element important. This element will make sure Galaxy Smooth White looks at this from its consumers side. We will make sure that the process right and easy.Physical EvidenceWith tangible goods such as Galaxy Smooth White we can offer our consumers the chance to try before you buy, or at least see, touch or smell the good. This is why in out promotion element I explained by sample the chocolate in magazine, aimed towards our target market. Through this we will be able to build trust and th en a relationship with the consumer and to do this we must provide evidence of the quality that we will be providing as possible. Physical evidence refers to all the tangible, visible touch points that our consumer will come crossways before they buy.Overall, I do believe that this product will sell well because its new product made from an existing product and Galaxy has a strong name on its own and the products that have been made from Galaxy have all been a success and are still marketable.ReferencesNew year, new Galaxy Rainforest Alliance Certified chocolate . 2011. New year, new Galaxy Rainforest Alliance Certified umber . ONLINE Available athttp//www.galaxychocolate.co.uk/. Accessed 29 November 2011.About Mars World storied confederacy Mars . 2011. About Mars World Famous Company Mars . ONLINE Available at http//www.mars.com/global/about.aspx. Accessed 29 November 20117-Ps Extended market Mix Booms and Bitner. 2011. 7-Ps Extended marketing Mix Booms and Bitner. ONLINE Available athttp//www.valuebasedmanagement.net/methods_booms_bitner_7Ps.html. Accessed 12 declination 2011Nestle Marketing Mix and SWOT . 2011. Nestle Marketing Mix and SWOT . ONLINE Available at http//www.docstoc.com/docs/12163694/Nestle-Marketing-Mix-and-SWOT. Accessed 12 December 2011.Health, Beauty, Fashion, Love, Careers and more MORE Magazine. 2011. Health, Beauty, Fashion, Love, Careers and more MORE Magazine. ONLINE Available athttp//www.more.com/. Accessed 12 December 2011.How to Develop Your Distribution channel Marketing M.O.. 2011. How to Develop Your Distribution Channels Marketing M.O.. ONLINE Available athttp//www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/. Accessed 12 December 2011.