Chocolate Bars Marketing Program

Abstract

This paper is about the marketing program for Chocolate bars. There is a number of different things that are explained and/or shown in it. The product is explained in detail. It's marketing strategy is also explained as well. The distribution channels for these chocolate bars are also explained. This paper shows the products overview and all the different strategies that were produced. There is a lot of different information about this products marketing provided in this essay.

Chocolate Bars Marketing Program

Every single business must deal with marketing whether they like it or not. It is the foundation of any type of company and/or business. Marketing is 'the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called the 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy." (Business Dictionary ) In most cases, the marketing of a business is based upon the customers needs as well as their satisfaction.

The chocolate bar industry is always at an on-going rise. There are always different chocolate bar company's no matter where the place is tying to sell their product. Each kind of bar is different but still roughly the same price. This is a good way to do things because it keeps the customers interested. Even with this strategy at hand there are still threats that come into play for any type of product.

In the candy/chocolate bar company there is an array of issues that they may come across. In most cases the issue is other chocolate bar companys taking over their area or store they were selling in, Otherwise known as competition. If the number of chocolate bars competitiors go up then sales will go down. If this happens then the company will most likely go out of business.

The next most important environmental force that will impact these chocolate bars would be the cost of material. If the cost of cocoa goes up then so will the product and with today's economy that results in a lowered sale level. Company's today have found lower grade cocoa to make their chocolate bars while still making them appealing . Most of today's companies would rather sell their product then have top grade cocoa.

The last factor would be transportation. There are plenty of reasons why this may be a problem. For instance the rising gas prices in today's economy. With the gas prices so high the pricing for production, shipping and handling must rise. Thus ensuring that the chocolate bars make it to their destination in tip top shape. If they did not raise those pricing scales then now a days we could almost garauntee broken, smashed, or melted chocolate bars. Obviously that would result in no sales and a closed company.

A new chocolate bar company should use geographic segmentation in order to sell thier product. Only because people love to eat chocolate bars no matter what their age, income, etc. may be. It doesn't matter whether thet are rich or poor, they still want to get a chocolate bar from time to time. Simply put companys shouldn't divide their consumers into those kinds of labels.

The other companies that sell chocolate bars often use the other ways of segmentation because they know that more children than older adults would like to buy their product. Advertising the product per selling area rather than targeting a certain type of person will have a better advantage at selling more products.

Consumer/buyer behavior is simply defined as "The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants." (Business Dictionary ) So in other words it's where people find, use, and throw away things that they need or want. Chocolate bars are easy for anyone of any age, ethnicity, culture, etc. to buy, eat, or get rid of and they satisfy any need or want for that customer.

In today's economy chocolate bars fall under the personal factor. The customers are the ones that choose to buy the product for themselves, no matter what their reasoning may be. Chocolate bars are more of an impulse buy because no matter what the consumer plans on buying when they go into a store or gas station, when they go to check out the product is right there in front of thier faces practically calling their name. Most people give into this marketing tactic and buy a chocolate bar or two.

"Market positioning is another area in which personality and consumer behavior are linked." (Worth, 2003) As a candy bar company the best way to sell the product is to place it in more than one spot in a store. Think of the situation like this. The customer goes down the candy aisle thinking "I don't need any of this" and walks away. Then they finish thier shopping and head to the check out where the product just happens to be again, making it hard to turn down a product for the second time. Thus far resulting in a chocolate bar purchase.

As we all know the demand is on the high end of the scale for all chocolate bars. Even with the demand being higher the company must keep the product in a "fair" price range. Making the product too expensive would be a horrible option because the product would not sell and the chocolate bar company wouldn't make any money. Also having the product very inexpensive is as bad because the company will find that there really isn't a profit.

In order to make any kind of profit the company has to deal with factors that may impact their product pricing. In any business or even just simply put, in order to "have money" you must first "pay the bills". In other words the company can't find the profit until they have ensured that they have paid for the cost of production, the marketing, and the employees. As long as they always "pay before they play" there should never be a problem.

As for a pricing method, the chocolate bars would be in the Above-, At-, Below- Market Pricing. There are many methods of pricing that would make sense but don't quite fit completely. This one fits well because there really is no set price to sell the product at. The company can adjust it as they go when it is necessary.

A distribution channel is divided into many different sections. They first way that they would be broken down are into to levels, otherwise known as direct