marketing prezentare firma

7/24/2019 marketing prezentare firma

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MARKETING STRATEGYOF



The Purple Legend

The history of the finest chocolate in theworld began in 1797 on October 9th whenPhilippe Suchard was born. He began as a

confectioner in Bern.On 17th o!e"ber# Philippe opened his

own chocolate store in euenburg.



He beca"e fa"ous trough his slogan $auchocolat fin de sa fabri%ue& '$ho"e"ade finechocolate&(.

The production of the chocolate was"ystery# and it was thought that it was "adewith no "achinery due to the fact thateuenburg was a poor !illage.



The first Suchard chocolate productswere under the for" of tablets and waffles.

)hen he e*tended his business he boughta "ill in the nearest !illage and was capable ofproducing +, to - /ilogra"s per day.



0t the beginning the chocolate wasof a dar/ color and was bitter.

Only in 19# Suchard2s "il/ chocolatebeca"e /nown.

3le!en years later# in 191# the P45PL3

L363 sees the light under the trade"ar/$8L:0&# which represents the co"bination ofthe 6er"an words "ilch and /a/ao.



are to be tender;

The co"pany "aintains the strong lin/with its costu"ers appealing to the childishi"agination and focus on the fairytales for

adults.The age target is between + and <, years old and for e!eryone that has a little /idinside always ready to co"e out and play;



Strenght Weakness

= 6ood brand i"age

= Strong notority

= 0ttracti!e prices= >un and capti!ating ad!ertising

= 3!ents participation

= i!ersification of products

= 6row tired of the purple ?ow

= Too co"plicated ca"paigns

Opportunity Threat= Pioneers

= 8ar/et growth

= nfinity of receipt

= Organic and ecological trends

= ew entrance in the "ar/et

'light# organic# fair trade#@(

= Strong co"petition

= 8ature "ar/et

S.).O.T.



8ar/eting epart"ent

>unction of 8ar/eting depart"entA

•5esearching )HO the consu"ers for theco"pany2s product are 'custo"er target(

•5esearching )H0T the consu"ers want•5esearching HO) consu"ers are affected bythe ad!ertising and the products the"sel!es

•?onducting the ad!ertising ca"paign based on

that research



8ar/eting Strategy

ProductA )ith the di!ersity of fla!ors they can satisfye!ery targeted consu"er

PlaceA 8ain businesses are in )estern 3urope than3astern 3urope# 4S0. The brand has leading positions in6er"any# >rance and 0ustria



Pro"otionA 8il/a organises e!ents li/e the fairs#participates in sponsorships# "a/es discounts

for sales and pro"otion on holidays

PriceA 8il/a deter"ines price on the basis ofco"petition. The prices are !ery fle*ible#

discounts can easily be deter"ined



Suggestions•

The collaboration with co"panies li/eOreo# acobs# or Tuc should be li"itedbecause people will always see it asso"ething new# and the production would

be bigger. Too "any co"binations of 8il/aand other products can lead to the loss ofthe "ain concept and taste of the originalchocolate.



• 0 "ain proble" is that children nowadaysthin/ that a real cow is purple. 0 solution

would be to place nor"al cows around LL0#the purple one.

•

So"e of their ca"paigns can be tooco"plicated.



5eferencesA

• http://www.milka.com/

• http://www.mwtr.com/mwtr/page?siteid=mwtr-

prd&locale=chen1&PagecRef=566

• https://prezi.com/o1g!"!6-g"t/milka-marketing-strateg#/

• http://www.confectioner#news.com/$an!fact!rers/$ilka-s-cost-e%ectie-marketing-in-time-of-t!rmoil

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