Whittakers the major chocolate manufacturer and the only fully owned New Zealand Company. It is the second biggest chocolate brand in New Zealand. It has dark peanuts slab, processing of beans includes human involvement. There is no solid milk in this chocolate. Whittaker forwards its quality using pure cocoa butter and cocoa milk.
Product feature for Whittaker’s products:-
Dark chocolate has always been best seller for company by setting a trend or a saga of taste. Its high quality cocoa beans and it is family sized blocks of chocolate having 72% dark Ghana chocolate. It is popular in KIWI people of New Zealand because Whittaker is KIWI owned company and has been one of the good competitors. Its vegan preparation add features in this chocolates
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Product Support for Whittaker’s products:-
The product support for the Whittaker chocolates are, contact centre details, other elements like phone number, email communication and customer support details. Also, retailers always have taken Whittaker’s as the most appreciable manufacturer of market for its quality and long term appreciation of customers. Internet is also play a crucial for product support because it is ultra-modern and technology. It has the pages on Facebook, LinkedIn, @twitter, web pages and other blogs.
Product differentiation for Whittaker’s products:-
If compared with other big market players like Nestle, Ferro and Cadbury the range of products at Whittaker’s is unmatchable. If we talk about differentiation, as we know there are 33% cocoa in this chocolate and only 21% cocoa in Cadbury chocolate. All the cocoa for Whittaker comes from Ghana and Madagascar. All are gluten free as comparison to other companies.
4 recommendations to make improvement in marketing mix:-
1):- The cost factor should be sized on the bases of customer purchasing capacity in addition to quality of product. It seems rich chocolate for riches.
2):-Company should take steps to raise their market in Asian countries for their certain development towards international marketing.
3):-Quality no doubt is the prime factor for any product of a company to survive long in the market however availability of the sale is rather more important. For an example if a person sitting in foreign country wishes to taste the product of Whittaker’s needs to shell out extra cents to purchase it via internet.
4):-Local existence in different markets is very important for company as the positivity of its being a Kiwi company is turning towards negativity as a large mass of consumers is still unaware of this brand name.
Answer to Question No. 2:
Below is the detailed study of 4 different pricing strategies at Whittaker’s namely:
Value Based Pricing
Competition based Pricing
Value-Based Pricing:-The strategies to put price first as a primary factor and not the exclusive is Value-based pricing. Whittaker’s set its pricing lesser as a tag of profitability and more as a cost to quality. The price for Whittaker’s seems higher if compared with any foreign brand. The ‘Creamy Milk’ product of Whittaker’s has a direct competitor in global market i.e. ‘Dairy Milk’ form Cadbury. KIWI mostly people prefer to go for Whittaker for its purity and vegan .So it goes with Whittaker’s also, they set the price as not to earn the profit only but to keep the clientele attached with brand furthermore.
Competition-based Pricing: Whittaker follow the steps to stay longer in the market via setting the price of goods in accordance with the price of similar products (already existing or newly launched).As we know very well, Whittaker chocolates are liked by KIWI people not only of its pricing but also their quality in chocolates. According to marketing manager of Whittaker, cocoa butter is more expensive but still they are selling chocolates on normal price which is beneficial for company output as comparison to other company cocoa like Cadbury.
Differential Pricing: On the basis of differential pricing, Whittaker chocolates can promote and sell their products through coupons, mega sales, price rebates and distribution outlet. Also it’s depending on demographics or customer distinctions like age, lifestyles, status, and income. Moreover, on the basis of competitors and market research and pricing of others companies is beneficial.
Bundle Pricing: – Company can sell their product by increasing the volume of products in bucket and sale their product on normal prices. Everyone like the bundle products near to festivals like Christmas and for gift to anyone. They can down their prices near to festivals for customer attractions and for some profit. it differentiate the competition by providing a surplus to the range of customers through offering the bundle of products in a package.
4 other basis of pricing to improve the mix of marketing:-
Whittaker’s should expand their business on global strategies maintain their price and strategies to compete other chocolates company like NESTLE, Hershey and Cadbury etc.
Offering the cost effectiveness delivery to customers with good quality is required to improvement.
In bundle pricing, the company should start with services like appreciation to customers or provide token and coupons that will boost the sales.
Company can include the references of all social contributions to the society because customers will earn the references and raise the emotional factor in the heart of purchaser.
Answer to Question No. 3:
Advertisement: on the basis of advertisement effectiveness, Whittaker’s scored on the prospect of advertising can be scored 10/ 10. They motivates the customers by advertisement on Social sites like Facebook, linked, @twitter helping a lot to promote the products of Whittaker chocolates. Even the other ways like television, print media and radio are also been adopted by this company to grab more attentions.
Public Relation: the word of mouth is also known as variant of marketing. Same as doing by Whittaker Company. They give first preference to public relations because majority of companies taken activity into action for its customers.it is called jargoned word of mouth, technical or tailored to a product. It becomes very important to entertain that Whittaker is doing well in.
Consumer Promotions: Customer’s loyalty is preferred by company in consumer promotion in which consumers having long term relations with company. The other way to promote are sampling, contests, money
Refunds, packaging, loyalty schemes and exhibitions to attract the customers attentions.
4 promotional tools for attracting customers to purchase Whittaker’s products instead of other brands:
As a thumb rule of business promotion i.e. the advertisement like television promos at a grand level to explore the potential company should increase the diameters from country basis to global basis and should go for the television promos at a grand level to explore the potential market or customers across the world.
Whittaker’s should design promotional campaigns in other countries according to their regional language at the world level.
We can promote the product on you tube videos and on created pages of Facebook, twitter so that everyone who liked the paged on Facebook or on twitter can see the new flavour or existing product of chocolate.
As Whittaker’s have justified that it’s a brand of the KIWI and for the KIWI; should similarly impact the people by interacting their eating, living, purchasing and spending habits with the company’s product range. It will convey a message that this brand has a product to treat every sector of people
Answer to Question No. 4:
Exclusive: Hereby the company has taken much of the exclusiveness of distribution in its own hands. The example for this can be drawn through the website of Whittaker’s. A wide ranged catalogue covering the entire range of existing products, their descriptions is mentioned along with pictorial representation of product packaging.
Selective: Whittaker’s is a company that explores more of strategy of selective distribution as the products and distributions of the company are for limited area or people. Though it is opposite to an open distribution system but a depicting one for the business nature of the company. This strategy has its own charm as because the area of competition decreases the margin of profit earning increases. Henceforth if a global market player like Cadbury or Nestle which has an open distributions system will not be successful to earn the clientele in business territories of Whittaker’s as because the impact of Whittaker’s on KIWIs is century long. A foreign brand cannot afford such a high cost of production by paying international taxes. In case if they try launching a product or product line by compromising slightly with the quality even, the newly customer will built rather more strong interest in their previous brand of chocolate.
Intensive: Whitaker though has not it available for entire world through all different means of distribution however it is intensive approach of distribution for the areas where it is popular.
Other methods for distributions:
Direct Method: the company should start the company should seek for franchisees or their own branch outlets at continental level.
Indirect method: by adopting this method the company can reach put to the areas where it already is not having trade currently without losing the authority of decision making.
Channel distribution: by adopting this method the company can open its outlets by sharing the business compulsion with local potential natives of foreign lands.
Answer to Question No. 5:
Product: – product quality plays a crucial role in selling of product. If there is good quality .then, everyone likes to buy the product. For example Audi car, people like to buy the Audi because of its high performance and also good looking.
Price: – Price should be according to the market and the service/product. For BIC the manufacturers of lighters, razors and pens should provide the services of the product at the affordable price to attract more customers.
Place: – Placement is also play an equal role for company. For example Amway Company sells their product through independent business owners of worldwide. In the India, mostly like to sell their second hand through car agents or dealers.
Promotion: companies doing advertisement on radio, television, on social sites like Facebook, yahoo and Other ways like sampling, packaging, branding and coupons for the promotion of product.
If we talk about Whittaker’s chocolate all these things are important. For products, they are using 33% cocoa butter as comparison to Cadbury and affordable price, good placement and promotion.
New Zealand (2012). New Zealand profile in 2012, retrieved in www.wikipedia.com
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