MARKETING MANAGEMENT

Yahya Saifuddin (12028)

Assignment 1
Brand: Candyland
Product: Novella Chocolate

MARKETING PHILOSPHIES:
Marketing concepts or marketing management philosophies are the philosophies used by the businesses
to guide their marketing efforts. In simple terms, marketing concepts relate to the philosophy
a business use to identify and fulfill the needs of its customers, benefiting both the customer and the
company. Same philosophy cannot result in a gain for every business, hence different businesses use
different marketing concepts (also called marketing management philosophies).Marketing concepts are
driven by clear objectives like cost efficiency, product quality, customer’s need fulfillment etc.

There are five marketing concepts. A company should choose the right one according to their and their
customers’ needs.

1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Social Marketing Concept

Production Philosophy:

 Reason behind launching Novella chocolate would be the fastest growing category in confectionary, and
the research has shown consumer’s interest in premium milk chocolate.
 The main would be to increase in supply so that it is easily available to the consumers.
 Novella wouldn’t be much expensive. It would be an affordable milk chocolate
 Positioning  low price high quality

Product Philosophy:

 As customers never want to compromise on the quality, we would provide rich, milky taste.
 The quantity and the taste of novella would become a competitor for other brand’s chocolate.
 Product packaging would be attractive & catchy enough to grab customer’s attention specially kids.
 Pricing of Novella would vary according to its sizes. Example: Rs.10 bar, Rs.20 bar & Rs.50 bar.
 There would be variety of flavours other than milk chocolate. Example: Strawberry, Hazelnut, Caramel,
& Biscuit chunks.
 Tag Line  Silky Smooth Milk Chocolate.
 Selling Philosophy:

 Target marketing would be for kids, teenagers, & adults.

 Would be available in all, Super marts & retail stores.
 In order to increase sales of Novella, we could give the gifts along with the chocolate like kinder egg.
 Such innovation would help increase sales.

Marketing Philosophy:

 Marketing concept is to fulfill customer’s need.

 We would conduct researches before end to know what our consumer really expects from us.
 Once we are done, we would test our product in market by giving free samples in super stores and would
arrange kiosk in malls to get customer’s feedback.
 Then we would only create and make chocolates as our customer’s would ask to.
 We would also keep an eye on our competitors in the market, so that we are not unaware of market.
 We would also arrange Novella events like festival where our audience will come together to enjoy
which would be a great marketing strategy.