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Marketing Communications Assignment (Doc)

   

Added on  2020-10-05

12 Pages3890 Words128 Views
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Marketing Communications,Marketing Planning andConsumer Behaviour
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Table of ContentsINTRODUCTION...........................................................................................................................1Task 1...............................................................................................................................................1Background to consumer behaviour for your organisation’s market.....................................1Impact of psychological and environmental variables on customers.....................................2Role of advertising and promotion in marketing....................................................................3TASK 2............................................................................................................................................5Marketing and integrated promotional plan for a product or service.....................................5TASK 3............................................................................................................................................7Role of below the line (BTL) and above the line (ATL) techniques in marketing andcommunications plan and use of below the line techniques for selected products or service7Above the Line.......................................................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
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INTRODUCTIONMarketing communication is a strategy used by companies to build interaction withconsumers to utilise it as a measure to market the products and services of enterprise. MarketingPlanning is a comprehensive process which involves creation of blueprint which lays outstructure of company's marketing and advertising strategies for near future (Belch and et. al.,2014). Consumer behaviour is the study of how individuals, groups or organisations makedecisions associated with purchase, consumption and disposal of goods and services so as tosatisfy their needs. The present report is based upon Cadbury which is planning to launch sugarfree chocolates named Cadbury Plus in Dubai. This report gains an insight into consumerbehaviour towards organisation' market along with effects of psychological and environmentalvariables upon their psyche. Besides this, role of advertising and promotion in marketingstrategies has been explored. Furthermore, a marketing and integrated promotional plan has beendeveloped for successful launch of product. Lastly, consideration has been given to above theline and below the lines marketing techniques.Task 1Background to consumer behaviour for your organisation’s marketCadbury was introduced in markets of United Kingdom back in the year 1905. Sincethen, company has introduced a number of products under various brand names. It is a Britishconfectionery corporation which is at present owned by Mondelez International. Company islaunching a new product named Cadbury Plus in Dubai, UAE to tap advantage of the alreadyestablished brand name and image of enterprise in marketplace. Dubai is an excellent place forintroducing a new product, service or a product line as it has now become a major businesscentre with opportunistic and dynamic market (Constantinides, 2014). Dubai is located at a placewhich is taken advantage of by many companies to gain strategic edge in industry due to itsluxurious lifestyle and high quality living standards.Over years, confectionery industry, specifically the chocolate segment, has been one ofthe largest sectors in UAE and experienced rapid growth and development between the period2012 to 2016. This growth basically owed to the popularity and large scale marketing of newpackaging, labelling and distribution formats like family packs, fun-size and ready to consumesmall packs. One of the companies to primarily come up with this concept of variable size and1
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