Analysis of Marketing Principles and Techniques for Cremeco Chocolate

This report analyzes the marketing strategies of Cremeco, a UK-based chocolate company. It begins with an introduction to marketing principles, emphasizing their role in enhancing sales and revenue. The report then delves into market segmentation, exploring geographic, demographic, psychographic, and behavioral segmentation strategies applicable to Cremeco. The marketing mix, encompassing product, price, place, and promotion, is also discussed. The report further investigates market research methods, differentiating between primary (questionnaires, observation, interviews) and secondary research, and their application in understanding market size, growth rate, and profitability. E-marketing methods, including SEO, content marketing, social media, email marketing, and paid advertising, are examined in the context of maintaining a company's online image. The report concludes with an application of learning through a case study of Cremeco, including a questionnaire and analysis to understand consumer preferences and market dynamics. The report highlights the importance of adapting marketing strategies to meet consumer needs and enhance business performance within the competitive chocolate market.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1: Concept of marketing...........................................................................................................3
1.2: Market segmentation............................................................................................................4
1.3: Marketing Mix.....................................................................................................................5
TASK 2............................................................................................................................................5
2.1: Aims of research and market analysis .................................................................................5
2.2: Marketing research method..................................................................................................5
TASK 3............................................................................................................................................6
4.1: Method used for E-market product and services................................................................6
3.2: Maintaining online image of company................................................................................7
TASK 4............................................................................................................................................7
3.1: Applying your learning........................................................................................................7
Introduction.................................................................................................................................7
Title:...........................................................................................................................................8
Demographics:...........................................................................................................................8
Questionnaire and analysis from questionnaire in a data table...................................................8
Conclusion.................................................................................................................................20
Recommendation.......................................................................................................................20
4 PS of marketing......................................................................................................................20
REFERENCES..............................................................................................................................23

INTRODUCTION
Marketing is one of the most crucial tool which can be used by the organization for
improving the sales and revenue of an organization. There is a strong requirement to have an
effective marketing tool so that the product can be enhanced in an effective manner. Although,
this can be rightly said that diverse authors have made an effective strategy which can be used by
the organization for elaborating the marketing in various manners. Few of them thinks that
marketing is a strong tool which links to the fulfillment of business actions for identifying
diverse plans, fix price, advertising of goods and services, promotions and distributes in an
effective manner. While, on the other hand, few thinks that marketing is a kind of business tool
that emphasis on enhancing living standards of the society. Cremeco, a chocolate company
which is located at UK is chosen for the purpose of preparing this report. Other authors rightly
said that marketing is a kind of art that enhance on improving products values in an effective
manner. This project report likewise elaborates about principles and tools of marketing and
relevance of E-marketing and diverse essential tools of marketing. This product also considered
in this market research is chocolate and states about diverse foremost tool in marketing this
product (Aiken, Lu and Ji, 2013)
TASK 1
1.1: Concept of marketing
Marketing is more essential and foremost element for the all organisation to maximise
their revenues and turnover. Cremeco is deals in different variety of chocolates products to the
customers at reasonable and affordable price. It is type of small business that being run for six
months.
Marketing is one of the main part for the growth and success of company at different
level. According to marketing association, it can be define as marketing is an effective activity
for developing, exchanging and communicating needs and wants of the customers. This includes
different elements considering advertisement, sales promotion, public relation and many other.
There are different aspects which are highly depending on marketing are explained blow:
Maintaining market reputation: Marketing tool benefited to the business entity to
maintain their market position by providing quality products and services to the customers at
reasonable price (Cohen and Karatzimas, 2013).

Planning activities: It is identify as an important activity which is mainly related with
tools and techniques of marketing. With the help of this business can easily achieve long term
targets.
Research activity: It is another and foremost part of the marketing which support
marketing manager in order to conduct research program and identify basic needs and wants of
customers.
1.2: Market segmentation
It is important and beneficial for the Cremeco to divide their marketplace as per the wants
and demand of customers. Market segmentation includes four elements which are explained as
below:
Geographic segmentation: In this entire place of market is divided on the basis of
geographic criteria. This segmentation include region, climatic zone, population density, country
and many other parts. All these are effects on business performance and productivity in direct
manner (Deaconu and Buiga,2010).
For an example- Cremeco may select to market brand in particular countries bout not in
the others. Brand could sold in single market, state and one region only.
Demographic segmentation: This segmentation is mainly based on age, family size,
income, socio-economic and many other. It take on customers with related demographic
visibility will exhibit interest and pattern of customers buying behaviour.
Example- Cremeco has minimum cost chocolate and also makes for the middle class
people but the cost of Ferrero rocher is high and its target the high consumers.
Behaviours segmentation: This part of the market segmentation is entirely based on
customer behaviour and attitudes. Thus, it is highly impacts on business and its activities in
direct or indirect way.
Example- Children like the chocolate most where as young person do not like.
Psychographic segmentation: It is another part of the market segmentation which is
entirely based on opinion, interest and activities of buyers. Taste and choice of the customer
regarding chocolates and many other confectionery products is good which show better and
strong position of company in marketplace (Deaconu and Buiga, 2010).
For an example- Market of Cremeco based on taste of consumers but they also want
different flavours of chocolates.

1.3: Marketing Mix
Marketing mix consisting of various components which includes products, prices, place
and promotion which need to be considered by the management of company. Under this, the four
P's of marketing mix included which help in know about the cost, about details of products,
place, channel of distribution and way to promotion to aware people about the services of an
organisation.
TASK 2
2.1: Aims of research and market analysis
The main objective of conducting research is to increase expansion of business through
developing new and innovative ideas to market existing products and services. There are
following aspects which need to be determine by company:
Market size: The expansion of business will bring huge sales and revenue for company.
There are some aspects which need to be considered while expansion that includes government
data, trade association and financial data so that idea of expansion will be more.
Market Growth rate: It is used to forecast the market growth rate which are based on
historical data and uses them for future in order to make business more successful.
Market profitability: It has been clearly observed that business in chocolate industry are
more successful if all strategies related to business operation are properly executed (Hall, 2012).
2.2: Marketing research method
Primary Research: This is the research which is done for the first time and this also
make the business in an effective manner. Primary research is the tool which is used for making
the business research in a most appropriate manner. Here are so many tools that can be used by
the organization for making the primary research. This is time consuming process.
There are three different kinds of primary research methods:
Questionnaire- This primary research method includes getting the feedback from existing
consumers through multi question and structured survey. An investigator use questionnaire for
the purpose of know about opinion of respondents regarding specific subject.
Observation- Under this, researcher observe the behavior as well as action of existing
consumers regarding the particular topic of research. Researcher use the cameras and trained
observers to record behavior of participants in certain condition.

Interviews- These are like the focus groups and it is well suited for service and goods.
Under this, telephone and face to face interviews can more effective because under which
researcher get the in- depth answers from respondents.
Secondary Research: This is the research method which is already published. The data
already collected somewhere and here, there is only need to summaries the data in an effective
manner. (Polman and Atwater, 2012). This research procedure comprises determining issues
and outlining them, fixing and targeting, framing the research design, forming of research tools,
recording and in the end, investigating the data.
SWOT and PESTLE both are helpful in analyses the internal and external environment.
By using the secondary research, an investigator collect information about the SWOT and
PESTLE analysis to examining market. SWOT analysis is related with the internal environment
which management can easily control. On the other hand, PESTLE helps in analyses the external
environment and these are not controllable by the company and develop negative impact on
business and its operations.
TASK 3
4.1: Method used for E-market product and services
Search engine optimization: To come at higher positions when the people search on
internet the company needs to optimise their websites and their online content so that google can
place your website above then others because of quality data provided. This can be done through
research, inbound links to other sections of internet sites and hyperlinks from other add on sites.
Content marketing: Finding out what your respondents are best responding to can
increase the chances of communicating properly to the customers and thus helps in creating an
effective marketing plan. This is the crucial target of online marketing which is to enhance the
sales, consumer retention and awareness of the good. But various people assume that content is
only written for blogs or e-books. Organization not only comprise data but this likewise
comprise the images, animation, video-graphy, info-graphic and audio. (Sarea and Hanefah,
2013).
Social media marketing: This is much easy mode to connect the majority of people with
the business. The platforms which are included in social media is Facebook, twitter, Instagram
etc. So this can be a desirable method to use for marketing.

E-mail marketing: In this type of marketing , the customers email addresses are
acquired from the internet and then different brochures and other hyperlinks are sent to the
customers at their email ids directly so that they can check them easily.
Paid advertising: this is kind oF marketing in which the companies pay fees so that the
popular sites can show the ads of the company at their websites to attract the customers at their
own site.
3.2: Maintaining online image of company
The company can use different kinds of methods for maintaining the image of the
company on internet by following ways:
 Optimizing the website of the company with the company's own name. Optimising of
pages of websites by using by most important keyword , the name of your company
(Vargas-Hernández, 2012).
 The company should actively monitor the web search results at least once during a
month. This means that the company should google the name of the company and check
the results for any negative results in the data that is presented in the websites.
 Certain steps should be taken to respond to the negative content and contact the creator of
it. When the company is more popular and large there is bigger chances of finding
negative content more frequently.
 Paying proper attention on the information that is reflected on the Wikipedia page of your
company. When some one searches about the company the Wikipedia page is opened
among the top five searches and it is very critical to check the data displayed on
Wikipedia.
TASK 4
3.1: Applying your learning
Introduction
Market research refers to activity or action of collecting information related to
preferences and requirements of consumers. It helps in conduct research on systematic basis.
Under this section mention about the demographics and gather necessary data and information
about the services and products.
Primary research:

Title:
This report is based on Cremeco organization and under this product is selected for
market research is chocolate.
Demographics:
Under this, product is segmented on the basis of age, gender, income level, occupation of
person.
Questionnaire and analysis from questionnaire in a data table
THEME 1: Most preferred chocolates
Q1 Which is most preferred chocolates for
personal consumption of customers?
Frequency
Cadbury 5 Star 8
Nestle Munch 4
Nestle Kit Kat 6
Cadbury dairy Milk 12
Cadbury 5 Star Nestle Munch Nestle Kit Kat Cadbury dairy Milk
0
2
4
6
8
10
12
8
4
6
12
Column B

Interpretation: 8 people said that Cadbury is most preferred chocolate but according to 6
respondents Nestle Kit Kat is most liked through consumers.
THEME 2: Chocolate preferred by you is not available
Q2 If the chocolate preferred by you is not
available on the particular shop then will
you buy another chocolate?
Frequency
Yes 20
No 10
Interpretation: 20 customers are said that they preferred another chocolate but 10 people are
give their views that they are not prefer another chocolate if particular chocolate are not available
in the shop.
THEME 3: Marketing strategies adopted
Q3 What are the marketing strategies
adopted by company for selling chocolates?
Frequency
Relationship marketing 22
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Paid Advertisement 8
Interpretation: 22 customers are said that relationship marketing is used by the company for
selling their products. 8 people are give views that paid advertisement can be use by firm.
THEME 4: Important factor which is influencing customers
Q4 Which is the most important factor
which is influencing customers to buy
chocolate?
Frequency
Nutritional feature 21
Packaging 9
22
8
Relationship marketing
Paid Advertisement
22
8
Relationship marketing
Paid Advertisement

Interpretation: 21 customers are agree influencing by nutritional feature of chocolate and 9
people are influence by packed chocolate.
THEME 5: Major objectives of brand audit
Q5 What are the major objectives of brand
audit?
Frequency
Analysing strength 12
Examining different branding aspect 18
Nutritional feature Packaging
0
5
10
15
20
25 21
9 Column B

Interpretation: 12 people said that analysis strength is main aim of brand audit but 18
respondents are agree with examine different branding aspect.
THEME 6: Major sources of brand equity of chocolates
Q6 What are the major sources of brand
equity of chocolates?
Frequency
Brand Awareness 8
Taste and preferences of Customers 10
Brand image 12
Analysing strength Examining different branding aspect
0
2
4
6
8
10
12
14
16
18
12
18
Column B

Interpretation: 8 respondents said that brand awareness is main brand equity sources but
according to 10 respondents Taste and preferences of Customers is main source.
THEME 7: Advertisement is the best method of promoting
Q7 Does advertisement is the best method of
promoting Chocolates?
Frequency
Yes 16
No 14
8
10
12 Brand Awareness
Taste and preferences of
Customers
Brand image

Interpretation: 16 respondents are agree with advertisement but 14 people are disagree.
TASK 8: Main challenges in chocolate industry
Q8 What are the main challenges in
chocolate industry?
Frequency
High entry barriers 5
High exercise and import duty 8
Price Sensitive Customers 17
Yes No
13
13.5
14
14.5
15
15.5
16
16.5
16
14
Column B

Interpretation: 8 respondents said that main challenge is high entry barriers but 17 respondents
are agree with the Price Sensitive Customers.
TASK 9: Major segments of chocolate
Q9 What are the major segments of
chocolate?
Frequency
Sugar Panned Segment 8
Count Line segment 6
Choco Panned Segment 16
5
8 17
High entry barriers
High exercise and import duty
Price Sensitive Customers

Interpretation: 6 respondents said that Sugar Panned Segment is main segment but 16
respondents are agree with Choco Panned Segment.
THEME 10: Major drivers in chocolate industry
Q10 What are the major drivers in
chocolate industry?
Frequency
Rising income of customers 11
Attractive price 6
Chocolate Gifting 13
Sugar Panned Segment Count Line segment Choco Panned Segment
0
2
4
6
8
10
12
14
16
Column B

Interpretation: 11 people are with an option of rising income of customers and 13 respondents
are with the chocolate gifting.
THEME 11: Major competitor in chocolate line
Q11) Which are the major competitor in
chocolate line?
Frequency
Nestle 18
Cadbury 12
11
6
13
Rising income of customers
Attractive price
Chocolate Gifting

Interpretation: 18 respondents are agree with an option of 18 respondents but 12 respondents
are agree with Cadbury.
THEME 12: Age group of customers is mostly liking chocolates
Q12 What age group of customers is mostly
liking chocolates?
Frequency
Kids 20
Teenagers 10
18
12
Nestle
Cadbury
Kids Teenagers
0
2
4
6
8
10
12
14
16
18
20
20
10
Column B

Interpretation: It can be evaluated that 20 of them are saving chocolates are mostly preferred by
kinds and rest 10 are saying it is like by teenagers.
THEME 13: Chocolate brand is having highest brand
Q13 Which chocolate brand is having
highest brand in UK?
Frequency
Mars (Galaxy) 5
Kraft 7
Lindt 18
Interpretation: Maximum 18 of them are thinking that Lindt is most popular brand whereas 7
and 5 have selected Kraft and Mars respectively.
THEME 14: Major categories of chocolate available
Q14 What are the major categories of
chocolate available in UK Market
Frequency
Dark Chocolate 8
Candy Chocolate 6
5
7 18
Mars (Galaxy)
Kraft
Lindt

White Chocolate 16
Interpretation: According to 16 respondents major chocolates that are available are white
chocolate. whereas 8 and 6 have chosen Dark and Candy chocolate respectively.
Q15) Recommend different ways by which company can increase its business.
Conclusion
It has been concluded from the above marketing plan that there are important aspects
which is compulsorily required for company especially new company to consider in order to
achieve growth and success in market for longer period of time. Through using primary research
method company collect relevant information.
Recommendation
From above mention market research, it has been recommend that company should use
the advance technology to make improvement in business. In research, management should
include its employees.
Dark Chocolate Candy Chocolate White Chocolate
0
2
4
6
8
10
12
14
16
8
6
16
Column B

4 PS of marketing
Product: There are multiple variety of chocolate products are offered by Cremeco due to
which maximum number of customers especially children and youth are easily attracted which
may increases sales figure and revenue of company.
Price: Cremeco charges an affordable prices for their chocolate products due to which it
becomes easy for them to influence interest and buying behaviour of their targeted customers.
Place: As Cremeco is operating its business for last 6 months only at one place which
may difficult to them to expand its area of business thus proper steps are required to be taken to
recover issues and achieve huge revenues (Georgiou and Jack, 2011).
Promotion: In order to spread the information about the products and the prices charged
by Cremeco, it must required to adopt various promotional techniques with an objective of
attracting and influencing the buying behavior of targeted customers.
Secondary research:
Using market analysis tools: In this organization, there is a essential need to adopt SWOT
analysis in order to identify diverse aspects which are elaborated as under:
Strengths: This is the positive aspect which the cited company is having chocolates
which are positioned as the gifting and likewise implementing in the celebrations, henceforth, if
there would be any festivals, then in that case, consumers would definitely tends to buy the
chocolates in order to celebrate the event, henceforth, this is rightly said that strength for the
organization.
Weaknesses: This is the inner weaknesses which might emerge in the organization. the
main weakness of the organization is the more costs and enhancement in the price and rural
distribution. as this can be rightly said that product cost are rising that have adverse effect on the
sales of the product.
Opportunities: When weakness converts into the opportunities, this becomes beneficial
for the organization. If organization concentrates on enhancing their supplies to the rural areas
then in that case this helps to enhance the sales drastically.
Threats: This is the thing which organization is facing that are related to the awareness
in the health consciousness among the consumers that are leading to reduction on the sales
products (Phillips and Graeff, 2014).

Interpretation of the outcomes: Market research of the chocolate which has assessed by
implementing data acquired from the market.
The product that is taken under this report is chocolate. PESTLE analysis of Chocolate
of Cremeco organization:
Political- Change of government from Labor party to Conservative Domocrat is bound to
impact on operations of Cremeco company. Concern of government related to obesity have lead
to the proposals for sugar and pressure to placed on producers to minimize sugar amount in
goods.
Economical- Worldwide economic reduced impacted the business of Chocolate plans
quite but it did not impact on the sales more. The main economic factors are inflation rate, tax
rate, deflation etc.
Social- Chocolate has been responsive to change the demand of customers and it has been
made of dairy milk. Company made chocolate on the basis of demand of consumers.
Technological- It is helpful in increasing the business operations along with make
improvement in quality of chocolates.
Legal- This factor affect on the need of chocolate to give ingredients details and also
details about the calorie to assist customers with making the selection based on fat content.
Environment- It consist packaging amount which they use and firm minimize the use of
eggs and make the organic chocolates which can not harm human body.

REFERENCES
Books and Journals
Aiken, M., Lu, W. and Ji, X. D., 2013. The new accounting standard in China.Perspectives on
Accounting and Finance in China (RLE Accounting).8. p.159.
Cohen, S. and Karatzimas, S., 2013. Has IFRS adoption affected management accounting
systems? Empirical evidence from Greece. International Journal of Accounting,
Auditing and Performance Evaluation. 9(3). pp.268-285.
Deaconu, A. and Buiga, A., 2010. Analysis of the convergence degree between the accounting
and the valuation standards concerning fair value. Journal of Property Investment &
Finance. 28(5). pp.365-384.
Deaconu, A. and Buiga, A., 2010. Analysis of the convergence degree between the accounting
and the valuation standards concerning fair value. Journal of Property Investment &
Finance. 28(5). pp.365-384.
Georgiou, O. and Jack, L., 2011. In pursuit of legitimacy: A history behind fair value
accounting.The British Accounting Review. 43(4). pp.311-323.
Hall, J. A., 2012.Accounting information systems. Cengage Learning.
Phillips, M. E. and Graeff, T. R., 2014. Using an in-class simulation in the first accounting class:
moving from surface to deep learning. Journal of Education for Business. 89(5).
pp.241-247.
Polman, A. and Atwater, H. A., 2012. Photonic design principles for ultrahigh-efficiency
photovoltaics. Nature materials.11(3). p.174.
Sarea, A. M. and Hanefah, M. M., 2013. Adoption of AAOIFI accounting standards by Islamic
banks of Bahrain. journal of Financial Reporting and Accounting.11(2). pp.131-142.
Vargas-Hernández, J. G., 2012. Background of the Degree in Public Accounting. Accounting &
Financial History Research Journal. (3).