BERYL’S PLACE At Beryl’s it’s all about delivering the best chocolates in Malaysia. Beryl’s chocolate wonderland Seri Kembangan, Selangor Darul Ehsan Beryl’s chocolate kingdom Jalan Imbi , Kuala Lumpur PRODUCT Beryl’s product carries this implied promise of the very best in chocolate products and the Beryl’s brand is now synonymous with that expectation. We commit a substantial amount of time, effort and resources towards the development of unique chocolate combinations. Many of these use local and regional ingredients including durians, mangoes and even chilies to create chocolate blends like no other.
This development process starts however with the finest raw materials including some of the world’s best cocoa beans from Ghana. The use of the best raw material is, we believe important in ensuring the finest finished products. The examples of Beryl’s product are: *PANNED CHOCOLATE * BAR CHOCOLATE * MINI CHOCOLATE *TIRAMISU CHOCOLATE PROMOTION Promotion strategy for market expansion The following are some of the strategies used by Beryl’s for market expansion: • Availability of BERYL’S enhanced through an expansion of the vending machine network. New consumption opportunities for chocolates and confectionery were identified and developed in areas like railway platforms, college canteens and major events. • Beryl’s give sample at several supermarket to people taste it before buy. PRICE The price of Beryl’s chocolate is cheaper than the other chocolates from other country. It is because the factory of Beryl’s chocolate located at Malaysia. So, it only use less cost to transport the chocolates to supermarket or shop nearby. PRICING STRATEGY A key advantage of maintaining a strong brand image in a competitive market is a degree of flexibility in the pricing strategy.
It is a common characteristic of imperfectly competitive markets for producers to concentrate on non-price competition. When looking at the pricing strategy for Beryl’s, it can be seen from the figures that the real price has remained remarkably stable over the last sixty years. CADBURY PLACE In 1824, quaker John Cadbury opened a small shop in Birmingham, England, where he sold tea, coffee, cocoa and drinking chocolate. This humble beginning would eventually grow into a giant company that today exports products around the world. Major markets include: Australia Canada New Zealand United Kingdom United States
PRODUCT In fact, Cadbury’s had become a brand virtually generic to chocolates. Then chocolates were used to reward and reinforce positive behavior and hence were categorized as a luxury reserved for special occasions. This was, a stark contrast to the west where chocolates were snacked on, eaten as mini meals or just to suppress pangs of hunger. The examples of Cadbury product are: CRUNCHIE DAIRY MILK TIME OUT CREME EGG PROMOTION STRATEGY Advertising A TV ad campaign was devised illustrating one of the important consumption occasions (watching TV in the evening), and it was aired for eight weeks.
This advertisement reached 85% of the market and was seen by every adult in the target audience at least seven times. Sampling From experience, Cadbury knew that in-store sampling was vital for a successful launch of dairy milk. A major sampling and couponing campaign was devised whereby three-day sampling events were carried out. Public Relations One of the most underestimated areas of the marketing mix, PR is invaluable for awareness building of an intended usage occasion. PR can reach consumers when they are least expecting it, and outside the normal forms of contact like instore,TV etc. PRICE Despite intensifying competition for target share and a stream of new product, pitted against each other, the price line of Cadbury had move upward over the past one year. *Brands such as Cadbury’s Eclairs, where the unit price is lower, have seen a sharperner price hike. *MAXIMUM RETAIL PRICE- based execise duties, which have been introduced on chocolates in the latest budget could also add to the production cost especially in the premium categories. FACTORS INFLUENCING PRICING OF CADBURY Internal Factors • *Corporate and marketing objectives of the firm. *The image sought by the firm through pricing. *The characteristics of the product. Price elasticity of demand of the product. *The stage of the product on the product life cycle. *Use pattern and turn around rate of the product. External Factors *Market characteristics. *Buyer’s behavior in respect of the given product. *Bargaining power of major customers. *Competitors pricing policy. *Government controls. CONCLUSION REFERENCES 1. https://www. cadbury. co. uk/home/Pages/home. aspx 2. https://www. berylschocolate. com/ 3. https://www. kraftfoodscompany. com/Brands/largest-brands/brands-C/Pages/creme_egg. aspx 4. https://www. koko. gov. my/lkmbm/loader. cfm? PageNum_dbdata=2&viewMode=archive&type=News&id=95 5.
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