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Ruchit Patel

Section A

This is my Business coursework for AS Business and the coursework is


based on Investigating Marketing. I work in a Marketing Department
for a Major Soft Drink, Confectionary, Snack Food, etc company. I
have been asked by my manager to introduce a new product into the
product line. My objective is to make the best possible choice and
justify it to my manager.

I have to decide what kind of new product I want to develop I will have
to research and think of as many ideas as I can, so I have a variety of
different products from which I can gradually eliminate most of the
ideas until I have the best idea for a product left. I had to think of a
few ideas which I could use. This was extremely hard as many of the
products I chose have already been produced. The idea I came up with
were:

1. White chocolate Jaffa cakes


2. Wrigley’s strawberry chewing gum
3. Mango crisps
4. Mango Jaffa Cakes
5. Snickers milkshake

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Advantages Disadvantages
White chocolate It’s different and Not many people like
Jaffa cakes people that like white white chocolate
chocolate will like this compared to normal
product milk chocolate
Wrigley’s strawberry The taste of Too many strawberry
chewing gum strawberry and mint flavoured gums in the
might change the market
choice of what people
buy as its different
Mango crisps It’s different to Not many people
other crisps and would like the taste of
people who like the crisp mixed with
mangos might like the flavour of mango
mango crisp
Mango Jaffa Cakes It’s something new People that don’t like
and people will enjoy mangos probably won’t
the different taste like the taste of
and the different mango flavoured jaffa
flavour cakes
Snickers milkshake It would be It’s all ready in the
refreshing and people market and being sold
that like the in major stores
chocolate sneakers
would like the taste

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For my final product I have chosen to do Mango flavoured jaffa cakes,


I have chosen to produce this new product as it different and the
jaffa cake brand hasn’t been extended for a long time.

Jaffa cake is owned by Mc Vities, Mc Vitie’s is one of the biggest


brands for producing food products such as cakes, biscuits and
chocolate. Mc Vitie’s have made hundreds of products and some of the
main ones being:

1. McVitie's Digestive Milk Chocolate


2. McVitie's HobNobs
3. McVitie's Light Rich Tea
4. McVitie's Jaffa Cakes
5. A range of small cake products

McVities is a UK based company which produces cakes, biscuits and


savoury and sweet products to the mass market. McVities is extremely
consumer orientated. This means it produces products that its
customers need and want.

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Product Description

Name: Mango Jaffa Cakes

The type of packaging I will use for my product will be the same as the
normal one but im going to make changes to the shape and the colour
of the packaging. Im going to change the shape and size of the cake
because I changed the filling inside the cakes to mango I wanted the
shape of the cake to be in a shape of a mango. In each packet of cakes
there are going to be 10 pieces of cakes.

Packaging: the colour of the packaging is going to be orange, yellow and


other tropical colours.
5cm

3.5cm

This is going to be the shape of my new product

The ingredients for one jaffa cake:

Glucose-fructose Syrup, Plain Chocolate (20%) (Sugar, Cocoa Mass,


Vegetable Fat, Butter Oil, Emulsifiers (Soya Lecithin, E476), Cocoa
Butter, Dried Skimmed Milk, Natural Vanilla Flavouring), Sugar, Wheat
Flour, Whole Egg, Water, Dextrose Monohydrate, Concentrated
Orange Juice (8%) (Orange Juice Equivalent), Glucose Syrup, Citric
Acid, Humectant (Glycerine), Gelling Agent (Pectin), Vegetable Oil,
Raising Agents (Ammonium Bicarbonate, Disodium Diphosphate, Sodium
Bicarbonate), Dried Whole Egg, Natural Flavourings, Acidity Regulator
(Sodium Citrate), Natural Colour (Curcumin).

I am going to keep the same ingredients as the original jaffa cake but
im going to change the orange flavouring to mango.

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Nutrition

Energy…………..………….45 kcal
Protein………….…………….0.5 g
Carbohydrate……………........8.3 g
Of which sugars………….…6.4 g
Of which starch….………….1.9 g
Fat……………….……….…..1.1 g
Of which saturates………….…0.6 g
Of which mono-unsaturated…..0.4 g
Of which polyunsaturated…….0.1 g
Fibre…………………………....0.2 g
Salt……….less than…………...0.1 g
Of which sodium….less than...0.1g

It also gives the guideline daily amounts for calories, fat and salt for
men and women.

The ingredients are listed and there is also a note about allergies
which states Contains egg, soy, wheat and gluten’.

Marketing Strategy of McVitie’s:

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Mission statement

My aim in designing the mango jaffa cake is to reach new customers,


increase sales of existing customers. I will do this by increasing brand
awareness and Advertising using radio, billboards etc.
For my new product I have to do some research on the background of
McVitie's Jaffa Cakes as I am going to make a new flavour jaffa cake.
So of the flavours and products McVitie's Jaffa Cakes have come up
with are:

Flavours
• McVitie's Jaffa Cakes
• McVitie's Jaffa Cakes Apple & Blackberry
• McVitie's Jaffa Cakes Blackcurrant
• McVitie's Jaffa Cakes Lemon & Lime

McVitie's Jaffa Cakes

This is the original McVitie's Jaffa Cake, this was the first flavour Mc
Vitie’s produced the flavour. It consists of orange on top and a sponge
layer and then the orange flavour jelly with a chocolate covered
topping. The box for this original jaffa cake has always been blue and
orange. And they have made one single jaffa cake contain only 1 gram
of fat. They have also made it low in fat and high in energy so people
who like sports and also athletes can eat it as well while they are
training and competing, as it gives them a quick boost in energy.
McVitie's Jaffa Cakes Apple & Blackberry

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McVitie's have also made a different flavour of jaffa cakes. They have
just changed the flavour of the cake and in this case they have put
apple and blackberry in the middle. They have done the same with
other flavours, McVitie's have also made a lemon and lime flavour and
a blackcurrant flavour. Everything is the same, they have just changed
the flavour and it still has 1 gram of fat.
McVitie's Jaffa Cakes Lemon & Lime

McVitie's Jaffa Cakes Blackcurrant

Product Extensions
• McVitie's Jaffa Cakes Muffin
• McVitie's Mini Jaffa Cakes
• McVitie's Mini Jaffa Cakes Rolls
• McVitie's Mini Jaffa Cakes Rolls XL
McVitie's have also produced other types of snacks but with the same
flavour as the original.

Where you can purchase McVitie's Jaffa Cakes


You can buy all McVitie's Jaffa Cakes product throughout the United
Kingdom and Ireland in most supermarkets such as Tesco, ASDA,

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Sainsbury’s, Morrison’s, and Waitrose. You can also find them in


newsagents around the country.
McVitie's has expanded and have started selling their product around
the whole of Europe and trading in most of those countries. As they
have been in demand around those areas. McVitie's have realised they
could expand their market by trading abroad, so they have started
doing that and since they have started they have seen an increase in
sales and profit.
Marketing objectives:

Marketing Objectives are goals or targets which are part of the


coprperate objectives that must be achieved by the marketing
department.

Marketing objectives are the aims set out by the organisation to


succeed. They are mainly about the products, sales and marketing only.
The benefit of setting marketing objectives is to enable a business to
help the planning process, to help motivate employees by providing a
goal and to help the company meet its financial objectives and profit
targets

My marketing objective for my new product for McVitie's Jaffa Cakes


are going to be:

• Understand customer’s needs and want by market research, so


that means I can find the gap in the market.
• Get more repeat purchases from customers so to increase
customer’s loyalty.
• Develop new products
• Improve profitability of the company – customers are the
source of sales revenue plus profit for all companies so the
customers need to be provided with the correct product.
• Improving market share – for example McVitie's have 20% of
the cakes and biscuit market and they want to increase that to
25% that means that the customer base need to increase
(number of loyal customers)
• I could use diversification this mean that I can open a new
market so that means launching new products/ new brands or
using an existing brand but launching a variation on that product
(e.g. mango jaffa cakes)

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• Increasing brand awareness – improving consumer knowledge


about company and it’s brands by more extensive advertising

I have made my objectives S.M.A.R.T

• SPECIFIC - it has to state what exactly has to be achieved

• MEASURABLE - it has to be capable of measurement so it is


possible to determine weather it has been achieved or how far it
has been achieved

• Achievable - the objective has to be realistic so it has to be based


on the resources of the business
• RELEVANT – the objectives have to be relevant to the people
responsible for achieving the objective

• TIME RELATED – it has to have a realistic deadline


Both of the corporate objectives and the marketing objectives use
the SMART criteria and they use the resources available to the
business to make sure that all the objectives follow the SMART

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criteria. It helps the business to point where they are doing well and
where are the parts that they need to improve on.

Mainly all businesses have objectives and aims whether small or large,
private or public. My marketing objectives are:
My marketing objective by introducing this product into the market is
to:
1. Improve profitability for the company by producing a new
product which will sell and gain profit from it. By end of 2009 I
hope to increase profits of Jaffa cakes by 5-10%. I think this
is attainable as now in a recession people will eat more lower
priced sweets and snack products.
2. And I will also improve the taste of the product so I will
expand the market by attracting new customers to buy the
product. I will back it up with research to show the mango taste
is growing in popularity. This should take a year before
consumers accept the new taste.
3. Another marketing objective for me is to make sure that the
product will survive and sells for the product will not decrease
and the company will still make a good amount of profit by
selling this product.
• Also to increase the market share in their specialised market.
For my product to sell to its best ability I will target different places
for my product to be sold and the right places so I don’t lose out on
sales. I will make sure my product is sold in major supermarkets and in
vending machines at sports and leisure centres.

Market Segmentation

Segmentation is breaking a total market down into groups of


customers and/or potential customers who have something significant
in common in terms of their needs and wants or characteristics. My
target market for my product is mainly children and sports people, to
target these people I will have to sell my product where most of these
people possibly are I will be selling my product in all main supermarkets
and most corner shops around the country.

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If you are to gain a visible market segment from your overall target
group then there are a few rules that you should follow to ensure that.

Increase market share


All businesses would aim to increase their market share, and this is
one of the marketing objectives. As I am creating a new product for
McVitie's Jaffa Cakes one of their objectives would be to increase
market share. Although McVitie's Jaffa Cakes has the entire market
share within the snacks market as there are no other competitors it
means that they gain all the profit in the chewing gum market.
However McVitie's Jaffa Cakes does not have the entire market share
within the confectionary market, therefore this would be one of
McVitie's Jaffa Cakes objectives to increase the amount of market
share within the snacks market.
If you are to gain a visible market segment from your overall target
group then there are a few rules that you should follow to ensure that.
• You must be clear and specific in the segment you have
identified
• You must have a group of hard facts to what you think the
segment group might be
• You must only segment one which you hope to achieve
• Have a realistic target don’t go for something that will be
impossible to achieve
• Must ensure that you will make a profit from chasing this
market segment
• Always follow the largest segment first and place the other
secondary.
Market segmentation can be described in different way such as:
• Demographic – age, sex, social class
• Personality – extrovert introvert
• Geographic – urban, rural
• Behavioural – occasional users regular users

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Section B
The purpose of marketing research is so that it helps to aim and
achieve in an organisation and helps to make effective marketing
decisions this is done by doing evaluation of data.
Marketing research helps organisation achieve their overall objects by
helping them to identify market opportunities and use to access and
improve marketing activity and also helps by revealing important
consumer information which helps to improve quality of marketing.
Marketing research helps organisations in a number of ways to find
out information about their market and business and also other
markets and business. It helps identify the areas of which you are
targeting with your product or service but also helps to understand
what customers want and need.
There are a number of ways of grouping and identify certain areas in
the market this is called market segmentation but it is not just
splitting up the market area it is finding out information to help you
know what it is that customers would pay good money for.
There also are four types of research in marketing research and they
are:
1. Primary research this helps to find out information by using a
direct approach of you actually finding the research out the
information yourself also known as field research.

2. Secondary research uses information that is already carried out by


someone else for some other purpose not necessary the same
purpose as you but you are using that other person’s research to
help with your research also known as desk research.

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3. Quantitative research is research with the use of number and


figure for example it uses the number and percentage of
consumers that are aware of a particular product or service. It can
be use to measure sales including those of its competitors and
helps estimate market share and segment size.

4. Qualitative research provides the organisation with information


regarding why people buy and what really does motivate them to
buy.

There are six essential benefits to marketing research and they are:
1. To increase over capability and understand essential research
concepts and provide an improved ability to make informed
decisions
2. Provides a effective opportunity to supplement
3. Facilities a common knowledge bridge with parties involved in the
research process
4. Provides a specific starting point for the people entering the
profession
5. Gives companies an objective tool to help develop and promote
employee
6. Assists researchers in understanding and differentiating between
good research practices and those which undermine objectives and
impartial research

There are three types of themes in marketing research and they are
customers, competitors and marketing environment.
• Customer or market provides you information on market
segment size, market trends and how they can be forecasting
future customer needs. Brand share including competitors and
also customer preferences such as their lifestyle
• Competitors are the overall aims and objective and also compare
products with each other to find out the better price,
distributing methods and promotional methods

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• Marketing environment provides information on political, ethical,


and social and technology influences.

There are three types of themes in marketing research and they are
customers, competitors and marketing environment.
Customer or market provides you information on market segment size,
market trends and how they can be forecasting future customer
needs. Brand share including competitors and also customer
preferences such as their lifestyle.
Competitors are the overall aims and objective and also compare
products with each other to find out the better price, distributing
methods and promotional methods.
Marketing environment provides information on political, ethical, and
social and technology influences.
Research helps McVitie's Jaffa Cakes to understand customers,
competitors and market environment. Marketing environment is also an
area where marketing research can be carried out such as political
influence, economic influence, social influence and technological
influence.
McVitie's Jaffa Cakes uses research to understand the customers.
McVitie's Jaffa Cakes to see what customers and provides
information to McVitie's Jaffa Cakes on the market and market
segment size. Also by using market trend they can forecast future
consumer needs. They can also research information on customer
preference such as their colours and lifestyle.
McVitie's Jaffa Cakes can also research information on competitors
and their overall aims and objectives and what they are trying to
achieve. They can also compare products, prices, distribution methods
and promotional methods. They can also look at competitor’s profits
and financial situation to get ahead of the competition.
McVitie's Jaffa Cakes research on customers helps it to understand
the products and innovative measurable progress so it can help the to
make aims and objectives for their company such as reducing fat,
sugar and salt for their core brands.

Marketing to children is also a concern to some customers McVitie's


Jaffa Cakes marketing code defines the special care to be taken when

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advertising to children aged 8-12. Respecting the roles of parents and


encouraging pester power and no use of fantasy characters,
celebrities or a placement that confuses or encourages inappropriate
or over consumption.
Portion sizing and variety and moderation this helps consumers and
customers to have a broader range of options to choose from.

Primary Research
Primary research can be carried out in several ways; this includes
surveys, questionnaires, interviews, observations, telemarketing,
product testing, focus groups, consumer panels and trade audits.
These methods will be able to help a company to locate a potential
market and then create products that will best match the needs of
this market. Questionnaires are a systematic list of questions that are
intended to capture information from customers. It tries to obtain
their attitudes, values, beliefs and people’s specific needs. A good
questionnaire asks questions that are related to the information
needed, it won’t contain too many questions, it won’t ask personal
questions, it ensure that the questions fit in a logical order and use
simple language that won’t confuse people. Primary research usually
makes the information more reliable and it will match the criteria
which is it aimed at. However primary research also will take a lot of
time and can be costly.
For my primary research I have conducted a questionnaire, my
questionnaire consistence of thirteen straight forward questions most
of which have a list of answer to select from and only a few questions
requiring people to write their own answers. It is estimated to take
more than two minutes to complete a questionnaire.

Secondary Research
Secondary research is research already published, and is the cheapest
form of research because the data already exists for your acquisition.
Secondary research can be split into internal and external research.

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Secondary research involves the investigation of secondary sources of


data
Internally an organisation has access to a wealth of information, which
can be a useful tool for decision making for managers. Information
available may assist the organisation in discovering why sales are
decreasing, why customers are not satisfied, and customer usage rates
and so on.
Sources of internal research may include:
• National product sales.
• Regional product sales.
• Customer usage rates.
• Guarantee cards.
• Customer comments or complaints.
• Sales people, research and development staff.
• Past research conducted.

Sources of external secondary data include:


• Periodicals.
• Specialist marketing reports (i.e. Mintel)
• Industry magazines.
• Chamber of commerce.
• Government statistics.
• Internet.
• Professional bodies.
• Trade associations.

Limitation of secondary research


It is easy to find and collect secondary data., however, you need to be
aware of the limitations the data may have and the problems that
could arise if these limitations are ignored.

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• Secondary data can be general and vague and may not


really help companies with decision making.
• The information and data may not be accurate. The
source of the data must always be checked.
• The data maybe old and out of date.
• The sample used to generate the secondary data maybe
small.
• The company publishing the data may not be reputable.

Evaluation of my End Product

To evaluate all my marketing objectives that I have set, I think that


my product that I have come up with do well and the information that
I have gained shows it will do well in the market and increase the
profit of McVitie's Jaffa Cakes. My final decision on my product was
to choose the mango flavoured jaffa cake but to keep the original
shape and size and the chocolate coating but just change the filling
inside the jaffa cake.

Section C
The term marketing mix is used to describe the all the options
available to the marketing manager in order to market a particular

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good or service. It is often referred to as the 4P’s (i.e. Product, Place,


Promotion, and Place)
The main variables of marketing mix are the 4P’s of marketing,
sometimes the marketing mix of service can include 3 different p’s
people, processes and physical evidence. The 4 p’s are the variables
that mangers take in to consideration in decisions for the company
which will achieve the businesses aims and objective, so they can meet
the needs and wants if the customers and in some cases to attract
customers to generate sales. Marketing mix can be showed in a
diagram which will be easy to understand the diagram is shown below:

For the company to


achieve there aims
and objectives
they use marketing mix to help them reach them. As you can see in the
diagram you can see Target Market in the middle, for the company or
business to achieve the intentional target market they need consider
the product, price, place and promotion to do this.

Product
The product is the most important of the 4 p’s as without a product
there is no business unless the business is there to provide a service.
In-order for the product to sell well it has to be made to be good in
quality and also to be made to fit what the target audience would like.

Product can be defined into two different terms:

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• Physical goods ( product) bought by customers and also used by


consumers

• Services that are bought, by customers or consumers

Out of the 4 p’s product has the most importance towards a business,
the product is an item which is the main income of money for a
company so this means product is very important.

My product is Mango flavoured jaffa cakes, I have chosen to produce


this new product as it different and the jaffa cake brand hasn’t been
extended for a long time. When I carried out my questionnaire I gave
a few different choices for people to choose and Mango was the most
popular.

I have chosen this extended type for my product because personally


McVitie’s Jaffa Cakes needed to make a new flavour to put in to the
market to increase there brand awareness. So I have come up with an
idea to change the filling in-between the Jaffa cake, the new filling
will be a Mango flavour substance. The jaffa cake size and shape will
still be the same as the original product, I haven’t changed the design
of the product because existing customers for the product are happy
with the design and in the questionnaire not many people said they
would change the design

Price

The price is very important in the marketing procedure as if the price


is to high and the product is at a low quality the customers will not buy
it and if the prices are too low some customers will think that because
it’s cheap the product is poor quality and also if the prices are too low
then it is more likely that the business will not breakeven.

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The prices that the products are to be sold at should be at a level


which the customer will believe to be value for money and not just
cheap, as this may sometimes be thought as a reflection of the quality
of the product they will receive influencing their final decision on
whether or not they will purchase it. Payne’s could use one of the
following pricing strategies to sell their product at depending on the
market:

Penetration Pricing - is where a firm charges a very low price when


the product is new, and is used to increase the interest from
customers.

Skimming- Price skimming is a pricing strategy in which a marketer


sets a relatively high price for a product or service at first, then
lowers the price over time. Usually price skimming is used when the
product is unique/better than others in that market.

Destroyer Pricing-this is when firms charge prices which they know


are unprofitable for their competitors, driving them out of the
market. However this is illegal.

Price Discrimination- this is charging different prices to different


customers for the same product e.g. Students, OAP's.

Competition Pricing- this is where firms charge very similar prices as


other firms. Usually this happens where there is very little product
differentiation e.g. Petrol.

Psychological Pricing- psychological pricing is when the consumer uses


the price to persuade the customers emotionally rather then
rationally, this form of pricing usually is when the price is odd such as
£19.99 to make it seem cheaper or when the price is set high to
create a good image

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Close Out- this pricing strategy is when the old products are sold at a
low price so the business will avoid storing the product. Therefore
McVitie's might loose out a bit but they will loose out on more money if
they keep trying to sell last seasons stock.

Target Return Pricing- this strategy is when the price is set to


achieve a target return-on-investment. McVitie's will use this strategy
so they will be able to estimate their income from selling their product
so they can plan what they can do in the future with their investments.

For my product I will use penetration pricing because it is the best


way to attract new customers and existing customers to my new
product which I am confident that the people will like it and will
continue to buy it in the future again and again.

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The price for the original 12 piece McVitie's Jaffa Cakes is £ 1.48

The price for the 15 piece McVitie's Jaffa Cakes tube is £ 1.59

The price for the 24 piece McVitie's Jaffa Cakes is £ 2.13

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The price for the 36 piece McVitie's Jaffa Cakes is £ 3.45

The price for the mini McVitie's Jaffa Cakes is £ 1.50

The price for the mini portion McVitie's Jaffa Cakes is £ 2.11

All the above are different types of McVitie's Jaffa Cakes packets
they have made. These come in different sizes and different amount
of Jaffa Cakes in them so this shows a variation in way they sell the
product and the prices they have giving them.

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Promotion

The promoting of a product is very important as it is how the product


will gain awareness, promoting is basically advertising. It includes
advertising the product, advertise the brand to increase the brand
awareness etc.

The table below shows the advantages and disadvantages of promotion


techniques:

Type Advantages Disadvantages

Television Can reach millions of Very expensive


people all over the
world

Radio Cheaper than T.V, can Sound only, smaller audiences


be used to reach
certain listeners

Newspapers/Magazines A lot of information Often not in colour, are static and


is known about the silent
readers

Posters/Billboard High visual impact for Are only seen for a few seconds by
a long time and will be drivers and are vulnerable to
seen by a lot of weather and graffiti
different people

Cinemas Very high visual and Are relatively expensive


sound effect, captive
audience

Leaflets/Junk mail Cheap to produce and Are easy to ignore


distribute

Internet Sites High visual impact, There is a lot of competition so


interactive and can getting peoples attention may be
link directly to buying difficult
the product

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Place

Place simply refers to how you will sell your products to your
customers. Depending on what it is you are selling will directly
influence how you distribute it, and it affects mainly those businesses
that are in production. To market the product McVitie's Jaffa Cakes
will have to know how to distribute the product to the customer and
what they need to do in order for this to happen. McVitie's Jaffa
Cakes will have to think about a number of factors such as distribution
channels, market coverage, warehousing etc.

Distribution channels

Distribution channels is a way of selling a company's product, this is


either directly or through distributors. McVitie's Jaffa Cakes will sell
their product through distributors, when the product is sold at
supermarkets it will be sold through the small corner shops which is
usually placed around the country.

Marketing Coverage

Market coverage is ensuring that the product is made available


through appropriate ways so that:

(a) The potential customer can access it as easily as possible;


(b) The product is properly displayed, sold and supported within the
channel of distribution.

Market coverage might involve intensive distribution, selective


distribution or exclusive distribution.

This basically means that McVitie's Jaffa Cakes will have to make sure
that the product is sold in shops and stores (or online) so that it is
available and easy for the customers to find the product. Therefore as
McVitie's Jaffa Cakes will be selling their product mainly to all
supermarkets, small shop, corner shops, petrol station and mainly all

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shop the sell food items around the United Kingdom. They will need to
sell it in certain stores and make sure that it is known that that they
are selling this product there so this is where the promotion bit comes
in, this can be achieved with help from advertising.

Conclusion

I have come to a conclusion to my marketing mix I have now decided


what I am going to do in all parts of the 4p’s.

1. For my product I will be providing a new flavour for McVitie's


Jaffa Cakes.

2. For prices I will be using penetration pricing which means I will


start low and gradually rise the pieces starting from £1.20 for
the normal packet which provides 12 jaffa cakes and gradually
increasing the prices and hopefully reaching the £2.

3. For Place I will be selling my product in supermarkets and corner


shops and also any other shops as well as petrol stations.

4. For Promotion I will be using advertising on T.V, billboards and in


the news papers.

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Section D

In this section I will discuss the internal factors that may affect my
marketing plan (the marketing mix) i.e. cost, time, staff and capital. I
will also conduct a SWOT analysis to help me identify all aspects of
current and future influences. I will explain how my marketing plan will
help to divert some of these issues and how it may need to adapt to
avoid/lower the risk of others. I will describe what McVitie's Jaffa
Cakes may want to do to lower the risk/avoid certain influences.

To carry out a SWOT analysis it requires research into the


organisation current position and future position the analysis is used to
match an organisation’s strengths and weakness with the external
market force in the business environment.

A SWOT analysis can be used for decision making in business to decide


what their aims and objective will be. There are many different
reasons to what a SWOT analysis can assess such as a companies
position in the market, a method of sales and distribution, a product or
brand, a business idea, changing supplier and an investment opportunity
and many other reasons to what a SWOT analysis can assess. The
marketing plans of a business is put together in addition to a business
plan contains detail of objectives, costs, forecast revenues and
constraints.

I will use SWOT analysis to identify the strength and weakness of


McVitie's Jaffa Cakes but also the opportunities and threats of the
organisation.

Swot analysis stands for:


STRENGHS
WEAKNESS
OPPORTUNITIES
THREATS

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Strengths
McVitie's Jaffa Cakes has many strengths because it is a worldwide
brand and very successful. McVitie's has a well-known brand name and
the logo is recognised by many people and has been around for a very
long period of time. This can also increase sales by having a
recognisable and distinctive logo. Also McVitie's sets targets for
themselves and promote and advertise McVitie's to increase sales and
their catch and effective slogans. McVitie's is a very large established
business and has a very good reputation that is a very good strength
also it has very good advertisement. This is a chance for McVitie's
Jaffa Cakes to advertise any new products that they would like to and
increase sales. McVitie's Jaffa Cakes also have a large market
audience that they attract of all ages so there is something for
everyone.
Weaknesses
As well as having its strengths McVitie's also has it weakness such as
unmotivated staff in the work place could cause a lot of problems for
the company. If McVitie's has unmotivated staff there could be a big
problem in the production line because McVitie's need people for
packing and delivering the products. Another weakness for McVitie's
could be a too big a demand for the company and they may not be able
to keep up with the orders for the product especially when staff are
not motivated.
Opportunities
Opportunities for McVitie's are that they can get sponsor and
promote their products by advertising at important events such as
sporting events this will increase sales especially if the product was
been sold at the sporting events. McVitie's also have the opportunity
of diversifying into a different market besides the snack market they
could do something entirely different or they could still do the same
thing but bring out a different range of products that are aimed at a
different audience such a line of healthy products for children at
school or adults. They could also develop their promotional strategy by
using large marketing strategies.

Threats
McVitie's also has its threats are their prices because other
companies are competing with McVitie's because it is a very popular
and well-known brand so they might copy ideas from McVitie's and sell

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them at cheaper prices than McVitie's. But because McVitie's has a


very good reputation and is a popular brand it maybe less likely to
happen. McVitie's has a lot of threats from competitors such as other
large snack companies, because they are also a company that make
chocolate products and both companies have very good ideas so they
might take customers away from McVitie's. Also companies that sell
healthier food may be a threat to McVitie's because parents may
refuse to give their children chocolate treats and may prefer them to
eat healthier so it is seen as a threat because McVitie's might lose
sales from it. There also is the threat for McVitie's of more
companies diversifying into the chocolate market and taking
consumers away from them and decreasing the sales.

Pest Analysis
The Pestle analysis is a useful tool for understanding risks associated
with market growth or decline, and as such the position, potential and
direction for a business or organisation. The Pestle Analysis is often

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used as a generic 'orientation' tool, finding out where an organisation


or product is in the context of what is happening out side that will at
some point effect what is happening inside an organisation.
Pestle is a short form for Political, Economic, Social, Technological,
Legal and Environmental factors, which are used to assess the market
for a business or organisational unit. The Pestle analysis headings are a
framework for reviewing a situation, and can also be used to review a
strategy or position, direction of a company, a marketing proposition,
or idea.

Political
Political factors can have a direct impact on how the business runs.
Decisions of the government affect people everyday of their life and
can also called policies or legislation. There are different laws that
may affect the business and the way it operates such as the
government’s minimum wage and so do the consumer’s health and
safety laws.

Economical
Every business is affected by economical factors nationally and
globally. There are policies that have been set accordingly such as
interest rates. This can also affect consumer confidence or and
behaviour whether it is successful or not. Economies have had a major
impact on UK business because it means cheaper labour abroad the
competitiveness of UK products nationally and globally.

Social

Social factors affect you within society such as family, friends, media
affect interest and your opinions. All of these things change your
interest and opinions and make you think more about the society you
live and also influence your opinion. For an example media talks about
people health and how obesity is rising in the UK today and more
dietary schemes are being published in newspapers, magazines, and on
television. A result of this is more people are joining the gym to stay

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healthy and it is promoting more business towards leisure centres and


gyms.

Technological
Technological factors changes the way the businesses is run because
the Internet is having a massive impact on business and more
companies and organisation are using the internet today to help direct
business towards them. And consumers can shop whenever they would
like to from wherever they are this is a beneficial for business
because they can offer more to the consumers.

ASA (Advertising Standards Authority)

The Advertising Standards Authority is the independent body set up


by the advertising industry to police the rules laid down in the
advertising codes. The strength of the self-regulatory system lies in
both the independence of the ASA and the support and commitment of
the advertising industry, through the Committee of Advertising
Practice (CAP), to the standards of the codes, protecting consumers
and creating a level playing field for advertisers.

ASA make sure standards are kept high by applying the advertising
standards codes. They also can stop misleading, harmful or offensive
advertising. They can ensure sales promotions are run fairly, and can

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help reduce unwanted commercial mail - either sent through the post,
by e-mail or by text message - and they can resolve problems with mail
order purchases

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