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Marketing Prezentare Firma

This document outlines the marketing strategy of Milka chocolate. It provides a brief history of the company starting in 1797 and discusses Philippe Suchard's founding of the first chocolate store. It then analyzes Milka's strengths, weaknesses, opportunities, and threats. The marketing department's functions are also described which include researching customers and developing advertising campaigns. Finally, the marketing strategy is summarized as focusing on product diversity, prominent business locations in Europe, flexible pricing, and sponsorships and events to drive promotions. Suggestions are made to limit collaborations and simplify campaigns.

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Eliana Rusu
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450 views16 pages

Marketing Prezentare Firma

This document outlines the marketing strategy of Milka chocolate. It provides a brief history of the company starting in 1797 and discusses Philippe Suchard's founding of the first chocolate store. It then analyzes Milka's strengths, weaknesses, opportunities, and threats. The marketing department's functions are also described which include researching customers and developing advertising campaigns. Finally, the marketing strategy is summarized as focusing on product diversity, prominent business locations in Europe, flexible pricing, and sponsorships and events to drive promotions. Suggestions are made to limit collaborations and simplify campaigns.

Uploaded by

Eliana Rusu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

MARKETING STRATEGY

OF

The Purple Legend


The history of the finest chocolate in the
world began in 1797 on October 9th when
Philippe Suchard was born. He began as a
confectioner in Bern.
On 17th November, Philippe opened his
own chocolate store in Neuenburg.

He became famous trough his slogan au


chocolat fin de sa fabrique (homemade fine
chocolate).
The production of the chocolate was
mystery, and it was thought that it was made
with no machinery due to the fact that
Neuenburg was a poor village.

The first Suchard chocolate products


were under the form of tablets and waffles.
When he extended his business he bought
a mill in the nearest village and was capable of
producing 25 to 30 kilograms per day.

At the beginning the chocolate was


of a dark color and was bitter.
Only in 1890, Suchards milk chocolate
became known.
Eleven years later, in 1901, the PURPLE
LEGEND sees the light under the trademark
MILKA, which represents the combination of
the German words milch and kakao.

Dare to be tender!
The company maintains the strong link
with its costumers appealing to the childish
imagination and focus on the fairytales for
adults.
The age target is between 20 and 45
years old and for everyone that has a little kid
inside always ready to come out and play!

S.W.O.T.
Strenght
-

Good brand image


Strong notority
Attractive prices
Fun and captivating advertising
Events participation

Opportunity
-

Pioneers
Market growth
Infinity of receipt
Organic and ecological trends

Weakness
- Diversification of products
- Grow tired of the purple Cow
- Too complicated campaigns

Threat
- New entrance in the market
(light, organic, fair trade,)
- Strong competition
- Mature market

Marketing Department
Function of Marketing department:
Researching WHO the consumers for the
companys product are (customer target)
Researching WHAT the consumers want
Researching HOW consumers are affected by
the advertising and the products themselves
Conducting the advertising campaign based on
that research

Marketing Strategy
Product: With the diversity of flavors they
every targeted consumer

can satisfy

Place: Main businesses are in Western Europe than

Eastern Europe, USA. The brand has leading positions in


Germany, France and Austria

Promotion: Milka organises events like the fairs,

participates in sponsorships, makes discounts


for sales and promotion on holidays

Price:

Milka determines price on the basis of


competition. The prices are very flexible,
discounts can easily be determined

Suggestions

The collaboration with companies like


Oreo, Jacobs, or Tuc should be limited
because people will always see it as
something new, and the production would
be bigger. Too many combinations of Milka
and other products can lead to the loss of
the main concept and taste of the original
chocolate.

A main problem is that children nowadays


think that a real cow is purple. A solution
would be to place normal cows around LILA,
the purple one.

Some of their campaigns can be too


complicated.

References:
[Link]
[Link]
siteid=mwtrprd&locale=chen1&PagecRef=566
[Link]
[Link]
ufacturers/Milka-s-cost-effectivemarketing-in-time-of-turmoil

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