Marketing Mix
Essay by review • December 9, 2010 • Study Guide • 520 Words (3 Pages) • 1,650 Views
Marketing Mix
Conglom Foods
Action-Cal
Product
The product life cycle of all Conglom Foods products has had a very large success rate. The overall product life of Action-Cal should follow in the ranks of the other Conglom Foods products.
1. During the development stage, Action-Cal seemed to be a hit overnight. All tests with the consumer were overwhelming. There was not really an introduction stage. Action-Cal has gone straight into a growth spurt. It has hit the market rapidly and the profits are growing steadily.
2. The design, packaging, and branding was simply taken care of. The design team of Conglom Foods has designed a great product to heighten the strength and look of the product. The packaging was simply done using the equipment that is used to manufacture the other fine products of Conglom Foods. The branding (Action-Cal) fits this product, with the overnight success.
Price
The price set for Action-Cal has been evenly matched with the competition (Hershey Chocolate Milk). Although the income growth so far for Action-Cal has out succeeded a competitor's product in the first six months, the pricing has been set at a dynamic pricing plan. Conglom Foods uses this model to offer the best value to out customers while still making a healthy profit. As the growth drops, price-adjustment strategies will be put into place.
Place
We have placed Action-Cal only in a few selective retailers to watch growth over the last six months. The new plan is to make the product available in three stages:
1. Manufacturer; Wholesaler; Retailer; Consumer
We manufacture Action-Cal and then sell it to the wholesaler, which in-turn sells it to the retailer. The consumer then purchases it from their local retailer.
2. Manufacturer; Retailer; Consumer
We manufacture Action-Cal and then sell it directly to the retailer which in-turn sells it to the consumer.
3. Manufacturer; Consumer
We manufacture Action-Cal and directly sell it to the consumer.
Promotion
In the last few months we haven't done much in the way of promotion, but as the growth
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