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EXECUTIVE SUMMARY - marketing
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- Words:
- 5193
- Submitted:
- Tue Nov 08 2005
... 1.0 - EXECUTIVE SUMMARY1 This report has been constructed to compare the marketing propositions used by the two brands 'Dairy milk' and 'Kit-Kat'. The type of market that both companies compete in can be classified as continuously growing. Busy consumer lifestyles are increasing demand. The chocolate confectionery industry accounts for the majority of the market, being worth an estimated £3.49 billion, representing the total confectionary market worth £5.18 billion. Kit-Kat is mainly consumed by students and young adults on-the-go. Dairy Milk is consumed by mature adults for indulgence and pleasure. The confectionery industries are highly competitive. Cadburys, Mars and Nestle dominate the UK market as major players. The UK chocolate confectionery market is governed by the same stringent legislations as the food industry overall. Child population is declining therefore manufacturers need to target promotional activities at older age group. This report provides recommendations such as the following for Dairy Milk; - Branch out to
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