Ethical Marketing

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Ethical Marketing is Effective Marketing
Ethical Marketing is Effective Marketing

International Business School
Principles and Practices of Marketing
Module leader:
Godsave Alan
15.12.2012
International Business School
Principles and Practices of Marketing
Module leader:
Godsave Alan
15.12.2012
КОТVANOVA MARGARYTA

КОТVANOVA MARGARYTA

Оглавление
Introduction2
About Roshen4
Roshen’s tools of branding4
Market segmentation of consumers6
The calculation of the basic price7
SWOT8
PEST8
Communication policy8
Determination of demand9
Competitors and methods of dealing with them9
Conclusion9
Appendix11
TM “ROSHEN”11
Segmentation of products of TM “ROSHEN”11
Referencies12

Introduction

Changes in socio-economic relations influence on the further development and implementation of marketing concepts conceptions enterprises in all area of activity. So,the evolution of marketing has become the cause of his new conception - socio-ethical marketing. The activities of most modern strength of Ukrainian manufacturing companies characterized the need for innovation, the use of high-tech and information technology, intellectual resources, as the changes are the needs and preferences of consumers, their requirements for new and existing products, for example: ecological materials supplied products and their influence on health and safety, opportunity recycling without detriment to the environment, then that. This makes it necessary in the question to make choice of marketing strategy for further development of enterprises with economic potential and social orientation. Learning from other countries which are also highlighted, USSE need for social orientation in the operation of enterprises. One of the tools of effective realization of social enterprise strategy is the development of business in view social and ethical marketing.

About Roshen
The purpose of this study is to investigate the marketing mix for a particular company. In particular, the main objective of the study is to analyze the activities of the "ROSHEN" corporation. The objective of this work is to identify the main aspects of the marketing of commercial policy, its nature, purpose and positioning of a product in the market, the study of price policy, communications policy and the definition of distribution channels used by the enterprise. The management of the company uses marketing research to get the information regarding the products the consumers want to buy and which is their rationale, as well as the products they will buy in the future, the prices that consumers are willing to pay, the products of highest demand taken regionally, and where the Sales of enterprise can bring the greatest return. Corporation "ROSHEN" is the leader of the Ukrainian market of chocolate, founded in 1996. It combines 4 confectionery factories - Vinnitsa, Kiev, Mariupol and Kremenchug. Since 2002, the Corporation enters Lipetsk confectionery factory "Likonf" (Russia), with a production capacity of 30 thousand tons per year. In 2006, the Corporation has joined Klaipeda confectionery factory (Lithuania). The variety of production includes more than 200 kinds of sweets, chocolates, candies, waffles, biscuits, cakes and marmalade with a total production of 350,000 tons per year. The manufactured products are realized on the territory of Ukraine, but here are also opportunities for its sales in the neighboring countries like Russia, Belarus and Moldova. The marketing budget in 2012 was equal to 38,200 Euro:

1) 12,500 Euro to form a system of distribution and trade;
2) 14,284 Euro to stimulate sales;
3) 11,600 Euro to be spent on other marketing activities.
Confectionery market in Ukraine is quite developed and structured. Manufacturers stimulate the consumption of high quality and complex to manufacture confectionery. The structure of these products share large retail chains that reaches 35-40% in terms of money. Before the crisis,...
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