British Sky Broadcasting Group (Public limited Company)
The ‘BskyB’ which is commonly known to and referred to as ‘Sky’ is a British based satellite broadcasting, broadband and telephone services company.
Cadbury Enterprises pte Ltd (private limited)
Cadbury Enterprises pte Ltd, commonly known as ‘Cadbury’ is a British confectionery company, which is best known for their confectionary products such as ‘Dairy Milk’ chocolate, ‘Crème Eggs’ and the ‘Roses’ chocolate selection box.
Market penetration is the popularity of a product from a particular brand or category which is sold to customers from a particular market.
Market penetration happens when a business/company ‘penetrates’ a market where current or similar products already exist, in an attempt to gain competitors’ customers.
Sky offer bonuses or extras to the products they advertise to try and gain more customers in that area, for example:
In attempt to convince you to purchase a Sky Movies subscription, Sky offers its customers free cinema tickets each week.
Cadbury offer prizes to be won by customers who purchase their products, and opening the wrapping. For example:
People who purchase Cadbury chocolate which has this offer on the wrapping will be given a code to enter onto their website, which gives them a chance to win prizes. This is to get more customers to purchase their products.
Market development consists of trying to expand a market by gaining new users, or gaining new uses for that market.
New users can be found from:
Geographic segments – Information about the physical location of the customer, or other data source. Companies that sell products/services would like to know where their products are being purchased so that they can increase advertisement in that location.
Demographic Segments – Demographic segmentation is based on different demographic factors (age, gender, education