Functions of Marketing, Perfetti Van Melle

1632 Words Nov 2nd, 2008 7 Pages
Functions of marketing
´The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself´ *
In 2007 Perfetti Van Melle had a turnover of € 1.83 billion worldwide, for the Benelux it was € 280 million. Of this € 280 million 10-15% goes to marketing, this shows that marketing is a big part of the company. Perfetti Van Melle is a family owned company, and the family is still very involved in the marketing process.
1. Marketing strategy
Marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing strategy had three interdependent parts: segmenting markets into groups that can be served, ways of developing advantageous
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They need to be cost conscious on all levels. They try to differentiate themselves with personality and products that aren't to expensive.
2. The marketing mix
The marketing mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities gather into four groups of variables known and the 'four p's': product, price, place and promotion.
Promotion
Promotion means activities that communicate the merits of the product and persuade target customers to buy it. At Perfetti Van Melle the most money is still spend on advertising through television. Making a good commercial can be one of the best ways to promote your product. In the case of Perfetti van Melle the ‘Freshmaker’ campaign of Mentos was far out the most lucrative one. The idea was copied by artists as well as costumers and videos can still be found all over the world wide web. Another way is an interactive campaign, with the growth of the Internet and others communication systems over the last years this way has become more important. More people have access to the Internet now, and with the help of multimedia targeting a specific group gets much easier. In 2006 Perfetti van Melle had one of their biggest interactive campaigns in India: Mobile2win.
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