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Chacome Executive Summary

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Executive summary ChocoMe is a small UK based firm which was established in 2010 with an ultimate purpose of creating luxurious and perfect chocolate. ChocoMe is providing 60 million different variations of artisan handmade, unique and customised chocolates. The firm is constantly improving the quality of products and has received national awards, many recommendations and favourable reviews. ChocoMe is also well known in the market for its unique tastes and more than 80 toppings. Mainly, it takes orders online and now seeking to expand its business through B2B sales directly in international market (ChocoMe, 2017). The assignment is determining value of personal selling in supporting other promotional mix tools by defining difference between buyer behaviour in the B2B market and the consumer market in terms of customer decision processes and role of …show more content…

However, basic principles of marketing are still same, to influence and attract customers to consume a product or brand. It is very important that how companies gain customers' attention, provide them brief information about product or brand and finally, to convince them for consuming a product or brand. Promotional mix is one of an effective marketing tool which includes advertisement, personal selling, public relations and sales promotion. Any form of paid sales presentation is called advertisement which is not face-to-face. Some well known forms of advertising are: television and radio commercials, magazine and newspaper advertisement and direct mail inserts etc. Public relations include building company's image in buyers' mind by hoping to translate feelings of goodwill into sales such as sponsorship etc. Use of incentives called sales promotion such as discounts, coupons, contests, special display or rebates etc. The major goal of promotion is to influence customers to consume a product or brand (Peter & Donnelly,

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