Functions of Marketing, Perfetti Van Melle
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 relations with those customers, and strategies to handle competitors. The market strategy in the Netherlands is based on innovation and speed on the market. Perfetti Van Melle wants to be the first and the best, they search for growth and growth in share.
Segmentation and positioning
Customers are people, so differ considerably. The marketing now-a-days is very customer driven, changes are continues and the customer needs are never the same. Perfetti Van Melle makes use of a demographic segmentation. Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, sexual orientation, family size, family life cycle, income, occupation, education religion, ethnic community and nationality. With the help of GfK (Growth from Knowledge)figures they can pinpoint who’s buying what kind of product. For example they can see what kind of household is buying their products. Families, with or without children, which ages are the children, income and so on. With the help of this information Perfetti Van Melle knows who en how to target with which brands. Not all brands target the same consumer, this is because the demographics of the consumers differ per brand. With Look-O-Look they target children and
´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 relations with those customers, and strategies to handle competitors. The market strategy in the Netherlands is based on innovation and speed on the market. Perfetti Van Melle wants to be the first and the best, they search for growth and growth in share.
Segmentation and positioning
Customers are people, so differ considerably. The marketing now-a-days is very customer driven, changes are continues and the customer needs are never the same. Perfetti Van Melle makes use of a demographic segmentation. Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, sexual orientation, family size, family life cycle, income, occupation, education religion, ethnic community and nationality. With the help of GfK (Growth from Knowledge)figures they can pinpoint who’s buying what kind of product. For example they can see what kind of household is buying their products. Families, with or without children, which ages are the children, income and so on. With the help of this information Perfetti Van Melle knows who en how to target with which brands. Not all brands target the same consumer, this is because the demographics of the consumers differ per brand. With Look-O-Look they target children and