United Biscuits Company’s Marketing Strategy

Introduction

The united biscuits are one of the leading manufactures and a distributor of biscuits in the United States. It is a major distributor of biscuits in several countries which include, France, Iberia, Netherlands, and Belgium. Some of the products which this company distributes include nuts, crisps, and savory snacks. It has well-recognized brand names which make this company to be in a position to distribute its products in most of the European countries and hence leading to huge profits. One of its biggest brand names that have made this company to be popular include, Penguin, go ahead, Delacre, Hula hoops, McCoy’s, Skips, among other many products.

The company’s role is to manufacture and market its products for the whole region and the retail grocery. Its line of products is based on two categories which are biscuits and snacks. For instance, in the year 2002, when the two brands were combined, that is, both the biscuits and snacks, they both accounted for $1.6 billion of the United States market. The company has since then experienced stable growth hence leading to its profits. The company is also expecting a continuous growth of 2 % and over in the following years due to the high demand for these biscuits and snacks since you find that their target consumers have a high demand for convenience foods. (Agrawal, Pp 46-48).

Targeted market and buyers segment

This company has major targets for its product which include the large retail grocers since the company believes that these market leaders will be in a position to negotiate for better prices. It is due to its strong relationship with these retailers that the company has been in a position to succeed in its products since it has been in a position to drive many initiatives like the proper management of this company hence leading to greater success. Also, food companies have also enjoyed these benefits through their strong relationships. The company also has the largest share in retail grocery. According to research, it is estimated that approximately a million biscuits are consumed daily in the United Kingdom. (Agrawal, Pp 46-48)

Company’s products and services

The company distributes both branded and retailer branded products in the united company. The united biscuits have two categories of products which include biscuits; some of its products which this company distributes include nuts, crisps, and savory snacks and snacks. It has also occupied a large distribution area in the European countries hence making the company make huge profits. The company also has big brand names for these products, which have also contributed to the company’s success.

The product brand names include Penguin, go ahead, Delacre, Hula hoops, McCoy’s, Skips, among other many products. The company also exports its products to more than 100 countries in the world, and this gives a total 0of $ 79.7 of its total exports.

Some of the countries in which united biscuits export its products include Belgium, the Netherlands among other prominent consumers of these products. The demand for these products is usually higher during the end of each year since most of these products are consumed during certain occasions like during Christmas and holiday seasons; hence you find that during this period, the company is in a position to record huge profits due to the higher consumption of the products during this particular time. (Dawar, and parker, Pp 81-95).

Future of the marketing environment

You find that the company actually faces a competitive zone, and due to this, it’s planning to improve on its marketing strategies in order to be in a position to compete effectively.

In the market. The company is also planning to improve on the quality of its products since it’s facing stiff competition from Western Europe and the United Kingdom. One of the strategies the company is planning to have is by ensuring that they have the right product, which is needed by its customers at the right time and the right place. The company also has excellent distribution and excellent brand names, which make the company compete effectively. It’s also planning to improve on innovative promotions and increasing its range of products so that it can compete effectively with the newcomers in the market. (Little, Pp 45-78).

Marketing mix

The united biscuits company has applied a variety of marketing mix hence leading to the company to record a high rate of percentage. One of the marketing mixes the company has is the product. The company has different brands for its biscuits and hence enabling the company to meet the consumer’s needs and desires. The biscuits, according to the users, see this product as a convenient food and hence. As a result, it faces a higher demand and hence leading to the high profits which are recorded annually by this company.

Promotion is another marketing mix used by the company. The company is in a position to advertise its products in order to reach a large target in the market. It also has different and good product branding for its products. As a result, the company has been in a position to secure a large share of the market since it exports most of its products to more than 100 countries. Pricing is also another marketing mix. The company has set a low price in relation to its competitors, which has made the company compete effectively with the rest of its competitors.

The company also has a wide channel for the distribution of its products. It is in a position to distribute its products to more than 100 countries in Western Europe. There is also a good process used to get this product to the right customers. They have a good relationship with the retailer grocers, which has made the company succeed. Other types of marketing mix applied by the company include the physical evidence and people hence leading to the company’s success. (Little, Pp 45-78).

How the company’s marketing strategy is measured

There are several methods which this company uses to measure its marketing performance. One of the methods used is measuring and modifying its programs at the right time. This can be done by quantifying the company’s impacts on its revenue. You find that if the company’s profits are declining, its means that the company is not performing well, and hence. As a result, the company needs to review its marketing strategies again by measuring the performance of the other competitors. You find that if your competitors are doing well, then your company means that you need to check on your marketing strategies in order to make sure that your company is in a position to compete well with the other competitors. (Kicker, Pp 31-46).

Recommendations

The company has recommended reviewing its strategies in order to be in a position to improve on its production levels. It’s also planning on improving on the line of products. Due to the increasing number of competitors, the company is also planning to improve on its management, open bigger branches in order to ensure that there is a bigger channel for distributing these products. On the issue of price, it’s also recommending lowering the price of the products for the convenience of the products. (Jain, Pp 70-79).

Conclusion

United biscuits are one of the largest distributors and marketer of biscuits in the United Kingdom and the western countries. It has a wide range of products with product brand names which has made this company to be in a position to record huge profits each year. It applies excellent marketing strategies which has led the company to its success.

Reference

Agrawal, M. (1994). Review of a 40 year debate in international advertising. Practitioner and academician perspectives. International marketing review. pp 26-48.

Dawar, N. and Parker, P. (1994). Marketing universals. Consumer’s use of brand names, price, physical appearance, and retailer reputation as signals of product quality. Journal of marketing.Pp 81-95.

Ettlie, J. (2001). Three takes on NPD.Automative manufacturing and production. Pp 45-78.

Hill, J. and Still, R. (1984). Adapting products to LDC tastes. Harvard business review. Pp 92-101.

Jain, S. (1989). Standardization of international marketing strategy. Journal of marketing. Pp 70-79.

Kicker, M. (1976). Export oriented product adaptation. Its pattern and problems. Management international review. Pp 31-46.