As we can see from the above product positioning map, Whittaker 's is distinguishing itself from its main competitor Cadbury by offering a higher quality product at a reasonable price, adding to the perceived value consumers will get.
“For chocolate lovers across New Zealand, Whittakers provides high quality chocolate products with a trusted brand to back it. Unlike it’s competitors, Whittakers provides great value for money by combining its treasured ingredients and thorough manufacturing process with a reasonable price for consumers. Making sure the industrial process is kept solely to New Zealand gives Whittaker 's the autonomy to create a product that tailors to New Zealand’s chocolate lovers needs.”
“New Zealand is a country of chocolate …show more content…
With such a diverse range of products, and fierce commercial competition, they should use a mixture of skim and penetrating pricing. For example, Whittaker 's co-brand product, Lewis road creamery, should use skim pricing. By charging such a outrageous price from the launch they are able to capitalize on early customers of the product who are willing to pay a premium price for such a excellent product. When sales peak or start to decline for that group, Whitakers should slowly start ‘skimming’ their price until they reach a perfect …show more content…
Intermediaries are specialists in selling. They have the contacts, experience and scale of operation which means that greater sales can potentially be achieved through them rather than Whittaker 's selling to the end user them self. Because whiattkers produce’s consumer packaged goods they need to sell a at a high volume to achieve substantial profit. With chocolate products the actual purchase is rather small and lost cost so requires minimal thought, there for to “stimulate sales, the chocolate needs to be widely available to consumers”. Because of this, we know Whittaker 's uses extensive distribution and should continue to do so.
Whittakers uses a combination strategies, rather than just one of the two. They push to create the customer demand by constantly innovating new and exciting products, and offering these products in stores through retails and the supply chain. And they pull the customers towards these products through advertising and promotional
“For chocolate lovers across New Zealand, Whittakers provides high quality chocolate products with a trusted brand to back it. Unlike it’s competitors, Whittakers provides great value for money by combining its treasured ingredients and thorough manufacturing process with a reasonable price for consumers. Making sure the industrial process is kept solely to New Zealand gives Whittaker 's the autonomy to create a product that tailors to New Zealand’s chocolate lovers needs.”
“New Zealand is a country of chocolate …show more content…
With such a diverse range of products, and fierce commercial competition, they should use a mixture of skim and penetrating pricing. For example, Whittaker 's co-brand product, Lewis road creamery, should use skim pricing. By charging such a outrageous price from the launch they are able to capitalize on early customers of the product who are willing to pay a premium price for such a excellent product. When sales peak or start to decline for that group, Whitakers should slowly start ‘skimming’ their price until they reach a perfect …show more content…
Intermediaries are specialists in selling. They have the contacts, experience and scale of operation which means that greater sales can potentially be achieved through them rather than Whittaker 's selling to the end user them self. Because whiattkers produce’s consumer packaged goods they need to sell a at a high volume to achieve substantial profit. With chocolate products the actual purchase is rather small and lost cost so requires minimal thought, there for to “stimulate sales, the chocolate needs to be widely available to consumers”. Because of this, we know Whittaker 's uses extensive distribution and should continue to do so.
Whittakers uses a combination strategies, rather than just one of the two. They push to create the customer demand by constantly innovating new and exciting products, and offering these products in stores through retails and the supply chain. And they pull the customers towards these products through advertising and promotional