Marketing Research : Milka-last square

I ,as a sales representative of Milka Chocolate in Moldova,decided to make a market research in order to introduce a new product in Moldovas market.The new product is Milka-last square ,a luxury brand that,I suppose,would be the most popular kind of the Milka Chocolates from the whole world. First of all,I must fulfill the product research to be informed how popular is the Milka`s Company and products on the market and ,generally,in the world and to determine what potential it has.

Would you buy a chocolate bar with the last square missing? Well, Buzzman Paris has created a new campaign where it is putting the generosity of Europe to the test. They've taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. To bring life to Milka's brand promise (dare to be tender), Buzzman decided to use the chocolate bar itself as the main media of the campaign. All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or pc to visit www.LeDernierCarre.fr.There, they'll be able to choose what to do with their last square. If they decide to be tender and send their last square to someone they'll be able to accompany it with a tender personalized message. The campaign has been a year in the making, taking Buzzman and Milka a whole year to change the entire chocolate bar manufacturing process. Buzzman and Milka created a unique mould that allowed for the creation of 13 million chocolate bars for France and Germany with the famous square missing. Secondly,I should carry out the customer analysis to find out if Milka-last square may have a strong and permanent demand.Thats why i`m going to make a short questionnaire.After I gathered information,I will be able to communicate about our market-if it is prepared for such kind of product .In this case ,I will be able to realize what comepetitors it would have. High quality, crafted precision, product freshness, careful selection of the finest raw materials, respect and consideration for our customers: these are Milkas key words and values which have helped make its confectionery well-known and loved by millions of consumers all over the world. Its products are the result of innovative ideas, and are therefore often inimitable, despite being widely distributed, and have become part of the collective memory and customs of many countries, where they are often considered true cultural icons. Milka also means caring about hygiene, the environment, social issues and the local communities where

the company is present, as well as its own human resources. However Milkas distinguishing characteristic is that it is glocal (think globally, act locally), a company which is both global and local, which focuses on international development, without losing sight of its relationship with local communities. The consumer is always at the centre of our strategy. Milkas relationship with its consumers is based on longstanding and mutual trust, built up over the years with expertise, experience, understanding and intuition. This is a measure of Milkas interest in consumer needs, and this is a key factor of the companys success. Despite the continuing difficult international context and the consequent negative economic trend, characterised by the on-going slowdown in food consumption in some European markets, the Milka Group has nonetheless managed to further strengthen. This growth was the result of an extraordinary dynamism in the areas of the Groups recent expansion (with excellent results in Asia, the United States and Russia), as well as the constant efforts of innovation, research and development. The result of the Groups financial year, with a pre-tax profit of 878 million euros, is a 2.5% increase compared to the previous year. It underlines however the difficulty of the international economic context in which there is a trend of price increases for principal raw materials, packaging materials and energy, which Milka decided not to pass on to the consumers. This is without taking into consideration the high financial volatility that has affected all of the geographical areas. The average number of Milka employees in the year 2011/2012 is 22,298, a further increase from the previous period (21,913). This is mainly made up of employees working in the Groups industrial sites in every corner of the world, confirming the constant attention to the management of human resources.

After this research,I will analize the market to find and collaborate with the suppliers and providers.Knowing that the product can be imported in Moldova just from France,I think that using a cheaper transportation technique,like shipping,will be a great opportunity to save money and to increase the profit.After the products will get in Romania,it will be easily transported in Moldova using special trucks. An important factor is the competitor analysis.I dont think that I should put the overrated price but to choose the medium one,so the product will be competitive.From the start the profit will be smaller,but in time it will raise up and the Milkas new product will occupy the most market share. PRODUCT PROMOTION Identifing ways of making product promotion TV advertising is the main way to promote sweets and especially chocolate. In order to differentiate each company is trying to determine the association of its products with a certain idea: Milka dares you to be tender !