The History And Background Of Galaxy

Galaxy is a chocolate milk brand. It was made by Mars Incorporated. He launched the brand in 1810. Galaxy Chocolate covered a large range of products including milk chocolate, fruits, and nuts with its varieties, ripple and others. From Mars’s Chocolate, Maltesers, M&M’s, Milky Way and Twix. Galaxy Company produces several types of chocolates; there is Galaxy Smooth Milk, Galaxy Minstrels, Galaxy Bubbles, Galaxy Ripple, Galaxy Counters, Galaxy Orange and Shortcake, Galaxy Hazelnuts, Galaxy Carmel, Galaxy Cookie Crumble and Galaxy Bites.

Every market should have a process by which companies create customer value and build a strong relationship to capture value from customers in return. This Marketing Process passes through four concepts to reach the capture value of customers in return which is called the Five Core Marketplace Concepts.

First:

To understand the marketplace and customers’ needs by his needs and wants and the demand. The Human need is to ban the feeling of deprivation. It includes the physical needs like food, safety, clothes, shelter and social life. It also includes the individual need like knowledge. Wants is shaped by the culture and the personality. If he wants to have something sweet so he could eat Galaxy chocolate. While the demand, people want and need for a product which is most value and satisfaction them. Chocolate helps to low the stress and make the person feel happy and satisfied.

Second:

By the end of the understanding the customers, it is fulfilled through the market offering which include the product, services and experiences that offered to the market in order to satisfy a need or want.

Marketing Mix:

It is consists of 4ps: Product, price, place, promotion. The products of galaxy that it produces a wide range of chocolate varieties like nuts, fruits, milk chocolate and others. The quality of the taste is perfect in addition of the chocolate bar design. The price is depending on the shape of the bar. It starts from 1L.E. also sometimes it makes discounts like buy two bars of chocolate and gets one free. The place where the customers could find it easily is in the supermarket, hypermarket, and the mall and at the kiosks. The promotion of Galaxy, People knew it from the TV or the internet. It usually shows a pretty girl dressed in brown dress eating the chocolate which will make her to fell in the sweetness of the taste.

Each market has its strategy. This process involves Market segmentation, Target marketing and Marketing Positioning.

Market segmentation:

Galaxy Divides its market into Geographic, Demographic, psychographic and behavioral. It targets a certain level of people and a certain age in order to achieve a certain level of satisfaction.

Market target:

The Galaxy Company focus on one or several segments to target it, as it must be Comfortable for the customers, the taste is unforgettable and the design of the chocolate on its logo name and the shape of the bar.

Market positioning:

Galaxy’s position among the competing companies is high in the market. It is one of the best companies that produce chocolates. It has many competitors like Cadbury chocolate, Kinder, Bounty and Kit Kat. They all have a low position.

Marketing Orientation:

There is more than one concept that Galaxy Company takes to be successful. The production concept is which has to be affordable and available for the customers. The product concept is which Galaxy should offer the most quality and features chocolates for the customers. The selling Product is which the customers will not buy Galaxy Chocolate unless there is a large scale selling in the market. The Marketing concept is which Galaxy Company achieves an organizational goal which depends on the needs and wants of targeting markets. Finally, The Societal Marketing Concept, which is some principle that enlightened Galaxy Company which makes good marketing decisions.

BCG matrix:

This portfolio explains the growth and downsizing the product in the market. According to Egypt, the product which has high market growth and high market share is Galaxy and Maltesers and this is the stars. While the Question Marks are Jewelries chocolate since there is a Hugh product in markets with low demand from customers. The Cash Cows is like M&M’s that have high market share while the market growth is low. The Dogs is the Milky Way Chocolate as it has low market share and low market growth.

In the end, we could say that Galaxy Company had achieved its mission in the market.

PART (B)

I had an interview with the manager of Galaxy Company Mr. Khaled Roushdy. Here are some main takeaways.

The Galaxy Companies describes the best firm’s orientation is Production.

• It follows the ways of marketing concept which is starts with constructing the products in the market
• Their target is on customer’s wants and needs.
• Finally the customers will be satisfied.

Galaxy’s primary goal for business is to make a quality product that would beat other competitors with competing prices while maximizing the profit.

Galaxy’s vision, At Galaxy Chocolate Company they want to give the customers the best of life’s Pleasures.

Its mission is that they want the people to trust their favorite brand, to being a manufacturer of some of the world’s best-loved chocolate, confectionery, chewing gum and food brands comes with a responsibility to market them in appropriate ways, especially to children and when using digital marketing channels.

The Objectives of Galaxy Company’s marketing plan are as follows:

• To increase the lifetime value of the customers.
• To increase the number of items purchased per sale.
• To increase the rate of loyalty customer shops.
• To increase the number of the customers and the new customers.
• To increase the satisfaction of the customers.
• To increase visibility and memorability of brand identity.

Galaxy Company will hire a consultant for SWOT analysis.

(a diagram for the SWOT analysis)