Millies Cookies Marketing in China - Essay Example

The prospective marketing strategy of the company in terms of segmenting, targeting and positioning itself in the minds of Chinese consumers, as well as the implementation of the strategy, were formulated. Furthermore, the financial objectives and the control measures to be followed were also set and the sales forecasting & break-even analysis were conducted. It was revealed from the overall assessment that Millie’s Cookies should promote itself as a high-profile urban consumer brand and position itself as a premium brand.

This would necessitate Millie’s Cookies to employ the strategy of market penetration in addition to customized product development in order to sustain the consumers’ interest. . The entire confectionery industry of the UK has grown at the rate of 7.5%, since 2010. The sector of chocolate confectionery currently holds for around 74% of the total market, while the sugar confectionery builds up the remaining 26% (Key Note, 2012). Statistically speaking, the chocolate sector has grown at the rate of 7.2% on a year-on-year basis, while the sugar confectionery sector has grown at the rate of around 8.5 % (Sweet Retailing, 2012). The chocolate confectionery sector no doubt builds up a majority of the market and this particular sector has grown tremendously due to the surge in boxed chocolates as well as sharing bags. With the increasing number of consumers preferring to beat the financial slowdown by ‘Dining In’ rather than ‘Dining out’, this particular kind of format has grown tremendously.

This new kind of delivering value to the consumers has also helped the growth of the sugar confectionery sector. The confectionery industry has also gone for some major product developments in recent times. The most notable developments are in the forms of packaging where the industry has gone for the price marked packs and figure-shaped confectionery packaging. The industry has opted for price-marked packs after it realized that there has been a growing preference among consumers all over for price marked products.

The figure-shaped confectionery packaging has simply been opted for because it helps in increasing the customer's experience for a confectionery treat. It has been estimated in the Key Note update report that online media marketing campaigns will help to grow the revenue of the UK chocolate and sugar confectionery sector (Confectionery Market Update Report, 2012).
Company Overview
Millie’s Cookies has its origins in London around 1985.