Task 01

Introduction
Tranquility Chocolate Manufacturers:
Tranquility is a Chocolate Manufacturing company. This organization was formed in the year
2000 in Sri Lanka. Main factory is fixed in the middle of Colombo and they possess a capable
distribution channel. Another two factories are situated out of Colombo city and altogether more
than 400 workers are working under the management of Tranquility The Company
manufactures and market a wide range of products in various markets. The company is planning
to launch a product line consisting of different sizes of chocolate slab, chocolate coated biscuits,
wafers, candy and chocolate balls encouraging eating low sugar, chocolate and preventing
diabetes. The company marketing management needs to plan this before starting the production
1.1 Differentiate the concepts of need, want and demand and identify their
implications of them to the Tranquility organization .
Need, Want, and Demand
Needs, wants and demands are a section of basic selling principles. According to the marketing
they have a very complex meaning and huge differentiation factor. In fact, A product can be
distinguished along the basis of whether it satisfies a client asks, wants or needs. Each of them is
discussed in detail in this clause.
Needs -Human needs are the basic demands and include food, clothing, safety, belonging, and
esteem. These needs are not created by society or by marketers. They exist in the very texture of
human biology and the human condition. Without these humans cannot exist. An extended part of
needs today has become an education and health maintenance. Broadly, the products which flow
under the needs category of products do not require a push. Alternatively
Example of needs: food, Chocolate
Wants Wants are desires for specific satisfiers of needs. Although peoples needs are few, their
wants are many. They are continually shaped and reshaped by social forces and institutions,
including churches, schools, families and business corporations.
Example of Wants: old people need a beneficial health food. They need to eat healthy food and
low sugar product, wafers, candy and chocolate balls.
Demand - Demand are waiting for specific products that are backed by an ability and willingness
to buy them. Companies must measure not only how many people want their product but, more
importantly, how many would actually be willing and able to buy it.

Example of Demand: most diabetic patients like to eat sugar products, but they can't eat because
of the illness they can eat low carbohydrate products.
Philip Kotler (Marketing Management, 9th Edition)
1.2 SWOT analysis for Tranquility
SWOT analysis (alternatively SWOT Matrix) is a structured plan method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in
a business venture. A SWOT analysis can be carried out for a product, place, industry or person. It
calls for defining the objective of the business venture or project and naming the inner and
external elements that are favorable and unfavorable to achieving that aim. Defining the objective
should be executed after the SWOT analysis has been done. This would allow achievable goals or
objectives to be set for the system.
SWOT Analysis
Strength
15 years experience in industry

Weakness
Less Experians staff for new product

Main factory is situated in the heart of Colombo Inability to provide consistent quality in
products
Fewer ingredients

Different sizes and types of products

Excellent quality of the chocolates
Capable distribution channel
Good workforce
Opportunity
Get highly recommended product
Focus of Niche Market
Increase its quality and sale

Threats
Competition with major manufacturers
Ingredient can be imported
Untrained staff

Concentrate on branding and advertising

Encouraged as a Corporate Social
Responsibility for the society
Table 1 SWOT Analysis

SWOT Analysis Summary

Tranquility was formed in the year 2000, the company has 14 years experience in the industry.
Main factory is fixed in the middle of Colombo the company has a good workforce of More than
400 workers. The Company is presently planning to put on a low sugar, chocolate for diabetic
patients highly recommended for age Between 50 to 80. And Increase its quality and sale. New

product is highly commended for the diabetic patients and its very use full for the patients and
others. Untrained staff, Ingredient and major manufacturers are can be threats. Thus the
organization is planning to hire a Swizz chocolate expertise and train the staff. According to the
Swizz experts the ingredient should be imported besides the management of Tranquility has
come to a conclusion that Sri Lankan Coco growers should be advanced as a Corporate Social
Responsibility for the for the society.

1.2 Explain concepts of marketing and identify the costs and benefits of selecting

marketing orientation for Tranquility

Explain the various elements of the marketing concepts.
There are many marketing concepts under which organizations design and carry out their
marketing strategies as follows

Figure 1 marketing concepts

The Production Concept: The production concept holds that consumers will favor products that
are available and highly affordable. Therefore, management should focus on improving
production and distribution efficiency. This concept is one the oldest orientations that guides
sellers.
The Product Concept: The product concept holds that consumers will favor that offer the most
in quality, performance, and innovative features. Under this concept, marketing strategy focuses

on making continuous product improvements. Product quality and improvements are important
parts of most marketing strategies.
The Selling Concept: Many companies follow the selling concept, which holds that consumers
will not buy enough of the firms production unless it undertakes a large-scale selling and
promotion effort. The concept is typically practiced with unsought goods, those that buyers do not
normally think of buying, Such as insurance or blood donations. These industries must track down
prospects and sell them on product benefits.
The Marketing Concept: The marketing concept holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desires satisfaction
better than competitors do. Instead of a product-centered make and sell philosophy the
marketing concept is a customer-centered sense and response philosophy. It views marketing
not as hunting, but as gardening. The job is not to find the right customers for your product,
but to find right products for your customers.
The Societal Marketing Concept: The societal marketing concept questions whether the pure
marketing concept overlooks possible conflicts between consumers short-run wants and
consumers long-run welfare. The societal marketing concept holds that marketing strategy should
deliver value to customers in a way that maintains or improves both the consumers and the
societys well-being.
Holistic Marketing: Holistic Marketing Concept is probably the newest approach to marketing
and the latest business concept. It originated as a response to fundamental changes in the current
marketing environment (demographic changes, globalization, hyper competition, Internet
development, corporate social responsibility, etc.).
Philip Kotler and Kevin Lane Keller define it as follows: A holistic marketing concept is based
on the development, design and implementation of marketing programs, processes and activities
that recognize the breadth and interdependencies. Holistic marketing recognizes that everything
matters with marketing and that a broad, integrated perspective is necessary to attain the best
solution.
Identify the costs and benefits of a Holistic Marketing and how it benefits for
Tranquility
The holistic marketing concept is a part of the series of concepts of marketing and it can be
described as a selling system which looks at the business as a whole and not as an entity with

several different parts. The holistic marketing concept involves interconnected marketing
activities to insure that the client is likely to purchase their product rather than contention.
Thus Holistic marketing is a concept which is organization wide and helps the growth of the
organization with the right marketing of the product.

A key driver of Holistic marketing is marketing communications. The business of marketing

communications is to broadcast the right message to the object group. By approaching various
customer contact points, a uniform message can be sent to the customer. E.g. Tranquility has
keen marketing communication benefit with introducing a new product with low carbohydrate
chocolate for diabetic patients highly recommended for age between 50-80 years.
Bellows are the some of the key concepts which are important in Holistic marketing area
Internal marketing Marketing between all the departments in an establishment
Relationship marketing Building a safer relationship with your customers, internal as well as
end customers is beneficial for holistic marketing. E.g. Tranquility takes full care of Customs in
the first position and then aspire to develop long-term relationships. The company is planning to
launch a product line consisting of different sizes of chocolate slab, chocolate coated biscuits,
wafers, candy and chocolate balls encouraging eating low sugar chocolate and preventing
diabetes. So, according to the healthy product and supporting to the local agriculture company
get more Social Responsibility for the companionship.

Performance marketing Driving the sales and revenue growth of an organization holistically by
reducing prices and increasing gross revenue. E.g. According to the Swizz experts the ingredient
should be imported. Only the management of Tranquility has dissident to use local quality
ingredient.
Integrated marketing Products, services and marketing should work hand in hand towards the
growth of the organization