Dispensing strategic marketing decisions: An analysis of PEZ Inc.’s marketing decisions and key success factors
Date
2015
Authors
Dimoff, Chris
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Bachelor of Commerce Best Business Research Papers
Abstract
The objective of this paper is to determine how PEZ Inc. reinforces their two key success factors through marketing mix decisions. These two success factors are: widespread product appeal to a diverse market and strong brand awareness. This paper will focus on how PEZ continues to reinforce these success factors by identifying the decisions made at each level of the marketing mix and analyzing their subsequent effects on the success factors. For this paper the marketing mix will consist of four elements: product, promotion, price, and place/distribution decisions. Kotler’s augmented product model will be used to examine how PEZ strategically makes candy and dispenser product decisions to fulfill the needs of both adults and children. Next, the different areas of PEZ’s promotional decisions will be identified and analyzed. Following this, PEZ’s pricing strategy will be identified and explained. Finally, PEZ’s place/distribution decisions will be carefully broken down and analyzed. For every decision made in each marketing mix element the effect on the corresponding success factor(s) will be analyzed and explained. The secondary sources used for this paper were obtained from a variety of sources including business magazines, newspapers, academic journals, books, and websites. The primary evidence was gathered through a Facebook survey of 36 international respondents aged 18-35 and a personal interview with Mike Schmidt, an independent marketing consultant whose name has been changed to preserve anonymity.
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Citation
Dimoff, C. (2015). Dispensing strategic marketing decisions: An analysis of PEZ Inc.’s marketing decisions and key success factors. Bachelor of Commerce Best Business Research Papers, 8, 4–15.