Positioning Statement

5.1.1 Positioning Statement

Candora have been continuously reaching out to their customers in order to gain its perceptual goal. An effective marketing strategy is important for Candora in order to attract the right consumer group. In order for Candora to compete with other competitors, they must select the most convincing, meaningful and unique points that makes them greater than their rivals. Candora Company has been focusing on being different from its competitor. The use of fresh ingredients and high quality inputs made Candora ice cream to stand out from its rival. In addition the unique formula that includes no preservatives has made more health conscious consumer to give it a try. Its premium price also gives the consumer perceptions that it uses high quality ingredients and has attracted many ice cream lovers that know the real taste of quality ice creams.

5.1.2 Pricing Strategy

A price is an amount of money charged for a product or service (Kotler & Armstrong, 2010). It is a major factor in determining customers’ perceptions of quality and desirability. This is the only element in the marketing mix that produces revenue. We practice a prestige or premium pricing strategy which is setting a price above that of the competition so as to indicate a higher quality or that a product is a status symbol.

Candora focuses on targeting middle and high income groups therefore its price must align with the quality. These types of income groups are willing to pay more in order to enjoy the finest quality items. Therefore, selling the ice cream at premium price will retain its existing customer as they are coming back for the quality. Most of the business sales will come from ice cream. Representative prices are as follows: RM4.00 for a single scoop of ice cream, RM6.00 for a double scoop of ice cream (both single and double scoops