C&b Products Case Study

In my opinion, C&B has demonstrated an equal extent of preference for its sales and communication-based objectives. A good marketing communication strategy will always have a positive impact on a company's sales. In fact, marketing communication has been categorized as one of the marketing mix elements. . By looking back to the case, the communication-based objectives of C&B are actually supporting its sales-based objectives of increasing the market share. Throughout the years from 2000 to 2001, the major communication objectives of C&B being observed are to differentiate its products and developed trust from its target groups towards its products. This achievement leads C&B doubling its sales in year 2001, in which the company has became number two with 22 percent market share in that particular year. In year 2003, C&B has successfully achieved its communication objectives on retaining the company's brand awareness and good perception on its target group. This achievement is also lead to the dramatic increment on the number of users of C&B products and the company had became market leader with 27 percent volume share in year 2004. Therefore, C&B sales-based objectives and communication-based objectives are co-related with one another, and this relationship explains that C&B has demonstrated the same extent of preferences on its both sales and communication-based objectives.major communication objectives of C&B being observed are to differentiate its products and developed trust from its target groups towards its products. This achievement leads C&B doubling its sales in year 2001, in which the company has became number two with 22 percent market share in that particular year. In year 2003, C&B has successfully achieved its communication objectives on retaining the company's brand awareness and good perception on its target group. This achievement is also lead to the dramatic increment major communication objectives of C&B being observed are to differentiate its products