Assignment: Haig's Chocolate Marketing Plan
Executive Summary (This is a brief overview of the report. Explain the purpose of the report. Emphasize on your recommendations (strategies) and conclude with the possible outcome and issues you may encounter. Do follow the sequence of information presented in the report. The Executive Summary should be at most 1 page long).
Introduction (You need to define the purpose of this report and what you are hoping to achieve. Discuss briefly only the key information that you think is relevant for your report about the client. This can be a brief overview or background about the client/brand.)
Analysis and Evaluation of brand (SWOT Analysis) (Identify the internal strengths and weaknesses and evaluate external opportunities and threats)
Strengths Weaknesses
Opportunities Threats
Competitive Advantage and Positioning (What are the unique selling points/ competitive advantage of the product? You can highlight some of the key strengths from your SWOT)
Marketing Objectives (What are you hoping to achieve? What is the purpose of your marketing activity?)
Target Market (Describe your target market in terms of demographic, psychographics, geographics,benefit segments, usage rate segments, etc)
Product strategy (What is the idea behind your product? How will you design the product? Consider the branding and packaging aspects of your product. How does it appeal to your target market?)
(Insert your product and packaging design here. Please also provide a rationale into the design concept/idea of your product to explain your ideas)
Pricing strategy (Do you have a pricing objective? What price would you charge? Why? Is it a realistic price? Have you considered your competition, distribution, stages in the PLC, demand and your objectives? Also look at the cost price of the product to determine your pricing)
Place strategy (distribution) (Where would you distribute? Would the product be accessible to your target market? Does the distribution fit the product and brand?)
Promotion Strategy (What tools will you use to promote? Is it relevant to your target market? Will it reach your target market? Does it appeal and capture the interest of your target market?)
Conclusion
Potential Problem Evaluation (What are the possible problems you might encounter when marketing this product? How do you think you would overcome these issues? You can also briefly relate to the global marketing environment and current economic climate)
References (minimum 5 academic references)
Marketing Plan
Haigh's Chocolate is a family owned Australia chocolatier based in Adelaide SA. They specialize in handmade and single origin chocolates from Australia and around the world. The business is the oldest family owned chocolate maker in Australia and looking to increase awareness interstate and also around the world. Therefore, you are being called in as a consultant to develop new marketing opportunities to expand the brand.
You are now employed as a team of 2-3(max.) marketing consultants to help design a Marketing Plan for them. However you will need to firstly understand the brand by performing a SWOT analysis and then designing the Marketing Mix (4P's). Lastly, it is very important that you are able to foresee or predict potential problems you might have with making or launching the product. As a team, you are required to pitch your marketing plan to your class. Haigh's Chocolate is looking for a creative, practical and fun marketing strategy!
Objectives of the Marketing Plan:
1) To build awareness for Haigh's Chocolate
2) To increase brand recognition for Haigh's Chocolate
The brief
There are many occasions, celebrations and festivals in a year. Some of them are celebrated with chocolates! Your consulting firm is given the task of creating a product, or packaging its current range of products into a product especially for an occasion of your choice. For example, for Valentine's Day you may create a bouquet of Haigh's chocolate roses, or a World Food Day chocolate where proceeds go to a non-profit organization or to theme the chocolates with a local festival!
You can decide on the product strategy by looking at the various marketing theories taught this semester. The challenge is to think outside the box and create a product that is feasible for the brand!
For more information about Haigh's Chocolate.
Word count: 2500 - 3000 words.
Mandatory
1) Application of theory: You will need to apply marketing theories for this assignment. You can refer to your textbook to help you to write the Marketing Plan. For specific guides on writing the marketing plan please refer to Chapter 2 of your textbook.
2) Template: A report template has been provided on Moodle for this assignment. You will need to follow the template and discuss your marketing plan accordingly. However, if you need to add additional information, you can put it in Appendix. Do download and use accordingly.
3) Referencing: You are expected to refer to external resources for theories, ideas or current trends. However, you will need to apply theories to your statements/claims. These will need to be justified and supported by theory. Therefore, you will NEED to have at least 5 academic references for this assignment. Textbooksare not considered an academic reference, and it is expected that you would refer to it. You will need to reference it if you use your textbook. You should use resources from databases such as ProQuest, Emerald, Science Direct, and so on.
4) Formatting: 12pt, 1.5 spacing.
5) Images: You are allowed to design posters or images of the product (if applicable). You can also include images to help you illustrate your ideas. If there is insufficient space in the report, you can include in your Appendix.
Optional
1) Appendix: You may choose to include an Appendix section. However it is not mandatory.