Cocoa Delight Marketing Plan

The Cocoa Delight market provides high quality chocolate to its customers and seeks to ensure that the consumers receive the best value and creates a high value. The innovative products are aimed at ensuring that the products meet the demands of the clients.

Running head: Delight Cocoa Marketing Plan
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Delight Cocoa Marketing Plan
Student Name
Institution of Affiliation

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Executive Summary
The chocolate industry is continually expanding as the global population keeps increasing over
time. Cocoa Delights is a crucial player in the industry that offers high-quality products in the
market. This is a strategy that pushes the company’s ability to cement its position and expand its
customer base in the market. The marketing strategies and approaches are part of the key aspects
that drive the organization towards its competitive path. The marketing objectives and the
mission of the firm to remain a stable and critical player in the industry which are to provide
quality chocolate products. The fact that the firm does not have services for the teens and
children is the greatest undoing, and many players are also entering into the industry. However,
the use of social media and franchising are the opportunities that provide the Cocoa Delights
with a chance to meet the future product demands.

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Table of Contents
Executive Summary.........................................................................................................................2
Assessment Task 1...........................................................................................................................5
1. The purpose of the market plan...................................................................................................5
1.1 Situation analysis...................................................................................................................5
1.2 Market Analysis.....................................................................................................................5
1.3 Demographics........................................................................................................................5
1.4 Geographic.............................................................................................................................5
1.5 Product demand analysis........................................................................................................6
1.6 Market needs..........................................................................................................................6
2. Market factors..............................................................................................................................6
2.1 Economy and Legal regulations.............................................................................................7
3. SWOT Analysis...........................................................................................................................7
3.1 Strengths:...............................................................................................................................7
3.2 Weaknesses:...........................................................................................................................7
3.3 Opportunities:.........................................................................................................................7
3.4 Threats:...................................................................................................................................7
4. Market Strategy...........................................................................................................................8
4.1 Mission...................................................................................................................................8
4.2 Vision.....................................................................................................................................8

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4.3 Values.....................................................................................................................................8
4.4 Marketing objectives..............................................................................................................8
4.5 Product positioning................................................................................................................8
4.6 Financial forecasts..................................................................................................................9
4.7 Marketing budgets..................................................................................................................9
Assessment task 2..........................................................................................................................10
5. Summary of organizational structure, marketing objectives, products and strategic objectives
.......................................................................................................................................................10
5.1 The Cocoa Delights organizational structure:......................................................................10
5.2 Marketing objectives:...........................................................................................................10
5.3 Strategic objectives:.............................................................................................................10
5.4 The common marketing options..........................................................................................10
5.5 The conventional marketing strategies and marketing approaches.....................................11
5.5 Strategies to align Cocoa Delights marketing strategies, objectives while undertaking legal
and ethical actions......................................................................................................................12
5.6 The regulatory and legal context relevant to the marketing plan above..............................12
6. Conclusion.................................................................................................................................12
7. References..................................................................................................................................14

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Assessment Task 1
1. The purpose of the market plan
The purpose of this marketing plan is to drive the organization towards a successful path
of growth and increase its customer base. This is an approach that shall ensure that the
organization realizes its short and long-term marketing objectives or goals.
1.1 Situation analysis
The Cocoa Delight market provides high quality chocolate to its customers and seeks to
ensure that the consumers receive the best value and creates a high value. The innovative
products are aimed at ensuring that the products meet the demands of the clients.
1.2 Market Analysis
The targeted clients are of different classes and ages. This is an approach that allows the
company to increase its market share or customer base. The chocolate industry is developing and
expands at a rate of three percent annually. This will offer an opportunity or the market to realize
higher sales.
1.3 Demographics
The Cocoa Delight has a female customer base of 60% which makes it a higher targeted
clientele. Of this, the clients are aged between 25 years and 55 years. This is a relatively a
younger age. Moreover, the firm focused clients are married mainly with about 50% of them are
married. Most of these clients are professionals working in the city suburbs and within the
respective cities.
1.4 Geographic
The regions that are targeted by the company include Melbourne, Brisbane, Sydney,
Perth, and Adelaide. These are some of the leading cities with the highest population in

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Australia. The targeted clients are working in the vicinity of the town. This is a fertile ground in
which the firm will realize a higher sales volume in the market.
1.5 Product demand analysis
The target customers in the market use the dark chocolate. This means that the
management of Cocoa Delight needs to focus on expanding the product and ensure that the
clients will access the product whenever they need it. Given that the consumers buy these
products for personal use and gifting their friends, then it makes the market more viable. Studies
indicate that about 30% of the customers have purchased the dark chocolate products in the past
come back. Therefore, there is a need that the firm retains the customers to increase their
customer base.
1.6 Market needs
The Cocoa Delights offer a wide range of products to its consumers. This is a strategy
that makes the firm’s products widely available in the market. When the clients have a choice of
selecting from a wide range of products in the market, it then makes it a more competitive
company in the market. One of the competitive advantage for the Cocoa Delights is quality
products. Clients always seek to buy value. Hence, Cocoa Delights are winning their clients
loyalty by delivering a high product's value. Furthermore, competitive prices are attracting the
clients in this organization. This serves the consumers better as they seek to have a high-value
product in the market.
2. Market factors
We need to identify the factors that are affecting the success and the breakthrough of
Cocoa Delights in the market. These factors include economic, political and legal aspects. They
are essential in the flourishing of the Cocoa Delights in this market.

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2.1 Economy and Legal regulations
The economic state of the country will help it in developing an appropriate way of
growing the company’s market share. When the economy is performing well, then there is a
possibility that the firm will also succeed.
3. SWOT Analysis
3.1 Strengths:
The firm has a high level of innovation and quality products. The company also offer a
range of products which enables the clients to select their choice from a wide range of products.
The dark chocolates also have health benefits.
3.2 Weaknesses:
The clients are not fully aware of the health benefits of these products. There are also
limited male and child customer base. Operations are concentrated in towns and not in other
regions.
3.3 Opportunities:
The firm has an opening of expanding to other regions. Increase customer awareness
through social media such as Facebook. Increase customer brand awareness.
3.4 Threats:
Other competitors are entering the market and limited marketing budgets thus affecting
its market growth. There is also an economic downturn globally reducing the company chances
of success.

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4. Market Strategy
The firm seeks to increase its market presence through increased marketing campaigns.
This will ensure that the firm can match the competitiveness of the environment.
4.1 Mission
The mission of the firm is to be a chocolate market leader through continuous
improvements and sustainable behaviors.
4.2 Vision
The vision of the firm is to be a world-class company that produces a various range of
quality chocolate products which satisfies the needs of the clients in the market.
4.3 Values
The company seeks to promote a fair trade activity both within the domestic and
international market. Moreover, customer oriented, high quality and innovation which creates an
expansion of the market.
4.4 Marketing objectives
1. Increasing the company’s brand in the market
2. To increase the market share in the long run
3. To operate within the market’s variables and demands
4.5 Product positioning
The company positions its products in the leading chain stores as a way to promote better
accessibility in the market. Moreover, the Cocoa Delights also provides the highest quality
products in the market.

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4.6 Financial forecasts
2016 2017 2018
Total sales $55 million $80 million $120 million
Gross profits $60 million $65 million $80 million
4.7 Marketing budgets
2016 2017 2018
Radio and TV advertisements $2 million $2.5 million $2.5 million
Magazine and newspaper marketing $3.5 million $3 million $3 million
Road and social media promotions $4 million $7 million $8 million
Total expenses $9.5 million $12.5 million 13.5 million

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Assessment task 2
5. Summary of organizational structure, marketing objectives, products and strategic
objectives
5.1 The Cocoa Delights organizational structure:
The company has its different regional managers that are managing the respective
markets across the globe. For example, the firm’s European markets are controlled and operated
by the regional managers.
5.2 Marketing objectives:
The company seeks to ensure that the brand continues to develop in the market. This is
critical in developing a competitive product in the market that serves the needs of the clients
better than its competitors. The development of a loyalty customer is another objective driving
the organization to develop some effective processes in the market.
5.3 Strategic objectives:
To increase the company’s market share. This is a process which will promote a better
product success in the market. The company also seeks to ensure that the quality of the chocolate
improves and serves the needs of the clients.
5.4 The common marketing options
Cocoa Delights has the opportunity of partnering with its alliances in the market and sell
its products to other markets. This is an important strategy that will ensure that the company can
expand its operations to other markets across the globe. Moreover, the firm can also continue to
grow in new markets which have not been exploited.
The firm also needs to develop the chocolate products that serve the needs of the children
in the market. This is because Cocoa Delights do not have the youth market as most of its current

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consumers are the youth and older persons. However, there are no products that are used to serve
the needs of the children in the market. This is a strategy that offers the firm the best plan to help
expanded markets.
Additionally, Cocoa Delights can penetrate the new markets by using the cost leadership
approach (D. Banker, Mashruwala, & Tripathy, 2014). This is a technique that allows the firm to
serve the needs of the clients with high-quality products which are affordable. The net effect is
that the firm will be able to attract new clients in the market. This is a strategy that will increase
the company’ presence in the chocolate industry. When the firm can attract new customers, then
it can increase its market share.
The Cocoa Delights can also leverage on the franchise which promotes better market
approaches and successes in the end. The franchise will promote the brand of the company and
reduce the costs of production. The take-overs also are offering the best way in which will
increase Cocoa Delights market dominance and expand its product lines. A takeover eliminates
the levels of competition in the market and promotes better, and a wide product ranges in the
market.
5.5 The conventional marketing strategies and marketing approaches
Some of the marketing strategies that Cocoa Delights can leverage on include internet
market, social media marketing, and email approaches. Internet marketing is fast growing as a
more significant target have access to the internet. When the marketer can market its products
through the internet, then it shall attract the attention of internet users. On the same line, social
media is one of the marketing approaches that Cocoa Delights can leverage for the betterment
and success of their company. Today, millions of clients are Facebook, Twitter, WhatsApp and

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many more (Saravanakumar, & SuganthaLakshmi, 2012). This thus offers the company an
opportunity to reach out to these clients.
5.5 Strategies to align Cocoa Delights marketing strategies, objectives while undertaking
legal and ethical actions
• The company’s management must set common goals that shall cut across legal, ethical and
marketing purposes in the organization.
• The marketing team and the production teams must work together in a coordinated manner to
ensure that all of the factors o production and marketing activities align with the mission and
vision of the organization
• A common dashboard for information sharing can be created to ensure that all information
regarding ethical and legal conditions are understood across the organization’s teams.
• Empowering the staff to ensure that they are innovative, informed and creative. This will help
create awareness in the current market standards and demand from the relevant bodies and
agencies in the market.
5.6 The regulatory and legal context relevant to the marketing plan above
Cocoa Delights will need to engage in marketing campaigns that shall promote better
remain true free from any deceptiveness as by Australian National Advertisers. The firm shall
include relevant information regarding nutrient levels within the organization and encourage
better nutritious products. Remaining a firm adhering to competitive marketing practices is
critical in serving all clients in the market without engaging in unfair trading activities. All these
are in accordance with the national code of nutrition and Internet Advertising Network.

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6. Conclusion
Cocoa Delights is operating in a market that continually attracting new competitors as it
is considered a lucrative industry. However, this firm can develop an effective strategy that shall
help dominate the market. This is an approach that guarantees the company its success as a key
player in the sector. While its market strategies are effective, there is need for the organization to
adopt the current marketing trends to address its marketing challenges.

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7. References
D. Banker, R., Mashruwala, R., & Tripathy, A. (2014). Does a differentiation strategy lead to
more sustainable financial performance than a cost leadership strategy?. Management
Decision, 52(5), 872-896.
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life Science
Journal, 9(4), 4444-4451.