Marketing Plan for Desklib Online Library

This article outlines the marketing plan for Desklib, an online library for study material. It covers the target market, positioning statement, marketing mix, and extended marketing mix. The article also includes information on process and people.

Running head: MKT600 MARKETING
MKT600 Marketing
Assessment 2: Proposal Marketing Plan
Student’s name:
Name of the university:

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Table of Contents
Introduction......................................................................................................................................2
1. Marketing strategy.......................................................................................................................2
a. Recommended target market...................................................................................................2
b. Positioning statement...............................................................................................................4
2. Marketing mix.............................................................................................................................5
a. Products....................................................................................................................................5
b. Explaining the different levels of products and how Donald should apply.............................6
c. Pricing strategy........................................................................................................................7
d. Distribution..............................................................................................................................8
e. Promotional strategy................................................................................................................8
f. Extended marketing mix........................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

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Introduction
A marketing plan is a strategy which outlines the business marketing and advertising
efforts for the year to come of an organisation. Marketing plan mainly describes activities of the
business which accomplish the specific objectives within the time frame (Fan, Lau & Zhao,
2015). Marketing in the recent time has drastically evolved and marketing is now the critical
element for the business administration. Therefore, each of the organisations designs the
marketing plan to apply the knowledge of generating an effective marketing strategy. Donald B
is a chocolate product maker and owns two stores in Melbourne. Donald B wants to grow the
brand internationally and nationally. Therefore, the purpose of the assignment is to devise a
marketing strategy for Donald B. In the first part of the assignment, target market and
positioning map of Donald B will be given. In the following section, the marketing mix variables
are described with instances.
1. Marketing strategy
a. Recommended target market
Market segmentation
Market segmentation is a strategy that involves segregating a broad range of target
market into consumer subset based on the common interests, needs and priorities (Alt & Iversen,
2017).
Donald B can segregate the market based on the geographic segmentation where the
segmentation will be based on the rural and urban. Donald B has two stores in Melbourne based
and the geographic segment of the market will be based on the semi-urban and urban consumers

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live in Melbourne. When the stores will be expanded to different locations in Australia, Donald
B will target the customers based on urban and semi-urban consumers who live near the stores.
Demographic segmentation of Donald B could be based on the income group and the age
of the customers. Donald B can make segmentation based on the higher-income group and the
young generation based on the age. Higher income group can afford to have money to visit the
chocolate stores.
Psychographic segmentation of chocolate consumers can be based on the personality,
attitudes, lifestyles and class of the customers. Based on the psychographic segment, the buyer
behaviour of the customers gets changed and the customers’ preferences depend on the size of
the chocolate; large block, small block and bars.
Behavioural segmentation can be done on consumers’ eating habits. Donald B can divide
consumers based on who like to eat chocolates and who like to send the chocolate as gifts. The
customers visit the chocolate outlets to spend time with the near ones and to have the best
chocolate. The segregation of the market will be done on customers’ perception of the common
needs, interests and priorities.
Primary target market
The primary target market of Donald B can be children and teenagers who are aged
between 4 and 17. Donald B will set the primary target market based on the age and income
group of the customers. The primary target market of Donald B will be from the higher income
group as the customers must afford to visit the chocolate stores. Donald B's consumers will be
young and from the higher income group.

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Secondary target market
Donald B has its current stores in Melbourne and Donald B wants to expand the business
in different locations. Donald B’s secondary target market will be based on geographic locations
as the customers live near the stores will be target customers. In the geographic locations near
the stores; all age groups will be targeted.
b. Positioning statement
As stated by Osterwalder et al., (2014), market position means the consumers’ perception
of the product or the brand in relation to the competitors' in the market. Moreover, market
positioning also means to the method of creating the image of the product in the mind of the
customers. The positioning of the brand can be defined as the strategic process which involves
the marketing of the products. A positioning statement is the USP of the product which makes
the product or different from other competitors existing in the market. There are mainly three
types of positioning; functional positioning is used when the product can provide a solution to
the issue and the customers can get the benefits from the products. Symbolic positioning is useful
for establishing the brand image that assists to create the brand equity. Finally, experiential
positioning is about the making cognitive and sensory stimulation in the minds of the customers
(Walker, Hanson & Enjeti, 2015).
Donald B chocolate store can position itself by establishing the image of the product
based on the audiences. As stated by Datta, Ailawadi & Van Heerde (2017), the brand image of
the organisation can be made through intended advertising, promotions, pricing and placing
strategies. The positioning statement of the product can be ‘sharing happiness through
chocolate in every occasion’. Donald B chocolate stores will be the best choice for the festive

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occasions and auspicious events in the family. Donald B can position itself in the market to be a
luxurious chocolate brand which can provide comfortable chocolate outlets. In addition, Donald
B gives the high-quality chocolate-based products which have fine taste. The wrapping of the
Donald B products can be used in gold colour which will symbolise the luxury and wealth.
Figure 1: Positioning map of Donald B chocolate outlet
(Source: Self-developed)

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2. Marketing mix
a. Products
Donald B owns two stores in Melbourne and Donald B wants to expand the business in
different locations in Australia along with the international market as well. Donald B offers to
the consumers cocoa product, confectionery, crystallised or glazed fruit, drinking chocolate,
liquorice, marshmallow, candied nut and candied popcorn. The consumers can have the
chocolate based products in the stores of Donald B or the consumers can also have the products
in supermarkets of Australia like Woolworths and Coles. Donald B always focuses on the
product quality along with flavour which must be rich and intense. Donald B uses the finest
cocoa and the utilisation of modern artisan way makes the chocolate tastes perfect for the
consumers. In the supermarket, Donald B can sell the box chocolate, chocolate bars, drinking
chocolate, chocolate beans and dark chocolate. Donald B will offer chocolate products in two
forms; first in the form of owned chocolate stores in different locations and second, in the
supermarkets.
Donald B may take the strategy of product line stretching because Donald B will expand
the market to an international and national level where different types of products will increase
the current customer base of the organisation. Donald B can launch new types of chocolate
products which will be beyond the current chocolate product range with some additional feature.
As stated by Stark (2015), product line stretching strategy can be used by the organisations in the
down market or upmarket. Donald B can get the advantage of expanding the products as it is the
growth strategy for the small organisation and it increases the market share and revenue. Donald
B can come up with a completely new range of chocolate product or Donald B can upgrade to
existing products by adding some additional characteristics.

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b. Explaining the different levels of products and how Donald should apply
Customers choose the products based on the products’ perceived value (Lee & Kotler,
2015). Core benefit is the rudimentary need that customers satisfy by having the product. Donald
B can provide taste which will be the core benefits of Donald B’s chocolate products. The
generic product is the version of the product which contains the attributes absolute necessary for
the function. Therefore, a generic product of Donald B will be a chocolate based product. Donald
B can come up with the low-end chocolate which costs lower price. According to Davies &
Kitchen (2015), the expected product is having the set of features which the buyers normally
expect from the product. Donald B will provide the characteristics of chocolate products which
are taste, chocolate colour and quality. Donald B will give the best ambience of the chocolate
stores which will attract the customers with chocolate based products with right pricing.
Augmented product is the additional feature or related attributes of the products which can make
differentiate the product from the existing competitors. Donald B will take the strategy of
product line stretching which will enable Donald B to make different products from the
competitors. Donald B can make a chocolate product which will provide the flavour of
strawberry or blueberry. In addition, Donald B can bring the new product containing cocoa nibs
and soft-textured chocolate. The potential product comprises the transformation and
augmentation of the product which can be done in the future to ensure the customers' loyalty
(Huang & Sarigollu, 2014). Donald B will use the product line stretching strategy to surprise the
customers with new product range those will not harm the health of the customers.
c. Pricing strategy
Donald B has its stores in Melbourne and it is going to expand the business in Australia
and in international spheres. It will sell the chocolate products in two ways; through outlets and

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through the product. Donald B will take the competitive pricing strategy as it sets the price of the
products based on competition in the market. Competitive pricing sets the price of the products
at the same level of competitors. It can be used by Donald B when Donald B will find the similar
products. The advantage of competitive pricing is that competitive pricing avoids the price
competition in the market (Toptal & Cetinkaya, 2015). Competitive pricing helps the small brand
to make competition in the industry where the consumers can opt new product apart from the
existing ones. The competitive pricing must cover the production cost and it may result to have
the low profits. Competitive pricing let the organisation control the competition by preventing
losing market share.
d. Distribution
Donald B wants to expand the chocolate outlets from Melbourne to different parts of
Australia and in the international market. Donald B takes the supplies of raw materials from the
local people and Donald B takes the supplies of cocoa from the international suppliers. Donald b
can take the strategy of the franchise in order to expand the business. It will have its own stores
and it will have the franchisee stores in Melbourne, Sydney, Adelaide and Perth. The stores of
Donald B will be located in the urban and semi-urban areas where they can easily target the
upper-class people and the young people. Donald B will segregate the market into two parts, a
hypermarket and supermarket. Donald B will use selective distribution strategy as it is the
strategy which lies and operates between exclusive and intensive distribution. According to
Nagle & Muller (2017), selective distribution is associated with the selling of the products at
outlets with specific locations. In selective distribution, Donald B will use more than one,
however lesser numbers of intermediaries which can carry the products of the company.

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e. Promotional strategy
Donald B will take the push promotions through direct negotiation with retailers and it
will also take an efficient supply chain. Push promotional strategy is associated with taking the
product directly to the consumers making aware of the brand (Tuten & Solomon, 2017). Donald
B will take the strategy of the point of display and it will also take the right packaging design to
allure the customers. On the other side, a pull strategy is associated with motivating the
consumers to search out the brand in the right process. Donald B will take the mass media
promotions through advertising and customer relationship management.
Donald B will use print media to advertise the chocolate products through newspaper and
magazines. Out-of-home (OOH) advertising will be done through hoardings and billboards.
Donald B will advertise about discount pricing on the selected franchisee outlets which will
increase the footfalls of the consumers. Print advertisements must be done using glossy, high-
quality print and fantastic way.
Donald B will start Facebook, Instagram and Twitter advertising. Social media is a cost-
effective advertising strategy (Viloria, Wilches & Acuna, 2016).
Activities Facebook Twitter Instagram
Organisation’s brand
presence
Sharing content, news
and stories
Sharing posts and
tweets
Sharing videos and
images
Viral brand exposure Facebook page and
sharing a viral video
Making tweeter page
and retweets
Company page
Social media site
focus
Comments, share and
likes
Tweets on right time
and using the hashtag
Comments and likes

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Website traffic Pasting direct link on
Facebook
Sharing the link on
tweeter handle
Sharing image and
link
Donald B can also use SEO (Search Engine Optimisation) strategy as it will increase the
numbers of users search for Donald B using a search engine. PPC (Pay-per-click) can also be
used to increase the direct traffic to the website of Donald B. Donald B will pay the publisher
when an advertisement is clicked by the users.
f. Extended marketing mix
Process
The process is related to mainly service system and Donald B needs to manage the
queuing system in the franchise and own chocolate stores while the customers pay the bills.
Donald B can ask the staffs to prepare the chocolate based products in front of the customers in
the stores so that the customers can observe the preparation of the chocolate. This transparency
can improve the customer-organisation relationship. Donald B stores can start the alternative bill
payment system as it can be done by using app payment. The stores can provide toilet facility or
parking facility. The smooth process can improve the retention of the customers and process can
tailor the needs of the individuals.
People
People are the employees of the organisation and services are consumed and produced at
the same moment. In the Donald B chocolate stores, the staffs need to be trained and the staffs
must behave well with the customers. Salespersons are different types; product delivery
salesperson, missionary salesperson and technical salesperson (Wei, Samiee & Lee, 2014).

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Donald B can employ the salesperson to sell the chocolate and PR team will be used as a
technical salesperson to identify the needs of the customers. Customer services give expertise,
technical support and coordinate the customers according to their needs. Donald B can employ
the skilled employees so that young employees can ensure the success of the organisation.
Donald B needs to ensure the training of the employees.
Physical evidence
In Melbourne, Donald B already has two physical stores and Donald B is going to expand
the business in different locations. Donald B’s stores, legal papers, buildings, products and office
builds are the physical evidence. The cosy ambience of the franchisee stores and owns stores of
Donald B are the physical evidence. Physical evidence helps to manipulate the perception of the
customers (Gallo, Antolin & Monitel, 2018).
Conclusion
It has been noticed that the organisations get help from marketing plan which exactly
assists the organisation to coordinate the marketing efforts and ideas of the market. Donald B
will target the young generation and upper-class people who can afford to visit the chocolate
stores. The USP of Donald B chocolate stores will be premium quality and prices will be kept as
competitive. Selective distribution strategy will ensure that supermarket and chocolate stores will
have enough stores. Social media marketing, online marketing and print marketing will be
promotional strategies of Donald B. This marketing plan will help Donald B to achieve the
marketing objectives.

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redistribution. American Journal, 1(1), 21-36.
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), 1-20.
Davies, T., & Kitchen, B. (2015). Confectionery: Growing and processing cocoa in
Australia. Food Australia, 67(5), 28.
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intelligence through the lens of the marketing mix. Big Data Research, 2(1), 28-32.
Gallo, P. J., Antolin-Lopez, R., & Montiel, I. (2018). Associative Sustainable Business Models:
Cases in the bean-to-bar chocolate industry. Journal of Cleaner Production, 174, 905-
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Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to the market outcome, brand
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Lee, N.R. & Kotler, P., (2015). Social marketing: Changing behaviors for good. London: Sage
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Li, F., & Mo, D. (2016). The burgeoning chocolate market in Australia. The Economics of
chocolate, 383.

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McAlexander, J. H., Koenig, H. F., & DuFault, B. (2016). Millennials and boomers: Increasing
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of Nonprofit and Voluntary Sector Marketing, 21(2), 82-95.
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profitably. Abingdon: Routledge.
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Walker, R. H., Hanson, D. J., & Enjeti, M. (2015). Destination Branding and Positioning-The
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