STDP Framework for Haigh's Chocolate: Segmentation, Targeting, Differentiation, and Positioning

MMK101 Assignment 1
Segmentation, Targeting, Differentiation, and Positioning
12/1/2018
Haigh’s chocolate

STDP 1
Contents
Background..................................................................................................................................................2
Segmentation...............................................................................................................................................3
Targeting......................................................................................................................................................6
Differentiation............................................................................................................................................10
Positioning.................................................................................................................................................11
Value proposition...................................................................................................................................11
Positioning map.....................................................................................................................................13
References..................................................................................................................................................14

STDP 2
Background
The purpose of the task is to conduct the STDP framework being a marketing consultant for the
company that is performing the operations in the Australian market. The company that has been
allocated is Haigh’s Chocolate who deals in the chocolate industry in Australia. Australia chocolate
market has estimated the growth at approx. CAGR of more than 7% in the year 2018-2023. The
company is the oldest family-owned chocolate maker in Australia. Haigh’s chocolate is founded by
1915 by Alfred E. Haigh and maintains the retail outlets in the four different states (Haigh’s chocolate,
2018). The vision of the company is to deliver a world-class chocolate experience to their customers.
The products of the company include handmade chocolates of a different type from candy to bar. The
two new products that the company should offer include Dry fruit cookies and chocolate custard
pudding. In addition, the marketing consultant performs STDP for these products. The major
competitors of the company are Nestle and Cadbury.

STDP 3
Segmentation
Market segmentation is the process by dividing the market of potential customers into groups, segments
(Baker, 2014). The below given is the marketing segmentation for the new products in which the two
new market segments have been selected for the company.
Segmentation
bases and
variables
Segment 1:
Label:
_________________________________
__Youth _____
Segment 2:
Label:
____________________________
____Old age ___
Demographic:
Variable 1:
Age
Youth has been segmented because
mostly people with the age of 18-25
years like to consume products like
cookies and puddings which are the two
new products of company in new market.
Old age has been considered as the
crucial new segments for the new
products of Haigh’s chocolates.
The adults with the age of 50-75
years and above have been
segmented.
Variable 2: In youth, the company consider both In Old age people, the company