Haigh's Chocolates PR Plan for Launching New Product in Australian Market

RUNNING HEAD: PR PLAN 0
Public Relations

PR PLAN 1
Executive Summary
The Haigh’s Chocolates is an Australian based company, the company want to launch
its new product line. The main aim behind launching a new product is the company want to
increase its profits or turnover and the company want to create spread awareness about its
brand in Australian market. To obtain the goals and objective the company has hire a PR
consultant to provide suggestion. The PR consultants has suggested that while launching a
product the company need to conduct a huge lunching event with the help of which the
company can connect with the mass public and media.

PR PLAN 2
Contents
Introduction..............................................................................................................................................3
Research and development......................................................................................................................3
Situational analysis..................................................................................................................................4
Goals and objectives................................................................................................................................6
Target public............................................................................................................................................6
Strategies and tactics................................................................................................................................6
Launch event........................................................................................................................................7
Digital marketing.................................................................................................................................7
Advertisement......................................................................................................................................8
Media releases..........................................................................................................................................8
Time line..................................................................................................................................................9
Budget....................................................................................................................................................11
Evaluation..............................................................................................................................................12
Conclusion.............................................................................................................................................13
References..............................................................................................................................................14

PR PLAN 3
Introduction
In 1915, Alfred E. Haigh in Australian market introduced Haigh’s Chocolates. The
company deals in homemade chocolates the core concept of Haigh’s Chocolate is ‘beans-to-
bar’. In present, the company has three stores in Melbourne and 6 stores in South Australia.
In today’s era, Haighs fourth generation members Alister and Simon they are running
business since 1970 run the company (Haigh’s Chocolates, 2018). To cope with the current
market, the company want to introduce or launch a new product ‘Sweet chocolate syrup’ in
the Australian market. The motive behind the introduction of new product is the company
want to increase their turnover and want to increase brand recognition. The company want to
spread awareness about its brand name in Australian market so maximum customers will get
attracted toward their product. This report contains a complete Public relation plan, with the
help of which the company is going to attain their objectives.
Research and development
To launch the new product in Australian Market Company has conducted a market
research, according to research in 2016 the market of sweet syrups was estimated to be $
45.32 billions. The research predicted that the market of sweet syrup would increase by 5%
by 2022. The market trend clearly shows that the demand of sweet syrups will increase
among customers. The one factor, which will play an important role in increasing demand of
sweet chocolate, is increasing preference of customers toward ready to eat products and
convenience food (Bohari, Hin, & Fuad, 2017). There is one challenge in front of Haigh’s
Chocolates is the demand of fruit syrups is more than chocolate syrups.
Company want to use the launch of new product to expand its market range and to
spread awareness among resident of Australia. For spreading brand awareness, the company