Marketing Plan for Darrell Lea Rocklea Road

Marketing plan 0
Marketing plan for Darrell lea
Rocklea road
Student’s Name
9/30/2019

Marketing plan 1
Executive Summary
The objective of the marketing plan is to increase the brand awareness and the
communication reach for the successful launching of the product. The marketing plan reflects
upon the creating the awareness of Darrell Lea dark chocolate among the Australian
consumers. It is analysed that the consumers in Australia loves to eat dark chocolates and
ready to pay high prices for the value products. They possess high purchasing power and are
quality conscious. The brand has focused on targeting on-the-go workers and chocolate
chiller consumers of Australia.
It is analysed from the plan that Darrell Lea enjoys strong brand positioning in the
minds of consumer by delivering classic taste and quality products to the consumers. To
successfully launch the new product the brand adopts premium pricing strategy and provides
different flavours with the classic taste of liquorice. It adopts direct and indirect distribution
strategy and markets its product through advertisement and digital platforms. It also focuses
on sales promotion and sponsorship to market its product and create brand visibility.
The timeline for achieving the marketing objectives is within 12 months and will be
evaluated through survey and website trafficking. The benefit of using such metrics is to
analyse the perception of the customers and the degree of recognition of the product. Website
tracking will allow analysing the number of visitors on the website of company and will be
used in evaluating the proportion of brand awareness among the target consumers.

Marketing plan 2
Contents
Marketing Objectives.................................................................................................................3
Target Market and Positioning...................................................................................................3
Positioning Strategy...................................................................................................................4
Positioning Attributes.................................................................................................................5
Positioning Map.........................................................................................................................6
Marketing Mix Strategies...........................................................................................................6
Product....................................................................................................................................7
Defining of product attributes................................................................................................7
Product Description................................................................................................................8
Price........................................................................................................................................8
Promotion.............................................................................................................................10
Place.....................................................................................................................................11
Distribution Model...................................................................................................................12
Evaluation and Control............................................................................................................13
Implementation and schedule...................................................................................................14
Recommendations and Conclusion..........................................................................................16
References................................................................................................................................18

Marketing plan 3

Marketing plan 4
Marketing Objectives
 The objective of the marketing plan is to create brand awareness considering the
demographic and geographic segmentation from 15% to 37% in 1 year.
 The core objective of the marketing plan is extending the reach of communication to
90% of the target market in 12 months.
The above two objectives are chosen because the Darrell Lea is focusing in launching
the new product segment .i.e. Darrell Lea Rocklea Road block chocolate considering
the strong brand positioning under the different age groups and in different markets.
The aim is to create the awareness of the product by targeting different age groups
and in different geographical locations. To increase the awareness of the new product
the marketing plan will focus on suing different communication channels to increase
the awareness by 90 % and attract the target customers towards the brand.
Target Market and Positioning
In order to attract the customers the target market plays the vital role. The brand has
adopted multi-segment targeting strategy under which it has focused on targeting the
customer’s based on the demographic, geographic and psychographic segmentation.
Demographic Segmentation
The brand will focus on targeting on-the-go worker segment and the chocolate chiller
market segment. The focus on the brand is to satisfy the physiological needs and relief the
hunger of the on the work population. The pricing of the product is higher than the
competitors however the brand focuses on targeting the customers who analyses the value of

Marketing plan 5
product through quality, colour and external features. It focuses on targeting the customers
who enjoys eating dark chocolates (Arli, Kim, Rundle‐Thiele & Tkaczynski, 2019).
Geographic and psychographic segmentation
The core focus of the brand is to target the Australian consumers because they have
the belief to enjoy their lifestyles and possess the purchasing power to buy the high price
products. The brand has target Australian customers because the consumer believer in
purchasing high quality products those are rich in taste and ready to pay prices for the value
goods. The brand will develop the market campaigns considering the emotional appeals of
the target market and will influence the buying behaviour of the consumers (Hartley, 2013).
The brand will also focus on using the online medium for targeting the customers in
other states such as United States and Canada and will increase its customer base by
supplying the product at the grocery stores to ensure high visibility of chocolates and
increasing the target customers. Using of the online medium will allows the company to
target the customers in different countries (Hartley, 2013).
Positioning Strategy
In order to attain the global position it becomes imperative for the brands to strongly
position its product in the minds of consumers and increase brand retention. The brand will
focus upon using the differentiation strategy to by providing the block chocolate without
compromising the flavour, texture and the quality of product. The brand will focus on
modernising its classic flavour in the form of chocolate block. It is analysed that the
Australian consumers have the rabid hunger to eat chocolate clock in any form and shape
however the brand will take the advantage of it and will position it product as a rich dark
chocolate that has classic flavours and contains rich texture and is of high quality. Darrell Lea