Marketing Plan for Cocoa Delights

This marketing plan discusses the strategies and opportunities for Cocoa Delights, an Australian gourmet chocolate organization. It covers marketing strategies, marketing opportunities, costs and responsibilities, strategic usage of the marketing mix, and rationale for the chosen strategies.

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Executive Summary:
The paper is dedicated in forming the marketing plan for the chosen organization Cocoa
Delights, an Australian organization which is operating in the Australian gourmet chocolate
industry. The paper discusses regarding the marketing opportunity options for the
organization and marketing strategies which are in aligned with the strengths and
opportunities of the organization. Apart from this, the paper is instrumental in describing the
required resources for those strategies and legal and ethical marketing tactics of the
organization along with the calculation of the cost, responsibilities and accountabilities for
those tactics. In addition to this, the strategic uses of the marketing mix and the various
approaches along with the rationale for the chosen strategies and tactics is included in the
paper.

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Table of Contents
Introduction:...............................................................................................................................3
Marketing Strategies:.................................................................................................................3
Native sense:..........................................................................................................................3
Quality Improvement:............................................................................................................4
Marketing Opportunities Options:.............................................................................................4
Costs and Responsibilities:........................................................................................................5
Strategic Usage of the Marketing Mix:......................................................................................6
Rationale:...................................................................................................................................7
Conclusion:................................................................................................................................7
References:.................................................................................................................................8

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Introduction:
The modern business market is getting significantly competitive and the survival of
many companies is getting tougher each day. Under such circumstances, the organizations are
depending on their marketing plan in order to gain the competitive edge in the market. The
companies are strategizing their business conduction in such a manner that they be able to get
the much needed breathing space for their organizations. On top of this, the organizations are
observed to promote their business with a much improved effort in order to make sure that
the targeted customer base get the knowledge of the products or the services that the
organization is offering (Bressler, Campbell and Elliott 2014). The paper shows one such
marketing plan of a chosen organization Cocoa delights. The organization is a significantly
growing gourmet chocolate manufacturer in the industry and has the precise focus on the
creativity and innovation in manufacturing the chocolates. The paper provides a brief
discussion on the marketing opportunity options for the organization along with the
specifications regarding the marketing strategies which are in aligned with the strengths and
opportunities of the organization and the identification of the resources for those strategies.
Apart from this, the paper provides a brief discussion on the legal and ethical marketing
tactics of the organization along with the calculation of the cost, responsibilities and
accountabilities for those tactics. In addition to this, the paper describes the strategic uses of
the marketing mix and the various approaches along with the rationale for the chosen
strategies and tactics.
Marketing Strategies:
Native sense:
From market researches and the financial statements of the Australian gourmet
chocolate industry, the organization is observed to face significant amount of competition

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from the organizations like Green & Black’s and Lindt. Lindt is known to be the market
leader of the Australian gourmet chocolate industry and has 30% of market share of the entire
market (Lindtusa.com. 2018). Apart from this, the resources of both Lindt and Green &
Black’s is observed to be much higher compared to the chosen organization
(Greenandblacks.com. 2018). Under such situation, the organization is in need to
communicate the native sense among the customers as both the competitor organizations are
not from Australia. Hence the strategy will be to influence the people of the nation in the
name of the country and show that the organization considers for the people of the nation.
Quality Improvement:
The organization is observed to have significantly well-built supply chain. It is seen
that the refining process for the organization is getting strong as well. Apart from this, well
quality supply of the sugar, fruit and nuts have the potential to make the organization able to
provide the best quality products for the customers (Zhang, Chiang and Liang 2014).
Apart from this, the organization’s prime motto from the initial stages was the urge of
them in focusing on the innovation and the creativity. This was a significant step from their
part to attract the customers and their willpower to try things which are unconventional, had
then potential to make it even bigger. In addition to this, the organization was having quality
professional who have the capability to produce high quality products and along with that, the
organization’s increased product chain was significantly in alignment with their focus of
creating the customer loyalty.
The resources for this, will be the talented workforce that the organization is having
along with the marketing team of the organization.

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Marketing Opportunities Options:
The marketing opportunities for the organization will be the organic, dairy free
products with low G.I. compared to the other organizations. In addition to this, the generation
of the native sense among the customers was significant for the organization as well as that
had the potential to influence the customers purchasing compared to the market competitors.
One of the major issues for the customers of gourmet chocolate in Australia was the pricing
of it. Many of the business critics of the concerned industry are observed to comment that the
various company’s policy of making the price high in order to provide the quality products
was the main reason for the incapability of buying the chocolates for the customers of the low
and mid economic level. The chosen organization was significant in this case as the pricing
policy of them are observed to be significantly competitive and was the lowest among the
mentioned competitors (Bressler, Campbell and Elliott 2014). Along with this, the
organization’s motive of sustainable practices was significant for the community and was
instrumental in developing the region. A precise and effective communication regarding the
strategies, has the potential to earn the much needed competitive edge to the organization
(Luxton, Reid and Mavondo 2015).
The described general marketing tactics for the organization regarding the quality
improvement, the communication for the generation of the native sense of the customers, the
competitive pricing policy along with the organizations’ urge for the improvement of the
sustainable practices were observed to be ethical and following the key principles of the
national and international regulatory frameworks. The mentioned aspects are majorly internal
and are achievable for the organization with the effective formation of the strategy regarding
the reduction of the operating cost and the improvement in the organization’s sourcing of the
materials. However the marketing communication regarding the generation of the native
sense among the customers of the organization was observed to an external factor for the

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organization which can easily be conducted by the marketing team of the chosen organization
(Parente and Strausbaugh-Hutchinson 2014).
Costs and Responsibilities:
The costs for the tactics will not be significant as majority of the marketing tactics are
internal. However, the marketing communication will require some additional efforts which
will be the main reason for the cost that the organization will have to take care of. The
improvement of the quality of the products for the organization will be dependent on the
quality monitoring team of the organization and along with that the organization’s pricing
policy will be significantly dependent on the management of the organization.
Strategic Usage of the Marketing Mix:
As mentioned earlier, the organization had a significantly competitive pricing policy
with the aim of enabling the customers of the lower and mid economic level backgrounds to
have the chance of buying the products of the chosen organization. The organization is
observed to have a pricing policy in which the product cost is 40 percent of the retail price
(Cocoadelight.com. 2018). Hence it was profitable for the organization and reasonable for the
customers at the same time. Along with this, the chosen organization is observed to have
significant number of retail stores which has the potential to make the distribution easier for
the organization and at the same time, it was easier for the customers as well to get their
products. One of the major aspects of the business that the organization lacked in a significant
manner was the brand awareness among the existing and the probable customers. The
strategy for this is to target the advertising on the TV, internet and the radio (Hajli 2015).
Apart from this, the press media will be significant in the formation of the promotional events
for the organization. In addition to this, the major focus of the organization was on the
customers’ preferences and the level of satisfaction of them. The organization was well aware

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of the fact that the customers have a significantly strong bargaining power with the
competitor organizations like Lindt and Green & Black’s and that was the main reason
behind organization’s try to provide the maximum satisfaction to the customers. This proved
to be a significant step for the organization as it has the potential to create the customer
loyalty among the customers and will be instrumental in holding the customers to the
organization for a longer period of time. This had a notable impact on the organization as a
whole as it had the potential to increase the repetitive purchases of the customers and was
significantly profitable for the organization.
Rationale:
The main reason for the plan and the strategy is to make the company one of the market
leaders of the Australian gourmet chocolate industry. In achieving the required status, the
organization was observed to face the difficulty against the competitor organizations which
are much superior compared to the chosen organization. Hence it was significantly difficult
for the organization to achieve the desired position in the market. This was the reason behind
the introduction of the organization’s marketing plan where it had the possibility to overcome
the competitor organizations in terms of the market share and the sales of the products. The
strategies for the same was observed to be the competitive pricing, the improvement in the
quality of the products, the marketing communication along with the sustainable practices
from the part of the organization.
Conclusion:
On a concluding note, it can be said that the chosen organization was observed to face
significant amount of market competition from the part of the competitors which was causing
notable barriers in the proper and desired growth of the organization. This was the main base
behind the organization’s market plan which has the potential to counter the loop holes of the

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business conduction of the competitor organizations. The perfect execution of the strategies
in the mentioned aspects has the potential to drive the organization to the desired growth.

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References:
Hajli, N. ed., 2015. Handbook of research on integrating social media into strategic
marketing. IGI Global.
Cocoadelight.com. 2018. Home - Cocoa Delight. [online] Available at:
http://cocoadelight.com/
Zhang, J., Chiang, W.Y.K. and Liang, L., 2014. Strategic pricing with reference effects in a
competitive supply chain. Omega, 44, pp.126-135.
Lindtusa.com. 2018. Gourmet Chocolate for Every Indulgent Occasion | LindtUSA. [online]
Available at: https://www.lindtusa.com/
Greenandblacks.com. 2018. GREEN & BLACK'S | Gourmet Chocolate, Ethically
Sourced. [online] Available at: https://us.greenandblacks.com/
Bressler, M.S., Campbell, K. and Elliott, B., 2014. A study of Native American small
business ownership: opportunities for entrepreneurs. Research in Business and Economics
Journal, 10, p.1.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide
to marketing communication plans. Cengage Learning.