(MMK101)-Marketing Strategy Recommendations for Yarra Valley Chocolaterie and Ice creamery

ASSESSMENT 3
MMK101 TRIMESTER 3
2018
MARKETING STRATEGY
RECOMMENDATIONS
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Table of Contents
2.1. Target Market and Positioning Statement................................................................................3
2.2. Marketing Strategy Recommendations.....................................................................................3
2.2.1. Marketing Mix Element 1 Strategy...................................................................................3
2.2.2. Marketing Mix Element 2 Strategy...................................................................................4
2.2.3. Marketing Mix Element 3 Strategy...................................................................................5
2.3. Conclusion................................................................................................................................6
Reference List..................................................................................................................................7

2.1. Target Market and Positioning Statement.
Target Market: The target market of Yarra Valley Chocolaterie and Ice creamery are the
tourists from other countries and suburbs of Australia. The main aim of
the organization is to share the experience related to love of chocolates
(Yvci.com.au 2019).
Positioning
Statement:
The positioning of the organization is to develop a tourist destination
where the consumers can gain an experience of natural chocolates rather
than the ones that are offered in supermarkets.
2.2. Marketing Strategy Recommendations.
2.2.1. Marketing Mix Element 1 Strategy.
Product – The products that are offered to the customers have been quite unique in nature
and have been able to attract international tourists and locals from the suburbs as well. The
owner and Managing Director of the organization aims at developing products in such a manner
which can fulfill the needs and demands of the consumers and the tourists. The unique products
are offered to the customers with the help of the stores that are located in Yarra Valley. The
beauty of the destination also plays a major role in developing interest for the products which are
offered by the organization. The products provided by the company are handcrafted and contain
different ingredients like, nuts, fruits that are picked from the kitchen garden (Amiri and Maroofi
2016).
The milk which is used for the purpose of manufacture of chocolates is sourced locally.
The various products which are thereby manufactured and sold by the company include, truffles,
chocolate coated creations, delectable pastilles, chocolate bars, chocolate sauces, giant chocolate
freckles, chocolate spreads. The house made ice creams that are offered by the organization are
also a major specialty of the organization which makes it different from the its competitors. The