Haigh's Chocolate Marketing Strategy

The assignment involves analyzing the marketing strategies of Haigh's Chocolate, a company that specializes in producing high-quality chocolates. The report includes a SWOT analysis, which identifies the strengths, weaknesses, opportunities, and threats of the company. It also conducts customer and market research to understand the needs and wants of customers. The long-term goal of the company is to expand its business in Australia and globally, with short-term targets to achieve this objective.

Plan Direct Marketing
Activities

Table of Contents
INTRODUCTION...........................................................................................................................3
1a. Introduction................................................................................................................................3
1b. SWOT analysis..........................................................................................................................3
1c. Marketing Objective...................................................................................................................4
1d. Strategies....................................................................................................................................4
1e. Implementation..........................................................................................................................5
1f. Calculate cost..............................................................................................................................6
1g. Responsibilities..........................................................................................................................6
2. Recommendation report describing key long term strategic objectives......................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Direct marketing is referred to as the advertisement done through direct communication
through the customers via cell phone text messages, email, websites etc. (Plan direct marketing
activities. 2018). The company of which direct marketing plan has to be prepared is Haigh's
Chocolates. This is an Australian chocolate making company based in Adelaide. In this report,
introduction, SWOT analysis, marketing objective, strategies, implementation, budget cost and
responsibilities are explained in the context of company.
1a. Introduction
Haigh's chocolate is an Australian company having its headquarter in Adelaide, south
Australia. This company is known for the manufacturing of bean to bar chocolates. Company has
more than five hundred employees having its service in four states of Australia such as Adelaide,
Melbourne, Sydney, Canberra (Cravens, 2017). This business was founded in 1915 by Alfred E.
Haigh. Haigh had gone to Switzerland to bring the new technologies to Australia. Company is
selling its chocolates in four states of Australia. It want to increase the sale of it with the help of
direct marketing. Direct marketing help the company in advertising their products with direct
communication through mobile phones, emails, websites etc. The objective of company is to
increase its sales in Australia and also to export their products in other countries.
1b. SWOT analysis
SWOT analysis is done to check the strength, weakness, opportunity and threat of
company. These are analysed to know about what is missing and what is required to achieve.
SWOT analysis of Haigh's chocolates is stated here as under.
Strength
 Haigh's chocolate is providing bean to
bar chocolates which is a unique
product of the company (Piercy, 2016).
 Company is operating its business
within four major states of Australia,
Canberra, Adelaide, Sydney and
Melbourne.
Weakness
 Since company is having less number
of employees therefore it is a small
organization having little turnover.
 Currently company is missing to
increase it's business in Australia and
other countries.
 Could not found a Fair Trade

 The management of company is good
so that it has expertise in its field.
Foundation Certificate.
Opportunity
 The company can develop itself in the
gift voucher segment which are proving
to be popular as corporate gifts.
 Online selling and delivery of products
is also an opportunity to company.
 The development of market in rest of
Australia and globally (Dwyer, 2015).
Threat
 Increase in Health consciousness
among people.
 Maintaining good quality in harsh
conditions is a big challenge for the
company.
 A strong competition from other
confectionery rivals such as Cadbury,
Nestle etc.
1c. Marketing Objective
The objective of advertisement is known as marketing objective. Marketing is done to
advertise the product among the customers so that they will be able to know about the
specialities of product to buy it. Marketing help the organization to increase its sell so that the
organization can increase its business. It is not only require for smaller organization but also for
the organization which are serving from many years and have huge turnover. Marketing is done
about the product which is manufactured by the company. In the context of Haigh's chocolate,
the company wants to increase its sell so that it can expand its business in rest part of Australia
and globally. Direct marketing is going to be done to increase the sell of company, with the help
of which it will communicate to the customers directly through messaging, emailing, websites
etc. With the help of this Haigh's chocolate is able to find the issues related to expansion of
business. Thus marketing help the company in increasing the sale and expansion of business.
1d. Strategies
Strategies are the plan of action designed to achieve a goal and objective (Grönroos,
2016). These are made to increase the sell and to implement a long term plan so that it will be
beneficial for the company. In the context of Haigh's chocolate. The strategies which are required
to implement are opportunity through direct marketing of company. The opportunity are as
follows:
Technology:

It is an important opportunity for Haigh's chocolate company because they are already
selling their product online. By which they are capable of using technology. If direct marketing
of company is done through advanced technology such as email, websites etc. than the chance
for the company to capture the opportunity of adopting technology is increased. Therefore
company should focus on advertise its products through direct marketing techniques.
Increment in customer interaction:
Since direct marketing is emphasises on meeting the customers directly therefore it has a
chance to interact with the customers directly. This will help the company in meeting the
requirements of its customers. Thus a good relationship can also be maintained by the company.
The opportunity for the company in direct marketing is that it can increase its interaction to its
customers.
1e. Implementation
In the implementation process, company has to enter the market where it has to expand
it's business. The expansion of business is done through following ways:
Defining new market:
Before going to expand the business company has to define the market in which it is
expanding its business. The market for Haigh's chocolates is rest of the Australia and globally.
The rest of Australia include northern part of Australia remaining in which company is not
operating its business. Apart from this market company also wants to expand in other countries'
market such as UK, Asia and Europe (Krishnamurthy, 2016).
Market Research:
After defining the market, company has to research the market where it is going to
expand it's business. In Australia, the company is looking bright future of it. By which, it can be
able to expand its business easily. In the world, where it has chosen its market, company has to
look forward for its rivals and government strategies. After researching the market company has
to decide whether the market is suitable for it to expand or not. In the context of Haigh's
chocolates, it can be suggested that company can expand it's business in Australia but not in
other part of the world because it has a risk to compete itself with the giants of confectionery like
Nestle, Cadbury. Company has to make it's potential first to develop itself in other countries like
UK, Europe etc.
Entering the market:

The company now can enter the market of northern part of Australia to expand its
business by which it can be able to increase it's sell. This selling help the company to improve
itself in gaining advantage over the confectionery giants.
1f. Calculate cost
The budget cost of marketing is done by calculating such particulars.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8000 12000 14000 18300
Investment 14000 25000 32000 13500
Total 6000 22000 37000 46000 31800
Marketing outlay
Promotion 6000 3200 4300 3000 3200
Sales publicity 2200 2000 3200 2200 2000
Direct selling 4200 2500 6000 3000 4600
Total 12400 7700 13500 8200 9800
1g. Responsibilities
The roles and responsibilities of team members in marketing are as follows:
Monitoring and managing social media:
It is the specific role of direct marketing to the team of marketing department in Haigh's
chocolate (Mehta, 2015). The monitoring of social media is necessary because social media is an
effective tool in any organization to advertise it's products. In the context of Haigh's chocolate,
social media marketing is necessary to have quick response through customers.
Producing internal communication:

The team members has to communicate with each other so that they can affectively
manage the marketing strategy of company. The communication should be proper enough to
meet the objective of business expansion of Haigh's chocolate.
Conduct customer and market research:
The team members of marketing also has to conduct customer and market research. In
this research they have to identify the needs and wants of customers so that company will be able
to meet their requirements.
2. Recommendation report describing key long term strategic objectives.
The long term goal of company is that it will expand its business in Australia and
globally. To achieve this objective Haigh's chocolate can set small targets and then achieve them
according to the desires. The short term goals help the company in achieving its target with
accuracy. Before dividing the objective into short term plans the main objective should be kept in
mind.
CONCLUSION
From this report it can be concluded that Haigh's chocolate company can expand its
bsu9iness in Australia and globally with the help of market research. In this report, SWOT
analysis has explained about the opportunities of the company to expand its business. The
solutions to the problems in achieving the target are also explained so that company can make
itself stand among its rivals.

REFERENCES
Books and Journals
Cravens, D. W. and Piercy, N., 2016. Strategic marketing (Vol. 7). New York, NY: McGraw-
Hill.
Dwyer, F. R., 2015. Customer lifetime valuation to support marketing decision making. Journal
of interactive marketing. 11(4). pp.6-13.
Grönroos, C., 2016. Relationship marketing: challenges for the organization. Journal of business
research. 46(3). pp.327-335.
Krishnamurthy, S., 2016. Introducing E-MARKPLAN: A practical methodology to plan e-
marketing activities. Business Horizons. 49(1). pp.51-60.
Mehta, R. and Sivadas, E., 2015. Direct marketing on the Internet: An empirical assessment of
consumer attitudes. Journal of Direct Marketing. 9(3). pp.21-32.
Roberts, M. L. and Berger, P. D., 2018. Direct marketing management. Prentice Hall
International (UK).
Wang, P. and Petrison, L. A., 2017. Direct marketing activities and personal privacy. A
consumer survey. Journal of Direct Marketing. 7(1). pp.7-19.
Online
Plan direct marketing activities. 2018. [Online]. Available
through:<https://www.investopedia.com/terms/d/direct-marketing.asp>.