Marketing System Theory and Stakeholder Mapping for Polly Waffle Chocolate

This report discusses the ways through which the company can fascinates consumer behaviour and feelings of the consumer after the consumption of Polly Waffle chocolate. It also discusses two marketing system elements out of social context, stakeholder mapping, and implication of marketing system theory.

STUDENT DETAILS
MAREKTING SYSTEM

Table of Contents
Introduction................................................................................................................................2
Stakeholder Map........................................................................................................................3
Implication of Marketing system theory:...................................................................................4
Buyers:...................................................................................................................................4
Network..................................................................................................................................5
Consumer Psychology............................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

Introduction
For this assignment, I have selected the Polly Waffle chocolate. This chocolate comes in the
packet of 50gms bar in the Australian market. It is filled with marshmallow and coated with
compound chocolate that fascinated consumers. In this assignment, discussion will be done
about the ways through which the company can fascinates consumer behaviour and feelings
of the consumer after the consumption of this product. Apart from this, two marketing system
elements will also be discussed in this report out of social context. The objective of this study
is to find the interest of consumers and stakeholder. Apart from this, objective of this
assignment is to find out marketing system element in order to develop the stakeholder
mapping and implication of marketing system theory.

Stakeholder Map
Stakeholder map is the visual presentation of the company’s key persons and their
involvement. Stakeholder mapping is utilized for organizing all those people who are crucial
for the business. The stakeholder of the Polly Waffle includes four categories internal,
external, project team and others. Internally it includes the managers, employees,
supervisors, etc. External authorities include the customers, investors, division directors, etc.
Project team includes the diversified staff that works on the project diversification, UX
designers, copywriters and project innovation heads (Bourne, 2016).
Consumers
Employe
es
Suppliers – Quant
house, MCQ house
Shipping and transport
Necessary
suppliers
Australian
Regulation
Council
Coco ingredients,
marshmallow
production suppliers
Packaging
supplier
Polly Waffle
Factory
Distribution
Centres
Artificial
colouring or
Wholesalers Australia
Labelling and
packaging
vendors
Ingredients
Suppliers
Dairy product
suppliers
Suppliers- Farmers
and land harvesters
Animals
(Cows
and
Export policies
for international
trade
Plants and
Machinery
Machinery
Manufacture
Raw Material
supplier
Chocolate
supplier

As per the stakeholder mapping, the stakeholder of the Polly Waffle includes:
Suppliers- Quant house and MCQ house.
Retailers- Woolworths, Coles supermarket, ASDA, etc.
Investors- Hoadley’s chocolates.
Employees- Training program conducted for 3 months.
Implication of Marketing system theory:
In the social matrix of the marketing system theory. These are several elements such as:
 Buyers
 Flows and roles
 Organising principles
 Assortments
 Exchange logics
 Network
From the above elements of the social matrix we are selecting Network and Buyers because
network is the crucial source through which the business develops their contracts and emerge
in contracts. On the other hand, buyers or consumers element is selected because consumer
are the end user of the product and prime objective of the business is to provide consumer
satisfaction. Although all these elements are crucial in the advancement of the product (Celjio
& Rennick, 2019).
Buyers:
In Australian, people are in love with the taste of the Polly Waffle because it is coated with
marshmallow. Consumer prefer this waffle Choco bar because it has 970 kilojoules of
energy. A hilarious movement is also attached with the name of this chocolate. Since May,
2014 the name of this chocolate is used as the slogan in the election campaign (Celjio &
Rennick, 2019). People have depth the meaning of “Polly” and “Waffle” where “Polly or
pollie” is the Australian slogan stands for politician and “Waffle” means “to speak and

evasively”. Thus, parties were using the slogan as “The polly without the waffle” (Eskerod &
Jepsen, 2016).
Apart from this, the targeting audience for this brand is people who lies in the age group of
12-25 years. Currently, the consumers of this chocolate are in 6 countries such as: Australia,
United Kingdom, New Zealand, America and Europe. The company generates $100 million
(approx.) from their global consumer base. Consumer mainly prefer to purchase the bar from
the supermarket stores. Polly Waffle have the high concentrated market in the Australia
(Matthew, 2016).
Buyers also prefer this chocolate brand because marketers of the company implement the
price strategy with the context of this product. As, price is also the important context strategy
in deciding the position of the brand in the psychological state of the consumers.
Network
Through the strong networking condition of the company. The management of the company
is estimating the global reach of $1 billion at the end of 2020. Their network includes the
companies or firms from confectionary companies, beverage company and gums company. In
Australian, they have three sales offices that are situated at the Melbourne, NSW and
Canberra. Through these sales office, the management incorporated and ammine contract
with their sales team (Perreault, 2018). Supermarket retail industry purchases the bulk order
and even consumers also prefer to pick up the chocolates from the supermarket stores with
their daily grocery. Apart from this, their distribution network sold directly to the wholesaler
and retailers. In Australia, they have 300 distributors and over 30,000 retailers (Perreault,
2018). Their media mix campaign includes TV, outdoor, radio and Internet. Networking of
the Polly Waffle helps them in enhancing their sales part and helping the business to

accomplish their objectives. Networking is mark as the least expensive yet it is the powerful
tool for enhancing the sales.
The company also have the great marketing network also which helps them in conducting the
promotional and marketing related activities. The marketing network of the Polly Waffle
incorporates the advertising channels, television media, campaign handlers, social media
promotion, digital marketers, etc. The promotional networking activities of the company
help them in increasing the sales. Company conducted the promotional activities to
encourages the customer to purchase the products directly from the retailers and suppliers.
People in Australia tend to buy chocolates more from the supermarket stores then others.
Even the management of Polly Waffle also stag their various advertising posters in the
Australian supermarket which includes Woolworths, Coles, ASDA, etc (Celjio & Rennick,
2019).
Consumer Psychology
People love the taste of this chocolate which is manufactured withthe combination of
marshmallow and coated chocolate. The Polly Waffle bar is filled with the 426 ml of fresh
liquid milk in each 227g of milk chocolate. The cocoa butter and cocoa mass are the crucial
ingredients (Celjio & Rennick, 2019). These two also forms the great taste in the consumer’s
mouth. E442 is otherwise called ammonium phosphatide and is utilized instead of soy
lecithin as an emulsifier. It is prevalent with chocolate organizations as it averts the cocoa
margarine and powder from isolating. E476 is polyglycerol polyricinoleate. It is utilized to
improve stream and implies that less cocoa spread.

Conclusion
It has been concluded that the Polly Waffle have the strong supplier network. Apart from
them for influencing the consumer psychology the company utilizes various tactics such as
price action strategy, etc.

References
Bourne, L. (2016) Stakeholder relationship management: a maturity model for
organisational implementation. Abingdon: Routledge.
Celjio, F & Rennick, L. (2019) Cue Chocolate binge: The Polly Waffle is coming back.
[Online] Available at: https://www.sbs.com.au/food/article/2019/01/25/cue-chocolate-binge-
polly-waffle-coming-back [Accessed at: 5th October, 2019]
Eskerod, P. and Jepsen, A.L. (2016) Project stakeholder management. Abingdon: Routledge.
Layton, E. R. (2011) Towards a theory of marketing system. European Journal of Marketing,
45(1), 259-276
Matthew, M. (2016) Strategic marketing planning: theory and practice. In The marketing
book. Abingdon: Routledge.
Perreault, W.D. (2018) Essentials of marketing. New York: Mc Graw Hill.