BBM221 - Haigh's Chocolates Marketing Plan for Christmas Sales

This marketing plan aims to enhance Haigh’s Chocolates' turnover, particularly during the Christmas season, by focusing on effective strategies to achieve company goals. It includes a detailed marketing environment analysis covering political, economic, social, technological, and legal factors impacting the chocolate sector in Australia. The plan presents a SWOT analysis, matching strengths to opportunities and converting weaknesses and threats into advantages. Key marketing objectives include boosting brand awareness and enhancing customer experience. The strategy targets families and low to middle-income groups, proposing new product designs and promotional activities through social media and discounts to maintain a strong customer base. The report also touches upon marketing implementation and evaluation, emphasizing continuous monitoring for sustained growth. Desklib provides students access to similar solved assignments and resources.

Marketing Plan

Marketing Plan
Table of Contents
Executive summary.........................................................................................................................2
Marketing environment...................................................................................................................2
 Political factor.......................................................................................................................2
 Economic factor....................................................................................................................3
 Social factor..........................................................................................................................3
 Technological factor.............................................................................................................3
 Legal factor...........................................................................................................................3
Current marketing objectives and performance...............................................................................4
SWOT ANALYSIS.........................................................................................................................4
Matching strengths to opportunities converting weakness and threats...........................................5
Marketing objective.........................................................................................................................6
Marketing strategy...........................................................................................................................6
Target market...............................................................................................................................6
Product strategy............................................................................................................................6
Pricing strategy............................................................................................................................7
Place.............................................................................................................................................7
Promotion.....................................................................................................................................7
Marketing implementation...............................................................................................................7
Evaluation an control monitoring procedures..................................................................................8
Monitoring procedures.................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
2

Marketing Plan
Executive summary
The purpose of the marketing plan is to boost the turnover of the Haigh’s Company by
emphasizing on the overall sales on the occasion of Christmas. The report will focus on the
attractive strategies that should be considered by the company so that goals and objectives can be
attained. The organization deals with the items such as confectionary and also has to face the
high level of competition in the market. Haigh’s company provides high quality chocolates to the
consumers and maintains the core competency in the two different areas. The first is to provide
high quality chocolates and the second one is to maintain the low cost of the products so that
core competency can be determined.
The founder of the Haigh’s Company was Alfred Haigh who offers instruction and direction to
the workers in relation to the overall activities of the organization. It can be said that Haigh’s is
one of the biggest Australian company in the Chocolate sector. The Chocolates offered by the
companies is considered as the fourth generation that provides chocolates to the customers on
special occasion. The company also offers premium chocolates that help to maintain effective
positioning in the market (Haighs, 2019). The marketing plan is designed to evaluate the overall
potential of the market by having in-depth understanding of the threats and opportunities that
exist in the market.
Marketing environment
 Political factor
It has been observed that government of the country has an essential role in influencing the
activities of the company in relation to taxes and other legal policies. The focus of the Australian
government is on the reducing the trade protectionism and also the restrictive policies so that free
trade can take place by the foreign companies in an easy manner. This policy related with free
trade has not facilitated the economic growth of the Haigh’s Company as the other chocolate
sector can easily enter into the market. This has enhanced the competition level for the company
as through free trade the companies can enter into the market easily. It is important for the
company to follow ISO 9002 and HACCP (Ramli, 2017).
3

Marketing Plan
 Economic factor
The economic aspects such as interest rates, exchange rates and inflation rate have impacted the
overall growth of the company in the competitive market. The chocolate sector is large in the
market of Australia and the chocolate market in Australia was $2.9 Million in 2017 and now it is
predicted that it will surpass by $4.3 Billion by 2023. The demand of the chocolate consumption
is enhancing for the chocolate products (Struys et al., 2016).
 Social factor
In Australia, the social environment has an important role for future growth in the chocolate
sector. The factors such as demographics, cultural trends and population analytics have an
important role in maintaining the growth of the company. It is observed that in Australia, the
people prefer to focus on ne stop shopping method. In this the Australian always prefers to
purchase the products once in the week so that it can be used for the rest of the week. Hence, it
can be said that it is favorable for the Haigh’s company as it will enhance the overall sales of the
company (De Pelsmaeker et al., 2015).
 Technological factor
It should be considered that sustainable method of doing business has an essential role in the
market of Australia. So, the Haigh’s company should focus on the considering the latest
technologies so that production of the chocolates can be boosted and also it will help in
maintaining the sustainability in the future. It is to note that the company should use the latest
technology so that new designs can be easily introduced in the market. It will help to create
interest of the customer’s towards the products of the company and will help in sustaining in the
competitive market. Good technological foundation in relation to innovation should be
considered by the company for future development of the enterprise (denUijl et al., 2014).
 Legal factor
There are different laws on which the company should emphasize before introducing the latest
designs of the chocolates in the market. The laws that are ruling the Australian market are labor
law, business law and resource law that should be considered by the company. The company
should abide the rules before taking step of launching the new activities in the market.
Target market
4

Marketing Plan
The company will target the customers from which it could be easy to enhance the sales of the
new chocolates that will be introduced in the market. On the occasion of Christmas the company
should target the customers so that demand of the products can be boosted. Haigh’s should target
the customers from all the age group but the main aim should be on the people who are from
middle and high level income group. The target market of the company should be the teenagers
and couples (Grünig and Morschett, 2017). Also, chocolates lover should be considered at the
time of introducing the unique design chocolates in the market.
Haigh’s should focus on boosting the quality of the products so that it could be easy to manage
the demand of the services. Packaging of the chocolates will also play an important role in
inducing the customers to purchase the products. The target however should be the light
customers on the occasion of Christmas and the advertising should showcase the qualities of the
cocoa which can help in attracting the older couples towards the products that will be offered
(Ambrose and Harris, 2017).
Current marketing objectives and performance
The objectives are
 Boost awareness of the Haigh’s Chocolates.
 Enhance the brand recognition.
 Work with the department of the state development business transformation voucher
program so that collaborative robot can be implemented.
 Emphasize on the customers and also on the production process.
These objectives can help the company in maintaining the large customer base and also it will
boost the sales of the chocolates on the occasion of Christmas. It will also build the brand image
among the customers who prefer chocolates.
SWOT ANALYSIS STRENGTH
One of the strength of the company is strong brand equity and the compelling brand legacy from
1915. The company offers high quality products to its customers which is one of the reasons
5

Marketing Plan
behind good brand image. Haigh’s also offers a wide range of the chocolates that are wrapped in
the appealing packages. It can also be said that the company has a store near Ruundall Mall that
is known as one of the busiest area at Adelaide. Haigh’s is also working with the Vanuatu
farmers that assist in boosting the quality of the cocoa beans which directly enhance the income
(Nagle, Hogan and Zale, 2016).
 Weakness
The weakness possessed by the company relates with the different challenges that are due to the
government penalties. It has also been analyzed that company couldn’t obtain the certificate from
the fair trade foundation. There are also various attempts that have impacted the market share
and also the ability to expand the business (Sondhi and Chawla, 2017).
 Opportunities
The company has the opportunity to conduct the activities through e-commerce platform. By
considering this platform it would be easy for the company to boost the demand of the products
in the market. Also, Haigh’s has an opportunity to expand the market area which will directly
boost the market share (Pulker, Scott and Pollard, 2018).
 Threats
The company has to face the threat due to high level of competition from the other chocolate
companies such as from Mars, Godiva and Ferrero. In the present scenario, the demand for the
chocolates has been changed as now customers are focusing towards consumption of the healthy
food. The youngsters are also seeking the online substitutes which are impacting the overall sales
of the company in the competitive market (Harwood, Ziegler and Hayes, 2013).
Matching strengths to opportunities converting weakness and threats
 As the company has a good brand image then it is easy to expand its market share in
different areas.
 The company should also regulate the operations within the government framework so
that it could be easy to attain growth.
6

Marketing Plan
 New designs should be introduced in the market such as the designs in heart and rose
shape. It will help to reduce the challenge related with the high competition level that exit in the
market.
 Haigh’s should also emphasize on producing healthy chocolates so that customers can
give first preference.
Marketing objective
The marketing objectives of the company that should be set by the company are:
 Enhance brand awareness: the benchmark is important to be made at the time of
introducing the new designs of the products in the market. It is important to use the joint venture
TV advertising campaigns. The biodegradable packaging should be used to boost the customer
satisfaction.
 Ensure that the experience of the customer is maintained in relation to the world class
quality.
 The prices should be kept nominal so that customers can enjoy the easy access of the
different products that are available at low cost.
Marketing strategy
Target market
 Target 1: Families
 Target 2: low and middle income group
Product strategy
It is analyzed that Haigh’s has a large market presence in the market of Australia. The company
emphasizes on maintaining the brand equity and also the wide product range. It has been seen
that the website provides loose chocolates and Chocolate bars. The company also emphasizes on
the environmental friendly aspects which states that the company received green tick from the
greenpeace for the products that are used. The designs that should be proposed by the company
should be in heart and in rose shape. It will help in appealing the target market such as
youngsters and also the couples.
7

Marketing Plan
Pricing strategy
The charges should be set according to per piece of the chocolate. The prices should also be kept
low so that it could be easy to induce the customers towards the products of the company.
Place
The distribution of the products should be done in Sydney Melbourne and the products should be
placed in such a manner that it should be accessible to the target market. The Malls are the best
location in which the new products should be introduced as it will help in catering the demand of
the customers towards the products and services of the company (Marjanova Jovanov, Davcev
and Boeva, 2016).
Promotion
This tool should be considered by the company to promote the products in the market. It is
observed that Haigh’s company has a good brand equity so the promotional charges that will
incurred will be low (Xu and Huang, 2014). For Christmas, the company should emphasize on
introducing the new designs such as hearts and rose shape chocolates and the promotion should
be done through social media sites. Also discounts should be given to the customers as it will
help in maintaining the customer base (Douglas and Craig, 2011).
Marketing implementation
The Haigh’s company should focus on organizing the products by evaluating the needs of the
customers. The chocolates that should be introduced in the market should be unique in design
such as heart and rose shape should be there so that it could be easy to boost the demand. The
designs should be set by the marketing manager by evaluating the mindset of the customers but
the marketing manager of the company will take the final decision. The new designs will help
the company in maintaining the customer base on the occasion of the Christmas. Also, the
designs should be introduced on 1st December in the market.
Evaluation an control monitoring procedures
The new will be introduced launched by focusing on the latest technologies. Two year period
will be taken into consideration in relation to cost of product development.
8

Marketing Plan
Monitoring procedures
 The demand of the customers will be evaluated by the marketing manager
 The focuses will be on introducing the new designs of the chocolates on Christmas with
the use of latest technology and it is be done by the manager.
Conclusion
It is concluded that Haigh’s should focus on these strategies so that it could be easy to boost the
demand of the chocolates on the occasion of Christmas. The new designs should be launched of
the products such as rose and heart design as it will help in maintaining the large customer base
in the highly competitive market.
9

Marketing Plan
References
Ambrose, G. and Harris, P., 2017. Packaging the brand: the relationship between packaging
design and brand identity. Bloomsbury Publishing.
De Pelsmaeker, S., Gellynck, X., Delbaere, C., Declercq, N. and Dewettinck, K., 2015.
Consumer-driven product development and improvement combined with sensory analysis: A
case-study for European filled chocolates. Food quality and preference, 41, pp.20-29.
denUijl, L.C., Jager, G., de Graaf, C., Waddell, J. and Kremer, S., 2014. It is not just a meal, it is
an emotional experience–A segmentation of older persons based on the emotions that they
associate with mealtimes. Appetite, 83, pp.287-296.
Douglas, S.P. and Craig, C.S., 2011. Convergence and divergence: Developing a semiglobal
marketing strategy. Journal of International Marketing, 19(1), pp.82-101.
Grünig, R. and Morschett, D., 2017. Determining the Target Markets. In Developing
International Strategies (pp. 85-104). Springer Berlin Heidelberg.
Haighs, 2019.About us. [Online] Available at:
https://www.haighschocolates.com.au/about-us/our-history[ Accessed 6 April 2019].
Harwood, M.L., Ziegler, G.R. and Hayes, J.E., 2013. Tolerance for high flavanol cocoa powder
in semisweet chocolate. Nutrients, 5(6), pp.2258-2267.
Marjanova Jovanov, T., Davcev, L. and Boeva, B., 2016. Marketing Strategy and Financial
Performance: The Case of Chocolate Industry in Macedonia. Journal of Economics, 1(1).
Nagle, T.T., Hogan, J. and Zale, J., 2016. The Strategy and Tactics of Pricing: New International
Edition. Routledge.
Pulker, C.E., Scott, J.A. and Pollard, C.M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public health nutrition, 21(1), pp.38-
48.
Ramli, N.S., 2017. A review of marketing strategies from the European chocolate
industry. Journal of Global Entrepreneurship Research, 7(1), p.10.
10

Marketing Plan
Sondhi, N. and Chawla, D., 2017. Segmenting and Profiling the Chocolate Consumer: An
Emerging Market Perspective. Journal of Food Products Marketing, 23(2), pp.123-143.
Struys, M.M., De Smet, T., Glen, J.I.B., Vereecke, H.E., Absalom, A.R. and Schnider, T.W.,
2016. The history of target-controlled infusion. Anesthesia & Analgesia, 122(1), pp.56-69.
Xu, Y. and Huang, J.S., 2014. Effects of price discounts and bonus packs on online impulse
buying. Social Behavior and Personality: an international journal, 42(8), pp.1293-1302.
11