Comprehensive Marketing Plan: Chocolate City Business Growth

This document presents a comprehensive marketing plan for Chocolate City, a beverage stand specializing in unique chocolate-based drinks. It includes a business overview, SWOT analysis identifying strengths, weaknesses, opportunities, and threats, and outlines the company's products and services, including Chocolate Caramel, Hot Chocolate, and other variants. The plan details the sales and marketing personnel, emphasizing their experience and strategies for utilizing social media platforms like Twitter, Facebook, and Instagram to popularize the products. The marketing mix is discussed, focusing on product differentiation, pricing strategies, and promotional activities. An action plan is provided, outlining marketing drives and advertising costs. The document also includes the company's vision and mission statements, goals and objectives, target market segmentation, and social media marketing strategies. The marketing strategies include creating an eye-catching stand, distributing pamphlets, advertising online, and offering promotions. The plan concludes with strategies for utilizing online media, word-of-mouth marketing, and brochures to reach a wider customer base. Desklib provides access to similar solved assignments and past papers for students.

Running head: MARKETING PLAN
Marketing Plan
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MARKETING PLAN
THE BUSINESS
Business Overview
America is a warm country which means hot weather becomes commonplace for the people
of America to take beverage. Maybe that's the cause of the birth of various types of typical
American drinks. Even those drinks become very calculating business. We can see in some
regions in America, beverage stands such as fruit juice, fruit soup, fruit ice, cendol and so
forth is so commonplace in our society (Cohen, 2006). The business continues to survive
even growing up to now because is supported the needs and wants of American people living
in this tropical region, not least in the city of Texas.
The purpose of this marketing Plan is to develop a marketing plan for a company known as
Brown Chocolate Ltd located in down town Los Angeles. The Chocolate City ("the name of
this business") is a beverage stand that sells a variety of unique beverages with chocolate base
ingredients. This business was founded by Ben Davies and Andrew Parker as a limited
liability Company to provide chocolate products to the region. Chocolate City is a business
that offers both chilled and hot chocolate drinks with a variety of unique product variants.
With these activities will generate profits for owners and walkers of this business (Wood,
2003).
With these circumstances we try to capture the same opportunity but with different products.
Here we will try to channel our interest about chocolate into a chocolate drink product and
serve it to consumers. Coupled with the tastes of the people who generally love the taste of
chocolate, we hope these things become a multiplier effect for our business.
Chocolate City is a company that runs in the field of product sales, more precisely chocolate
beverage products in order to capture the opportunity as well as channeling our interest about

MARKETING PLAN
chocolate. With this effort we also try to serve and introduce not only the chocolate drink
itself but also the value and benefits contained in chocolate.
SWOT Analysis
Strength
Competition is still a little in the market
Broad market segmentation
Unique product concept
The typical benefits of chocolate
Weakness
People's lack of recognition of chocolate drink
Limited supply of raw materials
Lack of experience
Opportunity
Preserve the chocolate drink in the
community
Being a prima donna in the chocolate
beverage business
Develop a business in the form of a
franchise
Threat
Potential The emergence of the same new
business
Potential development of the same business
that already exists
Products and services
Chocolate City has a line of products which are produced in form of bars and others for
beverage purposes. All these products come with different price tags in the markets which is
a price that is calculated in terms of cost of production. Due to the nature of the market, the

MARKETING PLAN
company’s products are differentiated to have more appeal to its customers (Shultz, 2005).
The products include;
 Chocolate Caramel( which is the flagship product)
 Hot Chocolate
 Cadburrys
 Vee Chocolate among other products being pushed in the market.
Sales and Marketing Personnel
Modern sales force is far from the unpleasant stereotype. Today, most salespeople are highly
educated, trained professionals who work to build and maintain long-term relationships with
customers. They foster this relationship by listening to customers, reviewing customer needs,
and organizing the company's efforts to solve customer problems and satisfy customer needs.
Chocolate city Ltd has got a very experience team of personnel in the marketing field
(Barrow, 2008). The sales manager, Mr. George Newton being the person tasked with
leading the team is qualified and has a wealth of experience that he has received while
working with other companies within the FMGC. He has eleven years of experience with a
proven track record in all the previous companies he has worked for. The company has got
two other assistant sales managers who also have got vast experience in the field of sales and
marketing. One will be tasked with digital advertisng where the company intends to use
social media platforms such as Twitter, Facebook , Snapchat and Instagram to popularize its
products. All these are expected to boost the company’s sales in the future.
Marketing Mix

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The products of this company have been manufactured to meet the demands of the target
market. The products have been made solve the high demand of chocolate products in the
market. When it comes to price, the company has placed the right price for our products and
this price is not only meant to push more sales but the price is according to the customers
value. For the price to be set we will consider the competitirs, cost, distribution plan and
mark ups. For the promotion, the company will use every marketing channel to push the
products. The product will also be availed to consumers through a distribution cahin that
involves retailers and wholesalers.
Action Plan
The sales and marketing personnel is going to conduct a marketing drive to popularize the
products. This exercise is important because it will push the company’s sales much higher.
Some of the methods that are going to be used in marketing are, website marketing, using all
social media avenues, billboards among others. The total cost for advertisng will be $57,600
for the first year.
The Future
Vision statement
 Being a business that can present the happiness of a cup of chocolate drink.
 The products should comply with regulatory framework at national level
 The quality, safety and taste of the products should be maintained.
Mission:

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 Chocolate City is trying to present a variety of unique varieties of chocolate drinks to
the community at an affordable price, all in order to introduce and conserve chocolate
drinks in the local community.
 Creating a chocolate drink with a variety of unique and interesting variations.
 Seeking more populist segmentation with more price determination.
 Savor Chocolate Drinks as part of local culture.
Goals and objectives
Promote the products to stakeholders by building trust and confidence through transparent
and responsible practices throughout supply chain, high quality nutritious and tasty products.
THE MARKET
Segmentation and Target Market
We strive to segment our market as widely as possible. First, because the nature of the drink
itself is needed by everyone. Secondly, because almost everyone likes chocolate flavor.
However, we estimate the most potential buyers are teenagers down. Generally we create and
sell products that are populist alias affordable (Eldenburg, 2012). Still we also provide one or
several variants of high quality products (and at higher prices of course). The level of quality
(bottom up) we divide in several levels, ie 1 - 3, in hopes of being a positive value for the
psychological effect to the consumer.
Social media strategies for marketing
For any business, social media marketing is a new way of advertising. For this business
Chocolate city, we intend to use social media platforms such as facebook, twitter , Instagram
among others to create more awareness about our business and the products that we are
offering. Social media strategy is therefore important for our business plan.

MARKETING PLAN
It is not difficult to create accounts on twitter and facebook. However, this cannot be said of
other social media networks that are not supported with the right content and marketing
strategies. To run a business website it is important to have content. The evolution of
strategies in marketing through social media and content in websites has become a way of
reaching the right information to the right customers about our products. Although the
marketing strategy that we are going to use should constantly be expanded and updated, this
is how we will use social media to market our business.
There are three stages that we shall use when using social media to market our business and
this is what is broadly called social media marketing. The first step will be participation, this
is by engaging our followers because as potential customers, the content they generate for our
social media platforms will be full of ideas and more meaningful than the ideas we make
ourselves.
The second stage is anticipation where the content we put forward in our social media sites
will enable our potential customers to anticipate what will come next. The third stage is
coordination where we involve a mutually beneficial relationship with out followers.
On our social media platforms, we shall be sharing multiple content to our followers and this
has the following benefits; first, the help in maximizing traffic through social media. When
content is shared more than once on social media it increases the number of visitors on our
social media platforms which means increased awareness of our products. This will also
bring in new followers to our platforms and we shall use tools available on facebook and
twitter to monitor the growth in numbers(Stutely, 2003).
 Twitter chats
Another strategy that we shall use is holding Twitter Chats. Twitter conversations with
prospective clients and longtime followers is a great way to build relationships. This

MARKETING PLAN
relationships are the starting points of introducing to them our products and also a way for
them to know more about our business. The conversations shall also help in collecting
information on how to improve our products, knowing what the market needs and also
knowing of new markets. After getting this information, we shall develop content based on
the new ideas that we have received to keep our followers focused on the products.
 Facebook at work
We shall take advantage of Facebook by creating hashtags to see how our followers connect
with the brand and this is an easy way to keep track of conversations. We intend to increase
the content that we share and encourage the readers to share with others which will bring in
more customers. We also intend to create specific demographic targets which will enable the
brand to be more recognizable to our target customers(Stutely, 2003).. An easy way to
engage and attract customers is by having valuable content that keep them waiting for more
content. Thus we intend to bring on board qualified social media marketers. We shall also
use LinkedIn to popularize our company to people which is a very powerful marketing tool.
Marketing Strategy
In trying to get the product to the hands of our customers we devise the following marketing
strategies:
 Create and open an eye catching stand.
 Distributing Pamphlets.
 Advertise in cyberspace.
 Promotion at opening time by distributing free drinks.

MARKETING PLAN
In the early period of the business, we tried to make students, especially the students who
reside near the company our permanent customer base by utilizing our identity and
relationships as students. Other methods are;
Of course not off the good and proper marketing strategy. Here are some home business
marketing strategies for beginners that you can apply in your halal chocolate business.
Brochures
Distributing brochures is one of the most effective marketing strategies for a chocolate
business. In addition to distributing flyers, you can also install pamphlets in places that are
easy to see by people and crowded to visit people (Stutely, 2003). The more people who read
your brochures or pamphlets the more likely you are to find customers or customers.
Utilizing Online Media
Marketing a chocolate products or business through online media is nothing new. You can
start by creating a facebook account, twitter and so forth to capture a lot of consumers. In
addition, you can also try to join online forums that fit the market share. Building a broader
relationship will provide a better opportunity for business beginners like Chociolate city
(Shani, 2017).
Marketing From Mouth To Mouth
As a first step to market a chocolate business is not easy. Usually the beginners of Chocolate
halal chocolate business market it by word of mouth (Wyatt, 2012). What you can target
market is, friends, family, neighbors and even colleagues. Starting from the nearest person

MARKETING PLAN
you as a business beginner can get criticism and input to develop a chocolate business that
you run.
Following Exhibition And Bazaar
Home chocolate business will not grow well when you just sit still without doing any effort.
One of the marketing strategies to introduce your product is by following an exhibition or
bazaar. That way you have the opportunity to show off your chocolate products from your
Chocolate process (Wyatt, 2012). By following the bazaar event, beginners can not only
increase sales of chocolate products but also can capture more business relationships.
Market To Shops
If this is deemed necessary and necessary, you can market the product from your chocolate
business to stores located away from where you live. But before you use home marketing
strategies, try first to understand how the buyer's character is from the store. What they need
and how it affects your home business later (Baker, 2001).
Business Cards
Making business cards for some business beginners is sometimes regarded as trivial. Many of
the business starters think that making business cards is just a means to make it easier for
people to contact your company. Though you need to know that business cards can be used as
a tool for marketing your halal chocolate home business (Marketing, 2005). If the chocolate
business is well advanced and well developed, then you are thinking of a new strategy to hire
a larger business premises.
Competitor Analysis

MARKETING PLAN
In terms of location, our target market has not run a business in the same type we will run.
But in the same field, the field of beverages, there have been businesses such as fruit ice, fruit
soup, coconut ice, ice juice and others (Senior, 2016). While businesses in the same field and
type - although not yet in the location of our target market - have started emerging, whether
in the form of franchise or not (Marketing, 2016). Some of the names of potential competitors
who are already famous in the field of chocolate beverage sales some of the examples are
Pasco Franchise and Choco Rich.
Suppliers
For basic ingredients, ie chocolate drink powder, we get supply from BT Cocoa company, or
with real name Choco Supplies . BT Cocoa was founded in 1993. In 2000 BT cocoa focus in
the production of chocolate products one of which is a chocolate drink. As for other materials
we will get supply from other companies in the market (Langton & Campbell, 2011).
The threat of newcomers
Newcomers in the industry usually bring new capacity, in an effort to profit from the stock
market, and important resources.
• Economic scale: economies of scale are cost advantages associated with large sizes.
• Product differentiation: brand identification creates an incoming barrier by forcing entrants
to deliver substantial expenses to address existing customer loyalty.
• Capital requirements: the need to invest huge amounts of financial resources creates a
significant entry barrier, especially if used to cover costs such as R & D.

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• Switching costs: switching costs are costs that a buyer spends once he moves from one
supplier to a lan supplier.
• Access to distribution channels: new arrivals may require an incoming barrier to secure the
distribution of their products.
• Independence of cost-loss measures: established firms may have cost advantages that
newcomers can not easily imitate.
• Government policy: governments can provide an entry barrier for an industry by applying
licensing requirements and limiting access to raw materials.
The forces that affect industrial competition
Competition among existing companies.
In most industries, companies are interdependent. Competition driven by one company can
certainly affect its competitors, and may lead to retaliation or resistance attempts.
• Number of competitors: competitors are very diverse or not equal in size and strength.
• Industrial growth rates: rapid industry growth usually provides a number of opportunities
for many companies to grow in.
• Characteristics of goods or services: if goods or services are fundamentally the same -
regardless of what the firm offers, they are the same as commodities.
• Fixed cost amount: if the firm's fixed costs are high, the firm should cut the price below the
total cost at least to cover its fixed costs.

MARKETING PLAN
• Capacity: if the only way the company can use to increase the volume is to increase
capacity by building a new plant, it can be fulfilled if the full capacity of the new plant is able
to keep the unit price as low as possible (Smith, 2013).
• High barrier to exit: barrier to exit keeps company out of industry. Such barriers may be
special assets or management loyalty to existing businesses.
• Diversity of competitors: competitors often have many areas, strategies, and corporate
culture. They also have very different ideas about how to compete, and the arena they often
do shortcuts and do not know the challenges that exist in every different position.
Market targets
The target market of Chocolate City is all chocolate lovers of all ages and all walks
of life. Positioning Chocolate City positioned its brand as an American chocolate product.
Chocolate City is a producer of chocolate that has capital advantage to support production
function and product marketing function. However, at the beginning of the running process,
this company has no ambition in the field of marketing (Eliot, 2016). So for the marketing
strategy is still competing with other which companies. In producing chocolate both
companies use a distribution channel known as direct channel, which is selling directly to
consumers (Smith, 2013). Intense education will be launched by Chocolate City through
advertisements on television and in the media. Chocolate City promotes its products on a
massive scale through television and through investments in USA films, while Mars does
promotion by creating animated ads that have a fascination for small children, which at no
time does a company use such a method (Lamb, 2004).
Organizational Change

MARKETING PLAN
The company will have to hire according to the needs of the market , in this case where the
company expands more personnel in both marketing department and production will be
required.
Production Analysis (production process)
Our chocolate beverage products are blend-shaped so that in the process of making process
requires mix in blender. The mix is in the form of fruits such as bananas and strawberries,
bread, biscuits, and others.
Broadly speaking our products are processed with the following seven simple steps:
Chocolate brewing, Add thickeners such as ice cubes, peanut butter or yoghurt, add material
(main mix). The addition of ice cubes. Mixing with blender, Additional toping and Packing.
THE FINANCES
Sales Forecast
Jan $ Feb$ Mar$ Aprl$ May
$
June$
UNITS
Hot
Chocolate
1200 1400 3000 4500 4500 5000
Caramel 700 1000 1200 1400 1500 1800

MARKETING PLAN
Vee
Chocolate
500 1000 1500 1700 1800 2000
Cadburry 900 1600 1900 2200 2500 3000
Jan $ Feb$ Mar$ Aprl$ May
$
June$
Price
Hot
Chocolate
10 10 10 10 10 10
Caramel 5 5 5 5 5 5
Vee
Chocolate
10 10 10 10 10 10
Cadburry 15 15 15 15 15 15
Jan $ Feb$ Mar$ Aprl$ May$ June$
sales

MARKETING PLAN
Hot
Chocolate
12000 14000 30000 45000 45000 5000
Caramel 3500 5000 6000 7000 7500 9000
Vee
Chocolate
5000 10000 15000 17000 18000 20000
Cadburry 13500 24000 28500 33000 37500 45000
Total
sales
34000 53000 79500 102000 108000 79,000
Marketing Budget
Jan $ Feb $ March $ April $ May $ June $
Market
research
500 500 500 500 500 500
branding 300 300 300 300 300 300
internet
marketing
600 600 600 600 600 600
Public
relations
1000 1000 1000 1000 1000 1000
websites 300 300 300 300 300 300
billboards 800 800 800 800 800 800
telephone [phone] 100
travel 1200 1200 1200 1200 1200 1200

MARKETING PLAN
Total 4800 4800 4800 4800 4800 4800
Evaluation of monitoring plan
For Chocolate City, once the marketing plan has been developed and put into operation, it
must be controlled and followed in order to adjust it according to the practice. Effectively
these digital strategic actions involve both economic and human investment (Pasmore,
Woodman & Shani, 2010). Therefore, the control and monitoring allow to avoid wasting
money and efforts. Including tools to measure the results in each phase of the plan makes the
strategy come out streamlined, optimized and powerful (Smith, 2013).
First the actions are identified in the plan and the budget and time allocated for each of them
are determined. Thanks to this, the priorities that must pass through the measurement tools
are obtained (Richter, 2002). Just as the plan has defined objectives and KPI's (Key
Performance Indicator = Key Indicator of Performance), the advertiser produces an excel
sheet in which these indicators, time, with the corresponding measures.
The increase in sales, the increase in new customers, are so many figures that serve the
marketing management team to know the strengths and weaknesses of the plan.the surveys,
the interaction. The great benefit of digital is that everything is measured; it also allows
dialogue what is necessary to communicate with the target audience in order to assess loyalty,
brand awareness. Finally, we eliminate the actions that do not comply with the previously set
objectives, as well as those that involve a large investment and that do not comply with the
ROI (return on investment) foreseen. Once you have removed what slows down the plan,
then proceed to coordinate it to optimize it.

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References
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Cohen, W. (2006). The marketing plan. Hoboken, NJ: J. Wiley & Sons.
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Eldenburg, L. (2012). Cost management. Etobicoke, Ont.: J. Wiley & Sons Canada.
Langton, D., & Campbell, A. (2011). Visual marketing. Hoboken, N.J.: Wiley.
Lamb, C. (2004). Marketing. Cape Town, S.A.: Oxford University Press.

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Pasmore, W., Woodman, R., & Shani, A. (2010). Research in organizational change and
development. Bingley, UK: Emerald.
Richter, T. (2002). Marketing mix standardisation in international marketing. Frankfurt am
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Publishing Limited
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