MRKT20053 - Cioccollato Australia Case Study: Marketing Analysis

This case study examines Cioccollato Australia's marketing communication mix, focusing on digital marketing strategies such as website presence and social media engagement on platforms like Facebook, Twitter, and Instagram. The company targets millennials, utilizes social media for brand assessment, and aims to co-create products with consumers to enhance loyalty and competitive advantage. The analysis suggests a shift towards prioritizing digital marketing over traditional methods like radio advertising, emphasizing the objectives of online presence optimization, audience targeting, and effective communication for product development. The report also recommends using diverse social media platforms to broaden market reach, improve communication, and achieve marketing goals, highlighting the benefits of cost-effectiveness, high conversion rates, and enhanced customer satisfaction through digital engagement. Access similar solved assignments and past papers on Desklib.

Running head: CASE STUDY 1
Marketing communication mix
Student’s name
Institutional affiliation

CASE STUDY 2
Marketing communication mix
Question 1
Marketing communication mix can be defined as a set of tools used to communicate with
the consumers, stakeholders, and investors. There are five key elements of the marketing
communication mix. These elements include advertising, public relations, sales promotion,
personal selling and direct marketing. Advertising can be defined as the paid promotion of a
product/services by an identified sponsor. Advertisement can take place on television, radio,
internet, newspaper or magazines. Public relations refer to the establishment of a positive
corporate image with the media and relevant stakeholders who want to know more about the
organization. When it comes to sales promotion, it can be defined as short-term incentives being
offered by an organization to make consumers know more about a new product. Personal selling
is a direct approach to consumers where the sale’s representative will be selling products directly
to consumers. There is also direct marketing where the targeted messages are meant for a
specific market segment with a population such as gender, ethnic group or race. With this kind of
marketing, an organization produces goods selectively purpose meant for them.
Cioccollato Australia is a dessert restaurant which uses a variety of marketing elements to
make its presence known to its consumers. According to the case study, Cioccollato uses digital
marketing which is a form of advertisement. The company has focused its digital marketing in
two areas mainly; the website of the company and the social media. When it comes to the
website of the company, there are different information which is placed for consumers to be
aware of the existence of the company and the types of products/services being provided. As an
illustration, within the website of the company, the following information will be found:
background information of the company, menu and prices, opening hours, reservations, location

CASE STUDY 3
and contact details (Paul, Bhuimali, Aithal & Bhowmick, 2018). When it comes to the social
media, the company uses Facebook, Twitter, and Instagram. Cioccollato has used the social
media in different ways. First, it has used the social media as a way of attracting the millennials
who are much into technology and the social media. The age group that has been targeted by the
organization is between 10-18 years.
Additionally, the evolution of consumer behavior due to advanced technology makes
social media a marketing tool that should be adopted by all organizations across the globe. Its
major advantage is that it is less costly compared to another method of advertisement. Social
media has been used by the organization to assess brand likes, consumer engagement, and
sentiments (VanMeter, Syrdal, Powell-Mantel, Grisaffe & Nesson, 2018). These metrics make it
easier for the organization to track their online presence and consumer awareness about the
organization. Generally, digital marketing has been used by the organization with an objective of
co-creating products with the targeted consumers. With this, consumers feel more connected to
the organization due to the efforts they are making towards new product development. These
types of consumer engagement increase consumer loyalty hence leading to increased sales and
brand awareness. All these benefits increase the competitive advantage of Cioccollato.
Ciocollato has also been able to use radio which is a form of advertisement. This is a
traditional method advertisement having less impact compared to digital marketing. However,
it’s still effective because people may be aware of the company since more people listen to
radios while driving.

CASE STUDY 4
Question 2
The world is evolving through technology. With this, the needs and preferences of
consumers are changing. As a result, an organization should find a way in which they can adapt
with an objective of satisfying the needs of consumers. In my opinion, Ciocollato should be
focusing on digital marketing. As an illustration, the world has become more accustom to media,
digital technology and smart technology gadgets thus eliminating room for traditional methods of
advertisement. Take for instance, with the rise of the number of smartphone user not only in
Australia but across the globe; there has been a shift on the needs and preference of consumers
(Carah, Meurk, Males & Brown, 2018). This will require organizations to change their approach
when it comes to making their products known both locally and internationally.
Digital media marketing has many objectives compared to radio which is a traditional
form of advertisement. Some of these objectives include; optimization of online presence,
searching for both local and international target audience, the establishment of effective
communication with the target audience where they can contribute towards new product
development, educating the world about the company and products being produced. Other
objectives include; increasing brand identity, comprehending rivalry with the target market,
setting up future objectives and targets based on consumer behavior and preferences, building
ideas and understanding different behaviors of their targeted audience (Camilleri, 2018). With
these objectives, Ciocollato can achieve many goals within a short period. Additionally, the ideas
generated can be used towards formulating and adopting strategies that will make the
organization stay competitive within the competitive market.
Digital media has different channels that can be used to reach the targeted
consumers/audience. Some of these digital media channels include; Search Engine Optimization

CASE STUDY 5
commonly referred to as SEO. With this search engine, an organization will be able to determine
the rank of your website and compare it with rival organizations. This is something that can’t be
done through a radio. Take, for instance; an organization won’t be able to determine the number
of listeners listening to an advert through the radio. However, when it comes to digital
marketing, Ciocollato and other organization can be able to determine the number of users based
on ranks (Luxton, Reid & Mavondo, 2015). This is advantageous because it is possible to know
the number of consumers visiting the website from the comfort of your desk. Social media
marketing is an additional channel that can be used. With this, Ciocollato will be able to identify
website activity and traffic, brand awareness, conversion with consumers both locally and
globally.
Lastly, there will be brand building through the sharing of ideas with consumers over the
internet (Gharakhani, Svensson & Larsson, 2018). From this illustration, digital marketing
utilizes the internet to disperse ideas and thought on a large scale. With this, an organization will
be able to increase brand awareness and also essential when targeting a specific type of
consumers within a large population. Digital marketing is a practical approach to reaching
potential clients. The success of digital media marketing will depend on its educative level,
engagement with consumers, promotional and objective.
When it comes to cost comparison, radio is expensive whereas digital marketing is
affordable. In some cases, there is no cost when creating a social media page or Twitter.
Therefore, the cost that can be used or radio advertisement should be diverted into a different
organizational activity. There are more advantages that digital media marketing has over radio
advertisement. One of the advantages include; there will be high conversion rates with targeted
audiences. This is not possible when it comes to a radio advertisement. This is because, radio is a

CASE STUDY 6
one-way communication whereas digital marketing is two-way marketing involving the reactions
of the consumers (Pavlou & Stewart, 2015). Studies have shown that the use of social media has
increased over the last two decades. This is because social media has created a platform were
families, friends and communities can interact without restriction or any geographical boundaries
(Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016). With this level of conversion and
communication, there will be improved customer satisfaction due to increased involvement
during product development (Nunan, Sibai, Schivinski & Christodoulides, 2018). With radio
advertisement, it is difficult to determine the level of satisfaction in regards to consumers. When
consumers are satisfied, there will be increased loyalty from the consumers. Therefore, from this
explanation, Cioccollato should focus on the digital market with an objective of enjoying
continuous benefits on a daily basis which is not possible in a radio advertisement.
Question 3
Social media marketing is a powerful tool that should be used by organizations across the
globe irrespective of size. It is important to note that consumers are interacting with a different
brand through different social media platform. Therefore, based on my personal opinion,
Cioccollato should have a different social media platform with an objective of widening its target
market and audience. There are different types of social media platform which can be used by
Cioccollato to reach a wide variety of audiences both locally and internationally. These platforms
include; Facebook, Twitter, Instagram, and Pinterest. Use of a single media platform can limit
the organization towards the generation of ideas, effective communication, identification of
target markets and new consumers (Navarro, Moreno & Zerfass, 2018).
It will also be an opportunity to determine the performance of rival organizations both
locally and internationally (Thompson, Martin, Gee & Geurin, 2018). Most importantly, use of

CASE STUDY 7
different social media platform can be an opportunity towards meeting with new investors or
possible partnering organization through looking at its financial performance and market share.
Use of different social media platform will also be a way of achieving marketing goals of
the organization. Some of the goals that social media can help an organization achieve include;
increasing website traffic, the establishment of conversation with consumers locally/globally,
increase brand awareness, the creation of a brand identity, improvement of communication and
interaction with key stakeholders/audience. Different social media platform will help in
increasing social media planning, consistency in brand image, content promotion and tracking
competitors.

CASE STUDY 8
References
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Carah, N., Meurk, C., Males, M., & Brown, J. (2018). Emerging social media platform
approaches to alcohol marketing: a comparative analysis of the activity of the top 20
Australian alcohol brands on Facebook (2012-2014). Critical Public Health, 28(1), 70-
80.
Gharakhani, S., Svensson, H., & Larsson, V. (2018). Can firms get away with questionable
content marketing? An explanatory research about questionable content marketing on
social media and its relationship with brand image.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Navarro, C., Moreno, A., & Zerfass, A. (2018). Mastering the dialogic tools: Social media use
and perceptions of public relations practitioners in Latin America. Journal of
Communication Management, 22(1), 28-45.
Nunan, D., Sibai, O., Schivinski, B., & Christodoulides, G. (2018). Reflections on “social media:
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Marketing Management. A bachelor thesis.
Paul, P., Bhuimali, A., Aithal, P. S., & Bhowmick, S. (2018). Business Information Sciences
emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian
Private Universities.

CASE STUDY 9
Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a
New Millennium (pp. 218-222). Springer, Cham.
Thompson, A. J., Martin, A. J., Gee, S., & Geurin, A. N. (2018). Building brand and fan
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Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
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VanMeter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don't
Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related
Behaviors on Social Media. Journal of Interactive Marketing, 43, 83-97.