Envie Chocolate: Analysis of Buyer Behaviour and Marketing Strategy

This report, prepared by a marketing consultant, analyzes consumer behavior in the Australian chocolate market, particularly focusing on the affluent consumer segment. The report recommends a marketing strategy for the new premium chocolate brand, Envie Chocolate, which aims to soothe ...Read More

Running head: BUYER BEHAVIOUR
Buyer Behavior
3/22/2019

BUYER BEHAVIOUR 1
Consumer Behaviour
Consumer behavior is majorly studied in areas that are competitive and
concentrated. Fast Movable Consumer Goods, retail, e-commerce, and consumer
durables sectors, mostly employee number of people to analyze the behavior of the
customer and factors that influence their behaviour (Foxall, 2015). There is a number
of reasons for which business requires analysis of the consumer behavior, the most
primary aspect is to understand the way customer reacts at a specific product.
Different product meets different demand or want of the consumer in the market like
chocolate are mostly purchased by the customer to meet their impulse need (Samli,
2012). Therefore, this paper is being presented by the marketing consultant to
recommend the client the way they must design, symbolize, colors, etc. according to
the buying behavior of the new brand of chocolate for the affluent market.
Chocolate soothes the cravings and works as a small kick in the day. It provides
comfort at the time people feel down, same as a best friend. It is a truth that
customers in Australia just love to eat chocolate. All the customers in the Australian
market consumers an average of around 6.7kg yearly, which makes the
confectionery products very famous snack food. Chocolate accounts for 77% of the
entire sales of confectionery in the market of Australia of worth $2 billion. Instinct
purchases are comprised of 47% of the total purchased confectionery, and closely
50% of all the buyers of chocolate lie in the age group of 25 – 49 year (IBIS World,
2018).
The premium chocolate brand will be named as Envie Chocolate. Envie is the
French word which means craving. The Envie Chocolate will be marketing in the
market as the product that will soothe customer’s craving.
Affluent consumer considered themselves, essential and valuable consumers.
Besides this, they like to be treated and recognized as such at each point in the
customer lifestyle. They also ask for services and products that fit their needs of the
lifestyle and stays up to their high expectations. Though, it has been observed that
businesses mostly offer non-segment focused products, which affects the
performance of the product in the affluent segment (Johnson, 2013).

BUYER BEHAVIOUR 2
Considering the love of Australian customers and demands of affluent consumers for
chocolates, the Envie Chocolate will offer different types of chocolates to the
customer in two color variants that are brown, red, yellow, white, etc. Besides this,
the chocolates will be created in different shapes and designs like a rabbit, heart,
bars, etc. such that these products can be used to present as a gift on different
occasions and festivals. Perfection and class in the product design and packaging
are mostly liked by the affluent customer segment, therefore, the business will give
the highest priority to the packaging, designing, and flavors of the chocolate.
In order to stand out from the crowd, the company will design the packaging of each
product with an aluminum foil which will be placed in a small basket with a golden
color ribbon over it, in order to represent the product as a symbol of high lifestyle and
class. The affluent segment of the customer always likes to be highlighted among
the audience and desire to be treated differently. Therefore, they also purchase
those products that represent their lifestyle and choices. This is the reason Envie
Chocolate will give major focus on the packaging and will try to change it with type
and changing trends.
Source [(By Author, 2019)]
Envie Chocolate Company needs to hire experts, who can create different types of
chocolate for the customers with unique designs such that it reduces the efforts of
the marketing team.
Envie – That Soothe Your Craving is the tagline of the business, to target most of the
affluent segment customers, who love to consume new and tasty chocolates.

BUYER BEHAVIOUR 3
Source [(Chocolate, 2019)]
Promotion
Advertisement - Envie Chocolate will target affluent customer segment that most
searches for premium brand and products that they can purchase and highlight their
lifestyle. In order to attract affluent class customers, Envie will make use of mass
media marketing in which it will promote the product on television and majorly on
lifestyle channels (Vellnagel, 2011). Besides this, the company will promote the
product on different lifestyle and business magazines, which are mostly purchased
by affluent customer segment.
Digital Marketing – Besides television advertisement, the company will also make
use of digital marketing advertisement in order to attract a maximum number of
customers in the market. Yearly, the social teams present reports that analyze the
development of digital marketing and the use of the internet across the world.
According to the reports of 2019, it has been analyzed that around 100,000 points of
data, accumulated into over 7,000 charts, casing over 230 nations – comprising
Australia (McKenna, 2018).
The bigger picture reflects that in spite of incremental development from the year
2015 to 2017, the total number of users of internet users in the Australian region
between 2018 and 2019 continued to be unchanged. Though the number of active
users of social media is regularly increasing by +5.9% and a number of users of
social media through mobile phones has also upsurged by +6.7% (We are Social,
2019). This reflects that today, every person is making use of internet and social
media for different reasons like stories, information, entertainment, etc. Considering
this data, the Envie Chocolate will also be promoted through the use of digital

BUYER BEHAVIOUR 4
marketing on different channels like Facebook, Instagram, etc. in order to cover a
maximum number of customers and increase the brand awareness.
The above paper has presented in brief the design, flavors, colors of a chocolate
brand that is Envie to target affluent customer segment. From the above analysis, it
has been identified that the customer behavior of affluent customer segment is
different; they like to be recognized and treated differently in the market. Therefore,
considering this behavior of the customer, Envie Chocolate has decided to have
unique packaging and designing on the chocolates with tasty flavors.

BUYER BEHAVIOUR 5
References
Chocolate (2019) Chocolate Making is an Art! [online]. Available from
https://www.chocolate.lindt.com/shop/chocolate-flavours [accessed 22 March 2019]
Foxall, G.R. (2015) The Routledge Companion to Consumer Behavior Analysis 1st
ed. U.S: Routledge.
IBIS World (2018) Chocolate and Confectionery Manufacturing - Australia Market
Research Report [online]. Available from https://www.ibisworld.com.au/industry-
trends/market-research-reports/manufacturing/food-product/chocolate-confectionery-
manufacturing.html [accessed 22 March 2019]
Johnson, N. (2013) Affluent Insights: What Affluent Consumers Demand in Products
and Services [online]. Available from https://www.medialogic.com/blog/financial-
services-marketing/affluent-insights-what-affluent-consumers-demand-in-products-
and-services/ [accessed 22 March 2019]
McKenna, J. (2018) Australian Internet and Social Media Statistics November 2018
[online]. Available from http://blog.marginmedia.com.au/our-blog/australian-internet-
and-social-media-statistics-august-2018-0-0 [accessed 22 March 2019]
Samli, A.C. (2012) International Consumer Behavior in the 21st Century: Impact on
Marketing Strategy Development 1st ed. Germany: Springer Science & Business
Media,
Vellnagel, C.C. (2011) Semiotics and Shock Advertisement 1st ed. Germany: GRIN
Verlag.
We are Social (2019) Digital 2019: Australia Social Media Usage Is Growing [online].
Available from https://wearesocial.com/au/blog/2019/02/digital-report-australia
[accessed 22 March 2019]