Strategic Marketing Plan: Haigh Chocolate Company's New Cookie Launch

This report presents a strategic marketing plan for Haigh Chocolate Company's new digestive and healthy cookie product line. It begins with an executive summary outlining the report's key findings and recommendations, followed by an introduction that provides context and objectives. The report then details the positioning strategy, financial and marketing objectives, and a comprehensive marketing mix strategy (product, place, price, and promotion). The product strategy focuses on diverse flavors and customization options, while the place strategy leverages existing outlets and online channels. The price strategy considers competitor pricing, and the promotion strategy includes both traditional and online media. The report also includes projected marketing expenses, evaluation and control mechanisms, an action plan, and a conclusion. The report aims to provide actionable recommendations for Haigh Chocolate to successfully launch and market their new cookie line, with an emphasis on generating consumer awareness and achieving financial goals.

Marketing management
Student name:
Student Id:

Marketing management 1
Executive summary
The report is prepared with the purpose to provide the recommendation or suggestion to Haigh
Chocolate Company for their new product line. This assessment is based on the assessment one
in which the situation analysis has been done for Haigh new product cookies. The analysis
includes the internal and external environment that helps to comprehend the opportunities and
threats available in the market for their new product. This report shows objectives that will be
completed by the company in the market. Along with this, the findings of the report show the
recommendation for every element of the marketing mix. In which the major focus is done for
generating awareness about the cookies to get the attention of the customer. The expenses that
will be done by the business to create awareness are discussed in report. In end, the company
include the evaluation and control for evaluating the marketing plan of Haigh for their new
product cookies. The action plan is presented which shows the systematic process that will be
followed by the company.

Marketing management 2
Contents
Introduction......................................................................................................................................3
Positioning strategy.........................................................................................................................4
Financial and marketing objectives.................................................................................................4
Marketing mix strategy....................................................................................................................5
Product strategy...........................................................................................................................5
Place strategy...............................................................................................................................7
Price strategy...............................................................................................................................7
Promotion strategy.......................................................................................................................8
Projected marketing expenses........................................................................................................10
Evaluation and controls.................................................................................................................11
Action programmes.......................................................................................................................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
Appendix........................................................................................................................................17
Appendix 1 Collateral material..................................................................................................17

Marketing management 3
Introduction
The report purposes to conduct strategic marketing plan that majorly emphasis on the
implementation aspects of the market plan. The recommendations have been provided to the
company for the activity that the company will perform in the coming next 12 months. The
report includes the financial impact on new product line that includes the cost of promotion and
the predicted revenue. This assessment is linked with the previous assignment in which the
situational analysis and the target market of the company have been determined based on which
they will further make the planning. In this report, the recommendations for the coming 12
months have been provided so that they can lead to the success of the business.
It has been found from the previous assessment that Haigh chocolate company has been selected
who is expanding its product line. The new product line of the business is the digestive and
healthy cookies that will be provided by business in a diverse flavour. From previous analysis, it
has been found that Haigh Chocolate Company will make usage of the multi-segment approach
of targeting in which they target different persons with diverse characteristics (Haigh’s
chocolate, 2019). The major focus of business will be on children and adults with age of 0-24
years that comprise of both male and female. This segment is targeted by the company because it
includes a wide range of people who consume healthy and digestive cookies in the market of
Australia. Also, Haigh chocolates have selected the elder people as their target market with the
age of 25-45 years who belong to the middle and high-income group. This target market includes
the maximum number of people who are focussed by business while targeting.

Marketing management 4
Positioning strategy
The strategy of the positioning refers to overall approach that objects to make the brand occupy a
separate location that is linked to the rival brand. In a competitive environment, every company
aims at forming a strong position in the mind of the customers (Chernev, 2018). There are
diverse types of positioning strategy that are used by the Haigh chocolate in Australia. The
company will use product characteristic as their positioning approach in which business majorly
emphasis on different characteristics of product while forming the strong position about the
product in market (Armstrong, Adam, Denize and Kotler, 2014).
The company will use the healthy choice as one of the characteristics of the product while
forming the position of the brand. Along with this, the availability of the product in different
flavours and the option of the customizing flavours is also one of the major elements that
contribute to form good positioning for the company. The brand positioning is formed as per the
characteristics of the people (Baker, 2014). Most of the customers, who prefer cookies that
remain healthy for the customers and in different flavours that is one of motivation for the
customers that products of Haigh chocolate will be capable to grab attention of the clients.
Financial and marketing objectives
The Haigh chocolate needs to form the financial and marketing goals for coming 12 months
considering their new product line that is related to the healthy digestive cookies available in
different flavours. It has been found that the company offer both chocolate and cookies at a
single outlet due to which the objectives are focused on the company (David, 2011). It is
assumed that the changes in sales and revenue within the company occur due to their new

Marketing management 5
product line that is all related to the cookies that are provided by the business in Australia. The
below given are objectives for the operations of Haigh cookies.
 The primary objective of business is to enhance the client count by 25% in the store. It is
assumed that this 25 % will visit the store of the company for the cookies that are
provided by the business.
 Another objective of the company is to create attentiveness in marketplace about product
through traditional and online media (Hollensen, 2015).
 To increase the revenue of the company by 20% is the objective for 12 months that can
achieve by the company with their new cookies product line.
 The objective of the company is to extend the product line by offering more option to the
customer for customizing it.
Marketing mix strategy
The marketing mix is considered as set of controllable, strategic tackles of marketing that a
business makes use to produce the wanted reply for their target market. The strategy of
marketing mix consists of all the things that business can do with the motive to affect the request
related to the product (Lovelock and Patterson, 2015). The elements of the marketing mix
approach include product, price, place, and promotion. The below given is marketing mix
strategy of Haigh business for their new product line that is cookies.
Product strategy
Cookies are considered as the daily part of everyday life as the people tend to have them at the
teatime or any other part of the day as a snack. Haigh Biscuit provides the digestive and the
healthy cookies that are provided by the business in various tastes with its customization. The

Marketing management 6
customer who wants the cookies in different flavours can easily get the same (Luca and Suggs,
2010). Along with this, the packaging of the product that will be very attractive that grab the
attention of the customers towards the product. Along with this, the product will be available in a
different weight. The product that is offered by Haigh is a healthy choice for the clients present
in market. The variety of biscuit that is recommended to the company to sell in the market are
given below–
 Regular flavour: - The regular flavour of Haigh biscuit includes coating with multi-
grains that provide healthy choices to the clients available in market. In addition to this,
this coating can be customized according to the need of the customers as they can select
any single grain whose coating is required by the customer.
 Chocolate flavour - The chocolate flavour cookies should be provided by Haigh in
which they add the flavour of chocolate and coating with different grains and Choco
chips. It has been found that this chocolate flavour becomes the choice of the children
who are targeted by the company (Rothaermel, 2015). The flavour of the different
chocolates can be customized according to the needs of the children who are targeted by
the company.
 Fruit and nuts: - Another flavour of cookies that should be provided by business
includes the fruits and nuts. The business will offer cookies in the flavour of fruits and
nuts can provide a healthy option to the adults as well as children. Also, the customer can
demand the different types of fruits and nuts in their cookies (Wilson and Gilligan, 2012).
Later, during the entire 12 months, it is suggested to Haigh Company take the necessary steps
that can contribute to improve the product line that helps the company in attracting the

Marketing management 7
customers. In addition to this, the targeted customers help the company to make them aware of
their needs and flavours or other elements that they want to customize in cookies.
Place strategy
The strategy of the place is the location from where the Haigh Company can conduct its
distribution of the product. The company will provide the products through their existing places
where they already sell chocolates. The outlets of the company provide the cookies to customers
from where they can purchase chocolate and cookies collectively (Grant, 2016). The targeted
customers of the company do not have to visit any of the different stores for the cookies and
chocolates. Thus, this means that the company will be able to offer the cookies through their
store present across Australia. In addition to this, Haigh Company will start providing cookies
through online channels in which the website will be the foremost option where the cookies will
be available. The cookies can be purchased by any of the customers through the website of the
company (Išoraitė, 2016).
In the next one year, it is suggested to the company to contact the different distributor that
includes the e-commerce website who deals in the food and related products. The cookies will be
provided through online mode that includes companies like Amazon, Groffers and many others.
Price strategy
Price is the sum that is paid by purchaser to buy product. The strategy of price is considered as
one of the crucial strategies as it contributes to the revenue of the company. Haigh Company
provides an entire range of cookies is $5 but the package that will be provided by the company
will vary in the weights. The reason behind this is that the company will provide its products in
different flavours due to which it becomes difficult to fix the price. Thus, the packet of the

Marketing management 8
cookies will be approx. $5 and then cookies packet might get vary. The price has been decided as
per the competitors. It is recommended to business to keep competitive pricing approach in
which they will decide the price as per the other companies present in the market. The reason
behind this pricing strategy will be that it will help business to win trust of clients and make them
believe that product affordable and less expensive for them (Stead, and Hastings, 2018).
Promotion strategy
The promotion of the product includes creating awareness for the product and services provided
by business in market. Haigh cookies make usage of different tools through which they can
promote products in market (Wu and Li, 2018). It is recommended to business to use traditional
as well as the online mode to promote the products. The below given are the major tools of
promotion: -
Traditional media
The traditional media include print media, advertisement on television and many others. Haigh
Company can print templates for their cookies and can make the customer aware of the products
and their characteristics. The products provided by the Haigh can add value to the products. In
addition to this, the advertisement can be done through a Newspaper that is essential for
communicating about the product to a wide range of people (Todorova, 2015). In addition, there
will be a commercial advertisement on the television that helps business to produce attentiveness
among market. Moreover, traditional media also include the promotion of the products through
personnel selling. In the personnel selling, it is suggested that the employees of the company will
generate awareness about the cookies that are provided by business to their clients. The
employees of the company will inform the customer about their new product that is cookies so

Marketing management 9
that they can purchase the same (Abril and Rodriguez-Cánovas, 2016). The information about
the cookies is given to the customers who visit for purchasing the chocolates. Along with this,
the customer who visits the store for cookies will get the knowledge that the company also offers
customization if they want to avail the same. (Refer Appendix 1 for the brochure used for
advertisement)
Online media
The use of the online platform is increase as this is the only mode through which the companies
can become aware. The online media include the e-mail and the direct marketing that is possible
with the assistance of different social media channels. The e-mail is recommended to share by
the company who visit their website and to that customer who searches for the biscuit in the
market. Along with this, this will help the company to form a more formal position in market
(Leonidou, Katsikeas, Samiee and Aykol, 2018). In social media platform below are the
suggested media that should be adopted by the company.
 Facebook: - Facebook is one of the major media that should be used by Haigh. The
company should prepare the page with the name of Haigh cookies and post the pictures
of cookies and other related products. Facebook is one of the platforms that are
considered as most visited by the customers (Evans, 2016). Thus, this platform
contributes effectively in enhancing the awareness among the market about the different
flavours cookies and provides the option for the customization.
 Instagram: - Instagram is another media that is suggested to the company as this helps
Haigh to improve the awareness in market. In this case, business should form an

Marketing management 10
Instagram page and grab the attention of customers. The attention of customers will
contribute to enhance the sales and meeting the objectives of the company.
 Other media: - It is recommended to business to make use of different social media
platform through which they can inform the customer about the same. This includes
youtube as the emerging channel on which the company should post their company
advertisement which will generate awareness.
Projected marketing expenses
The Haigh Company needs to project marketing expenses that will be done by the company for
its new business that is related to the cookies. The marketing expenses majorly include the
expenses done by the company in generating awareness in the market. Below are the marketing
expenses of the company for the next 12 months: -
Marketing expenses
Product
Launching product in the market $6,000.00
Cost of raw material $4,000.00
Distribution
Cost of transportation $3,500.00
Price
Research and development for
competitors product prices
Promotion
Traditional media
Commercial advertisement $1,200.00
Newspaper advertisement $800.00
Print templates $700.00
Personnel selling $2,000.00
Online media
Facebook $1,100.00
Instagram $800.00
Other media $900.00
Total Amount $21,000.00

Marketing management 11
The promotional expenses are high because the company is an existing business and they want to
expand their business so they invest more to produce the brand value in market.
Evaluation and controls
The evaluation and control of Haigh Company for their new product line cookies is presented
below –
Monitor customer feedback: - The marketing plan shows the activities which the company will
pursue in the market. One of the ways through which the control activity can be performed is
monitoring the feedback of the customers. The company can easily reach towards the customers
indirectly by hosting the online polls and this will lead to development in marketing plan. The
business will see the different reviews and experience of the customers with the company
(Posavac, 2015).
Target market sales: - The sales of the product can be measured in units sold, income generate
or the amount of profit. Every marketing plan includes target market to which they offer their
products and services. The sales are attained with the help of the sales amount that is received
from the customers who are targeted by the company. The actual sales of the company will lead
to high revenue. Thus, the monitoring of the target market sales is one of major elements which
shows that marketing plan of the company is successful or not. The sales also show that the
business is successful and there is the availability of the high opportunity that it will be
expanded.