Comprehensive Public Relations Plan: Haigh’s Chocolates New Syrup

This report details a public relations plan for Haigh’s Chocolates' launch of a new 'Sweet chocolate syrup' product in the Australian market. The plan aims to increase turnover and brand recognition through a comprehensive strategy involving market research, SWOT analysis, a launch event, digital marketing, advertising, and media releases. The target audience includes homemade item admirers, children, cafes, restaurants, bakeries, and event managers. The timeline spans three months, with a budget allocated for various activities including supplier tie-ups and advertising. The report concludes with an evaluation framework to assess the effectiveness of the PR campaign. Students can find this and other solved assignments on Desklib.

RUNNING HEAD: PR PLAN 0
Public Relations

PR PLAN 1
Executive Summary
The Haigh’s Chocolates is an Australian based company, the company want to launch
its new product line. The main aim behind launching a new product is the company want to
increase its profits or turnover and the company want to create spread awareness about its
brand in Australian market. To obtain the goals and objective the company has hire a PR
consultant to provide suggestion. The PR consultants has suggested that while launching a
product the company need to conduct a huge lunching event with the help of which the
company can connect with the mass public and media.

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Contents
Introduction...........................................................................................................................................3
Research and development....................................................................................................................3
Situational analysis................................................................................................................................4
Goals and objectives..............................................................................................................................6
Target public.........................................................................................................................................6
Strategies and tactics.............................................................................................................................6
Launch event.....................................................................................................................................7
Digital marketing...............................................................................................................................7
Advertisement...................................................................................................................................8
Media releases.......................................................................................................................................8
Time line...............................................................................................................................................9
Budget.................................................................................................................................................11
Evaluation............................................................................................................................................12
Conclusion...........................................................................................................................................13
References...........................................................................................................................................14

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Introduction
In 1915, Alfred E. Haigh in Australian market introduced Haigh’s Chocolates. The
company deals in homemade chocolates the core concept of Haigh’s Chocolate is ‘beans-to-
bar’. In present, the company has three stores in Melbourne and 6 stores in South Australia.
In today’s era, Haighs fourth generation members Alister and Simon they are running
business since 1970 run the company (Haigh’s Chocolates, 2018). To cope with the current
market, the company want to introduce or launch a new product ‘Sweet chocolate syrup’ in
the Australian market. The motive behind the introduction of new product is the company
want to increase their turnover and want to increase brand recognition. The company want to
spread awareness about its brand name in Australian market so maximum customers will get
attracted toward their product. This report contains a complete Public relation plan, with the
help of which the company is going to attain their objectives.
Research and development
To launch the new product in Australian Market Company has conducted a market
research, according to research in 2016 the market of sweet syrups was estimated to be $
45.32 billions. The research predicted that the market of sweet syrup would increase by 5%
by 2022. The market trend clearly shows that the demand of sweet syrups will increase
among customers. The one factor, which will play an important role in increasing demand of
sweet chocolate, is increasing preference of customers toward ready to eat products and
convenience food (Bohari, Hin, & Fuad, 2017). There is one challenge in front of Haigh’s
Chocolates is the demand of fruit syrups is more than chocolate syrups.
Company want to use the launch of new product to expand its market range and to
spread awareness among resident of Australia. For spreading brand awareness, the company

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has decided to launch their product on large scale and decided to make investment in various
types of advertisements and promotional activities. The company has also decides that to
spread awareness of the new product they will introduce the product on consumers special
occasion like birthdays, wedding, anniversary, or Valentine’s Day (Kolbina, 2015). The
company also has decides to distribute the free small samples to people at some specific
places.
Situational analysis
SWOT analysis is selected for situational analysis
Strengths
 The company has maintained a strong
brand legacy since 1912
 Since day one the company is
producing quality products
 The company provide various offers
to its customers
 The product of company is available
in various attractive packaging
 The use Chocolate syrup is increased
at cafes, restaurants, and at bakeries.
They use syrup can be use by them as
a topping or as flavouring agent in a
ice creams, pastries and pancakes
 Like their home chocolates, the
company will produce homemade
Weaknesses
 The new product launch involve huge
investment as it include public
relation plan in it
 The production cost will increase
 Company has to appoint new
employees and it is not necessary that
all employees are skilled and properly
trained
 The has not obtained a fair trade
foundation certificate

PR PLAN 5
chocolate syrup.
 According to research the customers
are really found of chocolate syrup
 The chocolate syrup can be use as a
flavouring agent in beverages like
coffee, shakes, milk
Opportunities
 To facilitate its customers company
has provide facility of online
purchase and delivery of products
 The introduction of new product will
increase the profits of the company
 The new product line will increase the
employment opportunities
 For brand recognition new product
launch is best idea (Witell, et.al 2011)
Threats
 The sweet syrups and sauces consider
as a factors which are responsible for
obesity and diabetes (Berard, et.al.
2013)
 The products which are perishable by
nature for company it become
difficult to manage them
 The chocolate syrup will be new in
market and there is already the brand
available who are selling syrups, there
is a chances that product might not
get success (Palatnik, 2017).
 The project involve huge cost and
chances of profit are uncertain
 The completion for chocolate syrup is
high in Australian market

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Goals and objectives
The chief objective of company behind the introduction or launch of new product
‘chocolate syrup in the Australian market is, firstly company want increase its turnover and
second is the company want to spread awareness among the residents of Australia about the
existence of company in simple words the company want to create brand recognition
(Haigh’s Chocolates, 2018). For fulfilment of desired objectives, the company need to
develop a best public relation campaign, with the help of which the company can attain the
desired goals and objectives.
Target public
While developing a public relation plan to launch a new product in the market it is
important to select its target audience or customers to whom the company want to sell their
product. The target audience for the product of Haigh’s Chocolates are those people or
customers who are admires of homemade items (Sopandi, 2017). Every person whether
he/she is old or young like chocolates that is why age while targeting customers are not an
issue but still company need to focus on children of age group 5-15. In comparison to adults
children buy more chocolate related products. The gender will not put much effect in demand
of chocolate syrup. Moreover the company can target, cafes, restaurants, bakeries, event
managers, wholesalers and retailer to increase the sell and in addition to spread awareness
among people of Australia.
Strategies and tactics
The company has hired a team of PR consultant is to achieve the goals and objectives
of decided by them:

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Launch event
The company is planning organise a big launching event for the product: to grab the
attention of people and to enhance its market appearance the company is planning to organise
a big launch event. In that particular event, the company will launch their product in
Australian market. The Directors of company will launch the product and address the people
by telling them the uses and benefits of the product. Launching event is a big opportunity
with the help of which the company will gain public awareness.
Tactic
The company is planning to launch the new product in the market to enhance the
brand image of the company. For event company has need to hire an event management
company as the management has decided to launch the product on huge scale. The total
number of guests how will attend the launching event is 500 excluding staff members and
management of company. At event, the company will offer dinner and snacks to the members
who were attending the event (Pike & Page, 2014). At event, the director of company will
address the people by telling them the innovative uses of product and benefits of products.
The company is also planning offer free samples to the people who were at launching event.
Digital marketing
The main aim of company is to increase the sell and to spread brand awareness among
people of Australia. Digital marketing is a best tool with the help of which the company can
attain their goal by investing less amount. For digital marketing company has decided to use
Facebook, twitter and LinkedIn and E-mail marketing as a tool for digital marketing.
Tactics:

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The company is planning to create pages on various social media sites. The page
contains the name of company with their history, product details, achievements etc. For
updating the page frequently the company has decide to appoint two employees who are
going to upload details related to product, events, offers, new launches (Jones, Moura, &
Domingos, 2014).
Advertisement
Advertisement is the most common platform use by various companies to place new
product in the market and to spread awareness reading the product among customers. The
company has decided to use, newspaper, online advertisement, for reach the people of
Australia and to enhance their brand name.
Tactic
The Advertisement is the tool, which will help the company in attaining the goals of
the company. For advertisement, the company is going to select the most famous newspaper
and magazine of Australia. The newspaper or magazine which is been purchase by the
maximum number of Australian is prefer by the company and in those newspaper and
magazine the company will place a full one page advertisement (Dong & Srivastava, 2013)
The newspaper advertisement will contain the details and date of product launch and all
activities are going to happen there. The magazine will contain the full advertisement to new
product and existing range of products after launch.
Media releases
Haigh’s Chocolates launching a new product ‘Chocolate syrup ‘
Haigh’s Chocolates is a well-known name in the Australian market and main reason
behind their success is their homemade chocolate, high quality goods with attractive

PR PLAN 9
packaging. Today they have announced that they will be expanding their market to whole
Australia by launching a new product. The company is expending their business by opening
new stores at various part of Australia previously the company is having 3 stores in
Melbourne and 6 stores in South Australia.
Today the company has launched their new product at Australian Technology Park
the lunching event was full of energy and various cultural programs was conducted at event.
Director of Haigh’s Chocolates Mr Simon has addressed the crowd he said that ‘We are
delighted to lunch our new product and we are looking forward to introduce the product in
Australian market’. In his speech, he stated the uses and advantage of chocolate syrup (Huang
& Sarigollu, 2014). At the conclusion of event, the company has distributed free gift hamper
to the people.
Time line
Action plan
Action August September October Responsible
person
Install plant for
manufacturing
chocolate syrup
1st Aug - - Directors
Hire skill
employees
Up till 5th Aug - - Human resource
manager
Increase tie up
with suppliers
Up till 5th Aug - - Product manager
Conduct R&D It is continuous
process till
- - Product manager

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launch
Hire PR
consultant
- 15th Sept - Directors
Select date for
launch
- 15th Sept - Directors
Hire place for
conducting
event
- - 2nd Oct PR consultants/
directors
Hire event
management
company
- - 2nd Oct PR consultants/
directors
Prepare
newspaper
advertisement
- - 15th Oct PR consultant
Web special
release
- - 15th Oct Manager
Invite writers
and publishers
- - 20th Oct General
manager
Grand opening
of Chocolate
syrup
- - 25th Oct PR
consultant/event
management
company
After launch :
Advertisement
in newspaper,
- - 26th Oct PR consultant

PR PLAN 11
magazines
Updating social
media pages
- - 26th Oct onwards Staff members
The above stated action plan include the various stage of product launch of Chocolate
syrup in Australian market. The launch of product will take three months. The company has
decided to launch their product on 25th October 2018.
Budget
Target Particulars Amount
Tie ups with suppliers to
increase the supply
Product
Total investment involve in
new product
$ 10,00,000
Total $ 10,00,000
Establishing new outlets in
Australia
Place
Self-maintain outlets $ 500,000
Outlets on lease $ 250,000
Total $ 750,000
Cost incurred at launching
event
PR consultants $ 5,000
Event management company $ 3,000
Rent $ 2,000
Expenses on activities and $ 50,000

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food
Free distribution of samples $ 5,000
Total $ 65,000
Advertisement Press release $ 5,00
New paper advertisement
before launch
$ 2,000
Online advertisement $ 1,500
Digital marketing $ 1,000
Total $ 5,000
Grand total $ 1820000
Evaluation
Evaluation of project is a very essential task for the company, in evaluation the
project manager of company will evaluate the progress of the project. The factors, which the
manger is going to consider while conducting the evaluation, are project scope time and
budget. The project manager will ensure that the project will evaluate the current
performance of the project with the actual planned products (Luca & Suggs, 2010).
Evaluation is the continuous process at this process exists at every level of project
development. The project manager will evaluate each aspect of the project and if they find
any mismanagement in the project, they will immediately inform about the issue to the top
management. The top management will take the corrective measures to remove the fault.

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Conclusion
To conclude, the Haigh’s Chocolates has decided to introduce a new product in the
market. The main motive behind the introduction of product in market is firstly they want to
increase their profits and in addition, they want to create their brand value in Australia. To
fulfil the objective, the company has decided to launch the new product by conducting a
launching event. Events are the main tool of public relation strategy. With the help of
launching event, the company can attain both objectives at the same time.

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References
Berard, L.D., Blumer, I., Houlden, R., Miller, D. and Woo, V. (2013) Monitoring glycemic
control. Canadian Journal of Diabetes, 37, pp.S35-S39.
Bohari, A. M., Hin, C. W., & Fuad, N. (2017). The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and
Space, 9(1).
Dong, X. L., & Srivastava, D. (2013). Big data integration. In Data Engineering (ICDE),
2013 IEEE 29th International Conference on pp. 1245-1248.
Haigh’s Chocolates. (2018). About us. Retrieved from:
https://www.haighschocolates.com.au/about-us
Haigh’s Chocolates. (2018). History. Retrieved from:
https://www.haighschocolates.com.au/about-us
Huang, R., & Sarigollu, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviours pp.
113-132. Springer, New York, NY.
Jones, H., Moura, F., & Domingos, T. (2014). Transport infrastructure project evaluation
using cost-benefit analysis. Procedia-Social and Behavioral Sciences, 111, 400-409.
Kolbina, O. (2015). SWOT analysis as a strategic planning tool for companies in the food
industry. Problems of Economic Transition, 57(9), 74-83.
Luca, N.R. and Suggs, L.S. (2010) Strategies for the social marketing mix: A systematic
review. Social Marketing Quarterly, 16(4), pp.122-149.

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Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination
marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.
Sopandi, E. (2017). Analisis Keunikan Sumberdaya Dan Strategi Keunggulan Bersaing
Produk Kreatif Bambu (Studi pada Saung Angklung Udjo Bandung Jawa
Barat). Journal of Management and Business Review, 14(2), 176-205.
Witell, L., Kristensson, P., Gustafsson, A. and Löfgren, M. (2011) Idea generation: customer
co-creation versus traditional market research techniques. Journal of Service
Management, 22(2), pp.140-159.