BBM221: Marketing Plan for Haigh's Company to Boost Christmas Sales

This report presents a detailed marketing plan for Haigh's Chocolates, focusing on strategies to boost sales during the Christmas season. It begins with an introduction to Haigh's, followed by an analysis of the marketing environment, including political, economic, social, technological, and legal factors. The report identifies the target market, analyzes current marketing performance, and conducts a SWOT analysis to determine strengths, weaknesses, opportunities, and threats. The core of the plan outlines the marketing strategy, encompassing product, place, and promotional strategies, with a focus on unique designs and social media marketing. A detailed marketing mix (product, place, price, promotion) is provided, along with an implementation plan, including product design introduction and the role of the marketing manager. Finally, the report addresses evaluation and control, including monitoring procedures and the use of technology to analyze customer demand, with the aim of increasing sales on Christmas.

HAIGH’S
COMPANY

INTRODUCTION
 Marketing Plan of Haigh’s Company in
(Australia).
 Designed to boost the sales of chocolates on
Christmas.
 Focus will be on attractive strategies.
 The emphasis will be on positioning.
 Haigh’s provide premium chocolates.
 It has a largest store in Australia.

MARKETING ENVIRONMENT
 Political Factor
a.)Tax rate
b.)Elimination of the trade protectionism
b.)Follow the ISO 9002 and HACCP
 Economic Factor
a.) rise in market economies.
b.)enhanced the buying power.
 Social factor
a.) needs and wants of the customers.
b.) research and development

MARKETING ENVIRONMENT
 Technological factor
a.)quality control
b.) Unique designs
c.)continuous innovation
 Legal factor
a.) labor law
b.) business law

TARGET MARKET
 The target market for haigh’s will be
a.) People of all age groups.
b.) Middle and high income
groups.
c.) Haigh’s should focus
on large market share.
d.)Chocolate lovers.
e.) Mainly target will be on youth and couples.

CURRENT MARKETING PERFORMANCE
 Wide presence in the Australian market.
 Large products range.
 Good brand image.
 Come under premium
products.
 Costly products.
 Enhanced customer
satisfaction.

SWOT ANALYSIS
 Strength
a.) strong brand equity
b.) high quality products
c.) appealing packaging
 Weakness
a.) lack of advanced technologies
b.) challenge faced by government penalties.
c.) increase in the cost of production.
 Opportunities
a.)e- commerce platform
b.) expansion in different market
 Threats
a.)high competition level
b.) youngsters seeking online substitutes.

MARKETING STRATEGY
 Product strategy
a.) it will change the value and demand of the existing
products.
b.) For Christmas, the chocolates will be delivered in unique
designs such as heart and in rose design.
 Place strategy
a.) distribution will be done in Melbourne.
b.) new designs product will be available in Malls.
c.) It will help to attract couples.
 Promotional strategy
a.) marketing will be done on social media.
b.) Buy one get one offer

MARKETING MIX
 Product: The chocolates will be introduced in the market
with unique shapes such as Hearts and roses.
 Place: The Chocolates will be provided in
the retail outlets and also in the stores.
 Price: The prices will be reduced from the
actual prices and different discounts and offers will be
provided to the customers on the occasion of Christmas.
 Promotion: Promotions will be done through social
media channels
b.) Also through unique designs of chocolates. The
designs that will be offered to the customers will be in
heart and rose shape.

MARKETING IMPLEMENTATION
 Haigh’s company needs to organize its products
a.) by analyzing the needs of the customers.
 The chocolates will bee introduced in unique designs.
 The designs will be offered by the marketing manager
by analyzing the mindset of the customers.
 The marketing manager will have decision making
authority.
 The changes in the product will boost the sales of
chocolates.
 The new designs will assist the company in catering
large customer base on the occasion of Christmas.
 The designs will be introduced on 1 December in the

EVALUATION AND CONTROL, MONITORING
PROCEDURES
 The new products will be launched by considering the
latest technologies.
 The cost of product development will be distributed in
relation to two year period.
 Monitoring procedures
 The marketing manager will analyze the demand of
the customers.
 The manager will focus on introducing the new
designs of the chocolates on Christmas with the use of
latest technology.