Integrated Marketing Communications Report: Haigh's Chocolates

This report provides a comprehensive analysis of Haigh's Chocolates' marketing strategies, focusing on its brand positioning, SWOT analysis, and competitive landscape. The report delves into the company's pricing, promotional methods, and distribution strategies, highlighting how Haigh's utilizes its retail locations to maintain control over the customer experience. It examines the company's use of online channels and social media to engage with customers and promote its products. Furthermore, the report includes a perceptual map and discusses the tactics used to promote the brand. The analysis also considers the competitive environment, identifying key competitors like Cadbury and Nestle. The report's objective is to evaluate Haigh's Chocolates' approach to integrated marketing communications and its ability to maintain its position in the chocolate market.

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Group Creative Brief: Haigh’s chocolates

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Table of Contents
Group Creative Brief: Haigh’s chocolates......................................................................................1
Background of the Study.................................................................................................................3
Strategy Statement...........................................................................................................................3
Brand Positioning............................................................................................................................4
1. SWOT analysis.....................................................................................................................4
2. Marketing Strategies used by Haigh Chocolate....................................................................4
PERCEPTUAL MAP......................................................................................................................7
Portfolio...........................................................................................................................................8
References......................................................................................................................................10

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Background of the Study
The description is the demonstration of brand tactics Haigh Chocolate is using to achieve its
objectives. This report also mentions the large players and high level of competition the
confectionary company is facing.
The organization is the chocolatier of the age produced from the raw cocoa and the
beans mixture stacked and then they are ample with the German contraption. The association
was thought for moving the market then it has as well with the stint made the business (Houben
and Jansen, 2015).
It has to know the understanding and significance of differentiation regarding the nature as well
as the quality of the good along with the loyalty attached to the name of the brand. (Smith, 2013)
Its business component is the particular traditional concern where the productions with the
dealings of publicizing unavailable via sequentially pecuniary farsightedness emergent all over
the world. Haigh's construction consultancy just speaks about some market part in the foundation
of the Australian chocolate disseminate.
Strategy Statement
Offering its scope of more than 200 chocolates only through its own particular outlets is the
technique to endure the vending bedlam for Haigh's Chocolates. Haigh's supervisory
administration Alister Haigh demonstrated that contemplates that retaining marketing channels is
Haigh's supportable superior administration and if it merely thru chocolates and vended them
through vendors, like some other confection administrations otherwise it would have padlocked
the organization.

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Brand Positioning
1. SWOT analysis
Strengths: the organization’s strength is related to the sturdy brand and functions effectually
since 1912. The body produces valued products with strong proprietary production. It has
its essence in nations, including South Australia, Victoria, New South Wales. It has wide-
ranging variability in the products and calibrated chocolates and profligate packages.
Weakness: The extension in the organization business as far as diverse activities that goads
low quantity of the pie and couldn't produce the endorsement from the rational conversation
formation.
Opportunity:
The uncharacteristic state prospect relating to the progress and improvement as far as
benediction bids with the foremost business legacies and reward rapport of the
administrational business. The prospect with net constructed subscription and transmission as
far as net established occupational. The introductions with market improvement and
enhancement in realm, including Australia and diverse nations at worldwide anterior.
Threats: the Haigh's chocolate are associated with the compacted equivalence
competitiveness and additionally from the other chocolate established administrations. For
maintaining and dealing with the calibrated organization, product consumable is the factual
trial. The condition in relation to capacity and chocolates vivifying likewise tribulates the
representation of the product. (Dang, 2012).
2. Marketing Strategies used by Haigh Chocolate
Pricing Strategy

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Marketing performs a critical part in the achievement of any association; A portion of the
advertising procedures connected by Haigh's incorporates estimating methodologies,
advancement, and dispersion. For instance, the organization serves various clients
recommending that they have an alternate estimating technique.
Objective: the methodology esteeming this brand that be contingent on the detached consumers,
like the exceptional stuff that wrench in developed expenses for the prosperous customs. The
association smears an assessing stratagem that is precious by the unrestricted market commotion
part of their things (Duffy, 2012).
Promotional Methods
Haigh's chocolates utilize distinctive techniques to advertise their items.
How Haigh’s chocolate speaks to the customers: The organization guarantees proceeded with
commitment with the clients in different methods like online retailing. Other than the retail
locations, the organization has a rich online nearness that enables the clients to shop on the web.
The technique expands deals as well as elevates the organization to more customers and
improves proficiency in their appropriation strategies. The organization likewise utilizes online
networking to advance its items and additionally draw in with the clients in regard to item
improvement or bundling choices. Web-based social networking encourages the organization to
decrease expenses of marketing and achieve a higher number of individuals inside a brief
timeframe.
Target audience: The strategy is helpful in a portion of its objective markets, for example, the
youngsters. The organization additionally utilizes ads in the print media to grow new thoughts.

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Other special strategies utilized by the organization incorporate their bundling choices and also
dispersion through the retail locations as opposed to the grocery stores (Park, 2004).
Audience point of view: Haigh’s deliver rectified and quality chocolates and is notorious among
the very few sellers of premium quality chocolates.
Distribution
Haigh's favors the utilization of retail locations as their center dissemination alternative of the
items to the clients as opposed to utilizing wholesalers with a special case in a few regions. The
strategy is valuable in serving the clients specifically and also getting the clients views on their
items. The retail locations fill in as the offering purposes of their items guaranteeing the
organization has control of the whole procedure from generation to the offer of the completed
items to the clients. The circulation system furnishes an opportunity to draw in with the clients
and also upgrading the productivity of the association (Trez and Fernando, 2012).
Competition Analysis and Marketing Mix
The organization has been confronting the correct sort of rivalry with regards to its items. The
immediate contenders are those, for example, the Cadbury and Nestle. They create a similar item
just that they are from the distinctive organizations. The objective gathering is the same
subsequently acquiring the immediate type of rivalry. The roundabout rivalry can't be connected
in this circumstance on the grounds that there is no other item that can supplant chocolates.
(Evans, 2014).

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PERCEPTUAL MAP
Below is the perceptual map for the Haigh Chocolate:

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Portfolio
Objectivity Tactics: The tactics demonstrated for the plan of marketing of the organization is to
mark the finest part over the usage of a real-world and artistic presentation approach and
concerning some exciting portion in it. Social settings play vital role in the promotion of the
business and they have shown a large valuable part in its business dispersal.
Aim: The manifest objective is to progress the
appreciativeness of the variety stuff by directing the customs with ordinary eminence making of
chocolates. Their stratagem is to tie the clients by making their commemoratives and merriments
exciting.

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Target Strategy: The association speaks with the allies and the consumers like a viable
endeavor. It edifices a compassionate approach with supportability actions on the element
package and its restricted time communications including preferments. Haigh’s chocolate use
web settings like Instagram, Facebook which enables the customers by things including area,
level of instruction, commercial and even the procurement of antiquity and the folios they've
loved.
Our Services: The group of this association demonstrates a
portion of its creation to distributer working on the stores at areas so to advance the brand by an
extraordinary specialty showcase. It additionally utilizes web settings for advancing its rational
representation with a mindful corporate native.

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References
Houben, K. and Jansen, A. (2015). Chocolate equals stop. Chocolate-specific inhibition training
reduces chocolate intake and go associations with chocolate. Appetite, 87, pp.318-323.
Jarvis, S. (2012). Bedlam or Parnassus: The Verse Idea. Metaphilosophy, 43(1-2), pp.71-81.