Marketing Plan for Jeff De Bruges' New Sugar-Free Chocolate Product

This report outlines a marketing plan for Jeff De Bruges, a French chocolate company, focusing on the introduction of sugar-free chocolates. It begins with an introduction to the significance of marketing in today's business environment and then delves into Jeff De Bruges' expansion strategy. The report covers market segmentation, including demographic, psychographic, behavioral, and geographic characteristics, to identify the target market. The positioning theory is then discussed, highlighting approaches like physical characteristics, price-quality, and competitor analysis. The marketing mix variables, including product, price, place, and promotion strategies, are analyzed, followed by an examination of the extended marketing mix, incorporating people, physical evidence, and processes. The report aims to provide a comprehensive marketing plan to help Jeff De Bruges achieve its marketing goals and attract customers in the Australian and international markets.

Running Head: MARKETING 1
Marketing

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Table of Contents
Introduction.................................................................................................................................................3
Marketing Strategy......................................................................................................................................3
Market Segmentation..................................................................................................................................4
Target Market..............................................................................................................................................5
Positioning Theory.......................................................................................................................................5
Physical Characteristics Approach...........................................................................................................7
Price Quality Approach............................................................................................................................8
The Competitors Approach......................................................................................................................8
Marketing Mix Variables..............................................................................................................................8
Product strategy......................................................................................................................................8
Price strategy...........................................................................................................................................9
Place/Distribution strategy....................................................................................................................10
Promotion Strategy...............................................................................................................................10
Extended Marketing Mix...........................................................................................................................11
People....................................................................................................................................................11
Physical Evidences.................................................................................................................................11
Processes...............................................................................................................................................12
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

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Introduction
In today’s competitive business environment, marketing has been developed and it has become a
significant element of business operations and processes. When a company introduces its new
products and services in the market, it needs to create a marketing and promotional plan that
includes different strategies which help the company to approach its targeted customers. Looking
at its significance, modern firms are engaged in developing effective marketing plan for their
fresh products (Frynas and Mellahi, 2015). It can be stated that formulation of effective
marketing plan is necessary for the growth and success of organizations. The major purpose of
this report is to develop a marketing plan for the organization that was chosen in the first
assessment i.e. Jeff De Bruges. Jeff De Broges was found in the year 1986 by Philippe Jambon.
This is a French organization and has its operations in various locations all over the world
including Australia. The company has 284 stores in France and over 30 in international markets.
As per the given case, the company is planning to expand its operations through a new product
development strategy (Jeff De Bruges, 2018). This report includes the discussion about the
marketing strategy that will be used by Jeff De Bruges in order to introduce this new product. In
this, target market and positioning theory of the company is defined. Moreover, marketing
strategies are discussed by using marketing mix framework. At the end, the components of
extended marketing mix are discussed in the report. These marketing strategies will help the
organization to achieve its marketing goals and entice more and more customers.
Marketing Strategy
Marketing strategy is an important part of marketing plan which outlines the overall game plan
for getting new customers and clients for the business. A marketing strategy of the company
includes all the marketing objectives into a comprehensive plan. It should be drawn from
extensive marketing research and emphasize on the appropriate product mix so that they can
attain maximum revenue potential and sustain the business for longer time (Babin & Zikmund,
2015). Marketing strategy of a company includes different parts such as market segmentation,
determination of target market, and development of effective positioning strategy and
formulation of marketing mix strategies. Here, Jeff De Bruges Company is planning to introduce

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its new chocolates in the market i.e. Sugar Free Chocolates. The company will target a specific
market for its new products.
For Jeff De Bruges, marketing strategies are recommended below:
Market Segmentation
In the process of formulating marketing strategies, first, Jeff De Bruges Company will determine
its market segments by identifying their consumer characteristics. There are different
characteristics of market segmentation which an organization needs to identify while targeting
the customers. Market segmentation is the process of categorizing a market of customers into
segments on the basis of different characteristics. These segments are created of customers who
will react in similar way to marketing tactics and strategies and who share similar interests,
locations and traits (Baker, 2014). For Jeff De Bruges, market segmentation for this new product
is recommended below:
Demographic Characteristics
Under demographic segmentation, the company should target its customers on the basis of age,
income and gender. However, currently this company is focusing on the medium and higher
income customers but it should focus on the lower income customers as well. As it is offering
sugar free chocolates so it should focus on the people of age group of 40 to 60 years. It should
target both males and females in Australia so that it can enhance its customer base (Scarborough,
2016).
Psychographic Characteristics
Under psychographic segmentation, Jeff De Bruges should focus on its customers considering
their interests, lifestyle, social class, attitudes and personality. This company should provide its
new chocolates to the middle class people and high class people who are very concerned towards
their health. Company has identified that people are becoming very conscious towards their
health and they are facing diseases like Diabetes. So, it will be better to target these people who
can enjoy sugar free chocolates of Jeff De Bruges (Seringhaus & Rosson, 2012).
Behavioral Characteristics

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Under behavioral characteristics, the companies focus on their customers looking at different
variables such as behavior, usage rate, decision making and their loyalty towards products. In
order to offer sugar free chocolates, this firm should focus on the customers according to the
preferences and expectations of customers. As mentioned in the first assessment, this company
introduces its new products considering the needs and demands of customers. So, it should target
the people such as occasional buyers. These are the people who purchase chocolates on any
festival or gift the chocolates on any special occasions. In order to entice these people, Jeff De
Bruges should emphasize on chocolates’ packaging as it needs to be very attractive and festive.
Geographic Characteristics
Under this dimension, this firm should offer its products in Australian market primarily. After
successful establishment in Australia, it should plan to expand its business operations in nearby
nations like New Zealand. It should target both the rural and urban locations of different nations
(Wilson & Gilligan, 2012).
Target Market
Target market plays a significant role for each organization to produce more revenues and profits
in international market. Looking at above characteristics of market segmentation, Jeff De Bruges
will emphasize on both the younger and adult generations who are under the age of 25 to 60
years. Recently, it is running its operations as small business so it should plan to expand its
business in international market (Konstantas, Jeswani, Stamford & Azapagic, 2018). By
identifying most suitable market segments, this company should focus on the customers who are
seeking for taste of chocolates with health benefits. The people, who are suffering from diabetes,
are the major customers for its sugar free chocolates. The above selected market segments are
seeking for the chocolates which are sugar free and nutritious for them. Thus, these should be the
primary targeted markets who are seeking for the benefits such as customer support, quality
ingredients, nutrition etc. For its new products, Jeff De Bruges will be focusing on the customers
by evaluating the needs and benefits that they are looking for (Clarence-Smith, 2016).

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Positioning Theory
After determining the most appropriate targeted market, Jeff De Bruges will plan for positioning
its new products in Australian and other markets. Positioning is the term that expresses how a
new product can be placed in market. It shows that how the products and services of a business
entity can meet the wants and demands of people in an appropriate manner which other brands
cannot do. According to the positioning theory, it is the procedure to recognize the most suitable
market segment for a specific product (Peattie & Peattie, 2009). It is a very important strategy
that should be practiced by Jeff De Bruges so that it can develop the positive perception of
customers towards its new chocolates. To place sugar free chocolates in market, this company
focuses on the ingredients of products, brand image, strategies of competing brands and
distribution channels. The theory of positioning expresses that it refers to the perception that a
firm makes in minds of customers. It will differentiate its products from other brands (Hanssens,
Pauwels, Srinivasan, Vanhuele, & Yildirim, 2014).
For effective positioning of sugar free chocolates in Australian and other markets, Jeff De
Bruges should implement effective positioning approaches. It will support this firm to attain the
interest and attention of customers.

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 Xiao Hui
Chang
Jeff De Bruges
 Venchi chocolate
The positioning approaches that Jeff De Bruges should implement are given below:
High Price
Low Quality High
Quality
Low Price
Middle
income people
Taste and
quality of
chocolates

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Physical Characteristics Approach
Physical characteristics approach is one of the most significant criteria that customers can
consider while purchasing new products. In this case, people will prefer to buy chocolates by
looking at their sugar free characteristics, flavors, packaging of chocolates etc. In this way, this
firm will segment the market considering the benefits of products and features of products.
Price Quality Approach
This is another approach of positioning that Jeff De Bruges Company can practice while
positioning its new chocolates in the market. This approach explains various price and quality
segments of its sugar free chocolates. By using this, it will determine different prices for
different sizes and packing of chocolates. As mentioned above, this firm is targeting the people
from middle and higher income classes so it should provide the chocolates on diverse prices. It
will help the company to increase its customer base and enhance its brand image among the
customers (Cinquanta, Di Cesare, Manoni, Piano, Roberti & Salvatori, 2016).
The Competitors Approach
Under positioning theory, competitors approach is the most significant approach that Jeff De
Bruges should utilize to position its sugar free chocolates among targeted customers. In this
process, first the company should organize a research and development program so that it can
analyze the needs and demands of customers and find out the strategies of existing competing
brands. It should establish a direct communication with the customers that will help the company
to attain a sustainable competitive advantage against other competitors (Recanati, Marveggio &
Dotelli, 2018).
In this way, it will be right to state that Jeff De Bruges Company should utilize different
approaches of positioning theory so that it can expand its business in international markets
successfully (Gutiérrez, 2017).
Marketing Mix Variables
Marketing mix refers to as the set marketing tools that firm adapt to meet its marketing
objectives for their target market. The company makes use of different levels of marketing
decisions that help them to grow in the market. Further, Jeff de Bruges needs to make the

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strategies for their new Sugar-free chocolates in the market. These strategies help the company in
grabbing the attention of the customers and to attend the competitive advantage over the other
brands (Baker, 2014).
Product strategy
Products are an item that is offered to meet the needs of certain people in the group. Jeff de
Bruges offers the different kinds of products in the market in different flavors. This strategy
shows that the company could use new Sugar-free chocolate that helps in meeting the needs of
customers (Grant, 2016). The company manufacturer sugar-free chocolates in different flavors
that help to meet the needs of the old age people and adults who remain diet conscious due to
which they don’t consume the sugar contained chocolate. It could be possible that the company
should make use of the attractive packaging while introducing chocolates in Australia.
The product includes the three different levels that are: -
Core product
Core products are the most respected offering of the company that offers the benefits to the
customers (Frynas and Mellahi, 2015). Jeff de Bruges core products include their chocolates
which are manufactured by them with the high quality of raw material. Further, presently it could
be the new sugar-free chocolates that they are serving to customers as the major product. The
company makes use of their core products to offer excellent quality and taste to their new and
existing customers.
Actual Product
The actual level of the strategy reflects the physical and tangible benefits of the products that
complement the core products (Grant, 2016). The new sugar-free chocolates of the company are
complemented with different flavors, colors and packaging. Further, this has been found that
people generally make a purchase at the time of celebration and occasions. Thus, they can make
use of the sugar-free chocolate and can give special order for the flavors, taste and packaging.
Augmented products

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This level of the products supports the actual product with the additional services that are offered
by Jeff de Bruges. In this level, the company makes use of their website for making the sugar
free chocolate available through online mode. Further, it can take the feedback of the customers
after selling the products (Khan, 2014).
Price strategy
Price of the product is the amount that the customers pay to get the worth of the product that they
are buying. Pricing of the products plays a vital role in the success of the Jeff de Bruges in the
market. The pricing strategy that is suggested to the Jeff de Bruges is competitive pricing in
which the prices are set by the company after analyzing the prices that are kept by the companies
for the new sugar-free chocolates (Wilson and Gilligan, 2012). Further, this has been found that
the prices for the sugar-free chocolates remain high. The company is at the growing stage due to
which they keep the prices that are affordable for the customers so that they can bring the
improvement in the Australia share and make their customer base strong. This means that they
should make use of the different pricing strategies for the products in the market. Thus, they
majorly target the medium and high-income group people. In addition to this, generally, the
company provides the offers and discount to the customers at the festive season so that they can
achieve the high sales which are sufficient to meet the goals and objective of the company
(Grant, 2016).
Place/Distribution strategy
Place or distribution of the products is one of the essential elements that are considered by the
company while forming the strategies. The company needs to make their products easily
accessible for the customers present in the market. To accomplish this, the company needs to
develop an effective distribution network with the effective strategies of distribution for their
new sugar-free chocolates (Lovelock and Patterson, 2015). In addition, Jeff de Bruges should
make their products available in the supermarket along with the online stores. The shopping
malls are suggested to the company because they remain crowded with the people as it leads to
the sales of the chocolate. The effective distribution of the company will help them in gaining the
profit and revenue for their new sugar-free chocolates (Rezende, Benassi, Vissotto, Augusto &
Grossmann, 2015).

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Promotion Strategy
Promotion strategy is one of the vital strategies that are used by the company to appeal for their
new sugar-free chocolates in the market. This has been found that Jeff De Bruges has strong
promotional activities which include that company offer exclusive gifts for promoting products.
Accordingly, it is suggested to the company to make use of the online and offline promotional
activities. The major use of the online advertisement will lead to the rise in the demand of the
products (Išoraitė, 2016). Social media is one of the effective ways through which the sugar-free
chocolates of the company can be promoted. The rise in the use of sugar-free will remain
effective in targeting a wide range of customers. In addition to this, the company should make
their products available on different online websites which will advertise and increase sales.
Further, the company should make use of the advertisement on television and print media which
could help the company to promote the products (Luca and Suggs, 2010). This will help the Jeff
de Bruges in promoting their new product sugar-free chocolate in Australia. To accomplish this,
the company should have the dedicated management team who can work on the weakness of the
company and make it their strength (Andrews & Shimp, 2017).
Extended Marketing Mix
Apart from above four components of marketing mix framework, there are three more
components which have extended with the evolution of marketing processes. These elements are
such as people, process and physical evidence. Marketing experts stated that nowadays these 7Ps
added additional layer of depth to marketing mix. In addition to above marketing mix
components, it is very important for Jeff De Bruges to focus on these three components (Išoraitė,
2016). For this firm, extended marketing mix is recommended below:
People
In modern business environment, most of the firms are reliant on its people who are engaged in
the operations. Having appropriate people is necessary as they are a part of business and products
offered by them. At Jeff De Bruges, the company has managed its employees to assist its
development strategy in its existing and new marketplace. For effective development of
leadership competencies and abilities, it should conduct a training and development program so
that they can be aware about the quality of chocolate ingredients (Davari & Strutton, 2014). They

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will know about the ingredients and processes which can be used to produce sugar free
chocolates. Enhancement of skills will help the company to achieve its overall goals and
objectives.
Physical Evidences
Another important component of marketing mix is physical evidence which can help Jeff De
Burges to entice more and more customers towards its new products (Afoakwa, 2016). At this
chocolate manufacturer company, physical evidence can be practiced in form advertising tools
and packaging of products. It should develop its stores where people can reach easily.
Processes
While introducing its new chocolates, Jeff De Bruges should understand that services and
support to customers is a key determinant of developing the trust and loyalty among customers.
The company should use effective processes in manufacturing of products. Moreover, it should
develop its internal operations effectively (Barrientos, 2015). First, the company should test its
products in the market by circulating the samples among its regular customers. Then, it should
launch the products in the market.
Conclusion
From the above analysis, it is hereby concluded that it will be a right decision of Jeff De Bruges
to introduce its sugar free chocolates in Australian market. The company should introduce its
new products and services by targeting new customers which are identified in the market
segmentation and target market segments. It can be stated that company will grow if it will use
effective marketing strategies and tactics in new product and market development process. The
above report evaluates that Jeff De Bruges Company should utilize the above mentioned
marketing strategies so that it can approach its targeted customers and generate more revenues.
These strategies will help the company to attain its overall business objectives and its vision in
foreign market. It will be able to manage the sustainability in new business environments.

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