KOKOBLACK: Expanding into Singapore Market: A Marketing Report

This report provides a comprehensive analysis of KOKOBLACK's international marketing strategies for entering the Singapore market. It begins with an introduction outlining the challenges and opportunities of entering a new market, specifically Singapore, and explores consumer behaviors, expectations, and preferences. The main body of the report delves into the marketing mix, including product customization to appeal to tourists, pricing strategies considering the exchange rate, distribution through online channels, promotional activities focusing on customer loyalty and special offers, and the target market. The report also examines the importance of people, process, and physical evidence in the marketing strategy. Furthermore, it identifies exporting as the most suitable entry mode for KOKOBLACK into Singapore, and concludes with a summary of the key strategies discussed. The report references various sources to support its analysis.

Taking KOKOBLACK to
Singapore Market

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing Mix.............................................................................................................................3
Product...............................................................................................................................3
Price...................................................................................................................................3
Placement ..........................................................................................................................4
Promotion..........................................................................................................................4
People................................................................................................................................5
Process..............................................................................................................................5
Physical Evidence..............................................................................................................5
Entry mode........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Entering into a new marketing environment is tough as well as interesting for any company. This
enhances the abilities of the company as well as the employees. But it also requires an enormous
amount of research and resources in terms of going into a new environment and exploring new
areas of business. The further discussion focuses upon the description of international marketing
strategies which the company will particularly use to enter, operate and compete in the new
market. Also, the discussion describes the market conditions of Singapore in particular. It also
gives a brief about the customer behaviours, expectations, lifestyles and preferences. The
marketing segment is described in depth by including the marketing mix, which specifically
consists of the description of the 4P's of marketing that are product, price, place and promotion,
and also the best entry mode to enter the country and exporting mode for better working are
defined down below (Gancarczyk and Gancarczyk, 2018).
MAIN BODY
Marketing Mix
Product
The Kokoblack is famous for its high quality products along with that it also provides a wide
variety of the products that consists of the biscuits, ice cream, chocolates, bars, desserts,
beverages and the chocolates. The Kokoblack is one of the most popular products in the market
of Singapore. Using various brand names for the multiple products is a very meaningful strategy
specifically in the case when the brand is being affected. Kokoblack also sells its products in
multiple countries and the necessary decision taken to sell them totally depends upon the
demographic considerations, competitors and the cost of production (Tien and Ngoc, 2019).
Price
As the quality of the products of the Kokoblack is high so are the prices. The marketing of the
chocolates of the company is high that is why the prices of the chocolates need to be high in the
market while on the other hand in some of the cases they are very reasonable and can be
afforded. There are various kinds of the products that are being included in this particular brand
and some of them are also being sold at a very reasonable prices. The brand is also considered to
be the premium brand of the chocolates because of its strategy of positioning but as it also has

the lower price segments that is why they are also being accepted at multiple target segments.
Each segment of the pricing is on the basis of the type of the customer that is going to buy it. The
chocolates are also being sold at various occasions like mothers day and children day with some
of the exciting offers provided to its customers (Heng, 2018).
Placement
The distribution or the placement of the Kokoblack chocolates is very vast and widely spread.
The stores and the shops that sell these kind of the chocolates are present in the urban areas as
well and also the towns. The rural marketing of this kind of the chocolate company is known to
be weak as most of its marketing is done through the online mode. The Kokoblack chocolate is
being developed and manufactured in Singapore and recently there was also an advertisement
that helped in the promotion of the brand and thus these chocolates were being distributed across
multiple countries. The time when the chocolates reaches in the form of bulk then it being
broken down and passes through the company, C&F agent, distributors, retailers and the
consumers (Rosyidah and Rosyidi, 2020).
Promotion
The company provides multiple kinds of the offers to its customer such as the new year price,
Chinese new year price, valentines day and the mothers day and also provides the loyalty to its
customer with the help of the membership collecting point and the exchange of the products.
Most of the youth and the children love the sweets and the chocolates and the old ones like to
nibble all the time. It is of no surprise that the customer always have some chocolate of this
brand that are being stocked at their homes. Also the company keep on doing its promotional
activities through the social media and the online marketing and provides various offers to its
customer on some of the special occasions that lead to the building and reputation of the brand.
The promotional activities of each kind of the product of this brand is different from one another.
Moreover, the positioning of the brand is basically gifting (Hajar, 2018).
People
With counting up to 100 and more than that the chocolates of this kind of the range of the brand
is very indulgent and complex in its own way. The passion for the chocolate and the bonding in

which it inspires the heart of every individual and offer them a delight when they get to have the
chocolates with them. The company now is mapping out the expansion of the company in the
Asia in just a couple of months after purchasing the loss making chain of chocolate out of the
administration. There are the plans which are being made to open and expand the chain of the
company in the next year and will develop six latest outlets after that. The brand has also drawn
increased amount of the interest from the Asia and also have some of the clients in Singapore
who are on the wholesale basis. The latest markets in the region will also be tested with the help
of the online retail store of Kokoblack that will help in the successful expansion of the business
(MacKay, 2019).
Process
The Kokoblack offers and delivers its chocolates in the Australia with the help of the service
which is known as the refrigerated delivery which delivers the chocolates in the perfect condition
to its customer. However, it do not deliver the parcel lockers or the PO boxes to its customer.
The regional or the remote areas are external to the refrigerated delivery of the service areas of
the company and they will be routed from Australia after using the express delivery as well as
the orders to the PO boxes. The company also keeps the melting temperature average so that the
chocolates do not melt, they keep the chocolates cold before doing their packaging, make a
proper plan for the delivery, make the strategic plans for the packaging process and offer the fast
delivery to its customers. Identifying the factors that create an impact on the deliveries of the
chocolates is important for keeping the business running and will also avoid any kind of the
misshaping that are going to occur in the future. This kind of the things helps in building the
loyalty and the trust of the customer (Tucker, 2018).
Physical Evidence
The physical evidence is known as that component of the marketing mix where it is the location
and the environment that the customer buys and then consumes that product. It is known as the
environment where the consumer and the company interact with each other for the exchange of
the products. The physical evidence can be of multiple types such as the peripheral evidence,
essential evidence and involves some of the components such as the physical environment,
ambiance, spatial layout, consistency and the corporate branding. It offers the tangible cues for

the experience that a organization provides and can be specifically used when the customer has
not experienced it from the company prior and also require some kind of the reassurance and has
the expectations to pay for the particular delivery before it is offered.
Partners: The main partners of the Kokoblack are the local chocolate shops, it also has the
partners in the Kokoblack chocolate partner ecosystem and the partner zip money is also the
channel partner and has some 312 number of the partnerships of its own (Tsevi, 2018).
Entry mode
The entry mode of the Kokoblack is the Exporting mode

CONCLUSION
The above paragraphs give a brief description about the most suitable and well defined
marketing strategies that are used by the particular company to enter the new and unexplored
markets of Singapore. It also precisely describes marketing and the marketing mix of the
company. The evaluation of the new market conditions and the diversified and different
consumers is also discussed above. In detail description of the target market, that is the group of
people the company will mainly focus on, the entry mode as well as the exporting mode from the
country in particular is mentioned in the above discussion.

REFERENCES
Books and Journals
Gancarczyk, M. and Gancarczyk, J., 2018. Proactive international strategies of cluster SMEs.
European Management Journal.36(1). pp.59-70.
Hajar, A., 2018. International students challenges, strategies and future vision: A socio-dynamic
perspective. Multilingual Matters.
Heng, T.T., 2018. Coping strategies of international Chinese undergraduates in response to
academic challenges in US colleges. Teachers College Record.120(2). pp.1-42.
MacKay, J., 2019. Legitimation strategies in international hierarchies. International Studies
Quarterly.63(3).pp.717-725.
Rosyidah, N. and Rosyidi, U., 2020. Internationalization in Higher Education: University's
Effective Promotion Strategies in Building International Trust. European Journal of
Educational Research.9(1).pp.351-361.
Tien, N.H. and Ngoc, N.M., 2019. Coping With Challenges and Taking Opportunities in
International Business Strategies of Foreign Enterprises in Vietnam.
Tsevi, L., 2018. Survival Strategies of International Undergraduate Students at a Public Research
Midwestern University in the United States: A Case Study. Journal of International
Students.8(2).pp.1034-1058.
Tucker, K., 2018. Unraveling coloniality in international relations: Knowledge, relationality, and
strategies for engagement. International Political Sociology.12(3).pp.215-232.