Report: Marketing Objectives and Strategies for Haigh's Chocolates

This report provides a comprehensive analysis of Haigh's Chocolates' marketing objectives, focusing on their strategies for brand image establishment, market expansion, and competitive positioning within the Australian and global chocolate market. The report delves into the importance of marketing objectives for the company, highlighting the use of joint ventures to achieve strategic goals. It examines three key objectives: establishing brand image, operating in competitive markets, and building brand awareness. Each objective is assessed for compatibility, consistency, resource requirements, and legal compliance, providing a detailed evaluation of the company's approach. The report also discusses the significance of advertising, promotion, and customer engagement in achieving these objectives, along with the challenges and opportunities within the chocolate industry. The report concludes by emphasizing the importance of aligning marketing objectives with the company's overall goals for effective implementation and future success. The report is supported by references to academic sources on marketing strategy, digital marketing and customer engagement.

Plan Direct Marketing
Activities

Table of Contents
INTRODUCTION ..........................................................................................................................3
Introduction to marketing objectives..........................................................................................3
Importance of marketing objective for organisation...................................................................3
Develop Marketing Objective.....................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Haigh's Chocolates is an Australia's family owned bean-to-bar chocolate manufacturing
company which is headquartered in Adelaide, Australia. This organisation was founded in 1915
by the Alfred E. and they also have their own retail stores in Melbourne, Sydney and Adelaide.
They have around 17 location in both the countries and 500 plus employee working for them.
This company also use to sell their chocolate's products using offline and online modes.
Currently. Haigh's has decided to expand their business using Joint venture technique. For this,
they are required to do analysis of their marketing objectives.
Introduction to marketing objectives
It is termed as the marketing strategy which is set in order to achieve the overall
organisational objectives and targets. Marketing objectives is important to increase product
awareness, enhancing brand image, providing information and lowering the consumer resistance.
Such objectives can be classify on the basis of SMART objectives which comprises of Specific,
Measurable, Achievable, Realistic and Time specific (Veríssimo, 2014). Specific example of
marketing objectives such as: “increase the market share by 20 percent” within one year. It is
required that objectives should be specific and in order to understand completely.
Importance of marketing objective for organisation
In context with Haigh's chocolates, marketing objectives will help this company to create
its brand and product image & reputation in all over the Australian market. Such marketing
objectives would help Haigh's chocolates to accelerate their market access and product range to
the different region and zones of entire Australia (Westwood, 2013). If marketing objectives
would have been initiated properly and appropriately, it would enables the customer's to create
positive and strong perception about the brand and positive of the Haigh's chocolate. The major
importance is to enhance the market and brand attractiveness in the mind and attitude of the
customer.
Develop Marketing Objective
Strategic Marketing Objectives
Objectives 1
The first marketing objectives is to establish the brand image and physical existence into the
domestic and global level. For this, Joint venture is the best and suitable approach for attaining

such objectives. Establishing the brand on the global level is the most crucial and critical task as
part of the company strategic objectives and goals (Wilson, 2016). Also, the major strategic
objectives is to provide different types and flavour of chocolate in other different region of
Australia and its zones. It will be possible with the help of strategic goals and target settings.
1. Compatibility
This marketing objective is very much compatible and realistic to implement and align it to the
strategic direction and well-defined objectives to expand their business into the both domestic
and global level. If brand image and customer response is positive and favourable, it would be
easy and convenient for Haigh's chocolate to make their marketing objectives highly compatible
and measurable.
2. Consistent
This marketing objective has consistency in enhancing and establishing the market share and
product reach of Haigh's chocolate into the different markets such as domestic and global level.
If company wants to raise its brand image, they needs to promote their product along with the
brand strong position to the customer along with improvement in the negative points to the
product and customer perception level.
3. Equipped
Haigh's chocolate needs to analyse the actual potential, availability of the resources and funds
required to achieve well-defined market objectives of expanding the brand image and physical
existence into the both domestic and international level. If Haigh's chocolate wants to project
their marketing objective in accordance with availability of varied resources and funds require,
they needs to strategies their objectives as per the vision and mission of the company.
4. legal

Yes, this marketing objective is fulfilling both ethical and legal of the Haigh's business. The
attainment of such objectives needs effective and well-skilled manpower with adequate
knowledge and information on what and how strategies and plans to be initiated and regulated
for market expansion. The Archive Act, 1983 is the pro-founded legislation and law for
conducting legal and ethical regulation in the Haigh's chocolates.
Objectives 2
The second objective is to operate the business and product mixing into the area where
rivalries are operating their business. Joint venture is the suitable option to engage the
operation of the Haigh's chocolate's into the area in which Cocoa delights is serving the
customers. This is one of the critical and strategic objective to be achieved, because, if customer
is already purchasing some other business product, it is a challenging task to create brand
positive and interactive image in the mind of these customer's. Such marketing objective will be
possible by doing strong and high involvement advertisement, promotion and other motivating
activities (McDonald, 2017).
1. Compatibility
This marketing objective is very much compatible and relevant to achieve strategic objectives
and action of the Haigh's chocolate. Why it is compatible. In Australia, media and advertising is
cheap and relatively less costly. Hence, it would be easy and convenient for Haigh's chocolate
to promote and advertise their products and brand image among the new customer base.
2. Consistent
This marketing objectives is very much consistent with the current and future trend of the
chocolate industry. This objective is necessary and crucial to enables maximum customer
involvement and engagement to the Haigh's chocolate product.
3. Equipped
This marketing objective is suitable to implement in the area where Cocoa delights is operating.
In Australia, where advertising media is cheap and less costly. It is easy and convenient to
attract different customer through hiring effective manpower, promotion and advertisement and

allocation of the funds into the customer engagement activities.
4. Legal
Yes, this marketing objective has proven as legal and ethical to engage more and more customer
involvement of the Cocoa Delights. Media regulation act, 1972 is the best suitable and qualify
to enhance maximum legal and ethical regulation in the Haigh's chocolate.
Objectives 3
The third objective is to build maximum brand awareness and image of the Haigh's
Chocolate in the competitive market. This can be possible with proper and effective advertising
and promotion of the brand. Awareness can be generate by making realize the customer about
the positive and advantage of the products. In context with Haigh's chocolate, differentiation of
the chocolate product from other brands such as Cocoa delights and that should be
communicate well to the customer.
1. Compatibility
This marketing objective for Haigh's chocolate is compatible and achievable to enhance more
and more brand awareness and image of this chocolate company to their customer and also gain
competitive advantage in the market. This objective will definitely fit in growing and expansion
stage of the Haigh's chocolate.
2. Consistent
There is a possible outcomes for this chocolate brand to enhance its consistency and regularity
in their maximum customer engagement. The consistency for achieving defined objective
would be arrived from high customer communication and motivation. This objective is suitable
from using the advertisement media effectively. Also, this marketing objective is composed of
potential to work along with the chang9ing scenario of the chocolate industry and market.
3. Equipped
Such marketing objectives needs financial support, effective manpower, potential power and

resources such as strategies and forecasting which segment of the customer needs to be targeted
in the different location of the Australia as well as global stage. Haigh's chocolate required to
use innovation and creativity to reduce and bringing down the price of their chocolate.
CONCLUSION
From the above assessment, it is concluded that marketing objectives for whatsoever
would be the reason whether product development, market expansion and brand awareness to do
be implement and formulate into the proper and effective manner. Company needs to implement
and formulate objectives and targets in accordance with future requirement and objectives of an
organisation.

REFERENCES
Books & journals
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them. John Wiley & Sons.
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.
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marketing in a digital era. European management journal. 32(1). pp.1-12.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
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