Marketing Presentation: Sombero Chocolate Bar Strategy & Plan

This presentation details the marketing strategy for a new chocolate bar named Sombero, focusing on its unique selling proposition (USP) which includes its great taste, affordability, accessibility, healthy ingredients (bran flour wafer, flakeseeds), and attractive packaging. The presentation covers segmentation (geographical, demographic, psychographic), targeting (kids, women, health-conscious individuals in the European market), and positioning (value-based marketing). The marketing mix elements (product, price, place, promotion) are discussed, including the product's features, affordable pricing, wide distribution, and promotional offers through social media, TV, and celebrity endorsements. The presentation also justifies why supermarkets should stock the product, citing its popularity, lack of competition, attractive features, and alignment with customer needs. Finally, it details the MARCOM campaign, including promotional offers and advertising strategies, all supported by relevant academic references. Desklib provides access to similar marketing plans and solved assignments for students.

CRM
Presentation T
ASK 1

Introduction
The present report contains following segments:
Explanation of product selected and its USP.
Use of Segmentation, targeting and positioning
strategy.
Marketing Mix elements used in it.
Resons for which supermarkets should stock the
product.
MARCOM Campaign.

Product Details
Chocolate Bar which is supposed to be
introduced in market contains coco
base with two layers of caramel filling
and buterscotch flavoured bran waffer
which is topped with walnuts,
flakeseeds and almonds.
Name : Sombero
Price:: 3.49 Pounds

USP of the Product
Scruplous delight for the customers seeking
great taste.
Economical range, making it affordable for
people belonging to all income groups.
Easy accesibility as it is available to wide range
of places.
Healthy eatery with use of bran flour for wafer
and flakeseeds topings attracting customers who
are concious about the ingredients.
Attractive packaging

S
EGMENTATION, TARGETING
AND POSITIONING

Segmentation of
Customers
Geographical: People in European Market.
Demographic: People belonging to the age
group of 10-35 (Women and Kids).
•Psychographic: People seeking taste and delight
Customers who are focussed on the ingredients
which are used and seeking healthier options.

Targeting
We are using differentiating
targeting strategy by focusing on
particular section of society such as
kids, people of age group 10-35,
women, european market and
health concious people.

Positioning
Positioning of market is done in the form of
value based marketing.
It has distinguished packaging with
attractive, colourful and bright wrapper.
It is available to large number of places.
In affordable price it is providing more
value.

M
arketing Mix

Product
It is the cubical chocolate bar named as Sombero with
which have two layers filling and toppings is full of taste
and choco blast.
Weight= 5 oz(135 gm)
Calories served= 150
Packaged in attractive wrapper which is red in colour with
the labelled of all the details about product

Continued..

Price
Price of the product is kept
affordable that is 5 Pounds to attract
large stream of customers.

Place
Product is avaliable at large number
of places such as supermarket
stores and retail shops.

Reason for supermarkets
stocking prduct
Introduced by popular brand which is
having large customer base.
No competent product exist in the
market.
Attractive features.
Based on customer's needs and
preferences

MARCOM Campaign
Made avaliable at large number of place.
Promotional offers and discounts are offered
such as buy one get one free
Promotion is done through social networking
sites, TV and Newspaper advertisements.
Promoted by a renowned celebrity.

REFERENCES
Cravens, D. and Piercy, N. F., 2008. Strategic marketing. McGraw-Hill Irwin.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson
Education.
Ashill, N. J., Frederikson, M. and Davies, J., 2003. Strategic marketing planning: a
grounded investigation. European Journal of Marketing. 37(3/4). pp.430-460.
Dibb, S., 2001. Marketing planning best practice. The Marketing Review. 2(4). pp.441-
459.
Kwan, I. S., Fong, J. and Wong, H. K., 2005. An e-customer behavior model with online
analytical mining for internet marketing planning. Decision Support Systems. 41(1).
pp.189-204.
Phillips, P. A., Davies, F. M. and Moutinho, L., 2001. The interactive effects of strategic
marketing planning and performance: A neural network analysis. Journal of Marketing
Management. 17(1-2). pp.159-182.

Thank You!!