MKT600 Marketing: Strategic Marketing Report for Whistler Chocolate

This strategic marketing report focuses on Whistler Chocolate, outlining various marketing strategies to enhance its market position. It covers the application of social media, video tutorials, and blog creation for promotion. The report identifies the target market, new business positioning strategies, and promotional activities. It also delves into the marketing mix, detailing product levels, pricing strategies like market penetration, distribution channels, and promotional methods such as personal selling, advertising, and discounts. The extended marketing mix, including people, process, and physical layout, is also considered. The analysis aims to provide a comprehensive marketing strategy to achieve a competitive advantage for Whistler Chocolate. Desklib offers a range of study tools, including past papers and solved assignments, to support students in their academic endeavors.

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Strategic marketing report
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Strategic marketing report
Executive summary
As much as gathering the factors of production and production itself are important, so the marketing is.
Even if you’re your business produces the best product, you may end up making immense losses if the
strategy you employ is poor or does not rhyme with your product line. The purpose of drafting this
document is to deliver a report on competitive marketing to position my business in the market.

Strategic marketing report
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Marketing strategy to apply in whistler chocolate......................................................................................6
Social media................................................................................................................................................6
Creating video tutorials...............................................................................................................................6
Creating blogs and optimizing the search engines......................................................................................6
Market target..............................................................................................................................................7
New business positioning............................................................................................................................7
Promotion...................................................................................................................................................8
Placement....................................................................................................................................................8
Positioning map...........................................................................................................................................8
Marketing mix.............................................................................................................................................9
Product and services marketing mix............................................................................................................9
Levels of products........................................................................................................................................9
Core product............................................................................................................................................9
Generic product.....................................................................................................................................10
Expected product..................................................................................................................................10
Pricing........................................................................................................................................................10
Pricing for market penetration..................................................................................................................10
Distribution................................................................................................................................................11
Promotion.................................................................................................................................................12
Personal selling..........................................................................................................................................12
Advertising.................................................................................................................................................12
Discount....................................................................................................................................................13
Give away and branded gifts.....................................................................................................................13
Holiday offer..............................................................................................................................................13
Extended marketing mix............................................................................................................................14
People....................................................................................................................................................14
Process..................................................................................................................................................14
Physical layout.......................................................................................................................................14
Conclusion.................................................................................................................................................14
Reference..................................................................................................................................................15

Strategic marketing report
Introduction
It might not be easy to identify the most viable market niche and developing the commodity to cover
the gap. However after managing this step, all is not over. Getting the word out is the burden that
follows in the queue, if one fails to successfully tackle this challenge, then making profit is virtually
impossible. Having started the Whistler Chocolate company was not all. The approach to proper
planning with the objective of achieving an outstanding competitive market advantage or simply
marketing strategy is the biggest matter of consideration at hand (Adhikari, & Roy, 2017).
Marketing strategy to apply in whistler chocolate
Social media
With the pace at which the information technology is growing after the invention of internet,
contribution of the social media to business cannot be neglected. A previous research showed that
Australia have more than 200million phone users with more than 80% of this number being exposed to
the use of social media. This implies that if we put this platform into use in our organization we are likely
to reach 160million people on a single post (Abratt, & Bendixen 2018).
Creating video tutorials
The second position of YouTube search engine after Google explains that there are quite a large number
of people who seek for information in video content rather than the written format. Maybe it’s the mind
stimulating characteristic of videos and the easy of understanding its content. If we as Whistler
Chocolate embrace this advertisement platform we are likely to reach a large number of population
implying more customer hence sales and thus profit (Aghazadeh, 2015).

Strategic marketing report
Creating blogs and optimizing the search engines
We will also employ the creation of blogs on our Chocolate brand with the aim of promoting it in the
market. To further this and ensure that the information lands on the ears of many potential customers
we will optimize our search engine to draw large traffic to our sites and hence a higher number of
customers (Vilkey, & Dehbid, 2016).
Market target
Market for any product is dictated by the interest of people, their life style, as well as their gender and
the ability to buy the commodity.
Chocolate being a food product is likely to draw the interest of anybody in the population of any area.
To further this it’s necessary to acknowledge that the flavor and the taste of chocolate attract the will of
many children to have one the branding the packing of the Chocolate also is obviously an attracting
factor to kinds. Not only children; also the adults who have some defined taste for sugary food stuffs
who also go for the Chocolate (Chernev, 2018).
Another very potential and vital customer is the group of people with prevalence for lifestyle and
luxurious life and so the eating habit. Chocolate is also viewed as a symbol of love by family members
and couples when a person is surprised with one.
The discussed above is the only defines the consuming group target, however we are expecting middle
men customers like the shopping malls, retailers, and hawkers as well as individuals holding luxurious
and rare life events that possibly occur once a year or throughout once life time like wedding, birthday,
graduation, ordination or any other rare ceremony (David, & David, 2017).

Strategic marketing report
New business positioning
The positioning theory explains the placement of a product or a brand in customers or potential buyers
mind and sticking it at the top end such that whenever he thinks of a product of the same line he thinks
of your product. In our company, the concept of positioning or the placement of our Chocolate brand
implies that when an individual thinks of sugary sweet food products will possibly think of our product.
The concept of positioning is narrowed down to the pricing, promotion, Product and placement as the
advertising means (Elenkov, 2014).
Promotion
Whistler Chocolate will use this approach in the sense of organizing of open air events and road shows
involving simple contest like dancing, singing or comedy followed with awarding the winning individual
with the product of our brand. This will help us to get the word to the winning friends and family
member and thus promoting the product. Psychologically, the winning individuals may also be enticed
to buy the same product then or in future as they from then feel to be part of the product (Tomczak,
Reinecke, & Kuss, 2018).
Placement
In this note, with regard to our Chocolate brand, we will ensure that almost everywhere there is an
advert on the brand either inform of a print in the billboards, television advert, radio advert, and print in
the news paper and even make our own magazine to promote the Chocolate brand. We will also ensure
that our product make an appearance in the show rooms. The effectiveness of this advertisement model
has been argued to be determined by the number of appearance the product makes in the eyes and
mind of the potential customers (Foxall, 2014).

Strategic marketing report
Positioning map
This refers to the perception of our customer to our product in relation to our product and their cost.
The mapping will help us to adopt the best placement mode in the sense of price and branding. Our
mapping will be based on the quality of the product we make as well as its branding and preference.
Marketing mix
Marketing mix refers to the set of actions, tactics or formulation used by the organization to promote its
brand or service market position. These aspects of change entail the 4ps; that is the product, promotion,
the price and the place in the market place (Papasolomou, Thrassou, Vrontis, & Sabova, 2014).
Product and services marketing mix
The product and the service refer to the commodity or the action being provided by an individual with
an intention of exchange for money. In our case the product is the Chocolate. It is the item we are
providing with the intention of exposing it to the market for monetary exchange. The product marketing
mix is refers to the introduction of the product to the market or connecting the product with our
customers. This will call for us to introduce the Chocolate to the target customers. With a clear
understanding of the product, we will have to air out distinct characteristics differentiating our
Chocolate brand with others existing in the market (Giannakis, & Harker, 2014).
At this point of introducing the product to the market, web will carry out pre-launch activities like
advertising the product in the media like Facebook to create market hype before the introduction of the
product in the market place. This will go hand in hand with the development of a marketing proposition
position that already we have formulated and stated as ‘buy one and get back your money inform of the
taste, get you Chocolate packet today’ (West, Ford, & Ibrahim, 2015).

Strategic marketing report
Levels of products
Core product
Refers to the basic product and focuses on the basic intended purpose of the product. Basically
chocolate is a food product intended for basic consumption well known as eating. Chocolate falls in the
category of junk food, this characteristic helps in uniquely positioning the chocolate in the mind of the
consumer and therefore an outstanding market completion (Hajli, 2015).
Generic product
This mainly entails the quality of the product and the material composition of the commodity. Chocolate
should obliviously be sweet. It’s a food, but it’s not meant for stomach capacity satisfaction but rather
for the luxury. This luxurious nature of the chocolate places it at a distinct position in the market thus
helping the Whistler Chocolate Company in campaign for the product position the product Chocolate at
a competitive position (Thrassou, Vrontis, & Bresciani, 2018).
Expected product
This aspect refers to the consumer’s expectation to the level of satisfaction from a product. The
packaging in this case is essential and should be appealing. This will help the company to create the
desire of the new customers to test the product with a given expectation of satisfaction.
Pricing
It a no secret; the cost of production is not sufficient to set the price of a product in the market
especially where the business want to position its product in the top of competing products list. In
whistler Chocolate Company economy pricing strategy failed and the organization opted for pricing for
market penetration (Hunt, 2017).

Strategic marketing report
Pricing for market penetration
This is a pricing strategy that sets the price of a new product relatively low price of the product. This is
meant to attract the potential customers to buy the product in the notion that the price of the product
is low. With time the company increases the volume of sales and hence the profit of the company. After
duration of time the chocolate brand will be well established in the market (Amirkhanpour, Vrontis,
& Thrassou2014). There after the company will gradually increase the price of the chocolate. At this
position numerous customers have developed preference and taste for the chocolate and therefore
increasing the price of the product with a small margin will have less significant to the change in
customers buying habit. Research have proven that when an individual starts using a certain commodity,
then the use becomes habitual, when one developed the habit of using a certain commodity then the
change in price by increase may not lower the consumption of the same product and if it does the
difference is almost insignificant and it is catered for by the increased price. Thus after a given duration
of operation, it will be easy to meet the desired price that will draw high profit without exploiting the
consumers, while still maintain the high number of sales in the market ( Josephson, Johnson, &
Mariadoss, 2016).
Distribution
Distribution is one of vital marketing mix in the field of active business. It is the channel goods follows to
reach the final consumer from the producer. In our organization distribution refers to the channel the
chocolate follows until it reaches a kid or an adult in a given ceremony or spending leisure somewhere
for consumption (Capon, & Go, 2017).
Our chocolate is sold in almost all shopping malls, supermarkets, retail shops and hawkers all around
Australia. Most of this shopping figures comes for the product from the manufacturing outlet channel,

Strategic marketing report
buy at bulky at discounted whole sale price. They further break this bulky and decide the cost of each
piece depending with the cost of transport or even the class of their customers or crises in the market
(Sutiksno, Rufaidah, Ali, & Souisa, 2017).
For the purpose of meeting a large number of populations in the market we have established our outlets
in the towns of high population in order to meet high number of potential customers. Unique to other
business, we also a mobile marketing strategy where we use the large containers vehicles to reach the
potential customers in places of large multitude gathering during events. We also offer franchising in our
company by allowing the third party license allowance to distribute the chocolate for our business
(McCamley, & Gilmore, 2015).
Promotion
Promotion refers to marketing communication strategy with an aim of creating awareness for the
product and persuading the potential customers with the interest of generating higher sales for the
organization and hence the profit. Product promotion can be achieved through various means like;
Personal selling
This refers to a promotion mix that involves a one to one communication between the buyer and the
seller of the commodity. With this mode of promotion it is easy to persuade new customers to give a
trial to our product. This is the most successful promotion method as the seller is able to obtain
immediate feedback on the response of the customers to the product in terms of quality and price as
wells as the ability of the chocolate to satisfy the want in question (McDONALD, 2016).

Strategic marketing report
Advertising
Advertising refers to indirect communication to the buyer through various means with the objective of
promoting the product. In Whistler chocolate we are using the billboards the television adverts, radio
adverts, magazines, news papers and the show room to market our brand (Varadarajan, 2018).
Discount
We give discount to our loyal customer to maintain loyalty. We also give discounts to our customers
who buy the chocolate in bulky. This helps us to maintain our customers and influence them to come
back again for shopping on the same in future. Research shows that a little discount influences the buyer
psychologically and entices the buyer to behave rationally in their buying behavior. For instance we
noted that marking the cost of the chocolate packet as 1.99$ dollars will attract more buyers than
marking the cost of the same at 2$ dollars. Consequently, this increases the amount of sales and hence
the profit of the Whistler chocolate company (Nicol, 2017).
Give away and branded gifts
We use this technique to have the word out about our chocolate brand through giving simple prizes to
the individuals. Those who are lucky to get the prizes feel honored and spread the information about
the existence of our brand in the market. The prizes are given out through various means of selecting
the winners like simple contests and participation in simple lottery game. We also use the criteria of
bulky buying in selecting those who are worthy for the gifts (Payne, & Frow, 2014).

Strategic marketing report
Holiday offer
The nature of chocolate suggests that is more suitable in celebration forums. Most of the holidays
involve events of celebration. Therefore giving out offers during the holidays is likely to attract
exponentially high number of buyers and hence the profit (Burford, & Chan, 2017).
Extended marketing mix
People
However high the level of technology intensive production method is employed, human resource
remains significant and essential. For smooth running of the company, there is need for employment of
the right people in all divisions of labor in the company from the front office personnel’s to the
managing board and the casual workers as well as the subordinate workers. The company with the right
type of human resource is likely to be successful than the company that miss this advantage (Proctor,
2014).
Process
What matters most is how the customer is served in an organization. Therefore we don’t take the
process of delivering our product to our customers. After sale services creates the desire of the
customer to shop again and again in the same shop. This in long run promotes the product and hence
the sale (Reed, 2018).
Physical layout
The presentation or the outlook of the product matters a lot. We therefore ensure that our chocolate is
in good outlook to make sure it is appealing to the eyes of the customers (Spanjol, Tam, Qualls, &
Bohlmann, 2015).