This marketing plan details the strategies for launching Darrell Lea's Rocklea Road chocolate, targeting Australian consumers. It outlines marketing objectives focusing on brand awareness and communication reach, emphasizing demographic, geographic, and psychographic segmentation to target on-the-go workers and chocolate enthusiasts. The plan employs a premium pricing strategy, emphasizing the classic liquorice flavor and various flavor options to differentiate the product. Marketing mix strategies encompass product development, pricing, promotion through advertising and digital platforms, and distribution models. The plan includes evaluation metrics such as surveys and website tracking, with a 12-month implementation timeline, concluding with recommendations for successful product launch and brand building. The plan also covers positioning attributes, marketing mix strategies, product descriptions, promotion strategies, and evaluation and control mechanisms.
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