MMK101 Marketing Strategy: Yarra Valley Chocolaterie Recommendations

This report provides marketing strategy recommendations for Yarra Valley Chocolaterie and Ice Creamery, focusing on target market, positioning, and the marketing mix (product, price, and place). The target market is identified as tourists and locals, with a positioning strategy emphasizing a natural chocolate experience. Recommendations include leveraging the unique 'Chocolate Boomerang' product through cafe offerings and penetration pricing, ensuring its availability in stores and cafes. The report highlights the importance of the location in Yarra Valley as a tourist destination and suggests strategies to enhance the customer base and profitability through effective marketing mix implementation. The report concludes that the company's unique products, customer service, and location are key competitive advantages.

ASSESSMENT 3
MMK101 TRIMESTER 3
2018
MARKETING STRATEGY
RECOMMENDATIONS
Student Name:

Student Number:
Table of Contents
2.1. Target Market and Positioning Statement................................................................................3
2.2. Marketing Strategy Recommendations.....................................................................................3
2.2.1. Marketing Mix Element 1 Strategy...................................................................................3
2.2.2. Marketing Mix Element 2 Strategy...................................................................................4
2.2.3. Marketing Mix Element 3 Strategy...................................................................................5
2.3. Conclusion................................................................................................................................6
Reference List..................................................................................................................................7

2.1. Target Market and Positioning Statement.
Target Market: The target market of Yarra Valley Chocolaterie and Ice creamery are the
tourists from other countries and suburbs of Australia. The main aim of
the organization is to share the experience related to love of chocolates
(Yvci.com.au 2019).
Positioning
Statement:
The positioning of the organization is to develop a tourist destination
where the consumers can gain an experience of natural chocolates rather
than the ones that are offered in supermarkets.
2.2. Marketing Strategy Recommendations.
2.2.1. Marketing Mix Element 1 Strategy.
Product – The products that are offered to the customers have been quite unique in nature
and have been able to attract international tourists and locals from the suburbs as well. The
owner and Managing Director of the organization aims at developing products in such a manner
which can fulfill the needs and demands of the consumers and the tourists. The unique products
are offered to the customers with the help of the stores that are located in Yarra Valley. The
beauty of the destination also plays a major role in developing interest for the products which are
offered by the organization. The products provided by the company are handcrafted and contain
different ingredients like, nuts, fruits that are picked from the kitchen garden (Amiri and Maroofi
2016).
The milk which is used for the purpose of manufacture of chocolates is sourced locally.
The various products which are thereby manufactured and sold by the company include, truffles,
chocolate coated creations, delectable pastilles, chocolate bars, chocolate sauces, giant chocolate
freckles, chocolate spreads. The house made ice creams that are offered by the organization are
also a major specialty of the organization which makes it different from the its competitors. The

flavors which have been developed by the organization also keep on changing on a periodic basis
that is able to attract the consumers towards the organization and the destination as a whole
(Datta, Ailawadi and van Heerde 2017).
The Great Wall of Chocolate of the organization features 34 types of varieties of
chocolate. The unique Kitchen Garden range offered by the company is developed by using the
ingredients which are available in the kitchen garden. Another major product of the organization
are the Bush Tucker chocolate bars which are able to showcase native ingredients and the
packaging is done by the indigenous artists. The Single Origin collection showcases premium
chocolates along with the exclusive range of Chocolate Therapy that is offered by the
organization. Yarra Valley Chocolateries has gained fame in the industry based on the
personalized products that are offered by the organization based on party orders. The gift
vouchers which are offered by the company are also able to play a major role in attracting
consumers from different parts of the world and the country (Dolnicar, Grün and Leisch 2018).
Strategy recommended for Chocolate Boomerang – The Chocolate Boomerang is a new
and innovative product that has been discussed by the owner in the video. The product has been
designed by an aboriginal employee of the organization and has been able to form an important
part of the product portfolio which is offered by the company. Chocolate Boomerang can be
offered in the cafes in packages with other products that are provided to the customers. The
major target market of the product will be the tourists and consumers visiting the area from the
suburbs (Kasemsap 2018).
2.2.2. Marketing Mix Element 2 Strategy.
Price – The prices that set for the products that are designed by Yarra Valley
Chocolateries are lower as compared to the other organizations. The products are priced in such a
manner which is able to attract the locals from suburbs in different areas of Australia. The
experience that is offered to the customers is not highly expensive. The entry to the destination is
free and the customers are also able to taste the products before they decide to purchase the
same. This is helpful for the customers to decide the exact products which they plan to purchase
from the organization. The levels of investment that is made by the organization are quite high.
However, the products are targeted towards different levels of customers and this is considered
to be the major reason behind low pricing of the products (Mallik and Farhan 2018).

The organization aims at providing high quality based chocolates to the customers rather
than just concentrating only on the profits and prices of the products that are set for different
products. The cafes that have been developed by the organization are based on the needs to
consumers to spend time in the destination and gain effective levels of experience as well. The
products that are offered to the customers in the cafes are priced on a medium level and they aim
at providing the consumers an experience. The different products are priced at lower than 20
dollars and are based on needs and demands of the consumers. The low prices of the products
have been able to attract tourists and consumers towards the chocolate business and the other
business operations that are taking place in the destination as well (Mitchell and Dalgic 2015).
Strategy recommended for Chocolate Boomerang – The strategy of penetration pricing
needs to be implemented for Chocolate Boomerang so that the product can be made affordable
for different types of customers. The customers need to have an effective reach of the product so
that the levels of awareness can be increased and it can develop a position among the other items
that are offered by the organization (Mohammadi and Sohrabi 2018).
2.2.3. Marketing Mix Element 3 Strategy
Place – The Yarra Valley Chocolateries is a beautiful tourist destination which is able to
attract the tourists from different areas of the world and the suburbs of Australia as well. The
organization has developed its operations in Yarra Valley in such a manner which is able to
provide the tourists with a beautiful experience of destination. This has helped the organization
in acquiring the position of the second biggest tourist destination in Victoria. The management of
the organization has been able to develop its position in the industry with the help of the place
and destination that is selected by the owners. The place based factor of marketing mix of Yarra
Valley Chocolaterie and Ice Creamery has been able to provide a major advantage and growth
based opportunity to the organization for the purpose of enhancing the customer base in an
effective manner (Sinapuelas, Wang and Bohlmann 2015).
Another important advantage of the place factor of marketing mix is related to the
different types of business operations that operate in the same location. The organization is able
to develop a loyal customer base with the help of the variety of services which are offered in a
single area. Yarra Valley Chocolaterie and Ice Creamery has recently started its operations in a
different area which is of larger size as compared to the current operations of the organization.

The most important part of the operations of Yarra Valley Chocolaterie and Ice Creamery is
affected by the location that has been gained by the organization. Yarra Valley Chocolaterie &
Ice Creamery has been able to develop its services in the area in such a manner which is able to
affect the customer base (Steenkamp 2017). Another destination in which the organization has
developed its operations is also an important part of the strategy related to expansion which has
been implemented by Yarra Valley Chocolaterie and Ice Creamery.
Strategy recommended for Chocolate Boomerang – The strategy that can be
implemented by Yarra Valley Chocolaterie & Ice Creamery is based on the high availability of
the products in the stores and the cafes of the organization. The distribution channels of
Chocolate Boomerang need to be developed in an efficient manner in order to fulfill the demands
of the consumers. The product needs to be made highly available by the organization in different
areas and stores so that it is able to reach the consumers in an effective way. Yarra Valley
Chocolaterie & Ice Creamery can increase the profitability levels and revenues in an effective
manner with the help effective availability of the products in different stores of the organization
and in both the destinations as well (Wieland 2018).
2.3. Conclusion.
The report can be concluded by stating that the Yarra Valley Chocolaterie and Ice
Creamery will be able to develop its operations in an effective manner with the help of proper
marketing mix. The different elements of marketing mix of the organization have an immense
effect on the profitability levels. The effectiveness of operations of the company is however
largely based on the uniqueness of the products and the ways by which the organization
maintains its customer base in the industry. The major competitive advantage of the organization
is the location of its operations and the employees who provide services to the customers. The
quality of products has also played a key role in the development of revenues of the company.

Reference List.
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Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
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Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
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Mallik, A. and Farhan, S.N., 2018. Customer Centric Approach Using 7ps of Marketing
Mix. International Journal of Innovative Knowledge Concepts, 6(11), pp.136-149.
Mitchell, M. and Dalgic, T., 2015. Towards an International Marketing Mix for Services.
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Mohammadi, M. and Sohrabi, T., 2018. Examining the Effect of Marketing Mix Elements on
Customer Satisfaction with Mediating Role of Electronic Customer Relationship
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dimensions. Vision, 20(1), pp.9-23.
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Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
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Wieland, J., 2018. SME Marketing Mix Standardization in the B2B Market. Journal of
Management Policy & Practice, 19(1).
Yvci.com.au 2019. Home - Yarra Valley Ice Cream & Chocolaterie. [online] Yarra Valley Ice
Cream & Chocolaterie. Available at: https://www.yvci.com.au/ [Accessed 17 Jan. 2019].