Ghirardelli_BusinessProposal - PROPOSAL IMPLEMENTING...

Info icon This preview shows pages 1–4. Sign up to view the full content.

PROPOSAL: IMPLEMENTING INTEGRATED ADVERTISEMENT TO MAXMIZE TARGETED AUDIENCE, LEADING TO INCREASE SALES Prepared for ..................... Prof. Paul Beehler Written for ........................ Kacie Wills Written by ......................... Riz Teves Course Title ...................... BUS-100W-036 Date ..................................... 11/7/2016
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Overview This proposal expresses Ghirardelli Chocolate Company’s need for a more pronounced product presence within the chocolate market. We need to improve on target marketing to increase retail sales from our distribution to customers, other than our trade marketing to retail and supplying consumers. Utilizing integrated advertising will give us the desired effects: more brand recognition promises more customers buying, leading to more sales. Problem in Recognizing Brand When Marty Thompson became CEO and President of Ghirardelli Chocolate Company in 2011, sales growth increases every year at a 9.8% average rate, because the executive decided to focus more on trade marketing, such as getting other retailers to use our chocolates. It is stated within the parent company, Lindt & Sprüngli, 2016 annual report that we are “one of America’s fastest-growing chocolate companies”[Lin15], so how come customers prefer the standard? Table 1Values taken from Lindt & Sprüngli Annual Reports 2011-2015 Year Ghirardelli’ s Sales Growth 2011 10.5% 2012 9.6% 2013 9.2% 2014 12.5% 2015 7.1% Average Total 9.8% Ghirardelli’s product does not have enough presence within the chocolate market. According to a survey conducted by Nielsen, Ghirardelli has a market share of 9.5% within the chocolate companies with Hershey leading by 34.9% more [Her15]. Hershey’s may not belong within the premium chocolate segment like Ghirardelli, but it still portrays that people more often buy the standard chocolate than ours. There could be multiple reasons for it, but I believe it is because our brand is not recognizable enough as Hershey’s, thus we need to plan and implement target marketing strategies to boost our company’s notability nationwide. 1 Figure 1Market share of the leading chocolate companies in the United States in 2015[MSW16]
Image of page 2
Target Marketing Chocolate Lovers It is recommended that our marketing strategies should target all women who loves chocolate, especially premium chocolates. According to a survey released by MSW-ARS Research/The Brand Strength Monitor, it portrayed data that states 7.9% women prefer Ghirardelli chocolate compared to only 6.3% men that would choose it[MSW16]. The survey, conducted with 3,000 men and 3,000 women, had stated that “women prefer premium brands such as Godiva and Ghirardelli, but Men tend to prefer brands with lower price points such as Reese’s and Snickers”[Dem16]. Overall, our marketing strategies should encourage women to buy our chocolates and should give men ideas for gifting when special occasions occur, thus boosting our sales in retail.
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern