BSBMKG608 - Sample marketing plan.docx - ‘Get in touch with...

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‘Get in touch with your dark side’MARKETING PLAN – December 201010 Chocolate ParadeMelbourne VIC 3001, AustraliaContact: Coco Jones
Table of Contents
1. Executive Summary............................................................................11.1 Business description....................................................................12. Situation Analysis...............................................................................22.1Market analysis.............................................................................22.2 SWOT analysis.............................................................................52.3 Competition.................................................................................62.4 Legislation and regulation..........................................................103. Marketing strategy............................................................................123.1 Mission.......................................................................................123.2 Marketing objectives..................................................................123.3 Financial objectives....................................................................123.4 Target marketing........................................................................133.5 Positioning.................................................................................133.6 Strategy pyramids.....................................................................143.7 Marketing mix............................................................................143.8 Product development.................................................................153.9 Marketing research....................................................................154. Financials, budgets and forecasts.....................................................164.1 Break-even analysis...................................................................164.2 Sales forecast............................................................................164.3 Expense forecast.......................................................................175. Controls............................................................................................185.1 Implementation milestones.......................................................185.2 Marketing organisation..............................................................195.3 Contingency planning................................................................19
1. Executive SummaryCopyright © 2010 Cocoa Delights Inc. All rights reserved.1
1.1 Business descriptionFounded in 2000, Cocoa Delights is one of the youngest gourmet chocolatemanufacturers in the industry. However we do not view our youth as aweakness, on the contrary, our youth is associated with our two mostvalued attributes: creativity and innovation.We dare to create the unconventional.Our team of master chocolatiers have been hand-picked from prestigiousconfectionary schools boasting centuries of chocolate expertise fromFrance, Switzerland, Belgium and Italy. Whilst we value the traditions ofthese schools, we place an even higher value on their passion forinnovation and enterprise.Cocoa Delights is the first company in Australia to process more than 10different types of cacao from several countries, selecting only the finestcacao beans available. With chocolate factories in the Yarra Valley wineregion of Victoria we currently manufacture and distribute exclusivehandmade, partly handmade and machine-made chocolate products.Copyright © 2010 Cocoa Delights Inc. All rights reserved.2
2. Situation AnalysisCopyright © 2010 Cocoa Delights Inc. All rights reserved.3
2.1Market analysisThe profile for Cocoa Delights customers consists of the followinggeographic, demographic and behavioural factors.Primary target marketDemographics:60% femaleapproximately 50% are marriedaged 25-55young and middle-aged professionals who work or live in inner city orsuburban areasBaby boomers, generation X and generation YHave attended university/TAFE and secondary school.average household income of $150,000.Lifestyle:prefer gourmet chocolate, in particular, premium European-style darkchocolatesearch for high-quality productsgenerally have busy lifestyles, and enjoy treating themselves to ‘a bitof luxury’prepared to pay for best qualitysuccess and career drivenoften purchases European chocolates from specialty food storesthey respond to advertising messages that centre around indulgence,are clever and well produced.

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Term
Spring
Professor
hasan
Tags
Marketing, COCOA Delights, Cocoa Delights Inc

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