Working closely in this area with the joint venture

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before break-even sales levels are secured. Working closely in this area with the joint venture partner should open doors to established marketing channels that will ensure the achievement of this target. Legal agreements with Haigh’s Chocolates, covering a Cocoa Delights veto right, will ensure that all marketing is conducted in a clearly defined ethical and legislative compliant way. The following notes are from your Haigh’s Chocolates proposal review: Haigh’s Chocolates overview: Mid-sized operations of only a few stores per city. Haigh’s sell chocolates at mid ranged prices. No imported goods. Extensive advertising. Medium to high quality product. Currently has stores in Melbourne, Sydney & Adelaide. Strong in the replacement segment rather than new and refurbished dwellings. view themselves as operating in different market segments within the same industry. Haigh’s already understands the markets in the three established capital cities, and are looking to open a few stores soon in Brisbane. They have the necessary contacts for essential services and council/ state government compliance issues. There may be a conflict of interest between what is good for Haigh’s and what is good for Cocoa Delights. The rollout to 100 stores is expected to take 5–7 years. Advertising would be cheaper, given that they already access media via extensive advertising for Haigh’s Chocolates. Joint brand advertising could be conducted because the market segments are complimentary rather than competitive. Customers could enjoy greater access to all of the product groups, including the cheaper range of chocolate. Association with a mass producer could impact negatively on Cocoa Delights’ premier reputation for quality chocolate. Haigh’s Chocolates will help establish Cocoa Delights’ brand awareness with access to low-cost combined media buys in other capital cities. BSBMKG608 Assessment 3 Version: v18.0 Page 27 of 28 Developed by: Nortwest Pty Ltd Approved by: AM Issued: November 2017 Review: November 2018
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Haigh’s Chocolates will share advertising space on billboard, advertising and PR articles. Concerns over Haigh’s Chocolate’s past advertising practices. Joint industry-wide promotions will allow Cocoa Delights to establish early traction in its goals for market share in other capital cities. BSBMKG608 Assessment 3 Version: v18.0 Page 28 of 28 Developed by: Nortwest Pty Ltd Approved by: AM Issued: November 2017 Review: November 2018
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  • Spring '17
  • Nortwest Pty Ltd

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