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Appendices
Appendix 1: Cocoa Delights media plan
10 Chocolate Parade
Melbourne, VIC, 3181, Australia
Phone: 12 3456 7890
Fax: 12 3456 7890
Email: mediaplanning@cocoadelights.com
Website: www.cocoadelights.com
Contact: Coco Jones
Table of Contents
Executive
Summary ..................................................................................................
...... 117
Business
description ..........................................................................................
..... 117
Vision for the
future .................................................................................................
117
Business
goals/mission .......................................................................................
... 118 Business
philosophies/identity ...........................................................................
.... 118
Main
objectives ............................................................................................
............ 118
Situation
Analysis ....................................................................................................
....... 121
Marketing
analysis ...............................................................................................
.... 121 Customer
analysis ...............................................................................................
.... 123
Product benefits and unique selling
proposition ................................................... 125
Competitive
analysis ...............................................................................................
. 126 SWOT
analysis ...............................................................................................
........... 130
Legislation and
regulation .......................................................................................
131
Advertising
Analysis ....................................................................................................
.... 132
Advertising
strategy ...............................................................................................
.. 132
Media
Strategy ....................................................................................................
........... 134
Marketing
analysis ...............................................................................................
.... 134
Marketing
schedule ..............................................................................................
... 136
Media
Budget ......................................................................................................
........... 139
Campaign Evaluation
Strategy ...................................................................................... 140
Executive Summary
Business description
Founded in 2000, Cocoa Delights is one of the youngest gourmet chocolate
manufacturers in the industry. However we do not view our youth as a
weakness, on the contrary, our youth is associated with our two most
valued attributes: creativity and innovation.
We dare to create the unconventional.
Our team of master chocolatiers have been hand-picked from prestigious
confectionary schools boasting centuries of chocolate expertise from
France, Switzerland, Belgium and Italy. Whilst we value the traditions of
these schools, we place an even higher value on their passion for
innovation and enterprise.
Cocoa Delights is the first company in Australia to process more than ten
different types of cacao from several countries, selecting only the finest
cacao beans available. With chocolate factories in the Yarra Valley wine
region of Victoria we currently manufacture and distribute exclusive
handmade, partly handmade and machine-made chocolate products.
The Dark Decadence range has recently been expanded and now gives
dark chocolate connoisseurs the choice of 70%, 80% and 90% cacao
content and allows dairy intolerant customers, vegans, organic eaters and
those on strict, low G.I. diets to partake in the delightful indulgence they
may have previously thought was off limits.
Business goals/mission
Business philosophies/identity
Cocoa Delights wish to offer Australians the opportunity to enjoy chocolate
of the quality usually associated with Swiss and Belgian brands whilst
feeling secure in the knowledge that Cocoa Delights is committed to
upholding fair trade practices and supporting sustainability both within
Australia and internationally. By combining innovation, creativity and
artisan expertise Cocoa Delights will achieve customer satisfaction levels
which surpass its rivals. Cocoa Delights will use state-of-the-art production
equipment and more than ten different varieties of fine cacao from several
countries including Papua New Guinea, Ghana, Brazil and the Dominican
Republic, so as to guarantee high-quality chocolate production. Our
corporate philosophies are reflected in our customer-oriented management
and operations, providing excellence and ensuring uncompromised quality
in our products and services. The ongoing effort to expand our existing
market and create new markets as well as our continuous research and
development, fosters positive growth through diversification.
Main objectives
Business objectives:
1. To increase revenue by 6% yearly over the next 3 years.
2. To become the gourmet chocolate market leader within 5 years.
3. To become established as the national retailer of choice for chocolate
connoisseurs within the next 3 years.
4. To increase our share of the dark chocolate market by 15% over the
next 3 years.
Marketing objectives:
1. To increase awareness of the Cocoa Delights website.
2. To increase Facebook friends by 10%.
3. To increase followers on Twitter by 10%.
4. To expand marketing reach.
5. To increase brand name recognition.
6. To establish Cocoa Delights as Australias most respected chocolate
maker.
Advertising objectives:
1. To exceed company growth targets in the next 12 months.
2. To achieve 1 million hits on the Cocoa Delights Get in touch with your
dark side microsite by the end of the campaign.
3. To receive at least 500,000 responses to our campaign emails by the
end of the campaign.
4. To optimise the penetration of target customer groups and markets.
5. To increase brand awareness for Dark Decadence by 10% amongst
the target audience in one year.
6. To inform existing Dark Decadence customers of changes in the
product range.
7. To communicate the health benefits of the Dark Decadence chocolate
products.
8. To persuade at least 30% of potential customers emailed to purchase
a product from the Dark Decadence range.
9. To persuade at least 15% of our main competitors customer base to
switch brands.
Geographical markets
The primary market will be inner city and suburban areas
throughout Australia in order to capitalise on the shopping centres
and local hubs of the major Australian cities (Brisbane, Melbourne,
Perth, Sydney and Adelaide).
Situation Analysis
Marketing analysis
Marketing strategy
Cocoa Delights is committed to becoming the leader in the Australian
market for premium quality chocolate and maintaining a company culture
which breeds continuous improvement. We have established a solid
stronghold in the rapidly growing healthy chocolate arena and are poised
for growth. Our aim is to become the national retailer of choice for
chocolate connoisseurs within the next three years. Our mission is to
provide Australian consumers with the highest quality chocolate on the
market whilst maintaining the promise to trade fairly with both local and
overseas suppliers and promote sustainable behaviour along the supply
chain and reducing the environmental impact caused by our production
and distribution processes.
Marketing objectives
1. Improve Cocoa Delights website awareness.
2. Increase Facebook friends by 10%.
3. Increase followers on Twitter by 10%.
4. Expand marketing reach.
5. Increase brand name recognition.
6. Establish Cocoa Delights as Australias most respected chocolate
maker.
Financial objectives
1. A double-digit growth rate for each future year.
2. Continue to increase our gross profit margins.
3. Continue to decrease the variable costs associated with chocolate
production.
Positioning
We have positioned ourselves in the market as an up-market provider of
gourmet chocolates and chocolate products we provide chocolates of
European quality. Cocoa Delights is a contemporary, innovative and
customer-focused company that provides enormous variety and choice,
especially in healthy and eco-friendly alternatives. Australian chocolate
connoisseurs recognise the unique value of Cocoa Delights.
Cocoa Delights positioning takes advantage of these strengths and pivots
around two central priorities:
Strategy pyramids
Our principle objective is to position Cocoa Delights as the leader in the
Australian market for premium quality chocolate, increasing our share in
the dark chocolate market by 15% over the next three years. The
marketing strategy will aim first at creating customer awareness for the
Dark Decadence product line, and then develop that customer base and
work towards building a loyal customer base and referrals.
Cocoa Delights will seek to communicate the message that we offer the
highest quality chocolate available and the largest range of dark chocolate
varieties in the country. This message will be communicated through a
variety of methods:
1. A mini-movie advertisement heavily inspired by the Twilight books is
central to this advertising campaign. This advertisement features a
beautiful young woman, Coco, who must choose between two men
competing for her affections. In the advertisement Coco must choose
between Eric, her vampire boyfriend, and Paul, her lifelong friend.
During the advertisement Eric gives Coco a piece of Dark Decadence
chocolate and as she eats the chocolate an eclipse of the moon takes
place.
2. The catchy slogan Get in touch with your dark side will be used in all
of the advertisements.
3. A new concept for the branding will be incorporated into the
campaign. This will include new packaging design and marketing
material (promotional packs, pamphlet, ingredients chart, etc.).
4. A Get in touch with your dark side microsite will be established.
Online advertising and an email campaign will direct people to the
campaign microsite, located at yourdarkside.com. Once customers
enter the microsite they are invited to identify all the benefits of
eating dark chocolate in order to enter the draw to win a years
supply of Dark Decadence chocolate. The microsite is user-friendly
and includes detailed product information, manufacturing
BSBMKG501B Identify and evaluate marketing opportunities 2 nd edition version: 2 2012
Innovation and Business Industry Skills Council Ltd Page 9 of 139
Marketing Mix
Cocoa Delights marketing mix has the following approach to pricing,
distribution, advertising and promotion, and customer service.
Pricing: the product cost is 40% of the total retail price.
Distribution: Cocoa Delights chocolate products are distributed
internet and in the press will form the foundation of Cocoa Delights
advertising and promotion effort.
Customer service: Cocoa Delights philosophy is that every customers
Customer analysis
suburban areas
families, couples and singles
Baby Boomers, Generation X and Generation Y Have attended
Lifestyle:
prefer gourmet chocolate, in particular, premium European-style dark
chocolate
search for high-quality products
generally have busy lifestyles, and enjoy treating themselves to a bit
of luxury
prepared to pay for best quality
success and career driven
often purchases European chocolates from specialty food stores
they respond to advertising messages that centre around indulgence,
Geographics:
they live and work in inner city or suburban areas of Sydney,
Lifestyle:
search for products they judge to be healthy: low fat, low calorie, low
sugar
30% have food intolerances (dairy, gluten, etc.)
20% are vegetarian or vegan
30% prefer to buy organic foodstuffs
prefer to support brands that they believe are socially responsible
aware of the health benefits of dark chocolate, including its anti-
oxidative properties
success and career driven
they respond to advertising messages that emphasise the ethical,
Geographics:
they live and work in inner city or suburban areas of Sydney,
Competitive analysis
Competitive position
Element
Customer base
Facilities
Reputation
Location
Accessibility
Client proximity
Parking
Visibility/signs
Product mix
Selection
Price/quality
Benefits
Appearance
Interior
Exterior
Marketing
Communication
s
Coverage
Consistency
Competitive position
Element
Service
Operating
hours
Speed and
quality
Friendliness
Competitor comparison
Element
Cocoa
Delights
Green &
Blacks
Lindt
General
Customer base
Facilities
Reputation
Product mix
Selection
Price/quality
Benefits
Competitor comparison
Element
Cocoa
Delights
Green &
Blacks
Lindt
Appearance
Interior
Exterior
Marketing
Overall quality
Consistency
Materials
Presentation
Location
Accessibility
Parking
Proximity to
customers
Visibility/signs
Service
Operating hours
Friendliness
Lindt
Lindt is currently the market leader in the Australian market for
premium quality chocolate, offering a large selection of products.
It has a very strong reputation as one of the most innovative and creative
companies making premium chocolate. Another threat to Cocoa Delights is
Lindts huge international advertising budget. We cannot currently compete
with their marketing expenditure. The Lindt chocolate cafs are more
attractive and impressive than our stores and Lindt products are sold in
more supermarkets and department stores that Cocoa Delights. Lindt
currently has 30% market share of the Australian Gourmet chocolate
market.
low G.I.
products (Lindt does not currently market any of their products using
these selling points)
Cocoa Delights must heavily promote the fact that we are Australian
owned as this is the main advantage we have over Green & Blacks
Cocoa Delights prices are generally lower than those of Lindt
products
Cocoa Delights must also make their fair trade and sustainable
practices a key part of their marketing message as Lindt does not use
this point in their campaigns We use a certified organic supplier for
our organic product named Dark Green.
Other competitors in the fair trade chocolate market include:
Alter Eco
Cocolo
Oxfam Haighs
Koko Black.
SWOT analysis
Strengths:
Australian made and owned
Opportunities:
economic downturn: in an
economically depressed
environment consumers often
change spending habits
Delights stores.
Weaknesses:
Threats:
to international brands
young company not as strong a
food industry.
Market share %
Cocoa
Delights
Lindt
Green&Black's
Other
Beverages
Advertising and Marketing Communications Code
Internet Advertising Networks of Australia (IANA) Code of Conduct
Advertising Analysis
Advertising strategy
Media mix and product awareness goals
Over the past 10 years, we have seen an increase in the advertising and
promotion expenditures from 10% to 20% of the annual turnover. We hope
to continue this growth by:
exceeding company growth targets in the next 12 months
achieving 1 million hits to the Cocoa Delights Get in touch with your
Media mix
1. Print (magazines/newspapers): 15%
2. TV: 40%
3. Radio: 15%
4. Digital/internet: 15%
5. Marketing collateral: 10%
6. In-store promotions: 5%
by:
distributing pamphlets about Dark Decadence
setting up in-store promotions
displaying the breadth of the Dark Decadence range on TV
advertisements discussing the entire Dark Decadence range
during radio advertisements.
Persuade at least 15% of our main competitors customer base to
Media Strategy
Marketing analysis
Media vehicles to reach target audience
1. Marketing material. New brand and packaging design (promotional
packs, pamphlet and ingredients chart). This media vehicle will inform
the target audience of the range of Dark Decadence products
available and communicate the quality of the chocolate to these
customers.
2. Get in touch with your dark side microsite and email campaign.
Some of the people in our target audience may not have access to
marketing material provided in-store and they may prefer online
media to newspapers or other traditional media vehicles. This tactic
will ensure that the media preferences of everyone in this target
market are addressed.
3. Online social media communications such as Twitter and Facebook.
This is for the younger segments of our target audience who use
social networking tools heavily. Research has shown us that this
segment makes up around 50% of our target audience. Many of these
people may not be largely exposed to other media vehicles.
4. Newspapers, including The Age, The Sydney Morning Herald, The
Brisbane Times, The Advertiser and The West Australian. This media
vehicle is excellent for reaching local markets. By using the
newspapers listed above we will be able to specifically focus on the
target market as we have ascertained that the majority of the
audience live in Melbourne, Sydney, Adelaide, Perth and Brisbane.
5. Online advertisements on the above newspapers websites and, of
course, the
Cocoa Delights website, as well as the Google optimisation tools
Adsense and AdWords. The majority of our target audience has daily
exposure to online advertising. This media vehicle will allow us to
broaden our reach in this target market.
6. Advertisements on TV. Channel 10 during MasterChef, channel 7
during My Kitchen Rules. These appeal to a segment of the target
audience that watches programs related to cooking and gastronomy.
7. Advertisements on mainstream radio stations including Fox FM,
2DayFM, B105, SAFM, 92.9. By using the radio stations listed above
we will be able to specifically focus on the target market as we have
ascertained that the majority of the audience live in Melbourne,
Sydney, Adelaide, Perth and Brisbane.
8. In-store promotions, providing free samples and tasting sessions. Our
research has found that 30% of the target audience makes the
decision to purchase our products once they are in-store.
BSBMKG501B Identify and evaluate marketing opportunities 2 nd edition version: 2 2012
Innovation and Business Industry Skills Council Ltd Page 24 of 139
Marketing schedule
INSERTION/BROADCAST DATES
RY
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BRU
JA
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5 12 19 26 5 12 19 26 2 9 16 23 304 14 23 30 4 14 23 29 4 14 23 29 5 12 26 5 12 265
TV
Channel
10
2 min
minimovie
Channel 7
2 min
minimovie
Radio
FoxFM
30
seconds
2DayFM
30
seconds
B105
30
seconds
SAFM
30
seconds
92.9
30
seconds
INSERTION/BROADCAST DATES
RY
RY
A
A
U
BRU
BSBMKG501B Identify and evaluate marketing
opportunities
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2012 Innovation and Business Industry Skills Council Ltd
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Print
Womens
Day
Half page
Womens
Weekly
Half page
Womens
Health
Half page
The Age
Half page
Sydney
Morning
Herald
Half page
The
Brisbane
Times
Half page
The
Advertiser
Half page
The West
Australian
Half page
INSERTION/BROADCAST DATES
RY
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BRU
JA
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Digital/online
Campaign
microsite
In-store
promotion
2nd edition version:s2
Page 136 of 139
direct
email
Facebook/
Twitter
banner
(pay per
period)
Other
online
advertisin
g banner
(pay per
period)
Media Budget
Media
Cost (AUD$)
TV
Mini-movie commercial Production
300,000
Channel 10
960,000
Channel 7
960,000
Radio
FoxFM
300
2DayFM
300
B105
300
SAFM
300
92.9
300
Print
Womens Day
180,000
Womens Weekly
180,000
Women's Health
180,000
The Age
12,000
12,000
12,000
The Advertiser
12,000
12,000
Digital/online
Campaign microsite development
10,000
In-store promotions
7,000
Direct email
1,000
50,000
50,000
Total
2,939,500
Evaluation
The media plan will be reviewed at the end of each month using the measures
specified above. The media plan will be adjusted accordingly throughout the
campaign period.
2nd edition version: 2 BSBMKG501B Identify and evaluate marketing opportunities Page 138 of 139
2012 Innovation and Business Industry Skills Council Ltd
Student Workbook
Appendices