1. Target market, objectives and positioning strategy
Chocolate is most popular item in UK especially among children’s because it is rich source of nutrients and calories. Attractive shape, size and taste of chocolate makes it a lovable treat. A market survey done in Great Britain revealed that 91% females consumes chocolate products whereas male consumes 87%. But over the few years trend in chocolate market is changing, consumers are more concerned about content of chocolate and its healthiness. People are ready to pay extra for premium and high quality products.
Al Nassmacamel is a luxury branded camel milk chocolate, will offer healthy and good candy choices for children, youngsters or customers of any age group with variety of flavors. Al Nassmacamel Company is planning to set up 5 outlet in initial stage. Hamilton Pl London is key target area where they are establishing first outlet and then they will expand to other significant places among London. Another plan is to offer camel milk chocolate products through other luxurious branded shops like Harrods and Selfrages. It will help to distribute the products in consistent manner without much difficulty. Al Nassmacamel Company’s target in first year is to sell more than 70% of their products via own outlet or with help of branded shops and to acquire 40% market share of luxury chocolate products.
2. Marketing mix strategies
According to survey conducted in 2010, chocolate industry in UK is dominated by four major firms Cadbury, Mars, Nestle and Kraft acquiring 75.5% market share. However over the time consumer choice and taste is changing towards premium and high quality chocolates. Because of this premium chocolate segment is now fastest growing part of this industry. An...
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... in First Year
4. Evaluation plan
Chocolate market in UK is very competitive, therefore we are focusing on innovative techniques so that consumer will get ecofriendly and healthy product at affordable cost. We also make sure quality assurance in production.As our competitors has very strong base, we are going to offer chocolate products through other luxurious branded shops like Harrods and Selfrages. Al Nassmacamel isgoing to set up five Al Nassmacamel outlets among London city areas.
To understand response aboutAl Nassmacamel products, we will be conducting market survey by interacting with wholesalers, distributors and consumers. This will happen every month. Along with this, product wise monthly sales report will be generated to calculate average sale per month. It will assist us to monitor difference between actual sale and estimated sale.
5. References
While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3). If chocolate continues grow popular in Asia, it stands to become even more lucrative.
Coe, Sophie D., and Michael D. Coe. The True History of Chocolate. 2nd ed. New York: Thames and Hudson, 2007. Print.
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
The aim of marketing is to develop customer relationship which evaluates and satisfies need of customers. Marketing also covers aspect of pricing, channels through which products are placed, its distribution, promotion and communication programs to create brand awareness. Over the years, Hershey’s company used considerable ways that enhanced their rela...
Hershey’s takes advantage of many different types of advertising. Television commercials and ads are very common. Sponsorships is also another very common way Hershey advertises. Hershey sponsors everything from ice skating shows, to racecars. The Hershey Food Corporation is very competitive so they need this type of advertising. However, the only other major corporation to compete with is Mars. The chocolate industry is diffidently not pure competition. Mars and Hershey’s form an oligopoly. Hershey’s has so many different kind of products that they have a lot of competition. The company has branched out to where they’re not only competing against other chocolates but also for fruit candies, and baking chocolate and chocolate drinks as well. The fact that so many products are offered, extends the corporation to different divisions. Mexico and Canada have manufacturing plants. Seventeen manufacturing plants include Hershey, Pa (Hershey plant, Reese plant, West Hershey plant0, Hazleton, PA, Lancaster, PA, Memphis, Tenn., Naugatuck, Conn., New Brunswick, NJ, Oakedale, CA, Palmyra, PA, Reading, PA, Robinson, Ill., Stuarts Draft, VA, Wheatridge, CO, Dartmouth, Nova Scotia, Montreal, Quebec, Smiths Falls, Ontario, and Guadalajara, Mexico.
Before Milton Hershey had a world wide known chocolate business, he had a small, not so well known caramel business. Milton Hershey began his chocolate making business in 1893, when his father and him traveled to Chicago to attend a big job fair (Tarshis 14), but it wasn’t until 1900 when Hershey succeed in making the first milk chocolate candy bar (The Hershey Company). Hershey attended an exhibit hall of new and amazing inventions around the world at the fair in Chicago. As Hershey walked into the exhibit hall, he was struck by a delectable smell (Tarshis 14). “Hershey was already a leading candy maker. He had created the largest caramel factory in the country, but he became convinced that the future of his business would be chocolate. At the fair in Chicago, Hershey Bought chocolate-making equipment. He had it shipped back to his caramel factory in Pennsylvania. Then he hired two chocolate makers. Soon the company was churning out chocolate candies in more than 100 shapes” (Tarshis 15).
Marketing is that broad area of business activity that directs the flow of services provided by the carrier to the customer in order to satisfy customers’ needs and wants and to achieve company objectives. Marketing is more than selling: it involves a number of business activities, including forecasting, market research and analysis, product research and development, price setting, and promotion, including advertising. Marketing also involves the finance activities such as credit and collection that are associated with ticket sales. Marketing is customer oriented…Without marketing and sales, there would be no airlines. (p. 274)
Chocolate companies changed from minimal production to massive manufacturing. Thus, targeting different market segments that weren’t possible to reach due to the high cost of the good. The market was able to shift because of the industrialization process that includes several innovations, such as van Houten’s process, this allowed a broad production and distribution of chocolate that spread around the globe.
The lilac brand stands for: “originality, cosines and security and high spirits”. ("Brandora lizenzbranche," 2014) With its 250 employees and 125 million of bars sold, Milka is the leader with the milk chocolate and realize 11,6% of market share (2010). ("Choc'n Blog," 2011) In 2012 Milka and the other chocolate brands brought to Mendelez International Inc. 27% of the total profit.
Chocolate is a sweet food preparation made of cacao seeds in various forms and flavors. It has large application in the food industry and can be consumed either as a final product or as a flavoring ingredient for a great variety of sweet foods. Its primary ingredient – cacao, is cultivated by many cultures in Mexico and Central America as well as in some countries in West Africa, such as Cote d’Ivoire.
This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. The purpose of market research is to ensure that a businesses focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is able to be successful at all stages of the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors influencing their products. Political and legal regulations, socio-cultural trends, economic shifts and the natural environment all impact a consumer’s decision making process and in turn the necessary actions of the businesses. Additionally, there are various demographic, geographic, behavioural and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a marketplace and are analysed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146).
The aim of this report is to present and critically estimate the market strategies of an international and a local chocolate manufacturer in Austria. The analysis is carried out in three stages – macro-environment (PEST analysis), micro-environment (Porter’s Five Forces Model) and company comparison (SWOT analysis). In the end, recommendations are given for the local brand Wiener Schokolade König.
Cocoaland Holdings Berhad is a money investment company. It was established on 8 October 2004 and the founder is Dato’ Azman Bin Mahmood. Besides that, this company is located in Rawang, Selangor. Moreover, it also is a main market for consumer product industry. They sell chocolates, wafers, soft drink, nuts, jelly, fruit gummies, jelly cups, crackers, hard candies and etc. It also distribution of various kinds of beverages, import and export other products such as gummies, trading and preserved foods and foodstuffs in Indonesia, Malaysia and the People’s Republic of China.
Abby Willow once said, “The average American adult consumes 11.7 pounds of chocolate every year- that's the weight of about 6 pairs of shoes!” With so much consumption of chocolate by Americans, it is crucial for the numerous brands to advertise their products in a manner that could potentially dominate their competition in sales. There are endless ways for a company to draw the attention of an audience in order to take over the competition of chocolate sales. Advertising is a key aspect as to how successful a brand may be when compared side-by-side to a similar product. While Snickers and Reese’s Peanut Butter Cups are similar, they are also different; the differences are significant because they demonstrate how some competitors choose to go above and beyond for their advertising while others opt to take a route that is of a more simplistic nature.
This means that each party can make choices. However in chocolate manufacturing one of the parties is often a large multi million dollar corporation and the other is a small farming company. Concern about the impact of this on small primary producers in developing countries lead to the Fairtrade agreement which Cadburys is a part of. By signing up to the Fairtrade agreement Cadburys agree to buy cocoa at a certain value. Last year Cadburys sold over 7 million chocolate products made with Fair Trade cocoa and this supported 65,000 jobs in