Marketing Analysis Of Haigh ' S Chocolate

Hershey’s and Cadburys are moving towards the premium chocolate market through the acquisition or upmarket launches (Zietsma, 2007). The profit potential present in this sector supported by its 20% annual growth rate make it very attractive for large organizations to come forward and avail this opportunity. There is a low threat of new entrants prevailing in this chocolate industry because of the high capital requirements and expected retaliation by current manufacturers. Current players in the industry also possess some barriers to entry for new entrants by maintaining economies of scales with their large production capacity and keeping their product differentiation with their specialized and novelty chocolate products. Even though there are low switching costs and easy access to distribution channels, but still the brand loyalty of the customers including the Rogers’ Chocolate itself make it harder for new firms to come into the competition.

Moreover, other market targeted by the company are those premium markets where there is high disposable income having high income level and would like to demand best quality products for self-consumption or for gift purposes.

The Hershey Company has become a model in logistics for their supply chain and how they manage it all. From the raw materials, through the manufacturing of the candy, to the distribution and transportation and finally to the stores that sell the candy, Hershey has one of the most successful models of supply chain management out there to see. It really is amazing how a company can bring all of the elements that are needed to make candy, and be so good at every step. There are several things that make this company stand alone in high regards to the logistic performance they exude. The first thing is that Hershey has developed good relationships with their suppliers. They have also created ways to help the communities that they are a part of,

Haigh 's Chocolates is an Australian confectionery industry organization offering astounding chocolate and related items to clients in South Australia, Victoria and New South Wales. The organization is situated in Adelaide, South Australia, where it was established in 1915 by Alfred E. Haigh. Haigh 's behaviors free voyages through its manufacturing plant on Greenhill Road. Alfred E. Haigh was conceived in

Haigh’s initially started with advertisements to introduce themselves to the customer. They are using the line in their websites “Sourcing the Best” which is a kind of promoting brand recall, as they are bringing in the raw cocoa beans from different countries and are UTZ certified. They are using the slogan ‘Handmade at Haigh’s’ is another way of making people aware about their unique style of preparing chocolates. They are now using television ads, facebook, twitter, online marketing through internet (Smith, 2013) and also Haigh’s shops are designed in brown and gold where the products are beautifully displayed like ‘valuable jewels’ (The Hungry Australian, 2011). Moreover Haigh’s is using the strategy of ‘Unique Selling Proposition ads’ as they are telling the customers that ‘Haigh’s uses the best certified cocoa beans and biodegradable packaging’ to make their products unique from other chocolate brands and also catering it towards sustainability issues. Customers have also the chance to order online as their website is beautifully designed to be user friendly and delivery is made efficiently after ordering. The website contains all sorts of chocolate designs and tastes to choose from. Moreover the public relations team are using the brand name of Haigh’s with different animals that are on the verge of extinction like Bibly, Giant Panda etc. Recently they have joined hands with Wellington Zoo for the rehabilitation of the brown Kiwi where the customers can contribute by purchasing a kiwi shaped chocolate (youtube, 2010). They are also effectively endorsing their brand in cooperation with different hotels like Four Seasons Hotel Sydney where they presented their products on the occasion of Easter (Four Seasons Press,

The basic characteristics of the marketing concept that could be identified in Clare’s Chocolates are as follows:

Haigh’s Chocolate provides quality products and service throughout Australia and make sure to produce only the best raw materials from

Most of the cost and benefits related to Cocoa delights involve where they spent their marketing budget. In total Cocoa Delights spent $280,000 on marketing including, radio and TV advertisements, on the internet, in magazines, in-store promotions, and through AdSense and AdWords on Google. Alone $60,000 was spent on radio advertising which wasn’t initially in the budget plan, but there was big pay off. A customer loyalty list of 34,500 was achieved and through surveys 58% of their target market recognised the brand of Cocoa Delights. Another cost and benefit example, can be seen in the strength Cocoa Delights has in their facilities. They provide an exceptional experience for their guests, creating a very pleasant atmosphere to shop. They have great presentation and displays, bright, vibrant lighting, and great customer service. The investment Cocoa Delights places in the quality of their chocolate can also be related to cost and benefit. By sourcing local

Haigh’s has always given world class experience of chocolates to its customers without compromising with quality. This has obviously proven to be another great strength of the company. The reputation and positioning of the family business in the market is another strong point. Innovation of the company lies in its concept of factory tours by its customers which brings in customer’s awareness and a sense of reliability. Internally seeing, the senior management of the family business is its strength as the love and affection for the business is in the blood of Haigh’s managing

‘’organisations exist and function within society and consequently are subject to a variety of social influences. These influences, which include demography, social class and culture, can change over time and affect both the demand and supply side of the economy. Marketing organisations recognise and make use of these factors when segmenting markets for consumer goods and service’’ Worthington, I (2009) p.135.

After a thorough analysis of Apollo Foods business situation, a decision plan regarding the launch of a new chocolate product for its new branch acquisition Montreaux Chocolate USA has become clear. This decision plan is based on the following key challenges and marketing issues that need to be addressed. These challenges and marketing issues can be best summed up by a decision on what brand the product will be home to, whom the product will be marketed to, the ingredients and formulation of the product, the packaging of the product, can the product perform well enough in a sales forecast plan to exceed a $30 million dollar hurdle rate, and finally to launch or to test market the product. After reviewing Apollo Food’s data, their market research findings, and sales forecasts. A decision plan that addresses all of the key issues and marketing points has been created and will be

Research has proved that humans have been consuming cocoa for over 2600 years from once upon a time being used as currency to becoming serious pirate loot to being the key ingredient along with sugar in producing chocolate today.

SWOT Analysis Strengths High Quality Products Strong brand image Attractive Packaging Tours to the factory Weaknesses Premium pricing Lower market share Opportunities Market development Diversification strategy in their product line Developing of kiosk marketing Change in marketing mix strategies Threats Awareness about health consciousness among the young people. Increased competition Good quality maintenance is a challenge Strengths- 1. High quality means the raw cocoa beans extracted from the UTZ certified plants from different parts of the world and it is hand wrapped which increases the features of the chocolates. 2. Strong brand image refers to the different ways they are making and promoting their products and engage in sustainable practices has turned Haigh’s very popular.

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are CadburyDairy Milk, 5 Star, Perk,

The purpose of this report is to identify, analyse and evaluate the marketing factors that Whittaker’s has adopted in attempts to position themselves as a top-quality chocolate confectionery brand. In addition, this report would also be an aid to the major assignment in terms of developing detailed plans with marketing factors, data and facts.