Essay Marketing Research on Whittaker's

With the increasing trend in healthy diet preference, the underlying drivers of change of competition in premium chocolate industry at the strongest level are the buyers’ preferences for differentiated, refined products, instead of standardized ordinary products that are no longer demanded. In addition, baby boomers - generation with their disposable income are spending a lot on high quality premium chocolates.

Industry Analysis: Cadbury Schweppes (CS) is comprised of a global confectionery and beverage company. For the purpose of this case we will maintain our focus on the confectionery business and the assessment of adding to their sugar confectionery portfolio. CS is number three in the beverage business but see the opportunity to become the largest confectionery in the world. The categories are chocolates, sugar and chewing gum. At this time Adams is the number two sized in the gum business. This industry operates on “bigger is better in confectionery”. Their strategic discussions and ambitions appear to stay true, in mentality, to this mantra. This mantra could be potentially dangerous to the business. CS had a presence in over 70

A number of factors have contributed to the success and problems faced by Thorntons up until 2003. Over the years, the company seems to have lost focus on its original strategy based on product differentiation and spread itself too thin in pursuit of multiple objectives. It is clear that the values on which Thorntons was originally founded were the principal reasons for the company’s initial success in Britain. From the very beginning, a combination of the quality ingredients that Thorntons had used and the manufacturing expertise it had developed for its core products were the key reasons for its success. Indeed, upon originally launching itself in the United Kingdom’s confection industry, Thorntons succeeded in positioning

The Hershey Company is famously known for being the biggest manufacturer of chocolates and confectionery products in USA, having hired over 15,000 employees worldwide and exporting their products to ninety different countries over the world. The Hershey Company has several popular brands, some of most notable ones being Hershey s Chocolate Bar, Kit Kat, Hershey s Kisses, Reese s, York Peppermint Pattie, Rolo and Krackle Bar. With the help of these brands, Hershey gained success and popularity making the company s net , worth over $4 billion dollars. Hershey s products include chocolates, confectioneries, food and beverage related products such as baking ingredients, toppings etc. The company lives by its mission statement,

* The global chocolate confectionary market till around 2008 was dominated by 9 multinationals namely Cadbury, Ferrero, Hershey, Kraft, Leaf, Mars, Nestle, Warner-Lambert, Wrigley

Day Chocolate ltd.’s main strategic aim is to bring premium quality fairly traded chocolate to the mainstream British market to raise awareness of Fairtrade. Cacao growers in Ghana own one third of Day Chocolate ltd and are represented in the Board of Directors. With cooperation of Kuapa Kokoo, the cocoa growers can actively take part in the leadership and

Target consumer: Well educated Males and Females aged 25-39. They are the greatest consumers of chocolate in Australia. Mainly people with a healthy lifestyle, who prefer to eat organic food. Middle to upper class people, living in big cities, with high income they use to buy high quality and organic food. They want to live new and exciting experiences. They want to feel adventurous but often they can’t due to family, work etc. They buy products that make them live a new experience, help them finding pleasure and raise their self esteem. Buying ‘Fair Trade’ and organic products makes them feel like they have the power to change the world for the better, thus giving them a sense of accomplishment. The idea of freedom is important to them and they want to feel special and unique: they want to stand out from the crowd and they strive to project a strong, free and

Every time you enter a grocery store to pick up whatever items you need for that week there is always that one treats at the end of your shopping experience waiting for you, chocolate. There’s dozens of different types of chocolate bars that are there for your choosing. From Hershey’s, to M&M’s and even mixed peanut butter chocolate treats. All of these chocolates are even conveniently low priced for your affordability, after all its only chocolate. The thing most people don’t know is that this chocolate isn’t just produced in some factory in America and shipped to your local grocery store. America alone consumes 2.8 billion pounds of chocolate a year. Farming the cocoa is a struggle for workers, these workers aren’t properly noursihed, they’re going to wars within their country, being underpaid and worst off all some of these workers are slaves. The process that goes into the production of a chocolate bar is very laboring and most of the western world doesn’t know how hard people are working to deliver them they’re favorite treat.

A large number of the total revenues made by confectionery companies alleviate from revenues by big supermarket chains. Retailers are continually focusing their efforts on price and as such this is a key concern of many manufacturers due to margin deterioration. There is also a growth in supermarkets own private label confectionery products. With these items becoming largely available and at a lower cost this could have effects on demand for branded confectionery

The five external drivers for this industry are demand from chocolate, per capita disposable income, Per capita sugar and sweetener consumption, price of sugar, and trade-weight index. These five factors have a direct impact on competitors in the industry, this level of competition makes barriers to entering the market medium and

Chocoberry is an established company that is involved in creating healthy chocolate candies for the health-conscious consumer in ages 25 - 45 in the United States. A business plan to how Chocoberry would be able to distribute the product to the customers has been drafted along with a variety of alternatives to distributing the product to the customer. Another important factor that has been covered is the delivery processes. It should be noted that chocolate candy is being developed by technical departments. The key players involved in the paramount decisions regarding the direction of Chocoberry are Candy Marshall, VP of Marketing; Terry Hersch, VP of New Product Development; and finally, Bill Ferrel, Director of Distribution. One important factor in regards to Chocoberry is that this company has never offered retail chocolate products to consumers. It has been stated that there are logistical considerations – such as the relationships with retail outlets and the variant expedience of the distribution. As an independent consultant, my objective is to create and evaluate this company’s alternatives, provide a report, and even craft at least three possible distribution options for Chocoberry’s new venture.

According to the World Cocoa Foundation, 5 to 6 mln cocoa farmers and 40 to 50 mln people in total depend on cocoa for their livelihood. The dependence of the West African nations on cocoa production, combined with the fluctuating prices of cocoa which depend on many factors such as oversupply, adverse weather and tree disease put a lot of people at risk. Therefore, some measures are taken to enable farmers to be more self-sufficient. Some sustainable growing methods include growing cacao in shade and use of low-cost bio control measures to cultivate the trees and allow farmers to harvest fruit and meat, build shelters, procure fibers for weaving and produce enough cacao and other products to supply income for the family. The global chocolate and cocoa industry also provides assistance to help farmers produce more income and security through conducting on-the-ground programs in cocoa-growing regions. For example, farmers are now earning between 20 percent and 55 percent more from their crops through the WCF programs. One such effort is the Farmer Field Schools, which support cocoa farmers with practical on-the-ground assistance and agricultural best practices that help them grow a better quality cocoa crop and more of it.

Whittaker’s is a proud New Zealand brand and the whole production of the chocolate is completed in New Zealand. New Zealand is known for their quality products and have similar legislation in place to Australia, which makes sure their products are held to a high standard (Austrade,2016). For our target market, goods made in New Zealand are perceived as being of a higher quality then goods produced in Asia and Africa (Austrade ,2016).

Report Regarding the Potiential of Lily O’Brien’s Chocolates to Expand its Operations into EU Markets

Description: Introduction Chocolate Market in Malaysia to 2014 (Confectionery) is a comprehensive resource for chocolate market data from 2004 to 2014 and market/company shares for 2008-09.This report also provides data on expenditure and consumption as well as key distribution channels, and reveals the leading companies in the Malaysian chocolate market. Features and Benefits - Identify key market segments by analyzing market size data for the chocolate market - Design business strategies by gaining insight into quantitative market trends over 2004-09 and expectations for 2010-14 - Identify key