Organic Chocolate Candy Bars Marketing Plan by Nicky

Organic Chocolate Candy Bars
A marketing plan for Everyday's organic chocolate candy bars.
# 149367 | 916 words | 6 sources | APA | 2011 | US
Published on Dec 11, 2011 in Business (Companies) , Business (Marketing)


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Description:

This paper discusses the Everyday channels of distribution that will give this product a huge competitive advantage over both non-organic and organic candy bars. The paper also discusses in detail the integrated marketing communications plan to achieve positive consumer awareness as well as the customer relationship management (CRM) technologies to help improve and track progress.

Outline:
Abstract
Introduction
Channels of Distribution
Conclusion

From the Paper:

"As mentioned previously, ubiquity in supermarkets, drug stores, and mass merchandisers such as Wal-Mart are critical to Everday's success because large-scale distribution will be used to compensate for low margins. Grocery stores, where 85 percent of all candy is purchased, are the real prize (Nielsen takes the mask off candy sales, 2007). According to Zind (2003), the supermarket has several characteristics that make it the perfect distribution channel for Everday. First, the average consumer visits a grocery store more than any other type of store and, therefore, present ample opportunities to get consumers to make an impulse purchase. Further, supermarkets encourage "better-best" pricing options more than other channels, and Everyday can more easily invoke consumer comparisons with popular non-organic brands as well as organic brands. This comparison is welcome because we believe that consumers will find Everyday a better option than only slightly cheaper non-organic options and a greater value than more expensive organic brands. Everyday will follow Arcor USA's efforts to successfully promote its Whisper Chocolate Bon Bons in supermarkets. Arcor teamed with supermarkets on couponing, floor promotional signage, and product sampling couple and used local media spots to advertise the promotion (Zind, 2003)."

Sample of Sources Used:

  • Introduction to customer relationship management (CRM)). http://www.marketingteacher.com/Lessons/lesson_crm.htm
  • Moran, M. (2008, January 1). 2008 trend report: Premium chocolate. Gourmet Retailer Magazine. volume 29, number. 1/p. 23.
  • Nielsen takes the mask off candy sales. (2007, October 22). http://findarticles.com/p/articles/mi_m0EIN/is_2007_Oct_22/ai_n21055219/
  • Supermarket facts (2008). Food Marketing Institute. http://www.fmi.org/facts_figs/?fuseaction=superfact
  • Tirone, A. (2007, October 1). Chocolate sweetens naturals' sales in the candy segment. Natural Foods Merchandiser volume XXVIII/number 10/p. 44.

Cite this Marketing Plan:

APA Format

Organic Chocolate Candy Bars (2011, December 11) Retrieved April 21, 2024, from https://www.academon.com/marketing-plan/organic-chocolate-candy-bars-149367/

MLA Format

"Organic Chocolate Candy Bars" 11 December 2011. Web. 21 April. 2024. <https://www.academon.com/marketing-plan/organic-chocolate-candy-bars-149367/>

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