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Chocolate Plc report.

Extracts from this document...

Introduction

Chocolate Plc Index Introduction I am the sales and marketing director for Chocolate Plc, a confectionary company based upon Cadburys. I have been asked by Chocolate Plc to create and market a new confectionary product. The aims of this new product will be to increase Chocolate Plc's market share of the confectionary market, and also to increase the product lifecycle of the company's other products portfolio. I am first going to have to research the confectionary market to look for openings for new products. The confectionary market is a developed market, and so there is very little room for a new product so I will have to look carefully for an opening. (The term 'developed market' means a market that has a very large amount of products, and has reached saturation point so there is very little room for any new ones.) After completing my market research, I will have to decide what type of chocolate bar to produce and how to market it depending on what my market research tells me. My primary research will be in the form of a questionnaire, which I will distribute to a number of people. I will do secondary research by using the Internet and using my GCSE textbooks. This will help me in formulating the Marketing strategy. After studying the data collected, I will have to design the new confectionary product, and then suggest ways in which it can be marketed. ...read more.

Middle

The amount that people tend to spend on chocolate bars is between twenty-one and fifty pence, so it would be a good idea to price the chocolate bar somewhere within this price range depending on the pricing strategy. The favourite types of chocolate are closely matched, but Dairy Milk is the most popular so it would be wise to use this type of chocolate in the new chocolate bar. The most popular type of filling is nut/fruit, so a 'Fuse' type chocolate bar would be the most sensible decision to make. This type of filling should also be used because the results of the questionnaire shows that people would eat more chocolate if it contained vitamins and minerals, and nuts and fruit could easily have more minerals and vitamins added to them. The case for adding vitamins and minerals is strengthened further by the fact that most people are very concerned about their health, and so would rather eat healthier foods. By making chocolate 'healthy' by adding vitamins and minerals it would open up a new niche market and attract many more customers. The questionnaire also helped me decide on what type of marketing to use. The results show that people pay the most attention to adverts on the TV, possibly because the TV uses motion pictures and sound, but it would be extremely expensive. One of the questions I didn't make a pie chart for was question thirteen "Where do you buy chocolate from?" ...read more.

Conclusion

412,000 30 seconds 45 Local Gazette & Herald 66,000 Full page 150 The chart above shows a few different methods of advertising and the cost. The most cost effective place is the radio station GWR, as you are reaching nearly half a million people for only forty-five pounds. I recommend that GWR and other local radio stations are used around the country for the most cost effective advertisement, and also the Carlton TV station during peak time, as this has the largest audience. I also think that the new chocolate bar should be advertised in the sun, as it has a different type of audience than Carlton TV does. This will maximise the amount of people who hear about the new chocolate bar. Conclusion From my finding I discovered many things about the confectionary market. I found that the type of chocolate bar people want is another Fuse type bar. Most of the population care about their health a great deal, and so it would be a good idea to exploit this when marketing the new chocolate bar. Basically, the general public want a chocolate bar with out such a fattening factor to it, which is what should be done by adding extra fruit and vitamins. Recommendations - Beyond my findings, it is obvious that politicians and society are increasingly anxious about their health. Because of this I would advise that a 'healthy' chocolate bar is produced to satisfy the population's need for healthy foods and snacks. ...read more.

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