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Student Workbook

Appendices
Appendix 1: Cocoa Delights media plan

Get in touch with your dark side


MEDIA PLAN
Period: July 2010June 2011

10 Chocolate Parade
Melbourne, VIC, 3181, Australia
Phone: 12 3456 7890
Fax: 12 3456 7890
Email: mediaplanning@cocoadelights.com
Website: www.cocoadelights.com
Contact: Coco Jones

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Table of Contents

Executive
Summary ..................................................................................................
...... 117
Business
description ..........................................................................................
..... 117
Vision for the
future .................................................................................................
117
Business
goals/mission .......................................................................................
... 118 Business
philosophies/identity ...........................................................................
.... 118
Main
objectives ............................................................................................
............ 118
Situation
Analysis ....................................................................................................
....... 121
Marketing
analysis ...............................................................................................
.... 121 Customer
analysis ...............................................................................................
.... 123
Product benefits and unique selling
proposition ................................................... 125
Competitive
analysis ...............................................................................................
. 126 SWOT
analysis ...............................................................................................
........... 130
Legislation and
regulation .......................................................................................
131
Advertising
Analysis ....................................................................................................
.... 132

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Advertising

strategy ...............................................................................................
.. 132
Media
Strategy ....................................................................................................
........... 134
Marketing
analysis ...............................................................................................
.... 134
Marketing
schedule ..............................................................................................
... 136
Media
Budget ......................................................................................................
........... 139
Campaign Evaluation
Strategy ...................................................................................... 140

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Executive Summary
Business description
Founded in 2000, Cocoa Delights is one of the youngest gourmet chocolate
manufacturers in the industry. However we do not view our youth as a
weakness, on the contrary, our youth is associated with our two most
valued attributes: creativity and innovation.
We dare to create the unconventional.
Our team of master chocolatiers have been hand-picked from prestigious
confectionary schools boasting centuries of chocolate expertise from
France, Switzerland, Belgium and Italy. Whilst we value the traditions of
these schools, we place an even higher value on their passion for
innovation and enterprise.
Cocoa Delights is the first company in Australia to process more than ten
different types of cacao from several countries, selecting only the finest
cacao beans available. With chocolate factories in the Yarra Valley wine
region of Victoria we currently manufacture and distribute exclusive
handmade, partly handmade and machine-made chocolate products.
The Dark Decadence range has recently been expanded and now gives
dark chocolate connoisseurs the choice of 70%, 80% and 90% cacao
content and allows dairy intolerant customers, vegans, organic eaters and
those on strict, low G.I. diets to partake in the delightful indulgence they
may have previously thought was off limits.

Vision for the future


Cocoa Delights will be the highest quality Australian chocolate available,
blending locally sourced sugar, fruit, nuts and dairy products with imported
cacao. Cocoa Delights will capitalise on the health benefits of dark
chocolate and offer the largest range of dark chocolate varieties and
products tailored to specific dietary requirements and customer
preferences (dairy-free, low GI, organic, etc.). This will make us unique and
mean that we are the only company capable of satisfying this under-met
need in the national marketplace.
The gourmet chocolate market in Australia is currently estimated at $1.5 m
in annual sales with a projected growth rate of 10% per annum. The
enthusiasm of Cocoa Delights management as well as its employees will
greatly stimulate the envisioned growth.

Business goals/mission

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Cocoa Delights is committed to becoming the leader in the Australian


market for premium quality chocolate and maintaining a company
culture which fosters and encourages continuous improvement.
Our mission is to provide Australian consumers with the highest
quality chocolate on the market whilst maintaining the promise to trade
fairly with both local and overseas suppliers, promoting sustainable
behaviour and reducing our ecological footprint.

Business philosophies/identity
Cocoa Delights wish to offer Australians the opportunity to enjoy chocolate
of the quality usually associated with Swiss and Belgian brands whilst
feeling secure in the knowledge that Cocoa Delights is committed to
upholding fair trade practices and supporting sustainability both within
Australia and internationally. By combining innovation, creativity and
artisan expertise Cocoa Delights will achieve customer satisfaction levels
which surpass its rivals. Cocoa Delights will use state-of-the-art production
equipment and more than ten different varieties of fine cacao from several
countries including Papua New Guinea, Ghana, Brazil and the Dominican
Republic, so as to guarantee high-quality chocolate production. Our
corporate philosophies are reflected in our customer-oriented management
and operations, providing excellence and ensuring uncompromised quality
in our products and services. The ongoing effort to expand our existing
market and create new markets as well as our continuous research and
development, fosters positive growth through diversification.

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Main objectives

Business objectives:
1. To increase revenue by 6% yearly over the next 3 years.
2. To become the gourmet chocolate market leader within 5 years.
3. To become established as the national retailer of choice for chocolate
connoisseurs within the next 3 years.
4. To increase our share of the dark chocolate market by 15% over the
next 3 years.

Marketing objectives:
1. To increase awareness of the Cocoa Delights website.
2. To increase Facebook friends by 10%.
3. To increase followers on Twitter by 10%.
4. To expand marketing reach.
5. To increase brand name recognition.
6. To establish Cocoa Delights as Australias most respected chocolate
maker.

Advertising objectives:
1. To exceed company growth targets in the next 12 months.
2. To achieve 1 million hits on the Cocoa Delights Get in touch with your
dark side microsite by the end of the campaign.
3. To receive at least 500,000 responses to our campaign emails by the
end of the campaign.
4. To optimise the penetration of target customer groups and markets.
5. To increase brand awareness for Dark Decadence by 10% amongst
the target audience in one year.
6. To inform existing Dark Decadence customers of changes in the
product range.
7. To communicate the health benefits of the Dark Decadence chocolate
products.
8. To persuade at least 30% of potential customers emailed to purchase
a product from the Dark Decadence range.
9. To persuade at least 15% of our main competitors customer base to
switch brands.

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Geographical markets
The primary market will be inner city and suburban areas
throughout Australia in order to capitalise on the shopping centres
and local hubs of the major Australian cities (Brisbane, Melbourne,
Perth, Sydney and Adelaide).

Key advertising recommendations


The following characteristics make up the primary target market
(approximately 60%) of Cocoa Delights customers:
females
aged 2555
from various backgrounds
approximately 50% are married
have an average household income of $190k
are dark chocolate lovers
live in inner city or suburban areas.

The secondary target market of Cocoa Delights customers is


defined less by their collective love of dark chocolate and more by
making health-conscious and environmentally friendly consumer
decisions.
The marketing strategy will first seek to create customer awareness of the
Dark
Decadence product line and then work towards building customer loyalty
and referrals.
The message that Cocoa Delights will seek to communicate is that Cocoa
Delights offers the highest quality Australian chocolate available and the
largest range of dark chocolate varieties in the country.
This message will be communicated through a variety of tactics including a
mini-movie advertisement which will be shown on TV and the internet, an
interactive microsite, a competition, an email campaign, social media,
radio and print advertising, all of which will feature our catchy slogan Get
in touch with your dark side.
The budget for this advertising campaign is AUD$3 million.

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Situation Analysis
Marketing analysis
Marketing strategy
Cocoa Delights is committed to becoming the leader in the Australian
market for premium quality chocolate and maintaining a company culture
which breeds continuous improvement. We have established a solid
stronghold in the rapidly growing healthy chocolate arena and are poised
for growth. Our aim is to become the national retailer of choice for
chocolate connoisseurs within the next three years. Our mission is to
provide Australian consumers with the highest quality chocolate on the
market whilst maintaining the promise to trade fairly with both local and
overseas suppliers and promote sustainable behaviour along the supply
chain and reducing the environmental impact caused by our production
and distribution processes.
Marketing objectives
1. Improve Cocoa Delights website awareness.
2. Increase Facebook friends by 10%.
3. Increase followers on Twitter by 10%.
4. Expand marketing reach.
5. Increase brand name recognition.
6. Establish Cocoa Delights as Australias most respected chocolate
maker.

Financial objectives
1. A double-digit growth rate for each future year.
2. Continue to increase our gross profit margins.
3. Continue to decrease the variable costs associated with chocolate
production.

Positioning
We have positioned ourselves in the market as an up-market provider of
gourmet chocolates and chocolate products we provide chocolates of
European quality. Cocoa Delights is a contemporary, innovative and
customer-focused company that provides enormous variety and choice,
especially in healthy and eco-friendly alternatives. Australian chocolate
connoisseurs recognise the unique value of Cocoa Delights.
Cocoa Delights positioning takes advantage of these strengths and pivots
around two central priorities:

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Product: Cocoa Delights provides some of the highest quality

chocolates available on the Australian marketplace. Cocoa


Delights is the only company in Australia which processes
more than ten different types of cacao from several countries
and works solely with fine cacao. We use locally sourced sugar, fruit,
nuts and dairy products.
Cocoa Delights offers the largest range of dark chocolate varieties and
products available and tailor our product to customers with specific
dietary requirements (dairy-free, low GI, organic, etc.). We are the
only company able to satisfy all of these under-met needs in the
national marketplace.
Service: Cocoa Delights only employs staff who are experienced in

matching customers needs with our superior product. Our staff


always ensures that our customers have the most enjoyable chocolate
experience possible every time they enter one of our stores.

Strategy pyramids
Our principle objective is to position Cocoa Delights as the leader in the
Australian market for premium quality chocolate, increasing our share in
the dark chocolate market by 15% over the next three years. The
marketing strategy will aim first at creating customer awareness for the
Dark Decadence product line, and then develop that customer base and
work towards building a loyal customer base and referrals.
Cocoa Delights will seek to communicate the message that we offer the
highest quality chocolate available and the largest range of dark chocolate
varieties in the country. This message will be communicated through a
variety of methods:
1. A mini-movie advertisement heavily inspired by the Twilight books is
central to this advertising campaign. This advertisement features a
beautiful young woman, Coco, who must choose between two men
competing for her affections. In the advertisement Coco must choose
between Eric, her vampire boyfriend, and Paul, her lifelong friend.
During the advertisement Eric gives Coco a piece of Dark Decadence
chocolate and as she eats the chocolate an eclipse of the moon takes
place.
2. The catchy slogan Get in touch with your dark side will be used in all
of the advertisements.
3. A new concept for the branding will be incorporated into the
campaign. This will include new packaging design and marketing
material (promotional packs, pamphlet, ingredients chart, etc.).
4. A Get in touch with your dark side microsite will be established.
Online advertising and an email campaign will direct people to the
campaign microsite, located at yourdarkside.com. Once customers
enter the microsite they are invited to identify all the benefits of
eating dark chocolate in order to enter the draw to win a years
supply of Dark Decadence chocolate. The microsite is user-friendly
and includes detailed product information, manufacturing
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information, nutritional information, a Q&A section, and a customer


feedback link.
5. The tagline Get in touch with your dark side and a link to
the mini-movie advertisement and the microsite will be
added to the Facebook and Twitter pages. Links to Cocoa Delights
Facebook fan page and Twitter page will displayed on each page of
the microsite and company website.
6. Advertisements will be placed in newspapers and womens interest
magazines. Online advertising will include advertisements on these
magazines websites.
7. TV advertisements will be broadcast on TV channels 7, 9 and 10.
8. Advertisements featuring audio grabs from the mini-move will be
broadcast on commercial radio stations Australia-wide.
9. Online advertising through Googles AdSense and AdWords will
optimise search results and create an online presence.
10.In-store promotions offering free samples and tasting sessions.

Marketing Mix
Cocoa Delights marketing mix has the following approach to pricing,
distribution, advertising and promotion, and customer service.
Pricing: the product cost is 40% of the total retail price.
Distribution: Cocoa Delights chocolate products are distributed

through a chain of retail stores which customers can access easily.


Advertising and promotion: Targeted advertising on TV, radio, the

internet and in the press will form the foundation of Cocoa Delights
advertising and promotion effort.
Customer service: Cocoa Delights philosophy is that every customers

experience in a Cocoa Delights store must be as special and


rewarding as our chocolate.

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Customer analysis

Primary target market


Demographics:
60% female
aged 2555
young and middle-aged professionals who live or work in inner city or

suburban areas
families, couples and singles
Baby Boomers, Generation X and Generation Y Have attended

university/TAFE and secondary school.


average household income of $190,000.

Lifestyle:
prefer gourmet chocolate, in particular, premium European-style dark

chocolate
search for high-quality products
generally have busy lifestyles, and enjoy treating themselves to a bit

of luxury
prepared to pay for best quality
success and career driven
often purchases European chocolates from specialty food stores
they respond to advertising messages that centre around indulgence,

are clever and well produced.

Geographics:
they live and work in inner city or suburban areas of Sydney,

Melbourne, Brisbane, Adelaide and Perth


70% of this target audience lives or works within 15 km of an outlet

selling Cocoa Delights products.

Product usage levels:


the majority of this target audience purchase dark chocolate products

at least twice a week


usually buying for personal consumption, gifts, dinner parties, etc.
30% have previously purchased products from the Dark Decadence

range or other Cocoa Delights products


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Secondary target market


Demographics:
70% female
ages 2550
young and middle-aged professionals or wives of professionals who

live or work in inner city or suburban areas


families, couples and singles
Baby Boomers, Generation X and Generation Y
have attended university/TAFE and secondary school an average

household income of $190,000.

Lifestyle:
search for products they judge to be healthy: low fat, low calorie, low

sugar
30% have food intolerances (dairy, gluten, etc.)
20% are vegetarian or vegan
30% prefer to buy organic foodstuffs
prefer to support brands that they believe are socially responsible
aware of the health benefits of dark chocolate, including its anti-

oxidative properties
success and career driven
they respond to advertising messages that emphasise the ethical,

intellectual, ecofriendly and healthy aspects of a product.

Geographics:
they live and work in inner city or suburban areas of Sydney,

Melbourne, Brisbane, Adelaide and Perth


70% of this target audience lives or works within 15 km of an outlet

selling Cocoa Delights products.

Product usage levels


the majority of this target audience purchase dark chocolate products

at least twice a week


usually buying for personal consumption, gifts, dinner parties, etc.
25% have previously purchased products from the Dark Decadence

range or other Cocoa Delights products.

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Product benefits and unique selling


proposition
Dark chocolate connoisseurs (primary target market):
Cocoa Delights chocolate is the highest quality Australian chocolate
available, using locally sourced sugar, fruit, nuts and dairy products and
imported cacao. The quality is comparable to that of the finest European
confectionary, but because they are locally made they are more
competitive in price. Dark Decadence chocolate has a smooth, rich, intense
flavour combined with rich antioxidants that give you a feeling of wellbeing and pure indulgence.
Cocoa Delights is the first company in Australia to process more than ten
different types of cacao from several countries and work solely with fine
cacao. The Dark Decadence range has recently been expanded and now
gives dark chocolate connoisseurs the choice of 70%, 80% or even 90%
cacao content.
When you buy Dark Decadence you are treating yourself to that little bit of
luxury you know you deserve.

Health conscious/eco-conscious professionals (secondary


target market):
The Dark Decadence range has recently been expanded and now offers
customers the choice of 70%, 80% or even 90% cacao content and allows
dairy intolerant customers, vegans, organic eaters and those on strict low
GI diets to partake in the delightful indulgence they may have previously
thought was off-limits.
Cocoa Delights is committed to maintaining a company culture which
breeds continuous improvement. Our mission is to provide Australian
consumers with the highest quality chocolate on the market whilst
maintaining the promise to trade fairly with both local and overseas
suppliers, promote sustainable behaviour and reduce our ecological
footprint. Dark Decadence allows you to treat yourself and satisfy your
chocolate cravings at any time of the day without making you feel guilty.

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Competitive analysis

Competitive position
Element

Strength < -------------------------------------------------- >


Weakness
General

Customer base

Facilities

Reputation

Location
Accessibility

Client proximity

Parking

Visibility/signs

Product mix

Selection

Price/quality

Benefits

Appearance

Interior
Exterior

Marketing

Communication
s

Coverage

Consistency

Competitive position

Element

Strength < -------------------------------------------------- >


Weakness

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Service
Operating
hours
Speed and
quality
Friendliness

Cocoa Delights has a strong competitive position with relatively few


weaknesses. We will focus on improving our marketing efforts. We have a
smaller marketing budget compared to international brands competing in
the same market. Until now our advertising campaigns have only focused
on the two major cities and have occurred rather infrequently.
Key
Very
competitive
Mildly
competitive
Uncompetitive

Competitor comparison
Element

Cocoa
Delights

Green &
Blacks

Lindt

General
Customer base

Facilities

Reputation

Product mix
Selection

Price/quality

Benefits

Competitor comparison
Element

Cocoa
Delights

Green &
Blacks

Lindt

Appearance
Interior

Exterior

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Marketing
Overall quality

Consistency

Materials

Presentation

Location
Accessibility

Parking

Proximity to
customers

Visibility/signs

Service
Operating hours

Speed and quality

Friendliness

Green & Blacks Organic Chocolate


Green & Blacks Organic Chocolate is now owned by Cadbury, this will help
Green & Blacks maintain growth and take Green & Blacks further as an
international organic chocolate brand. The company produces premium
quality chocolate and has a socially responsible brand image. Their
marketing strategy promotes their ethical, fair trade and organic principles.
Up to now Green & Blacks have been marketed more effectively than
Cocoa Delights. These factors pose significant threats to our business.
However, Green & Blacks is currently sold only in certain supermarkets
and department stores.
Green & Blacks do not have their own sales outlets at this moment in time.
In order to compete with Green & Blacks we need to run a successful
advertising campaign which engages our target audience and informs them
of the Dark Decadence product benefits which are equal to, or surpass,
Green & Blacks products.
We must heavily promote the fact that we are Australian owned, as this is
the main advantage we have over Green & Blacks. We also have a more
extensive range of dark chocolate. Green & Blacks currently has 10%
market share of the Australian Gourmet chocolate market.

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Lindt
Lindt is currently the market leader in the Australian market for
premium quality chocolate, offering a large selection of products.
It has a very strong reputation as one of the most innovative and creative
companies making premium chocolate. Another threat to Cocoa Delights is
Lindts huge international advertising budget. We cannot currently compete
with their marketing expenditure. The Lindt chocolate cafs are more
attractive and impressive than our stores and Lindt products are sold in
more supermarkets and department stores that Cocoa Delights. Lindt
currently has 30% market share of the Australian Gourmet chocolate
market.

In order to compete with Lindt we need to heavily promote the following


selling points:
the Dark Decadence product range includes organic, dairy-free, and

low G.I.
products (Lindt does not currently market any of their products using
these selling points)
Cocoa Delights must heavily promote the fact that we are Australian

owned as this is the main advantage we have over Green & Blacks
Cocoa Delights prices are generally lower than those of Lindt

products
Cocoa Delights must also make their fair trade and sustainable

practices a key part of their marketing message as Lindt does not use
this point in their campaigns We use a certified organic supplier for
our organic product named Dark Green.
Other competitors in the fair trade chocolate market include:
Alter Eco
Cocolo
Oxfam Haighs
Koko Black.

These competitors do not currently pose a major threat to Cocoa Delights.


There are other gourmet chocolate manufacturers in the market but due to
their marketing strategies and product ranges they do not pose a serious
threat to our business.

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SWOT analysis

Strengths:
Australian made and owned

Opportunities:

economic downturn: in an
economically depressed
environment consumers often
change spending habits

the gourmet chocolate sector is a


growing industry in Australia

our major competitors are not


Australian owned

high quality ingredients


extensive product range
socially responsible
competitive prices
innovation and creativity
talented personnel

economic manufacturing technology


relatively large number of Cocoa

a flexible and assertive attitude


towards radio and television should
ensure continued business

we will reach consumers who arent


exposed heavily to print media or
radio by using digital advertising.

Delights stores.

Weaknesses:

Threats:

smaller marketing budget compared economic downturn

to international brands
young company not as strong a

reputation as other older brands


products sold in less sales outlets

than the two main competitors

our competitors more aggressive

advertising campaigns and


marketing strategies
radio and television advertising

campaigns are increasingly


scrutinised by an media savvy
public
some consumers prefer digital

media to printed media


changes in government regulations

or certification for foodstuffs


changes in import regulations in

food industry.

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Market share %
Cocoa
Delights
Lindt
Green&Black's
Other

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Legislation and regulation

The following legislation, regulations or codes of practice directly affect the


Get in touch with your dark side campaign:
Competition and Consumer Act 2010 (Cwlth)
Australia New Zealand Food Standards Code (Cwlth)
The Code of Practice on Nutrient Claims in Food Labels and in

Advertisements 1995 (Cwlth)


Australian Association of National Advertisers (AANA) Food and

Beverages
Advertising and Marketing Communications Code
Internet Advertising Networks of Australia (IANA) Code of Conduct

Broadcasting Services Act 1992 (Cwlth).


Cocoa Delights Get in touch with your dark side advertising campaign will
be compliant with the above legislation and Codes of practice in the
following ways:
Cocoa Delights will not engage in conduct that is misleading or

deceptive or is likely to mislead or deceive


Cocoa Delights will not make any false health claims regarding food

content or the ingredients in its products


Cocoa Delights will ensure that the label on the packaging of all the

products referred to in its advertisement applies include a nutrition


information panel
Cocoa Delights will use all reasonable endeavours not to include on

the its website or campaign microsite those types of content


forbidden by the IANA Code of Conduct
Cocoa Delights will not knowingly violate any applicable laws or

regulations with regards to its website or advertising campaign


microsite
Cocoa Delights will respect the licence conditions stipulated by the

Broadcasting Services Act regarding the number, type and content of


ads in C periods, bans advertising in P periods, and C and P programs.

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Advertising Analysis
Advertising strategy
Media mix and product awareness goals
Over the past 10 years, we have seen an increase in the advertising and
promotion expenditures from 10% to 20% of the annual turnover. We hope
to continue this growth by:
exceeding company growth targets in the next 12 months
achieving 1 million hits to the Cocoa Delights Get in touch with your

dark side microsite by the end of the campaign


to receive at least 500,000 responses to our campaign emails by the

end of the campaign.


The campaign is projected to generate more than 50 million gross
impressions from January 1 to December 31, 2011. Gross impressions can
be calculated by multiplying the net reach of the campaign by the average
frequency:
Gross impression = net reach x average frequency
The Campaign microsite will have more than 3 million visits, while we
envision 100,000 email sign-ups. The $5 million campaign includes all
media, internet and ad serving costs driving a targeted cost-per-lead of less
than $50.Cocoa Delights promotional plan is diverse and includes a wide
range of marketing communications.

Media mix
1. Print (magazines/newspapers): 15%
2. TV: 40%
3. Radio: 15%
4. Digital/internet: 15%
5. Marketing collateral: 10%
6. In-store promotions: 5%

Goals and strategies


Exceed company growth targets in the next 12 months by:

direct email marketing per customer group and per product


type
regional advertising campaigns and to reach early adopters
(radio, newspapers, etc.)
marketing the range online
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using a two minute mini-movie advertisement on TV


encouraging regular customers to spread the word
about our brand keeping the press informed.
Achieve 1 million hits to the Cocoa Delights Get in touch with your

dark side through:


bimonthly communication to regular customers (by e-mail)
advertising on the company website directing target audience to
the microsite
Facebook and Twitter advertising directing target audience to the
microsite.
To receive at least 500,000 responses to our campaign emails by

encouraging responses through the campaign competition (a years


supply of Dark Decadence chocolate).
Optimally target defined customer groups and markets by:

specifically targeting dark chocolate connoisseurs by advertising


on TV during cooking shows, e.g. MasterChef, My Kitchen Rules,
etc.
specifically targeting health conscious/eco-conscious
professionals by advertising in health magazines, e.g. Womens
Health, Womens Weekly and Womans Day, etc.
Increase brand awareness for Dark Decadence by 10% amongst the

target audience in one year by:


keeping the press informed
enabling industry to embrace the brand
setting up in-store promotions
using a two minute mini-movie advertisement on TV for building
awareness.
Inform existing Dark Decadence buyers of changes to product range,

by:
distributing pamphlets about Dark Decadence
setting up in-store promotions
displaying the breadth of the Dark Decadence range on TV
advertisements discussing the entire Dark Decadence range
during radio advertisements.
Persuade at least 15% of our main competitors customer base to

switch brands by:


focusing on target markets
direct email marketing: per customer group and per product type
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regional advertising campaigns and to reach early adopters


(radio, newspapers).

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Media Strategy
Marketing analysis
Media vehicles to reach target audience
1. Marketing material. New brand and packaging design (promotional
packs, pamphlet and ingredients chart). This media vehicle will inform
the target audience of the range of Dark Decadence products
available and communicate the quality of the chocolate to these
customers.
2. Get in touch with your dark side microsite and email campaign.
Some of the people in our target audience may not have access to
marketing material provided in-store and they may prefer online
media to newspapers or other traditional media vehicles. This tactic
will ensure that the media preferences of everyone in this target
market are addressed.
3. Online social media communications such as Twitter and Facebook.
This is for the younger segments of our target audience who use
social networking tools heavily. Research has shown us that this
segment makes up around 50% of our target audience. Many of these
people may not be largely exposed to other media vehicles.
4. Newspapers, including The Age, The Sydney Morning Herald, The
Brisbane Times, The Advertiser and The West Australian. This media
vehicle is excellent for reaching local markets. By using the
newspapers listed above we will be able to specifically focus on the
target market as we have ascertained that the majority of the
audience live in Melbourne, Sydney, Adelaide, Perth and Brisbane.
5. Online advertisements on the above newspapers websites and, of
course, the
Cocoa Delights website, as well as the Google optimisation tools
Adsense and AdWords. The majority of our target audience has daily
exposure to online advertising. This media vehicle will allow us to
broaden our reach in this target market.
6. Advertisements on TV. Channel 10 during MasterChef, channel 7
during My Kitchen Rules. These appeal to a segment of the target
audience that watches programs related to cooking and gastronomy.
7. Advertisements on mainstream radio stations including Fox FM,
2DayFM, B105, SAFM, 92.9. By using the radio stations listed above
we will be able to specifically focus on the target market as we have
ascertained that the majority of the audience live in Melbourne,
Sydney, Adelaide, Perth and Brisbane.
8. In-store promotions, providing free samples and tasting sessions. Our
research has found that 30% of the target audience makes the
decision to purchase our products once they are in-store.
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Innovation and Business Industry Skills Council Ltd Page 24 of 139

Creative and communications considerations


The communications must be designed to reinforce Cocoa
Delights position as a prestigious gourmet chocolate
manufacturer, build loyalty of existing customers, create
awareness in the target audiences for the Dark Decadence, and
promote Cocoa Delights as an Australian owned, innovative, socially
responsible company which produces products of exceptional quality.
Advertising on free to air television and digital advertising allows us to use
our campaign mini-movie entitled Get in touch with your dark side. We
believe this is a highly engaging media tool and the most successful
element of this advertising campaign.
Print advertising will allow us to display some of the same images
contained in the minimovie advertisement.
Radio advertising will allow us to promote our catchy slogan Get in touch
with your dark side, use audio grabs from the mini-movie and list the
products benefits.
Social media such as Twitter
and Facebook are also highly
engaging and their interactive
properties will add to the power of our advertising message.

BSBMKG501B Identify and evaluate marketing opportunities


2012 Innovation and Business Industry Skills Council Ltd

Marketing schedule
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TV
Channel
10
2 min
minimovie
Channel 7
2 min
minimovie
Radio

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Innovation and Business Industry Skills Council Ltd Page 25 of 139

FoxFM
30
seconds
2DayFM
30
seconds
B105
30
seconds
SAFM
30
seconds
92.9
30
seconds
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opportunities
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Print
Womens
Day
Half page
Womens
Weekly
Half page
Womens
Health
Half page
The Age
Half page
Sydney
Morning
Herald
Half page
The
Brisbane
Times
Half page
The
Advertiser
Half page

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Innovation and Business Industry Skills Council Ltd Page 26 of 139

The West
Australian
Half page
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Digital/online
Campaign
microsite
In-store
promotion
2nd edition version:s2
Page 136 of 139

direct
email

BSBMKG501B Identify and evaluate marketing


2012 Innovation and Business

Facebook/
Twitter
banner
(pay per
period)
Other
online
advertisin
g banner
(pay per
period)

BSBMKG501B Identify and evaluate marketing opportunities 2 nd edition version: 2 2012


Innovation and Business Industry Skills Council Ltd Page 27 of 139

Media Budget
Media

Cost (AUD$)

TV
Mini-movie commercial Production

300,000

Channel 10

960,000

Channel 7

960,000

Radio
FoxFM

300

2DayFM

300

B105

300

SAFM

300

92.9

300

Print
Womens Day

180,000

Womens Weekly

180,000

Women's Health

180,000

The Age

12,000

The Sydney Morning Herald

12,000

The Brisbane Times

12,000

The Advertiser

12,000

The West Australian

12,000

Digital/online
Campaign microsite development

10,000

In-store promotions

7,000

Direct email

1,000

Facebook/Twitter banner ads

50,000

Other online advertising

50,000

Total

2,939,500

BSBMKG501B Identify and evaluate marketing opportunities


2012 Innovation and Business Industry Skills Council Ltd

2nd edition version: 2


Page 137 of 139

Campaign Evaluation Strategy


Objective

Evaluation

To exceed company growth targets


in the next 12 months

Examining sales results on a


monthly basis

To achieve 1 million hits to the


Cocoa Delights Get in touch with
your dark side microsite by the
end of the campaign

Checking the hit counter on the


website at the end of each month

To receive at least 500,000


responses to our campaign emails
by the end of the campaign

Checking the number of email


responses at the end of each
month

To optimise the penetration of


target customer groups and
markets

Conducting surveys and focus


groups with a focus group of our
target market at the beginning and
end of our campaign

To increase brand awareness of


Dark Decadence by 10% amongst
the target market within one year

Conducting monthly customer


surveys to measure incremental
increases in brand awareness over
the 12 month period

Inform existing Dark Decadence


customers of new additions to the
product range

Conducting in-store surveys to


measure the increasing product
awareness amongst existing
customers.

Persuade at least 30% of potential


customers emailed to make a Dark
Decadence purchase

Asking customers at the point sale


where they found out about the
Dark Decadence range of products.

Persuade at least 15% of our main


competitors customer base to
switch to our brand

Conducting in-store surveys to


establish how many customers
have switched brands

The media plan will be reviewed at the end of each month using the measures
specified above. The media plan will be adjusted accordingly throughout the
campaign period.

2nd edition version: 2 BSBMKG501B Identify and evaluate marketing opportunities Page 138 of 139
2012 Innovation and Business Industry Skills Council Ltd

Student Workbook

Appendices