chocolatier (sem 1, group 6)
TRANSCRIPT
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J’adore Chocolat Marketing Plan
Chui Tsz Yan Gladys Koh Jia Yen
Kwan Cheuk Him Derek Wong Yik Yu Bernice
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CONTENT
Marketing Mix
Target customer
Main competitor analysis—
VERO
Budget for expenses
Sales forecast
Marketing Control
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Competitor---Direct
Location
Target customer
Product categories and Product form
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Competitor---Indirect
•Product categories•Product forms•Distribution
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J'adore ChocolatMission: To satisfy every woman’s desire to stay healthy, fit and beautiful with our chocolate temptations.”
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Market Strategy: Product Differentiation
J’ADORE CHOCOLAT will specialize in fine homemade chocolates and gift baskets. J’ADORE CHOCOLAT develops the key feature product of surge-free chocolate.
•Fine Homemade Chocolates
7 Chocolate categories
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J’ADORE CHOCOLAT Signature Products: Sugarless Chocolates and Low Carbohydrate
The selections are designed to cope with the growing trend of healthy lifestyle among businesswomen.
Relax
Taste
2 sizes
Gift Baskets
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Distribution Network(Place)
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Promotion management:
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PRICING • Competitive benchmarking
with main competitors• Calculation of overall
production costs• Seasonal discounts printed
on magazines’ vouchers
Minimum: HKD 70 Maximum: HKD 100
for every 100 grams of chocolate
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Analysis of Target Customers
• 30 to 50-years-old Businesswomen• 234,300 businesswomen
monthly income ≥ $20,000
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Analysis of Target Customers
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Analysis of Target Customers
Optimistic Seasonal Sales Forecast
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Budget Expenses
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Sales Forecast
Month Feb
Sales 42000
Sales = Number of customers*average spend per visit*days in a month Number of customers:80*50%=40 (at least 9 times)40*9=360 (average total number of customers penetrating)360/30=12 (average daily penetrating customer)It is predicted that during peak seasons of chocolate sales, there will be 20 penetrating customers on a daily basis
Average spend per visit:
Thus:Sales of February= Number of customers*average spend per visit*days in a month= 20*75*28= 42,000
Days in a month:28 (February)
Peak seasons:•November – January (Winter)•February – June (Festivals)
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Sales Forecast
Month Jan Feb Mar Apr May Jun
Sales -- 42000 46500 45000 46500 45000
Month Jul Aug Sep Oct Nov Dec Total
Sales 27900 27900 27000 27900 45000 46500 427200
Sales = Number of customers*average spend per visit*days in a month
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Marketing Control• Contingency plans Respond
to changes1. Review and check revenue
and cash flow2. Regular checks on inventory3. Meeting between managers
and subordinates
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