Essay Marketing Research on Whittaker's

The marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.

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

Moreover, consumers and employees are also demanding chocolate companies to follow good corporate social responsibility practices in addressing the environmental concerns in terms of how to design its packaging, procurement and operational decisions. Human rights concerns are also high in terms of consumer expectations of chocolate companies with respect of forced child labour in West Africa. All of these driving forces - societal concerns, attitudes and change in lifestyles, are strong enough to shape up the competition and impose the constraint on chocolate industry profitability and competitive survival.

Thorntons also expanded into the ice cream industry and introduced a children’s range. However, the new product lines lowered the image of the chocolates to simple “snacks” or “impulse buys”. In diversifying its product offerings, Thorntons was soon competing in a saturated market with big names such as Cadbury. Also negatively impacting the company was the fact that not all products were proven successful. Thorntons had little experience in the manufacture of ice cream and was soon producing multiple ‘mediocre’ products instead of several ‘superior’ products. Customers were no longer sure of the quality of Thorntons chocolate and as a result, sales performance was impacted. Although by offering a wide range of products Thorntons could have possibly appealed to a greater number of consumers (including teenagers and children), product offerings were not consistent and this demographic often preferred to stick with well known brands such as Cadbury or Nestle. Therefore, Thorntons’ image as a specialist “chocolatier” was seriously damaged.

By October 2012, it had been over 15 months since Apollo Foods, a global consumer packaged-goods firm, had obtained the rights to distribute the well-known European chocolate company, Montreaux, in the United States. Andrea Torres, the director of new product development at Montreaux Chocolate USA, is presented with the

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

Cadbury has a 9.2% share of the global confectionary market, driven by strong positions in several regional markets. The global category leader - Mars - has only a marginally higher share of the market at 9.9%. Cadbury has number one or

Whittaker’s is most trusted brand of chocolate in New Zealand. Whittaker’s headquarters are located at Porirua, Wellington, New Zealand. Whittaker’s was founded by J.H Whittaker in Christchurch. James Henry Whittaker worked in the British confectionery industry at the age of 14 and moved to Christchurch, New Zealand, in 1890. Six years later he started manufacturing chocolate confectionery, selling it directly to customers.  In 1913, he established a partnership with his two sons, Ronald and James, based in Wellington. The business became a limited liability company in 1937, with third-generation Whittaker’s still the sole shareholders in the company. In 1992 the company formed J.H. Whittaker Australia Ltd.

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).

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

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.

The competitors in this field are Mars Inc., Ferrara Candy Company, The Hershey Company, and Mondelez International. The top four

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

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.