Promotion: Promotion will focus heavily on retail channels that are key to the product's success. A large presence in these channels is required to compensate for lower margins than other organic chocolate competitors.
Competitive Advantage: In most organic food categories, organic foods are similar to non-organic foods with the exception of all natural ingredients and growth techniques. We feel that competitors such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own have really missed the boat by developing entirely new designer flavors. While organic foods are priced higher than non-organic foods, organic candy bar makers have tripled or quadrupled the price of a regular candy bar, making the price out of reach for many consumers. Thus, Everyday is about duplicating existing non-organic options at a more reasonable price point.
Integrated Marketing Communications is a term used to describe a holistic approach to marketing and considers the relevance of advertising, direct marketing, sales promotion, publicity/public relations and personal selling to ensure consistent and effective messages to the consumer.
Advertising is the paid communication through which relevant information about the product is conveyed to potential consumers via print, online, radio, or television mediums. Neff (2009) reveals many interesting research results about the effectiveness of advertising and...
Everyday will also maintain its own Web site for online distribution. Already, one competitor, M&M/Mars is exploring this channel to increase its sales as well as profit margins. Online, consumers can personalize their own labels or foil overwraps which enable manufacturers to charge far more money for their candy (Moran, 2008). "What they have done is drawn the focus away from the chocolate and drawn attention to the product. For
8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Everday seeks significant market in the larger overall chocolate market where it will compete head on with America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's (Beirne, 2006) instead of niche organic players such as Dagoba, Green & Black,
The ambition is to promote organic chocolate and its implied benefits outside of historically niche markets. One year marketing objectives include a penetration of U.S. sales markets, where it is predicted that by 2011, the organic chocolate market will have experienced a 71% increase in sales over five years. It is the ambition of Everday to have accounted for every 20th bar of chocolate bought in the United States by
2 Marketing Communication Objectives • Promotional Objectives: Initiate grass root, interactive, and experiential campaigns, over a six-month period, throughout the United States, to increase brand awareness, trial consumption, and long-term end-users. Target the college and college-aged segment, and college beach territories. Track consumer activity through specialized giveaways and promotions one to 1.5 years to determine the number of resulting repeat, long-term users. Aside from branding results, promotional efforts, with a budget
Rogers Chocolates Rogers' Chocolates is a company that has a rich history and is Canada's top chocolate maker. Rogers' chocolates begun by Charles "Candy" Rogers in 1885 at Victoria, B.C. has now evolved to be a company that today competes with multinationals like Nestle which shows its growth and expansion. During the time of the founder Rogers the company's store stood at the heritage storefront on Government Street in Victoria. Now
Another major competitor in the Hong Kong market is COFCO (China National Cereals, Oils and Foodstuffs), which competes in the canned ready meal market and holds a 51% share there. All ready meals can be considered competitors for Tassal. COFCO is a Chinese brand with a major Hong Kong subsidiary. Another major competitor is Kraft, which markets a wide variety of all food products, including some ready meals (Market
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