‘Get in touch with your dark side’
Period: July 2010–June 2011
10 Chocolate Parade
Melbourne, VIC, 3181, Australia
Web Site: http://www.cocoadelights.com
Contact: Coco Jones
Table of Contents
Executive summary 1
Business description 1
Vision for the future 1
Business goals/mission 2
Business philosophies/identity 2
Main objectives 2
Situation Analysis 4
Marketing analysis 4
Customer analysis 6
Product benefits and unique selling proposition 8
Competitive analysis 10
SWOT analysis 14
Legislation and Regulation 15
Advertising analysis 16
Advertising strategy 16
Media Strategy 18
Marketing Analysis 18
Marketing Schedule 20
Media budget 23
Campaign evaluation strategy 24
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,...