Transcript
J’adore Chocolat Marketing Plan
Chui Tsz Yan Gladys Koh Jia Yen
Kwan Cheuk Him Derek Wong Yik Yu Bernice
CONTENT
Marketing Mix
Target customer
Main competitor analysis—
VERO
Budget for expenses
Sales forecast
Marketing Control
Competitor---Direct
Location
Target customer
Product categories and Product form
Competitor---Indirect
•Product categories•Product forms•Distribution
J'adore ChocolatMission: To satisfy every woman’s desire to stay healthy, fit and beautiful with our chocolate temptations.”
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
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
Distribution Network(Place)
Promotion management:
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
Analysis of Target Customers
• 30 to 50-years-old Businesswomen• 234,300 businesswomen
monthly income ≥ $20,000
Analysis of Target Customers
Analysis of Target Customers
Optimistic Seasonal Sales Forecast
Budget Expenses
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)
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
Marketing Control• Contingency plans Respond
to changes1. Review and check revenue
and cash flow2. Regular checks on inventory3. Meeting between managers
and subordinates
top related