Chocolatier (Sem 1, group 6)

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