留学生mba市场营销报告--巧克力营销策划（英文版）

留学生MBA市场营销报告巧克力营销策划（英文版）LOVELANDWEDDINGCHOCOLATECO,LTDSTRATEGICMARKETINGGROUPWORKHUIZHAO,LEIWANG,PATTANAPHUMRASMIBHUTI,PHANINTORNRODPONG,SHIOWPENGLOICONTENTS1EXECUTIVESUMMARY32SITUATIONANALYSIS321MARKETSUMMARY422SWOTANALYSIS423COMPETITION524PRODUCTOFFERINGS625DISTRIBUTION63MARKETINGSTRATEGY631OBJECTIVES632TARGETMARKERS633POSITIONING734TARGETMARKET735STRATEGIES736MARKETINGMIX737MARKETINGRESEARCH84FINANCIALS85CONTROLS951IMPLEMENTATION952MARKETINGORGANIZATION9BIBLIOGRAPHY10APPENDICES1210EXECUTIVESUMMARYLOVELANDALSOKNOWNAS“ILIAN”ISANEWCHOCOLATEMANUFACTURERINCHINATHECOMPANYSETTARGETMARKETONCHINASWEDDING,WHICHMAJORINGINTHREECAPITALCITIESBEIJING,SHANGHAIANDGUANGZHOUTHEREAREVERYFASTGROWINGANDHIGHPOTENTIALMARKETFORLOVELANDTOPENETRATEINTHECOMPETITIVEADVANTAGEOFLOVELANDISCUSTOMIZABLECHOCOLATEANDPACKAGINGWHICHSOFARNOCOMPETITIONINCHINASWEDDINGSOUVENIRMARKETTHECOMPANYSMAINCUSTOMERTOUCHPOINTWILLBEANOFFICIALWEBSITEANDALSOANONLINERETAILERWEBSITEWHICHWEBELIEVEISTHEMOSTCUTTINGEDGEANDEFFECTIVEWAYSOFCOMMUNICATIONBETWEENACOMPANYWITHITSTARGETCUSTOMERTARGETCUSTOMERCANEASILYACCESSTOTHECOMPANYSPRODUCTMENUTHRUONLINECHANNELSAPPENDIX9BASEDONTHEHUGEWEDDINGMARKETINCHINA,THECOMPANYSPRIMARYMARKETINGOBJECTIVEISTOACHIEVEFIRSTYEAR1MARKETSHAREINCHINASWEDDINGCHOCOLATEMARKETWITHUNITSALESOFABOUT41MILLIONPIECESOFCHOCOLATESLOVELANDISTARGETINGTOACHIEVEAPPROXIMATELYGBP08MILLIONOFSALESINYEARONELOVELANDFEELSTHEBESTMONTHTOSTARTOPERATINGITSBUSINESSISONSEPTEMBER201520SITUATIONANALYSIS“LOVELAND”ISACHINABASECHOCOLATEMANUFACTURINGCOMPANYWHICHMAINLYSELLITSCUSTOMIZEPRODUCTTHROUGHITSOFFICIALWEBSITEANDRETAILERWEBSITETHEUNIQUESELLINGPOINTOFTHECOMPANYISTOOFFERCUSTOMIZEDWEDDINGCHOCOLATESANDPERSONALIZEDPACKAGINGTOITSTARGETCUSTOMER“LOVELAND”CANBECOMETHEMARKETLEADERINCHINAWEDDINGMARKETBECAUSETHEYDOHAVELESSDIRECTCOMPETITORSCUSTOMIZEWEDDINGCHOCOLATEEVENTHEREARESOMEINDIRECTCOMPETITORSSUCHASDOVE,FERRERO,HERSHEYSKISSES,GOLDENMONKEYTHATALSOOFFERINGWEDDINGCHOCOLATEINTHEMARKET,BUTTHEYDONOTFOCUSONPERSONALCUSTOMIZEDINORDERTOGAINTHEMARKETSHAREINTHEWEDDINGCHOCOLATEMARKET,“LOVELAND”NEEDSTOCAREFULLYIDENTIFYANDCOMMUNICATETHEIRVALUETOSPECIFICTARGETCUSTOMERS21MARKETSUMMARYACCORDINGTOPASSPORTNOV,2013,CHOCOLATECONFECTIONERYSALESREVENUESINCHINAAREAPPROXIMATELYGBP15BILLIONIN2013,ANDITSGROWTHRATEIS12ASCHART1SHOWSTHATITHASBEENCREATEDANEWMARKETSEGMENTWITHPROVIDINGDIFFERENTCHOCOLATEFEATURE322SWOTANALYSISSTRENGTHSDIFFERENTIATIONTHEHIGHQUALITYOFCUSTOMIZEDCHOCOLATESANDPERSONALIZEDPACKAGECANPROVIDEGROOMANDBRIDEBENEFITSWITHFACECONSUMPTIONPOSITIONLESSDIRECTCOMPETITORCANBENEFITUSTOBEMARKETLEADERPRICINGPRODUCTPRICEISHIGHERTHANDOMESTICBRAND,BUTNOTHIGHERTHANEXCLUSIVEIMPORTBRANDITGIVESUSANEDGEWITHCUSTOMERWHOCARESABOUTSOCIALSTATUSANDPRICECONSCIOUSWEAKNESSESLACKOFBRANDAWARENESS“LOVELAND”HASNOESTABLISHEDBRANDORIMAGE,COMPARINGTODOVE,FERREROANDCHINESECUSTOMERSPREFERTOPURCHASEWESTERNBRANDSOFCHOCOLATEONLINEBUSINESSWEARELACKOFCUSTOMERTOUCHPOINTWHERECANCOMMUNICATEFACETOFACEWITHCUSTOMERSINADDITION,ONLINESTOREMAYCREATEISSUESABOUTAWARENESSOFCUSTOMERSECURITYANDPRIVACYOPPORTUNITIESWEDDINGMARKETISONGREATLYINCREASETRENDLESSBRANDPARTICIPATEINCHOCOLATEWEDDINGMARKETANDLUXURIESBRANDSHAVEFOCUSEDONONLYFESTIVALSANDDONOTPRODUCECUSTOMIZATIONSPRODUCTTHREATSPOTENTIALCOMPETITIONFROMANALREADYESTABLISHEDMARKETPARTICIPANTTHEGOVERNMENTCAMPAIGNTOREININLAVISHSPENDINGBYOFFICIALSCOULDMAKEANEGATIVEEFFECTONPEOPLESSPENDINGONWEDDINGCELEBRATIONSCONCERNSABOUTHEALTHANDOBESITYCANRESULTINTHEREDUCTIONOFEXPENDITUREONCHOCOLATECHINESEPREFERINTERNATIONALCHOCOLATEBRANDS23COMPETITIONAPPENDIX7THEREAREFEWCOMPANIESINWEDDINGGIFTMARKET,“LOVELAND”CANBETHEONLYBRANDTHATTRULYCUSTOMIZEANDDESIGNGIFTSASAWEDDINGCHOCOLATELUXURIESBRAND,SUCHASFERRERO,HERSHEYSANDDOVE,FOCUSTHEIRSALESONFESTIVALSANDTARGETONMASSMARKETSRATHERTHANWEDDINGMARKETFURTHERMORE,SOMEDOMESTICSCOMPETITORSAREFOCUSONONLYLOWPRICEAND4LESSPRODUCTSQUALITYTHEREFORE,THESECOMPANIESHAVEACOMPETITIVEADVANTAGETOBECOMEAMARKETLEADERONCHOCOLATEWEDDINGGIFTMARKETFERREROITISTHETOP2INCHINESECHOCOLATEMARKET,WHICHTOOK11MARKETSHAREIN2013ITSPRODUCTSMAINCHARACTERISTICISGOLDENALUMINUMFOILWRAPPER,WHICHISSPARKLINGANDLOOKSLUXURIOUSINCHINAGOLDCOLORISOFTENASSOCIATEDWITHFORTUNEANDSTATUSITSMARKETINGSTRATEGYAIMSATTHEDEVELOPEDAREAINCHINAPASSPORT,NOV,2013HERSHEYSHERSHEYSHASMORETHAN80BRANDSINGLOBALTHATGAIN71BILLIONANNUALLYTHEREHAVECOVEREDALMOSTALLOFCHOCOLATEMARKETINCLUDINGSEASONAL,BAR,PACKAGEDCANDY,BAKING,SYRUPANDTOPPING,BEVERAGEANDSUGARFREEHERSHEYSALSOPROVIDECHOCOLATEFORWEDDINGCEREMONYDOVEDOVESCHOCOLATEISMADEBY100PURECOCOABUTTERDOVEHAS4PRODUCTTYPESBARS,PROMISES,SPECIALTY,ANDICECREAMDOVESPRICEISAFEWCHEAPERTHANHERSHEYSSHINETINETHISCOMPANYISOWNEDBYXITANGPUZIAFAMOUSWEDDINGSERVICEAGENCYITOFFERINGISCHEAPANDOFLOWERQUALITY24PRODUCTOFFERINGWEOFFERHIGHQUALITYANDCUSTOMIZEDWEDDINGCHOCOLATE,WHICHMEANSTHEYCANCHOOSETHEFLAVOR,SHAPE,WRAPPINGCOLOR,ANDPACKAGINGAPPENDIX1BRAND,LOVELANDINCHINESE,ITMEANSSWEETLOVEINGREDIENTSFLAVORWEIMPORTMAININGREDIENTCOCOALIQUORFROMBELGIUMINORDERTOSHOWOURPRODUCTSHIGHQUALITYTHEMAINFLAVORSAREMILKCHOCOLATE,WHITECHOCOLATE,ANDDARKCH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