1.0 Introduction Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ2
2.0 Chocolate Heaven Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ2
2.1 The UK chocolate confectionery market Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ2
2.2 Competition Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ3
2.3 Segmentation Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ4
3.0 Objectives Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ8
4.0 Strategy Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ9
5.0. Tactics Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ10
Project: Chocolate Heaven Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ10
6.0 Control Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ11
6.1 Qualitative Methods Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ11
6.2 Quantitative Methods Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ12
7.0 References & Bibliography Ã§ÂÂÃ§ÂÂÃ§ÂÂÃ§ÂÂ15
The aim of this report is to outline a strategic communications plan in order to assist "Chocolate Heaven" in fulfilling its objective of emphasising quality within its target consumers mind.
2.0 Chocolate Heaven
At present our company is a small handmade confectionery company based in Tottenham North London. We specialise in luxuriant cream and liqueur fillings, which for quality and taste, is ranked alongside the finest in the world. Additionally the opportunity of being part funded by the government with a grant has enabled our company to move to a purpose built facility based in a major industrial regeneration site.
This financial backing was part of the governments intentions to encourage industries with growth potential to expand production and be able to offer local residents jobs. We both have existing skills and expertise with Albert having served an apprenticeship with one of the finest chocolate factories in Belgium and Caroline having a profound background in accountancy being able to deal with growing paperwork. We have forecasted a boost in annual turnover of "Chocolate Heaven" from Ã¯Â¿Â½0,000 to Ã¯Â¿Â½0,000 within three years as well as doubling our staff figures, which totals to six. At present, the customers of our company are department stores in the London area, but due to the perishable ingredients of the products there is a restriction on the geographical area. Consequently, chocolate Heaven supply its products in wholesale quantities within 25 miles around North London base.
2.1 The UK chocolate confectionery market
The UK confectionary...