A proposed marketing plan for Chips Delight Chocolate Magic

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Bienvenido Lorenzo C. Encarnacion

Defense Panel Chair

Jhoana Acosta

Defense Panel Member

Fredelita De Mesa

Abstract/Summary

Galinco, maker of the top chocolate chip cookie Chips Delight, has been in the market for over 15 years and is continuously giving the best quality of products. In 2010, Chocolate Magic (CM) was introduced as its new product line. Though CM has been in the market for more than a year, most consumers were not aware that such product existed because no advertisements were made regarding the product. This study will discuss the strategies conceptualized by the researchers in building awareness for CM.

With all the well-established chocolate brands in the market, the group believes that Galinco should try to capture a different market, which has not yet been catered to in the local chocolate industry. Accordingly, the researchers proposed in producing a mint-flavored chocolate line that would relieve any kind of stress due to the health benefits of both dark chocolate and mint.

Renaming the product to Kismint is one of the group's strategies to suit the new product. The strategies will heavily focus on advertising and promoting the mint-flavored chocolate line to create awareness and capture a market share in the local chocolate industry. For the first year, the new product will focus on college students aged 16-21 from the socioeconomic class C since these students are prone to stress due to school.

Advertising costs of re-creating CM to a whole new chocolate line include advertising expenses such as in-store shelf wobblers, and promotional hand fans, free sampling, sales promotion for the product launch, and public relations expenses such as sponsoring school organizations. These costs will promote Kismint to its niche market and try to see if there is indeed a market for such product.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022097

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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