P6 Report
Subject: A coherent marketing mix for new product or service
Product: Organic Chocolate Bars
My product is an organic chocolate bar which remains healthy to the person eating it
as well as tasty. The chocolate would be made from organic cocoa beans which sets
itself apart from normal cocoa beans because they offer more nutrition and less
sugar. But the difference between the tastes would not be big. The style we are
aiming for is sleek chocolate bar with gold stitching’s around the outside which gives
it a touch of class. We want to make sure that we are an environmentally friendly
company as well as a healthy one so we will ensure that out wrapping and
packaging will be 100% recyclable. This means that we will not be harming the
environment to make our healthy chocolate bars.
We will use 2 layers of wrapping. The first layer would be gold tin foil which would be
wrapped around the actual bar so that it can stay preserved and cool. Our second
layer will be of more quality paper because our prices will be quite premium so we
want our customers to feel that they are purchasing a quality product. The brand
image would be elegance. To ensure we portray that image, we will have premium
packaging with simple colour schemes instead of a variety of different colours. Our
main unique selling point would be that it is over 90% organic because there will be
traces of ingredients that are not organic in the cocoa butter and production. We will
have a customer support line for any enquiries or complaints a customer might have.
This is so that we can deal with any cases or issues in a swift and effective manner
without the situation blowing out of proportion.
We will not be offering any warranty on our products due to it being a food item.
Companies selling food are not required to offer warranty on their items because it is
a product that once you open, it cannot be resold. We will however be offering
reimbursements for customers that have spotted any defects in our products.
We would want to be on the levels of Ferrero Rocher or Lindor. This is why our
product will be targeted for everyone but mainly customers with an average income
and over. This is because our products would not be something a customer would be
purchasing every single day, but more of a luxury treat.
Price
We have taken very careful consideration with the prices we will be advertising our
products at. This is a very important aspect for my marketing mix because it
determines whether a customer would buy my products or not. We have come to the
conclusion that we will be advertising our products at RRP £4.95 for 150g of
chocolate. This is roughly £0.95 more than what Ferrero Rocher sell their products
at. The reason why we have decided to advertise it for more is because we believe
that we offer something better that Ferrero Rocher does not and that is the chocolate
being organic. That price is based around the assumption that the demand for our
product will be high. If however a situation arises and we find that the demand is low,
we will be prepared to reduce it to £3.95 minimum. This would keep us on the same
level as Ferrero Rocher which we believe is fair. We will only be offering discounts to
traders that are looking to purchase items in bulk. We would be prepared to offer a
20% discount on orders placed of over 500 chocolate bars. This would attract shop
owners and big organisations to stock our items because they could make a healthy
profit from them. We will only be offering credit to trusted suppliers. To become a
trusted supplier with us, a company would have to meet either one of the following
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