Marketing Plan of Divine Chocolate Essay Example | Topics and Well Written Essays - 2500 words

Marketing Plan of Divine Chocolate - Essay Example The researcher states that with Fair Trade, Divine Chocolate ensures that farmers always receive a better deal for their contributions and that money invested for social good eventually supported entrepreneurs, farmers, and co-operatives to access more capital for business.This Fair Trade will create a positive zeal among customers impacting their buying behavior and driving Divine’s profitability. Divine will go for strategic marketing mix with the focus on integrated marketing communication, competitive pricing, social media marketing, penetration pricing, segmentation, targeting and positioning strategy. The company expects that all these marketing strategies will help the company achieve higher marketing synergy reflected in performance and profitability, leading to 60 percent changes in the total turnover and relative gross profit at the end of the first year. In the UK, the chocolate confectionery market has been witnessing steady growth of 5% and the trend is expected t o continue till 2016. The UK chocolate market has reached nearly  £4,000 billion in 2011, which was a 21 percent increase over a five year period. Based on Mintel’s findings, it is reported that UK chocolate market is expected to reach to  £5,059 billion in the worst case or  £5,531 billion in a best case. The market trend is outlined above. With a view to grab the better slice of this emerging marketing opportunities, Divine Chocolate has strategized on its way of marketing chocolates by focusing on Fair Trade and ethical business. Founded in 1993 with the birth of Kuapa Kokoo which was a pioneering cooperative organization initiated by cocoa farmers in Ghana, Divine promised its customers to bring a delicious Fairtrade chocolate alternative. The marketing plan of Divine involves strict compliance with UK’s food and drug administration guidelines and EU’s Cocoa and Chocolate Products Regulations of 1993. The operations will have complied with other regula tions, or amendments to previous regulations related to food safety, chocolate or confectionary contents, ethical requirements etc that are prevailing in the UK.