Anglais création d'un produit

Few words about the Australian chocolate market, first of all, Aussie chocolate market represents over 2.67 Md AUD. Australia is the world’s ninth- largest chocolate consumer with 6,3kg/person and by year. Chocolate consumption increase every year, +18% in 2014. The share of the imported chocolate bar is around 20%, the rest is created directly on place by well-know foreign brand (Lindt, Mars industries…)

In the case of the chokabloc marketing campaign, we will divide our work in four strategies: Product, Price, Place, and Promotion, let’s start.

The New Chokabloc bar will be a high quality product; Australian market is a very competitive chocolate market where we have to stand out from our competitors who are already well established. Regarding to the packaging I thought use large part of Red and Black to evoke the luxury.

My research has shown that Aussie people love “Chic” products that why we will use these colors. The Brand “Chokabloc” will be written in gold color as a large stamp. Concerning the size and weight, I opted for something longer than competitors but more fit to give sense of finesse, our chocolate bar weights 45g against 50g for the others brands of the market. To conclude with the product aspect, the name Chokabloc comes from desire to remove the guilt from buying chocolate, especially for woman. The name evokes everything except something serious, formal. We want that is become the friend of little snack.

Now let’s turn to our second point, the price. It will be simple, we want flood the Australian chocolate bar market which means we must sell our product in volume. The price of one chocolate bar will be $2,4, our competitors are at $2.2, we are more expansive but not by very much (10%), while, if the consumer buy by lot of 2 it will be $3.9 so 35% discount off, this rebate offer will be removed gradually or simply adjusted ,depending on the reaction of competitors.

What about the distribution? It will be normal to sell it in traditional GMS Channels like Coles or Woolworth, to touch large part of the Aussie consumption and to facilitate access to these sweets. Also, Chokabloc will be distributed in the Coffee shop, cinema, bakery and others similar place. It will become available anywhere at any time.

It’s in this way on mind that it would be preferable to create a partnership with an Australian reseller to store our product. To perform; we need that each sales outlet will be continuously provided with chokabloc. We will be reactive and professional. Quickly, we will create our own warehouse and step by step our own distribution channel.

It remains to see the promotion of our chocolate bar, I wish touch everyone in the promotion campaign and to succeed, there is nothing better than TV advertising and panels advertising. Also I thought to be present in some women magazines, women are always consumed more chocolate than men, it will be an essential target as young people.

To succeed, we are going to draw on an easy message, Practical and New, It doesn’t melt, that means you can eat it at any time and when you want this is also a revolutionary product, never seen before. A woman can let it in her handbag all the day and savour it at her break time, this chocolate bar stay always cool!

The Slogan of the promotion campaign

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