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Chocolate Factory

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Submitted By blitzbliss
Words 6000
Pages 24
1. original research & situation analysis a. Trend in Thai market b. SWOT c. Competitors 2. objectives a. to increase awareness among chocolate lovers b. to build loyal customer base 3. definition and insights of target audiences a. STP b. Insights 4. concept for the launching of chocolate facts a. life is chocolately bitter sweet i. life is like a chocolate that has bitter and sweet taste 1. bitter time in life ( chocolate to comfort 2. sweet time in life ( chocolate to celebrate 5. marketing communication massage & channels (viral/online and consumer activations) a. IMC i. Advertising ii. Public Relations iii. Sales promotions iv. Activations v. Viral vi. Website 6. Detailed budget for the entire program 7. success measurement methods a. lead back to objectives

SITUATION ANALYSIS

[Market Analysis]

The level of chocolate consumption in Thailand is considered as relatively low when compared to other foreign countries, especially those in Europe region. Although the chocolate consumption rate in Thailand has gradually increased from 0.144 kilogram per year per person in 1997 to 0.26 kilogram per year per person in 2007, countries in the Europe region have the chocolate consumption rate as high as 11 kilogram per year per person. While country in Asia like Japan has the consumption rate of 2.2 kilogram per year per person. Therefore, the chocolate market in Thailand still sees a lot of potential market channels that can lead to overall market expansion.

Nonetheless, when it comes to chocolate, Thailand has limited production feasibility namely low quality and quantity of cocoa that can be produced

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