CASE PROBLEM: (500 words) You are the CEO of SH Confectioners and have requested

Question

CASE PROBLEM: (500 words)

You are the CEO of SH Confectioners and have requested your marketing department to devise a marketing plan for your new line of Grand Marnier filled (a potent orange flavored liquor), chocolates.

The chocolate line is touted to be high-end, high-quality, gourmet confectioners chocolate with imported and premium ingredients.

You are located in San Francisco, California and intend on marketing to the western market (Nevada, Washington, Oregon, California, Arizona, Idaho and Utah); to begin by Valentines Day.

1 What should your strategic goals be?

2 What will you require of the marketing department's plan to market your new product?

3 Will you have any regional concerns with your product?

4 Should you make a substitute available to the liquor component of the filled candies? Explain your decision.

Explanation / Answer

The strategic goals of SH Confectioners must be: To strategic place the chocolate in the chocolate industry To create awareness among the consumers about the chocolate line The marketing strategy must aim at highlighting the differentiating factors of the chocolate line so that the consumers are able to uniquely identify it. The marketing launch of the chocolate must be in relation with the Valentine’s day so that the sales of the chocolate can capitalize on the event The marketing plan must be: Focused on specific product placement of the chocolate as premium product Proper analysis of the market must be conducted to identify the market trends, bargaining power of customers, suppliers, etc. Must address the environmental and social factors which may affect chocolate’s business The modes through which product marketing will be conducted The avenues which will serve as product placement strategy The role of primary stakeholders in the launch of the chocolate line There can be regional concerns with the product as they are liquor based chocolates, which may be offensive for culture and sects of some states. Also the association of the chocolate with love and Valentine’s Day may be objectionable for some sects. Yes, the company can think of a liquor substitute in the chocolates as some sects or culture may find it offensive. Their culture and beliefs may stop the children from consuming such chocolates. Hence, based on regional considerations and market analysis, the company can come up with liquor substitutes like caramel, jelly, etc. This will help in increasing the market coverage and consumer base of the company.

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