International Marketing Chocolate

Question: Discuss about theInternational Marketing for Chocolate. Answer: Introduction Chocolate is one type of food product that is liked by every age group of people. It has cocoa butter that is loved by almost everybody and can be eaten at any time of the day as a desert or used between meals. Chocolates are used as a gift for the love birds and couples. It is one of the deserts loved by most youths. Haigh's Chocolates is a business owned by the Haigh family since 1915. They source the best cocoa beans around the world and take them through various processes hence providing quality chocolates for their clients. It is the first Australian owned chocolate manufacturer to achieve a certificate of UTZ for the use of ethically and sustainably farmed cocoa beans (Emmanuel 2008, pp. 128-136). The processes are undergone to enhance color and flavor of the chocolate. There are different unique blends of the chocolate, and each blend has its aroma and flavor for fresh and sweet taste fulfilling the customers' desires ( Ferret 2012). Chocolates vary in shapes to cater the consumers interests. There are loose, blocks, novelties, bars, confectionery and boxed chocolates. There are after sale services where chocolates are packaged delivered anywhere in Australia. Segmentation, Targeting, and Positioning of Haigh's Chocolates Segmentation Segmentation involves finding out different types of consumers and their needs, and consumers are the ones that make up a market. Many factors lead to the diverse characteristics of customers. For a business to capture a larger market or many consumers, it needs to divide the market into various segments. Segmentation helps the business enterprise to understand how different consumers react to promotion, the channel of communication, the price of the product and other tools of the market mix (Constantin 2012, pp. 3948). Given the fact that it is hard to cater for every consumer needs, it is important to employ segmentation since it helps to come up with various groups of customers sharing common characteristics. There are some factors that Haigh's has considered in achieving segmentation. Firstly, it has reviewed demographic variables. This mostly bases on dividing consumers into different groups, such as age, gender, income, location, education, and occupation. Haigh's chocolates have considered most of the demographic variables, for example, basing on location, one can order and control the delivery of chocolate. Distribution is made in a random manner, and in almost all parts of Australia, therefore, the consumer just has to order and name the place, and it is delivered. According to Doctor (2010), if Haigh's is considered as the integrated manufacturer, then the consumer will be enabled to make the control of the delivery made on the pattern of the official forum of return. This, therefore, makes the process of the distribution packaging. Chocolates can be used by both genders and at any age either for desert or in between meals. The costs are affordable, and flavors vary being able to a ccommodate almost every person. Secondly, Haigh's has considered behavior. Different customers behave differently, for example, specific customers love an individual brand. Haigh's have their branding that a customer can quickly identify and associate him/herself within Australia. Different customers like to feel differently according to their lifestyles. For example, there are those that like associating themselves with others while there are others that like to stand out on their own. This is the reason why Haigh's chocolates have different flavors and shapes to cater for the various needs of consumers (Ken 2010). Targeting Targeting refers to choosing a target market or consumer. The target market makes planning easier as the business person can know how to price the product, the market mix to use and distribution according to the target group. It involves dividing the market into segments and giving attention to one or few segments. A large target group or a growing group gets to attract more competition which is good for the business. One also looks at the strengths of the business to please particularly a certain target market. Targeting is, therefore, an important aspect in marketing (Blocker Flint 2007, pp. 810822). Haigh's mainly targets young people and couples that buy chocolates for gifts and consumption. A young generation is a target group that is growing very fast thus a real market. Chocolate easily pleases the young people and couples since most of them love chocolates. Seasonal packaging is also done by the business that suits their needs for the seasons or occasions. Positioning Positioning refers to the image that the business needs to create in the target consumers mind. This entails how the customers view an individual product and the company itself. This may include factors like pricing, value, quality, type of people that use the product, strengths, and weaknesses of the product. Businesses, therefore, need to come up with strategies to ensure that they achieve positioning of their products (Dent Harry 2008). The Haigh's chocolate is in the hands of a reliable family owned company since 1915. The company produces hand-made chocolates from cocoa beans. It was the first Australian owned chocolate manufacturer to be given a certificate of international UTZ for the use of well-farmed cocoa beans. The consumers adore handmade and chocolates of a very high quality. The company produces most authentic chocolate in Australia. This is evident since the company won an UTZ certificate of which no other Australian store has. The company, therefore, produces fresh, healthy chocolates from the beginning to the end hence achieving perfection. Perfection is the main thing that has considerably helped Haigh's to achieve positioning. This is because customers can positively perceive the company and its products. Haigh's has therefore produced a good relationship between itself and the customers. STP Approach for the Indonesian market A big market can be realized in Indonesia if the right STP approach is systematically implemented. The method involves selecting the type of market to serve and then dividing it into small segments. After that, identification and specification of the most profitable market segment are done. The business then finds a way of creating a particular image to the customers to emerge the winner among the competitors (Kurtz 2010). For successful implementation of segmentation in the Indonesian market, it is important first to realize and understand the product consumers. Indonesian consumers have different characteristics and behaviors. It is, therefore, important for Haigh's to first identify the different features that the Indonesian customers exhibit to achieve the best market for the goods and services (Charan 2009). It is also important to employ the marketing mix in the Indonesian market. This entails putting in place the four P's (product, price, promotion and place) to get a large number of customers. Firstly, the product should be considered by ensuring that the product provided in the market satisfies the consumer's needs and wants. The Indonesian market should, therefore, be provided with the best quality items that have useful features. The products should be assorted, branded, packaged and labeled well. After sale services are given by most businesses in Indonesia that attract more customers (Dowhan 2013). Haigh's should also consider price as an approach to segmentation; which is a sacrifice that a consumer makes to acquire a product. Indonesian market should be given discounts, allowances, and offering different payment terms for the customers and other different price strategies. It is also important to employ promotion in the Indonesian market. This can be the promotional mix which includes advertising and direct marketing, social media and others. Haigh's should also consider place to achieve much from the Indonesian market through providing access and convenience of the product. Location of a product can bring more customers if it is easily accessed and market coverage dealt with. These are therefore very useful aspects of consideration for successful implementation of segmentation (Bing Stanley 2007). Regarding targeting, it is important for Haigh's to evaluate the customer attractiveness Indonesian market has assessed the attractiveness of their clients. The company should target the main Indonesian customers especially the population of the young people since it is a fast growing population and interested in many things. The company should also fragment the Indonesian market. This makes it easier to reach the needs of the specific target groups (Belch et al. 2009, pp 205206). The appropriate channel used to target the Indonesian youths is the internet. This is because the young Indonesian generation is mostly found online. Targeting can significantly help in achieving a greater market share. Lastly, positioning should be done to achieve a large Indonesian market to create the best image of the market. Given that it was ranked the third country after China and India for the most growing market providing quality goods and services, the company needs to put in a lot of efforts to achieve positioning. The products should be the best that leave customers wishing for more. This will, therefore, help to achieve positioning of the company and its products (Dang 2012). Conclusions In conclusion, STP approach implementation is inevitable for the success of every business organization. Given that Haigh's chocolate operates in a competitive environment, like any other business, effective strategies of segmentation, targeting and positioning should be implemented as they give an extra advantage. STP helps an organization address the specific needs of different customers with different needs. To successfully extend the market Indonesia, STP approach needs to be appropriately implemented References Belch, G., Belch, M.A, Kerr, G. and Powell, I.,(2009) Advertising and Promotion Management: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney, Australia, pp. 205206 Bing, Stanley (2007)Crazy Bosses,Harper Collins Publishers, New York, NY, USA, Blocker, C. P. and Flint, D. J., (2007). "Customer Segments as Moving Targets: Integrating Customer Value Dynamism into Segment Instability Logic," Industrial Market Management, vol. 36, no. 6., 2007, pp. 810822 Charan, R. (2009)In The Era Of Economic Uncertainty: The New Rules For Getting The Right Things Done In Difficult Times Constantin, C., (2012) "Post-hoc Segmentation using Marketing Research," Economics, Vol 12, no 3, pp. 3948 Dang, A. (2012). Better pallet management keeps sweet demand at bay: Logistics and materials handling. Dent, Harry S. Jr.,(2008)The Great Depression Ahead: How To Prosper In The Crash Following The Greatest Boom In History Ken (2010)Newsonomics: Twelve New Trends That Will Shape The News You Get Dowhan, D. (2013). Hitting Your Target. Marketing Insights. pp.5. Emmanuel, O. (2008). Effects of tempering and fact crystallization behavior on microstructure-mechanical properties and appearance in dark chocolate systems. Journal of Food Engineering, pp. 128-136 Ferret (2012). Premium chocolate manufacturer turns to CHEP for pallet management solution: Ferret group. Festa, J. (2012). Chocolate and wine: A perfect pairing in South Australia's Adelaide Hills. Kurtz, D. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.