A proposed marketing plan for Chips Delight Chocolate Magic

• Main Authors: Ang, Diane Abigail T., David, Marisse D., Teodosio, Maria Debbie Ann E., Uong, Flamae Faye S.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18185
• Institution: De La Salle University

Galinco, maker of the top chocolate chip cookie Chips Delight, has been in the market for over 15 years and is continuously giving the best quality of products. In 2010, Chocolate Magic (CM) was introduced as its new product line. Though CM has been in the market for more than a year, most consumers were not aware that such product existed because no advertisements were made regarding the product. This study will discuss the strategies conceptualized by the researchers in building awareness for CM. With all the well-established chocolate brands in the market, the group believes that Galinco should try to capture a different market, which has not yet been catered to in the local chocolate industry. Accordingly, the researchers proposed in producing a mint-flavored chocolate line that would relieve any kind of stress due to the health benefits of both dark chocolate and mint. Renaming the product to Kismint is one of the group's strategies to suit the new product. The strategies will heavily focus on advertising and promoting the mint-flavored chocolate line to create awareness and capture a market share in the local chocolate industry. For the first year, the new product will focus on college students aged 16-21 from the socioeconomic class C since these students are prone to stress due to school. Advertising costs of re-creating CM to a whole new chocolate line include advertising expenses such as in-store shelf wobblers, and promotional hand fans, free sampling, sales promotion for the product launch, and public relations expenses such as sponsoring school organizations. These costs will promote Kismint to its niche market and try to see if there is indeed a market for such product.