The following proposal will be a strategic marketing

QUESTION

Marketing Plan for Pumpkin Flavored Chocolate brandof Royce CompanyExecutive summaryThe following proposal will be a strategic marketing plan for a new Manufacturer, increating a new brand of chocolate. My focus will be on the Middle East as I have a clearunderstanding of the demographic and what is available being a resident here myself. Theproduct I have chosen to focus on is a new flavor of chocolate that is available in other countries,specifically Japan but not available in the United Arab Emirates, there are many variations ofchocolate worldwide, which are still not available in the Middle East, which has a high expatpercentage and growing consumer needs. In order to create this successful plan I will develop aplan to position and sell within the United Arab Emirates. An example of this is Kit Kat GreenTea, which is sold in Japan but not in Dubai and with the growing Japanese communities withinthe city and Japanese grocery stores available; it is something that might be a success within thisgrowing community, and already popular chocolate in Japan. In order to make a similarchocolate available in Dubai I will come up with a campaign that will make people want to buyit. In order to do this successfully, research will need to take place.Situational analysisRoyce’ Futomi is a chocolate manufacturing company in Japan. It ventures in a line of improvedchocolate products such as Kit Kat Green Tea, chocopies, and pumpkin flavored chocolate. Thecompany has enjoyed enormous victory in the production of a variety of chocolates and suppliesacross the world. However, just like any other chocolate manufacturers, the Royce FutomiCompany has to continue reinventing the wheel and come up with new product to meet changingcustomer needs. To achieve this, Royce Futomi company has come up with a healthy chocolatebrand to be marketed to the public globally hence it has a plan to venture into United ArabsEmirates countries that has not experienced this newly introduced brand.The healthy newly introduced chocolate will be called Pumpkin Flavoured Chocolate.Pumpkin Flavoured chocolate brand will be an organic mixture of ingredients that that will meetthe increase demand for healthy snacks in the market. The product will be an opportunity for thecompany to reassert itself in the market as well as a way to give the consumers what they want.The product will be a success because, as Maxwell (2008) says, the market is turning fromsynthetic made products and turning to more organic foods and snack due to health needs.According to Evanson (2012), market data indicates that an increasing number for peopleare willing to pay more for a the new brand as long as they can be sure that it is an organic snack.This, as Stevenson (2011) asserts, is very important in the marketing of natural organic snackbecause the production of such chocolates is more expensive as opposed to the syntheticchocolates and this is an important factor because the prices for the product have to meet theproduction costs and the profit margin. The main challenge in marketing Royces PumpkinFlavored chocolate will be to overcome market barriers caused by customer loyalty to theexisting products. According to consumer insights, a great number of GCC nationals are loyal tospecific brands and find it hard to change from one brand to another (Wilson, 2009). However,Royce will be able to overcome this problem because it will be targeted to both the youngerpeople who are more willing to explore more possibilities and the older population who arehealth-conscious. This will however not be a complete advantage in itself because once thesecustomers have switched to Pumpkin Flavored Chocolate; the challenge will be to make themloyal customers as the product grows.Market summaryThe brand endeavors to appeal to health-minded customers who want nutrient-rich but littlecalorie sport beverage. Royce and its cross brands have been very prosperous, experiencingsubstantial profit gains in the previous years since its launch thirty-three years back. The productwill be available in super markets, and to begin with airlines who have Japanese sectors in theirroute. These are places with high number of prospect consumers of the new chocolate brand.SWOTStrengthsThe area where Royce Company may have the prospect of avoiding this competition from theexisting chocolate manufacturers, however, is in its paybacks. The merchandise is vegetableenhanced, which gives it a competitive power over other synthetic snacks. Royces leadingcompetitors are its own cross brands, which makes it, gain in the marketplace. It is also a newflavor, with a high demand and no supply. Generally these types of chocolates are only found innovelty stores, and high cost.WeaknessesRegrettably, Royces Pumpkin flavored chocolate brand besides other chocolate manufacturingcorporations, have had to enter into a competition with existing , as the upsurge in consumerconcern with cost and ecological effects have reduced sales. Large brand chocolate corporationshave also seen an increase in the number of customers who strive to save money by substitutingexpensive and unhealthy snacks with affordable and healthy ones. It is also, a new brand withinthe Middle East, so it will need to be positioned correctly in order to create a demand for it.OpportunitiesThe company has an opportunity to participate within its own growing industry of RoyceCompany that has flourished for years. Its decreased products costs through economy of scaleare another opportunity to thrive in the current economic situation. Moreover, the company hasthe capability to influence other industry participants marketing efforts to help grow the generalmarket of its products.ThreatsPeter Swiss Milk Chocolate is a direct competitor of Royces Pumpkins flavored new brandchocolate, as it has remained to be the top manufacturer of milk chocolate internationally.Customers are particularly apprehensive in the current world with low sugar and low calorie orno calorie added snacks, and perceive the Royces pumpkin flavored chocolate brands to behealthier preferences. Gauging consumer behavior of in UAE countries will be problematic as faras dealing with stereotypes, perceptions, culture and legal laws will take quite some time to catchup (Laroche, & Cleveland, 2006).Product OfferingRoyce Company at the present offers a number of products:The first product that has been produced is Chocopie that is a well-presented product that is tastyand is more or less associated with high-class consumer market however, at an affordable price.This gives the company good sings since the products is attractive enough both physically andpocket friendly in terms of its purchase.The second product is Kit Kat Green Tea which are specifically meant to provide glucose to thebody hence reenergize the body in the event that one feels weak and cold. This could improvethe situation whereby the consumers can affordably purchase the product unlike before whereother energy drinks are quite expensive for the consumers to purchase them. Trademarking thisproduct is apparently ongoing.Keys to SuccessThe keys to success are the ability Royce Company to design and manufacture products thatmeet market needs in Dubai. In addition, Royce Company must ensure total customer fulfilment.Upon achieving these keys to success, the company will become profitable as well as sustainablenot only in UAE but also globally.Critical issuesTo succeed in the market, the firm will have to utilise the changing market trends- the market isrealizing the importance of taking natural and organic foods as opposed to the traditionalsynthetic foods. This, as William (2010) says, has been caused by the increasing health issuesand the increasing campaigns by the health organisation asking the public to be more considerateof the kind of foods they eat, especially manufactured foods. This presents a good market fororganic foods and the public will only need to trust the product.ReferencesEvanson, M.S. "Understanding Health Issues in Marketting Food: Price Versus Health."Journal of Health and Food (2012): 39-41.Maxwell, N.D. "New Trends in the Food Market." Journal of Marketing (2009): 12-18.Stevenson, N.D. "understading Marketting and The Paradigms in the Market: The FoodIndustry." Food and Beverge Research Journal (2011): 13-21.William, N.D. "The Development of New markets: Health Issues and Organic Foods."Journal of Marketing (2010): 19-25.Wilson, J.D. Marketingin the new market Environemnt . New York, NY: PearsonEducation Books, 2009.Laroche, M., & Cleveland, M., 2006, Acculturation to the global consumer culture : Scaledevelopment & Research paradigm, Journal of Business Research, pg11.

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