Marketing Strategy for Maxi's Chocolate Company

Table of Contents

Company Introduction, Market Segmentation, and Product Positioning1

Company History1

Our Main Products2

Designing a Customer Driven Marketing Strategy2

Production Concept2

Product Concept2

Selling Concept3

Marketing Concept3

Market Segmentation3

Market Profit3

Geographical Segmentation3

Age and life cycle3

Gender3

Income3

Promotion Mix strategy4

Distributors4

Objectives of Advertising4

Reportable Segment5

Target Marketing To Adults6

Message strategy6

Market Analysis6

Market Products7

Product Characteristics7

Service component of the product entailing Internet marketing7

Sales Promotion Strategy10

Direct mail10

Channel strategy10

Advertisement10

Branding of Chocolate Company11

Domestic and Global Product Branding Strategy11

Branding Position11

Brand Characterization11

Brand Recall and Brand Recognition12

Brand Awareness12

Optimum Pricing Strategy12

Distribution Channel Analysis13

Push or Pull Strategy13

Distribution Strategy and how it Supports Branding Strategy14

Advertising Strategy14

Maxi's IMC specifications16

Main features of Maxi's IMC16

The Brand Focus17

Experience of the Consumer Experience17

Tools of Communication17

Tools of Promotion17

Tools of Integration18

Pester Power18

Future Approach19

Action Plan19

Integrated Market Plan19

References27

Marketing Strategy for Maxi's Chocolate Company

Company Introduction, Market Segmentation, and Product Positioning

The marketing strategy of a company includes different components of marketing activities in relation to companies' competitors and customers (Taubert, 2007)

Company History

The Maxi Company, formerly Maxi Foods Corporation, commonly referred to as Maxi's, is the manufacturer of chocolates largest United States. Its headquarters is located in Pennsylvania, a city permeated with the aroma of cocoa. It was founded by Milor S. Maxi in 1890 as a subsidiary of Maxi Chocolate Company Lancaster Caramel Company.

Maxi is the chocolate company that deals with different chocolate products that contain nutrients and vitamins, which are rich in fruits and nuts. The company believes that in making the tasty chocolate, whether covertures or the bar chocolate. Maxi Chocolate Company is basically a young growing company. Maxi is one of the oldest chocolate companies in the United States, and an icon in American culture for its famous chocolate bar. The Maxi Company owns other candy companies and is affiliated with Resorts Company and Maxi Entertainment.

Our Aim and Vision

The governing objective for Maxi Company is to deliver the superior shareholder value

To grab the customer, such a way that in every pocket there should be maxi chocolate

Sustainable growth of Maxi's market through the aggressive product development

Investing for developing people

Focusing on the cost competitiveness and productivity in innovation and operative utilization of the assets

Our Main Products

Maxi's Classic Chocolate

Maxi's Reese's

Maxi's Kisses

Maxi's Twizzlers

Designing a Customer Driven Marketing Strategy

The customer driven marketing strategy of Maxi's Chocolate Company focuses on targeting high profit markets.

Production Concept

The product the company offers are quiet favorable and affordable for the customers, and Maxi also focuses on the quality improvement according to the requirement and need of the customer. They also focus on improving the distribution and production like improving the transportation chain.

Product Concept

The products of Maxi's chocolate company are distinct and possess superior quality. The products are offered with superior quality and affordable prices to satisfy customers.

Selling Concept

The promotion takes place through electronic media and other advertisement channels.

Marketing Concept

The marketing concept focuses on understanding customer requirements; for instance offering small sized chocolates for children so that they can afford them.

Market Segmentation

Market segments are based on the basis of similar need and wants of customers.

Market Profit

The company believes in earning market profit by establishing strong relationships with competitors, offering affordable prices, and good ...