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Contents 10 Introduction2 20 Chocolate Heaven2 21 The UK chocolate confectionery market2 22 Competition3 23 Segmentation4 30 Objectives8 40 Strategy9 50 Tactics10 Project Chocolate Heaven10 60 Control11 61 Qualitative Methods11 62 Quantitative Methods12 70 References Bibliography15 10 Introduction The aim of this report is to outline a strategic communications plan in order to assist Chocolate Heaven in fulfilling its objective of emphasising quality within its target consumers mind 20 Chocolate Heaven At present our company is a small handmade confectionery company based in Tottenham North London We specialise in luxuriant cream and liqueur fillings which for quality and taste is ranked alongside the finest in the world Additionally the opportunity of being part funded by the government with a grant has enabled our company to move to a purpose built facility based in a major industrial regeneration site This financial backing was part of the governments intentions to encourage industries with growth potential to expand production and be able to offer local residents jobs We both have existing skills and expertise with Albert having served an apprenticeship with one of the finest chocolate factories in Belgium and Caroline having a profound background in accountancy being able to deal with growing paperwork We have forecasted a boost in annual turnover of Chocolate Heaven from 000 to 000 within three years as well as doubling our staff figures which totals to six At present the customers of our company are department stores in the London area but due to the perishable ingredients of the products there is a restriction on the geographical area Consequently chocolate Heaven supply its products in wholesale quantities within 25 miles around North London base 21 The UK chocolate confectionery market The UK confectionary market was forecasted in 2002 to be worth 18 billion and the UK Chocolate confectionary market is forecasted in 2002 as being worth 5 billion accounting for the majority of the
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