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Essay example - Marketing Communication Plan for Green and Black Organic

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Masters
Essay
Marketing
Pages 18 (4518 words)
This paper focuses on marketing communication strategies and objectives. This proposal is prepared to be presented before an agency by Green and Black organic for illustrating their communication strategies they are thinking to opt. …

Extract of sample

The intention of this study is Green and Black organic as basically a premium priced chocolate manufacturing company founded in 1991 in United Kingdom by a couple named: Craig Sams and Josephine Fairley. The name of the brand Green and Black Organic is very meaningful. The Green in the brand name represents the organic quality of the brand and Black represents the dark chocolate which is basically the specialty and core product of the brand. The brand expanded and added Maya Gold to its product range in the year 1994 when the two founders of the Green and Black Organic met up with some Mayan smallholder farmers who planted cocoa trees and agreed to buy at a fair price. These cocoa beans were used to create the traditional flavor of Mayan chocolate drink. Green and Black Organic earned the UK’s first Fair-trade mark as a result of Maya Gold. In the year 2005, Green and Black Organic was bought by Cadbury Plc. Kraft foods finally got hold of the company in the year 2010. The competition of the Green and Black Organic includes; Toblerone, Lindt and Thorntons. Green and Black Organic has asked the A team agency to come up with a Marketing Communication Plan to help it to not only sustain its market share but also work to increase it. The marketing plan will aim to create increased awareness about the brand so that consumers do not mind paying the extra pound. The A team agency has been provided with a budget of 750,000 pounds to develop a marketing plan for Green and Black Organic. ...
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