Individual Report Essay

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Marketing Communication Plan for Green and Black Organic Contents Contents 2 Introduction 3 Company’s Brief- Green and Black Organic 4 SWOT analysis: 4 Analysis of the Primary and Secondary Research 6 Marketing Communication Objectives 7 Models of Marketing Communication: 7 Marketing Communication Strategy: 12 Marketing Communication Mix 13 Public Relations: 15 Event Sponsorships 15 Sales Promotion 16 Internet Marketing 16 Print advertising: 16 Other Promotion Mix Tools: 17 Scheduling and Implementation of Marketing Plan 17 Budget Evaluation and Control 18 Introduction Green and Black organic is basically a premium priced chocolate manufacturing company founded in 1991 in United Kingdom by


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. ...
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