- introduce new ways and new experiences of eating chocolates, given the technological advances in the manufacturing process, i.e. sugar-free chocolates, chocolates with fruits and nuts, chocolates with cereals, etc.
- While there is common notion that chocolate purchases decline during economic recession, there are reports that suggest portion of the consumer budget is being used for personal indulgence, as indicated by the decline in savings ratio during economic downturn. Strategic communications must be able to target this market that will spend on chocolates for indulgence in spite of economic downturn
- Strategies should include campaigns that will highlight the lingering good feelings resulting from eating chocolates at a time when negative sentiments brought about by economic recession dominate the general mood of the public
Given the above objectives, the marketing communication efforts should be able to contribute to the overall target of the chocolate confectionary industry to grow by as much as 17 percent in the next five years, or an increase of two percent in real terms.
Message 3 – Chocolates are produced by corporate citizens who give back to society what it has received from the public. It practices social responsibility and looks after the welfare of the community where it operates.
To communicate effectively, the promotional mix efforts will have to hire advertising agencies to develop effective sales ads; sales promotion specialists to design targeted sales promotion programs; direct-marketing specialists to build database and interact with customers and prospects by mail and telephone; web developers/graphics design artists/IT experts to develop and maintain the marketing campaign online, and public relations firms to supply product publicity and develop positive image for chocolate products and the chocolate-eating habits. What is important in the marketing