Be Enchanted

Overview
Introduction

Marketing
mix

Environmenta
l factors

Competitiven
ess

Recommendatio
ns

Conclusion

PLC For Rock Candies

CREATE BRAND PREFERENCE

GAIN MARKET SHARE

Current Marketing
Objectives
Market Penetration
Target specific audience
Special Occasions
Product
Development

Research and Development of

new products

Marketing Mix
Product
Core
Comfort food

Tangible
Visually appealing

Augmented
Customization

Flavours

Natural
ingredients

Marketing Mix
Price
Normal

Recommende
d

50g

$5.90

$6.90

80g

$7.90

140g

$12.90

Marketing Mix
Promotion

Social media

Television
programmes

Word of mouth

Marketing Mix
Place

Consumer
Segmentation
Walk in
Bulk
customer
order
s
clients

Young

Old

SWOT analysis
(INTERNAL)
Favorable
(Strengths)

Unfavorable
(Weaknesses)

Natural imported
extracts

Inconsistency in flavors
due to seasonal changes

Niche cultural flavors

Color will fade after 3-6

months due to natural
colouring

Natural colourings

Low brand awareness

Candy does not trigger

allergy reactions

Lacks a proper website

Well trained and friendly

staf

Only 1 retail outlet

SWOT analysis
(EXTERNAL)
Favorable
(Opportunities)
Growing consumer
aversion to artificial
flavours and colours

Unfavorable
(Threats)
Increasing competition

Ofers of partnership
Threat of new entrants
from gifts/toys shops and
corporations
Social media
advancement

Threat of substitutes

61975969
=228

113.03
108.19
1=4.8
39

Environmental
factors
Economic growth
Support from
Support from
government
(SME cash grant)

Innovation and
efficiency

Low inflation

S Health conscious

Industry and competitive

Threat of New Entrants
analysis

High

Easy recipe to
duplicate
Low sunk costs
Low skilled
labour
Low barriers to
entry

Entrepreneur (left)
and unskilled
labourer (right)

Moderat
e

Industry and competitive

Threat of Substitute
Products
analysis
Chocolate /
Confectionery
Satisfy consumer
cravings
Comfort foods!

Imperfect substitutes

Chocolate is not as
attractive as rock
candy

Industry and competitive

Bargaining Power
of
analysis
Buyers

Low

Many buyers
Small volume of
orders
Low absolute share
of firms sales
Cannot afect firms
prices

Many buyers

Industry and competitive

Bargaining Power
of Suppliers
analysis
Asian
sugarcan
e farmers

Moderat
e

Many suppliers

Common
ingredients with
many
substitutes
However, some
ingredients come
from exclusive
suppliers

European
Supplier

Industry and competitive

Rivalry Among Existing
analysis
Competitors

High

Oligopolistic
Products are
close
substitutes
Limited
diferentiation

Recommendations

Recommendations
Improving Indirect Distribution
Channels

Generic

Recommendations
Improving Indirect Distribution
Channels

Share the same brand personality

Generate greater
awareness

Recommendations
E-Commerce

Virtual retailers

Raise Brand
Awareness
Stimulate Demand

Recommendations
E-Commerce

Compare price

- Conveniently place the

order

Create a website

Build Credibility
Access business at
anytime and anywhere

Recommendations
Targeting Youths &
Adults
Over half surveyed:
Quality
Taste
Work with tertiary institutions and
universities

Recommendations
Targeting Youths

Collaborate
with schools
Organize
bazaar and
road shows
Sponsorship
Brochures

Exposure to
vast flavor
choices
Novel and not
replicated
Greater
diferentiation

Recommendations
Targeting
Adults

More healthconscious
Include
nutritional data
Greater
awareness of
quality

Parents
Decision to
purchase
Generate
publicity
through
magazines

Recommendations
Loyalty
programmes

Walk-in

Entitled to free
candy
Discounts for
recycling

Bulk
buying

Priority service
Special packaging
Free delivery

Conclusion

Q&A