Marketing Organic Chocolate Bars the Thesis

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Promotion: Promotion will focus heavily on retail channels that are key to the product's success. A large presence in these channels is required to compensate for lower margins than other organic chocolate competitors.

Competitive Advantage: In most organic food categories, organic foods are similar to non-organic foods with the exception of all natural ingredients and growth techniques. We feel that competitors such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own have really missed the boat by developing entirely new designer flavors. While organic foods are priced higher than non-organic foods, organic candy bar makers have tripled or quadrupled the price of a regular candy bar, making the price out of reach for many consumers. Thus, Everyday is about duplicating existing non-organic options at a more reasonable price point.

Integrated Marketing Communications is a term used to describe a holistic approach to marketing and considers the relevance of advertising, direct marketing, sales promotion, publicity/public relations and personal selling to ensure consistent and effective messages to the consumer.

Advertising is the paid communication through which relevant information about the product is conveyed to potential consumers via print, online, radio, or television mediums. Neff (2009) reveals many interesting research results about the effectiveness of advertising and specific mediums. Although expensive and there is increasing clutter, 22% of word-of-mouth conversations are generated directly by advertising.

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These 22% are much more likely to include brand recommendations than the remaining 78% of brand-related conversations that weren't generated directly by an ad. However, most marketers, except for the heaviest of spenders, lose money with television advertising. Print is more effective than television or online at creating purchase intent and produces a higher sales life per dollar spent than television. Average sales lift from online advertising at least matches television for package-goods brands. Store display and online search advertising techniques used together produce a higher lift than the combined effects of using either separately.

Direct marketing sends messages directly to consumers, without the use of intervening media. Examples include direct mail, e-mail, and telemarketing. It delivers a specific "call-to-action" with responses that can be easily measured. While direct mail can quickly fall into the junk mail bin and accurate lists may be difficult to obtain, businesses can take steps to make sure their direct mail is personally relevant to the consumer and can test their approaches to determine if they will get their expected results without spending a lot of money (Liesse, 2009). Further, mail and e-mail make couponing and sampling very easy to execute.

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