Summative Assessment

Strategic Marketing

Module Title Strategic Marketing

Module Code RBP020L061A
Module Convener Prof Mohammed Rafiq
Tutor Dr Declan Scully
Student ID VAG20487550
Student Name Milankumar Vaghani

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 Executive Summary

The report is done to analyze the strategic marketing planning of sugar-free chocolates in the
global market. The report describes the product and services and identities of the key
competitors and their position in the marketplace. Customer attitudes and social-ethical issues
of the product have been analyzed in the report. The report discusses the basis of segmentation
and the reason for choosing the action. The recommendation is given on two bases - Traditional
marketing mix elements and Service marketing mix elements. The process, people, physical
evidence, and channel have been analyzed to understand the preference rate on sugar-free
chocolates in the consumers. The discussion on the issues has been incorporated in the report
to understand the marketing strategy of Chocolates.

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 Table of Contents

Part 1: Introduction and Product Description................................................................................4

1. Introduction.......................................................................................................................... 4
2. Product Description.............................................................................................................. 4
Part 2: Critical Analysis of Market Context..................................................................................5
1. Key market trends................................................................................................................ 5
2. Key competitors and their position.......................................................................................6
3. Current attitudes of Customer..............................................................................................8
4. Social and ethical issues......................................................................................................9
Part 3: Segmentation, Targeting, and Positioning (STP)..............................................................9
1. Segmentation and Targeting................................................................................................9
2. Positioning.......................................................................................................................... 10
Part 4: Recommendation on Extended Marketing Mix...............................................................11
1. Product Marketing Mix Elements........................................................................................11
1.1. Product........................................................................................................................ 11
1.2. Pricing Strategy........................................................................................................... 11
1.3. Promotional Strategy including Digital Media...............................................................12
1.4. Channel or Distribution Strategy..................................................................................12
2. Services Marketing Mix Elements......................................................................................13
2.1. Process........................................................................................................................ 13
2.2. Physical evidence........................................................................................................13
2.3. People......................................................................................................................... 13
Part 5: Implementation issues and discussion...........................................................................14
1. Health-related issues..........................................................................................................14
2. Threat of Replacement.......................................................................................................14
Conclusion................................................................................................................................. 15
References................................................................................................................................ 18

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Part 1: Introduction and Product Description

1. Introduction

Marketing strategy is referred to as a game plan for achieving success in a business which is
mostly based on the products. Appropriate strategic marketing is important for the product
building and sustainability of any company. In this study, strategic marketing planning for the
product of sugar-free chocolates has been analyzed and discussed in detail. Therefore, an
overview of the products, analysis of their market trends, customers’ view, different marketing
strategies such as segmentation, targeting, positioning is discussed in detail. In this study, after
reviewing their position in the global market and their problems, proper recommendations are
provided to acquire the position in which the product has been early achieved.

2. Product Description

Sugar Dash, a company that makes sugar-free chocolates will launch. Providing healthier
chocolate that contains less sugar but also ensuring diabetic patients' safety and satisfaction.
With global sales (Nielsen, 2008; Palazzo, Carvalho, Efraim, & Bolini, 2011), chocolate is
among the biggest growth products in the confectionery industry. Consumers become more
worried more about sugar and caloric intake in confectionery goods, as well as their
carcinogenicity, with sweetener products gaining prominence. Sugar Dash contains sucrose and
It will be used as a sugar substitute in the manufacture of low-calorie chocolates and with low
metabolizing sugars, especially for diabetics (Taylor, Fasina, & Bell, 2008). This results in a low
calorie and insulin reaction, which is beneficial to diabetic patients and non-diabetics alike.
Diabetic patients of different ages will be our goal. Sugar-free Regular Chocolate, Sugar-free
Milk Chocolate, and Sugar-free Fruit n' Nut Chocolate are among the items we sell. The flavor
and quality of our chocolate are the competitive advantages in which our company can
compete.

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 Figure 1: (Source: Industry & Primary Sources, Research Nester)

Part 2: Critical Analysis of Market Context

1. Key market trends

Nutrition experts have cautioned for years about the harmful effects of sugar on health and the
dangers of excessive consumption. However, there has been a noticeable change in consumer
habits in recent years. The sugar-free product market has grown considerably as customers
emphasize their long-term health by lowering sugar consumption (Fritscher, 2021). According to
Mintel's research, approximately three out of every five people prefer sugar-free goods for their
overall health. Today’s modern sugar-free chocolates are more varied and deliver different
degrees of consistency in terms of color, consistency, taste, and flavor than their sugar-
containing equivalents (Aidoo et al, 2013). The movement toward healthy food leads the market,
affecting consumer preferences and shopping behaviors dramatically. Consumers want goods
that enable them to consume without the use of sugar in response to a slew of nutritious
guidelines. The fact that a sugar-free item is a healthier version with unhealthy calories is critical
to its performance. Consumers today are keen to try sugar-free or low-sugar items, but not at
the cost of fun, especially concerning chocolate. Sucrose is perhaps the most widely used sugar
in the food business, and it's a primary ingredient in the sentient preparation of food to achieve
sweetness (Jamieson, 2008). Appropriate sugar substitutes are effective if they have a flavor
profile that closely resembles sucroses. Sugar-free items, depending on the process, can be the
most difficult to develop because all of the sucrose must be replaced.
According to Mintel, the sugar-free industry might increase by another $36 billion over the next
three years, maintaining its present steady growth and increasing market share across the food
and beverage industries.

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 Figure 2: Chocolate consumed per capita each year (Source: Forbes)

2. Key competitors and their position

Sugar Dash provides chocolates having sucrose in them while low caloric and organic product
satisfying the needs of diabetic patients and those who are nutrition and health-conscious.
Though Sugar Dash appears to have no barriers to category adoption or brand value, it must be
cautious in the face of changing competitive and consumer conditions, as well as potential shifts
in product communications. Sugar Dash will have to proceed carefully in the future. On the one
side, it must exploit the potential presented by the rapidly evolving health pattern and expand
the brand's distribution outside supermarkets.

2.1. SWOT Analysis of Sugar Dash

Strengths Weakness
 Healthy Brand  Newly entering in the highly
 Low Calorie and Sugar-free Chocolates competitive market

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 for diabetic and health-conscious  Lack of Marketing Strategy against
people rivalry
 Competitively Low Price
 Strong Distribution Channel
 Wide variety of Chocolate Products
and Categories
Opportunities Threats
 People are getting more health-  Threats of Substitutes
conscious  No brand loyalty in the Confectionary
 Increasing acceptance towards sugar– industry
free products  New Competition is arising and existing
 Awareness from nutritional benefits competition is getting stronger
 New variants are introduced in the
market

Sugar Dash

Figure 3: Brand Positing Map

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 Figure 4: Sugar-free chocolate competitors and their sales (Source: Statista)

3. Current Attitudes of Customer

Sweeteners aren't all sugar substitutes, as health-conscious consumers are aware. They are
unable to replicate the vast variety of functional characteristics of sugar that food producers use
to control the color, scent, taste, and shelf-life of their products, limiting their use in products.
Such sweeteners harm flavor, while others are unpredictable when processed or baked, and a
few have been rejected for human consumption. Health-conscious consumers are becoming
more involved in reshaping daily eating routines. Although progressive fitness customers are a
small number in terms of total figures, their effect on food culture is excessive (Bergen, 2020).
Health-conscious consumers are sharing their love and experience with others to assist them in
living a healthier lifestyle. Consumers are paying more attention to diet intake, such as
nutritional value, protein content, and other factors, rather than only reducing cholesterol, blood
pressure, or eating a low-fat, low-carb diet. Consumers, on the other hand, are turning away
from fat-free and diet food in favor of organic vegetables, meats, sugar-free chocolate, and
healthy fats (Mintel, 2018).
Sugar Dash has enabled brand producers to create higher-quality sugar-free chocolates that
taste, smell, and consume like conventional chocolates. The final result is a line of brands that
people will enjoy when attempting to live a healthy lifestyle. The effect of sucrose formulation on
customer demand for milk chocolate was studied by (Barringer and Prawira, 2009). Despite
having less cocoa powder, chocolates with 40% sucrose had slightly more chocolate taste than
those with 30% sucrose. That also allows customers to reach their weight-loss goals without
having to give up their favorite foods (Bergen, 2020).

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4. Social and ethical issues

Social Issues: The widespread exploitation of child labor on cocoa fields in Western Africa has
been highlighted in recent years. Since then, the industry has been more prone to human rights
breaches, which continue to occur (Anna, 2013). The need for low-cost cocoa has risen in
tandem with the growth of the chocolate business. Cocoa growers make less than $2 a day on
average, putting them below the poverty line. While most of the under-aged workers in the
cocoa field ended up being sold to the traffickers or farm owners because those children lack
education and awareness.

Ethical Issues: Sugar Dash has come at a slightly higher price than many other local
chocolates available in the market, so it may be a great social issue for the business.
Furthermore, Cocoa originated in South America, and the cocoa industry has been plagued by
major problems such as poverty, child labor, and environmental degradation for decades.

Part 3: Segmentation, Targeting, and Positioning (STP)

1. Segmentation and Targeting

Segmentation

The segmentation of the products of the sugar-free chocolate industries is mainly based on a
mixture of demographics, and physiological factors. Individuals of all age groups and
demography consume sugar-free products and enjoy them very much. Sugar Dash offering the
products mostly depends upon the production capacity, pricing of the different products, storage
facilities at the outlets, and packing designs (David et al. 2017). Sugar-free chocolate is divided
into two categories: 100 percent sugar-free and no added sugar. By the end of 2023, the 100
percent sugar-free segment is expected to hit USD 3.05 billion, with a CAGR of 7.02 percent.
The no-added-sugar segment, on the other hand, would rise at a CAGR of 6.66 percent, with a
market size of USD 2.78 billion (Market Watch, 2021). The Sugar-Free Chocolate industry can
be divided into North America, Latin America, Western Europe, Eastern Europe, China, Japan,
SEA, and Middle East Africa, based on demographics.

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Targeting

Considering the prevailing demographic patterns of the boomer generation aging and learning
more for their health, as well as the rise of diabetes, it has been predicted that this segment will
continue to evolve. Diabetics was always a natural focus for this group, but now there are,
sadly, more of them, it is much more so. However, there is a conventional perspective to
represent when marketing this chocolate segment to customers. The huge numbers of people
who are eating healthy and worried about their weight, and those who are restricting sugar
consumption for health reasons or looking for “smarter” snacks and desserts. The category's
more conventional style also allows for a younger audience. Sugar-free solutions are also
available to children and teenagers, both specifically and by their guardians. It aligns with the
food industry's broader attempts to curb youth obesity, and several schools' desire to implement
"healthier" food services.

2. Positioning

Consumers in the sugar-free range, even far more than any other confectionery segment where
it is considered a guarantee, would never tire of one part of the commodity. That is a good flavor
and aftertaste. As a result, sugar-free candy makers are constantly playing with new sugar
alternatives and variations of substitutes to create the "sweetest" sugar-free candy possible.
Sugar Dash is a low-calorie, organic chocolate marketed as a fitness companion. About the
image of a product like sugar, it has a unique product image.

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Part 4: Recommendation on Extended Marketing Mix

1. Product Marketing Mix Elements

Figure 1: Marketing Mix 7p

1.1. Product

Brilliance, Milk, and a variety of fruit flavors are used in Sugar Dash chocolates. Each chocolate
of this brand is sugar-free and comes in a variety of flavors, each with its bright packaging. This
melts easier on the mouth, providing consumers with a more vivid taste experience.
Additionally, chocolate is suitable for health-conscious individuals. Sugar Dash is a brand of
high-quality sugar-free chocolates that has grown in popularity as a result of increased market
awareness. The brand becomes stronger as a result of an appealing and exclusive customer
proposition. As a result, a good brand raises brand recognition when consumers buy sugar-free
chocolates for the first time, encouraging further purchases.

1.2. Pricing Strategy

The price of the product is set as per the quality, and therefore it varies from one product to
another. Sugar Dash uses a mixed pricing strategy to satisfy the customers depending on the

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size of the products, packaging, market demand, and competitive advantage (Wolde, 2016).
Sugar Dash has devised the pricing with a proper strategy to meet the demands of the targeted
audience, and the compiled gift packets have helped to increase the number of consumers.
Sugar Dash has used several pricing strategies to increase the global market worth as follows:

● Skimming pricing of the Sugar Dash product is set very high to utilize the desire of
people to buy the product at any rate.

● Economy Pricing is done depending on the size and customer preferences which cater
to a wide range of consumers.

● Bundle pricing is done to help the customers get the product at a lower rate compared
to when purchased individually (Bailey and Alexander, 2019).

1.3. Promotional Strategy including Digital Media

The promotion of any product largely depends on the push and pull factors. Introducing the
Sugar Dash chocolates in the global market may be known as a push factor; however, the
health concerns related to the products may be the pull factors in promoting the product. It has
been observed that teaching the targeted audience is becoming easy with the help of digital
marketing.

The world is getting digital, and the influence of digital media is immense with its ultra-sounding
imaging facility (Sultan, 2016). The most popular digital media today is social media and Sugar
Dash can use social media to engage the customers. The product has taken the initiative in
launching its own hashtag stories to increase the popularity. It is to make sure that the users
see the tweets while browsing the trending topics. Sugar Dash can be quite active in Google+
and Facebook. However, Google+ is restricted to enjoying the videos and sharing them on other
platforms. Sugar Dash must have its main Facebook page. Product-related pages prioritize the
products instead of the brand, and therefore much inconsistency is noticed from the main page.

1.4. Channel or Distribution Strategy

Sugar Dash chocolates can be quite accessible worldwide, and because of its distribution
channel, the product can get popularity in the global market. Both the urban and rural places
can easily access the product, and the product is purchased directly by the retailers and
wholesalers. There could be a three-tier system with- manufacturer, retailer and wholesalers,

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and customers, so the consumers get the product from the retailers. The distribution strategy of
Sugar Dash can focus on making the product available in Hyper, convenient stores, and
supermarkets. Distributor margin is around 4.5%, where the super stock margin is around 2%,
and there is a growth of 2.1% in consumption worldwide (thegrocer.co.uk, 2020). However,
Sugar Dash's pricing strategy is based on FMCG's marketing strategy.

2. Services Marketing Mix Elements

2.1. Process

Sugar Dash marketing can be done through various modes i.e. television, posters, social
networking sites as well as radio transmission. Efforts have been made to reach a wide
audience and thereby to make them aware of the product. Sugar Dash can attach attractive
titles to it to lure customers which has benefitted to increase the audience the marketing
strategy is done keeping in mind the age group as the taste bud and lifestyle varies from one
generation to another (Sen, 2017). Sugar Dash can constantly try to keep the market with its
wide range of products catering to the needs of the people.

2.2. Physical evidence

Physical evidence of marketing strategy implies everything visible to the customers while
making a transaction with the business. Physical evidence is the physical environment that
provides an outlet for the products (Musa et al.2016). Sugar Dash must have multiple ways of
reaching the customers with the marketing mix strategy with 80% market share during mid 80%.

2.3. People

In an extended marketing mix, the most important element is people as it includes everyone
independent of their involvement percentage. People are involved directly and indirectly with the
products and services such as distribution, production, marketing, and delivery to the
customers. According to the opinion of (Rumpf and Breuer, 2018), in this competitive world,
various marketing strategies are developed and adopted by the Companies in which people are
placed in the 5th in marketing strategies. The other four P's such as products, promotions, price,
and place have become invalid without the proper response of the people.

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Besides the management team, people are involved in the production and services of the
Company. Companies need to hire experts and professionals to innovate ideas and smoothly
adopt new technologies. Employees who bring all the products and services to the consumers
are valuable assets for a Company (Rajasekaran et al. 2019). Proper communication, and
approach to the people are essential to launching a new product for a Company.

Part 5: Implementation issues and discussion

1. Health-related issues

Some of the sugar-free chocolates contain saturated fat, which is present in cocoa butter, and it
can be high in sugar-free chocolate specific. Furthermore, often baked products containing
fructose have more fatty or animal fats than standard ones. As a result, many consumers
consider not buying Sugar Dash chocolates because assuming our sugar-free chocolates
unhealthy because, for them, it's critical to exercise caution when consuming sugar-free
chocolates, particularly when you have cardiovascular disease, are obese, have diabetes, or
have some other excuse to limit your fat intake. Diabetics may also believe that the fat content
of Sugar Dash chocolate can slow sugar metabolism, leading them to believe that chocolate can
never be used to increase blood sugar.

Risk Factors: Poor product awareness can increase the risk of growth while marketing from
one platform to another. The activities increase the probability of losing the growth in brand and
sales and need to be avoided.

Complications: Although Sugar Dash chocolates usually do not make lives unhealthy, for
certain people who are unaware of the chocolate differentiation, the development of insecurity
from sugar-free chocolates can be fatal.

2. Threat of Replacement

The biggest threat to sugar-free chocolate is the replacement threat with other same kinds of
products from competitors. The product Hershey is so popular and a solo brand among all the
age group of people but competitors must have to implement new business and marketing
strategies to match the rich taste and texture of sugar-free chocolates (Aithal 2017). High
consumption of sugar-free items in countries like the United Kingdom, Australia, United States,

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and India can make the product so popular. In modern days people are health conscious and
reluctant to go with the sweet and rich product. Instead, common people show interest in trying
new and different taste products.

Conclusion

The report concluded that Sugar Dash distinguishes all its products according to the taste
preferences of the specific class of customer groups. The product Sugar Dash is satisfying the
sweet tooths as well as fulfilling the sweet cravings of health-conscious and diabetic patients
healthily. The purpose of the report is to be aware of market segmentation which is a process of
dividing a market into subcategories as a subset of different age group consumers with similar
needs or with the same thinking. This report discussion on Segmentation, Targeting, and
Positioning of the product Sugar Dash has discussed. In various segments, each subset of the
customers may be chosen to be reached with proper strategic and marketing planning. It can be
concluded that in an extended marketing mix the most important element is people as it
includes everyone independent of their involvement percentage. People are involved directly
and indirectly with the products and services such as distribution, production, marketing, and
delivery to the customers. This report helps to understand the importance of people in the
external marketing mix to manufacture sugar-free chocolates, communicate with the customers,
and deliver to the consumers. From this report, it can be concluded that companies need to hire
professionals and experts in their respective fields to innovate ideas and smoothly adopt the
new technologies.

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Reflective Essay

The purpose of this essay is to discuss my evaluation experience with the new product
implementation plan I'm now working on. The work was significant since it signaled the
introduction of a new product into a highly competitive market for company operations.
Understanding is what I gain from this course.
Throughout the semester, I've gotten a deeper grasp of strategic marketing and how the
principles I've studied may help me become a better strategic marketing expert. The basics of
strategy, strategic marketing, the many strategic marketing tools that may be employed in new
product development, the primary competitive factors that affect product strategy, and the best
approach to execute strategy have all been covered in this course. The evaluation, judgments,
and actions that a business takes to generate and maintain competitive advantages are referred
to as strategic marketing (Chernev, 2018). I am aware that strategic marketing considers broad
objectives, engages customers, considers both short and long-term marketing approaches, and
understands efficiency and effectiveness tradeoffs.
I understand the fact that the problem marketing team confront in both coordinating resources to
take advantage of existing market segments and actively investigating new prospects is the
strategic marketing analysis, development, and execution (Gronroos, 2006). The main
components of the organization's structure of a strategy, I've learned, are formulation and
implementation. The information and procedure, planning and action, all contribute to the
dynamic nature of strategic marketing. It also incorporates concerns and limits resulting from
both external and internal influences to the market. Also, I have discovered that objectives and
goals of a product implementation are in changing circumstances and they suffer from poor
flexibility, problem evolves and we fail to recognize the minor and not so subtle changes as well
as not modifying suitably to the shift in direction (Weinstein, 2018).
My project experience has shown me that customer preferences are vital and that if handled
appropriately, they may have a positive influence on precious corporate resources. I'm more
aware of the need of classifying different customer segments so that I can see which ones have
a direct impact on the execution plan and which ones I should pay attention to. Another
component of the learning process is applying the positioning map to the various rivals in the
market. I'm aware now that several of these competitors are interdependent. Clustering them
according to their complementarities would have given me a better idea of their amount of
interest and influence over the new brand (Proctor, 2014).

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The value I've gotten from this was that it's made me more aware of the other aspects of the
marketing process. Dealing with a different background, it's easy for me to get caught up in the
implementation, but that's not the whole picture. What I've gained through this approach is a
better awareness of the key players in the marketing process, who, if disregarded, might have
long-term consequences.

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