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Tutor Course Date Rogers Chocolate marketing strategy Primary Market The target customers of the products from Rogers chocolate were mainly affluent customers that sought luxury from the prestigious and uncommon gift items. These were mainly tourists and other cruise ship visitors. Another target is customers who have an emotional attachment to Rogers chocolates. These people have been using Rogers chocolates as special gifts for their loved ones during special events.
Through careful tending of this target market, the primary market itself has helped in expanding the market base the loyal customers usually give Rogers as personal gift r a corporate gift to quite a large number of people. Most of these recipients have thus become loyal customers where they buy large numbers of stock every year during certain events (Easiest). Secondary market Compared to the related others in the market, Rogers chocolates are expensive. This is because of the high quality ingredients they use together with the hand packing process.
This makes it difficult to compete with other cheaper local producers. Other customers are from outside the customers that have learnt about Rogers chocolate from their travels into the country or through the internet. They see Rogers chocolates as a classic gift that is obscure (Easiest). Marketing programmer Product The main products for sale in are, Marquis assortment, Ice cream and ice cream bars, Dark chocolate almond brittle, Fruit and nut collection, Empress Squares, Collectible gift tins Price The products are sold at different wholesale markets at similar prices.
However, at retail markets, the retailers have their own different prices that are usually determined by the location, competition they are facing, the season and the buying price. To induce the buying of Rogers chocolates, there are discounts and other price-oriented inducements at efferent times of the year. These include rewards to frequent customers, discounts in bulk buying, coupons, free samples and offers (Easiest). Placement The Rogers chocolates do not have a time factor to their availability. There are found in the major malls, stores and supermarkets at all times.
They are delivered to wholesalers and retailers stores that include, Downtown Victoria, Sam Deli, Factory, Granville Island, Whistler, Tudor Sweet Shoppe, Sidney and Gas town. Logistics has been used since it is a very useful path when thinking about the place that the products should be place for the convenience of the purchasers. It also addresses the information technologies and modes of transport that help in communication and transportation of goods to the market and raw materials to the factories (Easiest).
Promotion Advertisement was widely used in the early years when most of the customers were within the country. However, using the common modes of advertisement to reach the customers now would be very expensive since the target market is scattered across United States and Canada. Moreover, they are well courted to the nearby advertisers. Rogers chocolate advertise in magazines such as WHERE, the Unrest magazine that s available on Air Canada Flights. Advertisements in the Unrest magazine promoted Rogers stores, its website and wholes sale accounts to flyers of Air Canada.
Despite being expensive, TV advertising has not been completely dumped since it is still used in Victoria only. Rogers also donates its products to charitable events in its markets. It Marketing project By beeriest that is nearby to one of its main stores, The Granville Island store. Rogers also had its delivery truck covered with pictures and advertisement messages (Easiest). The website was also a key factor of contacts over online businesses. It had attractive pictures of chocolate assortments.
It also helped customers to get access to the nearest locations where they could purchase Rogers chocolates Branding Most of the loyal customers of the Rogers brand were aging. As the years advanced, the traditional, burgundy box, gold box and tin packaging started to seem a little old fashioned. The branding of the Rogers is changing to suit the newer generation while it tries to maintain its premium without cheapening the product. The premium price pushed away some consumers and wholesale accounts away. Younger buyers were to very attracted to this traditional image.
This meant that Rogers would have to embrace an organic or fair trade product. This is hard since it meant that Rogers would have to find source organic versions of all the ingredients that are used in the making of the products (Easiest). Position strategy Brand This involves the determination of the dimensions that are critical in positioning. After that, the position of the Rogers brand is established since it is already in the market. This analysis is conducted to determine the gaps that are not deserved (Chief Outsiders).