Organic Chocolate Candy Bar Marketing Strategy: Everyday
This paper presents the marketing strategy for Everyday, a new organic chocolate candy bar designed to compete with mainstream non-organic brands by offering lower prices and broad distribution. Unlike most organic chocolate competitors that rely on natural food stores, Everyday targets conventional supermarkets, drug stores, and mass merchandisers where the majority of candy is purchased. The paper examines the product's channel distribution strategy, including supermarket partnerships, naturals stores, and online sales, as well as a detailed customer relationship management (CRM) plan using sales force automation, campaign management, and customer experience management technologies to drive awareness, retention, and long-term growth.
- Introduction: The Everyday Organic Chocolate Concept: Introduces Everyday and its mainstream market positioning
- Channels of Distribution: Supermarket, naturals, and online distribution strategy
- Customer Relationship Management: CRM technologies for retention and campaign tracking
- Conclusion: Summary of Everyday's competitive advantages
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What makes this paper effective
- The paper grounds its strategic recommendations in specific industry data — for example, citing that 85% of candy is purchased in grocery stores — which gives the argument a credible, evidence-based foundation.
- It consistently contrasts Everyday's approach against established competitors (M&M/Mars, Arcor USA, naturals-channel brands), which sharpens the competitive positioning and demonstrates market awareness.
- The CRM section connects abstract technology concepts (sales force automation, campaign management) directly to concrete business goals like customer retention and product extension, making the analysis practical and applied.
Key academic technique demonstrated
The paper demonstrates applied marketing analysis by systematically working through a real-world business problem using a structured framework (product, price, place, promotion). It uses secondary sources to validate each strategic recommendation rather than relying on assertion alone, modeling how business students should support strategic proposals with market research and industry data.
Structure breakdown
The paper opens with a brief introduction that establishes the product concept and its competitive premise. It then devotes its two main body sections to the most operationally detailed elements of the strategy: channel distribution and CRM technology. The conclusion synthesizes the key advantages. The structure prioritizes depth in the areas where differentiation matters most — distribution and customer management — making it a focused, if concise, marketing strategy document.
Introduction: The Everyday Organic Chocolate Concept
Why should one pursue a small niche market when it is possible to have a large market? Yet, this seems to be the path taken by currently available organic chocolate candy bars. Everyday is a new product with the goal of making the organic chocolate candy bar a ubiquitous consumer product. Its approach is simple: it will mimic the flavors of popular non-organic chocolate candy bars, but at a much lower price point than existing organic options. Furthermore, it will pursue equal footing with leading non-organic brands in the channels where most candy is purchased, rather than relying primarily on niche natural food stores.
The market for organic chocolate candy bars is currently only a drop in the bucket compared to the market for non-organic candy bars. Everyday is designed to transform this market dynamic. This paper presents the Everyday product, price, place, and promotion strategy that will give this product a significant competitive advantage over both non-organic and organic candy bars. It also discusses in detail the integrated marketing communications plan to achieve positive consumer awareness, as well as the customer relationship management (CRM) technologies needed to improve and track progress.
Bibliography
Introduction to customer relationship management (CRM). http://www.marketingteacher.com/Lessons/lesson_crm.htm
Moran, M. (2008, January 1). 2008 trend report: Premium chocolate. Gourmet Retailer Magazine, volume 29, number 1, p. 23.
Nielsen takes the mask off candy sales. (2007, October 22). http://findarticles.com/p/articles/mi_m0EIN/is_2007_Oct_22/ai_n21055219/
Supermarket facts (2008). Food Marketing Institute. http://www.fmi.org/facts_figs/?fuseaction=superfact
Tirone, A. (2007, October 1). Chocolate sweetens naturals' sales in the candy segment. Natural Foods Merchandiser, volume XXVIII, number 10, p. 44.
Zind, T. (2003, April 1). Candy has a role in boosting supermarkets: Besieged by competitors in other channels, supermarkets must seek out new ways to add value to the shopping experience. Confectioner.
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