Evaluation of Whittaker's Current Market Segment

Whittaker should target students from universities and universities for the new target market,
especially during the lunch, night and weekends. University and university students,
particularly in the days of Valentine, are among the greatest users of chocolate. Aiming at this
market, Whittaker can improve sales and so acquire a more important niche on the market.

Whittaker should change its pricing position in the planned target market by lowering its
prices and ensuring the flavours for consumers. This translates from the second quadrant into
the first quadrant of the lifetime map, with companies defined by low prices and a wide range
of items. This will enhance its market positioning and competitiveness by attracting clients
from all walks of life. It also ensures that a wide range of your favourite chocolate is
accessible.

The pull and push technique is the advertising method Whittaker should use. This is an
advertising method which enables the company to be informed towards its clients; it enables
them to understand much about and why they should purchase the items and services.
Whittaker will furthermore accept the following position: Whittaker gives you value for your
money by delivering a large choice of chocolates in different flavours and sizes at an
accessible price for people who want high-quality and delicious chocolate to recharge their
breathes.

The purpose of this declaration is to convince customers that Whittaker delivers better quality
and economical items than its competitors.

1. Segment of the current market

Segment described today's market

Whittaker has always targeted men 18 to 24 years of age. This is because the company
provides luxury products for a group of intelligent and young consumers in the New Zealand
market (Vandevijvere, Aitken, and Swinburn 2018, p. 14). Such a consumer market is also
evidence that Whittaker considers quality over quantity and management believes that the
chocolate produced by the company in various shapes and sizes continues to appeal to
individuals. The company is also concerned with providing chocolate in various flavours and
sizes in order to meet target market demands and expectations. In addition, the chocolate
attracts those who are seduced by the various flavours of the chocolate, and organic milk
from New Zealand is one component of the recipe. As a result, chocolate goods also appeal to
people who favour organic milk. The milk used in chocolate is exempt from penetrating
chocolate and Palm Kennel Expeller.

In addition, Whittaker targets consumers with internet access, as the company makes a lot of
its online marketing through digital and social media marketing. As such, it has also
facilitated marketing activities in the company (Kulkarni, Swinburn, and Utter 2015, p. 79).
Whittaker has also built different social media channels for customers and future consumers
to engage with. For example, its Facebook page is 811,000, its followers are more than
30,000, its subscribers are over 1070, its followers are over 15,000 and Google plus has more
than 110. This demonstrates that the corporation creates a massive online tracking system that
enables the organisation to include its clients and potential customers in existing items, new
products and offerings (promotions).
Whittaker, however, needs to specialise to focus on a certain market to succeed and achieve a
competitive edge over its competitors. The table below summarises Whittaker's target client
profile.

The segmented Whittaker market, in particular, is composed primarily of white female

This map demonstrates how Whittaker and its competitors position themselves on the market.
Whittaker is the only company to sell its products at premium rates with a choice of chocolate
flavours and forms. On the other hand, the Chocolate Factory of Cadbury and Wellington
have few tastes but also charge a lot for chocolate. Lindt, Nestle and M&M have some
varieties, but they have modest costs. From the map it is clear that the pricing disadvantages
of Cadbury, the chocolate factor in Wellington and Whittaker are. In the most cases the
cheapest market options are used by low-income and lower-class customers (Damen 2019, p.
12).

Whittaker nevertheless has a competitive edge over other companies since, unlike all
competitors, the company has various tastes and shapes of chocolate. Although Lindt, Nestle
and M&M can benefit from fair pricing, the lack of a wide range of chocolate varieties has a
detrimental effect. All players in the market should therefore deal with their vulnerabilities. In
order to compete with the competition and improve their efficiency, for example, Whittakers
should be working on its price.

Proposed New Segment of Target

Described New Market Segment

In New Zealand, chocolate has become a popular product with each person consuming
around 4.8kg in 2013. As such, it may be simply placed into the market for the product.
Whittaker should target students from universities and universities for the new target market,
especially during the lunch, night and weekends. University and college students, especially
during Valentine, are among the most popular chocolate consumers (Brown et al. 2019, p. 7).
They also buy chocolate for lunch, after lessons in the evening and during the weekend.
Aiming at this market, Whittaker can improve sales and so acquire a more important niche on
the market. In addition, Whittaker should enhance its marketing and target universities and
colleges via social media, advertising boards and campus promotions. For instance, the
marketing objective should be to promote the health benefits of chocolate consumption,
including increased cognitive function, blood flow and cardiovascular diseases connected
with the cocoa flavanols in chocolate. The marketing team should also persuade current and
future customers to use dark chocolate with a minimum of 50 percent cocoa solids, increasing
the number of cocoa flavanols in the products.

Regular cocoa flavonoid use helps to reduce cognitive function impacts such as cognitive
impairment. The goods marketed by Whittaker and aimed towards university and college
students must, because of the health benefits that they offer, be attractive for otherwise young
consumers. In particular, there are also trained people in the target market, which increase
their chances of realising the health benefits of chocolate. Moreover, prices should be
lowered, and Whittaker must ensure a wide range of tastes are provided to consumers.

3. Recommendations and rationales for products

Discussion

By strengthening its 4Ps marketing tactics, Whittaker can improve its market position and
competitiveness. The following suggestions can be made by applying this.

Product

Whittaker could try to insert smaller chocolate bars, like 10g and 50g. This flexibility will
also make the items more affordable. The corporation will also need to develop new sizes and
flavours of chocolate bars to ensure that consumers have a greater selection. This is
significant since it is possible to introduce and produce additional flavours and sizes to enable
consumers to choose more and thus to enhance sales volumes and profitability (No 2014, p.
75). By taking into account the present range of competitors, the corporation can develop
alternative tastes and sizes and then expand its first quality range. This will also work for
Whittaker, because it allows the company to learn and compare the production techniques
adopted and carried out by the competition. Whittaker will also be able to discover market
gaps which it can remedy swiftly.

Price

As it is developed around five vital components of the price industry, Whittaker's pricing
strategy is essential, including costs, competition, customers, company objectives and
channel members. In order to attain and promote profitability, the true cost price has to be
regularly reviewed and monitored. In order to keep the product on the high end niche market
and to promote its sales, it will be enhanced with excellent flavourings. The price approach
also benefits the company because it promotes the development of more high-end chocolate
tastes that are available in the country (Ni Mhurchu, Mackenzie, and Vandevijvere 2016, p.
53). The Pricing Strategy is currently efficiently connected with the company's goals and
global goals and aims to keep the items on the market to have a unique flavour. The high
pricing of its items also made this possible. That means that while prices must be lowered, a
minimum guaranteed amount should be fixed so that the Company may continue to produce
and sell advanced products.

Distribution

On the market, Whittaker is the main distributor of fresh and quality chocolate and this is
done through important supermarket chains and specialty shops and chocolate shops. The
organisation should strive to establish a distribution plan similar to the present strategy in the
proposed strategy, while ensuring that Chain Management is more effective (Sun, Ryan, and
Pan 2015, p. 543). The inclusion of current technology into chain management could increase
efficiency. The shipment and transport of chocolate in bulk should be carried out during
initial phases before unpackaging and repackaging.

Promotion
Whittaker should improve profitability by reaching more markets with the promotion goals of
growing sales volumes. It should also concentrate on acquiring a broader client base and also
match the increasing chocolate demand on the market. In addition, it should invest in an
integrated communications marketing plan to help achieve its promotional goals (Zadeh,
Robertson, and Green 2019, p. 190). In order to ensure effective transmission of the proper
message, several marketing tactics should be formulated and implemented and the right
means of communication employed for the intended audience. The following table highlights
some of the goals that Whittaker should set and pursue since we are some of the strategies it
can follow.