Marketing proposal for Nicola's Chocolate

This is group projects suggesting marketing proposal to a real client, Nicola's Chocolate, using SOSTAC (Situation analysis, Objectives, Strategy, Tactics, Action, Control) framework.

Situation

- Nicola's Chocolate is a micro-batch, bean-to-bar chocolate brand based in Exeter
- Positioned as a premium brand with aspiration for national retailors e.g. Harrods Food Halls
- As a group of five members, we need to propose marketing plans for the brand

Tasks

These are the tasks that I was in charge of.
1. PESTEL analysis as a part of situation analyses (Collaborating with one of the team members)
2. Earned and Owned media tactics and mock-ups (Collaborating with one of the team members)
3. Presentation design (Partly collaborating with team members)
4. Video presentation (Collaborating with team members)

Actions

1. PESTEL analysis as a part of situation analyses
- Gathered information from reliable sources, such as reports and announcements from the government and industry reports from Statista, Mintel and IbisWorld.
- Picked up some of the most impactful to the brand and evaluated them on the scale of -2 (Moderate Threat), -1 (Mild Threat), 0 (Neutral), +1 (Mild Opportunity), +2 (Moderate Opportunity).

2. Earned and Owned media tactics and mock-ups (Collaborating with one of the team members)
- Suggested tactics based on SWOT analysis and academical evidences to support their effectiveness
- Discussed each other's tactics with a team member and finalised them
- Created mock-ups using Adobe Photoshop and free mock-ups.

3. Presentation design
- Set colour palette referring to the brand colours that the founder used in her presentation
- Selected fonts that reflect the brand's luxurious yet friendly atmosphere
- Discussed readability and legibility with team members and adjusted the designs

4. Video presentation (Collaborating with team members)
- Recorded presentation using PowerPoint
- Uploaded it on YouTube to submit

Result

- Provisional grade: 75 (Distinction)
- Feedback comments (excerpts): The Situation Analysis has interesting insights on Pestel , target Audience Overview, Stakeholder’s overview, competitive landscape, positioning and social media comparison.
The Tactics have depth and detail and the mock-ups enhance it to a large extent.
The design of the PowerPoint was appropriate for the client and the product.