Whittaker’s has NUMBER people in their chocolate confectionary market in New Zealand. The market size appears to be large due to the fact that chocolate is a common luxury item Kiwis like to indulge in, with them spending $97m on only chocolate blocks in 2015 (Chocolate Confectionary in New Zealand, 2015). Majority of the population will have purchased a chocolate block to either have themselves or give to somebody which indicates why the product market is large.
Once Whittaker’s has established their product, they then need to gain an understanding of the trends and buying patterns of their potential customers in their product market and how they can be used to Whittaker’s advantage.
In an article by Idealog (2014) is was stated that “New …show more content…
Historically, chocolate has negative health issues associated with it because of its sugar content. But this research study, along with many others have been able to conclude that eating cocoa can reduce some measures of age-related cognitive dysfunctions and positively influence psychological processes (Crichton, Elias, & Alkerwi, 2016). With this discovery, the demand for chocolate will increase because consumers will feel less guilty about their chocolate consumption because of its potential health benefits. This could lead to not only potential growth in chocolate sales in the whole market but since Whittakers are considered leaders in this market for chocolate blocks they could be the main producers to reap the benefits. Whittaker’s would need to concentrate on why they are the better choice of chocolate block and aim to be in consumers evoked …show more content…
They are targeting consumers who may want to indulge in a chocolate block on a regular basis so their pricing is reasonably affordable compared to premium brands like Lindt.
Whittaker’s prides themselves with using real ingredient in each of their chocolate blocks, whether that be the macadamia nuts from Australia or New Zealand’s own Kiwifruit, none of the flavours are artificially created. They recently invested in a $10m machine that processes milk chocolate to a finer consistency so that now their chocolate blocks are “5 roll refined creamy milk chocolate”. All this is done because Whittaker’s is targeting customers who value quality chocolate and hope they will be in the evoked set of consumers who want high quality chocolate at a reasonable
Once Whittaker’s has established their product, they then need to gain an understanding of the trends and buying patterns of their potential customers in their product market and how they can be used to Whittaker’s advantage.
In an article by Idealog (2014) is was stated that “New …show more content…
Historically, chocolate has negative health issues associated with it because of its sugar content. But this research study, along with many others have been able to conclude that eating cocoa can reduce some measures of age-related cognitive dysfunctions and positively influence psychological processes (Crichton, Elias, & Alkerwi, 2016). With this discovery, the demand for chocolate will increase because consumers will feel less guilty about their chocolate consumption because of its potential health benefits. This could lead to not only potential growth in chocolate sales in the whole market but since Whittakers are considered leaders in this market for chocolate blocks they could be the main producers to reap the benefits. Whittaker’s would need to concentrate on why they are the better choice of chocolate block and aim to be in consumers evoked …show more content…
They are targeting consumers who may want to indulge in a chocolate block on a regular basis so their pricing is reasonably affordable compared to premium brands like Lindt.
Whittaker’s prides themselves with using real ingredient in each of their chocolate blocks, whether that be the macadamia nuts from Australia or New Zealand’s own Kiwifruit, none of the flavours are artificially created. They recently invested in a $10m machine that processes milk chocolate to a finer consistency so that now their chocolate blocks are “5 roll refined creamy milk chocolate”. All this is done because Whittaker’s is targeting customers who value quality chocolate and hope they will be in the evoked set of consumers who want high quality chocolate at a reasonable