Reference no: EM134038346

Question

Koko Black is a retailer specialising in artisan chocolates. Established in 2003, Koko Black opened its first store in Melbourne. At Koko Black, it isn't just making chocolate. They make chocolate different, to be more mouth-watering, mind-expanding, even world-changing. It is committed to make the best chocolate anywhere, available to Australians everywhere.

At Koko Black, it's their mission to conjure up magic customer can eat: transforming premium natural ingredients into something that amounts to far more than the sum of its cocoa solids and sugar. It's a philosophy that's produced over 260 Koko Black products since 2003, including signature pralines, craft gift box, sprinkles and liquorice logs, etc...

Koko Black is operated by Sapeame Pty Ltd the company was placed into voluntary administration in late 2015. In January 2016, the Grill'd founder, Simon Crowe, purchased the chocolate brand, which is now ultimately owned by parent company, Sapeame Pty Ltd.

After establishing the 1st store in Melbourne, KOKO Black has opened 15 stores within 20 yeas, with 10 in Victoria, 5 in New South Wales, 2 in Western Australia and 1 in South Australia. With more than 300 employees in different states, it generates $23.9 millions in revenue annually across its businesses and servicing thousands of customers across Australia.

Koko Black's takeover has allowed for a fresh start with its company's outlook and subsequent investment in its manufacturing facilities. Stores were changed to be more inviting and colourful. Money has also been invested in manufacturing to keep chocolate making in-house, which differentiates Koko Black from its competitors.

KOKO Black started to learn chocolate making in Belgium, and also learned a lot from the great European chocolatiers, but these days they started to sing out Aussies identity in their ingredients, with new tastes that include lemon myrtle, whipstick wattle, Davidson plum and green ants from Queensland.

KOKO Black stores value sustainability as well. They partner with the Cocoa Horizons, an independent Foundation working with brands to improve the lives of cocoa farmers, their communities and the environment. Through Cocoa Horizons they are supporting 100% sustainably sourced cocoa. They support on-going productivity for cocoa farmers by helping them improve yields, implement innotative financing solutions and earn a better income. KOKO Black address social challenges in cocoa farming communities by helping protect children, and provide access to education, empower women and provide basic healthcare. It also ensure a carbon-postive, zero- deforestation cocoa supply chain by providing shade trees, green energy and training on environmental protextion to cocoa farming communinities.

Also, they support wildelife protect by partnering with Taronga Zoo. They support their vital local conservation work in the wake of the devastating 2019-20 bushfires. This includes providing medical care for injured and displaced animals of all sizes, big and small and a longer term strategy to ensure the ongoing survival of Australia's endangered wildlife.

Koko Black began offer online shopping for a range of premium chocolates, just prior to the COVID- 19 outbreak which benefited the company's income streams. Koko black can also be purchased through online food delivery apps, like Uber Eats. High traffic city locations provide Koko Black stores with a steady stream of loyal customers.

To expand their market and compete with their competitors, such as Haigh's

Chocolates, Chocolateria San Churro, Lindt, KOKO Black is going to open store in Gold Coast. KOKO Black has enlisted your assistance to help them ensure that their store in Gold Coast is implemented well into the market. In your proposal, KOKO Black would like you to identify, describe and justify the following four points:

1. KOKO Black would like you to develop an appropriate target audience for the new store using target audience strategies and segmentation variables (Geographics, Demographics, Psychographics, Behavioural).

2. Nominate creative appeals that will be appropriate to attract the suggested target audience.

3. Nominate media channels that will be appropriate to attract the suggested target audience.

4. Propose product categories that could be sold in the store to appeal to the suggested target audience.