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Marketing plan of Wawel

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Anna Zalewska

on 23 January 2014

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Transcript of Marketing plan of Wawel

International Industrial Marketing
Our mission is to make sure that our customers will be always served with high quality products which will fulfil their demands completely.
The consumer decision-making process
Segments to focus on
Marketing plan

Justyna Kuć
Małgorzata Starzyk
Anna Zalewska
Robin Goethals

To become the leader in chocolate products trade, to deliver products of the highest quality and the best taste to its customers.
Business objective
The goals of the Wawel SA are:

1. Ensuring the of the safety of products.

2. Strengthening the Company's position and increasing participation in the international and domestic market.

3. Improving the organization, verification of systems of quality management, developing worker’s skills to increase the efficiency of the company.

4. Compliance with food law, environmental law, health and safety at work.
Internal analysis
Microenvironment consists of specific organizations or groups that may affect the company.
Microenvironment is also called competitive environment, because it specifies the conditions for the functioning and developing of the company in a given sector and a given geographic market.
External analysis

Macroenvironment includes all factors affecting or likely to affect any organization being in the market, f.e. its size, structure, methods of operation and the performance of its results.

A feature of the macroenvironment is a strong impact on the viability and development of business entities that are not able to change these terms and conditions. Companies can only receive signals from the environment and read them as opportunities or threats, without the possibility to actively influence them.
• customs regulations
• environmental regulations
• anti-dumping regulations
• ethics of advertising
• rules on hiring and firing
• rules on the minimum wage
• tax laws
• provisions for the protection of patents, licenses;
• the provisions of the control of state authorities

level of gross domestic product
the rate of inflation
level of unemployment
growing commercial network
the tax rate on chocolate products is 22%
access to qualified labor
exchange rate
energy costs
EInfluences on customer’s decision making

grouping chocolate mainly by brand
by types and flavors
horizontal exposure
Position the our product on the market:
Economical product – next to traditional chocolate
Premium product – next to pralines.

Marketing plan objectives and directions
The main goal of WAWEL is to expand their production line of FIT products – sugar-free chocolates with muesli by the end of August 2014.
Thank you
for your attention

History of WAWEL
Advertisement on TV
Social media - Facebook
Improve product
Musli bar
At the beginning - extra gift
Later – medium price
More than 75% of the sales are realized by three manufacturers: Wedel, Goplana and Kraft Foods.

Chocolate products sector is characterized by low risk and relatively high yields - many foreign companies decide to build their own factories in Poland.
Customers are all those who pay for the purchased goods or services of the company.

Customers also have a strong emphasis on packaging, service, overall quality of products, etc.

Understanding customers is one of the basic factors of business success.

Wawel has both domestic and foreign customers. Domestic sales - 76% of the total production.
Suppliers are organizations that provide resources to other organizations.

In the context of supply contracts WAWEL acquires raw materials for production and packaging. Supplies of foreign origin constitute approximately 65% raw materials for production and 40% for packaging.

The most important of imported raw materials are cocoa beans, peanuts, hazelnuts, raisins, cocoa fats.

Raw materials are imported mainly from Germany, Austria, Sweden, the Netherlands. Packaging comes mainly from Italy, Austria and Slovakia.

Major domestic materials are: sugar, dairy products, filling and mousse, corn syrup and alcohol.
Substitutes and new products
Increasing competitiveness will reduce the life cycle of products and an increase in input frequency of news.

Competition forces the continuous improvement of product quality, design and size of the packaging an copmany has to bring to the market new flavors and shapes.

The main substitutes for chocolate products are pastry products, ice cream, salty snacks (sticks, chips, crisps), ready and prepare yourself desserts (jellies, puddings and cake mixes).

The most serious threat to the Wawel is an attractive and rapidly growing market for salty snacks.

Socio - cultural
model of nutrition
demographics (age, sex, marriage, migration, number of children)
change of life
work ethos
breakdown of the family

• rapid changes in technology
• increasing number of implemented innovations
• aging and dying branches
• emergence of new industries
• phase of development of the industry
• leaders in technology
SWOT analysis
The balance of strengths and weaknesses: -32
The balance of opportunity and threats:

competitive strategy ( mini - maxi)
The company also plan to increase the share of sales of sugar-free products in the total sales of the company (in terms of volume) of 14% to 20% the end of 2014. They already have 3 Light products in their assortment.

Launching a new product will be accompanied by intensification of promotional activities, consisting mainly on advertising in the national media to promote FIT products and strengthening the WAWEL brand image. The company assumes that by 2015, the brand recognition increase from 77% to 90%.

Market segmentation
In our market segmentation we decided to focus on age criteria and buying behavior patterns.

The first criteria, which is the age is dividing chocolate consumer market into four groups:
teenagers and youth (age 13-23)
young people (24-34)
middle aged (35-45)
older people (45+)

Teenagers and youth (13-23)
Segment A buy snacks for school
Segment B want to buy the cheapest product
Segment C buy snack for learning
Segment D buy occasionally a products of good quality

Young people (24-34)
Segment A : parents buying sweets for children
Segment B: buying snacks for meetings/parties
Segment C: buy sweets for dessert
Segment D: buys sweets as a reward

Middle aged (35-45)
Segment A : parents who buy sweets for children
Segment B: buy expensive products in small amounts
Segment C: buy snacks for work
Segment D: buy good quality products for a present

Segment A : customers looking for diabetic products
Segment B: buy sweets for grandchildren
Segment C: buy full sugar products for themselves

Older customers (45+)
Teenagers and youngsters who want to buy snacks for they break at school or university.

Young parents buying sweets for their children.

Middle aged people who buy snacks for work.

Elder customers who buy diabetic, low sugar products.

We decided to reach the highest quality possible remaining the prices on considerable level. That is why the position of our brand is exactly in the middle of the map. We want our customers to consider us as a polish brand with good quality, so positioning the lower prices is not a good idea. If we set the lowest prices, we could be considered as low quality, supermarket brands. Also the prices would not be the highest on the market, so that we can gain new customers and after they consume our product they would become loyal clients because of good price/quality ratio.

Risk factors
Too much of control of the market by the biggest market players
Increase of raw material costs
Entering of the new companies to the Polish market
Other companies focusing on the target segments of Wawel company
Changing of the currency from złoty to euro

First confectionery by Adam Piasecki in 1898 in Krakow.

He opened the first factory in 1910 --> 1500 kg produced/day.

After World War II and a merge with Pischinger and Suchard,
the Wawel Confectionery Plant was opened in 1951.

After few year, there were 3 factories:
Pralines, chocolate candies and candy bars
Bars of chocolate, chocolate with added ingredients, caramel and cocoa
Pastry materials

Evolution of the famous « handwritten » logo.

In 1997, it was set as a public company and people could buy shares.

In 2006, all the production moved in a modern production plant near Krakow, as Wawel SA.

Product range
The Danusia Candy Bar

One of the oldest products, created in the 1920’s.
The girl on the package is a girl Adam Piasecki was in love with.


Traditionally handmade caramels.

These caramels are crunchy and delicate, and the handmade stripes please the eyes of customers.

Malaga, Tiki Taki and Kasztanki

Most famous Wawel’s chocolates.

The 1st to be produced was Malaga.

They were first handmade, then produced industrially since 1970.

They were awarded the Poland Now Emblem in 1995.

Capital structure
470 shareholders, the biggest are banks of investment.

The Benefits of Wawel have constantly increase since 2008, despite the financial crisis.

Consumers realize and learn which products are available in market only with packaging, promotion, advertising.

In our case (low involvement products) the most important is showing in the advertising just to remind people about the brand.

Packaging is very important - because it draw the attention of potential customers.

Season of the year
Increasing selling before Christmas.

Decreasing selling in summer time.

Key customers values

Range of taste
Customer Profile
People between 13 – 35 years old. In most case woman. People who care about health but don’t have time to preparing foods.

Communication channel
Price strategy
Increasing price before Christmas
Decreasing during summer time
Measuring the progress
Compare financial results with previous years.

Measure and analyse the seasonality of chocolate consumption to adapt production.

Make marketing campaigns during lower sales periods.

Keep all data about sales
and benefits in a database
to compare them each year.
To measure what customers think
about the products, the best thing is to make surveys.

Use surveys: data about customers’ tastes, and you show them your interest about what they think.
Social and loyalty
The most powerful communication and broadcasting mean.

Useful to introduce customers to the products.

You can measure how many people visit the website.

Surveys can be made online, which is easier for customers.

Sugar free products
The proportions of ingredients of Wawel sugar free products were thoroughly chosen to provide the taste so good as in the full sugar products.

In the range of sugar free products there are: chocolates (milk and dark) and wafers of different tastes: cocoa and lemon.

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