whittaker's

Topics: Chocolate, Marketing, Cocoa butter Pages: 5 (1455 words) Published: June 2, 2014


Whittaker’s is most trusted brand of chocolate in New Zealand. Whittaker’s headquarters are located at Porirua, Wellington, New Zealand. Whittaker’s was founded by J.H Whittaker in Christchurch. James Henry Whittaker worked in the British confectionery industry at the age of 14 and moved to Christchurch, New Zealand, in 1890. Six years later he started manufacturing chocolate confectionery, selling it directly to customers.  In 1913, he established a partnership with his two sons, Ronald and James, based in Wellington. The business became a limited liability company in 1937, with third-generation Whittaker’s still the sole shareholders in the company. In 1992 the company formed J.H. Whittaker Australia Ltd. Part A – Task 1

Outcome 1- Assess the potential for market segmentation
A. Resource implication: Resources Implication deals with using accessible human, material and financial resources effectively to attract a particular market segment of the total market. Whittaker’s works on the policy whatever best is grown go and get them in terms of ingredients. Their cocoa comes from Ghana and Madagascar- two finest home of beans. In terms of human resources company trust on the saying “blood is thicker than Water” today the company is still owned and run by Whittaker family. The machines used in Whittaker factory is imported from Europe. Raw materials: Whittaker’s got raw materials from different sources also they are dependent on other countries. Following listings show from where they get raw material: Milk powder, orange peel and hokey pokey-New Zealand

Sugar-Australia and Malaysia
Macadamia nuts-Australia
Peanuts-South Africa
Almonds and raisins- U.S.A
Hazel Nuts- Turkey
Coconut- Philippines
Cashew- Vietnam
Biscuit pieces- UK
Peanut Butter- Australia
Cocoa Beans- Ghana and Madagascar
Human resources: Whittaker’s mainly depends on their family members for operating and running their business. However for other purposes such as marketing and distribution they recruit workers from outside. Main marketing area of Whittaker’s is New Zealand. Also they hire distributors in other countries such as Australia as Whittaker’s export chocolate mainly to Australia.

Targeting markets:
15-25 aged females:
15-25 aged males:

B. Understanding and meeting customer’s needs: Right now Whittaker’s is offering 70 different products to satisfy different kinds of customers. Also Whittaker’s take care of Vegan and lactose intolerant customers; they make dark chocolates for them. For milk lovers they make milk chocolates. Whittaker’s don’t produce gluten free chocolates for customers. Whittaker does not use palm oil in their chocolates as per customer demand. If the customers are dissatisfied with Whittaker’s products then they can return it to Whittaker’s. Whitakers’s will replace their product with a new one. This shows that Whittaker’s really care about their customers. Even before creating new products, they conduct consumer research groups. They also keep all customer suggestions on a database and analyze it every 6 month. So that they can work upon customers suggestions and do the required changes according to customer’s need and requirements. Whittaker’s also study trends in chocolate market in other countries to improve their products according to demands of customers. Whittaker’s used best cocoa to satisfy customers they don’t modify the ingredients genetically. As Whittaker’s know the customers don’t like genetically modified products, they like products made from pure and fresh ingredients. Targeting markets:

15-25 aged females:
15-25 aged females:
C. Identification of competitor activities: the biggest competitor of Whittaker is Cadbury. Cadbury is doing following activities with little price change to increase its market share: For the same price the dairy milk chocolate has increased the amount by 10%. Reducing the size of their...
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