Coursework (100% of module marks)
Assignment task
The coursework comprises an applied piece of work consisting of a marketing plan based on a brand within a specific sector.
The first part of this coursework is undertaken as a group-work poster (20%), with the second stage an individual marketing plan report of 2500 words (80%).
The chosen sector for the assessment is the UK vegan confectionery industry and market. This relatively young market has been growing in popularity in the recent years.
The market has a growing audience among those wanting to avoid dairy products for ethical or health reasons. The UK market for vegan chocolate is predicted to accelerate in years to come.
For the chosen sector I have identified six relatively small vegan chocolate brands that are already available within the UK market, and which currently market themselves based on different assumed benefits of veganism and other features characteristic of these products. Some focus on the health aspect; local/regional sourcing and heritage; no compromise on taste.
What all the companies do share is a common mission, a niche-brand character and naturally a profit motive. Your task is to devise a marketing plan for one of these brands to help it to strengthen its position and increase its sales within the UK market.
One of the following six brands will be allocated to your group in the seminar:
⦁ Caroboo https://eatcaroboo.co.uk/
⦁ HiP Chocolate https://hipchocolate.com/
⦁ Pure heavenly https://pureheavenly.com/
⦁ Raw halo https://rawhalo.com/
⦁ Divine https://ukshop.divinechocolate.com/uk/shop/
⦁ Love Raw https://eatloveraw.com/
STAGE 1 Group Coursework (20% of module marks)
Task summary:
You are hired an external marketing consultancy team hired to analyse the current situation of your allocated brand.
You are required to produce a single page A2 colour poster that has a suitable resolution for easy legibility.
The poster should analyse the key issues in the marketing environment (PEST) and critique the current marketing mix and STP of your allocated brand with reference to your brands key competitors.
You should NOT make any recommendations for the future (this is part of Assessment Two). You should use the Harvard referencing system and put your references in the required format in a text box within the A2 poster.
Here are some other useful sources:
⦁ Mintel (2019), Vegan chocolate moves from margins to mainstream. (online)
Available from:
⦁ Speciality Food Magazine (2021), Why Britain is leading the way in chocolate innovation. (online)
Available from:
https://www.specialityfoodmagazine.com/food-and-drink/vegan-chocolate-innovation-trend
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