Read the case study which follows and answer the question below.

Assume that you have been hired as a marketing consultant by David Shultz to design a promotional plan for Exquisite Chocolates. As part of the plan:

Q: indicate two target markets for Exquisite Chocolates, andprepare an IMC plan to take into account media directed at these two target markets.

Exquisite Chocolates

David Schultz has just inherited Exquisite Chocolates Pty Ltd, a family confectionery business in Sydney. While David had only limited experience in the Exquisite Chocolates kitchen, he did have a business degree. Consequently, he decided, after a detailed evaluation of the company and counselling with his accountant, to keep the business and build on the reputation and capital established by his father.

The company had a tradition of selling in a limited volume to a select group of customers. David's grandfather had built a loyal following among those who would pay a premium price for beautiful and authentic, old-fashioned, hand-dipped chocolates. All ingredients were natural - real butter and chocolate, freshly ground vanilla and other flavours, authentic maple syrup, and so on. Recipes and package designs were virtually unchanged since the family moved from Germany to Melbourne in 1948.

The kitchens and production facilities were located very near the centre of the older city area, which has been by passed by urban renewal. The building and equipment were sturdy, spotless, and in excellent condition according to time-honouring family tradition. The small staff was expert and loyal.

Current production ran from 150kg per week in January to a high of 250kg per week in July. Capacity was estimated to be 500kg per week. (But, to reach this level, one or two unskilled workers would have to be added for packing, stock control, and cleaning duties.) Demand had remained relatively stable over the past couple of years despite significant price increases caused by the increasing cost of sugar, chocolate, and packaging supplies.

Exquisite sold its chocolate only to retail customers, and only from the company's retail store in the kitchen building. Last month, Mr Shultz did a little marketing research by interviewing eighty-seven customers. He learned that all but five were regular, repeat customers, and that twenty-two were business people buying several packages for business gifts.

The family had never advertised in any media; it had depended entirely on word-of-mouth and careful maintenance of customer goodwill. Some investments had been made in packaging, but the basic package designs were virtually unchanged since the turn of the century. They featured German village scenes in pastel colours and Victorian-type faces.

In the course of planning the first formal marketing program that Exquisite had ever developed, Mr Schultz reviewed the competitive situation facing his company. There were numerous other brands of the Exquisite type of chocolate. The Exquisite type of chocolate was sold in many different sizes, ranging from 50g "sample" to 1kg boxes. The price per kg decreased as the packaging sizes got larger.

Mr Shultz estimated that, with a good IMC plan, he could boost sales to an average of 500kg per week. At the current retail price of $9.95 for 250g, this meant a sales volume of $1 million for the year. To reach his objective of doubling his company's sales volume in twelve months, Shultz realise he would need an effective IMC plan. Part of this plan would involve ways of filling what he called the company's "summer sales valley". He did decide early that the company would work with a promotional budget of $100,000. Mr Shultz has asked you to write an IMC plan for "Exquisite Chocolates" for next year.