MARKETING COMMUNICATIONS PLAN

MKT2005 Marketing Communications Assignment

Ms Deborah Forbes

Student Name: ATIQAH ISMAIL

BSc Marketing (N500)

Word count: 1,982 words

Word count with tables and figures: 4,174 words

This report will be based on Fill’s (2005) integrative marketing communications planning framework.

CONTEXT ANALYSIS

Context analysis helps to understand the key market drivers that are currently or will potentially influence the company (Fill, 2005). It is the first vital stage in the development of a strategic marketing communications plan.

Customer Context

Consumers have positive consumption motivation involving hedonistic, sensory gratification (De Pelsmacker, 2004) products such as chocolates.

GuyLian’s market purchase occasions: Attracted segment:

1. Boxed chocolate as gifting:2. Boxed chocolate as a personal treat:

Men, 25-34 years oldWomen, 25-44 years old

Source: Mintel (2011)

During festive seasons GuyLian products are high-involvement products as consumers are actively seeking and evaluating between different gifting products. Conversely, in ‘personal-treat’ situations, it would be regarded as low-involvement, as it is considered as affordable luxury treats (Mintel, 2010).

Business Context

GuyLian is globally famous for its production of high quality gourmet, artisanal Belgian chocolates. In the United Kingdom (UK), it competes within the seasonal and boxed chocolate market, alongside brands such as Lindt and Thorntons. This market is in its mature stage, with high level of dynamic competition. Competition is intensified by competition from outside of this market, such as non-premium chocolate confectioneries. During festive seasons it also competes with non-food gifting items like flowers, fragrances and wine (Mintel, 2010).

High-concentration of substitutes due to little differences in functional characteristics from other competing chocolate brands from within and outside its market may limit top-of-mind awareness and scope of unaided brand-recall.

Internal Context

GuyLian has been inconsistent and dormant with its promotional campaigns in the UK market, with its last television commercial in 2007 and 1994, and transit advertising on black cabs in 2004. Nevertheless, it still remains known due to its strong brand image. However, higher and consistent promotional activities by direct and indirect competitors, such as Thorntons and Cadbury, could threaten and overshadow GuyLian’s brand-recall amongst consumers. GuyLian chocolates in the UK are sold in supermarkets such as Tesco and Waitrose.

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GuyLian’s chocolates are subject to seasonal demands, where sales normally peak during festive times such as Christmas, Valentine’s Day, Easter and Mother’s Day. It is globally renowned for its Original Chocolate Sea Shells amongst its other product range, Opus, La Trufflina and Solitaire. GuyLian made a turnover of £11,780, 941 in 2010 which is a 17% increase from 2009 in the UK market (GuyLian Ltd, 2011).

External Context

External Influences on GuyLian and its Market Sector

Eco

nom

ic &

Soc

ial

The 2009 recession had promoted a trend in staying-in (Mintel, 2010) whilst in-home entertainment technology has successfully established a trend towards night-ins (Mintel, 2010). Euromonitor (2010) reported that this emerging trend towards staying-in has raised demand for goods like premium and artisanal packaged food and indulgent desserts.

The recession has left many women employed in jobs that are expected to prosper in the next decade (Mintel, 2010). Moreover, the trend in women delaying motherhood in preference to profession adds to Mintel’s forecast that women are predicted to take more control of their own finances (Mintel, 2010).

Pol

itic

al &

L

egal

The 2.5% increase in UK value added tax to 20% in January 2011 (BBC, 2011) could cause boxed chocolate consumers to shift to cheaper treats.

Foods Standards Agency pressures on reduction of packaging and bite-sized treats for chocolate confectionary to help reduce the consumption of less healthy foods (Mintel, 2010).

En

viro

nm

enta

l Chocolate companies are increasingly supporting fair trade as mark of corporate social responsibility. Though, not all of GuyLian products are fair trade-sourced.

Consumers remain impartial on the issue of excessive packaging in boxed chocolate, whilst fair trade is important only to one-fifth of the consumers (Mintel, 2010). However, GuyLian should not ignore this as consumers are increasingly aware on the impact of their lives on the environment.

SWOT Analysis

Inte

rnal

STRENGTHS

Strong and established brand name. Renown for high quality Belgian

chocolates.

WEAKNESSES

Inconsistent and dormant promotional activities in the UK market.

Demand is seasonal. Relatively low awareness of its other

boxed chocolate ranges.

Ext

ern

al O

rigi

n OPPORTUNITIES

Increasing demand for packaged snack foods and indulgent, artisanal treats due to consumers’ lifestyle moving towards staying-in.

Socio-economic shift towards women with more financial control.

THREATS

Direct competitors penetrating the UK market with more strategic advertising in correspondence to the increasingly sophisticated consumer market.

Intense competition from outside the seasonal and boxed chocolate market.

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MARKETING COMMUNICATIONS OBJECTIVES

Marketing Objective:

To increase sales of GuyLian’s boxed chocolate ranges by 50, 000 boxes in the UK consumer market in 24 months.

Based on both the marketing objective and the SWOT analysis, the main marketing communication objective is:

To stimulate personal consumption of Opus by women aged 35 to 45-years-old, during non-festive seasons, by increasing sales by 25,000 boxes in 12 months, in the UK market.

MARKETING COMMUNICATIONS STRATEGY

The target audience is a consumer segment. The marketing strategy will be a pull-dominated strategy. With regards to the DRIP roles of marketing communications, the strategy will focus on reinforcement and persuasion as its prime role. Based on the quote “A great chocolate is going to engage all of your senses” by Clay Gordon, author of Discover Chocolate, the promotional campaign will attempt to engage all five senses of the audience.

COMMUNICATION MIX

GuyLian’s communication mix will entail three main activities: television advertising, guerrilla marketing and event marketing. The marketing communications mix can be illustrated by Strong (1925) AIDA model on how it is intended to impact its audience.

KNOWLEDGE FEELING MOTIVATION → ACTION

Guerrilla MarketingIntended outcome: Attention & Interest

Television AdvertisingIntended outcome: Interest & Desire

Event MarketingIntended outcome: Desire & Action

KNOWLEDGE(COGNITIVE)

FEELING(AFFECTIVE)

MOTIVATION → ACTION(CONATIVE)

Adapted from: John Egan (2007)

GUERRILLA MARKETING

Guerrilla marketing is an unconventional way of pursuing conventional goals (Levinson, 2010). This campaign aims to attract the attention and interest of the target market towards Opus GuyLian brand. It attempts to gain short-term visibility and impact in the cluttered advertising environment (Fill, 2005). The unique and creative nature of guerrilla marketing

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A I D ATTENTION INTEREST DESIRE ACTION

MARKETI

It has been unsuccessful in obtaining GuyLian’s actual marketing objective, however to aid the development of this report, the marketing objective is assumed as such.

has the ability to generate word-of-mouth communications (Schofield, 2010) amongst customers.

Campaigns:1. Autumn Tree2. Three-Dimensional (3D) Street Art

GUERRILLA MARKETING

Advantages Low cost - Costs will only cover setting-up costs. It mainly uses brainpower, time,

energy and imagination (Levinson, 2010). Attractiveness will inevitably raise exposure of Opus chocolates and GuyLian brand

in the cluttered outdoor advertising environments.

Disadvantages Difficult to measure actual effectiveness of the campaign – measuring true interest.

1. Autumn Tree

This campaign is a form of ambient media, which requires putting-up a large life-sized tree on a busy UK commercial area in the autumn. The tree will be lush, green- and fully-leaved. This campaign has two elements: Samples and 3D light projections. It will be timed in mid-autumn where a lush tree is expected to be an unusual sight, which will effectively attract attention and raise awareness of Opus chocolates.

Opus chocolate samples will be hung from the tree branches. Each unit will be hung in a small cube box at a reachable height for an average adult. Sampling is used to further communicate products’ superior benefits to customers (Fill, 2005) allowing consumers to experience the product directly and gain greater appreciation of its offer (Belch and Belch, 2004).

SAMPLING

Advantages DisadvantagesSampling allows free opportunity for

consumers to test and taste the product and can aid purchase decisions.

Sampling generates higher trial rates than advertising or other promotional tools (Belch and Belch, 2004).

Sampling is expensive. It may attract untargeted people, such as children (with no spending power) to the chocolates (Fill, 2005).

The 3D light projections intend to create brand experience through the creative 3D light animation on the tree depicting a soothing magical presence surrounding it, with a subtle illusion of the tree coming to life.

The 3D light projection surrounding the tree will only start in the early autumn evenings, strategically-timed after working hours, when majority of the UK population are leaving their workplaces to retire at home. This will utilise a cutting edge technology to digitally map the tree and project any digital effect.

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2. Three-Dimensional (3D) Street Art

The creation of creative 3D arts on the busiest industrial streets in the UK will attract the attention and increase exposure of both Opus and GuyLian brand. This will involve creating a real-size 3D optical-illusion art on the streets of a busy UK commercial area.

Proposed Campaign Detail: Street Art

The art will visualize a stereoscopic image of an orchestra fantasy-world that exists below the surface of the streets. A mock-up photo will be used to aid explanation.

The GuyLian brand will be incorporated at six different sides of the painting:

Three of the six brands will visualize a stream of liquid chocolate oozing out from the bottom of each brand that flows down the stalactites into the fantasy-world.

Whilst the other three of the incorporated GuyLian brands will have this line at the bottom of each brand:

“You can hear symphony in your ears. You can taste it in your mouth. You can live in this fantasy. You can have it all. Only with GuyLian. Opus.”

Source: www.metanamorph.com

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1

2

2An orchestra will be drawn to appear surrounding the pool of water. The orchestra symbolizes Opus chocolates.

Art piece can withstand heavy rain and heavy footfall, and can last up to 3 months.

1

BROADCAST: TELEVISION ADVERTISING

GuyLian’s television advertisement will only consist of visual and aural elements, with the goal of ‘informing’ and ‘reinforcing’ to stimulate interest and desire for Opus, by engaging audience with sensory arousal:

Sensual feeling of warmth and comfort, Emotional feeling of lust, passion, calmness and desire Psychological experience of luxury and quality

The advertisement will use an emotional approach with an involvement-based framework, which emphasizes on drawing members of the target audience into the advertisement, and eliciting a largely emotional response (Fill, 2005). This will be achieved by immersing the target audience with careful incorporation of visual and aural elements into the advertisement.

The message appeal would be a combination of emotional appeal and sex appeal, as consumers’ affective arousal has the ability to influence their attention process (Peter and Olson, 2008) towards and throughout the advertisement whilst establishing a deep, long-held emotional brand associations (Thinkbox.tv, 2011).

TELEVISION ADVERTISING

Ad

van

tage

s

Television stimulates emotions and long-term memory that other media cannot reach as effectively (Thinkbox.tv, 2011).

It can convey a mood and develop emotional or entertaining appeals, which helps transform a dull product appear interesting (Belch and Belch, 2004).

Captivity and attention. Television is effectively intrusive that advertisements impose themselves on viewers as they watch their favourite programs (Belch and Belch, 2004).

Selectivity. Television has the ability to target and deliver to small, niche, highly targeting audience (Thinkbox.tv, 2011).

Dis

adva

nta

ges Clutter. The advertisement is only one of the many spots and other non-

programming material during a commercial break – it may have trouble being noticed (Belch and Belch, 2004).

Unguaranteed exposure. The shrinking viewing audience during a commercial break due to customers fast-forwarding through commercials as they replay a previously recorded program (zipping) and, when customers change channels to avoid commercials (zapping) (Belch and Belch, 2004).

It is crucial to divert and draw audience’s attention towards the advertisement at the beginning of the advertisement due to the potential problem of clutter and zapping. Once their attention has been achieved, the importance is then at captivating the audience throughout the advertisement.

The creative use of seasonal themes can indirectly deseasonalise demand by creating a need. The following proposed advertisement brief shows the impact of themes, through the idea of

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consuming Opus on how it transforms the dullness and iciness of winter into a warm sensation – may potentially create demand for Opus in the winter.

Proposed Advertisement Detail: Winter Theme

Sce

nar

io in

Bri

ef

Starts with silence and a blank black screen, and followed by the sound of heartbeat. Scenery will then appear (still with heartbeat sound in the background, but now with motion picture or scenery, with use of dull colours). An attractive man walking down a road covered with snow at night. And an attractive woman appears, shared glance, the atmosphere changes (a soft music starts), colour changes to rich warm and romantic colours and lighting, the surroundings changes into indoor, black, heartbeat sound, “this is what GuyLian will make you feel”

+ Infamous strap line: “The world’s favourite Belgian chocolates”

Elements Intended Impact on the Target Audience

Beg

inn

ing

1. Silence and blank screenTo re-capture attention from the clutter of other previous advertisements and non-programming material during a commercial break.

2. Combination of heartbeat and silence

Creates suspense and anticipationHolds attention

Con

ten

t

3. Attractive manMaintains attentionRises interest in the target audience

4. Winter themeCreates a sensual icy feeling and discomfortCreates a sense of lifelessness, loneliness and forlorn

5. Attractive woman(same age group with the target audience)

Creates self-association with the attractive woman in the advertisementSees an ideal self

6. Teasing interaction between the man and woman

Creates excitement and dramaStimulates sexually arousing sensation

7. Change in atmosphere, colour and lighting

8. Teasing, ambient jazz music

Change in mood, from icy to warmCreates a tingling sensation of lightness and comfort

Con

clu

sion

9. Silence and heartbeat10. Black blank screen

Creates cliff-hangerTeases audience with suspenseMaintains anticipation and attention

11. ‘this is what GuyLian will make you feel’

12. ‘Opus’

Establishes an association between the sense of warmth, passion and desire produced by the advert, and the consumption experience of GuyLian Opus

The advertisement will not contain any verbal messages at all; any messages will be inscribed.

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SALES PROMOTION: EVENT MARKETING

This campaign aims to stimulate desire and purchase in Opus chocolate by 35 to 45-year-old ABC1 women. Event marketing is normally used to build brand equity (Hoyle, 2002), however, the integration of sampling into this campaign will effectively allow consumers to experience the product and induce trial (Belch and Belch, 2004). This technique is used because advertising alone is inadequate to achieve the stated aim. This campaign is an independent public fair for GuyLian products, particularly Opus. It is an outdoor, 5-day campaign which incorporates sampling and environmental factors to encourage purchase and effective trial of Opus. (Sampling evaluation, see page 4).

Main Target To sell 300 boxes of Opus boxed chocolates per day.

Sub-Objectives:

To expose other GuyLian boxed chocolate products. To initiate sales of other GuyLian boxed chocolate ranges of 200 boxes per day,

per range. To provide information to the nearest store to get GuyLian products.

Environments that elicit feelings of pleasure are likely to encourage people to spend their time and money (Rossiter, 1982; Mehrabian and Russell, 1974 cited in Bitner, 1992). This campaign will, therefore, focus on physical environmental factors to encourage purchase and effective trial.

The campaign will be held in a 22m×20m closed marquee, with emotion-eliciting atmosphere and well-designed physical settings to stimulate serenity and to allow the circulation of the sensuous chocolate aroma to heighten the aura of pleasure and comfort of the overall GuyLian experience, allowing the ultimate sensory experience. Marquees will be well regulated with air-conditioners to ensure air is at the right temperature to ensure product quality and freshness of GuyLian chocolates is preserved throughout the fair.

Each event will be orchestra-themed, which symbolises the Opus range. Entertainment element of the event will include graceful acrobatic performances and soothing music.

EVENT MARKETING – “GUYLIAN FAIR”

Ad

van

tage

s Ability to interact directly with customers allows GuyLian the opportunity to build customer relations by offering them direct and first-hand excellent experience.

Effectively prompted event may create personal influence among visitors and encourage word-of-mouth.

Ability to demonstrate other GuyLian boxed chocolate ranges. This acquaints customers with other products which they were unaware of.

Dis

adva

nta

ges

Planning and implementation may take vast and disproportionate amount of management time (Fill, 2005).

Openness to the general public invites unexpected volume of curious visitors with no intention of purchase may flood site. This may be costly, where it puts-off interested visitors and potential buyers, waste management time and samples.

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SCHEDULING AND RESOURCES

Scheduling is important in the smooth running of the promotional campaigns in ensuring that it is strategically-timed and resources is well-allocated to achieve the maximum intended effect of each marketing communications activity.

Promotional Mix Period2012

Q1 Q2 Q3 Q4

Description Start date End date JAN

FE

B

MA

R

AP

R

MA

Y

JUN

JUL

AU

G

SE

PT

OC

T

NO

V

DE

C

3D Street Art 3 monthsLondon 25/03/2012 25/08/2012 Birmingham 25/04/2012 25/09/2012 Newcastle 25/05/2012 25/10/2012

Autumn Tree 2 monthsManchester 25/10/2012 25/12/2012

Broadcast 1 yearTelevision 01/01/2012 31/12/2012

Event Marketing 5 daysLondon 24/06/2012 28/06/2012 Birmingham 30/06/2012 04/07/2012 Manchester 21/10/2012 25/10/2012

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The activity will occur on the designated spot on the assigned day itself, in the open public. Each art piece will be removed after 3 months. Painting processes will be opened to the public.

Promotional Mix Schedule

The schedule for television advertising and event marketing will be detailed shortly. Guerrilla marketing campaigns’ schedule will not be further detailed, as it has been adequately described above, and is less complex than the two other campaigns.

Scheduling: Television Advertising

This campaign will be a relatively long-term objective. The advertisement will change its theme as the seasons change.

Target audience ABC1 women, aged 35 to 40-years old Broadcasting a 40-seconds spot advertisement on 3 channels favoured by the target

audience: ITV3, UKTV Style and Channel 4 (Thinkbox.tv, 2011) A network television advertising with “pulsing” approach Transmission time: Peak-viewing hours (1730 - 2300)

Boxed chocolate sales are interrelated with the UK festive calendar (Mintel, 2008) where sales peak during festive times around December, February, April and May, annually. Hence this will be used as a basis for scheduling.

Approach

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The set-up will take place on the previous evening, the 24th of October.

Key Campaign On

As the marketing communications objective is to stimulate desire and personal consumption of Opus during non-festive seasons, the ‘pulsing’ approach will be implemented to schedule advertising in higher frequency during off-peak times. This approach maintains continuity, but at certain times advertising efforts are stepped up (Belch and Belch, 2004).

Effective Reach and Frequency

“An ad can be seen multiple times and can be ignored because it lacks the creative character to make a connection with the audience,” (Thinkbox.tv, 2011). Moreover, the ad will use emotional appeal to stimulate desire, where emotional ads are more easily remembered and engage more with audience’s emotions and implicit mind than informative ads (Thinkbox.tv, 2011); hence, advertising frequency will be kept low with:

Average frequency: 2 (during chocolate-gifting seasons)Average frequency: 3 (during off-peak times)

Television Advertisement Schedule“Pulsing Approach” : Irregular

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DECQ1 – 2012 Q2 – 2012 Q3 – 2012 Q4 – 2012

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Advertising continues throughout the year

Higher advertising frequency

ADVE

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ING

VO

LUM

E

TIME

Scheduling: Event Marketing

Activities will be held outdoors, during the summer and in early autumn at three major cities in the UK.

Campaign duration: 5 days each cityTime: 1000hrs to 1800hrs each day

Planning and Awareness Campaign

Event Marketing: Fair2012

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT

Event planningTelevision Advert: TeaserInvitation distribution1

Clean Advertising2

LondonBirminghamManchester

1Creatively-designed invitation cards: Distributed to targeted women who fit into specified criteria – Each invitation contains fair information, with a casually-toned, personalised message to bring a female friend.

2Clean advertising works by cleaning the ad into any high footfall urban location and creating clear messages about the fair by selectively removing dirt, to create a stark contrast between the dirty surface and original colour of the pavement (CURB, 2009).

RESOURCES AND BUDGETING

It is important that objectives and budgeting go hand-in-hand rather than sequentially. Budgeting will follow a bottom-up approach using the objective and task method. This approach is driven by the communications objectives (Belch and Belch, 2004).

Broadcast: Television

Allocated budget for 1 channel: £200,000 Comment:Length of advertising will vary throughout the year. Hence, calculations will be based on factor 1.115 of buying 20”, 30” and 40” (Thinkbox.tv, 2011) of 1 channel:

£199,920 × 1.115 = £222, 910.80

TVR:Universe:Cost per thousand:Cost per channel:

200 tvrs21 million (ABC1s)£4.76 cpt£199,920

Total Cost of Advertising on all 3 Channels:£222, 910.80 × 3 = £668,732.40

£670,000.00

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Exclusive in London, during and at the locale of the 3D

Street Art in London

A 2-month campaign: Each will begin 55 days before the fair begins, for each city.

KeyPlanningAwareness Campaign

Description QUANTITYIn 1 UK city

COSTPer Ad

TOTALCOST Comments & Source

Guerrilla Marketing3D Street ArtStreet ArtistIn 3 UK cities

1 £100.00 £300.00Estimated cost. Price is negotiable with street artist.

Autumn Tree Tree hire cost is a mock cost of a similar type. Cost also includes delivery. Source: www.artificialplanthire.co.uk3D projection set cost, self-enquired.Samples: estimate cost only.Actual costs are very difficult to obtain.

Hire & InstallationFor 2 months tree hire

3D Projection setFor 2 months hire and maintenance

1

1

-

-

£200.00

£2,000.00

Samples:Opus

(in units)8, 000 - £300.00

Event MarketingAwareness campaign:Clean Advertising: LondonBirminghamManchester

100200100

£74.00£67.00£74.00

£7,430.00£13,500.00£7,430.00

Costs include stencil manufacture, all labour and photo documentation of the campaign. Source: www.curbmedia.com

Invitations:Cards

5,000 - £7,535.00

Exclusive in London.Costs include cards and printing. Source: www.the-print-warehouse.co.uk

Samples:OpusSea Shells OriginalSea Shells Extra DarkSea Horses StrawberryLa TrufflinaSolitaire

(in units)10, 0005,0005,0005,0005,0005,000

- £8,000.00

For 3 UK cities

Estimate cost only.Actual costs are very difficult to obtain.

Items for sale:OpusSea Shells OriginalSea Shells Extra DarkSea Horses StrawberryLa TrufflinaSolitaire

(in boxes)5,0002,0002,0002,0002,0002,000

- £28,000.00

Estimated costs are derived from deducting 30% off the retail price of each variety.Price source are obtained from self research in stores.

Human Resource:Sales team volunteers

20 Free FreeThe same sales teams and performers will be employed in all three campaigns.

Acrobatic performers and entertainers

- £1000.00 £3000.00

Performers will be hired on the 2nd and 4th day of the 5-day campaign only. Source: www.e3grouponline.com

Miscellaneous:Inflatable marquee

For 5-day hire1 £6,700.00 £20,100.00

In 3 UK cities. Free marquee installation. Source: www.bestathire.co.uk

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Marketing Communications Budget and Costs

Marketing Communications Budget: £800,000

Costs:Guerrilla MarketingTelevision AdvertisingEvent Marketing

£2,800£670,000£94,995

Total Cost: £767,795

Communications budgets are influenced by many factors, such as contingencies, economic recession and other market factors (De Pelsmacker, 2004). Hence GuyLian should always be prepared and alert to adapt budgets to changing situations.

IMPLEMENTATION & CONTROL

These campaigns will be implemented by GuyLian’s marketing team. Evaluation will be conducted to measure the effectiveness of the communications mix and to ensure that the intended message is encoded correctly and are capable of being decoded accurately by the target audience (Fill, 2005). Tests will involve pre-testing the finished campaigns and post-testing.

Pre-testing

Television advertising – A focus group of 8-10 people from the target group will be used to evaluate the impact of the advertising on the customer. They will be invited to view the advertising prior to a depth-discussion concerning their perceptions.

Guerilla marketing – A customer jury will be used for ‘direct opinion measurement’ to test campaign elements, such as: evoked feelings, evoked attitude and the extent to which it induces them towards purchase (De Pelsmacker, 2004). The jury will be provided with clear explanation and a computerized version of the campaign on a screen to aid visualization.

The GuyLian fairs will be pre-tested for the accessibility of locations, suitability of operating time to encourage the targeted ABC1 market to come, and the effectiveness of physical setting in evoking the intended impacts.

Post-testing

Recall tests can be used to measure the effects of the television advertisement and guerilla marketing on the impressions, recall, and perceptions of the target audience. Tests can take in the form of personal interviews and internet surveys.

Attendance at each GuyLian fair can be used as a measure, visitors will also be given a short questionnaire acquiring their genuine experience of the fair and how were they aware of the event. This effectively gives insight on the effectiveness of the television advertising and guerilla marketing in raising awareness of the fairs. Sales during the event will also be measured to evaluate its success.

To evaluate the overall effectiveness of the integrated marketing communication, the level of sales that occurs during and after the campaigns will be monitored.

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REFERENCES

BBC, (2011). VAT rate rises from 17.5% to 20%. [Online] Available at: http://www.bbc.co.uk/news/business-12099638 [Accessed 20.03.2011]Belch, G.E. and Belch, M.A., (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th ed. New York, NY: McGraw-Hill.Bitner, M.J., (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56, pp.57-71.CURB, (2009). The Natural Media Company. [Online] Available at: http://www.curbmedia.com/ [Accessed 14.04.2011]De Pelsmacker, P. et al., (2004). Marketing Communications: A European Perspective. 2nd ed. Harlow: Pearson Education Limited.Egan, J., (2007). Marketing Communications. [E-book] London: Thomson Learning. Available through: Newcastle University Library < http://www.ncl.ac.uk/library/> [Accessed 03.03.2011]Euromonitor International, (2010). Consumer Lifestyles in the United Kingdom. [Online] Available at: http://www.portal.euromonitor.com/Portal/Pages/Analysis/AnalysisPage.aspx [Accessed 11.03.2011]Fill, C., (2005). Marketing Communications: Engagement, Strategies and Practice. 4th ed. Harlow: Pearson Education Limited.Guylian UK Ltd., (2011). Financial Statements for 31 December 2010. Middlesex: Rumford & Co, Chartered Accountants & Statutory Auditor.Guylian, (n.d.). Guylian Belgian Chocolates. [Online] Available at: http://www.guylian.be/en/home/ [Accessed 03.03.2011]Hoyle, L.H., (2002). Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions. [E-book] New York, NY: John Wiley and Sons, Inc. Available through: Newcastle University Library < http://www.ncl.ac.uk/library/> [Accessed 03.04.2011]Levinson, J.C., (2010). Guerrilla Marketing. [Online] Available at: http://www.gmarketing.com/articles/117-10-ways-to-guerrilla-creativity [Accessed 03.04.2011]Metanamorph, (n.d.). Mysterious Caves. [Image online] Available at: http://www.metanamorph.com/index.php?site=past&cat=The%20Caves&proj=London-England [Accessed 03.04.2011]Mintel Oxygen, (2008). Seasonal and Boxed Chocolates UK, July 2008. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=227664 [Accessed 20.03.2011]Mintel Oxygen, (2010). 2011 Consumer Trends. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/display/id=480971/display/id=553377 [Accessed 21.03.2011]Mintel Oxygen, (2010). Seasonal and Boxed Chocolates UK, August 2010. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479796 [Accessed 19.03.2011]Mintel Oxygen, (2011). Chocolate Confectionery UK, April 2011. [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545241/display/id=574998 [Accessed 10.05.2011]Peter, J.P. and Olson, J.C., (2008). Consumer Behavior and Marketing Strategy. 8th ed. New York, NY: McGraw-Hill Irwin.Schofield, D.K., (2010). Guerrilla Marketing: Spreading the Word-of-Mouth. [Online] Available at: http://www.gmarketing.com/articles/175-spreading-the-word-of-mouth [Accessed 02.04.2011]Thinkbox, (2011) TV Effectiveness: Why is TV Unique? [Online] Available at: http://www.thinkbox.tv/server/show/nav.752 [Accessed 28.03.2011]

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Thinkbox, (2011). Buying Airtime: How to Calculate CPTs etc. [Online] Available at: http://www.thinkbox.tv/server/show/nav.905 [Accessed 28.03.2011]

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