It is difficult to differentiate in the cookie business, as there are a lot of good cookies in this world, and a lot of very creative cookie makers. Cookie Craze is going to differentiate at least on part on the basis of the brand. But the cookies will be unfathomably good, and that is part of the appeal of Cookie Craze. The flavors of the cookies will be key. With all due respect to grandmother, chocolate chip simply is not going to get it done in a competitive market today. Consumers take their cues from the food porn they watch on television, where chefs dazzle with unique, exciting flavors and that is exactly the kind of Craze we are aiming for. Exotic ingredients — things not considered normal for cookies — and a gooey, chewy base dough will form the key differentiating factors. That there will be a neverending stream of innovative new cookies from Cookie Craze only adds to the exciting product offerings. Mayan Chocolate with Bacon? Cardamom and Mace with Dulce de Leche icing? Now we’re getting somewhere. With new flavors all the time, excitement will be hard to control. There are few better ways to differentiate the business than to have cookies that blow customers’ minds every time they buy one. That is what Cookie Craze is all about.
Beyond that, branding is going to be a critical element in differentiating Cookie Craze from the lesser cookie makers of the world. The cookies themselves will be a factor in the strength of the brand, but so too will the visuals. Design — everything from the shop to the packaging, to the logo, the website and the cookies themselves — will be a core theme of Cookie Craze. Nobody in the cookie business will have sharper-looking packaging, and our products will absolutely pop off the shelves in relation to our staid competitors. Our mission is to transcend cookies — Cookie Craze is al lifestyle of decadence, style and the best cookies on the planet.
2. The launch phase of the product life cycle as a lot of implications for the way we approach strategy. The introduction stage is a time to establish what the brand is all about (QuickMBA, 2010). Our sales might not be big at this stage, but the impact of Cookie Craze will be massive. The marketing mix is determined in part by the stage of the product life cycle. The product needs to grab people’s attention at any point in the life cycle, but especially during the launch phase. We have tested some of our preliminary cookie dreams on our friends and family, so we know which are going to be the biggest hits. That is where we will start, along with some eye-catching imaginations that will generate a lot of social media and public relations hype. Nobody is doing what we are doing, and the world will know soon enough.
Getting the word out — no matter how good you are — is never easy. We have a limited promotional budget and will have to generate substantial word of mouth in order for all the right people — hungry ones — to know about Cookie Craze. In a highly diffused media market, social media is not only more cost-effective than conventional media but is the best way to reach our audience. As a result, we will engage in a social media blitz. The usual sites will be utilized, and we will have social media promotions to draw in “likes” and “followers.” But more importantly, we want to create a buzz and to that end we are working with our friends in the restaurant industry. We are getting our cookies into some of the area’s best restaurants and coffee shops, and making sure that our friends are helping to promote our brand to their customers. This will allow us to reach our target audience, which is a younger, hipper crowd that has exceptional taste in food and drink. To help build on this success, we have a public relations strategy in place to help get the word out to media outlets. We have already been in touch with a number of influential outlets and have bribed them with cookies. We will have some good press coverage of our early events and our partnerships with other members of the local food scene.
Another noted, branding is essential Cookie Craze is going to catch on like, well, a craze, and this will happen because of our slick graphics, awesome cookies and ultimately the visual presentation will be almost as important as the goodies inside the packaging. We envision a multitude of different packaging types, to meet the needs of the different segments of our target audience. In our bakery-store, we will have cookies without much packaging at all for individual or bulk sale. With our restaurant partners, we will not be able to utilize much packaging, but we went to get our logo on their fresh sheets if possible so that the image sticks will people and attracts them to our product. Packaging for retail outlets will be in individual cookies and in six-packs. These will be in cellophane bags, but stickered with our striking logos. Each cookie with have an individual logo, like you would see with each flavor of microbrew, because we want to sell each cookie individually. The design work on these stickers is going to be key to shaping the individual identity of every flavor that we come up with. As a result, not only will each package reflect Cookie Craze, but each individual cookie brand within our portfolio.
What products and services will interest these new youth markets?
The products and services in demand will be those that are most popular in other areas of the world. This is because they have similar tastes and want to own these items. A few of the most notable include: electronics, clothing and toys. At the same time, they will eat foods that have more Western tastes (such as: KFC). The combination of these factors is demonstrating how this segment is interested in popular merchandise from many developed countries. This is illustrating the new perceptions and affluence that are emerging. (“China and India,” 2005) (White, 2012) (Pilcher, 2012)
Compare and contrast the micro and macro environmental forces that can influence the marketing strategies for these products and services.
The micro economic forces which could have an impact on consumers include aggregate demand. This is when there will be changes in the number of people who want to purchase particular products and services. When this happens, marketers will begin utilizing different kinds of strategies to help themselves standout against competitors. This can influence sales by leading to specific cultural attributes embraced from international firms. (White, 2012)
The macroeconomic forces that will affect these strategies are unemployment figures. This is because the underlying rates will have a direct influence on how someone feels about the economy and their purchasing decisions. In this case, marketers will use strategies that will highlight how a product can address specific needs and offer better value. This is the point that they are more likely to purchase something (even though economic issues could be influencing confidence about the future). (White, 2012)
Will marketers in these countries use similar marketing strategies to influence this group or will their strategies be different from Western-based consumption marketers? Explain your reasoning.
Their marketing strategies will be similar and different to a certain extent. The way that they are similar is certain international cultural attributes will be utilized to reach out to potential customers. While at the same time, specific local traditions will be used to create a greater understanding of the firm and the products / services it is selling. (White, 2012) (Holmes, 2010)
The reasoning behind this thinking is based on the fact that all firms need to have an effective approach that can connect with consumers in different markets. The way that this is achieved is through using international symbols to create an initial connection with the person. These techniques establish a foundation of positive perceptions by utilizing various commonalities. (White, 2012) (Holmes, 2010) (Pilcher, 2012)
Then, localized customs are embraced to improve their favorable image. This is the point that someone is more than likely to want to buy from a producer, as they are interacting with them on multiple levels. These ideas have been successful for many firms with large well-known brand names such as: McDonalds and Taco Bell. (White, 2012) (Holmes, 2010) (Pilcher, 2012)
What opportunity for U.S. companies might you foresee? Support your reasoning.
The biggest opportunity is for U.S. companies is to create a strong consumer base that recognizes and wants their products. When this happens, they will see an increase in sales and dominate the marketplace. This approach is used by many fast food restaurants in China and India. What helps to make them so successful, is their ability to integrate their menu with localized tastes. This has increased their popularity and growth inside many of these areas. (Pilcher, 2012)
China and India. (2005). Rand. Retrieved from: http://www.rand.org/content/dam/rand/pubs/monographs/2011/RAND_MG1009.pdf
Holmes, D. (2010). Marketing’s Role. Oliver Wright. Retrieved from: http://www.oliverwight-americas.com/new_white_papers/marketing-role-ibp-white-paper-holmes.pdf
Pilcher, J. (2012). The Oxford Handbook on Food History. New York, NY: Oxford University Press.
White, S. (2012). Principles of Marketing. San Diego, CA: Bridgepoint Education, Inc.
NetMBA. (2010). The marketing mix (the 4 Ps of marketing). NetMBA. Retrieved March 23, 2012 from http://www.netmba.com/marketing/mix/
QuickMBA. (2010). The product life cycle. QuickMBA.com. Retrieved March 23, 2012 from http://www.quickmba.com/marketing/product/lifecycle/
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