...Kudler Fine Foods Product Launch Kudler Fine Foods Product Launch Plan Introduction Kudler Fine Foods offers a variety of gourmet products including fine cheese, wines, and spirits. Kudler believes adding a premium gourmet chocolate line is beneficial to Kudler’s well-established theme; offering different types of chocolate, made with organic and nonorganic ingredients. This new product has an attractive price range for the customer’s demand. Kudler’s domestic and international expansion is highlighted in this product launch plan identifying the product description and positioning. It also provides information on targeting, market needs, and market potential and market growth. A domestic and international SWOT analysis is provided and market research indentifying the competition, the marketing objectives and strategies, pricing, marketing communication, and distribution strategies. For this launch plan, a budget and the marketing research strategy is also included. Product Description Chocolate is a luxurious treat. For many decades, it has been given as gifts to express love and affection for another person. Kudler enters the moderate market of fine gourmet chocolates. This new product is comprised of dark chocolate, milk chocolate, and white chocolates, assorted truffles and biscuits. The types of chocolate Kudler offers include: • Handmade chocolate: chocolates using spices, herbs, fruit flavors, coffees and tea flavorings including nuts and dried...
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...affect the Gourmet chocolate industry are the sociocultural segment, the demographic segment and political/legal segment. In recent years people have become more health conscious. The chocolate/candy industry has responded to this sociocultural change by introducing new products to reach these health conscious consumers. There has been an increase in the production of no-sugar-added and sugar-free chocolates and candies. In addition, dark chocolate has many health benefits. The industry is using these health benefits to increase their reach to those health conscious consumers. Chocolate/candy companies have even begun fortifying their candies with vitamins and skin enhancing ingredients. The chocolate/candy industry is also trying to take advantage of the demographic changes in the environment. Currently, Asians are the largest consumers of gourmet/premium chocolates. Following the Asians market younger adults that are not married, who are college graduates and who do not own a home represent the next largest consumers of gourmet/premium chocolates. There does not seem to be a correlation between affluence and the sales of gourmet/premium chocolates. Therefore, the chocolate/candy can focus their advertising and marketing away from the affluent market and towards younger educated individuals. Finally, the chocolate/candy industry is highly regulated by the political/legal segment. . These regulations were enacted to ensure the safety of the products, that franchises...
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...Ethel’s Chocolate Lounges This report is based on a Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success”. The report will reflect on four points: describing the types of consumer buying decision to indulge at Ethel’s, the consumer’s influences of time and money spent at Ethel’s, what motivates Ethel’s customers and finally exploring the needs the customer experience appeals to most. CONSUMERS BUYING DECISIONS As noted in the Case Study the chocolate house dates back to the 17th Century as a place where the elite socialites would indulge on chocolate treats and sip hot chocolate in luxurious surroundings and in upscale boutiques. Ethel’s founded in 1911 in honor of the matriarch of the Mars family who made chocolate treats in their home becomes Ethel’s Chocolate Lounge in Chicago, IL in April 2005. Ethel’s idea of being the “Approachable Gourmet Chocolate” gives its customers gourmet chocolates with reasonable prices. Consumers buying decisions usually fall into three categories: routine responses behavior, limited decision making and extensive decision making and five factors: involvement, time, cost, information search, and number of alternatives. (Lambi, Hair & McDaniel, 2011) Each factor determines a low to high activity or action for each consumer buying decision category. Ethel’s customers may experience limited decision making because most people have purchased some brand of chocolate but more thought...
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...Specialty foods, whether gourmet, organic or all natural are the rage these days. Formerly available only through farmers’ markets or specialty foods stores, premium fares have gained far-reaching acceptance. Consumers only have to go to the local chain grocery and drug store to find their daily fix. The market for gourmet foods and beverages is currently valued at over $42 billion and is expected to exceed $62 billion by 2009.1 Americans might not need premium treats, but we surely want them and want them daily. Concerned with the high saturated fat and sugar content for decades, consumers have set aside premium chocolates for the most special occasions. Recent research has revealed the potential health benefits of chocolate to the public. More and more people are embracing chocolates, some are even incorporating higher-quality treats into their daily routines. As a result, the premium chocolate market grew at an annual rate of 10.5% during the period between 2001 and 2005 compared to a paltry 1.8% of the overall chocolate candy sales.2 Premium chocolate is far and away the most exciting category in the confectionery segment. 1Steuer, Joan. ”Confectioner: The Chocolate Report”. Chocolatemarketing.com. 2007 2Moran, Michelle. “Category Analysis: Chocolate: Quality Satisfies American Sweet Tooth. AllBusiness.com. June 2006 Links of Interest FAQs, recipes, and a link directory with links to schools, shops, and suppliers. http://www.completechocolate.com/HobbyistConsumer...
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...Introduction Cocoa Delights has been known to be a youngest gourmet chocolate manufacturers in early 21st century. Founded in 2000, cocoa delights has 15 stores chain in Melbourne, Australia in 2015. Product line includes Australian made highest quality chocolates with wide varieties. 1.2 Mission Statement Cocoa Delights is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which fosters and encourages continuous improvement. Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers, promoting sustainable behavior and reducing our ecological footprint. 1.2.1 Dimensions of Mission statements and purpose By reviewing Marketing plan of December 2010, I received key marketing objectives to understand company’s mission purpose and vision. According to plan, a mission should: 1. To increase revenue by 6% yearly over the next three years. 2. To become the gourmet chocolate market leader within five years. 3. To become established as the national retailer of choice for chocolate connoisseurs within the next three years. 4. To increase our share of the dark chocolate market by 15% over the next three years. 5. Establish Cocoa Delights as Australia's most respected chocolate maker. 1.2.2 Strategic directions and targets for Cocoa Delights ...
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...Ethel’s Chocolate Lounge Dr. Emily Crawford Principles of Marketing Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounge is a restaurant with gourmet chocolates where consumers could relax. This lounge was trying to be like a Starbucks. They wanted to sell gourmet chocolates for decent prices. The best type of consuming decision that best describes the choice to indulge at Ethel’s would be to use the extensive decision making. Extensive decision making is the most complex type of consumer decision making when buying an unfamiliar, expensive product (Lamb, Hair, McDaniel, 2010, p.80). Because Ethel’s Chocolate Lounge provided great quality for consumers, they have a higher level of interest in indulging at Ethel’s. John wanted to maintain Ethel’s special treats, so he continued to make affordable gourmet chocolates. “In our extensive consumer research, women told us they wanted an approachable place to select, purchase, and hangout and enjoy chocolate more frequently. And they said they were tired of mystery middles; where chocolate pieces are tossed off after one bite because the centers aren’t expected. That’s why we created the Ethel’s brand, which includes the first ever approachable gourmet chocolate for everyday and our chocolate lounges,” says John Haugh, president of Ethel’s (chocolateatlas, 2012). Some examples why consumers would use the extensive decision making would be because Ethel’s...
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...Ethel’s Chocolate Lounges Principles of Marketing April 26, 2012 Chocolate Lounges Taste Sweet Success Centuries have passed, and the American palate has distaste of chocolate. Now Ethel's Chocolate Lounges, named in honor of Ethel Mars's the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911; whose name adorns the signs at the company's latest attempt to breathe fresh life into chocolate. Influenced by the seventeenth-century London’s chocolate houses, the Mars family envisioned an up scale café, providing a luxurious setting where people could relax and even socialize while enjoying the gourmet chocolate. Mars president John Haugh what makes Ethel's special is that "You don't have to be a millionaire to enjoy the sweet taste of the good life. People indulge at Ethel’s Chocolate Lounges because of their limited decision-making. This occurs when the consumer has previous experience with a product but is unfamiliar of the brand; but has low levels of involvement because consumers expend only moderate effort in searching for information or in considering various alternatives defined by Lamb, C. W, & J. Hair, & C. McDaniel. (2011). Marketing. (Vol. 2010 Custom Edition, Maureen. Staudt, Ed.). Mason, Ohio: Cengage Learning. Many consumers are familiar with other chocolate brands such as, Godiva and Hershey, but might not be with Ethel’s chocolates and may be curious to try. Ethel’s menu that features icons and descriptions of...
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...Daisy’s Chocolate Fruit Basket Marketing Plan MARKETING 3000 Executive Summary Daisy’s Chocolate Fruit Baskets (DCFB) is a premier chocolate fruit basket manufacturer and retailer. DCFB is concentrating on making these one of a kind baskets out of a wide range of high quality organic fruits and chocolates. In addition to having several flagship baskets, DCFB will also offer the option of a custom basket, allowing the customer to choose the fruits and types of chocolates themselves. DCFB will be selling to individuals as well as companies, and independent vendors. Initially the bulk of DCFB’s business will be generated from individuals, but as time passes, a growing percentage of sales will come from other vendors and companies. While there are many different competitors in the market now, they are larger in size and much less flexible. DCFB will be able to meet customer demands through superior products, customer attention, as well as customer product offerings. DCFB will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from DCFB’S office, DCFB is able to ship via UPS. Once up and running with some momentum, DCFB will be producing profits at a high rate. It is projected that by September of next year, DCFB will be profitable...
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...‘Get in touch with your dark side’ MEDIA PLAN Period: July 2010–June 2011 10 Chocolate Parade Melbourne, VIC, 3181, Australia Phone: 123-456-7890 Fax: 123-456-7890 Email: mediaplanning@cocoadelights.com Web Site: http://www.cocoadelights.com Contact: Coco Jones Table of Contents Executive summary 1 Business description 1 Vision for the future 1 Business goals/mission 2 Business philosophies/identity 2 Main objectives 2 Situation Analysis 4 Marketing analysis 4 Customer analysis 6 Product benefits and unique selling proposition 8 Competitive analysis 10 SWOT analysis 14 Legislation and Regulation 15 Advertising analysis 16 Advertising strategy 16 Media Strategy 18 Marketing Analysis 18 Marketing Schedule 20 Media budget 23 Campaign evaluation strategy 24 Executive summary Business description Founded in 2000, Cocoa Delights is one of the youngest gourmet chocolate manufacturers in the industry. However we do not view our youth as a weakness, on the contrary, our youth is associated with our two most valued attributes: creativity and innovation. We dare to create the unconventional. Our team of master chocolatiers have been hand-picked from prestigious confectionary schools boasting centuries of chocolate expertise from France, Switzerland, Belgium and Italy. Whilst we value the traditions of these schools, we place an even higher value on their passion for innovation and enterprise. Cocoa Delights is the first company in Australia...
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...the other advantages and she felt that there was an opportunity for her to open a food shop in La Jolla. Within the first nine months of the store, it was on the peak of success and the sale ratio of the store was very high. The first year was profitable for the company. Now the company is going to plan to introduce its new product in the domestic as well as international market. The domestic market is Greece, and International market is Santiago in Chile. The new product introduced by Kudler Fine and Food in Greece and Santiago, Chile is Gourmet Olives. This product is used to make variety of oils, jams, chocolates, etc. The Kudler wants to serve best to its customer and the Gourmet Olives introduced by the company are one of its best product. Gourmet olive is used to make a variety of products such as jams, chocolates, oils, wines, etc. It is beneficial for the health of the consumers and help to control the blood pressure, sugar regulation, market immune system stronger, keeps body young, keep heart healthy and prevent strokes, etc. (Gourmet Olive oil is healthier than other vegetable oils, 2009). It should be considered that how the product is being placed in the market. If the company opens some discount stores it should keep the prices low. It also depends on the target customers. If the company targets high-class customers the pricing will naturally be high. If it targets all the customers then reasonable pricing should be kept which will be in favor of all...
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...most astounding quality of accessible Australian chocolate, mixing privately sourced sugar, organic product, nuts and dairy items with imported cocoa. Cocoa Delights will profit by the medical advantages of dark chocolate and offer the biggest scope of dark chocolate assortments and items custom-made to particular dietary necessities and client inclinations. This will make organisation remarkable and imply that it is the organization equipped for fulfilling this under-addressed issue in the national commercial centre. Mission Cocoa Delights is focused on turning into the pioneer in the Australian business sector for premium quality chocolate and keeping up an organization society which cultivates and supports ceaseless change. Ultimate goal is to give Australian shoppers the most elevated quality chocolate available whilst keeping up the guarantee to exchange reasonably with both local and abroad suppliers, advancing feasible conduct and diminishing biological impression. Values 1. To expand income by 6% yearly throughout the following 3 years. 2. To turn into the gourmet chocolate market pioneer inside 5 years 3. To grow marketing reach 4. To streamline the entrance of target client gatherings and markets. 5. To expand brand mindfulness for Dark Decadence by 10% amongst the intended interest group in one year. 6. To rise brand name acknowledgment. 7. To set up Cocoa Delights as Australia's most regarded chocolate creator. Strategic Directions and Targets As...
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... Australia in 2015. Product line includes Australian made highest quality chocolates with wide varieties. 1.2 Mission Statement Cocoa Delights is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which fosters and encourages continuous improvement. Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers, promoting sustainable behavior and reducing our ecological footprint. 1.2.1 Dimensions of Mission statements and purpose By reviewing Marketing plan of December 2010, I received key marketing objectives to understand company’s mission purpose and vision. According to plan, a mission should: 1. To increase revenue by 6% yearly over the next three years. 2. To become the gourmet chocolate market leader within five years. 3. To become established as the national retailer of choice for chocolate connoisseurs within the next three years. 4. To increase our share of the dark chocolate market by 15% over the next three years. 5. Establish Cocoa Delights as Australia's most respected chocolate maker. 1.2.2 Strategic directions and targets for Cocoa Delights According to Marketing Plan of December 2010, cocoa delights positioned itself in the market as an up-market provider of gourmet chocolates and chocolate products of European quality with...
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...high end products to a well defined market segment in an upscale and elegant retail environment. The concept they choose was unique and the service &product they offer was not available from any other source. Their strong presence to the consumers in the various targeted market segment is based on their strategy and ability to consistently develop and well planned, functioning production schedule, maintaining high quality on the products they produce, motivating merchandise and strong distribution system. Café Bateel is an exciting new concept in casual dining. Offering a unique and innovative range of gourmet foods and beverages, the Café Bateel menu combines an Italian-Umbrian culinary heritage and a rich tradition of Arabian hospitality. The result is a mouthwatering selection of delicious, wholesome food and beverages served in a warm and sophisticated atmosphere. The first Café Bateel opened in 2007. Today, Café Bateel can be found in several of the city's most prestigious locations. The success behind the bateel is the combined output of various functioning areas like starting from farming, processing manufacturing and premium retailing function and strong marketing organisation. And now they are the pioneer in the production and distribution of a complete range of high quality dates and date, non-date gourmet confectionaries. They have their head quarter at Riyadh, Saudi Arabia with regional office in Dubai ,UAE and with workforce of over 300. Product The four...
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...with your dark side’ MEDIA PLAN Period: July 2010–June 2011 10 Chocolate Parade Melbourne, VIC, 3181, Australia Phone: 12 3456 7890 Fax: 12 3456 7890 Email: mediaplanning@cocoadelights.com Website: www.cocoadelights.com Contact: Coco Jones Table of Contents Executive Summary ........................................................................................................ 117 Business description ............................................................................................... 117 Vision for the future ................................................................................................. 117 Business goals/mission .......................................................................................... 118 Business philosophies/identity ............................................................................... 118 Main objectives ........................................................................................................ 118 Situation Analysis ........................................................................................................... 121 Marketing analysis ................................................................................................... 121 Customer analysis ................................................................................................... 123 Product benefits and unique selling proposition ......................................
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...SUMMARY This project is to improve the business plan of a company that make chocolate base gourmet. The main product of this company is the bird’s nest chocolate. This business has a potential in the market and can be commercialise worldwide. The objective of this project is to implement the strategic management into the company in order to increase the sales of company. This study will also be helping the company to have a better management in the future. The scope of the study is to implement the strategic management to the company business plan, to study the function of strategic management in the business plan, to validate the advantage of using strategic management. Our methodology is using the strategic management procedure that has a corporate level, business level and functional level. From the data collected we summarize that the strategic management that we can use to improve this company is using the concentrated corporate level strategic and using the horizontal integration method. We can analyse that this method will have significant impact on the business. We also try to overcome the weakness and threat that we obtain from the business plan that we analyse. By using horizontal integration we try to join venture with Cadbury chocolate company to build a well-known product because Cadbury has producing the chocolate gourmet for a long time and has been known for its delicious chocolate. 1. Introduction 1.1 Introduction to the strategic management. Strategic...
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