I. EXECUTIVE SUMMARY
MISSION STATEMENT: To provide innovative, exotic candy for Canadians.
A. INTRODUCTION Swirl is a start-up, sole proprietorship candy store that will sell hard-to-find, luxury candy for a 25 to 45 demographic. Also, Swirl will introduce 3D printed candy to the Greater Toronto Area market and offer it as a specialty item. A retail location will be operated at Square One Shopping Centre in Mississauga, Ontario. Aesthetically pleasing packaging and an exemplary customer experience is one of Swirl’s major focuses in drawing customers away from bulk purchasing stores. Swirl is looking for a $10,000 investment for a 10% stake in the business.
B. 3D PRINTING TECHNOLOGY Swirl will develop 3D printed candy using the Bocusini
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Lack of variety Candy is limited—North American production focuses on candy that can be marketed to the masses in bulk and not niche markets. There is a lack of specialty products in major stores. To find these goods, it is necessary to go to an abundant amount of stores that all specialize in different areas—European candy, vegan sweets, etc.—instead of all being found in a singular store.
III. CUSTOMER SEGMENTS Swirl will target the men and women aged 25 to 45. This demographic is among the lowest in unemployment rates and therefore have a higher discretionary income. Specifically, people part of the later half of Generation X (mid 1960 to mid 1980) and early Millennials (mid 1980 to 2000). In Mississauga, the average household income is C$95,052 (Statistics Canada) and C$41,314 is the average per person income. 27.2% of Mississauga’s population are men and women aged 25 to 44 and the median age is 38.2 years old. Beyond that, $1 billion is spent on candy by Canadians annually. Usually, that money is spent buying gifts or candy for children. Swirl will target the people actually buying the candy, instead of younger consumers.
IV. UNIQUE VALUE
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Swirl’s target demographic were raised during a period of intense technological advancement and therefore are more likely to be interested in Swirl’s offering of 3D printed candy. Innovation is a key part of success in the 21st century market and this product will not only serve as something new and interesting, but also as a strong marketing technique. Mississauga is in close proximity to Toronto, a city that hosts massive events like the Toronto International Film Festival and has NHL and MLB franchises. Swirl will use 3D printing to promote candy, by producing event relevant creations for store front
Every child dreams of meeting or becoming just like their favorite character. Kids will do just about anything to get their parents to buy the product. You can have any type of power you want you just have to try one of the pieces of candy and watch the magic appear within you. Remember it only lasts 24 hours. Ethos, pathos, and logos is expressed throughout the commercial and on the box the candy’s come in. If you want to see what will happen to you then try our product today. It really works!
While Europe and the United States account for most chocolate consumption, the confection is growing in popularity in Asia and market forecasts are optimistic about the prospects in China and India (Nieburg, 2013, para 9). According to the CNN Freedom Project, the chocolate industry rakes in $83 billion a year, surpassing the Gross Domestic Product of over a hundred nations (“Who consumes the most chocolate,” 2012, para 3). If chocolate continues grow popular in Asia, it stands to become even more lucrative.
The Hershey Company is the largest manufacture of chocolate and candy in the United States. The Hershey Company produces and sells a wide variety of sweets, including gluten-free and sugar-free sweets (The Hershey Company). Some famous brands produce by The Hershey Company include, Hershey, Reese’s, York, Kit-Kat, Ice Breakers, Twizzlers, Almond Joy, and Mounds (The Hershey Company). Milton Hershey changed the candy making industry by turning his caramel business into a chocolate industry, caring enough to influence his company to help organizations and individuals, and by remaining successful for over a hundred years.
He links the place to Willy Wonka’s chocolate factory, with his wonderfully selling hallways, cheerful workers in white lab coats, and the hundreds of little glass bottles labeled with mysterious names that seem as if they are magic potion. The corporation’s snack and savory lab s accountable for the taste of everything from potato chips, to breakfast cereals, and pet foods. While he confectionery lab brings forth the flavors of ice creams, candies, and even toothpastes. The beverage lab devises the flavors of soft drinks, bottled teas, and beers (Schlosser 121). IFF is also responsible for “the smell of six of the ten best-selling fine perfumes in the United States, including Estee Lauder’s Beautiful, Clinique’s Happy, Lancôme’s Tresor, and Calvin Klein’s Eternity,” (Schlosser 122).
Market research and information about the industry is very important to the organization because it will allow the organization to position itself well in terms of sourcing chocolate raw materials and in identifying the market for its products. For example, understanding that some chocolate product purchases are seasonal, e.g., at Christmas; around Mother’s Day; and, on Valentine’s Day, allows the organization to have more product on hand and to create displays, in store, that will increase purchases and attract more customers when existing customers tell their friends about the availability of high end products, at reasonable prices, in their store.
Mondelez International is a company that focuses on snacks globally, in 165 countries, and is a world leader in biscuits, chocolate, gum, candy, coffee, powdered beverages, and such popular brands as Oreos, Cadbury chocolate, and Trident gum (Mondelez International). The biggest challenge Enjoy Life Foods is to deliver delicious allergen-free snacks worldwide. Allergies in the U.S. is just as prevalent in other countries as well. Without expansion right now, we are hindering the growth of Enjoy Life Foods’ market
It has gotten somewhat easier for people who are not wealthy to keep up with the wealthy. Godiva, the chocolate company, used to only sell its product in upscale stores but now that has changed. According to Jennifer Steinhauer, "Today it is one of those companies whose customers drift in from all points along the economic spectrum. its candy can be found in 2, 500 outlets, including Hallmark cards stores and middle-market department stores like Dillard's." (Steinhauer 2005). People purchase Godiva candy and feel like they have upscale candy not just any old Hershey's bar. Gene Dunkin, president of Godiva North America, says "People want to participate in our brand because we are an affordable luxury. (Steinhauer 2005)" Gene has a point. People want to feel as though what they are buying or "participating in" (as Gene Dunkin would say) is of more value then someone else's' "stuff".
The recent product, liquor filled chocolates, is a viable business that can sell if it is implemented professionally. This recent innovation should be able to acquire attention from the market owing to its combination of selling products. Put simply, the liquor-filled chocolates are chocolates that contain alcohol. According to Novellino (2011), chocolate-candy sales summed up to $16 billion in 2008 in the U.S. Furthermore, the statistics on alcohol reveals that liquor sales hit $19.9 billion in 2011.
They call them confections.They make special Confections for Valentine's Day, Easter, Halloween and Christmas. They make candy corn, gummy bears, pet gummy tarantulas and more. They started making confections in 1869. But in 1898 the second generation of the Goelitz family specialized in candy corn and royal butter creams. By the 1960s the third and fourth generation of the Goelitz family made candies like tangerine slices, spice drops and jelly beans. By 1965 a flavor breakthrough is made when the mini jelly beans are infused with flavour in the center. In 1966 the governor of california Ronald reagan discovered mini jelly beans. Then in 1973 chocolate dutch mints were introduced. A creamy mint center is drenched in dark chocolate and finished with a crisp, candy
Do you ever wonder how Russell Stover’s candy is made? First, they use a combination of chocolate, cocoa, butter, and vanilla ice cream. Next, they mix every ingredient together. Then, they harden the candy in a freezer. Second to last, after the candy is made a machine puts each type of candy in a box. Lastly, a different machine closes them up and seals them then
Poptails Plus needs a logo and packaging system that will attract customers to stop and check the product out. A logo and packaging that gives a hint to what the product is but entices the customer to want to learn more and try the product. It has to be unique, fun, and memorable. It needs to be something that contributes to the brand identity along with the exceptional taste of the product itself.
Steady growth over the last hundred years has transformed the chocolate confectionary sector into an $80 billion a year global industry. However, with demand forecast to surpass supply, a crisis is approaching for the sector.
Cheney, Susan. ?Packaging & Manufacturing.? Candy Industry (Jun. 2000): 20. InfoTrac. Online. Nov. 2002 .
Value proposition is the bundle of benefits and values a brand offers to consumers in order to satisfy their needs and must be different to their competitors in order for them to be successful (Cova & Salle, 2008). This value proposition is gained through positioning, which refers to the place a product occupies in the consumer’s mind relative to competing products (McGuinness, Morgan, & Strong, 2003). Marketers try to create a desired positing in the minds of their target market. In the case of “Share a Coke”, the target market was previously identified as teenagers and young adults, with ages ranging 18-25 years old (Grimes, 2015). However, limited alienation worked in the favour of the campaign. Anyone from the ages 13 through to 65 years old could be included, creating mass market penetration. Coca Cola Limited and Ogilvy & Mather realised that their competitors had not released any products like the ones from the “Share a Coke” campaign. From identifying their target market, and observing their needs through social media, they discovered their consumers wanted something affordable and personalised (Grimes, 2015). Coca Cola Limited Australia developed their marketing mix to support and communicate their positioning to the target market. Thus they created a customised product at the price of a regular Coke and through vigorous promotion via
hard candiesOriginally hard candies were made for curing various illnesses such as cough drops etc. but these yummy candies were capturing the sweet tooth of the person eating it than the sickness. Hard candy is available in wide variety of flavors and colors. You can therefore pick the perfect hard candy from the wide collections that well suits the color and theme of your party. There are wide selections such as Jolly Ranchers, Runts, candy drops and more.