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
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
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
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
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!
Claire’s Chocolates does not advertise, relying on word of mouth. Their promotional methods, therefore, are based on quality customer service, building customer relationships, high quality products and service delivery (Gronroos, 1994, 4). This creates the experience that makes customers want to talk about their product and this, therefore, creates new customers.
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
Chocolate companies changed from minimal production to massive manufacturing. Thus, targeting different market segments that weren’t possible to reach due to the high cost of the good. The market was able to shift because of the industrialization process that includes several innovations, such as van Houten’s process, this allowed a broad production and distribution of chocolate that spread around the globe.
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).
Poptails Plus desires to explode into the untapped market of frozen alcoholic desserts and treats. Market research shows that there are very few infused products in the United States (Yahoo Finance, 2015). The few out there are not mass-produced and are not of very high quality (Yahoo Finance, 2015). Poptails Plus current business plan and team structure would benefit from the addition of a strong marketing firm for the market research, branding, and labeling that will be required to support the growth desired in the market. A strong financial advisors and accounting firm to oversee the development of pro formas and advice for the financial support options needed. The last area of support is a chef/mixologist in the food industry to assist in determining freezing agent options and assists in the networking of restaurants in the area.
Caribou created interactive experiences with the co-create blend, the Yummmkins scavenger hunt and the Barista Barge. The tactics involved the customers and let them have a fun experience with their coffee. Other than the research that showed the treat seeker audience is social, Caribou did not use the knowledge of their audience to accomplish their
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. What does the statistics reveal about the product? This reveals that the market for the two products is present and combining them will result in a profitable business. This paper is a report on targeting and segmenting the new liquor filled chocolates as a potential business.
Cheney, Susan. ?Packaging & Manufacturing.? Candy Industry (Jun. 2000): 20. InfoTrac. Online. Nov. 2002 .
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.
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