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Boston consulting group (Boston Matrix) Essay

Price: medium price of other products

Placement: fruit chocolate has short shelf life and always be made by fresh and are sold directly to customers. Target customers: All age groups who like chocolate and fresh fruit.(Someone who want to try something new.) The group of people who take care of their health. Promotion: Advertisements on TVs or on the Internet ( weibsite: facebook ,magazine(Vogue.com) and ad vedios on youtube) Ad at Train station, airport and bus. Product concept: more creative, more healthy, more tasty, more happiness
Positioning: Newly chocolate with fresh fruit

Marketing growth strategic: Our company uses market penetration and market development for fruit chocolate as it can gain high share in no time.

Cash cow: chocolate chip cookies.
Introduction: a chocolate chip cookies is a drop cookie that originated in the United States in 1938 and features chocolate chips as its distinguishing ingredients.

Cocoa beans producer: Indonesia

Trading & Shipping of Cocoa beans:

The marketing channel between cocoa farmers and exporters encompasses at least two middlemen: small traders and wholesalers. Once cocoa beans reach the port of export, they are stocked in warehouses, while being graded and subsequently loaded onto cargo vessels.In recent years, shipment of cocoa beans in bulk has been growing in popularity. Loose cocoa beans are loaded either in shipping containers or directly into the hold of the ship, the so-called “mega-bulk” method. cocoa futures contracts are used tocompensate the risk of adverse price movements.A cocoa futures contract is a commitment to make or to take delivery of a specific quantity and quality of cocoa beans at a predetermined place and time in the future.

1. Main ingredients: Flour, sugar, brown sugar, butter, salt, chocolate chips 2. Price: chocolate chip cookies have been accepted by people around the world in the last century(circa1938). The technology of making them is mature now and the raw materials can be supplied rapidly and easily. However, it seems impossible to get more innovation in chocolate chip cookies. So the suitable price is 2 euro per 200 grams

3. Promotion:

A. Use slogans and posters( exhibit them in the streets or subways with permission) to show our products B. Investment in advertisements on media and for example, let them play between two episodes of a popular TV show C. Make a discount on the most popular cookies at first. “ lower price but higher quality”—give consumers a good brand image

Market segmentation

A: demographic segmentation

The birth rate of Russia keeps decreasing(12.6 birth per 1000 people in 2010) and the death rate keeps increasing( 14.3 per 1000 people in 2010). Russia faces aged tendency of population, so our products should be adjusted to match the age of consumers, for example, we can produce more soft cookies with less sugar for the old people.

B: geographic segmentation

Our product should be welcomed by people from different parts of Russia. Russia is a giant country with provinces, so people from provinces have differenttastes and wants.

C: psychographic segmentation

It will be used in different social class, life stage or personality characteristics. For example, some ladies like to drink afternoon tea with some dedicate cookies, so we can target to them and increase quality, decrease volumes and make good packages. Market Strategy: diversification, divestiture, retrenchment Competitive Company:

nestle toll house

Nestle Toll House has provided the best-tasting chocolate chips for over 70 years. It was the first and most famous brand of chocolate chip cookies in the world. Marketing of Toll House:

During the world war two, US soldiers from Massachusetts who were stationed overseas shared the cookies they received in care packages from back home with soldiers from other parts of the US. Soon, hundreds of soldiers were writing home asking their families to send them some Toll House cookies, then chocolate chip cookie began gathering a large amount of popularity.

Rising Star : Figure Chocolate

Milk .dark chocolate .rose sheet. Gelatin. Cream. Sugar

1. Major consumer groups chocolate products are young people. For most young people, income is not too high. Faced with Dove, Ferrero rocker and other famous brands of high price, many consumers can only eat a small monthly chocolate our chocolate affordable, not too expensive. 2 .Most people love chocolate as a gift for their friend. For example college students in general on Valentine’s Day chocolate as a gift for their girlfriends so compare to Swiss Tolerance and other well-known brands round and rectangle chocolate, we can produce heart-shaped chocolates and roses shaped. Many middle-aged people will choose chocolate as a gift to their friends.

Our company has designed a series of exquisite gift box. We believe it will be popular with people. 3.Dove and Ferrero rocher phenomena occur insect. But our chocolate materials are used in high cocoa beans and cocoa butter. Our company can produce a video to show the entire process of chocolate production. We will also be sold to customers on-site production of chocolate to ensure the quality of chocolate. Our company will have to establish a good reputation, let the customer are willing to buy our chocolate.

4Our chocolate use pure milk chocolate, high milk (up 32%), low cocoa. High nutritional value, to help children grow. Natural and healthy chocolate snack, rich in milk and cereal grains, low-calorie and unique mellow taste is widely accepted that the children and their mother.

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