2005-2006: Kanjers (Player on the international market)
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26.10.2005 Player on the International Market 1eKanjers Stroopwafels
Ahmet Cezayirlioglu
803294
Claudia Bäumler
803285
Kelly van Donk
4210323
Sarah Buitendijk
4233216
Saskia Davidse
4230172
26.10.2005 Player on the International Market 2
Index
1. Introduction
2. The survey
3. Marketing plan
4. Communication plan
5. Design plan
6. Conclusion
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Cookies in general Purchase of cookies
Consuming cookies
Package of cookies
Cookie trends
‘’Stroopwafels’’
What do you still miss in a cookie, in other words, what would be the perfect cookie for you?
Communication plan Design planMarketing planThe Survey
The Survey
26.10.2005 Player on the International Market 4
Cookies in general A need for cookies with ‘’ added value’’ like sprinkles, chocolat glazing etc.
Purchase of cookies Supermarket and cafetaria
Consuming cookies Everyone eats cookies on either daily or weekly basis.
Package of cookies Most popular one: family package or so called ‘’snack pack’’.
Cookie trends Diet is good, but flavour is better.
‘’Stroopwafels’’ Demand for cookies with brown sugar, caramel and hard cookie.
What do you still miss in a cookie, in other words, what would be the perfect cookie for you? There is so much variety you can always find something. I need a cookie that does not make me fat but still tastes good.
Communication plan Design planMarketing planThe Survey
Data interpretation
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Stroopwafels most popularcookie in the Netherlands.
Communication plan Design planMarketing planThe Survey
Market analysis
Stroopwafels are not sold in the USA / in California.
Coffee-time-behaviour Snack-eating-behaviour
Market – trends in the US: Reducing weight Organic food and dietary products Eating on the road Healthier eating Increasing desire for more flavoured food
Market – analysis: lots of suppliers (main competitor Nabisco), high pressure and
high rivalry, client is very choosy and patriotic
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Strength
Stroopwafels Are a good compliment of coffee.
Are a new mixture out of caramel and brown sugar.
Have convenient packaging for daily and family life.
Have favourable taste for the American market.
Weakness
American people mostly like big cookies.
There may be confusion between pancakes and Stroopwafels.
Communication plan Design planMarketing planThe Survey
SWOT analysis
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Opportunities
There is nothing specific to “eat with your coffee”.
Cookie industry is based on milky products, not enough new tastes.
Eating habits are changing according to fast-life rules.
It is suitable to associate with brands like Starbucks.
Threats
Country of origin problem may be occurred.
It may be lost among all those cookies.
There is an increasing patriotic movement all around in the USA after 9/11.
Communication plan Design planMarketing planThe Survey
SWOT analysis
26.10.2005 Player on the International Market 8
Position Stroopwafels as an “eat with your coffee” cookie. Emphasize on new taste and appropriate packaging. Define clearly that it is not a pancake. Change consumers’ attitudes for “cookie-to-go” concept. Try to integrate the Stroopwafels into their eating habit, do not
change it. Emphasize on a cooperation with Starbucks. Goal: consumer should try Stroopwafels at least once. Target group Anyone
Men or women Person who like the taste of sugar Aged between 4 and 80 Married, divorced or single Has time to enjoy a cup of coffee Or someone who is in a hurry Normal income level
Communication plan Design planMarketing planThe Survey
Marketing objectives and target group
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Communication plan Design planMarketing planThe Survey
Marketing strategy
existing new
existing Market penetration Market development
new Product development Diversification
Ansoff Matrix
Combination of product and market development
Best strategy multinational marketing
For saving costs transnational marketing
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Product: Goal: the perfect product, anytime and anywhere “Snack pack” USP
Price: Penetration-price-policy Start with low prices – faster increase of market share Superior market position on the long run
Place: Intensive distribution vertical orientated Retail Cooperation with Starbucks in L.A. Out of home convenience channel
Communication plan Design planMarketing planThe Survey
Strategy – product, price, distribution
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The identity translated: Aware, open-minded, healthy, fast and happy with the world view.
Different.
Communication plan Design planMarketing planThe Survey
Communication strategy
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Communication plan Design planMarketing planThe Survey
The brand design
Translation of the identity:
Supported by the following communication devices: Cooperation with Starbucks – sampling, integrate in assortment
30 stores in L.A.
TV-commercials around Oprah-time for optimal results
Supermarket sample-stalls, introducing Kanjers-Stroopwafels
At lunch break Kanjers should be found everywhere: gas stations, metro stations, kiosks, cafeteria at campus and big offices or hospitals.
Billboards in the city centre, near highway gas stations etc.
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The clear visual differences, non conventional:
Communication plan Design planMarketing planThe Survey
Kanjers become Studs
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Communication plan Design planMarketing planThe Survey
Kanjers become Studs
The clear visual differences, creating a new logo:
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