Advertising Project Analysis
Everyday believes that the current niche status for organic chocolate candy bars can be broadened to a much larger audience through the introduction of a lower-cost organic product that resembles current mass produced favorites. Perhaps fearing cannibalization of existing product lines, current organic chocolate competitors have introduced high-end "designer" type organic products, but have stayed away from introducing organic products that mirror non-organic ones. Everyday will attempt to break out of this mold, by offering organic products similar to Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's at a price point that is lower than organic competitors. Just like in the market for traditional candy bars success hinges on volume sales which will require significant advertising and sales promotions to drive market awareness and consumption.A. Relevant History of the Product or BrandThe selected product is organic, fair-trade certified chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million (Organic chocolate booming in US) which is a small fraction of the overall ch
The ads will also emphasize that you don't have to pay much more to get this benefit to draw in consumers of non-organic candy bars. ocolate market which is about $13 billion in the United States alone (Dworkin, 2007). However, chocolate has recently been recognized for health benefits. Hershey's and M&M/Mars alone control two-thirds of the $13 billion U. Because gaining shelf space in mass retail outlets is difficult, retailers will be given heavy discounts to initially introduce the product into their stores. Competitive Analysis Everyday products will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's (Beirne, 2006). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising. EvaluationEvaluation of the advertising campaign will be accomplished by monitoring sales figures, tracking coupon usage by source and by surveying customers for brand awareness and how they first learned about Everyday. Promotion will also focus directly on the consumer through advertisements in magazines such as Alive, Health and Shape and at events such as marathons and tennis matches that appeal to the health conscious consumers who are the most likely to buy organic products. 75 and high-end organic candy bars which sell from between $3. chocolate can market and 20 percent of the organic chocolate market.
Common topics in this essay:
Media Recommendations,
Hershey's M&M/Mars,
Product Evaluation,
Summary Everyday,
Category Adoption,
Recommendations Sales,
Advertising Recommendations,
Cups M&M's,
Newman's Own,
Japan Canada,
organic chocolate,
candy bars,
chocolate market,
organic products,
organic food,
organic chocolate market,
butter cups m&m's,
snickers hershey's,
health benefits,
organic candy,
snickers hershey's chocolate,
reese's peanut,
cups m&m's,
peanut butter cups,
non-organic candy bars,
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Acceptance Essays
