Chocolate Final Report (2).ppt
- 1. Math 110 Brought to life with Addressable Minds FINAL REPORT – DECEMBER 2011 CHOCOLATE Project Team Alicia Bliss Anastasia Galstian Erika Pena Regina Radusky
- 2. Business Issue How can chocolate manufacturers charm more customers into purchasing their products? Concentrate on consumers purchasing chocolate Our marketing company Heavenly Dreams Marketing was hired by a distressed chocolate clientele in order to reduce dwindling sales amidst heavy competition and help generate a steady upsurge in its chocolate consumers © 2011 2
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- 5. SURVEY OVERVIEW 57 Individuals responded Assess two major aspects of messages – Does it convince a customer to purchase chocolate? – How does it make the customer feel? Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 5
- 6. There are two unique segments Different Buyers – Different Approach Health and Cost Chocolate Lovers! conscious 51% 47% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 6
- 7. Total Panel – Interested in special sales, healthy options, unique ingredients, and overall variety © 2011 7
- 8. Cost and Health Conscious (Seg1) – Interested in buying healthy chocolate at a reasonable price. © 2011 8
- 9. Chocolate Lovers (Seg2) – Chocolate Lovers are interested in variety and price; not interested in healthy options © 2011 9
- 10. Health & Cost Conscious vs. Chocolate Lovers • Like healthier chocolate selections • Prefer sensible pricing • Love variations in chocolate • Enjoy exclusive discounts © 2011 10
- 11. Turn offs… • Health and cost conscious chocolate consumers do not care for quality (Texture, etc.) and do not care for variety, or ingredients. • Chocolate lovers however, do not care for home deliveries, health benefits that come from chocolate, and eco friendly packaging. © 2011 11
- 12. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SURVEY IdeaMap™ Potential Chocolate Buyers ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail identified in the in-depth 10 – 15 minute survey Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it © 2011 12 12
- 13. The Chocolate Segmentation Wizard Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Choco/index.htm © 2011 13
- 14. The chocolate segmentation wizard online example © 2011 14
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- 17. Conclusions • In order to achieve accurate results, distinct messages must be provided to each segment, and messages each segment rates highly should be used in advertising the product. • Based on previous results other clients have seen, by using messing identified by Addressable Minds research, you may see a rise in chocolate sales and chocolate consumption by a solid 10% or greater! Enjoy © 2011 17