Marketing Organic Chocolate Bars the Selected New Thesis

Pages: 3 (870 words)  ·  Style: APA  ·  Bibliography Sources: 5  ·  File: .docx  ·  Level: College Senior  ·  Topic: Business - Advertising

Marketing Organic Chocolate Bars

The selected new product for development is a line of organic chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). 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.

Rather than establishing a high-end brand like other organic candy companies such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars. Therefore, Everyday candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Our company will position the product line as a healthier alternative to popular candy bars, offering the same favorite flavors and providing more affordability and channel ubiquity than current organic substitutes. The overall goal is to increase the number of consumers who embrace organic chocolates and to also increase the frequency of purchases of organic chocolates. With its lower price than high-end organic brands and similarity to popular candy bars, Everyday should command share similar to the larger chocolate market than the present niche market for organic chocolate.

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Everyday's mission is to ensure that all foods, including widely consumed candy bars, are healthy, nutritious, desirable and affordable. As such, Everyday will provide organic candy bars made entirely of natural ingredients that are free of artificial fertilizes and pesticides, and that offer the same types of options as leading non-organic candy bars for only a slightly greater price. Our strategy to achieve Everyday's mission and objectives is to focus on product, price, place and promotion.

TOPIC: Thesis on Marketing Organic Chocolate Bars the Selected New Assignment

Product: Like our organic competitors, all products will be made with natural ingredients. However, unlike the competition, candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006).

Price: To increase affordability, price will be $1.75, a point midway between non-organic candy bars which sell for approximately $.75 and high-end organic candy bars which sell from between $2.50 to $4.00.

Place: Given lower margins, greater distribution will be key to the product's success.

This new product line will embrace the high-end and specialty food stores that organic chocolate companies currently focus on. However, unlike other organic chocolate products, Everyday will also seek out ubiquity in supermarkets, drug stores and mass merchandisers such as… [END OF PREVIEW] . . . READ MORE

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