The Choqoa Marketing Case @ C-MD

  • 853 views
Uploaded on

The C-MD students 2010 will work on Choqoa as their marketing case. …

The C-MD students 2010 will work on Choqoa as their marketing case.
Together we will think for 3 months of ways to distribute the Choqoa passion, create shareable stories, experiences and currencies, and eventually think of how you can scale passion. This is the presentation used to kickoff the project, it will be lots of fun!

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
853
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Help to bring you back to the source of chocolate, because we don’t know or understand cacao. (the 16th century drawing depicts cacao pods in the three rather than on the tree)
  • Create awareness and save the amazing varieties in beans, just like wine coffee etc, and start to appreciate the intrinsic richness of taste, flavours and aromas
  • The past: where did it go wrong? It went downhill in the mid 19th century when we dropped the centuries long tradition of drinking chocolate and changed to eating chocolate (blame the Dutch inventor Van Houten for this)
  • The Present: chocolate as a disconnected product If it is brown and it melts we call it chocolate (praline, bonbon, confections, candy, cakes,...) Many occasions & emotions – but we don’t have the criteria to help us judge on quality anymore
  • The Future? there are plenty of other foods for which we do have an idea of varying quality in source material, passion of making, differences in price, etc...
  • The Future? there are plenty of other foods for which we do have an idea of varying quality in source material, passion of making, differences in price, etc...
  • For now I invite you to take a little piece of my passion with you, and I hope to see you soon again! http://www.Choqoa.com http://www.Choqoa.com/shop http://www.Twitter.com/Choqoa http://www.FaceBook.com/Choqoa

Transcript

  • 1.  
  • 2.  
  • 3. PASSION, OBSESSION, MISSION
  • 4. My Passion
  • 5.  
  • 6. My Passion
  • 7.  
  • 8. REDISCOVER CHOCOLATE
  • 9.  
  • 10.  
  • 11. Trinitario Criollo Forastero
  • 12.  
  • 13. What is “Chocolate”?
  • 14.  
  • 15.  
  • 16.  
  • 17. Explore brands & scenes + Online Shop
  • 18.  
  • 19.
    • The Big Idea
  • 20. What I’m Doing With It
    • Discovery Packs
      • Personal experience
      • Create connection
    • Tasting Events
      • Share & Educate
      • Group Experience
      • Sense reactions
      • Create content
  • 21. What I’m Doing With It
    • I don’t have an (owned) product
    • I distribute stories (and bars)
    • I create experiences?
  • 22.  
  • 23.  
  • 24. What I’m Doing With It
  • 25. What I’m Using to Promote It
  • 26. What I’m Doing With It
    • Facebook
      • Personal account & FanPage updates
      • Taggable content
      • Exploring the limits of a network
      • Sharing & re-posting (from blog)
      • Local / sales
  • 27. What I’m Doing With It
    • Twitter
      • Global and open – though niche
      • Professional network
      • Live search & multiple responses
  • 28. Content Distribution Short form Instant & Responsive Install Notoriety Traffic driver Network & people Content Hosting Long form Long term Claim authority Google Juice Content Tagging Events & announcements Semi Instant Install Presence Probing Network & people Int’l audience Food Professionals Continuous Search & Monitoring Lead generation Local Audience Foodies Track network fx (shared friends & RSVP’s) Personal Approach Shopping lead & conversion Network effect New local audience (geek) Customer service People who are less on FB
  • 29.  
  • 30. THE SHARED PLAYGROUND
    • The Big Idea
  • 31. How my passion designs my business
  • 32. How my passion designs my business
  • 33.  
  • 34. How my passion designs my business
  • 35. Pray For ‘Social Currency’
  • 36. How my passion designs my business
  • 37. How my passion designs my business
  • 38. How my passion designs my business
  • 39. How my passion designs my business
  • 40.  
  • 41.  
  • 42. LET’S PLAY
    • The Big Idea
  • 43. “ The market for something to believe in is infinite“
  • 44. The Golden Circle what how why
  • 45. Let‘s play together
    • How to keep customers & returning?
    • Reinvent the personal ‘Sampler’ experience?
    • Ways to describe chocolate bars?
    • Keep premium away from snobism
  • 46. Let‘s play together
    • How to make Choqoa more shareable ?
      • Adapt elements of the story?
      • Create incentives to share?
      • Increase conversations and volume?
      • Mix online & offline
      • Have Cacao Aficionado’s share the story and passion?
  • 47. Let‘s play together
    • What is your passion?
    • How can you scale ‘my’ / the Choqoa passion?
  • 48.
    • www.Choqoa.com
    • Twitter.com/Choqoa
    • FaceBook.com/Choqoa