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Toaster pastries 8 b

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Transcript

  • 1. Toaster Pastry In Germany
    Group 8 BM-B
    Anshat|Gaurav | Megha |Pavani | Shubham | Vikram
  • 2. Case
    Company’s existing product line: packaged cookies and bakery items
    New product(American): jelly/fruit filled pastry; heated in a toaster
    Considering launch in Germany; with modification
    Informal sampling test showed positive results
    Better liked without icing; packaging was felt to be distracting
    People receptive to having it with breakfast/afternoon coffee
    Acceptable price : max. US $3 per box
    Product targeted towards young adults, not averse on buying packaged food
    Though no technical difficulty in usage; the habits and norms of Germans are different from Americans
  • 3. German Demographics
    1987: 60.87 Million people in West Germany
    1990: German Reunification
    70 Million in Federal Republic of Germany
    Declined Fertility Rate, High World War causalities : Population Disproportion
  • 4. Media Reach
    Atleast One television and Radio in every household
    Cost of reaching 1000 readers : $10.87
  • 5. Hofstede Model
  • 6. Elements of Cross Culture Consumer Behavior
  • 7. Entry in a Foreign Market
    Geographic Area wrt Culture
    Needs
    Affordability of Product
    Values
    Distribution, Legal Structure
    Ways of Communication
    Ethical Implications of Marketing
  • 8. Needs
    The society is individualistic yet does not go against the social norms.
    Fresh and Daily cooked food is preferred over prepackaged food
    The product can fit into
    Morning breakfast
    Evening snack
    A personal care for guest
    Healthy, fresh food
  • 9. Affordability
    Consumers are
    Young professional
    College students
    Families
    No other investment required
    Per capita income of $34000, indicates no constraints on the purchasing power wrt price
  • 10. Ethical Implications of Marketing
    Marketing ethics deals with the moral principles behind the operation and regulation of marketing
    Stringent government laws on Promotion
    Content Monitored by legal counsel
    E.g. Comparative advertisement is illegal
  • 11. Variation in Cultural Values
    Other-
    oriented
    values
    Society’s view
    of relationships
    between people
    Environment-
    oriented
    values
    Society’s view
    of relationships
    with environment
    Consumption
    Purchase
    Communications
    Self-
    oriented
    values
    Objectives/
    approaches
    to life society
    finds desirable
  • 12. Variation in Cultural Values
  • 13.
  • 14.
  • 15.
  • 16. Segments
    Families
    Young professionals-Single households
    Working couple
  • 17. Target Segment
    Young professional-single households, Working couple
    Profitable : 40%
    TG is a class which is time pressed needs faster cooking alternatives, acceptability would be higher
    Youth would be more receptive of new products than older generation
  • 18. Product Planning
    Features
    Creamy icing
    Fruit in the middle
    Indicates
    Innovation
    Health Consciousness
  • 19. Communication
    Planned:
    “A fruity dessert for breakfast and snacks”
    Suggestions:
    Stress on increasing acceptability
    New category Creation should be on focus: warm breakfast
    So alternate positioning:
    A no-fuss, fruity, nutritious, warm snack to start your day
  • 20. Advertising- Promotion
    Communication would right now further toaster pastry as a snacks time dessert, and eventually push it as a warm breakfast alternative
    Marketing material would focus on:
    Nutritional qualities
    Different uses of toasters
    Prepares on the go
    Media: Newspaper, TVC
    In-store sampling
  • 21. Media Resources
    Newspaper,
    TVC
    In-store sampling
  • 22. Dankeschön!