Toaster pastries 8 b


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Toaster pastries 8 b

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