e Kanjers Stroopwafels Ahmet Cezayirlioglu 803294 Claudia Bäumler 803285 Kelly van Donk 4210323 Sarah Buitendijk 4233216 Saskia Davidse 4230172

Index Introduction The survey Marketing plan Communication plan Design plan Conclusion

Index

Introduction

The survey

Marketing plan

Communication plan

Design plan

Conclusion

Cookies in general Purchase of cookies Consuming cookies Package of cookies Cookie trends ‘’ Stroopwafels’’ What do you still miss in a cookie, in other words, what would be the perfect cookie for you? Communication plan Design plan Marketing plan The Survey The Survey

Cookies in general

Purchase of cookies

Consuming cookies

Package of cookies

Cookie trends

‘’ Stroopwafels’’

What do you still miss in a cookie, in other words, what would be the perfect cookie for you?

Cookies in general  A need for cookies with ‘’ added value’’ like sprinkles, chocolat glazing etc. Purchase of cookies  Supermarket and cafetaria Consuming cookies  Everyone eats cookies on either daily or weekly basis. Package of cookies  Most popular one: family package or so called ‘’snack pack’’. Cookie trends  Diet is good, but flavour is better. ‘’ Stroopwafels’’  Demand for cookies with brown sugar, caramel and hard cookie. What do you still miss in a cookie, in other words, what would be the perfect cookie for you?  There is so much variety you can always find something. I need a cookie that does not make me fat but still tastes good. Communication plan Design plan Marketing plan The Survey Data interpretation

Cookies in general  A need for cookies with ‘’ added value’’ like sprinkles, chocolat glazing etc.

Purchase of cookies  Supermarket and cafetaria

Consuming cookies  Everyone eats cookies on either daily or weekly basis.

Package of cookies  Most popular one: family package or so called ‘’snack pack’’.

Cookie trends  Diet is good, but flavour is better.

‘’ Stroopwafels’’  Demand for cookies with brown sugar, caramel and hard cookie.

What do you still miss in a cookie, in other words, what would be the perfect cookie for you?  There is so much variety you can always find something. I need a cookie that does not make me fat but still tastes good.

Stroopwafels most popular cookie in the Netherlands. Stroopwafels are not sold in the USA / in California. Coffee-time-behaviour Snack-eating-behaviour Market – trends in the US: Reducing weight Organic food and dietary products Eating on the road Healthier eating Increasing desire for more flavoured food Market – analysis: lots of suppliers (main competitor Nabisco), high pressure and high rivalry, client is very choosy and patriotic Communication plan Design plan Marketing plan The Survey Market analysis

Market – trends in the US:

Reducing weight

Organic food and dietary products

Eating on the road

Healthier eating

Increasing desire for more flavoured food

Market – analysis:

lots of suppliers (main competitor Nabisco), high pressure and high rivalry, client is very choosy and patriotic

Strength Stroopwafels Are a good compliment of coffee. Are a new mixture out of caramel and brown sugar. Have convenient packaging for daily and family life. Have favourable taste for the American market. Weakness American people mostly like big cookies. There may be confusion between pancakes and Stroopwafels. Communication plan Design plan Marketing plan The Survey SWOT analysis

Strength

Stroopwafels

Are a good compliment of coffee.

Are a new mixture out of caramel and brown sugar.

Have convenient packaging for daily and family life.

Have favourable taste for the American market.

Weakness

American people mostly like big cookies.

There may be confusion between pancakes and Stroopwafels.

Opportunities T here is nothing specific to “eat with your coffee”. Cookie industry is based on milky products, not enough new tastes. Eating habits are changing according to fast-life rules. It is suitable to associate with brands like Starbucks. Threats Country of origin problem may be occurred. It may be lost among all those cookies. There is an increasing patriotic movement all around in the USA after 9/11. Communication plan Design plan Marketing plan The Survey SWOT analysis

Opportunities

T here is nothing specific to “eat with your coffee”.

Cookie industry is based on milky products, not enough new tastes.

Eating habits are changing according to fast-life rules.

It is suitable to associate with brands like Starbucks.

Threats

Country of origin problem may be occurred.

It may be lost among all those cookies.

There is an increasing patriotic movement all around in the USA after 9/11.

Position Stroopwafels as an “eat with your coffee” cookie. Emphasize on new taste and appropriate packaging. Define clearly that it is not a pancake. Change consumers’ attitudes for “cookie-to-go” concept. Try to integrate the Stroopwafels into their eating habit, do not change it. Emphasize on a cooperation with Starbucks. Goal: consumer should try Stroopwafels at least once. Target group  Anyone Men or women Person who like the taste of sugar Aged between 4 and 80 Married, divorced or single Has time to enjoy a cup of coffee Or someone who is in a hurry Normal income level Communication plan Design plan Marketing plan The Survey Marketing objectives and target group

Position Stroopwafels as an “eat with your coffee” cookie.

Emphasize on new taste and appropriate packaging.

Define clearly that it is not a pancake.

Change consumers’ attitudes for “cookie-to-go” concept.

Try to integrate the Stroopwafels into their eating habit, do not change it.

Emphasize on a cooperation with Starbucks.

Goal: consumer should try Stroopwafels at least once.

Target group  Anyone

Men or women

Person who like the taste of sugar

Aged between 4 and 80

Married, divorced or single

Has time to enjoy a cup of coffee

Or someone who is in a hurry

Normal income level

Ansoff Matrix Combination of product and market development Best strategy multinational marketing For saving costs  transnational marketing Communication plan Design plan Marketing plan The Survey Marketing strategy Diversification Product development new Market development Market penetration existing new existing

Combination of product and market development

Best strategy multinational marketing

For saving costs  transnational marketing

P roduct: Goal: the perfect product, anytime and anywhere “ Snack pack” USP P rice: Penetration-price-policy Start with low prices – faster increase of market share Superior market position on the long run P lace: Intensive distribution  vertical orientated Retail Cooperation with Starbucks in L.A. Out of home convenience channel Communication plan Design plan Marketing plan The Survey Strategy – product, price, distribution

P roduct:

Goal: the perfect product, anytime and anywhere

“ Snack pack”

USP

P rice:

Penetration-price-policy

Start with low prices – faster increase of market share

Superior market position on the long run

P lace:

Intensive distribution  vertical orientated

Retail

Cooperation with Starbucks in L.A.

Out of home convenience channel

The identity translated: Aware, open-minded, healthy, fast and happy with the world view. Different. Communication plan Design plan Marketing plan The Survey Communication strategy

The identity translated:

Aware, open-minded, healthy, fast and happy with the world view. Different.

Translation of the identity: Supported by the following communication devices: Cooperation with Starbucks – sampling, integrate in assortment  30 stores in L.A. TV-commercials around Oprah-time for optimal results Supermarket sample-stalls, introducing Kanjers-Stroopwafels At lunch break Kanjers should be found everywhere: gas stations, metro stations, kiosks, cafeteria at campus and big offices or hospitals. Billboards in the city centre, near highway gas stations etc. Communication plan Design plan Marketing plan The Survey The brand design

Translation of the identity:

Supported by the following communication devices:

Cooperation with Starbucks – sampling, integrate in assortment

 30 stores in L.A.

TV-commercials around Oprah-time for optimal results

Supermarket sample-stalls, introducing Kanjers-Stroopwafels

At lunch break Kanjers should be found everywhere: gas stations, metro stations, kiosks, cafeteria at campus and big offices or hospitals.

Billboards in the city centre, near highway gas stations etc.

The clear visual differences, non conventional: Communication plan Design plan Marketing plan The Survey Kanjers become Studs

The clear visual differences, creating a new logo: Communication plan Design plan Marketing plan The Survey Kanjers become Studs

e Thanks for your attention.