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Le Whif in the U.S. Market

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2010 Consumer Behavior Project. Team focused on gathering primary and secondary data in regard to a troublesome product or brand, and provide marketing recommendations based on findings.

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Le Whif in the U.S. Market

  1. 1. Le Whif in the US Market<br />MKTG 3040<br />May 6, 2010 <br />
  2. 2. Agenda<br />
  3. 3. Le Whif Background- Secondary Research<br /><ul><li> Invented by Harvard Professor, David Edwards in January, 2010
  4. 4. Released in Paris initially and launched globally last spring in select stores across the world, currently sold online, and soon to be released for US retail
  5. 5. Le Whif has made the front page of newspapers in 19 different countries</li></li></ul><li>Le Whif Background- Secondary Research<br />Le Whif is an inhalable form or chocolate that gives consumers the taste of chocolate with less than one calorie.<br />"Le Whif uses particle engineering to form chocolate in particle sizes that are small enough to become airborne though too large to enter the lungs,” - Professor Edwards<br />Le Whif is packaged in small tubes the size of a lipstick and is usually in packages of 3 tubes. Each tube holds about 3 “whifs”.<br />Available in flavor varieties such as raspberry chocolate, mint chocolate, and a new coffee flavor, which is caffeinated.<br />
  6. 6. Current Situational Analysis<br /><ul><li>Recently released in Boston
  7. 7. Prospective strategy to utilize a “franchise model” on college campuses with students as ambassadors (John Staff)
  8. 8. Plan pushed back to the fall
  9. 9. High novelty purchase</li></ul>Problem:<br />People don’t like the product because they don’t understand what it is an where it fits into their life.<br />
  10. 10. Market Segments<br />The Young Experiencer<br />The Health Conscious Adult<br />Females age 26-55 yrs<br /><ul><li>Consider themselves health conscious
  11. 11. Majority have tried low calorie food snacks
  12. 12. Quality is most important attribute of food
  13. 13. Median Household Income: $76,680
  14. 14. Already have or progressing towards a “fast-track family”</li></ul>Females age 18-25 yrs<br /><ul><li>Consider themselves image conscious
  15. 15. Live a fast-paced lifestyle
  16. 16. Price is the most important attribute when buying food
  17. 17. Disposable income of $200/month
  18. 18. Spend just 59% as much as the average household</li></li></ul><li>Primary Research: In-Depth Interviews<br />
  19. 19. Primary Research: In-Depth Interviews<br />
  20. 20. Primary Research: Survey Design<br /><ul><li>Survey design
  21. 21. 13 questions
  22. 22. Variety of Likert, categorical, ordinal and numerical questions
  23. 23. Launched for two weeks on Qualtrics
  24. 24. Respondents: 235
  25. 25. 173 Young Female Segment
  26. 26. 47 Adult Woman Segment
  27. 27. Statistical Data Analysis</li></li></ul><li>Data Analysis<br />Null: The mean agreement with the statement “Image is important to me” for our young segment is neutral.<br />*Coding: 1= Strongly disagree, 5= Strongly agree<br />Null: The agreement with the statement “I live a fast paced lifestyle” for our young segment is neutral.<br />*Coding: 1= Strongly disagree, 5= Strongly agree<br />Result: Since the p-value 1.01874E-28 is significantly less than the p-value of 0.05, we reject the null hypothesis. The mean agreement with the statement "I live a fast paced life." of respondents within our younger segment is different than the neutral value of 3. In fact it is slightly greater at 3.901734101. Thus, our young segment believes they live a fast paced life. <br />Result: Since the p-value 5.01324E-27is significantly less than the p-value of 0.05, we reject the null hypothesis. The mean agreement with the statement "Image is important to me." is significantly different than neutral. Thus, image is important to our younger segment. <br />
  28. 28. Consumer Behavior Concepts<br />
  29. 29. Marketing Mix: Young Experiencers<br />Price<br />$2.50<br /><ul><li>86.7% ranked price as first or second priority when purchasing food item
  30. 30. 61.5% of people who stated they were interested in Le Whif also said they would be willing to spend $3.00 for it
  31. 31. Increased trial of the product, more people who are interested in the product would be willing to buy it, and those who originally said they would pay $3.00 for it will perceive it as a value</li></ul>“I think I would try it. I would only make the switch if it wasn’t a huge price difference.” Alex Baldwin<br />
  32. 32. Marketing Mix: Young Experiencers<br />Product<br />Coffee Variety<br /><ul><li>All the caffeine of a double shot of espresso
  33. 33. Mean interest in Le Whif chocolate was less than neutral (1 or 2 on a 5 point scale)
  34. 34. 28 of 99 who were not at all and not very much interest in Le Whif were interested in the Le Whif coffee variety, which is in addition to those who are interested in both
  35. 35. Young Experiencers who expressed interest in Le Whif consider image to be important
  36. 36. Motivation
  37. 37. Utility of fast and easy caffeine source and novel coffee experience</li></ul>www.lewhif.com<br />
  38. 38. Marketing Mix: Young Experiencers<br />Place<br />Local and independent cafes, bakeries, and coffee shops; specialty grocers<br /><ul><li>Place the product in locations that this segment views as upscale, but not novelty
  39. 39. Places that have a similar hip vibe as an art museum gift shop or novelty item store, yet are habitually visited by our segment
  40. 40. Examples around Minneapolis:Café Latte, Bread and Chocolate, Turtle Bread, and Zeno
  41. 41. Specialty Grocers such as Trader Joe’s allow for access to the product and wider exposure while still maintaining its image as a premium product.</li></li></ul><li>Marketing Mix: Young Experiencers<br />Promotion<br />Personal Non-Marketer Focus<br /><ul><li>93% of respondents ranked family and friends as the first or second most important source of information about new products.
  42. 42. Generate Buzz
  43. 43. Create positive word of mouth about the product
  44. 44. Trial booths and Sponsorships
  45. 45. Events such as fashion shows, film festivals, gallery openings, etc. on large and small scales.
  46. 46. News sources and other mass non-marketer sources were ranked second for new product information</li></ul>Ex: Fashion Show<br />
  47. 47. Marketing Mix: Health Conscious Adult<br />Price<br />$2.50<br /><ul><li>The second most important attribute for this segment behind quality is price.
  48. 48. Price Le Whif as something affordable, yet high enough to signal quality.
  49. 49. $2.50 was affordable, yet high enough to signal quality to our Health-Conscious Adults, without alienating our Young Experiencers by being priced too high. </li></ul>Maryanne Fortuna, stated that she would spend two to four dollars an upscale chocolate<br />
  50. 50. Marketing Mix: Heath Conscious Adult<br />Product<br />Chocolate flavor; positioned as a low-calorie indulgence<br /><ul><li>100% of the women who stated they were interested in Le Whif indicated that calorie content was an appealing product feature.
  51. 51. 59.57% of our respondents indicated having tried low-calorie diet options
  52. 52. Motivation
  53. 53. You get a good, flavorful desert but you don’t have to worry about the calories</li></li></ul><li>Marketing Mix: Heath Conscious Adult<br />Place<br />Specialty upscale grocers; department store market places<br /><ul><li>Specialty grocers such as Lund’s and Byerly’s or Kowalski’s (for MN)
  54. 54. Quality is most important to this segment when purchasing a food item
  55. 55. 59.57%of our respondents in this segment indicated having tried low-calorie diet options
  56. 56. Position it with other premium health and wellness gourmet food items(Luna Bars, Balance Bars, Fruit Leather, Kashi items, etc.)</li></li></ul><li>Marketing Mix: Heath Conscious Adult<br />Promotion<br />Mass Non-Marketer Focus<br /><ul><li>Health Conscious Adults ranked friends and family as the most important influence when purchasing a new product.
  57. 57. Generate buzz
  58. 58. Emphasize mass non-marker influence through opinion leaders that this segment looks to, such as Oprah.
  59. 59. Feature product in popular media
  60. 60. “O” magazine, and on daytime talk shows such as Regis and Kelly or The View.
  61. 61. Conduct product demos/ trials
  62. 62. Within upscale grocery stores, malls</li></ul>“O” The Oprah Magazine<br />
  63. 63. Questions?<br />

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