Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Choqoa Marketing Case @ C-MD


Published on

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!

Published in: Business
  • Be the first to comment

  • Be the first to like this

The Choqoa Marketing Case @ C-MD

  2. 4. My Passion
  3. 6. My Passion
  5. 11. Trinitario Criollo Forastero
  6. 13. What is “Chocolate”?
  7. 17. Explore brands & scenes + Online Shop
  8. 19. <ul><li>The Big Idea </li></ul>
  9. 20. What I’m Doing With It <ul><li>Discovery Packs </li></ul><ul><ul><li>Personal experience </li></ul></ul><ul><ul><li>Create connection </li></ul></ul><ul><li>Tasting Events </li></ul><ul><ul><li>Share & Educate </li></ul></ul><ul><ul><li>Group Experience </li></ul></ul><ul><ul><li>Sense reactions </li></ul></ul><ul><ul><li>Create content </li></ul></ul>
  10. 21. What I’m Doing With It <ul><li>I don’t have an (owned) product </li></ul><ul><li>I distribute stories (and bars) </li></ul><ul><li>I create experiences? </li></ul>
  11. 24. What I’m Doing With It
  12. 25. What I’m Using to Promote It
  13. 26. What I’m Doing With It <ul><li>Facebook </li></ul><ul><ul><li>Personal account & FanPage updates </li></ul></ul><ul><ul><li>Taggable content </li></ul></ul><ul><ul><li>Exploring the limits of a network </li></ul></ul><ul><ul><li>Sharing & re-posting (from blog) </li></ul></ul><ul><ul><li>Local / sales </li></ul></ul>
  14. 27. What I’m Doing With It <ul><li>Twitter </li></ul><ul><ul><li>Global and open – though niche </li></ul></ul><ul><ul><li>Professional network </li></ul></ul><ul><ul><li>Live search & multiple responses </li></ul></ul>
  15. 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
  16. 30. THE SHARED PLAYGROUND <ul><li>The Big Idea </li></ul>
  17. 31. How my passion designs my business
  18. 32. How my passion designs my business
  19. 34. How my passion designs my business
  20. 35. Pray For ‘Social Currency’
  21. 36. How my passion designs my business
  22. 37. How my passion designs my business
  23. 38. How my passion designs my business
  24. 39. How my passion designs my business
  25. 42. LET’S PLAY <ul><li>The Big Idea </li></ul>
  26. 43. “ The market for something to believe in is infinite“
  27. 44. The Golden Circle what how why
  28. 45. Let‘s play together <ul><li>How to keep customers & returning? </li></ul><ul><li>Reinvent the personal ‘Sampler’ experience? </li></ul><ul><li>Ways to describe chocolate bars? </li></ul><ul><li>Keep premium away from snobism </li></ul>
  29. 46. Let‘s play together <ul><li>How to make Choqoa more shareable ? </li></ul><ul><ul><li>Adapt elements of the story? </li></ul></ul><ul><ul><li>Create incentives to share? </li></ul></ul><ul><ul><li>Increase conversations and volume? </li></ul></ul><ul><ul><li>Mix online & offline </li></ul></ul><ul><ul><li>Have Cacao Aficionado’s share the story and passion? </li></ul></ul>
  30. 47. Let‘s play together <ul><li>What is your passion? </li></ul><ul><li>How can you scale ‘my’ / the Choqoa passion? </li></ul>
  31. 48. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>