Chocolate Final Report (2).ppt

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Chocolate Final Report (2).ppt

  1. 1. Math 110 Brought to life with Addressable MindsFINAL REPORT – DECEMBER 2011 CHOCOLATE Project Team Alicia Bliss Anastasia Galstian Erika Pena Regina Radusky
  2. 2. Business Issue How can chocolate manufacturers charm more customers into purchasing their products? Concentrate on consumers purchasing chocolate Our marketing company Heavenly Dreams Marketing was hired by a distressed chocolate clientele in order to reduce dwindling sales amidst heavy competition and help generate a steady upsurge in its chocolate consumers © 2011 2
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  5. 5. SURVEY OVERVIEW 57 Individuals responded Assess two major aspects of messages – Does it convince a customer to purchase chocolate? – How does it make the customer feel? Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ © 2011 5
  6. 6. There are two unique segments Different Buyers – Different ApproachHealth and Cost Chocolate Lovers! conscious 51% 47% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt © 2011 6
  7. 7. Total Panel – Interested in special sales, healthy options, unique ingredients, and overall variety © 2011 7
  8. 8. Cost and Health Conscious (Seg1) – Interested in buying healthy chocolate at a reasonable price. © 2011 8
  9. 9. Chocolate Lovers (Seg2) – Chocolate Lovers are interested in variety and price; not interested in healthy options © 2011 9
  10. 10. Health & Cost Conscious vs. Chocolate Lovers • Like healthier chocolate selections • Prefer sensible pricing• Love variations in chocolate• Enjoy exclusive discounts © 2011 10
  11. 11. Turn offs…• Health and cost conscious chocolate consumers do not care for quality (Texture, etc.) and do not care for variety, or ingredients.• Chocolate lovers however, do not care for home deliveries, health benefits that come from chocolate, and eco friendly packaging. © 2011 11
  12. 12. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET SURVEY IdeaMap™ Potential Chocolate Buyers ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements No more paper mail – we will send you copies of statements by secure e-mail identified in the in-depth 10 – 15 minute survey Securely manage your account by PDA, Internet of automated telephone Our banks customer services reps will help browse & use our on-line services Manage all your banking needs with a state of the art kiosk and be confident that live help is available if you need it © 2011 12 12
  13. 13. The Chocolate Segmentation Wizard Online exampleThe Segmentation Wizard is a short survey with the questionsderived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Choco/index.htm © 2011 13
  14. 14. The chocolate segmentation wizard online example © 2011 14
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  17. 17. Conclusions• In order to achieve accurate results, distinct messages must be provided to each segment, and messages each segment rates highly should be used in advertising the product.• Based on previous results other clients have seen, by using messing identified by Addressable Minds research, you may see a rise in chocolate sales and chocolate consumption by a solid 10% or greater! Enjoy  © 2011 17

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