The document outlines an Integrated Marketing Communications (IMC) plan for Blue Frog Chocolates, a gourmet confectionery owned by Richard and Ann Streiffer in New Orleans. It identifies key opportunities for the business, including better targeting, marketing budget establishment, and community engagement, to enhance their customer relationships and sales. The company aims to cater to diverse customer demographics and capitalize on emerging market trends in chocolate consumption.

1. Integrated Marketing Communications PlanGAC^2 the NOVAClient name:Blue Flog ChocolatesDate:11/16/2009Table of Contents TOC \o \"
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\h \z \u 1Executive Summary PAGEREF _Toc114069187 \h 41.1Introduction PAGEREF _Toc114069188 \h 41.2Purpose PAGEREF _Toc114069189 \h 41.3Market Summary PAGEREF _Toc114069190 \h 41.4Market Opportunity PAGEREF _Toc114069191 \h 41.5Key Components of the IMC program PAGEREF _Toc114069192 \h 41.6High-level Timeline & Key Decisions PAGEREF _Toc114069193 \h 42Situational Analysis PAGEREF _Toc114069194 \h 42.1Company Background PAGEREF _Toc114069195 \h 42.2Market Summary PAGEREF _Toc114069196 \h 52.2.1Target Markets PAGEREF _Toc114069197 \h 52.2.2Market Demographics PAGEREF _Toc114069198 \h 52.2.3Market Needs PAGEREF _Toc114069199 \h 52.2.4Market Trends PAGEREF _Toc114069200 \h 52.3Assessment of Relative Strengths and Weaknesses of Products or Services PAGEREF _Toc114069201 \h 52.4Competitive Analysis PAGEREF _Toc114069202 \h 52.4.1Competitors by Sales Volume PAGEREF _Toc114069203 \h 62.4.2Competitors by Demographic Share PAGEREF _Toc114069204 \h 62.5Review of Previous Promotional Program PAGEREF _Toc114069205 \h 62.5.1Current Promotional Efforts PAGEREF _Toc114069206 \h 62.5.2Success Factors PAGEREF _Toc114069207 \h 62.5.3Critical Issues PAGEREF _Toc114069208 \h 63Integrated Marketing Communications Plan PAGEREF _Toc114069209 \h 63.1Communications Goals and Objectives PAGEREF _Toc114069210 \h 63.2Positioning and Messages PAGEREF _Toc114069211 \h 63.2.1Unique Selling Proposition PAGEREF _Toc114069212 \h 63.2.2Key differentiators PAGEREF _Toc114069213 \h 63.2.3Target Messages PAGEREF _Toc114069214 \h 63.3Communications Program PAGEREF _Toc114069215 \h 73.3.1Advertising PAGEREF _Toc114069216 \h 73.3.2Direct Marketing PAGEREF _Toc114069217 \h 74Budget PAGEREF _Toc114069218 \h 85Control PAGEREF _Toc114069219 \h 85.1Metrics PAGEREF _Toc114069220 \h 85.2Contingency Planning PAGEREF _Toc114069221 \h 96Detailed Execution Plan (Implementation) PAGEREF _Toc114069222 \h 96.1Creative Strategy PAGEREF _Toc114069223 \h 96.2Tactical Timeline PAGEREF _Toc114069224 \h 97Appendices PAGEREF _Toc114069225 \h 9Executive Summary Introduction Blue Frog Chocolates is a gourmet confectionery owned by Richard H. Streiffer and his wife, Ann, a former geriatric nurse. The locally conceived, owned, and family-operated company opened in the summer of 2000 on 5707 Magazine Street, New Orleans. Anne and Richard opened the store with no experience in the candy or confections industry. They just wanted a business for retirement and a place for their grandchildren to visit them. Ann runs the business fulltime, whereas Richard works on weekends and holidays. Before GAC^2 the NOVA became involved, Blue Frog Chocolates had no organized marketing or marketing budget plan.PurposeOur IMC Plan identifies six opportunities for Blue Frog Chocolates to better develop lucrative relationships with their target market. These opportunities include:Better Defining their Target MarketDeveloping a Clearly Defined Marketing BudgetEstablishing a Brand PersonalityChanging the Exterior of the StoreFurther Developing the Blue Frog Chocolates Web PageGetting further socially involved in the New Orleans CommunityMarket SummaryBlue Frog Chocolate offers a large diversity of domestic and international, imported confections in a wall-to-wall selection. Chocolates in all kind of types, tastes and forms could be find in the shop for every season and occasion. “Blue Frog carries a variety of imported candies including French chocolate maker CHOCOMOD's dark truffles rolled in cocoa powder, Mexican spiced cocoa, dulce de lecheby La Salamandra of Argentina, and Bellagio Sipping Chocolate and Nutella spread from Italy. This successful selling concept was acknowledged by gourmet savvy New Orleanians, as the “Best Candy Shop” in Gambit Weekly’s annual “Best Of New Orleans” Survey, and Blue Frog Chocolates won the price for six consecutive years. The shop offers a lot of accessories and souvenirs referring to frogs, the symbol of the company, and other “chocolate” themed items like stuffed animals, cups and mugs, umbrellas with chocolate motives on it, and ceramics.Market OpportunityThere exists a variety of market opportunities for Blue Frog Chocolate. Besides current target groups Wonder Women, Tiptoe Tourists and Corporate Clients, we identify three other target groups, namely, Seasonal Buyers, Party People and Chocoholics. It is suggested the more marketing effort be put to address the need of these group, so that it will increase the potential market share and revenue of the company.Besides, the changing buying behavior of chocolate buyers from merely buying chocolate to buying happiness give blue frog chocolate the chance to deliver needed experience to customers through customization of chocolates. Adding emotional components to the sale would be a possible new trend in the chocolate industry. The company can accomplish it by adding emotional components to the sale, such as allowing the customers to create own chocolates by melting and molding the chocolate themselves in the shop.There is a trend for chocolate companies to combine their business with café or selling chocolate drinks at the store. Chocolate drinkers will also be a potential target market for the company if the Blue Frog Chocolate integrates the café component with their current chocolate business.Key Components of the IMC programThrough focusing on the six key opportunities presented throughout the program, Blue Frog Chocolates will be able to develop better relationships with their customers and see a significant increase in sales.Better Defining their Target MarketDeveloping a Clearly Defined Marketing BudgetEstablishing a Brand PersonalityChanging the Exterior of the StoreFurther Developing the Blue Frog Chocolates Web PageGetting further socially involved in the New Orleans CommunityHigh-level Timeline & Key DecisionsOnce the Blue Frog Chocolate owners have reviewed and approved the GAC^2 the NOVA IMC Plan, the plan will take place over the course of the next year. The tactical timeline schedule can be found in section 6.2, and outlined in Section 4 is a budget which GAC^2 the NOVA believes to be feasible for Blue Frog Chocolates.Situational Analysis Use this section to bring together results from primary and secondary research to identify your target market(s), an analysis of your current environment, data on key competitors.Company Background2.1.1 General InformationImage 1: The Company Logo3315335-2540Blue Frog Chocolates is a gourmet confectionery owned by Richard H. Streiffer, M.D., Chair of Family and Community Medicine at Tulane University School of Medicine and his wife, Ann, a former geriatric nurse. The locally conceived, owned, and family-operated company opened in the summer of 2000 on 5707 Magazine Street, New Orleans. Anne and Richard opened the store with no experience in the candy or confections industry. They just wanted a business for retirement and a place for their grandchildren to visit them. “We had no idea what [Blue Frog Chocolates] was really going to be,\"
she [Anne Streiffer] says. 'We had preconceived notions of it being a little mom-and-pop operation where people would buy a little chocolate and leave and hopefully come back again.\"
Therefore, Ann runs the business fulltime, whereas Richard works on weekends and holidays. He also does the accounting and advertising at home after work.Image 2: Blue frogs331152550800The desire to open their own chocolate shop stemmed from Richard’s childhood spent helping his merchant father. \"
I grew up in my father's store. I was there every Saturday and in the summers. Owning a business was in my blood.\"
Today they offer a large diversity of domestic and international, imported confections in a wall-to-wall selection. Chocolates in all kind of types, tastes and forms could be find in the shop for every season and occasion. “Blue Frog carries a variety of imported candies including French chocolate maker CHOCOMOD's dark truffles rolled in cocoa powder, Mexican spiced cocoa, dulce de leche by La Salamandra of Argentina, and Bellagio Sipping Chocolate and Nutella spread from Italy. The store also has upcoming additions to its expanding repertoire of quirky candies, New Orleans icons, and seasonal selections: peanut butter-and-jelly bonbons from the Norman Love line, Christmas-themed Italian candy flowers and chocolate Mardi Gras king cakes.” This successful selling concept was acknowledged by gourmet savvy New Orleanians, as the “Best Candy Shop” in Gambit Weekly’s annual “Best Of New Orleans” Survey, and Blue Frog Chocolates won the price for six consecutive years.Absolute eye-catchers in the product line are the vividly colored chocolate flowers imported from Italy. The flowers are made by D'Alessandro of Sulmona, Italy and they are almost too fancy and unusual to eat. Each petal is made from chocolate, almond or licorice, and is covered in a candy coating. Customers can get an impressive bouquet made of chocolate. These Italian candy flower arrangements even stay fresh and beautiful for up to one year.32804102475865Image 3: Italian candy flowers-62230-777875In addition to its regular retail business, the Streiffers fulfill a number of custom orders. Wedding, shower, and party favors with chocolate wrapped in labels bearing customers' photos are common orders. Customers can also customize chocolate with their own design and wording, company logo, school graphic, or krewe insignia. Also, novelty chocolates, milkies chocolate candies and overflowing gift baskets are offered. Ann says: “The volume is much different than we anticipated; there are more corporate orders, more production. We have a lot of repeat customers, and we have the Web site business, which has blossomed.”Besides chocolate, customers can also buy candy and various other sweets, domestic or international. Furthermore, the shop offers a lot of accessories and souvenirs referring to frogs, the symbol of the company, and other “chocolate” themed items like stuffed animals, cups and mugs, umbrellas with chocolate motives on it, ceramics etc..Image 4: Chocolate and souvenirs2.1.2 The Name “Blue Frog Chocolates”Image SEQ Image \* ARABIC 5: Blue Frog, Source: http://blue frog chocolates. com/legend.html The company’s name arises from the Aztec legend of the blue frog: Chocolate, the “food of the gods,” “was hidden from human beings inside cocoa pod beans by the sun god, named Nanahuatzin. Mankind owes our knowledge of the divine dish [chocolate] to Xocolati, the god of delight. Xocolati 4423410-66040appeared to humans as a blue frog and sang his distinctively delightful song from the [banks of] bitter waters of the great pond, giving pleasure to the hot tropical nights. It was Xocolati, legend says, that led humans to open the strange cocoa pods which grew along the banks of the great pond. He then taught them how to extract the secrets of the “food of the gods” from the beans inside, much to the dismay of Nanahuatzin. Eventually, humans learned to create a delightful liquid treat from the cocoa bean and whip it into a frothy drink. Surely, this wondrous drink, now being enjoyed by humans, was intended for gods! The beans themselves became a symbol of prestige and wealth to the people, and were even used as money. To honor the blue frog for revealing this godly secret to humankind, the special substance became known as Xocolati - - chocolate!Yet, even today, humankind must beware that the wrath of Nanahuatzin persists. For when chocolate is left in the sun god’s view for longer than a few moments, he reminds us of his anger with Xocolati and melts his revenge on the blue frog’s namesake!” Blue Frog Chocolates2.1.3 The location on Magazine StreetImage SEQ Image \* ARABIC 6: Blue Frog Chocolate (exterior view), Source: http://bluefrogchocolates.com/about.html613410238760Blue Frog Chocolates is situated in uptown New Orleans on Magazine Street in a quaint nearly-100 year old cottage. The company is a member of the MSMA (Magazine Street Merchants Association). The motto is: “Shop, Wine, Dine and Relax… in the heart of New Orleans” and it is an association of so called “Mom and Pop” shops that make up the shopping district. The street is known for a wide variety of businesses, shops, bars and restaurants. “Our primary focus is to provide a clean, safe and fun place to live, work, dine or shop throughout the six mile corridor that courses through some of New Orleans’ most loved neighborhoods.”Market SummaryTarget MarketsBlue Frog Chocolate currently has three types of customers that we have named “Wonder Women”, “Tiptoe Tourists” and “Corporate Clients”. Target GroupAttributes Purchase rationalesWonder Women-Wealthy women-Over 28 years old-Professionals or housewives -Special events like birthdays, parties, holydays-Buy for their families -Indulge themselves Tiptoe Tourists-Outsiders-Have little time in New Orleans-Vacations -Happened to walk by the shop-Spontaneous buying Corporate Clients-Banks-Football teams-Businesses -Special corporate events-Meetings-Corporate gifts Wonder women are higher than average to high income women who enjoy buying chocolate to indulge themselves and reward themselves with something sweet after a very difficult week. They are normally over 28 years old and they are either pursuing a career or are already professionals. Some of them are housewives and have children. They buy chocolate for their families and kids. This group prepares and organizes special events like parties for their children, friends and family birthdays, and holyday celebrations like Christmas, Easter, Halloween, or Thanksgiving. Tiptoe Tourists are people who are in New Orleans only for a few days. They normally come into the store by chance as they happened to pass by. Their buying patterns are spontaneous, but Blue Frog Chocolate offers a good souvenir option where they can buy gifts for their families and friends. This group is not very price sensitive as during vacations (or when visiting a new city), people tend to spend more on goods that they normally would not invest much money in (like food, entertainment, and gifts). Corporate Clients include banks, football teams and small local businesses that want to customize pieces of chocolate with their logos or specific figurines. These clients represent a large sales volume for Blue Frog Chocolate as they make bulk orders every time they have corporate events, special meetings or need to give corporate gifts to clients or other companies. Market DemographicsTarget GroupWonder Women Tiptoe TouristsCorporate ClientsDisposable incomeThis group has the highest personal disposable income as they are professional working women. Tourists normally are willing to spend extra money in special souvenirs like local chocolate or the candy flowersThey spend considerable amount of money on a single order. However, these orders do not come in a constant way.AgeThis group compounds 28 year old women or older. Tourist groups go form family vacations to businessmen to friends traveling. As such, this group will be characterized by very disperse age groups. However, people interested in buying the product are from 25 to 50 years old. N/AUsage of productEmotional: This group buys chocolate with the intention of building emotional bonds. They buy chocolate to give their family and friends as presents. They also buy chocolate for themselves as a reward for the working week.Focus should be on the emotional part of chocolate:-Bringing back of childhood memories and feelings-Giving out love-Celebrating in family-Emotional cards can be added to the chocolate-Special chocolate can be made depending on the occasion: birthday chocolate, friendship chocolate, I love you chocolate, brake-up chocolate for those coming out of a relationshipMemento Builder: Tourists buy chocolate because they want to remember the time they spent in New Orleans and they want to show people back home that they missed them. Focus should be in the things that are characteristic of New Orleans like food, drinking, jazz, music, and parties. Blue Frog Chocolate could then sale chocolate with these motives and promote them as souvenirs. Image Builder: Banks and businesses purchase chocolates wanting to build their own brand and company image. Businesses can personalize their chocolates and set up specific dates when they are going to need the chocolates. Media habitsThis group tends to be exposed to the following media:-News papers-TV-Radio-Magazines-Local events like charities, auctions, partiesTourists normally find information about the cities they visit on:-TV-Internet-Hotel recommendations-Word of mouth of friends or relativesCorporations focus on the following media:-TV-Radio-Local events-Business events like career fairs, networking events or conventions Brand LoyaltyThese customers visit the store only sporadically as they see the product as something that is bought on special occasions. Will not show brand loyalty as they are in town for only a couple of days and they cannot shop for chocolate on line given Blue Frog is against this politicDisplay high loyalty as they have their own logos set on personalized molds Market NeedsBlue Frog Chocolate has a very wide customer base and as such, the company has to focus on satisfying very diverse needs. Wonder Women look for an emotional experience when they buy chocolate, Tiptoe Tourists look for mementos, and Corporate Clients search brand building. Although these three groups look for different specific objectives, they are all looking for an experience. Blue Frog Chocolate customers don’t buy chocolate just because they want to buy the product, they do it with special motives in mind. Other chocolate stores like Godiva fail to submit this experience as they offer mass products for the general public. Blue Frog Chocolate has the opportunity to deliver this needed experience to their clients through customization of chocolates, adding an emotional component to the sale, melting and molding the chocolate right in the store and letting customers participate in the creation of their own chocolate. The following chart depicts some of the market needs and explains whether Blue Frog is meeting the requirements. Market NeedCurrent Blue FrogInitial RecommendationPriceAffordable but people are willing to pay a few more dollars for home made chocolate that is tailored to their more specific needsPRICE RANGE depending on product-Blue Frog could have a chocolate bar and charge by weightQualityHigh quality that makes it worth it to spend more money--Candy Flowers are imported from Italy-Have chocolate made from different parts of the worldProduct-Personalized in form, taste and ingredients used-Original-Unique-Blue Frog offers several package sizes and types of chocolates-The store sells a wide variety of flavors and shapes-corporate customers have personalized molds-Blue Frog could offer customers the chance to make their own chocolate in the store-Customers could also have the chance to create their own chocolate recipe and add as many ingredients as they want into their own chocolate mix-Customers should also have the chance to decide the shape and size of their chocolates and the way they want to pack them-Blue Frog could offer every day customers (like Wonder Women) the opportunity to order personalized molds like Corporate Clients do. These molds could add special words or phrases to the chocolates, or have names inscribed in them.ExperienceEmotionalMementosBrand Image Market TrendsChocolate is not a daily consumption product and as such, Blue Frog should look for market opportunities to improve their positioning and market share. Sales from this type of product have a tendency to fluctuate according to trends. Some of the most influencing trends right now are scheduled in the following table. Basic ConceptHow to use the conceptGreen-All natural products-Fare trade products-Supporters of the planet-Sell some special “green” chocolate-Create “the green corner” where people can make their own “green” chocolate Health and light -Low caloric-Low fat-No sugar-Suited for diabetics-Customers should have a healthy chocolate option-“Chocolate can now be your Sinless Pleasure” -Advertise as a healthy sweet option for people with health problems -Weight watchers Relationship Marketing-Build a relationship with the customers-Customers should feel special and important for the company-Both the company and the clients should benefit from the relationship-Trust and honesty are essential -Customize molds-Clients should be able to create their own chocolate recipes on line and order them to the store. These recipes could offer chocolate options (dark, milk, white), fillings (cream, syrup, nuts, fruits), and presentation (molds, size and package). Cause Marketing-Business joins a social cause-Both parties must benefit-Long term relationship-Blue Frog could start a long term relationship with a special cause like: Feeding children, Raising funds to fight cancer, raise awareness about AIDS and HIVCause marketing is a market trend that would really benefit Blue Frog. The company normally gets engaged in charity but does so as a short-term activity. If Blue frog focused their interest in a single cause, not only would they constantly see the benefits they experience when they participate in charity events, but they would also gain social recognition for their action. Focusing on one cause would add credibility to Blue Frog’s support and would probably contribute to greater recognition and higher sales. Cause marketing generates first order privileges (improvements in sales and cash flow) and second order privileges (that benefit both the for-profit and the non-profit organization to expand their image and create greater value). 1st Order Benefits2nd Order Benefits Blue Frog Chocolate -Generates word of mouth which would lead to increase of sales-Increase sales due to increased exposure-The company would be recognized as an active part of the community-People will feel Blue Frog as part of the NO family-Cultural heritage is protected X Cause Picked-They will receive money from the Blue Frog Chocolate sales-Donations could be made in product form (chocolates, candies, stuffed animals) -The support of Blue frog would help generate further interest in the cause and this will motivate people to make their own donations and participate in the cause’s activities. Assessment of Relative Strengths and Weaknesses of Products or ServicesStrengths14039851471930Blue Frog Chocolate sells very unique products that feature New Orleans. There’s nowhere like Blue Frog Chocolate in New Orleans that sells chocolates representing the local culture and feature. It’s the best place for tourist to buy souvenirs. You can find a large variety and different favors of chocolate bars, gift packs, cocoa powder and quirky candies in the shop. You can even find cups, umbrellas, T-shirt, and other accessories related to chocolate. It’s definitely a paradise for super fans’ of chocolate. Many of the molded chocolates are in New Orleans style, such as those in the shapes of an alligator, the logo of New Orleans, crawfish, Mardi Gras specials, etc. They also sell chocolate neckties and even chocolate handcuff for people preparing presents. Also, imported Italian Chocolate flowers are exclusively available at Blue Frog Chocolate. There are no any other shop selling these flowers, and it is one of the best selling items in the shop. Due to these unique products and characteristics, Blue Frog Chocolates have very few direct competitors in the market.The store’s Magazine Street location is quite advantageous, according to Ann. The street is famous in New Orleans for its high-end stores and high-income neighborhoods. As such, they’ve got their target customers, such as rich people and women passing by every day.WeaknessesBlue Frog Chocolates does not have a well-planned integrated marketing program. They do have promotion efforts, but only on a small scale. They posted printed ads in local magazines and newspapers. Though their products are very unique, not many people know about them. Blue Frog Chocolates will attract more customers if they achieve a better communication strategy with their customers.Another weakness concerns the operation of the chocolate business. The product itself is very sensitive to temperature. With its hot and humid weather, New Orleans is considered to be a poor place to operate chocolate business. The business becomes difficult to operate when summer comes. The warm weather condition also dampens the online sales. Due to the high temperatures in the summer, it is necessary to ship with 2 day express. It definitely adds costs to the operation and makes online selling not profitable and unappealing. Worse still, in order to deal with the problem all the windows in the shop are covered with curtains to prevent the sunshine from melting the chocolate. These curtains also block the view of the potential customers from seeing the beautiful chocolate products inside the shop. People may walk past the shop without noticing that there is a chocolate company there. Also, the store does not have a parking area outside the shop. This lack of parking is also a possible obstacle that lowers the number of potential customers who shop at Blue Frog Chocolates.The store does have repeating customers, but not as many as they expected. Perhaps this is because the store does not have any membership schemes or sales promotions. Maybe there are similar chocolate companies, starting their business recently, who do have such schemes and promotions, and steals Blue Frog Chocolates’ potential business.OpportunitiesAccording to Ann, they are thinking of turning half of their shop into a Café, serving different flavors of hot and iced chocolate. The other half of the shop will be selling chocolate, just like the way they are operating now. It is a recent trend for chocolate shops to sell drinks. A good example of a store following this trend is Godiva. They sell high-end chocolate and take-away iced chocolate. They have changed the customer’s perception by showing that chocolate shops do not only sells chocolate bars and gift pack, but also drinks. It has been a great success. So, it would be good idea to the set up a café in Blue Frog and let people drink and buy chocolate at same time.We also come up with an idea that the shop can invite schools to visit Blue Frog and show them how chocolate is made. It will help to increase the brand awareness and develop a better public relationship with the local residents.There is also potential demand from local corporations. The last two corporate sales made by Blue Frog turned out to be very successful. Corporations like to made chocolate logos for souvenirs for their employees. Blue Frog could take the initiative to reach the potential corporate customers in the market through effective marketing communication. ThreatsThere are increasing indirect competitors in Magazine Street, such as the ‘Zucarit’.Ann mentioned that there were very few chocolate shops operating in 2000 when they started their business. Yet, there are increasing number and variety of chocolate shops coming up. Though operating chocolate business is not an easy job in New Orleans, many chocolate companies manage to cope with the problem with improving techniques. Paying little attention in research and development has put Blue Frog Chocolate at a disadvantage.Competitive AnalysisCompetitors by Sales VolumeBlue Frog Chocolate is located at Magazine St, New Orleans. This chocolate store offers a large diversity of domestic and international chocolate goodies. In a matter of marketing, it is important to possess comprehensive knowledge about both a business’ direct and indirect competitors, and to set strong marketing and promotional positions. A business competitor’s relative size to a company can have a huge influence on business decisions.In New Orleans it is very difficult have a chocolate store due to the hot and humid weather. As we know the direct competitors are all businesses that sell a product equal or nearly equal to Blue Frog Chocolates, and they operate in the same market and attract similar customers. Blue Frog’s indirect competitors are all involved in a portion of their market, and seek to meet their customers’ needs differently with substitute products.Blue Frog Chocolate can have some troubles with their competitors because of their different weakness, and they can take vantage in their strengths, in issues such as store parking, the weather, promotion efforts, relationships with customers, the types of customer and the experience that they bring, etc.We acknowledge that Blue Frog Chocolates’ direct competitors are the local chocolate stores, because they sell the same product: chocolate. Blue Frog Chocolates does not have a lot of competitors, because of the hot and humid weather in southern Louisiana. The chocolate stores located in New Orleans have different target markets, because they are in French Quarter and they sell their wares downtown. Blue frog Chocolate is the only chocolate shop uptown, and at the same time they are the only store that specializes in many kinds of chocolate, and they also have unique decorations and promotions in the store. Also, there are many stores who sell small amounts of chocolate and some chocolate bars, but they do not possess the voluminous resources that Blue Frog Chocolates sell.Competitors by Demographic ShareThe Direct Competitors are:1- CHOCOLATES:Blue Frog Chocolates (Own store)

2. 5707 Magazine Street, New Orleans, LA‎ -(504) 269-5707‎

3. Cuccia Chocolates

4. 848 Decatur St, New Orleans, LA‎ -(504) 522-7111‎

5. Rocky Mountain Chocolate

6. 1 Poydras St, New Orleans, LA‎ -(504) 679-7005‎

7. Wilbur Chocolate Co

8. 2909 Division St, Metairie, LA‎ - (504) 454-0124‎

9. Rocky Mountain Chocolate

10. 4436 Veterans Memorial Blvd, Metairie, LA‎ -(504) 888-7787‎

11. -117475713740Great American Chocolate Chip Cookie Co The

12. 1401 W Esplanade Ave # 1206, Kenner, LA‎ -(504) 466-2447‎First, we can see on the map that the geographic distribution of Blue Frog Chocolates’ competitors varies widely across New Orleans. Blue Frog Chocolates is the only chocolate store uptown. The others are in the French Quarter or in different areas of New Orleans. Blue Frog Chocolate is in one of the two high income areas of the city, and there are not any other chocolate shops in other similar areas. For this reason uptown is a very good location. Researching the others stores can help us differentiate between the target market demographics that we have outlined (Wonder Women”, “Tiptoe Tourists” and “Corporate Clients” “Man looking for fast solution). These other stores differ from Blue Frog Chocolates because they are in the French quarter and their target markets are mainly tourists, but not the wonder woman, or people with a highest personal disposable income. Also the competitors of Blue Frog Chocolate don’t have the same distribution channels, because some stores only sale online or in other ways. Finally, the prices and quality of the different chocolates also are different. The indirect competitors are the stores that bring a similar product or substitute product to Blue Frog Chocolates. These products satisfy hunger, provide quick gifts, give a good taste in general, provide exclusivity, and provide novelty. These indirect competitors are involved in a side in our market and seek to meet our customer’s need in a different way. Blue Frog Chocolates’ indirect competitors include Candy´s Stores, Florists, and Toy stores (Where you can find a teddy). They sell to the same target market as us, but with a different product.1- Candies:Southern Candymakers

13. 334 Decatur St, New Orleans, LA‎ -(504) 523-5544‎

14. Sucre

15. Sucre, 3025 Magazine Street, New Orleans, LA‎ - (504) 520-8311‎

16. Lucky You! Candy Company

17. 4505 Magazine St., New Orleans, LA‎ -(504) 301-9043‎

18. Praline Connection

19. 542 Frenchmen St, New Orleans, LA‎ -(504) 943-3934‎

20. Laura's Candies & Creole Prlns

21. 331 Chartres St, New Orleans, LA‎ -(504) 525-3880‎

22. Blue Frog Chocolates

23. 5707 Magazine Street, New Orleans, LA‎ -(504) 269-5707‎

24. Evans Creole Candy Co

25. 848 Decatur St, New Orleans, LA‎ -(504) 522-7111‎

26. Roman Chewing Candy Co

27. 5510 Constance St, New Orleans, LA‎ -(504) 897-3937‎

28. Aunt Sally's Praline Shops

29. 1 810 Decatur Street, New Orleans, LA‎ -(504) 524-3373‎

30. Leah's Pralines

31. -222250477520714 St. Louis St., New Orleans, LA‎ -(504) 523-5662‎We can see on this map that the Candy Stores are very near to the Blue Frog chocolate, and this could be a problem because customers might be tempted to shop elsewhere. 2- FlowersAudubon Flowers Inc

32. 6101 Magazine St, New Orleans, LA‎ -(504) 891-0208‎

33. Irmalila Flower Shop

34. 2307 Whitney Ave, Gretna, LA‎ - (504) 304-6148‎

35. Le Grand the Florist

36. 537 Huey P Long Ave, Gretna, LA‎ -(504) 362-5757‎

37. Harkins the Florist Inc

38. 1601 Magazine St, New Orleans, LA‎ -(504) 529-1638‎

39. Big Easy Flowers

40. 750 Carondelet St, New Orleans, LA‎ -(504) 524-9989‎

41. Le Grand the Florist

42. New Orleans, LA‎ - (504) 525-2811‎

43. Westbank Florist LLC

44. 4901 10th St, Marrero, LA‎ - (504) 341-4305‎

45. Urban Earth Design Studios

46. 914 Terpsichore St, New Orleans, LA‎ -(504) 524-0100‎

47. Barbara's Florist

48. 2 Canal St # 222, New Orleans, LA‎ -(504) 523-5500‎

49. Dunn & Sonnier Antiques