1. Marketing Analysis of:

2. About CnC chocolate
Unique fresh Cashew melted with
Chocolate.
The best experience, taste, and
passion.
Meets consumers’ needs and wants.

3. CnC Chocolate

4. Market Analysis
CnC targets the mass market
Target marketing: Customers of CnC could be
not just kids but also adults, since chocolate is a
confectionery dessert enjoyed by everyone and
especially teens, and sweets’ passionate lovers..

5. Positioning:
CnC is positioned in customers’ minds through
creating a strong, clear, and consistent image
about the product.
Organizing special events under the name of
CnC. “setting up day to launch our CnC product”

6. Sponsoring other events containing CnC
target customers such as; universities proms
and outdoors, TV programs, sports
events….etc.

7. Putting free stands in air ports, super markets,
and using CnC Man as an emotional advertising
to attract kids ,using big boxes of this chocolate
stored near the check out areas to attract impulse
purchasing, and using the concept of eye level
shelves to a great extent so that the consumers
don’t miss it.

8. This will lead to:
Customers’ tribe lets them meet together
in such events.
Buzz marketing, due to positive word of
mouth.
Vigilante marketing, fans filming their
own commercials for CnC.
Viral marketing, where people forward
information on CnC’s website and Facebook
page to friends and make more consumers
aware of the product.(customer generate
product)

9. Triggering social comparison by showing
through ads, prominent people consuming
CnC, which will increase people’s self
esteem and their confidence in the product.
Identity marketing, linking an association
between customers and the brand. Holding
CnC will mean much more than just enjoying
its taste (prestigious product).

10. Marketing Strategy:
Product:
Core product: cashew and chocolate sweets.
Augmented product: Cashew specialty and high
chocolate quality with natural conservative
materials.
Product characteristics: grilled fresh cashew, big
size nuts, elaborated sugar, and healthy product.

11. Place:
Basically the CnC will be distributed all over
Lebanon with direct distributions and through
wholesalers, retail stores, convenient stores and
vending machines.
Then we will expand gradually through Middle
East, in addition, our online selling will be
available for all the sweet lovers.

12. Price:
CnC pack is first sold for $1.99
High penetration price (new product, new
idea, null competition)
This price will give CnC an advantage over its
rivals to gain high profits at its introduction stage.
$1.99 reflects the psychological pricing rule.
(customers will still perceive it as a cheap product
rather than being for 2$.)
Cutoff price (no changing in price, but in weight
and design)

13. Promotion-Mix
Advertising:
Business cards (offices, dentists, and nutritionists)
Hang up posters (universities, malls, and schools)
Billboards (road sides, and railway stations to
catch attention of passing traffic)
Using celebrities:
•They appear on TV promoting CnC
•They attend PR events supporting a
charity(social marketing)
•They are used in video ads this leads to a fast
branding of CnC.

14. Sales promotion:
Building a strong CRM by:
•Collect individual customer information.
•Find out what each customer is worth.
•Treat different customers differently.
Mobiles & internet: CnC can have unique
codes on them and customers have to SMS this
code to know if they have won a free gift.
Free gifts are given on the sale of CnC: buy 2
CnC and get 1 Pepsi can.

15. Joint promotion: using fast food companies to
give away toys and other merchandise relating to
the CnC with purchase of a promotional kids
meal, customers will receive the CnC Man toy, that
will be positioned in kids mind in a meaningful way
not just a chocolate.
Free sampling: Samples of a CnC are offered for
free or preparing small packs of CnC that could be
offered with every meal with KFC.

16. Direct marketing:
Telemarketing: sending exciting SMS. Ex: When
life gives you passion, just ask for CnC. Now
available in all nearby stores and supermarkets.
Other direct marketing:
•Distributing flyers in all malls.
•Facebook group of CnC that will be updated
frequently.
•Create an employee of CnC Company as a fake
customer to promote on twitter and broadcast on
Black Berry phones using BBM service.

17. Public relation:
employ PR that has powerful communication skills,
sociable, and elegant, who will be sent to all
important events attended by a lot people specially
business men who might be interested in investing
in CnC company, and will covered by the media
which can be an extra free promotion and creates
WOM.

18. Personal Selling: It is the most widespread form of
selling. The major factor in the selling of a product
through direct sales is the courtesy and behavior of
the salesperson. Since salespersons represent the
company, they can create lasting impressions and
influence customer behavior regarding the product.
The satisfaction level of customers can be high, as
the product is tangible.

19. Action Plan:

20. Marketing control:
After applying these steps(customer loyalty,
quantity of purchasing products, sales, stock, and
accounting record, customer data base, market
share and penetration…) and after testing our CnC
on the casting team, some students at the MUBS
and random people in various regions in Lebanon,
we received a good and positive feedback on the
taste, shape, and ad
This gives us a great relief that we’re on the right
track, using the right strategies, and shows us our
competitive advantages.