This document provides a strategic marketing plan for a new organic and fair trade dark chocolate candy bar called QANTUTA. The plan includes details on the target market demographics such as age (30-40), gender (50% women), income ($50k-$75k), and lifestyle (healthy, active, indulgent). It also outlines the product description and pricing, competition, distribution strategy, promotional tactics, and trade promotions. The goal is to launch the product in Midwest cities starting with Madison, WI and build awareness of its unique ingredients and benefits through magazine, newspaper, and radio advertising coupled with consumer incentives.

1. Front Label
2 oz. (56 g)
Ingredients: Cacao beans, dried goji berries, dried acai, almonds, bee pollen, pure cane sugar, cocoa butter,
ground peruvian vanilla bean and soy lecithin.
74%
cacao
QANTUTA
Organic Fair Trade Dark Chocolate
with floral elements of goji, acai, & almonds
“Soulenlighteningchocolate
withbodynourishingelements.”

2. Back Label
Scanhere
tolearn
moreabout
our
products.
“thegreatcreatorofallthingschocolate”
QANTUTA
“Takeamagicalexoticjourneyofpurenaturalpleasure”
ORGANICETHICAL
FAIRTRADE
Webuyourcacaofrom
smallfamily-owned
properties,helping
sustainthehabitatsand
communitiesinwhich
theyexist.Ensuringa
livingwageisearned.
Ourmissionisto
promotethehealthof
ourplantthroughorganic
growingpractices.Our
companyalsogivesback
toourlocalcommunities
&createartisanfood
productionjobsright
hereintheUnited
States.
Contactusbyemail
viracochacacao@gmail.com
andonourFacebookpage.

3. Strategic Marketing Plan – QANTUTA
Prepared by – Wendy Bauer

4. Mission Statement:
We craft chocolates from the rarest Nacional
cacao beans. That ensures the mellow richness
of our products. While promoting health
benefits from our finest high quality natural
ingredients.

5. This organizations name was conceptualized after doing a little research of where the
finest cacao is grown. The white cacao bean is the rarest, most expensive, mellow-tasting,
and low acidic level (least bitter) chocolate. These rare trees are found in a small area
hidden in a mountain valley in Peru. The trees are rare because their DNA is of the most
pure Nacional. One of the three main genetic categories of cacao and the most ancient.
The chocolate from these rare beans are also known for it's intense floral aroma and
mellow richness.
After finding these rich rare white cacao beans we used a unique ancient name that is from
that region to tie in the chocolates uniqueness. We found "Viracocha“, the great creator
God in the pre-Inca, to tie it in to the ancient cacao. Viracocha was told of during the time
when the first accounts of cacao beverages have begun. Like the great Viracocha, our
company will be the great creator of all things chocolate and is a perfect title for the
organization.

6. Is inspired by the region of Peru where the rare white cacao bean is grown. Qantuta is
the national flower of Peru that signifies unity and is the sacred flower of the Incas.
This flower is known as the “Inca Magic Flower” and was believed to be created by the
goddess “Pachamama” (translated as Mother Earth). The flower is known for its mild,
smooth and fruity seductive fragrance. Just like this rich, all natural candy bar. Its silky
truffle filling is brimming with all natural beneficial fruits and nuts. Then we cloaked it
with the smoothest, rich, and seductive chocolate in the world. This bar will unite all of
your senses on a magical exotic journey of pure natural pleasure.
QANTUTA
Organic Fair Trade Dark Chocolate
with floral elements of goji, acai, & almonds
“Soul enlightening chocolate with body nourishing elements.”
“Take a magical exotic journey of pure natural pleasure”

7. We have broke down our Primary Target Market
into in depth demographics.
In the following graphs and descriptive information will give
you a better idea of what our
Primary Target Market Demographics are.

8. 0%
20%
40%
60%
80%
100%
Women Men
Age 10 - 19
Age 61 - 90
Age 41 - 60
Age 20 - 29
Age 30 - 40
Primary Target by AGE

9. 10
20
30
40
50
60
70
80
90
100
Women Men
% purchased
based on
gender
Primary Target by GENDER

10. 55%
22%
10%
8%
5%
Generational Information
Gen Y
Gen X
Gen Z
Baby Boomer
Silent
Generation
Primary Target by GENERATION

11. 17%
28%
40%
11%
4%
Income
$100k+
$75k - $100k
$50k - $75k
$25k - $50k
$25k or less
Primary Target by INCOME LEVEL

12. 38%
36%
20%
6%
Education
College Grad
or higher
Associate/Bach
elor's Degree
Some College
High School
Degree or less
Primary Target by EDUCATION LEVEL

13. 50%
41%
9%
Community Division
Urban
Suburban
Rural
Primary Target by GEOGRAPHIC LOCATION
Geographic Location for product rollout:
Midwest, specific areas such as Madison WI,
Minneapolis MN, Chicago IL, Milwaukee WI, &
Green Bay WI.

14. Primary Target by LIFESTYLE
LIFESTYLE
HEALTY ACTIVE
INDULGENT
SELF
IMPROVEMENT

15. Product Description and Price
• Unique New Candy Bar Brand Name: Qantuta
• Main Ingredients: Cacao beans, dried goji berries, dried acai, almonds, bee pollen,
cane sugar, cocoa butter, ground peruvian vanilla bean, & soy lecithin
• Ounces: 2 oz. bar
• Consumer Retail Price Per Bar: $2.89

16. STRENGTHS:
• High Quality
• Organic
• Artisan Hand-Crafted
WEAKNESSES:
• Price
• Limited Locations
• Lack of Product
Awareness
OPPORTUNITIES:
• Partnerships
• Consumer
Engagement
• Personal Contacts
TREATS:
• Competing Products
• Availability In-Store
• Increase in
Ingredient Price
and/or Quality
SWOT ANALYSIS

17. Competitive Candy Bars
Competitor #1
•Theo (Organic Fair Trade)(Cherry and Almond Dark Chocolate 70% cacao)
•Cocoa beans, sugar, dried cherries, almonds, cocoa butter, ground vanilla
bean, & rice flour
•$3.89 for a 3 oz. bar
•How your bar is different from this competitor: Theo does not have dried goji
berries in their bar. Instead they have dried cherries. They slow roast the
beans to give them a deeper flavor. They also slow roast their almonds.
•Retailers where sold: Downtown grocery Wausau WI, Red Clover Market,
Weston WI, other local organic based retailers, grocery stores & their online
store.

18. Competitive Candy Bars
Competitor #2
•Dagoba (Organic Chocolate beaucoup berries)(Rich dark chocolate 74%
cacao, cranberries, cherries & vanilla)
•Organic dark chocolate (cacao beans, cane sugar, cacao butter, non-GMO soy
lecithin), cranberries, cherries, natural vanilla flavor, & milk
•$3.45 for a 2 oz. bar
•How your bar is different from this competitor: Dagoba does not have dried
goji, acai berries or almonds in their bar. They instead use cranberries and
cherries.
•Retailers where sold: Downtown grocery Wausau WI, Red Clover Market,
Weston WI, other local organic based retailers, grocery stores & their online
store.

19. Place and Distribution
Specific places where my target market shops and where I will sell my bar:
Retail Outlet #1:
Local organic markets and stores like Downtown Grocery and Red Clover
Market.
Retail Outlet #2:
Then hopefully in some larger organic retailers such as Whole Food Market,
Super Target, Kroger, Costco, and Wal-Mart.

20. Promotion
A. Slogan/Tag Line that identifies a main benefit of your candy bar:
"Soul enlightening chocolate with body nourishing elements"
B. Media used that your target market uses:
Magazine Names:
OK, US weekly, O, Cosmopolitan, Self, Shape & Elle
Newspaper Names:
Wausau Daily Herald, City Pages, WSJ, USA Today, New York Times, Los Angeles Times,
Washington Post, & Chicago Tribune.
Names of TV Shows:
Dr. OZ Show, The Chew, The Bachelor, The Talk, The Good Wife, The Amazing Race, &
The Biggest Loser.
Types of Radio Stations:
Contemporary Stations like WIXX 101.1 FM, WZEE 104.1 FM, WRNW 97.3 FM, WIFC 95.5
FM

21. C. Consumer Promotions:
Type of coupons: In the beginning our company will be offering Buy One Get One Free (BOGO)
coupons. With the hope that they will share one with another potential future customer. To get some
Word Of Mouth (WOM) advertising going. Ad slogan printed on the coupon to share with a friend. After
the initial advertising campaign, the next wave of promotion will be discount coupons in the form of a
set amount or percentage off. Both of these campaigns will be in the form of print via (Magazines,
Newspaper, & Mailers), online via(Website, Social media, and SMS Text coupons)
Sweepstakes: If you log in to our Facebook page and “LIKE” us. You will get a chance to win an all
exclusive 6 day 7 night trip to Peru. Touring the land of the Inca’s with the “Amazon Trails Peru”
http://www.amazontrailsperu.net/
Contests: $10,000 prize for the best new product idea and name for our next new candy bar. Submit
your ideas on the “Contest” section of our Facebook page or via email at viracochacacao@gmail.com.
Sales: There will be limited amount of in store sales. Periodically our $2.89 price will be lowered to
$2.50 but for a limited time.
Displays: End cap displays near the checkouts. So that it is in a high traffic area. To pursued an
impulse purchase.
Others: Prior to the product introduction there will be promotional products giveaways via sign-up on
Facebook with the promise that you will take a picture of you in it or with it and post it on your page
with a link to our page. In hopes of WOM advertising.
Promotion cont..

22. Promotion cont..
D. Trade Promotions to retailers:
Allowances: Based on volume. 5 to 15 cases 5% discount, 15 to 25 cases 10% discount, 25
cases or more a 15% discount.
Display money: I would provide free to the retailers (POP) Point-Of-Purchase displays to
place in high volume areas. I would also offer a percentage discount off the product for the
end cap display for a set amount of time. With also some (PM) Push Money or Spiffs for the
prime product real estate.
Ad Co-Op Money: I would also offer cooperative advertising for the following holidays: New
Year’s Eve, Valentine’s Day, Easter, Mother’s Day, Father’s Day, Sweetest Day, Halloween,
Hanukkah, Christmas, & Kwanzaa. With Big Box retailers and large super market chains and
clubs.
Trade: Offering discounts, promotional products, special POP displays, & extra case of free
product. To carry our product in high volume stores, in high volume displays/areas.

23. Thank you for viewing my DESIGN A CANDY BAR and
STRATEGIC MARKETING PLAN assignment.
Created by Wendy Bauer
Marketing Principles Class 01VC
Instructor: Janet Kilsdonk