chocolate final report (2).ppt
TRANSCRIPT
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FINAL REPORT – DECEMBER 2011
CHOCOLATE
Project TeamProject TeamAlicia Bliss
Anastasia GalstianErika Pena
Regina Radusky
Math 110Brought to life with Addressable Minds
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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
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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’
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There are two unique segments Different Buyers – Different Approach
Messaging for one isn’t necessary going toappeal to the other…and could actually hurt
Health and Cost conscious
47%
Chocolate Lovers!51%
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Total Panel – Interested in special sales, healthy options, unique ingredients, and overall variety
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Cost and Health Conscious (Seg1) – Interested in buying healthy chocolate at a reasonable price.
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Chocolate Lovers (Seg2) – Chocolate Lovers are interested in variety and price; not interested in healthy options
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• Like healthier chocolate selections • Prefer sensible pricing
• Love variations in chocolate• Enjoy exclusive discounts
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Health & Cost Conscious vs.
Chocolate Lovers
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• 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.
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Turn offs…
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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
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DEVELOP SURVEY QUESTIONS
Potential Chocolate Buyers
ANALYZED SURVEY RESULTS → Addressable Minds
INTERNET
IdeaMap™SURVEY
IDENTIFY TARGET MARKET
No more paper mail – we will send you copies of statements by secure e-mail
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
No more paper mail – we will send you copies of statements by secure e-mail
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
SEGMENTATION WIZARD
10 – 15 minutes
Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey
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The Chocolate Segmentation Wizard Online example
The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership
http://mjiweb.com/mjitt/QC_Fall2011_Choco/index.htmhttp://mjiweb.com/mjitt/QC_Fall2011_Choco/index.htm
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The chocolate segmentation wizard online example
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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
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