Final Project: Product

Chocolate Expressions will consist of laser engraved chocolate greeting cards. The base product will be a 5" x 7", 8oz chocolate card the will then be laser engraved with a picture and message suitable for birthdays, anniversaries or Valentine's Day. "Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by product attributes such as quality, features, and style and design." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 7, page 13.) Chocolate Expression cards will be made from the finest chocolate available and will use the best greeting card designers in the business. "Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction. In the narrowest sense, quality can be defined as “freedom from defects.”" (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 7, page 13.) Every Chocolate Expressions greeting card will be thoroughly inspected for defects and sealed for freshness. Chocolate Expressions will also do periodic customer surveys to insure that we are maintaining our high standards.

 

Final Project: Target Market Strategy

Chocolate Expressions will use the internet to market its products. This will include but is not limited to a dedicated chocolate blog, Facebook and Twitter. We will target young to middle age males as they are to most likely to see the value of our products. We will accomplish this by placing ads on technology and gaming web sites. "A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 33.)

"Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 33.) In addition to placing web site ads, we will use Google AdSense on our online store. The use of web advertising and AdSense will allow us to track the effectiveness of our marketing.

 

Final Project: SWOT

"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 31.) Chocolate Expressions strengths lie in our ability to innovate new ways to bring confections to the market. The use of laser engraving will bring a new standard to chocolate greeting cards and in the future we will be utilizing 3D printing to craft confections before impossible create.

"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 31.) Our inability to anticipate initial demand for our products can cause a problem in ordering supplies and determining time requirements to market. Determining internet marketing strategies can also be difficult.

"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 31.)The trend in today's greeting card market is to find new and exciting ways to send your message. 

the fact that Chocolate Expressions cards are both a greeting card and a gift of chocolate speaks to this trend.

"And threats are unfavorable external factors or trends that may present challenges to performance." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 31.) The main threat to Chocolate Expressions is maintaining a sufficient supply of materials for our products.

Final Project: Objectives

The mission of Chocolate Expressions is to create laser engraved chocolate greeting cards to provide customers with unique, beautiful and tasty ways to give their message to friends and loved ones. "This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 9.)

In order to insure the quality of the products research must be done on the best methods of laser engraving in chocolate. Also a search for the best quality chocolate must be undertaken.

"Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.”" (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 9.) Like Kohler, Chocolate Expressions' overall objective is build profitable customer relationships. Chocolate Expressions will do this by creating products that allow our customers to give love, beauty and friendship to those important people in their lives with a unique, and tasty gift.

Final Project: Business Mission Statement

The mission of Chocolate Expressions is to create laser engraved chocolate greeting cards to provide customers with unique, beautiful and tasty ways to give their message to friends and loved ones. "An organization exists to accomplish something, and this purpose should be clearly stated." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 2, page 5.)
The initial push will be to cover Valentines Day, anniversaries and birthdays. Later, cards will be developed for other occasions.

Week 8: Creative content

Chocolate in it's many forms and packaging has been a favorite of persons of all ages. Chocolate is well received as a present for special occasions such birthdays, Valentines Day and anniversarys. What better way to give chocolate then as a beautifully engraved greeting card.


The chocolate greeting cards will be laser engraved. This will allow high resolution fonts, graphics and even photographs to be created in the chocolate. The cards will then be sealed for freshness and encased in a decorative gift box appropriate to the occasion.

"Several major factors are changing the face of today’s marketing communications. First, consumers are changing. In this digital, wireless age, they are better informed and more communications empowered." (ARMSTRONG, KOTLER, Marketing An Introduction, chapter 12, page 6.) I will be doing my marketing on the internet via social networks, Google, and blogs. I will setup accounts with Facebook, Twitter and Pintrest for my product plus a dedicated chocolate blog. The web site that is setup for the online store will use the latest methods to increase it's Google rating, especially links.

I will create 3 to 5 sample greeting cards in Photoshop. The cards will be placed on a pleasant background and placed into a slide show. The intent here is to show variety and amazing detail achievable with laser engraving the chocolate greeting cards.

Week 7 EOC: The Pitch

Chocolate Expressions

Laser engraved chocolate greeting cards

Imagine the thrill of your loved one when he or she receives one of these beautiful and tasty cards. They are created using the latest laser technology in your choice of milk or dark chocolate.

Previously chocolate cards were produced by pouring the chocolate into molds. This process was limited to a few words and simple graphics. By using laser engraving techniques we are able to produce cards in high resolution equaling cards printed on paper. This means that you can have a complete message or a poem and not just a few words that don’t say what you really mean.

Initially we will be using our own in-house writers to create the cards but in the future we hope to partner with and established company such as Hallmark to bring a whole world of card types, styles and messages.

The cards will be placed in stores and specialty shops as well as being available at our online store.