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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