Toaster Pastries

Aiyer Ravi Kumar

Prem Anand

Rajiv Vijayan

Saravanan Packiam

Alan D’ Souza

The Man, The Plot, The Product

To launch a Jelly or Fruit filled Pastry to his company’s line of packages cookies and bakery items.

Gunther Schmidt

German Eating Habits

Frühstück (Breakfast) Mittagessen (Lunch)

Kaffee und Kuchen (Coffee and Cake)

Abendbrot (Dinner)

Norms and Habitual Behaviours

Pastries were taken as a snack along with coffee.

It was common to go shopping everyday for that day’s provision.

German households are predominantly all equipped with toasters

Demographic Characteristics

Population

Young adults who are not averse to prepackaged, time-saving food items.

Target Segment

70 million living in the Federal Republic of

Germany

Competitors for pastries

Apple Pie

Ice Cream

Apple Strudel

SWOT Analysis

Strengths:

Distribution Network High Brand

Awareness Reputation for quality

Weakness: Inadequate market

perception

Threats: German law covering

promotion is stringent Comparative

advertising is illegal. A significant problem of

association with similar desserts has to be overcome.

SWOT Analysis (Cont’d)

Opportunities Prepackaged dinners and desserts are gaining market

share in terms of total food sales. Their exists no prepackaged dessert item which could

be used for breakfast. Innovation for the German palate – Pastries with

Frosting and Jelly-filling Trend toward health-consciousness (pastries

containing fresh fruits) Whole meal grain gaining popularity (dietic pasteries) German household has atleast one television and one

radio (advertising)

Factors affecting the success of the product Brand Name Consumer Loyalty is vital in order to gain market

share Products advertising support efforts

To overcome the perception that only bread can be placed in toaster

To show the ease with which toaster pastry can be prepared

Market penetration through television, newspapers and homemaking magazines

In-store promotions (to increase product awareness)

Sampling Survey

Western part of Germany Sample of 20 people Age group between 12 – 52 Factors Considered

Taste (Positive -12, Neutral – 4, Negative – 4)

Package (Package graphics were distracting)

Price (less than $3 US per box was acceptable)

Marketing Strategy

Disruptive Strategy will be used (as the product is not in evoked set and it is a nominal decision making product)

Classical Conditioning will be used initially to launch the product

Vicarious Model will be used later to promote the product.

Marketing Measures

Arrange High-Profile Launch Events Let Customers Know About the Product Make Use of Advertising Use Sales Promotions Use Direct Marketing Communicate at the Point of Sale Make Use of the Press Use Web Site to Highlight the Product

Customer Survey Questionnaire

How long have you been purchasing our products? Ist Timer 2 months to less than 6 months 6 months to less than 1 years 2 years to less than 3 years 3 years or more

How often do you have a snack break in a day?

Customer Survey Questionnaire

How would you rate the taste of our Toaster PastryPop Torte?

Excellent Good Satisfactory Don’t like nor dislike Yuck Other

Customer Survey Questionnaire

How do you rate Pop Torte on the following attributes?

Customer Survey Questionnaire

How likely would you choose to enjoy Pop Torte over conventional pre-packaged dessert for breakfast?

Unlikely Somewhat likely Neutral Likely Highly Likely

Customer Survey Questionnaire

Would you consider Pop Torte a healthy alternative to conventional gelatin/cream filled pastry? Very likely Somewhat likely Neutral Somewhat unlikely Very unlikely

Customer Survey Questionnaire

How do we rate in comparison to other companies that offer the similar products?

Much higher Somewhat higher Same Somewhat lower Much lower Don’t know

Customer Survey Questionnaire

Which of the following categories describes your age?

Younger than 18 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 or older Prefer not to answer

Customer Survey Questionnaire