Cowgril Chocolate
Cowgirl Chocolates
Case Study Questions
1. What are some of the critical strengths and weaknesses of Cowgirl Chocolates that determine the success of this small business? Can the weaknesses be overcome by the strengths of the business? Please note that strengths and weaknesses apply to the internal issues, decisions, assets, people (attitudes, talents, knowledge, passion, relationships, etc.).
2. Referring to the total product view (Exhibit A), describe the “hot and spicy chocolate truffle” offered by Cowgirl Chocolates. Based on this product view do you think this product will be readily accepted by consumers? Why or why not? A. Core Benefits (functional, social, emotional, value expressive) of the Product: B. Tangible Elements of the product: C. Augmented product (includes extended services, etc.):
3. In which product - market do you think this “hot and spicy truffles” brand should compete —the hot and spicy food market, the chocolate candy market, the gift market, or other? Decide which market you believe will be the best market. How should the company segment the chosen market? Behavior? Psychographics (lifestyle)? Geographics? Demographics? Benefits sought? Combination? Explain.
4. What is your assessment of Marilyn’s promotional efforts? In order for Marilyn to increase the sale of her chocolates, what should she do with her marketing program (product line, distribution, pricing, advertising, selling, events, PR, sales promotion, online marketing)?.
5. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 along with the product and packaging costs. Based on this information, discuss the impact of a cost, target segment(s), and competition on pricing. How would your marketing program affect costs and sales volume?
Case Study Questions
1. What are some of the critical strengths and weaknesses of Cowgirl Chocolates that determine the success of this small business? Can the weaknesses be overcome by the strengths of the business? Please note that strengths and weaknesses apply to the internal issues, decisions, assets, people (attitudes, talents, knowledge, passion, relationships, etc.).
2. Referring to the total product view (Exhibit A), describe the “hot and spicy chocolate truffle” offered by Cowgirl Chocolates. Based on this product view do you think this product will be readily accepted by consumers? Why or why not? A. Core Benefits (functional, social, emotional, value expressive) of the Product: B. Tangible Elements of the product: C. Augmented product (includes extended services, etc.):
3. In which product - market do you think this “hot and spicy truffles” brand should compete —the hot and spicy food market, the chocolate candy market, the gift market, or other? Decide which market you believe will be the best market. How should the company segment the chosen market? Behavior? Psychographics (lifestyle)? Geographics? Demographics? Benefits sought? Combination? Explain.
4. What is your assessment of Marilyn’s promotional efforts? In order for Marilyn to increase the sale of her chocolates, what should she do with her marketing program (product line, distribution, pricing, advertising, selling, events, PR, sales promotion, online marketing)?.
5. The suggested retail price and wholesale prices of Cowgirl Chocolates products are displayed in Exhibit 2 along with the product and packaging costs. Based on this information, discuss the impact of a cost, target segment(s), and competition on pricing. How would your marketing program affect costs and sales volume?