Macaroons
Research
Target Demographic
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- upscale urban and suburban areas
- Target demographic is 30-45 working people
- We will be bringing an up and coming trend in many specialized retail outlets to mainstream grocery
- Macaroons are a growing trend in specialty outlets located in major urban areas
- These specialty cookies have been popular in Europe for several years
- The average retail price for specialty macaroons is approxiamatly twice that of a mainstream cookie
Advertising
The Product
Promotion
Pricing
- Print advertising in relevant food and lifestyle magazines such as Gormet, Cosmopolitan, and Food Network
- Social media such as a blog, twitter account, instagram and Facebook page
- In addition to this, we will have a consumer website focusing on serving suggestions/recipe ideas, coupons and discounts and news
- Television commercials on relevant channles such as HGTV, Food Network and regular daytime channels (CBS,NBC, FOX etc.)
- We developed a line of cookies called "Cafe Macaroon" for Pepperidge Farm
- Macaroons will be available in the following flavors:
• Chocolate
• Vanilla
• Crème Brule
• Coffee
• Chocolate and coconut
• Nutella
• Strawberries and Cream
• Peanut Butter
- There will be 2 variety packs (4 flavors 4 cookies each)
- There will also be packs available for each flavor specificaly
- For the first 90 days of launch, there will be buy one get one free to encourage trial and repeat
- We will place the product on the end of isles in a display highlighting the offer
- This is using the bundling pricing plan
- Coupons will be available year round (50 cents off)
- Coupons can be found on website in addition to paper copies distributed in store
- All seven varieties will be offered in 16 ounce packages (containing 16 cookies)
- The regular recomended selling price is $9.95 per package
Pricing Stratagy
- Regular pricing stratagy will be to discount the price on shelf from the regular selling price of $9.95 to $7.95 for two 30 day periods per year
- November to take advantage of the holiday season
- June for beggining of summer
- This is the physcological pricing stratagy as it plays into seasonality and the consumers perception of price vs. value
By Ellie McAlpine and Nico Bianco