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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

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