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Cookie Craze
It is difficult to differentiate in the cookie business, as there are a lot of good cookies in this world, and a lot of very creative cookie makers. Cookie Craze is going to differentiate at least on part on the basis of the brand. But the cookies will be unfathomably good, and that is part of the appeal of Cookie Craze. The flavors of the cookies will be key. With all due respect to grandmother, chocolate chip simply is not going to get it done in a competitive market today. Consumers take their cues from the food porn they watch on television, where chefs dazzle with unique, exciting flavors and that is exactly the kind of Craze we are aiming for. Exotic ingredients -- things not considered normal for cookies -- and a gooey, chewy base dough will form the key differentiating factors. That there will be a neverending stream of innovative new cookies from Cookie Craze only adds to the exciting product offerings. Mayan Chocolate with Bacon? Cardamom and Mace with Dulce de Leche icing? Now we're getting somewhere. With new flavors all the time, excitement will be hard to control. There are few better ways to differentiate the business than to have cookies that blow customers' minds every time they buy one. That is what Cookie Craze is all about.
Beyond that, branding is going to be a critical element in differentiating Cookie Craze from the lesser cookie makers...
The cookies themselves will be a factor in the strength of the brand, but so too will the visuals. Design -- everything from the shop to the packaging, to the logo, the website and the cookies themselves -- will be a core theme of Cookie Craze. Nobody in the cookie business will have sharper-looking packaging, and our products will absolutely pop off the shelves in relation to our staid competitors. Our mission is to transcend cookies -- Cookie Craze is al lifestyle of decadence, style and the best cookies on the planet.
2. The launch phase of the product life cycle as a lot of implications for the way we approach strategy. The introduction stage is a time to establish what the brand is all about (QuickMBA, 2010). Our sales might not be big at this stage, but the impact of Cookie Craze will be massive. The marketing mix is determined in part by the stage of the product life cycle. The product needs to grab people's attention at any point in the life cycle, but especially during the launch phase. We have tested some of our preliminary cookie dreams on our friends and family, so we know which are going to be the biggest hits. That is where we will start, along with some eye-catching imaginations that will generate a lot of social media and public relations hype. Nobody is doing what we are doing, and the world will know soon enough.
Getting the…
Works Cited:
NetMBA. (2010). The marketing mix (the 4 Ps of marketing). NetMBA. Retrieved March 23, 2012 from http://www.netmba.com/marketing/mix/
QuickMBA. (2010). The product life cycle. QuickMBA.com. Retrieved March 23, 2012 from http://www.quickmba.com/marketing/product/lifecycle/
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