Cowgirls Chocolates must introduce this type of product in customers' eating habits. This is where Public Relations are very important. PR means creating something of high quality and then speaking about it. The company has already created the high quality product, and now they must inform people about it.

For example, the company can sell the product in restaurants specialized in spicy food. The spicy chocolate can be served as a dessert within the restaurant, or it can be purchased for home use.

Also, the company might consider changing the name of the product. Although Cowgirls Chocolates creates a strong image, the term is not at all related to spicy chocolate. This can be confusing for consumers.

When promoting the products, the company should focus on the health benefits of spicy chocolates, on the fact that the ingredients are organic, and on the fact that there are several advantages that can consumers can benefit from.

The company should associate the image of the products with something that already exists in consumers' minds. Same as in the case of spicy food, the company's spicy chocolate can be associated with a certain lifestyle. This way, it would be easier for consumers to make an impression on the company's products, and to decide to at least try the spicy chocolate.

Given the taste of spicy chocolate, it is unlikely that children would like it. Therefore, the company should orient towards the adult category of customers. This would allow Cowgirls Chocolates to strongly differentiate their products. Associating the company's products with an image suitable for adults rather than for children, would gain an important number of customers because of the novelty of the idea. Then, the company should develop its range of products and services.

Reference list:

1. Chocolate Trends (2007). Confectionery News. Retrieved August 20,...

Lake, L. (2010). Defining Your Niche Market. Retrieved August 20, 2010 from http://marketing.about.com/od/strategytutorials/a/defineyourniche.htm.
3. Clark, J. (2001). Seduced by the Dark Side -- techniques and trends in the chocolate industry. Kiplinger's Personal Finance Magazine. Retrieved August 20, 2010 from http://findarticles.com/p/articles/mi_m1318/is_2_55/ai_69664675/.

4. Wilson, S. (2006). The Sweet Success of a Chocolate Business. Entrepreneur. Retrieved August 20, 2010 from http://www.entrepreneur.com/startingabusiness/businessideas/article170546.html.

5. A review of issues and trends in the confectionery industry by the NCA (1998). Candy Industry. Retrieved August 20, 2010 from http://www.allbusiness.com/wholesale-trade/merchant-wholesalers-nondurable/711428-1.html.

6. Mitchell, D. (2008). Chocolate Industry not Immune from Market Forces. Retrieved August 20, 2010 from http://www.bnet.com/blog/food/chocolate-industry-not-immune-from-market-forces/181.

7. Chocolate Confectionery Industry Insights (2005). Business Insights. Retrieved August 20, 2010 from http://www.researchandmarkets.com/reports/237068.

8. U.S. Chocolate Sales Forecast to reach $18 billion by 2011. Retrieved August 20, 2010 from http://www.articleshub.org/article/2622/U.S.-Chocolate-Sales-Forecast-to-reach-18-Billion-Dollars-by-2011.html.

9. Candy Industry Trends Report (2009). Retrieved August 20, 2010 from http://zomgcandy.com/2009/07/06/candy-industry-trends-report-2009/.

Chocolate Trends (2007). Confectionery News. Retrieved August 20, 2010 from http://www.confectionerynews.com/Markets/Chocolate-Trends-2007.

Lake, L. (2010). Defining Your Niche Market. Retrieved August 20, 2010 from http://marketing.about.com/od/strategytutorials/a/defineyourniche.htm.