My Product

The Chocolat Crisp

















The Chocolat Crisp (3oz): A deliciously thin layer of cookie topped with a decadent layer of bitterly smooth dark chocolate covered with crushed cookie bits and sea salt. "We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects..." (Marketing: An Introduction, Armstrong & Kotler, p209) This will be a fairly light, but rich snack. Staying away from the sweeter milk or white chocolate, I decided on the quite bitter, but very smooth if done right, dark chocolate. To me the bitterness of the dark chocolate goes very well with a nice whiskey, great with a red wine, but goes amazingly well with a rich port (tawny is preferred). The topping of sea-salt really accentuates the flavors of the dark chocolate, and also helps keep the customers thirsty, leading to more drink sales for the establishment, which in turn should lead to more sales of the snack. "Convenience products are consumer products and services that customers usually buy frequently, immediately, and with a minimum of comparison and buying effort. Examples include laundry detergent, candy, magazines, and fast food. (Marketing: An Introduction, Armstrong & Kotler, p211) 
The packaging will be done with an artistic style borrowed from the famed Toluouse Lautrec, bringing with it the feeling of France and specifically Paris and the Moulin Rouge.The color scheme will be based on rich earth tones with splashes of vibrant warm colors. 

Target Market Strategy

“In positioning its product, the company first identifies possible customer value differences that provide competitive advantages upon which to build the position.” (Marketing: An Introduction, Armstrong & Kotler, p53) My strategy is to appeal to a patron’s sense of adventure, the yearning to learn about past history, and the value of a delicious high-end snack while spending time at a bar. We will reach out to the customer via Facebook, Twitter, website promotions, and blogging to further enrich the history of the area we are basing our product on. “The company can offer greater customer value either by charging lower prices than competitors, or by offering more benefits to justify higher prices.” (Marketing: An Introduction, Armstrong & Kotler, p53). By offering a glimpse into the past, to the time where our adventure takes place, the hope is to appeal to the inquisitiveness about our product to drive them to the internet where they can find more information about our product and about the timeframe surrounding the adventures.

Situation or SWOT Analysis

“Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives.” (Marketing: An Introduction, Armstrong & Kotler, p53).I believe one of the major strengths of the Phileas Fogg snacks is its nostalgia. This makes it a fairly unique product, especially in the world of snacks. Almost every snack tries to create a modern hip cool approach, so this will help our product stand out from the rest. Another is the adventure that comes with the product. Most snacks just have their branding, a social media link, and nutritional information. Another strength will be the quality of the snack, which will be much better than peanuts or pretzels. Weaknesses could be the price and the lack of being in touch with the modern culture. “The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats.” (Marketing: An Introduction, Armstrong & Kotler, p56). Even though the main target will be higher end bars, the opportunity to be offered in a broader selection of bars can be foreseen once the popularity of our brand grows stronger. Another opportunity could be in gaming establishments and sporting venues. Major threats would be economic downturn where people start to be more frugal with their money and disruption to the distribution chain.