Brilliant FourFour

Justin Hammon Jonah Hantos Mohit Nayyar

Sebastian Jimenez

Cookie fusion

• Shaped and cut like a pizza.

• Large size of approximately 8” in diameter.

• A choice of 3 different toppings.

• With a low fat and nutritional base.

Target marketTarget market

Our target market is kids aging from 8 to 16 years old, living in a household with one to three children.

Objectives and goals:Objectives and goals:

• Gain more market awareness of cookie fusion.

• Gain large market share in California.

• Use penetration pricing to gain Market share.

• Distinguish our product from our competition.

SWOT analysisSWOT analysis

Strengths

• Original product.

• High quality.

• Fun for kids.

• High adaptability to changes in market.

WeaknessesWeaknesses

• New company.

• Limited resources.

• Many competitors.

• No national recognition.

• Limited production facilities.

• Limited access to market.

OpportunitiesOpportunities

• Distinctive name and product.

• Huge market with possibility of extending product line.

• Stable market.

• More awareness of local market.

ThreatsThreats• No patent; competitor can try to duplicate

product.• Competitors are well recognized, thus they

can easily buy out the shelf space.• Competition can sell their product below

market price, or can afford to use predatory pricing too.

• Consumers concern about fatty snacks.

Food Food Sector: Consumer GoodsSector: Consumer Goods

Trends• Many food companies are offering healthier

options and new portion packaging to spark a renewed interest in fresh cookies.

• Consumers are wanting higher quality and variety in the products that are available.

• The health-oriented cookie segment has also seen a 6% gain since 2001.

http://www.the-infoshop.com/study/mt23274_cookies.html, http://www.aibonline.org/resources/statistics/cookie.html

Our direct competition:Our direct competition:

• While there are many brand of cookies and snacks in the world, the main competition for cookie fusion will be fruit pizzas.

• The fruit pizza uses a cookie base like the base of cookie fusion (though its uncooked unlike cookie fusion).

• It uses fruit toppings instead of candy.

• There are no direct retailers of this product: they are home made.

• The shelf life of a fruit pizza is very low, at best only a few days.

DifferentiationDifferentiation

• Unique and convenience.

• No other competitor offers a cookie which is sliced like pizza and offers the choice of three different toppings with a nutritional base.

• Add Varity to the product in a single package.

• The cookie base for cookie fusion will be cooked, which makes serving and handling much easier.

• Unlike fruit, candy will not spoil and has a long shelf life.

• Cookie fusion will be in a re-sealable package, and will last longer.

PositioningPositioning

• It is a fun and interactive product for the kids.

• We want kids to think that by deciding their own toppings, it will make them feel more mature.

• We want parents to perceive this product is a healthier alternative to other cookies.

How to achieve our goalsHow to achieve our goals:

• Utilize various communication channels (Such as broadcast T.V., magazines).

• Post advertisements on game websites

• Use guerilla tactics to establish brand name (word of mouth).

• Use penetration pricing to gain a large market share.

T.V. stations and their T.V. stations and their viewingsviewings

• ABC 11,506, 000

• CBS (CSI) 4,432,000

• Nickelodeon 12,820,000

• Disney 13,101,000

Specific program ratings:Specific program ratings:

StoryboardStoryboard

- Close up of cookie- Kids eating cookie- Kid putting toppings on- Kids breaking up and eating cookie- Random combinations of stuff on cookie

- More shots of cookie, kids eating

Feedback for the Music JingleFeedback for the Music Jingle

Surveyed 12 children ages 10 – 16 and asked them what they thought.

About 60% said it was catchy

About 30% didn’t like it

The other 10% didn’t understand what the product was, from the song.

Magazines:Magazines:

Family Circle 21,241 4,328 20.4Parents' Magazine 15,463 5,392 34.9

Martha Stewart Living 11,296 2,721 24.1

FamilyFun 4,692 1,431 30.5

Total '000 Proj '000 Pct Across

Magazine ad:Magazine ad:

Magazine ad prices:

• Martha Stewart Living: 3 ad’s = $225,480

• Family Fun: 4 ad’s = $352,060

• Parents: 2 ad’s = $258,000

Web page banner:Web page banner:

Guerrilla tactics:

• Target schools, and locate the cool kids, opinion leaders, inside of them.

• Give them incentives to present cookie fusion to their friends, as well as share it with them (Word of Mouth).

Pricing

• We have decided to use penetration pricing strategy.

• As an introduction price we are going to charge $4.99 per package.

70%

30%

Greater then $4

Less then $4