Viktoriya Zaytseva

Launching New Product

Table of Content

Product basic description	Pg. 3
Target market evaluation	Pg. 5
Competitive analysis	Pg. 7
Viability of product	Pg. 9
Benefit analysis	Pg. 13
Brand identity	Pg. 14
Pricing	Pg. 17
Distribution strategies	Pg. 20
Advertisement	Pg. 21
First product failure	Pg. 28
Group Reflection	Pg. 30
Self-reflection	Pg. 32
Additional information	Pg. 33

Product Basic Description

1. Aliter Company is launching new products. They are food items, Pink Snow Candy and Toffee (to see the products illustrations go to page 4). Pink Snow Candy consists white chocolate and peppermint (from candy canes). Toffee is made out of milk chocolate, almonds, butter, sugar, and candy syrup. Each product consistence is shown respectively to the percentage of components in it. The commodity is meant to raise the happiness level of our consumers, because chocolate symbolizes happiness, romantic surrounding and holiday. Also sugar is widely known as “mood elevator”, what contributes to our main purpose. Product life expectancy is 5 days. This and all other details that our consumers want and must know would be mentioned in nutrition values, ingredients and contact table, which comes with a product.

2. Primary target market for our product is all students of Bronte College. The secondary market is students’ parents and school staff. Even consumers with allergy can buy the product and give it as a present for someone they care about. This is a big advantage of our product to a company, because we are targeting much bigger audience what means more sales.

3. Companies goals are:

- to create a successful advertisement;

- to reach our target market;

- to make a profit.

4. Companies strategies are:

- to analyze successful advertisements in real market by looking at its creative parts, color capability and location of advertisement;

- to research our target market interests and willing to pay money through a survey;

- to evaluate our market potential through a survey;

- to set a best appealing price due to target market income, production cost, product quality and domain through a survey.

Product illustration

Target Market Evaluation

Demographics	Age	14-20
	Gender	Males and females
	Income	Fluctuates due to parents allowance
	Family Life Cycle	Single, never married
PHYSCHOGRAPHICS	Culture/Ethnicity	Asia, Africa, Eastern Europe, Northern America, etc.
	Lifestyle	Student. Entertainments: food, cinema, shopping.
	Values	Religion, food, exclusive products, traveling.
GEOGRAPHICS	-	Bronte College

Our primary market is students of Bronte College. We selected this cohort because our distribution takes place on January 9^th, 2014, in Bronte College front desk. There would be no other place or time that consumers may purchase chocolate products of Aliter company. This means that Bronte College students are only once that are able to rich the distribution place, except secondary market, which includes parents and teachers. Consequently, all other demographics factors of our primary market such as age, gender, income, family life cycle, and lifestyle are directly connected with demographics of Bronte College students. Culture and ethnicity summary was based on research of our company, that we made before launching phone cases (Timbits research).

Assumption of target market values came from own observations of our company members. Most of African Students are very religious, because they go to the church every Sunday morning. The food became a value, because most of students are living in residence and don’t have a great choice of food. Exclusive products, as such, are popular between Bronte College students, because they are coming from higher then middle income families, so they don’t get surprised easily. Traveling is one of physcographics factors, because most of students came from very far places, showing their passion towards traveling and discovering the world that can lead to assumption that this cohort would like to purchase merchandise, connected with memory of place they one stayed in.

We believe that our target market would choose Aliter chocolate goods, because teenagers like chocolate the most of all age categories after children. Presence of adults could make a different effect though. Even if Bronte College students are capable to make their own choice, still parents can change their mind towards something less health harmful. This is assumption of most adults nowadays. But here the main USP contributes. Our chocolate is exclusive product. And that’s what our target market values a lot. It is homemade, what would make big difference in parental views. They would be attracted and interested in purchasing Toffee, Pink Snow Candy and Fudge. Also, based on tasting test of our company, majority of people prefer chocolate over sweet or sour candy (60%). Then our specialists were concerned, about other 40% that we lost by making only chocolate. But the resolution to this is that we are launching more than one product with different chocolate type and ingredients, which would fit to different tastes. Consequently, we are still targeting 100% of showcase audience.