Competitive Analysis

Competitive Advantages	Aliter chocolate	The best partner candy	The lucky shop
Sustainable	-	-	-
Unique Selling Proposition	Homemade Chocolate of the best quality	Popping candy	Self made, unique package
Niche	Bronte college students, parents, teachers.	Bronte college students, parents, teachers.	Bronte college students, parents, teachers.
Customer Loyalty	No special customer loyalty	No special customer loyalty	No special customer loyalty
Cost Advantage		Buy 3 get 1 free	Buy 1 jar star, get 10% off for bubble tea
Non-sustainable	-	-	-
Promotion	Posters, video promotion.	Posters, video and Facebook promotion.	Posters
Placement	Distributed on January 9^th, Bronte College front desk	Distributed on January 9th	Distributed on January 9^th
Quality	High quality	Ok	Ok
Benefits of use	Taste, feeling special	Attractive	Tasty
Price		$1.50 per package that includes one popping candy and one lollypop	$2.55 for 1 cup
Product Design Features	Chaotic pieces covered in transparent plastic tissues, tight with band of golden color.	There is sticker of company tipped on top.	Have logo on cup and can attract the customer to buy a bubble tea

Viability of the Product

Stage 1: Is our USP worth of making higher price?

Stage 2: Are the ingredients satisfying consumers with different tastes? Would unique qualities change their opinion? Does the price matter to our potential customers?

Stage 3: We will conduct a survey of students in Bronte College. We will ask advice of teacher. Our advertisement would be very attractive and appealing to consumers’ emotion. It would also prepare our consumers to expect high price (rose in print advertisement represents high class life and status). We would mention exclusivity of our product in advertisement.

Stage 4: Survey completed (see in the end of portfolio)

Stage 5: We have gathered and analyzed our data. Here are the results:

Aliter marketing department made a research on target market income, tastes, and opinions towards unique selling proposition and here are the results:

Out of those 34 (71%) like white chocolate, 26 (54%), question of toffee was not set to find out about our consumers, but just to let them know which items we are selling and we thought that asking a question would be a better way to make them remember. 7 (15%) people have nut allergy, what will not influence our sales expectations due to very little number. 15 (31%) are a big chocolate funs, they would be able to eat 2+ chocolates at one, what means that we should have combo or buy 2 get 1 free propositions. 1 pack of our product is equals to ½ + of standard chocolate bar, which means that people who can eat ½ of chocolate bar or more would not think that it’s too much of a product. Those people are 40 (83%) of surveyed people. 26 (54.5%) like chocolate or sweet or candy and we have it all available. 24 (50%) said yes towards buying our product, other 4 (8.3%) were price concerned, 2 (4%) were quality concerned, 1 (2%) decided to buy chocolate from vending machine(direct competition) and all others 8 (17%) said no (considering that 4 out of those 8 changed their opinion after we told them that chocolate is homemade).

(71+54+75+83+54.5+58.5)/6=66% of people in average would be satisfied and would consume our product (see the graphs below).

3 members: Mila, Melissa, and Viktoriya were asked the same questions. The answers were discussed. It turns out that Mila does not like white chocolate, because it doesn’t taste good to her, she likes peppermint though because it makes your breath fresh. Mila also never tried toffee before but she is curious to try it, she doesn’t have any allergy, if she could, she would eat ¼ of chocolate bar maximum, because she doesn’t like it. Her favorite sweet is ice cream; it cools her down on hot day. She will not purchase Aliter chocolate, but she might change her opinion if it is homemade. Melissa likes white chocolate, because it has a nice texture. Peppermint is also something that she likes, she says it’s unique and reminds her of Christmas. She tried toffee before; she can actually do it herself. Mel is capable of eating 1 chocolate bar. She likes sour, because it is more unique then sweet flavor. She would like to buy Aliter sweets on showcase night and the fact that it is homemade supports her decision. Viktoriya is a food lover. She likes white chocolate. She never really tried peppermint, but she would like to, the same with toffee. If she could, she would eat 2+ chocolate bars, reasoning that it is her favorite type of sweet. She would like to buy Aliter’s chocolate on showcase night, because she doesn’t have to go out of school to get it, and it doesn’t really matter to her if the chocolate is home maid or not.

Reference of survey to questions:

Unique Selling proposition is worth of making high price because it changed opinion of 50% of people who said no towards buying our product. Only 2 asked people did not like any ingredient of our product, what means that other 96% of surveyed people would like at least one of our products. There were consumers that were concerned about price. But we were really surprised by their number. There were only 4 people out of 48 who asked a price, and were not fine with it. That is probably because our target market is from middle class families and higher.