From our results we were able to assess that most of our customers are in between 10 to 20 years of age. Being that age the most percentage earn less than $5000. Most of our customers visit our branches once a week and the two most highly ranked flavours were chocolate and berry therefore our new flavour has been a mix of the two finally our product was rated 4/5 on average and the people who have hot weather in their area tend to visit the most.
Furthermore we calculated SWOT analysis on our product to analyse its strengths, weaknesses, opportunities and threats. We concluded with......
PRODUCT:-
Our product it the Choco-Berry Mush an innovative new flavour it combines the rich creamy taste of chocolate and the sweet tangy flavour of raspberry to form one mouth watering treat.
Our product already has an established brand name so the next step would be a suitable packaging. Packaging serves two major purposes to protect the good and keep it from getting spoilt and to make the product more attractive to consumers. We have decided to change the box slightly by making it darker we shall catch people’s attention more towards the product as it is different deepening their desires.
Price:-
We have decided to use a price skimming technique towards our product. Since Choco-Berry Mush is a new development of an old product we shall assign a high price for the product. The high price will be a way for us to start recovering from the money we have spent on research and production of the product. Old customers will be willing to pay out prices as they are familiar with the type of standards we set with each one of our flavours; however price skimming can put of potential customers due to its high pricing.
Promotion:-
We plan to promote our product by putting out samples in the first two weeks of its launch in all of our Baskin Robbins outlets in a selected region. Limited coupons shall also be issued to come and try our new flavour for 10% off. Furthermore we have planned an entire advertising campaign using billboards on major roads, in family magazines, regular adverts on the radio with a catchy theme song and finally advertisements on children’s as well as family TV channels.
Place:-
We have decided to launch our product initially in a region in which our sales are high primarily and where the temperatures are also high due to the fact that most people consume our product during times which are hot and dry. Our initial place of launch will be exclusive to only selected major outlets. Following a successful response to the product, the product will go on to a full launch in the region. This will be followed by a world wide release of Choco-Berry Mush.
DONE BY .....
- Alia Siddiqui
- Ayesha Dumasia
- Meryll VAz
- Saher HAji Munnavar
- Tarun Bhatia
And