Four Brilliant Four 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 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: 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 analysis Strengths Original product. High quality. Fun for kids. High adaptability to changes in market.

Weaknesses New company. Limited resources. Many competitors. No national recognition. Limited production facilities. Limited access to market.

Opportunities Distinctive name and product. Huge market with possibility of extending product line. Stable market. More awareness of local market.

Threats 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 Sector: 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 resources/statistics/cookie.html

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.

Differentiation 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.

Positioning 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 goals How 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 viewings ABC11,506, 000 CBS (CSI)4,432,000 Nickelodeon 12,820,000 Disney13,101,000

Specific program ratings:

Storyboard - 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 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:

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:

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.