Rogers’ Chocolates

By: Smith & Yang Consultants

Areas Which Are in Need of Improvement● Better understanding of chocolate

consumers.

● Advertising.

● Packaging Issues.

● Image of brand.

Percentage of United States Chocolate Consumers

WEST 22%

SOUTH

40%

NORTHEAST 18%MIDWEST

24%

Source: NCA & The Futures Company, 2012

Primary Chocolate Consumers● 70% - Caucasian.● 53% - Married.● 53% - Employed.● 43% - Have children under 18.● 28% - College or higher degree.● 24% - Household income > $100,000.00

Source: NCA & The Futures Company, 2012

Chocolate Consumer by Gender: Female

● 89% of females eat some chocolate.

● 57% of females are chocalate eaters.

● 45% of females never eat chocalate.

Source: NCA & The Futures Company, 2012

Chocolate Consumer by Gender: Male● 85% of males eat some

chocolate.

● 43% of males are chocolate eaters.

● 55% of males never eat chocolate.

Source: NCA & The Futures Company, 2012

A Friendly Treat

Relaxing Activities61%

Source: NPD Snack Track 2.1 2010

Take Away From Consumer Info

● Adults, especially females, are both consumers and gatekeepers of chocolate.

Take Away From Consumer Info

● Promote shared family consumption at home.

Advertising Negatives● Small amount of T.V advertising (Victoria

only).

● Majority of advertisements are in Canada; making it less-known outside of that region.

● Advertisements having little impact on the younger population (23-33 years old).

Adverstising Positives● Promotion from Enroute Magazine.

● Promotion from Air Canada.

● Solid search engine rankings promoted the online business.

Advertising Solutions● Begin a three month trial of newspaper

articles in the communities of U.S. Re-seller locations.

● Six month social media advertsing trial to three U.S. Re-seller locations; Seattle,WA - Kansas City,MO - Portland, Oregon.

The Better Chedder● Jackson County, near Kansas City, MO● Population of 7,850

3,572 Males = 45.5%4,278 Females = 54.5%

50.1% of the population has never married.34.7% of the local population is married.

Source: City Data, 2010

Newspaper Adversting● Kansas State Globe.

● Approximately 25,000 readers.

● Cost $18 per add in newspaper.

Source: City Data, 2010

T.V Advertising

● Watching TV is the nation’s most common leisure activity, according to WebSite Marketing Plan.

T.V Advertising

● Local cost in Kansas City, MO is $400.

● Average $200-$1500 / 30 seconds.

● Advertise once a week for 6 months.

Advertising of Social Media

Facebook, Twitter, Instagram

● Low cost.● Improve customer service.● Share content easier and

faster.● Increase brand awareness.

Facebook Adverstising

Source: Buffer Social, 2014

Biodegradable Packaging

● Biodegradable products do not have:

Harmful chemicals

Plastic coatings.

The need for excessive energy to create

them.

Packaging Consideration

Source: BASF.com

Financial

THANK YOU

QUESTIONS?