Chocolate Shop
Chocolate et Franky is a gourmet chocolate producer that will focus on the large market retailers such as Whole Foods and Bristol Farms. The chocolate will be a premium quality product, and this will be reflected in the price, and in the details of the marketing. There will be a retail chocolate shop at the production site, and this will serve as a gateway for the fans of the chocolate to interact with the brand, buy merchandise, and learn about the process of making chocolate. However, most of the business will be focused on developing the retail trade.
The Product
Chocolate et Franky will be predominantly a packaged chocolate product. The head chocolatier has extensive connections with wholesalers around the world and therefore has access to some of the finest cacao, the ingredient from which chocolate is made. This access will allow our company to produce a premium chocolate, and will allow us to engage in some fun product marketing, such as a single origin series. We will also produce a range of flavored chocolates, ranging from conventional choices like sea salt to seasonal choices like pumpkin spice. This range of chocolate will be appealing to mass market stores that are seeking a premium chocolate that can deliver to a broad range of consumer tastes, but also keep it interesting and fun, something to attract stronger brand loyalty and repeat business.
Target Market & Distribution Channels
There are basically two target markets for Chocolate et Franky. There is the end user, and then there is the distribution channel. The end user is typically somebody that is relatively wealthy, has a college education or higher, and lives in an urban area. This is the typical consumer for any high end chocolate product. The target consumer during the launch phase will actually be the influencers among this demographic. The buyer and consumer will typically be female, though at this level of quality chocolate is not as gendered a product.
To reach this target market requires selling through the right channels – the sort...
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