26.10.2005 Player on the International Market 1eKanjers Stroopwafels

Ahmet Cezayirlioglu

803294

Claudia Bäumler

803285

Kelly van Donk

4210323

Sarah Buitendijk

4233216

Saskia Davidse

4230172

26.10.2005 Player on the International Market 2

Index

1. Introduction

2. The survey

3. Marketing plan

4. Communication plan

5. Design plan

6. Conclusion

26.10.2005 Player on the International Market 3

Cookies in general  Purchase of cookies

Consuming cookies

Package of cookies

Cookie trends

‘’Stroopwafels’’

What do you still miss in a cookie, in other words, what would be the perfect cookie for you?

Communication plan Design planMarketing planThe Survey

The Survey

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Cookies in general A need for cookies with ‘’ added value’’ like sprinkles, chocolat glazing etc.

Purchase of cookies Supermarket and cafetaria

Consuming cookies Everyone eats cookies on either daily or weekly basis.

Package of cookies Most popular one: family package or so called ‘’snack pack’’.

Cookie trends Diet is good, but flavour is better.

‘’Stroopwafels’’ Demand for cookies with brown sugar, caramel and hard cookie.

What do you still miss in a cookie, in other words, what would be the perfect cookie for you? There is so much variety you can always find something. I need a cookie that does not make me fat but still tastes good.

Communication plan Design planMarketing planThe Survey

Data interpretation

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Stroopwafels most popularcookie in the Netherlands.

Communication plan Design planMarketing planThe Survey

Market analysis

Stroopwafels are not sold in the USA / in California.

Coffee-time-behaviour Snack-eating-behaviour

Market – trends in the US: Reducing weight Organic food and dietary products Eating on the road Healthier eating Increasing desire for more flavoured food

Market – analysis: lots of suppliers (main competitor Nabisco), high pressure and

high rivalry, client is very choosy and patriotic

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Strength  

Stroopwafels Are a good compliment of coffee.

Are a new mixture out of caramel and brown sugar.

Have convenient packaging for daily and family life.

Have favourable taste for the American market. 

Weakness

American people mostly like big cookies.

There may be confusion between pancakes and Stroopwafels. 

Communication plan Design planMarketing planThe Survey

SWOT analysis

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Opportunities

There is nothing specific to “eat with your coffee”.

Cookie industry is based on milky products, not enough new tastes.

Eating habits are changing according to fast-life rules.

It is suitable to associate with brands like Starbucks.

Threats

Country of origin problem may be occurred.

It may be lost among all those cookies.

There is an increasing patriotic movement all around in the USA after 9/11.

Communication plan Design planMarketing planThe Survey

SWOT analysis

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Position Stroopwafels as an “eat with your coffee” cookie. Emphasize on new taste and appropriate packaging. Define clearly that it is not a pancake. Change consumers’ attitudes for “cookie-to-go” concept. Try to integrate the Stroopwafels into their eating habit, do not

change it. Emphasize on a cooperation with Starbucks. Goal: consumer should try Stroopwafels at least once.  Target group Anyone

Men or women Person who like the taste of sugar Aged between 4 and 80 Married, divorced or single Has time to enjoy a cup of coffee Or someone who is in a hurry Normal income level

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Marketing objectives and target group

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Communication plan Design planMarketing planThe Survey

Marketing strategy

existing new

existing Market penetration Market development

new Product development Diversification

Ansoff Matrix

Combination of product and market development

Best strategy multinational marketing

For saving costs transnational marketing

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Product: Goal: the perfect product, anytime and anywhere “Snack pack” USP

Price: Penetration-price-policy Start with low prices – faster increase of market share Superior market position on the long run

Place: Intensive distribution vertical orientated Retail Cooperation with Starbucks in L.A. Out of home convenience channel

Communication plan Design planMarketing planThe Survey

Strategy – product, price, distribution

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The identity translated: Aware, open-minded, healthy, fast and happy with the world view.

Different.

Communication plan Design planMarketing planThe Survey

Communication strategy

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Communication plan Design planMarketing planThe Survey

The brand design

Translation of the identity:

Supported by the following communication devices:  Cooperation with Starbucks – sampling, integrate in assortment

30 stores in L.A.

TV-commercials around Oprah-time for optimal results

Supermarket sample-stalls, introducing Kanjers-Stroopwafels

At lunch break Kanjers should be found everywhere: gas stations, metro stations, kiosks, cafeteria at campus and big offices or hospitals.

Billboards in the city centre, near highway gas stations etc.

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The clear visual differences, non conventional:

Communication plan Design planMarketing planThe Survey

Kanjers become Studs

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Communication plan Design planMarketing planThe Survey

Kanjers become Studs

The clear visual differences, creating a new logo:

26.10.2005 Player on the International Market 15eThanks for your attention.