The business will be a direct marketing and online retail entity and will be known as ‘Fudgelicious’ and the slogan will be, ‘Tantalizing the Sweet Spot with Fudgelicious’.
Marketing Mix
Product
The product quality will be the key, i.e. taste and flavors and the presentation of the homemade fudge. Being a home based production for the products; it will be showcased as treats to be tasted individually, or for parties and events. The packaging used will be transparent that will show the products shape and colors to the target market to create a need by a visual temptation.
The launch will for Chocolate, Caramel, Peanut Butter, Vanilla, Butterscotch, Peppermint, Pecan, Lemon, Oreo flavors, they will also be produced with two tones, i.e. chocolate and vanilla, caramel and peanut butter etc.
Price
The price will be based on per piece on the launch, i.e. $1.00 per price, in view of the fact that, it will be easier to make the consumers try out product per piece, also as opposed to a per pound price, a certified scale will be required, and per pound will be charged at $12.00 and also the launch price will include ½ pound free.
Place
The fudge will be launched in strategically selected locations, since being a home based recipe, with limited resources, it is imperative to connect with primary target audience consumers, i.e. kids and teens and young adults aged 10-19 and 20-25 respectively.
Schools, Colleges and Universities Canteens will be selected as launch places. Website and Social media pages, launch with e-commerce capability & partnership with local Coffee and Tea Shops.
Kiosk development that will be placed in home city outside malls, restaurants, and parks with free sampling as a tactical initiative.
Promotion
The promotion will be used with social media campaigns, like page and post pictures with Fudelicious products to get entry into a Free Box of the fudge. Buy 2 get 1 free for the first 6 days of launch, the intent being to generate maximum testing of the fudge.
Promotional connectivity with cafes and tea houses, creating a positive word of mouth for the fudge and promote it in offices and in the party places.
Marketing Communication Mix
The marketing communication mix for Fudelicious will be as follows:
Social Media:
A Facebook page, Instagram page, Twitter page will be developed to create a viral effect, targeted content focusing on the consumers to create engagement with quiz, surveys, pictures sharing of products and tactical campaigns to create noise.
Online advertising in the shape of paid advertising on YouTube, Instagram, Facebook and Food Blogs will be utilized.
Personal Selling will be used with Kiosks in schools, colleges, universities, selected events in sports and entertainment, with a focus to have maximum contacts with the target audience.
Famous influencers in social media will be utilized to create a noise on an established social media channel.
PR Tactics of gifting Fudge boxes with media outlets will be utilized to help Fudgelicious establish a media presence by having a Launch Press Conference.
In view of the high cost of advertising and print media these channels won’t be utilized at the launch.
