Given that the original RBG brand’s target customer was a mother in their mid-30s to 40s who, along with her family, led to an active and busy lifestyle, we are going to emphasize the brand message of convenience (easy and quick).
Based on the case, an easy-and-quick baking and kids play a bigger role in driving purchases in the Canadian market and they value experiences baking from scratch and believe this experience fed fueled memories of happy moments.
However, as our target customers are busy working moms, we believe that they do not have much time to prepare all baking materials from scratch with kids all the time, the RBG’s cookie dough should position with easy and quick baking process that still gives chances baking together. …show more content…
This will not only increase the frequency purchasing, but also increase household penetration by modern moms who prefer to bake with kids and to save scratch baking time.
The concept of less time-consuming baking with kids should be emphasized on the packaging and distributed to Safeway, Walmart, and Costco as usual, since these three markets are the top grocery shops and vary from retail to wholesale market. This will reach to large number of target customers which their purchase intention will increase. Moreover, the concept is well fit with the original RBG cookie dough’s brand message as convenience and family appeal.
In addition, the product has a high competitive advantage in Canadian market since most Canadian mothers highly value on baking with kids. This concept will be outstanding cookie dough brand from other competitors.
Therefore, we should target busy working moms who love to bake with kids often by develop the brand message and product concept as “Enjoy baking with kids by spending only 15
Based on the case, an easy-and-quick baking and kids play a bigger role in driving purchases in the Canadian market and they value experiences baking from scratch and believe this experience fed fueled memories of happy moments.
However, as our target customers are busy working moms, we believe that they do not have much time to prepare all baking materials from scratch with kids all the time, the RBG’s cookie dough should position with easy and quick baking process that still gives chances baking together. …show more content…
This will not only increase the frequency purchasing, but also increase household penetration by modern moms who prefer to bake with kids and to save scratch baking time.
The concept of less time-consuming baking with kids should be emphasized on the packaging and distributed to Safeway, Walmart, and Costco as usual, since these three markets are the top grocery shops and vary from retail to wholesale market. This will reach to large number of target customers which their purchase intention will increase. Moreover, the concept is well fit with the original RBG cookie dough’s brand message as convenience and family appeal.
In addition, the product has a high competitive advantage in Canadian market since most Canadian mothers highly value on baking with kids. This concept will be outstanding cookie dough brand from other competitors.
Therefore, we should target busy working moms who love to bake with kids often by develop the brand message and product concept as “Enjoy baking with kids by spending only 15