For example, the number of customers interested in this type of product is a reduced one. Basically, there is no significant market for spicy chocolate that the company can address.
As a consequence, the company must create such a market. The company must create the need for spicy chocolate. Cowgirls Chocolates must introduce this type of product in customers eating habits.
This is where Public Relations are very important. PR means creating something of high quality and then speaking about it. The company has already created the high quality product, and now they must inform people about it.
For example, the company can sell the product in restaurants specialized in spicy food. The spicy chocolate can be served as a dessert within the restaurant, or it can be purchased for home use.
Also, the company might consider changing the name of the product. Although Cowgirls Chocolates creates a strong image, the term is not at all related to spicy chocolate. This can be confusing for consumers.
When promoting the products, the company should focus on the health benefits of spicy chocolates, on the fact that the ingredients are organic, and on the fact that there are several advantages that can consumers can benefit from.
The company should associate the image of the products with something that already exists in consumers minds. Same as in the case of spicy food, the companys spicy chocolate can be associated with a certain lifestyle. This way, it would be easier for consumers to make an impression on the companys products, and to decide to at least try the spicy chocolate.
Given the taste of spicy chocolate, it is unlikely that children would like it. Therefore, the company should orient towards the adult category of customers.
This would allow Cowgirls Chocolates to strongly differentiate their products. Associating the companys products with an image suitable for adults rather than for children, would gain an important number of customers because of the novelty of the idea. Then, the company should develop its range of products and services.
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