pièce chocolate co..pdf - Pice chocolate co acquisition...

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Unformatted text preview: Pièce chocolate co. acquisition acquisition Media Average CPM Impressions Total Facebook $11.17 50,000* $560 Twitter $6.72 Instagram $5.00 Magazine $10.00 100,000* $1000 January February March April May June Discounted chocolate sales opportunity – Post Christmas Valentine’s Day Easter Chocolates Easter Sunday Mother’s Day Father’s Day July August September October November December Canada Day Chocolates X X Halloween X Christmas Media Average CPM Impressions Total Facebook $11.17 50,000* $560 Twitter $6.72 10,000* $67.20 Instagram $5.00 50,000* $250 Magazine $10.00 100,000 $1000 acquisition Month Keyword/ Targeted Market Type Average Cost Projected Impressions Jan Chocolates online/ Ontario Google ad 8071 Feb Valentine’s day chocolate/ Ontario Google Ad March Easter Gift/ Ontario April Projected Click through Rate Daily Max. Monthly Total 3.5% $4 $121.60 2500 11.2% $5 $152 Google ad 2367 14.6% $5 $152 Easter Gift/ Ontario Google ad 2367 14.6% $5 $152 May Mothers day ideas/ Ontario Google ad 1217 19.8% $6 $182.40 June Fathers day present/ Ontario Google ad 686 30.8% $5 $152 July Chocolates online/ Ontario Google ad 8071 3.5% $4 $121.60 August Chocolates online/ Ontario Google ad 8071 3.5% $4 $121.60 Sept Chocolates online/ Ontario Google ad 8071 3.5% $4 $121.60 Oct Halloween Gift/ Ontario Google ad 1669 19.9% $6 $182.40 Nov Chocolates online/ Ontario Google ad 8071 3.5% $4 $121.60 Dec Christmas Chocolate Google ad 6958 6.2% $7 $212.80 experience Trendy Taylor Parent Pat Aging Ashley Merchandising Worksheet: Our product offerings conversion Product Product Description Product Price Related Up-sell/Parent Product Milk Chocolate 100g block of milk chocolate with a standard geometric design. Constantly the same design. Minimum order of at least two bars, 5.99 Cross sell to the other flavours of chocolate. Upsell to the bundles of 3 and 5. White Chocolate 100g block of white chocolate with a standard geometric design. Constantly the same design. Minimum order of at least two bars, 5.99 Cross sell to the other flavours of chocolate. Upsell to the bundles of 3 and 5. Dark Chocolate 100g block of dark chocolate with a standard geometric design. Constantly the same design. Minimum order of at least two bars, 5.99 Cross sell to the other flavours of chocolate. Upsell to the bundles of 3 and 5. Monthly Package The package will contain: three bars of regular chocolate, 2 of the specialist, magazine containing artist information and information regarding theme and art from the artist 29.99 Upsell to premium monthly package and cross sell to yearly subscription. Yearly Subscription 12 Monthly packages at a discounted price 279.99 Upsell to premium yearly subscription. Premium Monthly Package Same contents as the monthly package with the addition of: the art being signed with a personal message to the customer and it arrives earlier than the regular package. 39.99 From monthly package. Premium Yearly Subscription 12 premium monthly packages at a discounted price. 319.99 From yearly subscription. conversion Detailed Product Information conversion Our conversion goals ● Conversion rate = 1% for the first quarter then; 2% after 12 months of operation ● Average basket size = 2 ● Average ticket size = $104.70 conversion Browsing Visitors ● ● ● Not here to purchase Attracted by visual advertisements Impulse purchase only Strategy: ● Optimise/facilitate impulse purchases ○ Through targeted communications if a previous customer e.g. email ■ Mail as % of traffic source ■ Target 2.5% conversion Background Research Visitors ● ● ● Visitors whose goal is to investigate the product area/brand Do not intent on making a purchase on this visit Impulse purchase possible Strategy: ● Provide stimulating information and website design to convert them to a focused visitor/buyer. ○ Design web pages to have desirable user experience features ■ User experience testing ■ Target of 80% across board conversion Focused Research Visitors ● ● ● Aware of the product/brand Seeking product information Impulse purchases possible, aim is to convert to focused visito Strategy: ● Provide information in an engaging format, with a simple navigation system ○ All relevant product information available, simple navigation based upon a menu system that is compatible across all devices ■ User experience testing based upon time taken to find information ■ Target’s vary from type of information, e.g. 30 seconds to find product information compared to 20s to find product offerings. conversion Focused Visitor ● ● ● Intent on making a purchase this visit Repeat customers Key; do not lose the purchase Strategy: ● Create a smooth checkout process and maximise transaction value ○ Efficient website design to allow users to complete the checkout quickly. Enhance value through product suggestions at checkout, in order to qualify for free shiping or due to their benefits compared to what is in the basket currently. E.g. monthly vs premium monthly ■ Add-to-cart rates on checkout pages ■ Target is 8% retention Retention starts like this: Satisfaction → Loyalty → Referrals Establish a niche based on our audience aspirations, lifestyles and needs to have more engaged and loyal customers than our competitors. Make our customers feel like they are part of something bigger, as having a Customer Retention Rate of 65% at least. 1.1 Use a network of influencers on social media in order to increase our brand and product awareness 1.1.1 Personal Promotion Codes, Online Reviews, Ambassadors, Channels 2.1 Increase switching costs with Artificial costs: Loyalty Programs, VIP Membership, Surprise and Delight → Bring back the “lost sheep” 2.1.1 Spread word to mouth: Feeling appreciated and special, top 15% customers receiving personalized cards and free samples every two months. Contests with prizes to win 3.1 Create a customer community around our brand 2.1.1 Create a YouTube channel → Let our best customers, employees, ambassadors express themselves ! Similar idea to GoPro! More than a product. Retention starts like this: retention Satisfaction → Loyalty → Referrals Customer Churn Rate - Retention starts like this: retention Satisfaction → Loyalty → Referrals Repeat Customer Probability - Retention starts like this: retention Satisfaction → Loyalty → Referrals Profitability per Order - Retention starts like this: retention Satisfaction → Loyalty → Referrals Loyal Customer Rate - A Complaint is a Gift support 96% of customers don’t complain. 80/20 rule Deliver higher than expected levels of service to each and every customer, as fast and efficiently as possible. 1.1 Developing continuously and structuring in an innovative manner our website as much as possible. 1.1.1 Focusing social media and newsletter interaction → Millennials expectations → Fido inspired methods, personal agent online. → The new “Uber” online support (students) 2.1 Turn a complaint into a gift. 2.1.1 Take a second opportunity to turn the customer to a lifetime one → gifts, compensation, discounts on subscription, long-term contact after help - ...
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  • Fall '17
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