Brilliant FiveBrilliant Five

Justin HammonJonah Hontos Mohit Nayyar

Jacob Johnson Sebastian Jimenez

Or maybe four. Or three.Or maybe four. Or three.

Cookie fusionCookie fusion

• Shaped and cut like a pizza.

• Large size of approximately 8” in diameter.

• Each cookie fusion is 10oz.

• A choice of 3 different toppings.

• With a low fat and nutritional base.

Target marketTarget market

Our target market is kids aged from 8 to 16 years old, living in a household with one to three children.

Would they go for it?Would they go for it?

A cookie that is shaped like a pizza.

Yes78%

No11%

No idea11%

Yes

No

No idea

Why are we different?Why are we different?

• Unique and convenient.

• No other competitor offers a cookie which is sliced like pizza and offers the choice of three different toppings with a nutritional base.

• Add variety to the product in a single package.

Food Food Sector: Consumer GoodsSector: Consumer Goods

Trends:• Many food companies are offering healthier

options and new “portion packaging” to spark a renewed interest in fresh cookies.

• Consumers want higher quality and variety in the products that are available.

• The health-oriented cookie segment has also seen a 6% gain since 2001.

http://www.the-infoshop.com/study/mt23274_cookies.html, http://www.aibonline.org/resources/statistics/cookie.html

Keeping up with trends:Keeping up with trends:

• Cookie Fusion is interactive.• There are various toppings and frostings to

choose from.• Cookie Fusion sports a re-sealable package for

later use.• Projected growth for Cookie Fusion is 9.235%.

SWOT analysisSWOT analysisStrengthsStrengths• Original product.• High quality. • Fun for kids.• High adaptability to

changes in market.

WeaknessesWeaknesses • New company.• Limited resources.• Many competitors.• No national recognition.• Limited production

facilities.• Limited access to market.

OpportunitiesOpportunities • Distinctive name and product.• Huge market with possibility to

extend product line.• Stable market.• More awareness of local market.

ThreatsThreats• No patent; competitor can try to

duplicate product.• Competitors are well recognized, thus

they can easily buy out the shelf space.• Competition can sell their product

below market price.• Consumers’ concern about fatty snacks.

Competition pricing:Competition pricing:

• Oreo and Chip Ahoy are $2.95 per 12oz.

• Keebler soft batch cookies are $3.18 per 12oz.

• Mother’s cookies are $2.58 per 12oz, and $3.52 for 18oz.

Pricing Pricing

• We have decided to use a penetration pricing strategy.

• As an introduction price we are going to charge $4.99 per package. Each package will contain 2 cookie bases.

70%

30%

Greater then $4

Less then $4

Retailer cost:Retailer cost:

• Each case will cost $59.84.

• Each case will contain 16 Cookie Fusion boxes.

• Each box is priced at $3.74. This is a 25% profit margin over the retail price.

Wholesaler costs:Wholesaler costs:

• A wholesaler case will contain 34 boxes.

• Each box will be priced at $2.81 for wholesalers.

• Commission of 2.5% per box will be paid if

200 cases are sold within 3 weeks.

• Therefore, you would be saving $.07 per box.

The discounts:The discounts:

• If you buy within the first two weeks, you will get a case free for every three cases you purchase.

• If you keep our display in your store, we will award a 3% discount per case.

• The display is provided for free if you sign up.

Line extensions:Line extensions:

• Seasonal fusion cookies (Halloween, Thanksgiving, Christmas, Easter).

• Party packs, extra large sizes, snack size.

• Seasonal displays.

T.V. stations and their T.V. stations and their viewingsviewings• ABC 11,506, 000

• CBS (CSI) 4,432,000• Nickelodeon 12,820,000 • Disney 13,101,000

Magazines:Magazines:

Family Circle 21,241 4,328 20.4Parents' Magazine 15,463 5,392 34.9

FamilyFun 4,692 1,431 30.5

Total '000 Proj '000 Pct Across

22.97,378 7,378Teen People

9.43,0363,036Nickelodeon

Guerrilla tactics:

• Target schools for opinion leaders.

• Give them incentives to present cookie fusion to their friends, as well as share it with them (Word of Mouth).

How success will be measured:How success will be measured:

• Quarterly sales.

• Feedback from retailers / customers.

• Inventory turnover.