2010 Consumer Behavior Project. Team focused on gathering primary and secondary data in regard to a troublesome product or brand, and provide marketing recommendations based on findings.

1. Le Whif in the US Market MKTG 3040 May 6, 2010

2. Agenda

4. Released in Paris initially and launched globally last spring in select stores across the world, currently sold online, and soon to be released for US retail

7. Prospective strategy to utilize a “franchise model” on college campuses with students as ambassadors (John Staff)

8. Plan pushed back to the fall

9. High novelty purchaseProblem: People don’t like the product because they don’t understand what it is an where it fits into their life.

11. Majority have tried low calorie food snacks

12. Quality is most important attribute of food

13. Median Household Income: $76,680

15. Live a fast-paced lifestyle

16. Price is the most important attribute when buying food

17. Disposable income of $200/month

19. Primary Research: In-Depth Interviews

21. 13 questions

22. Variety of Likert, categorical, ordinal and numerical questions

23. Launched for two weeks on Qualtrics

24. Respondents: 235

25. 173 Young Female Segment

26. 47 Adult Woman Segment

28. Consumer Behavior Concepts

30. 61.5% of people who stated they were interested in Le Whif also said they would be willing to spend $3.00 for it

31. Increased trial of the product, more people who are interested in the product would be willing to buy it, and those who originally said they would pay $3.00 for it will perceive it as a value“I think I would try it. I would only make the switch if it wasn’t a huge price difference.” Alex Baldwin

33. Mean interest in Le Whif chocolate was less than neutral (1 or 2 on a 5 point scale)

34. 28 of 99 who were not at all and not very much interest in Le Whif were interested in the Le Whif coffee variety, which is in addition to those who are interested in both

35. Young Experiencers who expressed interest in Le Whif consider image to be important

36. Motivation

37. Utility of fast and easy caffeine source and novel coffee experiencewww.lewhif.com

39. Places that have a similar hip vibe as an art museum gift shop or novelty item store, yet are habitually visited by our segment

40. Examples around Minneapolis:Café Latte, Bread and Chocolate, Turtle Bread, and Zeno

42. Generate Buzz

43. Create positive word of mouth about the product

44. Trial booths and Sponsorships

45. Events such as fashion shows, film festivals, gallery openings, etc. on large and small scales.

46. News sources and other mass non-marketer sources were ranked second for new product informationEx: Fashion Show

48. Price Le Whif as something affordable, yet high enough to signal quality.

49. $2.50 was affordable, yet high enough to signal quality to our Health-Conscious Adults, without alienating our Young Experiencers by being priced too high. Maryanne Fortuna, stated that she would spend two to four dollars an upscale chocolate

51. 59.57% of our respondents indicated having tried low-calorie diet options

52. Motivation

54. Quality is most important to this segment when purchasing a food item

55. 59.57%of our respondents in this segment indicated having tried low-calorie diet options

57. Generate buzz

58. Emphasize mass non-marker influence through opinion leaders that this segment looks to, such as Oprah.

59. Feature product in popular media

60. “O” magazine, and on daytime talk shows such as Regis and Kelly or The View.

61. Conduct product demos/ trials

62. Within upscale grocery stores, malls“O” The Oprah Magazine

63. Questions?