Chocoberry Case Study

Topics: Marketing, New product development, Product management Pages: 4 (1175 words) Published: October 30, 2011
Whenever a company expands into a new facet of a business, experience can make a difference in their success. Being an importer and processor of cacao beans for many years, Chocoberry has that experience with companies that produce chocolate for consumer purchase. Moving into this space could be done with multiple products. The whole basis for this expansion comes from the idea of straight to consumer products and the trend of chocolate as a health food. Because of that, the idea generation should start there.

There are quite a few methods that Chocoberry could use to determine possible new products for them. They could go straight to the experts in business-to-consumer chocolate production (Crawford). This could mean speaking with other companies or simply having research and development personnel research the companies. They would need to find out the types of products that those companies produce and which are the most successful. If they go with the health angle of chocolate, they would have to see what companies are doing that produce “healthy chocolate.”

The next method they could use would be hire consultants or retired experts in the chocolate industry (Crawford). These people would be able to tell Chocoberry what those successful business-to-consumer chocolate companies are producing. Using the competition’s successful products as a starting point would allow Chocoberry to start with a solid base product and build on it as they see fit. They could also research the competition with published sources (either print or internet). This would tie in with going to the experts if they could not research or interact directly with the business-to-consumer companies. Using published information about the consumer chocolate products they are looking at creating would help in determining what products they could produce and sell successfully.

Finally, they could go right to the customer. By means of focus groups or interviewing, Chocoberry could determine...
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