MarketingUnit3

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Unit 3
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Chapter 9
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1)What is the competitive set of dessert in which Warm delight is located?
Warm delight is a baked dessert product, therefore any dessert product from the shelf of the local supermarket is a competition for Warm delight. For example: cake mixes, cookie mixes, brownie mixes, muffin mixes, etc.
According to the article the goal of the company is for warm delight to “stand out from other baking goods and reinvent a traditional treat.”

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2a) Who is the target market ?
The marketing donut defines target market as one or more specific groups of potential consumers toward which an organization directs its marketing program. For warm delight the article mentions that the targeted market is women without children. The TV commercial for warm delight proves this statement, as it shows a young woman enjoying the baked treat middle of the night.

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2b) What is the point of difference in regards to the positioning for warm delights?
Since the product was not a baking mix nor was it a cake the company had a trouble positioning the product, but they choose to put it in the cake aisle.

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2c) What are the potential opportunities and hinderance of the target market and position?

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The product is affordable, convenient, and eye catching to the targeted market. These are few of the opportune for the targeted market. However, since the targeted market is single woman there are a limited number of them in the population. The book talks about another hindrance which is related to the positioning of the product. The cake aisle shoppers are usually looking for multiple servings, rather than single serving item, therefore, this limits the consumers.

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3a) What market did Vivian Callaway execute?
Vivian Callaway and her team collected primary data in the marketing research process.
They used an external approach of concept tests to familiarize the innovative product to consumers to get their feedback on how they perceive the product and if they would use it.