This article (Figure 3) talks about a new type of business that has been developed in Taiwan. The products are Chocolates that are made with Pine Tree extracts. This is a new product on the
market and the inventor is thinking of ways to develop his business. The writer of this article exploited this theory of marketing and wrote an analysis along with the experts’ opinions.
Figure 3- Article on Marketing Strategies for Chocolate Business
The inventor’s original intention was to sell his chocolates to the people who know high-quality chocolates. Therefore he is planning on using the top bloggers on Yahoo to advertise his products to the “real experts on chocolate”. He explicitly explained that if he uses the average food bloggers, his products will look not as professional and high quality.
However the expert from “Small to Medium Business aiding Organization” from the economic sector of the Taiwanese government (providing financial aid to the owner) disapproves his theory. He pointed out that the company lacks the analysis on their targeted audience and the main product message to be exposed to the market. He said that the main message should be “healthy” but not “delicious”. This is mainly because there are other products on the market that sells “delicious” chocolates; therefore the uniqueness of the product is gone. Additionally, his targeted audience “should” be the average adult citizens; this is due to the fact that in recent years the media has really done a good job upon educating people. Therefore people do know what a good chocolate is.
The expert also disapproves his theory on using only the top bloggers instead of average food bloggers. The reason wasn’t specified but I believed that this is because top bloggers and average food bloggers have the same type of followers. The only difference is the number of followers; therefore using the top bloggers doesn’t really differ from the average food bloggers that “actually” have followers that knows food.
These decisions are made due to a poor analysis on the product and the targeted audience.