*Consumer Analysis
1. Product: Cowgirl Chocolate's hot and spicy tastes make it a unique product in the market; however, the product name creates a wrong perception on her primary male market. To make a good product, name is an essential part for developing a successful product. Its name should try to match up with company's marketing strategy.
Beside the poor name choice, her packaging and logo designs attract consumer attention elevating the likelihood that her product would be chosen. However, people have a tendency to perceive the tastes of chocolates to be sweet and bitter, making Cowgirl chocolate to be an unsought product for the consumers. Marilyn needs to increase consumers' awareness of her chocolate; therefore, inducing them to purchase the products. The ingredients in the chocolate, such as Cayenne and other chilies, have positive health effects. Marilyn can use such fact to distinct her product from competitive chocolates.
2. Pricing: Marilyn prices her chocolate higher than other brands. Because she uses only the best ingredients, including fresh cream from a local Moscow, to make her chocolate, she has to sell it at a higher price to cover her expenses. Marilyn's set price of her products have a negative affect on "consumers' purchase decision and how consumers evaluated quality of each of the competing." Marilyn failed to use incentives, such as manufacture coupons, to attract new buyers, to ensure repeat purchases, and to expand market shares.
3. Place: "Men are much more inclined to eat hot and spicy foods than are women." Instead of following her marketing research to reach the male market segment, Marilyn placed her chocolates on the shelves of feminine stores, such as Wild Women Traders, a "lifestyle outfitter ...