Cowgirl Study Case

Suyanti Lie

Marketing Communication

Problem 1

- The variant and flavour are too much, so consumer confused to choose and increase the cost

Solution

If cow girl have more variant, cow girl must educate the consumer about what flavour they have and what variant that cow girl have. They can educate consumer by brochure, be a sponsor in the seminar. Example : if there is a seminar and provide a snack, cow girl can be a sponsor of it. Every product have their own performance in addition to the product's sales and profit contribution. Product with poor performance should be eliminated.

Product Flavors & Variant Elimination Strategy - David A. Aaker

Problem 2

- Since U.S only have15 % of consumers that eating hot and spicy, the variant of Chocolate that Cowgirl offer dont have a big segment in US.

The flavour is too spicy for american people.

Solution

- Focus to other variant, for example focus to "Chocolate Caramel" maybe will make american people more accept than focus on spivy and hot chocolate. For example brand of a chocolate "milk" have a hot and spicy flavour, but they dont really fokus on that flavour. Just for a variation.

Problem 3

- The packaging of cowgirl chocolate is too expensive, so the price of the chocolate in market is increase

Solution

- looking for another unique and cheaper packaging to decrease the cost

STRATEGY:

Cost Reduction Strategy - David A. Aaker

Problem 4

- How to choose which one is better between online selling or retail, and about people cant track through the website

Solution

Keep selling in online and retail, because if cow girl stop in retail, not a good decision to stop 2/3 sales of cow girl.

And for the online selling, cowgirl should keep selling because people from anywhere can see the product and purchase even from other city of america or other country. Cowgirl also can upgrade the service so people will more comfort shop by online

STRATEGY:

Growth Strategy - Michael Porter's Competitive Advantage

Problem 5

How