Cowgirl Study Case
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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 products 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 Porters Competitive Advantage
Problem 5