Sum-up of the presentation
The topic is the customization of chocolates through internet.
M&M’s recently launched a very interesting website : the site aims at customizing the product before offering it through the post office ; the client can choose a color and a message on the candies, but under a big constraint : only messages one 2 lines, up to 8 letters per line are accepted.
Other mass consumption brands offer that kind of service:
- La Fraise : customization of t-shirts ; internauts can upload their own drawings the website, then other customers vote for the different projects and say if they would like tu have one of these shirts. Thanks to the vote the company chooses to produce the most popular pieces.
- NikeID : Nike decided to offer a revolutionary service for top-customers : one can choose the shoe’s colors, pattern, width etc ; of course it is more expenseive than the average Nike sneakers, but the price is quite reasonable (USD 100-150)
As a matter of fact, we consider these websites as very attractive one. We don’t really know if these businesses are or will be successful. But, considering the reaction of our audience, we can consider that their hypothetic success will be supported by two main arguments: innovation and fun.
Innovation: These services provide a way of having personalized goodies instead of having the average product.
Fun: the surf on the website is easy and it’s a real pleasure to use it.
Regarding chocolates, we built up this quizz, for interactivity with the audience :
1) How did chocolate arrive in western countries? => It arrived from America in 1528, brought in Europe by a conquistador named Cortès. Legend says Colombus was offered chocolate beans by Indians, but he thought it was goat’s rejections and thus did not bring it in Europe…
2) What is going on with Cadbury these days? => the famous british company is about to be bought by Kraft Foods (http://www.youtube.com/watch?v=qavqOxOKgIM)
3) What does ‘Milka’ stand for? => Milch + Kakao in German, i.e. Milk + Cocoa in English ; this chocolate was created in Germany in the 30’s
4) What is the price of the world’s most expensive chocolate? => USD 2600 per pound ; it is a truffle produced in Pennsylvania (http://most-expensive.net/chocolate-world-2)
5) What is the world’s most popular chocolate bar? => Snickers, from 2005 on ; before it was Mars, but both belong to Mars company anyway, which was created in the US in the 30’s.
Link sources:
Nike ID: http://nikeid.nike.com/nikeid/index.jsp
My M&M’S: http://www.mms.com/us/
La Fraise: http://www.lafraise.com/
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