This report was commissioned to exa

This report was commissioned to examine why the sales volume of Choice Chocolate has dropped over the past two years since its peak in 1998 and to recommend ways of increasing the volume.

The research draws attention to the fact that in 1998, the market share of Choice Chocolate was 37%. The shares of their key competitors such as Venus and Bradbury were 22% and 18% respectively. The size of the chocolate market then was $36 million. Over the next two years, although Choice Chocolate retained its market share the volume of sales in the whole market decreased to $29 million. Further investigations reveal that this market shrinkage coincided with an increase in health awareness amongst consumers who regard the milk and sugar ingredients in chocolate as negative; moreover, since the second half of 1999, an increasing number of rival ‘health candies’ had appeared on the market. These claimed to offer the consumers a healthy alternative. These factors appear to be the major causes of the decreased sales volume of Choice Chocolate.

Slim Choice is the latest chocolate range put forward by the R & D Department of Choice Chocolate. The report evaluates this range and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses significantly reduced milk and sugar ingredients and is endorsed by renowned health experts. According to 97% of the 2000 subjects tested recently, it also retains the same flavour as the original range.

It is recommended:
key-bullet that Choice Chocolate take immediate measures to launch and promote Slim Choice alongside its existing product range;
key-bullet that Slim Choice adopt a fresh and healthy image;
key-bullet that part of the launch campaign contains product endorsement statements by renowned health experts;
key-bullet that Slim Choice be available in health food shops as well as in traditional chocolate retail outlets

Results (Vietnamese) 1:

This report was commissioned to examine why the sales volume of Choice Chocolate has dropped over the past two years since its peak in 1998 and to recommend ways of increasing the volume. The research draws attention to the fact that in 1998, the market share of Choice Chocolate was 37%. The shares of their key competitors such as Venus and Bradbury were 22% and 18% respectively. The size of the chocolate market then was $36 million. Over the next two years, although Choice Chocolate retained its market share the volume of sales in the whole market decreased to $29 million. Further investigations reveal that this market shrinkage coincided with an increase in health awareness amongst consumers who regard the milk and sugar ingredients in chocolate as negative; moreover, since the second half of 1999, an increasing number of rival ‘health candies’ had appeared on the market. These claimed to offer the consumers a healthy alternative. These factors appear to be the major causes of the decreased sales volume of Choice Chocolate. Slim Choice is the latest chocolate range put forward by the R & D Department of Choice Chocolate. The report evaluates this range and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses significantly reduced milk and sugar ingredients and is endorsed by renowned health experts. According to 97% of the 2000 subjects tested recently, it also retains the same flavour as the original range.Đó khuyến cáo:phím-đạn lựa chọn sô cô la có ngay lập tức các biện pháp để khởi động và thúc đẩy sự lựa chọn mỏng cùng với phạm vi sản phẩm hiện có;phím-đạn mỏng lựa chọn áp dụng một hình ảnh tươi và lành mạnh;phím-đạn rằng một phần của chiến dịch ra mắt có chứa sản phẩm xác nhận báo cáo của các chuyên gia y tế nổi tiếng;phím-đạn đó lựa chọn mỏng được có sẵn trong cửa hàng thực phẩm sức khỏe cũng như trong các cửa hàng bán lẻ sô cô la truyền thống