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Idea confusion, I was struggling to come up with an idea that I wanted to pursue as my original one was too difficult, I continued to converse with peers and tutors and brainstorm and eventually came up with my current idea Candy Kittens Strays.

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I completed a quick instagram poll which targeted mainly 18-24 year olds and some 25+ year olds, this was to get more responses to a few key questions i sent out in my survey and asked in my focus group. From this I found:
-A high % of the participants said sustainability and the environment was important to them
-44% did they look for environmentally friendly options, went food shopping
-once again, a high percentage said, they would purchase food products which aid waste reduction
-54% said they purchase food products based off appearance, 12% said no they didn’t and 33% said only sometimes

From these answers, I can infer producing a product like Candy kitten Strays has a high chance of being accepted into the target audience.

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Throughout the weeks 3-12 I have been checking the sweets isle in stores I enter to see which places Candy Kittens have concessions. From this I have found they sell Candy Kittens in stores like:
Costa
Tescos
Sainsbury’s
Waitrose
Selfridges
Holland and Barrett
ASDA
However, in most stores they only sell the 2 best selling flavours ‘Sour Watermelon’ ‘Very Cherry’.

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Candy Kittens brand extension
-Producing a brand extension to target a different section of the current 18-24 year old target market
-Producing a new bag of sweets using waste production from current production lines, such as misshapen sweets or close to the sell by date
-Named ‘Strays’
-Will use a range of digital marketing techniques to come up with new objectives for acquisition, conversion and retention

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Start
(Primary research)
-Survey✅
-Focus Group✅
-Printing ✅
-Interview xxx
(Project appearance)
-Adobe Illustrator designs ✅
(Theories)
-Porters ✅
-Ansnoff✅
-BCG matrix ✅
-stages theory ✅

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I created handouts for the presentation which would be an example of the product and, what would be handed out to consumers as testers at pop ups.

I got the sticker printed on environmentally friendly labels which can be recycled and they were stuck on tins which could be reused or recycled also!!

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I tried different ways to contact the brand but unfortunately, I had no responses. Ways I tried to contact them:
-LinkedIn message
-Instagram Dm
-Contact us section on their page
-Email
-Comments under their social media pages

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Core quotes:
“Weaknesses probably the price because they’re very expensive”

“Educate customers more about why the should buy the products”

“I would never choose to buy sweets from online”

Findings:
-The people who were in my focus group were the new target audience for Candy Kitten Strays, them saying the product was too expensive gave evidence the consumer are looking for cheaper products and so are implemented into the strategy
-Further i used the education comment in my referral email marketing where the core body will be explaining the environmental benefits and reasoning behind the products
-The final quote gave me reasons to do the big tour pop ups to allow consumers to make purchases in real life.

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I completed a google docs survey which got responses from 100 people these were:
-Key findings show 69% of people have heard of the brand Candy Kittens, showing the brand is pretty established as the survey has responses from ages 18-65+.

-Over half (56%) have purchased from the brand previously.

-However, a Hugh 85% haven’t heard of the brands sustainability mission statement.

-Majority of respondents say they consider the environment half the time when food shopping

-78.8% would purchase food options which aid the environment if it was available for a cheaper price

-41.1% of participants said social media marketing campaigns were influential to them, and 29.3% said large unique campaigns were.

These were vital to discover if people in the 18-24 age bracket care about the environment or would be willing to purchase products which help aid waste reduction.
Most responses were positive towards the succession of my Candy Kittens Strays idea.

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This week I have started to build a base knowledge on candy kittens looking into the brand and where they have concessions. I went looking for them in stores and started asking friends and family if they had heard of the brand.

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I have just completed my internal SWOT analysis to see where the brand can improve in the market and what areas its currently excelling in.

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This week I went looking for all of the candy kitten flavours in shops as I wanted to try the product I was researching about, after many searches in a very large Sainsbury’s I found majority of the products and was able to try them all.

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-Enhancing the credibility of Candy Kittens sustainability statement
-Aiding the reduction of waste food products from production line
-Benefitting people struggling in the cost of living crisis allowing them to try ‘premium’ products for a lower price
-I personally like the brand as it is a ‘healthier’ option when wanting sweets, this is important to me as i do CrossFit and food is very important to ensure the best training sessions. Candy Kittens are a way to get the sugar needed without being overly unhealthy

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This week i had previously built up a good base secondary and some primary research like the survey to start my report fully. I completed a large amount while continuing research on the side.

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I am completing my focus group this week, I have developed a range of question and gathered a group of uni students in the Gen z new target customer. One of them being vegetarian which also helps as this enhances the target audience.

Prior to this I have gotten the participants to fill out a consent form so I can use the information they provide in the focus group for educational purposes only.

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This week the core focus has been the development of my presentation! I have completed the majority of the report and pulled essential information from this for my presentation. Along with the design of it too.

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This week I feel I have developed enough knowledge and have a great understanding of what I want the project to look like in my head. I have taken a day in the IT rooms to complete all my designs for my tactics/strategies. I have used a mixture of Adobe Photoshop and Illustrator to develop all the base ideas, then transferred them onto Canva for mock ups.
I have designed:
Referral email marketing
SEO/PPC
Affiliate posts/General posts
Posters
App
Too good to go app edits
Stickers for printer

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I talked to a local printer (MSPC limited in Hertford) and got my product example made today, in preparation for the final FMP presentation.