1. Toaster Pastry In Germany Group 8 BM-B Anshat|Gaurav | Megha |Pavani | Shubham | Vikram

2. Case Company’s existing product line: packaged cookies and bakery items New product(American): jelly/fruit filled pastry; heated in a toaster Considering launch in Germany; with modification Informal sampling test showed positive results Better liked without icing; packaging was felt to be distracting People receptive to having it with breakfast/afternoon coffee Acceptable price : max. US $3 per box Product targeted towards young adults, not averse on buying packaged food Though no technical difficulty in usage; the habits and norms of Germans are different from Americans

3. German Demographics 1987: 60.87 Million people in West Germany 1990: German Reunification 70 Million in Federal Republic of Germany Declined Fertility Rate, High World War causalities : Population Disproportion

4. Media Reach Atleast One television and Radio in every household Cost of reaching 1000 readers : $10.87

5. Hofstede Model

6. Elements of Cross Culture Consumer Behavior

7. Entry in a Foreign Market Geographic Area wrt Culture Needs Affordability of Product Values Distribution, Legal Structure Ways of Communication Ethical Implications of Marketing

8. Needs The society is individualistic yet does not go against the social norms. Fresh and Daily cooked food is preferred over prepackaged food The product can fit into Morning breakfast Evening snack A personal care for guest Healthy, fresh food

9. Affordability Consumers are Young professional College students Families No other investment required Per capita income of $34000, indicates no constraints on the purchasing power wrt price

10. Ethical Implications of Marketing Marketing ethics deals with the moral principles behind the operation and regulation of marketing Stringent government laws on Promotion Content Monitored by legal counsel E.g. Comparative advertisement is illegal

11. Variation in Cultural Values Other- oriented values Society’s view of relationships between people Environment- oriented values Society’s view of relationships with environment Consumption Purchase Communications Self- oriented values Objectives/ approaches to life society finds desirable

12. Variation in Cultural Values

16. Segments Families Young professionals-Single households Working couple

17. Target Segment Young professional-single households, Working couple Profitable : 40% TG is a class which is time pressed needs faster cooking alternatives, acceptability would be higher Youth would be more receptive of new products than older generation

18. Product Planning Features Creamy icing Fruit in the middle Indicates Innovation Health Consciousness

19. Communication Planned: “A fruity dessert for breakfast and snacks” Suggestions: Stress on increasing acceptability New category Creation should be on focus: warm breakfast So alternate positioning: A no-fuss, fruity, nutritious, warm snack to start your day

20. Advertising- Promotion Communication would right now further toaster pastry as a snacks time dessert, and eventually push it as a warm breakfast alternative Marketing material would focus on: Nutritional qualities Different uses of toasters Prepares on the go Media: Newspaper, TVC In-store sampling

21. Media Resources Newspaper, TVC In-store sampling

22. Dankeschön!