Chocolicious

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Conceptual Framework

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United stats , Canada , UK , Iceland , new Zealand , Switzerland.

Chocolicious

Demographics

Used for celebrations

Income- middle class

Families who have a good income would be willing to buy this product more than people who have a lower income.

Target audience is full nests (families with kids)

Age: 0-40

25-40: Family Formations

People have finally started to have kids and form families. This means that they would now have to buy this product for their own children.

Reason for 20-25: Post Secondary

People in their 20's are known for partying more and these are the years that people have the most to celebrate (graduating universities, getting new jobs, getting promotions, etc).

Reason for 16-19: Youth Market

Kids have reached high school and parties are a very big thing (sweet sixteens, graduation parties, etc). Everything about the party has to be "different" and cool".

Reason for 10-15: Allowance customers

Still are relatively young kids and they are at the age where they want to be "different" and "cool" (chocolate candles are going to appear cooler and different from regular wax candles).

Reason for 0-9: pre customers

They are very young kids and parents tend to celebrate their birthdays a lot (throw parties). Plus, children tend to love chocolates and sweets, so they would want to get this more than regular candles (the more chocolate the better/extra treat0.

Geographic

Western Countries

Main topic

Psychographic

Lifestyle: Someone who is doing well or decent is life would want buy this product more because they would have a lot more to celebrate (birthdays, holidays, anniversaries, new promotions, etc).

Opinions: People tend to want to celebrate and indulge a lot on their birthdays, so a fully edible candle would seem enticing because it would make their "treat" (cake, cupcake, etc) even more delicious.

Attitude towards health: Families aren't comfortable with the chemicals in candles but still want something to put on the cake for celebration purposes (our product is a safe option).

Product use

People who use this product once would prefer it over regular candles and eventually would continue to buy it for their other celebration in the future.

medium use

This is a new product so people would not use it often