Grenadier Marketing Case Analysis

Marketing Plan

Grenadier Chocolate Company Limited:

The Milk Mate Decision

Company Description:

Grenadier Chocolate Company is a midsize firm that was founded in 1973 by Mr. Ronald Berg with the aim of developing and marketing Milk Mate milk flavoring. This product is a new, milk modifying, instant chocolate syrup for household use. This is a premium product and a first of its kind. Milk Mate is a syrup as opposed to the competition which is all powder form. This quality along with great taste, texture, color, and convenience all make Milk Mate brand the very best when it comes to milk flavoring. The company believes that this product will succeed in national distribution after its initial introduction.

Grenadier Chocolate company stands behind its product and believe that the high quality and higher price strategy will prove to be successful.

Strategic Focus and Plan

The mission of Grenadier Chocolate Company is one that entails high quality and fair prices to the consumer. Consumer satisfaction is the number one priority and the company revolves around this principle while at the same time offering a challenging and fair work environment for its employees.

The goals of Grenadier Chocolate Company include:

1. To become the brand that is synonymous with high quality pertaining to the market it competes in.

2. To achieve market penetration in its introductory market.

3. To achieve national distribution within a period of 2 years.

4. To keep up and set the pace with innovative products.

Financial Goal

1. To achieve 10% growth in subsequent years

Situation Analysis

Industry

Milk modifiers are used by consumers to create a flavored milk drink. The products are sold as a powder that is to be mixed with milk. Chocolate flavor accounts for about 80% of the total milk modifier sales. In 1974 there were 23 million pounds of milk modifiers sold. The market itself is very stable and has a growth rate that is roughly