Cowgirl Chocolates Essay

2008 Words9 Pages
Kim Ouellette AC0515160 BM350 Marketing Management Assignment 8_16 02/16/2013 Cowgirl Chocolates Cowgirl Chocolates was started in 1997 by Marilyn Lysohir and her husband, Ross Coates. Marilyn and Ross are artists and devote much of their time to their artistic endeavors. Marilyn is a ceramicist and lecturer who is internationally known and has a successful ceramic art business. Ross is a sculptor and a professor of fine arts at a nearby University. As a labor of love, Marilyn and Ross began publishing a once-a-year arts magazine called High Ground. More a multimedia product than a magazine, the 600-copy production of this product does not pay for itself, so Marilyn and Ross have continually sought other ways to provide income to cover the costs of production for High Ground. Cowgirl Chocolates began as one of those ways. The company has been in business for four years and has not achieved profitability nor has it achieved a significant growth in sales. While Marilyn has had some success positioning Cowgirl Chocolates products in various locations throughout her town, she has limited success expanding outward. Cowgirl Chocolates products serve a very unique niche-the products are not simply for people who enjoy spicy food but for those in that group craving something distinctive. Because of this extreme specialty, it is not easy to find Cowgirl Chocolates customers. Cowgirl Chocolates has positioned itself as a specialty chocolate company with unique, one-of-a-kind spicy chocolates. Its “tough” cowboy or cowgirl image is reflected in the company logo and packaging which is printed with bold lettering and wording. Market statistics show that more men prefer hot and spicy food than women. The company logo, “Sissies Stay Away,” may draw men toward the product, viewing it as a challenge. However, the logo may have the

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