Tony ‘s Chocolonely is a Dutch company that crazy about chocolate. They are continuously looking for new categories to develop products for. That is why, besides their chocolate bars, they introduced Tony’s sprinkles in 2007. After a year of trying, this product was withdrawn due to the high costs, inconvenient packaging and a short shelf life. However, Tony’s still believed in the sprinkles market.

 

Me and my project team worked on an analysis of the company, the sprinkles market, the competitors and the customers. The conclusions drawn from this analysis gave insight into the opportunities of the sprinkles market for Tony’s. A general product and positioning strategy were presented to introduce Tony’s sprinkles again.

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This project was strategy focused. Attention was paid to:

Consumer research
Competitors
Price, Place and Promotion
Brand recognition an Brand-identity
Product shape