Final Project: Objectives

"Customer insights groups collect customer and market information from a wide variety of sources—ranging from traditional marketing research studies to mingling with and observing consumers to monitoring consumer online conversations about the company and its products. Then, they use the marketing information to develop important customer insights from which the company can create more value for its customers. For example, Unilever’s customer insights group states its mission simply as “getting better at understanding our consumers and meeting their needs.” (Marketing An Introduction, Armstrong/Kotler, Ch. 04, pg. 102) Cocoa Cough’s objective is to produce and sell a better cough syrup brand than the general public has grown accustomed to. We are aiming to create a flavor profile of three different chocolate indulgences that people, especially young children and adolescent adults, will find delicious and tastier than the average cough syrup. If an individual is sampling Cocoa Cough for the first time, then we as a company want it to be significant moment in time, like a first kiss. This experience will lead us to be the number one cough remedy product. "We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects, such as cars, computers, or cell phones. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these." (Marketing An Introduction, Armstrong/Kotler, Ch. 07, pg. 209)