Biscotti Bakery - Marketing
MARKETING
Initial sales efforts have been concentrated in the Amarna Valley primarily because of the ease of handling direct distribution. The next immediate step is to facilitate shipping. Biodegradable shipping containers and packing materials will be used to ship all sizes of packages. The costs incurred, from $.40 to $1.83, will be passed on to the recipient as a handling charge. This is a standard industry procedure.
The distinction between biscotti and American cookies is noteworthy, since biscotti are a new faction in the established U.S. cookie industry. Using the universal appeal of cookies, biscotti has the potential for a nonexclusive target market. Five years ago, biscotti were known only to Italian-American communities in larger cities. Now, they tend to be purchased by up-scale urbanites and suburbanites because of the price. (Compare Choco-Wafers at $2.99 per pound with biscotti at $9.95 per pound).
The retail placement of biscotti among...
[The entire page is 448 words long]
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