Dollar Store Analysis Jason Russell

Positive Attributes Sour Blast Spray Candy Sour Blast Spray Candy Target audience: children between age 3 & 12 Target audience: children between age 3 & 12 Fun & innovative candy alternative Fun & innovative candy alternative Eye catching appearance Eye catching appearance Good overall structure Good overall structure Relatively cheap (Dollar Store) Relatively cheap (Dollar Store) Claims to be diabetic friendly Claims to be diabetic friendly

Negative Attributes Warning label Warning label Poor ad campaign Poor ad campaign Doesn't establish its presence Doesn't establish its presence Boring flavors Boring flavors Poor branding Poor branding Competitor already established foothold of the market Competitor already established foothold of the market

Pros vs. Cons Even though the pros seem to be about even with the cons, this product remains in the dollar store. Even though the pros seem to be about even with the cons, this product remains in the dollar store. The reason behind this… The reason behind this… The majority of products don’t fail because of performance. They fail due to marketing related deficiencies. The majority of products don’t fail because of performance. They fail due to marketing related deficiencies.

Warning Label This warning label would potentially deter a parent from shopping for this product for their child in order to avoid health problems. This warning label would potentially deter a parent from shopping for this product for their child in order to avoid health problems. Sour Blast states that potential harm can occur if it comes in contact with ones eyes. Sour Blast states that potential harm can occur if it comes in contact with ones eyes. Major concern for a young child’s use Major concern for a young child’s use

Warnings? Youtube 2 youtube 2youtube 2

Poor ad campaign Sour Blast did not develop a good ad campaign to promote its product This led to no hopes of overtaking its competitor, Warheads, which had already captured its young, strung out (kid on left) target market.

Failed Presence Because people had not been made aware of its existence there was no method for further advancement. Because people had not been made aware of its existence there was no method for further advancement. The only people that might purchase the product are the ones who happen to stumble across it in the store. The only people that might purchase the product are the ones who happen to stumble across it in the store.

Boring Flavors Instead of venturing out and trying to capture consumers on a note already set for a novelty approach, Sour Blast settled for traditional flavors. (cherry, blueberry… you get the idea) Instead of venturing out and trying to capture consumers on a note already set for a novelty approach, Sour Blast settled for traditional flavors. (cherry, blueberry… you get the idea) Competitors ran with the extreme approach and set themselves further apart. Competitors ran with the extreme approach and set themselves further apart.

Poor Branding The problem with their branding technique is that there are 3 other names, which confuse the purchaser of what it is actually called. The problem with their branding technique is that there are 3 other names, which confuse the purchaser of what it is actually called. This makes it hard to find and recognize in the marketplace. This makes it hard to find and recognize in the marketplace. Due to similar attributes, a consumer may mistake the competitors brand for its own. Due to similar attributes, a consumer may mistake the competitors brand for its own.

Lack of marketplace Since Warheads presence was already firmly in place from previous products, its debut of the spray candy was much more successful. Since Warheads presence was already firmly in place from previous products, its debut of the spray candy was much more successful. Couldn’t find a spot on a kids tv network because it was already filled. Couldn’t find a spot on a kids tv network because it was already filled.

Conclusion Sour Spray Candy, although a quality product, will remain in dollar stores for precisely these downfalls in their marketing decisions.