Dollar StoreDollar StoreAnalysisAnalysis

Jason RussellJason Russell

Positive AttributesPositive Attributes• Sour Blast Spray CandySour Blast Spray Candy

• Target audience: children Target audience: children between age 3 & 12between age 3 & 12

• Fun & innovative candy Fun & innovative candy alternativealternative

• Eye catching appearance Eye catching appearance • Good overall structure Good overall structure • Relatively cheap (Dollar Store)Relatively cheap (Dollar Store)• Claims to be diabetic friendlyClaims to be diabetic friendly

Negative AttributesNegative Attributes

• Warning labelWarning label• Poor ad campaignPoor ad campaign• Doesn't establish its presenceDoesn't establish its presence• Boring flavorsBoring flavors• Poor brandingPoor branding• Competitor already established Competitor already established

foothold of the marketfoothold of the market

Pros vs. ConsPros vs. Cons• Even though the pros seem to be Even though the pros seem to be

about even with the cons, this about even with the cons, this product remains in the dollar store.product remains in the dollar store.

• The reason behind this…The reason behind this…• The majority of products don’t fail The majority of products don’t fail

because of performance. They fail due because of performance. They fail due to marketing related deficiencies. to marketing related deficiencies.

Warning LabelWarning Label• This warning label would potentially This warning label would potentially

deter a parent from shopping for deter a parent from shopping for this product for their child in order this product for their child in order to avoid health problems.to avoid health problems.

• Sour Blast states that potential harm Sour Blast states that potential harm can occur if it comes in contact with can occur if it comes in contact with ones eyes.ones eyes.• Major concern for a young child’s useMajor concern for a young child’s use

Warnings?Warnings?

Youtubehttp://http://youtube 2

Poor ad campaign Poor ad campaign • Sour Blast did not Sour Blast did not

develop a good ad develop a good ad campaign to promote campaign to promote its product its product • This led to no hopes of This led to no hopes of

overtaking its overtaking its competitor, Warheads, competitor, Warheads, which had already which had already captured its young, captured its young, strung out (kid on left) strung out (kid on left) target market.target market.

Failed Presence Failed Presence • Because people had not been made Because people had not been made

aware of its existence there was no aware of its existence there was no method for further advancement.method for further advancement.

• The only people that might purchase The only people that might purchase the product are the ones who the product are the ones who happen to stumble across it in the happen to stumble across it in the store.store.

Boring FlavorsBoring Flavors• Instead of venturing out and trying to Instead of venturing out and trying to

capture consumers on a note already capture consumers on a note already set for a novelty approach, Sour Blast set for a novelty approach, Sour Blast settled for traditional flavors. (cherry, settled for traditional flavors. (cherry, blueberry… you get the idea)blueberry… you get the idea)

• Competitors ran with the extreme Competitors ran with the extreme approach and set themselves further approach and set themselves further apart. apart.

Poor BrandingPoor Branding• The problem with their branding The problem with their branding

technique is that there are 3 other technique is that there are 3 other names, which confuse the purchaser names, which confuse the purchaser of what it is actually called.of what it is actually called.

• This makes it hard to find and This makes it hard to find and recognize in the marketplace.recognize in the marketplace.

• Due to similar attributes, a consumer Due to similar attributes, a consumer may mistake the competitors brand may mistake the competitors brand for its own.for its own.

Lack of marketplace Lack of marketplace • Since Warheads presence was Since Warheads presence was

already firmly in place from previous already firmly in place from previous products, its debut of the spray products, its debut of the spray candy was much more successful.candy was much more successful.

• Couldn’t find a spot on a kids tv Couldn’t find a spot on a kids tv network because it was already network because it was already filled.filled.

ConclusionConclusionSour Spray Candy, although a quality Sour Spray Candy, although a quality

product, will remain in dollar stores product, will remain in dollar stores for precisely these downfalls in their for precisely these downfalls in their marketing decisions.marketing decisions.