Everyday believes that the current niche status for organic chocolate candy bars can be broadened to a much larger audience through the introduction of a lower-cost organic product that resembles current mass produced favorites. Perhaps fearing cannibalization of existing product lines, current organic chocolate competitors have introduced high-end "designer" type organic products, but have stayed away from introducing organic products that mirror non-organic ones. Everyday will attempt to break out of this mold, by offering organic products similar to Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's at a price point that is lower than organic competitors. Just like in the market for traditional candy bars success hinges on volume sales which will require significant advertising and sales promotions to drive market awareness and consumption.
             A. Relevant History of the Product or Brand
             The selected product is organic, fair-trade certified chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million (Organic chocolate booming in US) which is a small fraction of the overall chocolate market which is about $13 billion in the United States alone (Dworkin, 2007). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising. According to the Hartman Group's report Organic Food & Beverage Trends 2004: Lifestyles, Language and Category Adoption, 66 percent of Americans said they occasionally used organic products, an increase from 55 percent in 2000 (Consumers recognize importance of health benefits).
             Just like in other food markets, issues about sustainability and fair trade are becoming increasing important to consumers. The first fair-trade product was coffee in 1999 and today chocolate is certified through Fairtra...