Cookie Time Ltd. –Business Description
Starting in 1983 when Michael Mayell opened Cookie Time Ltd. in Christchurch in New Zealand (Mayell, 2016). Cookie Time Ltd. is founded on providing more than 20 various types of snack- food products to its customer. According to the 2013 Annual Report, Cookie Time’s turnover was $30 million and it has operated 44 franchises in New Zealand (Harris, 2013). Today, its products are already known as Christmas Cookies and One Square Meal bars around and outside New Zealand. The main target market for Cookie Time includes households and customers who desire healthy food products. Firstly, in every year, Christmas Cookies campaign is targeted at New Zealand households, who are looking for Christmas gifts (Mayell, …show more content…
On the other hand, the main difference between Cookie Time and competitors is that packaged products of Arnott’s and Griffin 's are sold at New Zealand supermarkets, such as Pak N Save and New World, but Cookie Time sells cookies at its franchises and its products are also available online. For organization structure, Cookie Time is organized with family-owned business. Michael Mayell joined with his brother set up the original factory site and they still are joint owners of the enterprise (Wood, 2014). For competitive advantage, Cookie Time achieves two points which lead to differentiation advantage. First point is brand loyalty. In Christmas season, customers are most likely to purchase its products because the iconic red container and the three flavors of Christmas Cookies effectively cultivate consumers to deliver positive speech about this brand among their families. Moreover, Cookie Time has the high quality of customer service. For instance, every Christmas festival, young New Zealand students have been hired to not only sell Christmas Cookies but also experience in selling process (Mayell, 2016). Thus, a role of personal selling has great influence on success of its campaign through visiting customers at workplaces.
Starting in 1983 when Michael Mayell opened Cookie Time Ltd. in Christchurch in New Zealand (Mayell, 2016). Cookie Time Ltd. is founded on providing more than 20 various types of snack- food products to its customer. According to the 2013 Annual Report, Cookie Time’s turnover was $30 million and it has operated 44 franchises in New Zealand (Harris, 2013). Today, its products are already known as Christmas Cookies and One Square Meal bars around and outside New Zealand. The main target market for Cookie Time includes households and customers who desire healthy food products. Firstly, in every year, Christmas Cookies campaign is targeted at New Zealand households, who are looking for Christmas gifts (Mayell, …show more content…
On the other hand, the main difference between Cookie Time and competitors is that packaged products of Arnott’s and Griffin 's are sold at New Zealand supermarkets, such as Pak N Save and New World, but Cookie Time sells cookies at its franchises and its products are also available online. For organization structure, Cookie Time is organized with family-owned business. Michael Mayell joined with his brother set up the original factory site and they still are joint owners of the enterprise (Wood, 2014). For competitive advantage, Cookie Time achieves two points which lead to differentiation advantage. First point is brand loyalty. In Christmas season, customers are most likely to purchase its products because the iconic red container and the three flavors of Christmas Cookies effectively cultivate consumers to deliver positive speech about this brand among their families. Moreover, Cookie Time has the high quality of customer service. For instance, every Christmas festival, young New Zealand students have been hired to not only sell Christmas Cookies but also experience in selling process (Mayell, 2016). Thus, a role of personal selling has great influence on success of its campaign through visiting customers at workplaces.