CASE Cowgirl Chocolates

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CASE Cowgirl Chocolates, SUMMARY, case analysis, discussion question

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-SUMMARY
Company History
The product
Distribution and Pricing
Promotion
What Next?
Discussion questions.

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Company History
Cowgirl Chocolates was started it business in 1997 by Marilyn Lysohir and her husband, Ross Coates. Both are artists. Marilyn was an internationally known ceramicist and lecturer; Ross was also a sculptor and a professor of fine arts at a nearby university. They had started publishing a once a year arts magazine in 1995 called High Ground. However, High Ground simply would not pay for itself. But the magazine was a labor of love for Marilyn and Ross, and they sought creative ways to fund the endeavor. One of the ways they tried was seling hot and spicy chocolate truffles.
The product
Cowgirl chocolate sold its hot and spicy creations in three basic forms: individually wrapped truffles, chocolate bars, and a hot caramel dessert sauce. The individually wrapped truffles were available in a variety of packaging options, with most of the packaging designed to set Cowgirl Chocolates apart. The chocolate bars were available in either orange espresso or lime tequila crunch. The plain chocolate, mint, and orange truffle were packaged in gold wrappers while the lime tequila truffles were packaged in green wrappers.
Even though Marilyn had a lot of chocolate product lines, she was also in the process of introducing “mild-mannered” truffles. Mild-mannered truffles were simply the same fine German chocolate that Marilyn started with to produce all of her chocolates, but without the spice. She thought that having the mild-

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