Cereal Couture Meets Social Networks : A case study on me&goji using Social Networks as a marketing tool to communicate their Value Proposition

Abstract: The cereal couture company, [me] & goji, is the dream of three young entrepreneurs. They were the first online company ever to provide the U.S market with customized cereal mix. This case study finds that online companies with an innovative product such as [me] & goji may benefit from using Social Networks as a marketing channel to communicate their Value Proposition. Supported by Roger's Adoption theory, selected theories on, Value Proposition, Social Networks, and qualitative data gathered from, interviews and surveys several findings were made. The conclusion is that despite offering a relatively non complex product, with a high relative advantage the market may have difficulties with recognizing the value of the product. This is mainly due to the fact that products sold online cannot be tried by the customer until after purchase. This may be perceived as an uncertainty factor for some customers. The main benefit with viral marketing tools such as Social Networks is that they may increase the rate of the market adopting new products.