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However, people have a tendency to perceive the tastes of chocolates to be sweet and bitter, making Cowgirl chocolate to be an unsought product for the consumers. Marilyn needs to increase consumers' awareness of her chocolate; therefore, inducing them to purchase the products. The ingredients in the chocolate, such as Cayenne and other chilies, have positive health effects. Marilyn can use such fact to distinct her product from competitive chocolates.
2. Pricing: Marilyn prices her chocolate higher than other brands. Because she uses only the best ingredients, including fresh cream from a local Moscow, to make her chocolate, she has to sell it at a higher price to cover her expenses...
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