The German University in Cairo

Faculty of Management Technology

Project Management

|INNO714|

Report 4
Student Name:
Farah Osman Mohamed 49-1152
Sama Hassib 49-6814
Hana Anous 52-6617
Mariam Ahmed 52-3453
Nayera Khalaf 52-1699

Tutorial: 4

Supervised by:
Dr. Rasha Saad
TA. Ahmed Samy
Introduction:

In today’s dynamic world of consumer preferences, Molto Croissants recognizes the importance
of staying the leader in its industry. In this collection of reverse brainstorming insights, we
explore four challenges and possibilities facing Molto as it seeks to innovate in its offerings in
order to align with Gen-Z’s interests. From redesigning the packaging to cater to a younger
demographic without compromising brand identity, to a new chocolate-covered croissant that
requires a specific refrigeration process, Molto aims to penetrate the market with its Sweet Eat
line because of its new and creative flavors. Moreover, Molto addresses the growing
sustainability issue. By searching for environmentally friendly practices that meet the quality of
Molto starting from ingredients to packaging, Molto will appeal more to Gen-Z which is their
main target audience.

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Reverse Brainstorming for Molto Croissants: Packaging Redesign Contest
1. Define the Problem:
Upon the qualitative analysis, it was found that This question was testing Gen Z’s opinion on the
new Molto Yoms packaging. The majority, 58.9% liked Yums’ packaging while 41.1% didn’t
like it. Therefore we can grasp the fact that gen-z is into changing the current Molto packaging
Molto's wants to be up to date to meet Gen-Z requirements. They want to update the packaging
to be more appealing to this demographic.

2. Reverse the Problem:

How can Molto recreate its packaging taking into consideration Gen-z style and requirements ?
Instead of handing over complete control to Gen-Z, in order not to lose their existing customers
and maintain their brand identity

3. Brainstorm Original Ideas:

● Run a social media contest where Gen-Z users submit redesign ideas.

4. Reverse the Brainstorming Ideas:

● Social Media Contest: Low quality, copyright issues, production problems.
● Logistics and costs: it is very costly to run such contests
● Gen-z control issue: letting Gen-z control how the packaging looks might lead to loss of
brand identity and loyal consumers.

5. Identify Solutions:
● Focus Groups: Gather feedback from Gen-Z consumers through focus groups to inform
the design process.This could be done through organized workshops, some Gen-z
consumers could be hosted to brainstorm through mood boards and design materials, also
this will lead to grasping what colors and fonts Gen-z are more into and the overall
aesthetics of the packaging.

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 ● Limited Edition "Remix" Packages: Create limited edition variations on the existing
design with Gen-Z trends. This could be done through develop series of limited edition
packaging however, this should be incorporated with the existing packages for example
Incorporate trendy colors, patterns, or interactive elements that appeal to Gen-Z, however
Molto has to maintain the identity of the current packaging for example they can integrate
their iconic blue packaging with new colors

● Social Media Campaign with Specific Prompts: Molto can use UGC by doing an online
contest on social media platforms such as TikTok, where they can encourage Gen-z to
share their ideal Molto packaging by posting photos or videos and use a unique hashtag
(e.g., #MoltoMakeover). And the winner can actually have a graphic photo of them on
Molto’s packaging for limited amount of time

Reverse Brainstorming for Molto Chocolate Croissants: Fridge Edition

1. Define the Problem:
Upon the interviews’ insights in qualitative research, it was found that some of interviewees
were interested in Molto to be coated by chocolate, not only chocolate filling but a chocolate
coat too on the outside therefore, Molto can introduce a new chocolate-coated croissant (white
or dark) but requires them to be stored in the supermarket fridge alongside chocolates, , even
though they are still pastries. However the new line would be treated more as chocolate because
otherwise it would melt. However this might confuse consumers and impact sales as its
completely new line that has not been introduced or seen before.

2. Reverse the Problem:

How can Molto create a chocolate-coated croissant that performs well in supermarkets’ fridges,
embracing fridge placement and focusing on its unique chilled chocolate experience to position
it as a desirable, innovative treat?

3. Brainstorm Original Ideas:

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 ● Focus on chilled experience: this could be done by highlighting how cool a chilled
chocolate croissant could be and this could be done through the development of a
marketing campaign emphasizing the unique texture and refreshing taste of the cold
chocolate coating.
● Special "Fridge-Friendly" packaging: Molto can design packaging that emphasizes the
refrigerated storage requirement such as they can use baby blue packaging that represents
the icing and the coldness, also it could have like ice cubes on the packaging

4. Reverse the Brainstorming Ideas:

However Molto can experience some drawbacks such as
● Chilled experience campaign:
○ Molto consumers are not used to the chill croissants and they are only used to
seeing croissants as room temperature pastries. Therefore this would require a
huge campaign with strong market strategy to overcome the skepticism of this
new line.
● "Fridge-Friendly" packaging:
This could be misinterpreted by some as a limitation or a sign the product is not fresh. As they
might think that if it's refrigerated then it is not as fresh as the regular ones.

5. Identify Solutions (leading to Fridge Placement):

To overcome the skepticism of the new concept which is refrigerated croissants, Molto will have
to do a huge campaign as BTL and ATL, as they are approaching untapped market and Molto
will need to reposition itself as Premium "Chocolate Croissant Bar" positioning as the Package
of the chocolate croissants in a format similar to chocolate bars, targeting them as a luxurious
chilled treat. This will lead to This leverages the existing association with chocolate in the fridge
section. Molto can also work on a dedicated "Chilled Pastries" section by working with
supermarkets to create a dedicated "Chilled Pastries" section in the fridge aisle. This normalizes
the concept of chilled pastries and positions Molto's chocolate croissants alongside similar
innovative products. Lastly, they need to have a Clear labeling and education of the packaging to

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highlight the intentional chilled storage requirement and promote the benefits of the unique
chilled chocolate experience. ALso, Educate consumers on the enhanced flavor and texture of
the cold chocolate coating.By embracing the new concept of fridge placement and positioning
Molto as the chocolate-coated croissant as a premium chilled treat or part of a new "Chilled
Pastries'' category, Molto can turn a potential challenge into a unique selling proposition for Gen
Z consumers. For the campaigns, for the BTL they can sponsor events like concerts where Gen-z
could be highly targeted especially in concerts of singers such as Marwan Mussa, Legacy,
cairokee , etc.. with redbull for example and distribute the chilled Molto along with the chilled
redbull to give the consumer memorable experience. For the ATL they will need to do TV ads
and billboards that emphasis the coolness and freshness of the new choco coated chilled Molto

Reverse Brainstorming for Molto Chocolate Croissants: Sweet Eat (new sweet flavors)
1. Define the Problem:
Many customers voted for new sweet flavors to be launched, so that they can have a variety of
options to choose from when craving something sweet. Some of the offered flavors were lotus
and pistachio.

2. Reverse the Problem:

Customers may not respond to the new flavors molto in going to offer

3. Brainstorm Original Ideas:

Focusing more on providing more flavors that can meet different consumer tastes.

4. Reverse the Brainstorming Ideas:

- Maintaining quality while offering diverse flavors.
- Balance customer preferences with providing traditional flavors
- Maintain consistency for the offered products’ flavors

5. Identify Solutions:
Through precise market research, we may identify certain flavors as molto and pistachio.

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To stimulate excitement, these new flavors might be launched as limited-time offers at first,
generating a sense of excitement and exclusivity; after collecting feedback we can launch them
as official flavors. Effective marketing and promotion techniques, such as social media and
collaborations with food influencers such as reemsfood, yomnasfood and banouraeats. This will
raise awareness. Tasting samples in-store allows customers to experience the flavors for
themselves, overcoming any doubts and encouraging them to try the new items. Actively
requesting customer feedback allows you to assess their response and make modifications as
needed, ensuring that the flavors are always enhanced. We can also launch Molto Influencers
based events similar to the one coca-cola launches every year.

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Reverse Brainstorming for Molto Chocolate Croissants: Sustainability

Define the problem:

Molto aims to enhance its market appeal and increase customer preference by addressing the
growing demand for sustainable snack options and reinforcing its sustainable image. This was
identified through the previous findings that showed the majority of 64.4% making 47
respondents stated that they would be more likely to purchase molto if it used sustainable
materials,

Reverse the problem:

Despite Molto's efforts to enhance its market appeal and sustainable image, it struggles to
effectively respond to the growing demand for sustainable snack options, resulting in decreased
customer preference and limited market share.

Brainstorm Original Ideas:

Focusing on getting involved with more sustainable practices and image

Reverse the Brainstorming Ideas:

To adopt these sustainable practices, molto would face some challenges such as:
1) High costs: Implementing sustainable practices can often involve higher costs compared
to normal methods as it is similar to implementing a whole new system and these costs
could be passed to the consumers in terms of higher prices. These costs include changing
the supplier and packages.

2) Time consuming: Researching and implementing sustainable practices can be time

consuming as It may take longer to identify and integrate sustainable practices into the

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 existing operating system and also conducting market research, identifying suitable
suppliers or redesigning the production processes.

3) Return on investment: as mentioned above, adopting sustainable practices may involve

initial investments and higher costs which can take time to make and see the benefits and
profits of such a move.

4) Consumer Education and Perception: Educating consumers about the value and benefits
of sustainable practices is essential as some customers may not be aware of the
environmental impact or the added value of sustainable choices which makes it costly
and time consuming to come up with strategies and plan to raise awareness about such a
topic as collaborations with influencers“Mariam diaa” or even posting daily on social
media accounts

Identify Solutions:

1) Sustainable Ingredient Sourcing: This involves seeking out ingredients and packages
from sustainable and ethical suppliers which could help in improving the image of the
brand. The criteria could be such as organic certification, fair trade partnerships or
supporting local businesses and communities which would provide such benefits as
improved product quality, reduced environmental impact, supporting ethical and
responsible supply chains.

2) Get into more sustainable ingredients as gluten free: Molto can explore incorporating
sustainable and allergen friendly ingredients like gluten free grains or alternative flours in
their snack formulations. This helps in reducing water usage which will help in
decreasing the costs for molto. This would satisfy a wider range of dietary needs while
also considering the sustainability of ingredient choices which would increase the
demand on molto.

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3) Packaging Innovation: Molto can focus on developing packaging that is more
environmentally friendly. This may include using compostable or recyclable materials
which will reduce packaging waste or designing innovative packaging solutions that
minimize environmental impact in general.

4) Transparency and Education: Molto can prioritize transparency by providing clear

information about their sustainable practices including ingredient sourcing, production
processes and packaging choices. This could help in educating and increasing the
awareness of consumers about the brand's commitment to sustainability which can help
build trust and loyalty. This communication could be done through social media accounts
such as stories on instagram or posts on facebook “Did you know that..” or even
including it as an info part of their normal ads and through the product labels.

5) Community Engagement: Molto can engage with the community through various
initiatives such as sponsoring and participating in local events as “Bazarna & Cairo
runners”. This allows Molto to connect with consumers, raise awareness about both
sustainability and the brand itself and showcase their brand's values and contributions to
the community.

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Conclusion:
In conclusion, Molto faces challenges and opportunities in aligning with Gen-Z's interests and
enhancing its market appeal. Potential solutions were provided include redesigning the
packaging, introducing chocolate coated croissants, offering new sweet flavors and addressing
sustainability.

For the packaging redesign, Molto can gather feedback from Gen-Z consumers and create
limited edition "Remix" packages with trendy colors and patterns. A social media campaign can
engage Gen-Z users in redesigning the packaging.

To introduce chocolate coated croissants, Molto can focus on the unique chilled experience and
develop a marketing campaign emphasizing the refreshing taste and texture. Special "Fridge-
Friendly" packaging can highlight the refrigeration requirement.

For new sweet flavors, Molto can conduct market research to identify popular options such as
lotus and pistachio. These flavors can be launched as limited-time offers and effective marketing
techniques like social media and collaborations with influencers can raise awareness.

Addressing sustainability can be achieved through sourcing sustainable ingredients and

developing environmentally friendly packaging. Transparency, education, and community
engagement initiatives can help build trust among consumers.

By implementing these solutions, Molto Croissants can position itself as a leader in its industry,
catering to Gen-Z's interests while maintaining brand identity and appealing to a broader
customer base.

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