Market study: Case of Curly

Thèmes abordés

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Résumé du document

This marketing plan aims to provide a short overview of the issues, objectives, strategies and actions of Curly and their expected outcomes for the launch of a new product.

Curly is a firm that was established in 1960; it is in the food business in France and it is represented in every French supermarket.
The main objective of Curly for the upcoming years is to maintain the image of the brand defined as being fun, friendly, reliable and young.
To reach this objective, the company is focusing on a new segment market: young executives, who want to have a fast, original and elaborated meal. To match the needs of this particular segment, Curly came up with a new product, Curly Canape.

Curly Canape differs from the other Curly products. Indeed, it is a toast on which one can put whatever he wants. This product responds to the new trend of drinks and buffet parties, where people like to share time together around the table. Therefore, Curly is entering a new market.
The main points of the launching strategy of Curly Canape will deal with brand-new packaging, the distribution channel, the pricing, and especially a strong advertizing campaign.

These four points will help Curly to make a good entry in the drinks and buffet parties market, which is essential for the launch of this new product because the company hopes to break-even its investment in two years.

Moreover, Curly has to check if its results are good or not, and to anticipate any course of action that can affect Curly's strategy in a negative or in a positive way in order to be as competitive as possible. Indeed, some threats such as the regulation of the French government about the promotion of certain food products influence the sales of Curly.

In the first part, this marketing report will evaluate the current situation and trend of the market, to set the framework of Curly Canape. In the second part, we will discuss the key issues to be identified. Then, we will clearly define our strategy before dealing with an overall strategy that Curly can operate. A detailed action plan and a profit and loss statement will be established and explained. Finally, this marketing report will deal with the control standards to be taken and the contingency plan in case of the launch of Curly Canape shows' results.

Extraits

[...] The Canapé will benefit of all the characteristics which makes Curly so famous, that is the crispy part of Curly and its taste. Curly Canapé will be sold either with a taste of “classic” Curly or in a mix of different tastes, which are tomato, bacon and cheese. The reason of this is to allow to the customers to choose the taste they prefer. The company is entering a new market with Curly Canapé. Therefore, Curly decided to adopt a new packaging. [...]

[...] Curly negotiated with supermarkets the sales display at eye level for Curly Canapé. Curly Canapé will be sold next to the other product of Curly in order to help the customer to make the link between the new product and Curly. Promotion Set the promotional oBJECTIVES How it is said above, the market share to accomplish is + and the target audience is people between 20 and 39 years old who like to spend time their friends. Curly's promotional as to be SMART, Specific Measurable Attainable Relevant Time Bound Since Curly is entering a new market, Curly needs to have a strong advertising campaign in order to make the customer quickly aware that Curly is launching a new product. [...]

[...] IX CONTINGENCY plan Since Curly is operating in a very competitive market, the brand has to always be innovative but also reactive when a threat or an opportunity came up in order to gain/ not lose market shares and improve its profits. Then, Curly has to anticipate any potential course of action which can happen and especially during the launch of a new product. Therefore, Curly came up with these different actions to be taken following a threat or an opportunity. Situational Adjustments X Reference Marketing management, a Strategic Decision-Making Approach, by J.W. Mullins, O.C. Walwer, JR. Powerpoint slide of professor K . Recommendations of professor K. [...]

[...] This part summarizes the overall strategy the Curly will lead during the launch of Curly Canapé. Curly Canapé is bringing a new idea in the drink and buffet party market, a smarter way to have an appetizer. The different tools we decided to use for our marketing strategy will target the young executives. Most of the time, those people like to hang out and have buffet party at home which is the new trendy way to host people. To target those people, we have to catch their interest by making Curly the funniest, youngest, and friendliest as possible. [...]

[...] Indeed, some threats such as the regulation of the French government about the promotion of crackers or the Christmas period could influence the sales of Curly. In a first part, this marketing report will evaluate the current situation and trend of the market, to set the framework of Curly Canapé. In a second part, we will discuss the key issues to be identified. Then, we will clearly define our strategy before dealing about an overall strategy that Curly can operate. [...]