Marketing plan of Spash & Co

Résumé du document

Our company was invented in 1986 by Samuel Jackson, a commercial in the field of the paper mill. It is a commercial company, specialized in school stationeries for children imported by China. Due to a down-turn in our sales, we decided to launch a new fancy product, owing to an innovative and patented concept, which would allow us to integrate into a still unexploited niche. The launching of the new product is a way to revitalize our sales and increase the turnover. Thus, we decided to work with two subcontractors: a French candies manufacturer and a Chinese pen manufacturer. We want to break the routine of children school life. Our core values are generosity and fantasy. For the back to school scenario we want to enhance promotional programs and increase visibility across distribution channels. Then, we are going to invest money in the new product TV promotion which is an expensive strategy. Our final objective is to increase our sales with a new innovative product for children: the CandyPen. Our three marketing objectives are - Create a new demand, a new consumption moment and to reach the breakeven point of 206 521,739 units.

Extraits

[...] These inferiors' profits succeed in the difficult years. Indeed, between 2000 and 2002, the consumers were less many to buy products of writing: the market fell with in volume, in spite of a progress in value thanks to the arrival of new products. Thus we can speak about mature market, in spite of a policy of innovation. However, the sector is characterized by a complex and plethoric supply in front of which the consumer is confronted with a lack of visibility. [...]

[...] This market exploded the past few years with the new concept of fresh bowl, but it decreases as faster as it grew. In this type of market you have to be in permanent innovation because of the changing trend and taste of consumer. One example of that kind of product which is still on the market today: these Lollipops called launch on the market by Chupa Chups, within sugar, with several citrus-fruit. They are packaged by 6 in a cardboard box. [...]

[...] We want to consecrate a budget to Euros in television publicity, allocated between Wednesday afternoon and Saturday morning of the end of august and beginning of September, in France Canal and Gulli (details of price in appendix). In total, our advertising budget is around of Euros. The break event point is to 206521,739 units, so we have to sell this quantity of Candy sell to profitability our investment. After the analyze of all costs of the product we decided to launch the CandyPen on the market with a Penetration pricing of Euros. [...]

[...] V - Bibliography Books L'essentiel du marketing, Eric Vernette Mercator, Lendrevie Lévy - Lindon Brand child, Martin Lindstrom with patricia B Seybold Internet http://www.insee.fr/ http://www.bicworld.com/ http://www.parkerpen.com/ http://www.wikipedia.fr/ http://www.confiserie.org/html/accueil.php http://www.strategies.fr/archives/1234/123404801/savoir-amadouer-les- enfants.html www.krema.com/ www.chupachups.com/ www.marketing-etudiants.fr VI - Annexes Tariff of the channel: Canal J Figure : Stylo "Charlotte aux Fraises" 2nd Customer 1st Customer The Hood: In order to make our product hygienically safe we did a hood that we can close when we are not eating the candy. The Candy: We made 3 flavors with 3 different colors (apple in green, strawberry in pink and coke in brown). The candy is around 1.5 cm. The Pen: Around 12 cm it is a little bit smaller than a regular pen because of the candy and he writes only in blue. It is a middle quality pen non toxic. [...]

[...] Our supply targets all children between 6 and 15 year-olds however their sex, their location Demographic : Concerning the parents: Sex: Women Age: 30 59 Geographic : No criteria to be respected Social & economic : Income: 19 Academic standard: secondary Occupations: employee, middle managers and intermediate occupations The children will desire the CandyPen., and the parents will buy the product or not. Thus we have a double target because we have to seduce the child but also his parents because only them will decide to buy the product or not. We target children from 6 to 15 year-olds. [...]