New product launching : pancake sirup

Résumé du document

The product we are going to introduce on the U.S. market is new pancake syrup. It is going to be a maple syrup, with great taste, great color, healthy ingredients, and nice packaging. Nothing special s far, you will say, but our product as an added value. It is going to be "Cool". Cool and trendy with a personal color code and personality, it will come with a special atmosphere and will impart a feel-good feeling to the people who taste it. We would like people to identify with the product. Since the market has many barriers at the entry due to hard competition, we really have to differentiate our offer and propose to the consumers something that is special, and that people will want to buy because of the particular personality of our product. We chose to target a young audience; the heart of it will be the 7 to 19 year old boys and girls, that is to say the big kids and the teenagers. We want to create an aura around this product in which this target audience will feel good and identity itself with. The key words will be attitude, trendy, cool, select, fashion, privilege, and "in the move".

Extraits

[...] A turnover of 14 millions for the coming year. Communication Budget Repartition Others Magazines Internet Television 10 Percentage Explanations: o TV: The TV is not very consistent in terms of quantity in comparison to the other media because of its cost (really high) but it is a key Media to reach a large amount of kids because they love TV. In U.S. it is with the Newspaper a really trusted Media. It is also a good way to target our audience. [...]

[...] New product launching : pancake sirup Page 2 of 16 TABLE OF CONTENTS 1. Product definition and story . P03 Marketing Mix (The 4 P's) . P04 - Product . P04 - Price - Place . P P P P P06 - Promotion Function of the product What problem or opportunity does it solve? Name & branding . P Reaching the audience . P08 The target audience . P P08 What drivers will they respond to? [...]

[...] Th ose points are the same distributed in every bottle of sy rup. The website will also g ive news on the company (future new products, etc) and deliver great content for the children (cinema, music, stars, sports, etc.). This portal w ill help them meeting new people from all over the country trough the games. It will also b uild a Community which is important for the company because it builds customers' loy alty . It adds value to the brand and enhances its preference among customers. [...]

[...] Market offers prices from $ 1.85 up to $ Our product will be $ That is not cheap due to our marketing that will cost a certain amount of money. But it is not either expensive in comparison to the high quality of the product we offer. This is a great appeal price that will fit with our trendy image. The has a price that needs to be paid to enjoy its effects. Place Our product will be widely distributed in most of the supermarket. It will indeed be easy to find at a regular price. [...]

[...] Contests will be organized regularly , like drawing a new bottle of sy rup. The winner wil l see its bottles on the supermarket lines a few months after and win great gifts. We will also u se billboards around schoo l This bud get will also help to pay for the use of certain famous characters image, and partnership with others brands Etc. We will also u se Co-Brand ing in order to launch or prod uct more effectively , we chose Lu biscuits. [...]