DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING



DESIGN A CANDY BAR & STRATEGIC MARKETING PLAN

Introduction: The Candy Bar Industry: The top 10 favorite chocolates in the United States include the Hershey bar, Oh Henry, M&Ms, Baby Ruth, 3 Musketeers, Milky Way, Butterfinger, Kit Kat, Reese's Peanut Butter Cups, and Snickers. These brands have a long life cycle; but every year new candy bars are introduced into the candy market.

Because most candy bars are purchased on impulse in the store, the candy bar package wrapper must communicate strongly on its own. Therefore, the candy wrapper is as important, if not more, than the actual product and its promotions.

Learning Objectives: For this course-long activity, you will create a new company, design a new candy bar product, and create a Strategic Marketing Plan for that product.

Steps for this course-long project:

1. Fill in the Parts of the attached worksheet as instructed in your Learning Plans. The worksheet will expand as you fill it in. Please Do NOT work ahead.

2. Use the grading rubric below to assist with developing each Part.

3. Draw the package for your candy bar using PowerPoint or other software.

4. Before you submit the Worksheet review the criteria and self-assess.

Rating Scale/Scoring Guide Worth 100 points

A: Exemplary work; shows high level of insight, depth, or precision

B-C: Accomplished criterion; met criterion adequately

D: Did not fully demonstrate the criterion; needs additional work or clarification

F: Did not demonstrate the criterion; item missing, incomplete, or incorrect

|Criteria |Ratings |

| |A B-C D F |

|Part 1: Corporate name is unique, creative and relates to a candy manufacturer. It doesn’t copy another candy manufacturer. |10 8 6 0 |

|This does not have to be the candy bar name. | |

| | |

| | |

|Mission statement is less than 25 words and defines the purpose of your business and identifies its customers, markets, and | |

|products. It is written to inspire others. | |

|Part 2: Primary Target Market includes the following: |10 8 6 0 |

|Age Range is small and represents a generation (Examples: Ages 5-12 OR Ages 12-17 OR 18-21 OR Ages 21-35, etc. Do NOT say | |

|“all ages”) | |

|Age Generational Name: (Examples: Baby Boomer, Gen Z, Y, etc.) | |

|Income level (Examples: low or middle or high Do NOT say “all incomes”) | |

|Geographic Location for new product rollout (Examples: Midwest OR Wisconsin OR Wausau, etc.)Do not make this too large!) | |

|Lifestyle (Examples: healthy, indulgent, active, entertaining, sports minded, rural, city, camper, hiker, etc.) | |

|Part 3: |10 8 6 0 |

|Product name is unique and relates to product main ingredients and the target market. Ounces are listed on the package and | |

|relates to price and competitors package size. | |

| | |

|Price is listed per bar and credibly matches the ingredients/packaging. (If expensive ingredients are included, the bar costs | |

|more or vice versa.) | |

| | |

|List the Wholesale Cost to Retailer (per bar and per case). Your profit as manufacturer and the Retailer Profit % based on SRP| |

|Suggested Retail Price (SRP). | |

|See Learning Plans for formulas | |

|Part 4: Two top competitors are listed: name/ingredients/price/and how it is different from your bar List retail stores in |10 8 6 0 |

|your rollout geographic area where your competitor bars are sold | |

|NOTE: Do NOT list Hershey’s, Snickers, etc. unless your bar contains VERY similar ingredients. | |

|Part 5: List two retail outlets in the specific geographic area listed in Part 2 where you will roll out your new candy bar: |10 8 6 0 |

|(Examples: Give names of retailers in your target’s geographic location. Grocery, drug, schools, sports games, gyms, fine | |

|candy stores, convenience stores, Internet, malls, others. ?) | |

|Do not include Wal-Mart or any other big box retailer for the initial roll-out. | |

|SWOT Analysis. | |

|List 2 of each: strengths, weaknesses of your internal organization and opportunity and threads outside your organization | |

|Include a recent trend in the candy bar industry as one opportunity. | |

|Part 6: |10 8 6 0 |

|Fill in EVERY bullet. | |

|A. Slogan/tag line is creative and relates to candy bar main benefit or differential advantage. It isn’t generic or applicable| |

|to “any” product. | |

|B. Media Promotions: Specific types are related to your geographic rollout area and your target market. | |

|C. Consumer Promotions: Specific types are listed after each bullet Specific types are related to your geographic rollout area |10 8 6 0 |

|and your target market. | |

|D. Trade Promotions: Specific types are listed after each bullet. | |

|Part 7: Candy bar wrapper is designed using PowerPoint, Paint or Microsoft compatible software on a separate sheet. Quality is|10 8 6 0 |

|college level. | |

|The following are visible on the front of the wrapper: | |

|a) Ounces b) brand name c) tag line/slogan/images-color-font is professional, credible and realistic. | |

|Worksheet has no spelling/grammar errors and is written in professional Business English language. |10 8 6 0 |

|Thought, care and detail is evident throughout worksheet |10 8 6 0 |

TOTAL POINT EARNED ___________________/ 100

|Design a Candy Bar & Strategic Marketing Plan Worksheet |

|Student Name_____________________________ |

|Part 1: |Your Corporation Name: |

|Your Company Name & Mission |Your Corporate Mission Statement: |

|Statement | |

|Part 2: |Age Range: |

|Primary Target Market |Age Generational Name: |

| |Income level: |

| |Geographic Location for product rollout: |

| |Lifestyle: |

|Part 3: |Unique New Candy Bar Brand Name: |

|Describe your Product |Main Ingredients: |

|& Price |Ounces: |

| |Cost of Production (manufacturer) |

| |Wholesale Cost to Retailer (per bar): |

| |Your profit as manufacturer %: |

| |Suggested Retail Price (SRP) Per Bar to Consumer: |

| |Retailer Profit % based on SRP: |

|Part 4: |2 closest competitor candy bars with similar ingredients on the market: |

|Competitive Candy Bars |Competitor #1 |

| |Name: |

| |Main Ingredients: |

| |Price Per Bar: |

| |How my bar is different from this competitor: |

| |Sold In which retail stores in your geographic rollout area: |

| |Competitor #2 |

| |Name: |

| |Main Ingredients: |

| |Price Per Bar: |

| |How my bar is different from this competitor: |

| |Sold In which retail stores in your geographic rollout area? |

|Part 5: |Specific retail stores where my target market shops and where I will initially sell my bar: |

|Place/Distribution |Retail Outlet #1 |

|Where will consumers buy it? |Retail Outlet #2 |

| | |

| | |

|SWOT Analysis/ Differential | |

|Advantage |SWOT analysis of your organization: |

| |Internal strengths: |

| |1. |

| |2. |

| |Internal weaknesses: |

| |1. |

| |2. |

| |External Opportunity: |

| |1. A recent trend in the candy bar industry is: |

| |2. |

| |External Threat: |

| |1. |

| |2. |

|Part 6: |A. Slogan/Tag Line that identifies a main benefit of your candy bar: |

|Promotion | |

|How will you reach your consumers?|B. Media used that your target market uses: |

| | |

| |Magazine Names: |

| |Newspaper Names: |

| |Names of TV Shows: |

| |Radio Station call letters and type of music: |

| | |

| |C. Consumer Promotions: |

| |Type of coupons: |

| |Sweepstakes: |

| |Contests: |

| |Sales: |

| |Displays: |

| |Others: |

| | |

| |D. Trade Promotions to retailers: |

| |Allowances |

| |Display money: |

| |Ad co-op money?) |

| |Others: |

|Part 7: |Draw/design your wrapper using PowerPoint, Paint or any similar Microsoft software on a separate page. If |

|DRAW your candy bar package |you use a non-Microsoft product, please save it as a .pdf or .png or .jpg. |

| |Ounces are visible. Color and graphic/photos are visible on front. |

| |Brand name is easy to read and prevalent on package |

| |Tag line may be visible on package! |

| |Photo/drawing is credible and realistic |

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