Cereal Marketing Plan free essay sample

By Christine Shao Name and appropriateness of choice OMG is a pet phrase among teenagers and also I want to deliver a message to costumers that the cereal has amazing taste. Our target customers are teenagers, so the word ‘ACTIVE’ is used to describe how the teenagers should be. Summary of market position OMG Active Cereal is a new breakfast cereal which is based on rice bran. Rice bran has a high nutrition value and is rich in anti- oxidants and beta-glucan, which naturally helps lower cholesterol re-absorption. It is made from 100% wholegrain rice imported from China DongBei where produces the top rice in the world. It is also high in fibre, iron and the B vitamins, B1, B2 and niacin. OMG Active Cereal is especially added omega-3 and zinc which improve the teenager immunity. Current Market Economic factors The CS Company is a leader in the natural products industry. We are a market leader in all natural food products including a variety of cereals, shakes, crackers, and snack bars. We had an estimated industry income of $4. 78 million last year. The life cycle stage for this industry sector is the Growth phase, as individual rates and employment rates. Cultural factors About 33% teenagers in Australia have the habit to eat cereal in the morning. Nowadays, more and more people realize the importance of a healthy breakfast . Our market is potential. The Product SWOT analysis Strength- The principal strength of our new product is that it enters the marketplace belonging to a company with a fantastic reputation. The CS Company is a leader in the natural products industry. We are a market leader in all natural food products including a variety of cereals, shakes, crackers, and snack bars. The company is known within the industry to empower people to achieve health and wellbeing by offering all natural foods that are minimally processed and free of highly refined sugars, unnecessary additives, and preservatives. CS is a highly distinguished company and any new product released by the organization is in good standing at inception based on reputation alone. Other notable strengths in OMG Active Cereal include: †¢We will use excellent grocers as global channels of distribution (i. . , Woolworths, Coles, and IGA etc. ) †¢ Our pricing strategy is below most of our competition, giving OMG Active Cereal a competitive edge with consumers looking for value for their money. Weakness- A major foreseeable weakness OMG Active Cereal may encounter is that the cereal could be perceived by the public as just another â€Å"nutritious cereal†. There are many kinds of nutritious conscious cereals in today’s market produced by several different companies. Each year, a few more of these cereals are created and placed on each and every grocer’s shelves. A weakness for our newly released cereal could be that breakfast-eating consumers will group OMG Active Cereal along with the average nourishing cereals before eating or becoming cognizant of our cereal’s fantastic features other than especially served for the teenagers. Threat – OMG Active Cereal‘s most noteworthy threat is that soon, many cereal companies will also release a breakfast product that focused on teenagers. Opportunity Compared to the rest of the market, OMG Active Cereal‘s most notable opportunity is that it is the first cereal which is especially served for the teenagers at the ages of 13 years to 19 years. Competitor analysis OMG Active Cereal has two major competitors- Uncle Tobys and Kellogg’s. Accounting to an online research statistics in 2011, Uncle Tobys Oats came out on top of the competition, winning the most satisfied customers. Other brands like Kellogg’s Coco Pops and Kellogg’s Crunchy Nut are also popular. Target Market Our marketing department concluded that it is very similar to, if not exactly, the same market our other cereals have. We plan to target both males and females at the ages of 13 years to 19 years. These individuals will be in secondary school, high schools and university. Most people, who begin to gain more energy, do so by the time they’re in their adolescence. Our target market described is the one intended by most all nutritious and healthy breakfast cereals. In fact, the costumers who will buy them are always those mums. We must convince them that it is beneficial to their children and they can give more to their children at a similar price. As with the case of these cereals, OMG Active Cereal will target those Mum who are, above all, conscious about their children’s health, growth and development. Marketing Goals In the next 6 months, OMG active cereal can take 10% cereal market in WA and by the end of the product’s first year of distribution, we expect our projected sales of the cereal to be at least $10 million, have a gross margin of at least 50%, and exceed a net profit of $2. 5 million. It is going to expend sales in whole Australia and overseas countries in the next two years. We aim to increase our awareness of our product in our target market and have a majority of costumers as repeat customers who return to purchase our OMG active cereal at least once a month. Marketing Strategy Product OMG Active Cereal is a new breakfast cereal which is based on rice bran. Rice bran has a high nutrition value and is rich in anti- oxidants and beta-glucan, which naturally helps lower cholesterol re-absorption. It is made from 100% wholegrain rice imported from China DongBei where produces the top rice in the world. It is also high in fibre, iron and the B vitamins, B1, B2 and niacin. OMG Active Cereal is especially added omega3 and zinc which improve the teenager immunity. OMG Active Cereal offers a wide range of flavours. These include: * chocolate, * vanilla, * strawberry , honey Price When OMG Active Cereal distribution of begins in grocery stores, we will be selling a package of 36 boxes 16. 56 kg for $140 each (shipping and handling included in pricing). In other words, we are charging the stores an average of $3. 89 per box (460g) while our suggested retail price for grocers is $4. 99 per box. Grocery stores will make a net profit of $1. 10 per box OMG Active Cereal of that i s sold. Compared to the rest of the marketplace, the $4. 99 cost is extremely reasonable for the end consumer. Below is a chart of several leading nutritious cereals.