Marketing Strategy: Jet-Puffed Marshmallows

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  • Topic: Kraft Foods, Marketing, Marshmallow
  • Pages : 24 (7333 words )
  • Download(s) : 76
  • Published : April 15, 2012
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Marketing Plan

Table of Contents

I. Executive Summary______3
II. Company Background________________________________________________________5 III. Kraft Vision Statement______________________________________________________ 6 IV. Corporate Responsibilities ___________ _______________________________________ 6 V. SWOT Analysis__________ _________________ 7

- Figure 1_______________________________________ _______________ _____ 7 - Strengths______7
- Weaknesses_____ 7
- Opportunities______8
- Threats _______________________________________________________________9 VI. Environmental Scan______________________________________ 9
-Competitive ___________________________________________________________ 9
-Regulatory ____________________________________________________________ 9
-Social ________________________________________________________________10 VII. Market Situation _________________________________________________________ 11
- Figure 2____________________________________ _________________________11 - Figure 3 ___________________________________________________ __________12 VIII. Target Market___________________________________________________________ 12 IX. Identification of Competition________________________________________________ 14

-Figure 4_______________________________________________________ ____ 14
-Figure 5 _______________________________________________________ _ ____ 15 X. Market Strategy____________________________________________________________16 XI. Product __________________________________________________________________17

-Packaging____________________________________________________________ 17
- Figure 6_____________________________________________________________ 18
-Product Strategy_________________________________________________ ____ 18
-Figure 7_________________________________________ ____________________ 19 XII. Position____________________________________________________________ _____20
-Figure 8 _____________________________________________________________ 20
-Figure 9_________________________________________________________ ____ 21 XIII. Pricing Strategy___________________________________________________ _____21 XIV. Product Placement_______________________________________________________ 21 XV. Promotion__________________________________________________________ ____ 22

-Figure 10____________________________________________________________ 24
-Figure 11____________________________________________________________ 24 XVI. Implementation___________________________________________________ ____ 25 XVII. Financials__________________________________________ ______________ ____ 26

-Figure 12________________________________________________________ ___ 27
-Figure 13____________________________________________________________ 28 XVIII. Business to Business____________________________________________________ 28 VII. Bibliography__________________________________________ _30

Executive Summary:
Jet-Stuffed Marshmallows is a spin on popular combination of chocolate and marshmallows, which will be Kraft Foods’ newest product.  Kraft is the ideal parent company of this product because they already have a big share in the food industry so brand loyalty could be a key component to launching this product. Jet-Stuffed Marshmallows will offer a new, needed product to the current food market. The target market for this product is defined as white, married women, ages 18-49, living in the southern region of the United States. The secondary market is children 5-12 years old because they can be reached through a different advertising channel, but can still passes on the message to their parents (the primary market). This is also a very new, unique product to the market so it can be an innovator to the industry. An innovative product can be very profitable because being a step ahead of the competition...
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