Final Project Marketing Plan Writeup
Marketing Plan
Jessica Gahtan, Nick Hung, Ricky Wu, Harris Khan
Executive Summary
Nu-oats, a snack bar, is a product line extension of Nutella chocolate hazelnut spread. Leveraging the worldwide reputation of the existing brand as well as the expertise of the parent company (Fererro). The bar will be launched in the Canadian market and its marketing communications will be targeting 8-11 year old active children.
Nu-oats is appealing because of its great taste, energy-boosting effect, and lack of artificial colours and flavours. In keeping with the brand strategy Nutella’s current brand strategy, this product will promote active lifestyles and eating healthy snacks.
The snack bar industry has been experiencing rapid growth in Canada. Nu-oats will not only emphasize its taste, convenience, and health benefits, but it will differentiate itself as a ‘fun’ brand. This will be done through an aggressive promotions campaign that will feature television, social media, discounts, a launch event and leveraging existing Nutella Spread sales and be targeted primarily towards the mothers of households looking to purchase alternative snacks for their families.
Priced at a retail value of $4.49, Nu-oats will be at a premium to other competing brands to emphasize the quality that is justifiable under the Nutella brand name. We plan to breakeven not only breakeven in Year 1 but to show profits of $0.61 million. As brand awareness increases over the years, Nu-oats will be able to further penetrate the existing niche market, and extend its target market to a broader group, returning even greater profits, and become a major revenue stream for the Nutella brand.
nu-oats Marketing Plan
Page 2 s
Table of Contents Executive Summary ........................................................................................................................................ 2 Part I: Market and Consumer Analysis
Jessica Gahtan, Nick Hung, Ricky Wu, Harris Khan
Executive Summary
Nu-oats, a snack bar, is a product line extension of Nutella chocolate hazelnut spread. Leveraging the worldwide reputation of the existing brand as well as the expertise of the parent company (Fererro). The bar will be launched in the Canadian market and its marketing communications will be targeting 8-11 year old active children.
Nu-oats is appealing because of its great taste, energy-boosting effect, and lack of artificial colours and flavours. In keeping with the brand strategy Nutella’s current brand strategy, this product will promote active lifestyles and eating healthy snacks.
The snack bar industry has been experiencing rapid growth in Canada. Nu-oats will not only emphasize its taste, convenience, and health benefits, but it will differentiate itself as a ‘fun’ brand. This will be done through an aggressive promotions campaign that will feature television, social media, discounts, a launch event and leveraging existing Nutella Spread sales and be targeted primarily towards the mothers of households looking to purchase alternative snacks for their families.
Priced at a retail value of $4.49, Nu-oats will be at a premium to other competing brands to emphasize the quality that is justifiable under the Nutella brand name. We plan to breakeven not only breakeven in Year 1 but to show profits of $0.61 million. As brand awareness increases over the years, Nu-oats will be able to further penetrate the existing niche market, and extend its target market to a broader group, returning even greater profits, and become a major revenue stream for the Nutella brand.
nu-oats Marketing Plan
Page 2 s
Table of Contents Executive Summary ........................................................................................................................................ 2 Part I: Market and Consumer Analysis