Introduction

Our product is called Crunchy pops.

The idea behind crunchy pops is that they provide a quick snack or breakfast for someone who is on
the go. Assembling a full breakfast may be a challenge for someone with a tight schedule, and many
people believe that breakfast is an important meal, so crunchy pops fill the need. Someone can also
snack on a crunchy pop in the middle of the day, with some people carrying crunchy pops so that they
can keep their blood sugar under control. Before a workout it can provide more energy, and likewise
they can be consumed at a low point in the work day.
The nutritional value of crunchy pops varies considerably. Many companies make versions which are
heavily sweetened, with a low fiber content and few vitamins or minerals. While these crunchy pops
may be tasty, they do not confer very much nutrition, and they may not provide the same benefits as a
healthier version. Especially when crunchy pops are being eaten as a meal replacement, it is important
to seek out a crunchy bars which provides some basic nutrition, rather than a cereal bar which is
basically a sweet treat in wolf's clothing.
There are some things to look for when buying such bars which can be used to select a product with the
most nutritional value. The sugar content should be low, ideally less than 15 grams, while the fiber content
should be high, usually above five grams. High protein is another thing to look for, as are vitamins like C
and A, with a cereal bar ideally having at least 25% of the daily value of two or more vitamins. Avoid
cereal bars which are dipped in candy coatings, or cereal bars with ingredients like marshmallows,
chocolate chunks, and other candy ingredients. Dried fruit and nuts are good ingredients to look for, as
they can provide extra nutritional value.



















Marketing Mix

Marketing mix strategy is a set of controllable tactical marketing tools that firm blends
to produce the response it wants in target market. Marketi ng mix often called as
the 4Ps Product, Price, Promotion and Place. Our company has produced a
new product base on this strategy.


Product:
Our company has produced a new product which called Crunchy pops. It is marketed to fulfil
the consumer wants and needs. It can also be called as an energy bar. Crunchy pops is made
f r om cer eal , whol e gr ai n wheat , mi l k, and nut s . I t cons i s t much
nut r i t i on whi ch can provide us with a combination of essential nutrients like
fibre, vitamins and minerals. Whole grain foods play an important diet in our daily life.
Cr unchy pops has been j udged by t he Heal t h Depar t ment whi ch ens ur es
t hat i t i s suitable serve to everyone. Crunchy pops is cons i der ed as a
conveni ence goods and i s an inexpensive item. Consumer would buy
frequently, without much conscious thought. Compared to the others a brand, our
product has a new image that attracts consumers attentions. We have used a unique
name that sets the product apart from the other competitors. This makes the consumers easily
remember our product name and be more aware to our products. Besides that we also
design a slogan which created more awareness by consumers. Through this method,
the consumer will recognize our product when they are considering a particular product
category. Our product name is shown as below:

Packaging of a product is known as an important part of a product. It helps
to pr ot ect t he pr oduct f r om damage, cont ai n t he pr oduct , pr omot e
pr oduct benef i t s , communicate and add convenience to the consumer. Fonterra
Company had decided to create a new image of packaging to attract more attention from
consumer and made more awareness to the market. Our new package is convenience
for the consumer cover is designed for an easy opening. The information provided on the
packet includes the ingredients, operating instructions, expiry date, nutrition information
and vitamin and mineral content. It enables the consumer to read before they
purchase our product. For example, our product is approved by the Indian Health Ministry
and a mark that shows that our product had passed the test.




Price
When we were to decide to set our new products price, we had faced a problem.
There are some companies who had produced same category product with us. So, we tried
not to set a high price to competitors. So, we had decided to set a price at Rs.
25 per pack. This is because lower price generally lead to higher sales volume.
Although the crunchy pops is not expensive, but it still can help our company to gain profit.
The price had support the organizations operating, administrative and research and
marketing cost like advertising and sales. The other r eas on we do not s et a
hi gh pr i ce but pr i ci ng at t he near mar ket pr i ces i s we t r i ed t o reduce price
wars in the industry and get the double win situation. We had to choose two types
method for pricing crunchy pops, price skimming and penet r at i on pr i ci ng.
Among t hes e t wo met hods , we had chos en t he pr i ce s ki mmi ng method. We
set an initial high price to cover our new product costs and generate a profit. Therefore, our
new product price is still affordable for everyone and the consumer will be willing to
purchase crunchy pops.

Promotion:
Promotions are the activities which the firm undertakes to communicate and promote
products to the target market. Therefore, it is very important that if a business wants to
succeed, it should have a sales promotion strategy in mind. The primary objective of a sales
promotion is to improve a company's sales by predicting and modifying the target customer's
purchasing behavior and patterns. Sales promotion is very important as it not only helps to
boost sales but it also helps a business to draw new customers while at the same time
retaining older ones. Our crunchy pops promotional strategy can consist of:

Advertising: advertising is any non-personal paid form of communication using any
form of mass media. Crunchy pops will be promoting through advertising media such as
newspaper, mails, magazines, radio and internet.

Web site promotion strategy: And information about our crunchy pops available can
increase visitors to our company site as well as making money online. This can help
consumers to more understand the functions and features of crunchy pops.

Outdoor advertising: we will advertise crunchy pops on signs, banners in stadiums and
billboards.

Sales promotion: short-term promotional activity commonly designed to stimulate
consumers and used to obtain an increase in sales. For example, we will hold Trade
Shows in which we rent booths to display, demonstrate crunchy pops to consumers or
give free trial eat our crunchy pops to consumers in campus and shopping center that are
for let the consumers aware crunchy pops and its goods.

Public Relations: creates positive relations with their communities, investors,
industry analysts, government agencies, and the news media. Companies seek
favorable publicity to create interest in their products. Consumer contests, games and
consumer sweepstakes will be conduct to increase sales by means of contests. Besides
that, we also can promote our crunchy pops through special-event sponsorship such as
charity, beauty contest or model contest.


Place:
Firstly, crunchy pops will sell in every city of India especially in Delhi, Mumbai, Chennai,
Kolkata etc. for trial sale. We will distribute crunchy pops through Wholesale Distribution
channel which is combination convenience store, gas station, supermarkets such as reliance,
big bazaars and others shopping centre in whole India. If the sales volume of crunchy pops is
profitable in India, then the crunchy pops will be promoted to other countries.

SWOT ANALYSIS

Strengths:-

Meets need for both a healthy and convenience snack, especially targets those who miss
breakfast.
Popularity increased rapidly over past few years.
Popularity amongst parents for children alternative to crisps and sweets.
Increase in number of products containing only natural ingredients and no artificial
additives.



Weaknesses:-

Sector becoming confusing to the consumer with new launches from cereal, confectionary
and biscuit brands.
Not a staple food unlike cereal; as food bills rise and especially at moment if consumers
are cutting back, sales may be affected.
Real health benefits questionable high levels of added sugar cereal bar is a third sugar.
Future issue of level of perceived health benefits.
Men less likely to purchase and older shoppers unconvinced.




Opportunities:-

Target especially younger segment.
Market our fresh, simple, product that can be distinguished easily.
Cereal bars have been extended from originally a breakfast on-the-go snack to a
healthier alternative to chocolate or other snack item. Huge scope for the development
of sub-categories and flavours which means possible potential for us to sell as an
afternoon snack, not just in morning.
Market is becoming saturated innovation and diversification will be key at this pivotal
time.

Threats:-
Most people buy multi packs from the supermarkets rather than single bars on the move.
It is already a well-established market.




Target Market and Segmentation

Target Market:

The target market of our new product crunchy pops is target to every level of the
consumers, but our main targets are those career men and women as their meal replacement,
and also for kids or teenagers as their handy breakfast. Besides that, senior citizens are also
one of the target markets of our company. The reasons of why we targeting on them are
because our company wants to provide convenience and to let our consumer to gain balanced
nutrition in order to obtain benefits and perform well in their daily life.


Market Segmentation:

Geographic Variable: As this variable is focus on the target areas of this product,
our company has decided to introduce our new product in India only. Our company will
set a period of time which is the first 12 month as trial testing to observe the total sales of
this product. Once our company considers this product it can be expanded to other
countries, United States will be the next geographic variable target. As a result of the
desires of Americans for a healthier diet, our company thinks that crunchy pops is quite
suitable for them to achieve a healthy lifestyle.

Demographic Variable: This variable is referring to the physical characteristics of
people such as age, gender, income, and others. Our company has segmented this product
to every level of consumers such as kids, teenagers, youths, adults and also senior
citizens. As the parents, they can buy this nutrition bar for their children as snack instead
of those snacks which are lacking in nutrition. Teenagers can bring this handy bar go to
school as their breakfast every day, it is very convenient for them to bring along instead
of bringing a big case of breakfast to school. According to a research, almost 20 per cent
of those who consume nutritious bars are doing so as a meal replacement at desk, and the
proportion of women consuming these products as meal replacements is much higher (25
per cent) than men (9 per cent). So, our company are going to focus to the female
especially the busy career women due to the women were more likely to claim
convenience as a primary benefit over male consumers. Our company would also turn
some of our marketing efforts to older consumers. Nowadays, consumers over 55 are
increasingly active and are joining health clubs, therefore which is more likely a strong
potential market for our new product.

Behavioural variable: This variable is referring the occasions, loyalty rate, and
benefit segmentation. Some products or services are seen as being appropriate for a
particular situation or occasion. Our company is trying to convince the public that
crunchy pops is a foodstuff that is suitable for any occasion and can be taken anywhere.
The ingredient of crunchy pops contains calcium, protein, iron, vitamins and otherwise.
Nowadays women are at a high risk of getting osteoporosis because women needs more
iron and calcium than men, so that this crunchy pops can help women to prevent this kind
of diseases and also enhances their bones. Calcium also plays an important role to
children and youths in building stronger, denser bones early in life and keeping bones
strong and healthy later in life. Since the crunchy pops can reach the requirement of
consumers and its can provide benefits to those consumers who take it as a daily meal.









































Conclusion

Our company produces, distributes, markets and sells ready to use dairy products throughout
the world. We capture the goodness of dairy to produce products from ready-to-drink milk
and nutritional milk powders, to butter, yoghurt, superbly crafted specialty cheeses and
indulgent ice creams. Our wide range of products caters to different consumer needs. We
have Growing up Milk formulas specifically for children right through to enriched calcium
milk. Our crunchy pop is considered as a convenience good and is an inexpensive item. Our
product has a new image that attracts consumers att entions Compared to the
other brands. We have used a unique name that sets the product apart from the other
competitors. This makes consumers easily remember our products name and be more aware
to our product. We will develop more innovative dairy products and keep our products as
the first choice for consumers by focusing our energy on continuing to have a deep
understanding about them. Finally, we hope that crunchy pops can become our companys
most famous product. We hope that it is demanded by our consumer all over the world as it is
a healthy and delicious product.