Business Plan
Executive Summary
Conrad Bakers is a new company located in California planning to produce and sell Naturally Pita Crackers. The Naturally Pita Crackers is an organic thin, crisp, and flavorful crackers made or low sodium with zero saturated fats. It a family owned company that will be well known for that represents quality, health, and indulgence, into successful new product introductions in the highly competitive snack food market. The target market of the company is women with an annual household income higher than $ 50,000. The company will conduct its distribution through existing retail channels and regular distributors.
Product
The new product that my company will produce and sell is Naturally Pita Crackers, which is an organic thin, crisp, and flavored crackers made of low sodium with zero saturated fats. It has a herb blend of basisl and organo. This cracker could be combined with hummus appetizer, Turkish pizza, and Greek dip recipes for a delicious meal. This marketing plan is created to address the needs for healthy food options for women and young children looking for healthy organic foods without many additives.
Target market
The target market for Naturally Pita crackers is women with an annual household income higher than $ 50,000 (Kowitt, 2010). This represents 27,026,290 U.S. households (Arter, 2002).
Production volume
The demand for cookies and crackers is based on population growth, consumer tastes, and health considerations (Abbott & Sheldon, 1996). The company will produce more than 27,026,290 units per day and this will increase as the size of the market increases.
Market Share and Financial Impact
Distribution methods
Distribution will be done through existing retail channel and regular distributors. The products will be sold to existing re-sellers who distribute to grocery stores and established distribution venues. Partnership with all niche-product supermarkets is possible in order to blunt impact of niche store competition
Promotion
The firm plans to couple its promotional objectives coupling with big name retailers to maximize distribution potential of the firm. The firm will engage in heavy marketing campaign on traditional and new media to target key demographics. This will involve mounting billboards, TV advertisements, print advertisement, and online marketing.
The firm plans to run several advertisements in major TV channels targeting women. The firm will also advertise through social media such as Facebook and Twitter to increase its reach to the target market. The company will also advertise its products by giving free samples in major distribution points such as supermarkets. The rest of the advertisement will be left to word-of-mouth.
References:
Arter, D. (2002). Quality Audits for Improved Performance. ASQ Quality Press.
Abbott, P. & Sheldon, I. (1996). Industrial Organization and Trade in the Food Industries. (Ed.) Boulder, CO: Westview Press.
Kowitt, B. (2010). Inside the secret world of Trader Joe's - Full Version. CNN Money. Retrieved from http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm
