Marketing Brief

In: Business and Management

Submitted By kem1978
Words 319
Pages 2
Running head: K. Yeboah-Adzimah Brief

Cereal Development Brief
Kelly Yeboah-Adzimah
Franklin University
MKTG300
Ted Jones
December 15, 2015

To: Natures Path Corporation
From: Kelly Juwara Yeboah-Adzimah
Date: December 15, 2015
Subject: Organic Cereal Business Brief Executive Summary
The purpose of this brief is to introduce the Nature’s Path company to the idea of adding family size boxes to their product line.
Product name and Brand Personality
Natures Path Organics is a well-known organic cereal. We would like to add family size boxes to the current product line. The Pumpkin Flax Granola flavor is the company’s top seller. We will promote this cereal in a family size box for $5.99.
Key response action desired from target market:
Our slogan will be focus on family health. We want our customers to view the product as a healthy option that is economically reasonable and a cereal the whole family can enjoy.
Competitive position
The U.S. organic industry has recorded significant growth in the last few years, outpacing many comparable conventionally produced food and nonfood items. According to an industry survey by consumer choice,” the sector has passed the $30 billion mark (Smith, 2012)”.We will be one of the first organic cereals offered in family size boxes. This puts us ahead of the game and will allow us to get an even bigger piece of the economic pie.
Target Market * Life style=Young environmentally and health conscious single moms or couples * Ages=18 to 45 * Number of kids= 2 to 3 kids * Income 35000 per year and up * Demographic= suburban and urban

Selling the product * Locally= Lucky’s Market * Regionally= Raisin Rack * Nationally=Wholefoods and Trader Joe’s

Desired Outcome * To offer our other cereal flavors in family size boxes

References
Smith, N. (2012). Organic Food Sales…...

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