Assay

Table of contents.

Executive Summary 3
Cereal bar Market Analysis 4
SWOT Analysis of Innocent Cereal Bar in the Market 6
Internal analysis 6
External analysis 8
Environmental Analysis PEST 9
Competitors 10
Marketing Segment 12
Geographics 12
Demographics 12
Behaviour Factors 12
Objectives 13
Marketing Objectives 13
Societal Objectives 13
Financial Objectives 13
Marketing Mix 14Product: 14
Pricing: 14
Distribution/Channel Strategy 14
Advertising & Promotion: 15
Customer Service: 15
Communications: 15
Marketing Implementation 16
February 16
March 16
April - May (The Launch) 16
June - July - August - September 17
October - November - December 17
January - February – March. 17
Reference List. 18
Internet sources. 18
Appendix 20
Appendix 1 20
Appendix2 23
Appendix 3. 25
Appendix 4. 34

Executive Summary

Innocent has been an established company for nine years since its formation in 1999. It targets both the child and adult market with a range of fruit smoothie drinks consisting of 100% pure fruit with no additives or concentrates. Its range comprises of five different product lines.
Innocent plans to open 4 regional headquarters infour major cities around the UK, where customers can customize their own smoothies, learn more about the Innocent brand and help develop the company's ethical performance and product portfolio. These four HQs will launch in May 2009, coinciding with Innocent's 10th birthday as well as the lucrative summer season when fruit smoothie demand is much greater. These HQ's will be positioned in four majorcities around the UK.
Innocent's reputation is extremely strong, particularly in the UK, due to its high ethical standards and performance. Its reputation has established its dominance within the smoothie market.
The new product is a cereal and fruit bar healthier with no additives no added sugar, 100% wholesome and will be aimed at women, men and children with a unit advertising.
The marketingplan will look to play to Innocent’s strengths by developing brand awareness and excitement, acquiring new customer bases, increasing customer retention and staying ahead of the competition by continuing to innovate successfully.

Cereal bar Market Analysis

Thanks to the health and organic trends, sales of cereal bars in the EU will experience average compound annual growth of 7.2 per centup to 2010, far outstripping sales of candies and chocolate, a new report claims.
According to a new report from Global Business Insights, the European market for snack bars will be worth $4bn (€2.7bn) over the next three years.

The results indicate that cereal bar manufacturers are swiftly gaining ground in the snack market, traditionally dominated by chocolate and candy products.Successful marketing of the 'healthy' properties of snack bars will result in compound annual growth of 8.7 per cent for sport and energy bars, 1.2 per cent for muesli bars, and 9.1 per cent for other bars.

The cereal bars market is highly fragmented with a large number of competing brands with the top ten brands accounting for less than two thirds of the market, according to Mintel
Establishedbrands, with high levels of promotional support, lead the market and the retailer own-label products account for a very low proportion of the market therefore the market for cereal bars is dominated by manufacturer brands, with minimal competition from own-label offerings, according to Mintel
Strong market growth has attracted a raft of new brands from other categories such as Ryvita, Green &Black’s and Dorset Cereals to enter the market, according to Mintel

According to Helen Lewis, many global cereal companies are now waking up to the opportunities presented by the current market, and are developing numerous new product combinations.

Flavours not normally associated with snacks are becoming more prevalent, and products with natural additives such as fruit juice are flying off...