MOHART SWEET TREATSACTION PACK BARALICIA MOHARTMARKETING PRINCIPLESSPRING SEMESTER

Corporate Mission Statement: Here at Mohart Sweet treats we strive to make candy bars unique to every person’s situation. We have treats for those with allergies, those that want all natural ingredients, and we make sure each candy bar is perfection!

Mohart Sweet Treats

• Age Range: 5-10• Age Generational Name: Generation Z • Income level: Middle class/$75,000 per year• Geographic Location for product rollout: Wausau, WI• Lifestyle: The active, young, and healthy married couple. The married couple has male children between the age of 5-10 years old. They live in a middle class neighborhood.

• Unique New Candy Bar Brand Name: Action Pack Bar• Main Ingredients: Chocolate, Caramel, and Peanuts• Ounces: 3.0 ounces

• Cost of Production (manufacturer) $1.00• Wholesale Cost to Retailer (per bar): $1.50• Your profit as manufacturer $ & %: $0.50 / 34%• Suggested Retail Price (SRP) Per Bar to Consumer: $2.00• Retailer Profit $ & % based on SRP: $0.50 / 25%

COMPETITOR #1• Name: Michael’s Candy 300 North 3rd St, Wausau, WI• Main Ingredients: Homemade chocolate, caramel, and nuts• Price Per Bar: $4.99/ package of 5 chocolate squares.• How my bar is different from this competitor: My bar is different because it is shaped in the form of a toy army man. My candy bar is unique and at more competitive price than my competitor. We are able to offer not only savings but still use the finest ingredients. • Sold in which retail stores in your geographic rollout area: IGA Rib Mountain, 2900 Rib Mountain Drive, Wausau WI; County Market 220 South 18th Avenue, Wausau, WI

COMPETITOR #2• Name: Sweets on 3rd ,615 North 3rd Street, Wausau, WI• Main Ingredients: Cocoa beans• Price Per Bar: $6.00• How my bar is different from this competitor: My bar is different because it is shaped in the form of a toy army man. My candy bar is unique and at a more competitive price while still using homemade chocolate.• Sold in which retail stores in your geographic rollout area? Sold in the store location on 615 North 3rd Street, Wausau, WI.

• Retail Outlet #1 Sweet Confectionery LLC 1324 Schofield Avenue, Schofield, WI; “Sweet! is a mall kiosk concept that offers over 50 different European and Continental confectionery in a "pick and mix" style for one price” (https://www.facebook.com/sweetpickandmix/info?tab=page_info). This will allow for not only in store sales but for online sales as well. This is a great store that does little in candy bars. By adding to this store I am taking over the candy bar market in this particular area being the only candy bar provider to this retailer.

• Retail Outlet #2IGA Rib Mountain, 2900 Rib Mountain Drive, Wausau WI; “The IGA Promise - A warm welcome from friendly knowledgeable associates. Great service and quick response to your special requests. Locally-owned by people you know and trust. At the heart of your community” (https://www.facebook.com/QualityFoodsIGA/info/?tab=page_info). This store is located within the shopping district of Rib Mountain. The store is known for great service and excellent products. It is a family atmosphere and many of the shoppers are families with children. By distributing my product here, I am able to put it in the mix with the local competitor Michael’s

Internal strengths:1. Action Pack Bar is the only candy bar that is in this shape making the product unique from the other candy bars. My candy bar is handmade using only the finest ingredients and packaged in a recyclable friendly wrapper. This will help in keeping the environment clean.

2. Product distribution for the Action Pack Bar will be available via the internet as well as a local distribution point. This will help generate revenue by reaching another market on the internet. This will also generate revenue from the local population who make purchases from the local distributors.

Internal weaknesses:1. This is a new product and management has little leadership experience and little marketing experience. The lack of experience may affect the company’s ability to properly market the candy bars to the desired consumer target group. The lack of leadership may affect employee production as well if the team is not properly lead. This can create internal problems between employees which will determine overall productivity.

2. Due to just starting operations, a fear is production may not be able to meet the needs of demands for the product. We will fail as a business if we are not able to meet the demands of our product that we are trying to sell. The company will not be able to maintain customers if we are not able to meet their needs.

External Opportunity: *Include a link for the recent trend.1. *A recent trend in the candy bar industry is: Retail sales of chocolate are continually growing. Sales have shown a steady increase over the years to show that chocolate consumption is growing. (http://www.vreelandassociates.com/confectionary-chocolate-research/). This is an opportunity to increase sales and to show the demand for chocolate is still high.

2. Sweet Confectionery LLC (my retailer for Action Pack Bar) is an excellent opportunity to combine markets (online and in store sales) while still offering a unique product. Sweet Confectionery has been in business for a while and has the marketing and managerial expertise that is needed to make this product a success. They also have the needed networking for online sales.

Action Pack Bar, the treat you can play with

before you eat!

Tetra Images - Mike Kemp via Getty Imageshttp://www.huffingtonpost.com/2013/12/02/messy-kids-learning-study_n_4373548.html

Media used that your target market uses:• Magazine Names: National Geographic Little Kids, and Highlights magazine. Newspaper Names: Wausau Daily Herald and Wausau City Pages• Names of TV Shows: PBS (public broadcasting station), Nickelodeon, Cartoon Network

• Radio Station call letters and type of music: WGNV 88.5 FM Christian Family Radio, WLBL 91.9 FM Wisconsin Public Radio, and WSPT 97.9 FM 80’s,90’s, & todays hits.• Social Media: Facebook and Facebook application games. • Other: I will be using paper flyers at the local parks and elementary schools in Wausau.

Consumer Promotions: • Type of coupons: Buy one action bar and get the 2nd bar at half price. Limit one per customer. For every $15.00 purchase of action bars receive $5.00 off of your order. • Sweepstakes: Golden ticket sweepstakes. Find the golden ticket in the candy bar and win a trip to Wisconsin Dells for a one-day pass to any waterpark of the winner’s choosing. • Contests: Every week there will be a coloring contest. This will be done at the retailer store. The winner will receive an Action Pack Bar.

• Sales: A local booth will be set up in the downtown area during events to promote sales. • Displays: The display will be in the front on the store at IGA. This is located when you first walk into the store. I will pay the shelf space fee for having the product in the front of the store. • Others: Get a free Action Pack Bar on your birthday. Must be accompanied by a parent.

Trade Promotions to retailers: • Allowances: Sweet Confectionery LLC will provide advertising on their online order website. An extra discount of 25% will be given off, to the retailer, of every 4 boxes ordered. • Display money: The only money needed for display will be at the retailer IGA. This fee will cover the product placement in the front of the store.

• Ad co-op money: Sweet Confectionery LLC will be advertising via the internet for a discounted price off of every 4 boxes containing 12. • Others: Order 25 boxes and receive 1 free box and 10% off of the total order.