United Arab EmiratesTahliah D’Ottavio, Daniela Espinoza, Lauren Lang, Nazel Malhani,

Connor McNally

Phase IV: mARKETING plAN

Agenda

● Product ● Marketing Plan● Sales Forecast ● Conclusion

Product● A savory or sweet granola bar offered in three flavors for varying preferences● A healthy snack full of nutritious ingredients that will satisfy hunger and

provide energy● The flavors of the granola bar will reflect the traditional Arabic snacking and

dessert foods

The Market● First introducing the products in Dubai and Abu Dhabi because of their large

population of 2.415 M and 1.145 M respectively. ● These cities offer great infrastructure facilitating transportation

Target Market● Ages of 22-45 ● Both men and women with disposable income ● Health-conscious ● Enjoy:

○ Traveling○ Live an active lifestyle○ Have an established career where convenience is a main priority

Marketing Objectives● Educate & Persuade

○ Penetrate our target market○ Educate them about our product ○ Convince them to try it

● Advertising ○ Product position○ Product message, “Nutrition for sustained energy”

● Year 1 vs Years 2,3,4,5

Media Mix● Broadcast Media

○ Television○ Radio

● Digital Media○ Internet○ Social Media

Sample Broadcast Media

http://www.youtube.com/watch?v=4stx-xeUHeo

Sample Digital Media

Sales Promotion ● In-store sales promotion in Hypermarkets & Convenience stores

○ Free sample & Coupon of Clif Bars

● Stimulate trialability & create brand awareness ● Hypermarkets: Carrefour, Spinney’s & LuLu● Convenience stores: Carrefour City, LuLu Express & 24 seven

Suggested Retail Price Cost of Goods

Retail Margin

Manufacturers Selling Price

Tariffs Retail Cost

Suggested Retail Price

$. 30 35% $6.00 5% $3.9 $6.30

AED 1.10

AED 22.04

AED 14.33

AED 23.14

Suggested Retail…………….$6.00Retail Margin…………35%Cost 6 x (1-.35) = 6x .65 = 3.90MFR Selling price……………$3.90Discount Allowed (10%)…… $.39Net Sales……………………………$3.51COG ( 6 x .30)……………………..$ 1.81Gross Profit…………………………$ 1.17

Sales Forecast Years 1-5

Income Statement

Conclusion ● We offer a healthy alternative to snack bars with better taste that highlights

our authentic and organic ingredients○ The bars will feature traditional flavors of Emirati cuisine that other bars

do not use.● There is a growing trend of eating organic and becoming healthier in UAE

Thank you!Any questions?