Abstract
The product we are going to introduce on the U.S. market is new pancake syrup. It is going to be a maple syrup, with great taste, great color, healthy ingredients, and nice packaging. Nothing special s far, you will say, but our product as an added value. It is going to be "Cool". Cool and trendy with a personal color code and personality, it will come with a special atmosphere and will impart a feel-good feeling to the people who taste it. We would like people to identify with the product. Since the market has many barriers at the entry due to hard competition, we really have to differentiate our offer and propose to the consumers something that is special, and that people will want to buy because of the particular personality of our product. We chose to target a young audience; the heart of it will be the 7 to 19 year old boys and girls, that is to say the big kids and the teenagers. We want to create an aura around this product in which this target audience will feel good and identity itself with. The key words will be attitude, trendy, cool, select, fashion, privilege, and "in the move".
