Abstract
This marketing plan aims to provide a short overview of the issues, objectives, strategies and actions of Curly and their expected outcomes for the launch of a new product.
Curly is a firm that was established in 1960; it is in the food business in France and it is represented in every French supermarket.
The main objective of Curly for the upcoming years is to maintain the image of the brand defined as being fun, friendly, reliable and young.
To reach this objective, the company is focusing on a new segment market: young executives, who want to have a fast, original and elaborated meal. To match the needs of this particular segment, Curly came up with a new product, Curly Canape.
Curly Canape differs from the other Curly products. Indeed, it is a toast on which one can put whatever he wants. This product responds to the new trend of drinks and buffet parties, where people like to share time together around the table. Therefore, Curly is entering a new market.
The main points of the launching strategy of Curly Canape will deal with brand-new packaging, the distribution channel, the pricing, and especially a strong advertizing campaign.
These four points will help Curly to make a good entry in the drinks and buffet parties market, which is essential for the launch of this new product because the company hopes to break-even its investment in two years.
Moreover, Curly has to check if its results are good or not, and to anticipate any course of action that can affect Curly's strategy in a negative or in a positive way in order to be as competitive as possible. Indeed, some threats such as the regulation of the French government about the promotion of certain food products influence the sales of Curly.
In the first part, this marketing report will evaluate the current situation and trend of the market, to set the framework of Curly Canape. In the second part, we will discuss the key issues to be identified. Then, we will clearly define our strategy before dealing with an overall strategy that Curly can operate. A detailed action plan and a profit and loss statement will be established and explained. Finally, this marketing report will deal with the control standards to be taken and the contingency plan in case of the launch of Curly Canape shows' results.
