Brand Extension Marketing Plan - 3442 Words

Running Head: Unit 6 Assignment 1 Brand Extension Market Plan – Unit 6 Hershey’s Sugar – Free Strawberry Syrup with Calcium Kaplan University GB530: Marketing Management Professor: Dr. Michael Mulnix December 27, 2013 Unit 6 Assignment†¦show more content†¦The sales volume is estimated to be 60,000 units in the first year. The fixed costs are estimated to be $32,442 for the year. Using the contribution margin method, the break-even will be reached, when our sales reach 47,476 units which will result in $166,166 in dollars during the third quarter of our first year. The keys to Hershey’s success will lead to our product being profitable if we keep our strategic decisions clear and concise, have support from our top management team, have a product with great quality, have great customer service, and are fully aware of the nature of our market. Our needs of our consumers will be met by designing and producing light, sugar-free, and sugar-free with calcium products that our health conscious consumers are looking for. 2.0 SITUATION ANALYSIS The Hershey Company is manufacturing its third product in our line of sugar-free syrups, which is sugar-free strawberry syrup with calcium. Their other products are Unit 6 Assignment 4 doing very well. Marketing will be our key to the development of this product. There should not be any issues with the product entering the marketplace based on the company’s consumer base. Results of surveys that were conducted show that the new product should perform very well. 2.1 MARKET SUMMARY The Hershey Company has been in business sinceShow MoreRelatedBrand Extension Marketing Plan4134 Words   |  17 PagesRunning head: Brand Extension Marketing Plan 1.0 Executive Summary The Recipe Modifier is Lakelands most recent innovation that has great potential to generate revenue for Lakeland, â€Å"the home of creative kitchenware.† Lakeland products have developed strong demand and this will be the driving force behind this particular product. Lakeland was initially a kitchenware provider but has extended its brand to offer a wide range of products that fulfill consumers entertaining, storage, cleaningRead MoreBrand Extension Marketing Plan4774 Words   |  20 PagesKAPLAN UNIVERSITY ------------------------------------------------- BRAND EXTENSION MARKETING PLAN Jennifer L. 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