Product Launch Plann

Product Launch Plan

September 13th, 2010
Earl Levith

      Product Launch Plan
      KFF has created a strong brand that led to recent expansion to new markets including Canada and United Kingdom. The newest product on the KFF cereal line is the all natural soy-based product called Soy Puffs. Introduced into Canada, it has become one of the fastest growing foods in the healthy food industry. Newly introduced into UK, this product launch documents includes the product, position, and targeting methods that will be used for both countries. Next it will review the market needs, potential, and growth for each country followed by SWOT and competitive analysis. This paper will also include marketing objectives, pricing, and commutations. Finally, it will review the distribution strategy, financial information, and market research plan for this new product and markets.
Product description, positioning, and targeting
      Introducing a product such as Soy Puffs, an organic cereal, had a high potential of success in Canada considering the desire of the market to go organic in most of the products. The desire of natural products has grown and the market is large. Kudler Fine Foods has to ensure that the introduction of this product meets the market needs. A niche market divides the populations into groups or niches. Target the right customer groups and use the technology to the full advantage are two important aspects of marketing success. Different strategies are developed for each group to ensure that the product that meets the needs of that group (Kolter & Keller, 2007).
      Differentiating a product from other completers is one way to gain advantage in the marketplace (Kolter & Keller, 2007, p. 159). The basic features of this product are its natural, healthy, high in protein and fiber as well as antioxidants and iron. The most important quality of this product is its rich nutty flavor. Because of the higher cost to produce organic food, the break...