Marketing for Health Food Candy

The purpose of this research is to develop a marketing plan for a health food candy. The candy is classified in the health food category due to product ingredients. The marketing plan will include a description of the product, the production process, identification of the target market, as well as advertising and promotional techniques through the most effective channels of distribution.

The candy is a natural food. That is, the candy is free of refined sugar, non-nutrient sweeteners, as well as all preservatives and additives. The product is a rock-candy sweetened with fruit juice. Fruit juice provides the desired sweetness without the high caloric count of other candies. The candy is designed with nutrition in mind rather than shelf life or cosmetic appearance. Therefore, the creative strategy to market this product is based on the advantages of nutrition.

New product development is costly and risky. Therefore, it is essential to analyze trends [in similar product data] over a period of time to compare and contrast leading indicators. Economic activities are viewed as tools to help determine market potential and trends in market behavior. For instance, economic indicators identify primary and secondary markets as well as ascertain if conditions are likely to improve, worsen, or remain constant. Competitive analysis is essential to gain knowledge of competitors through review of media coverage, annual reports, trad

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ess dignified product counterparts. Natural foods have shed their unsophisticated ways for the bright lights offered by major manufacturers and the wide aisles of supermarkets. Changes in eating habits, working women, and two income households are often cited as the major influences fueling natural foods' entry into the mainstream. This change in diet could be the result of various studies, particularly those studies that address human consumption of sugar (Carey, 1987, January 19). One study indicates that a typical five-year-old consumes 43 pounds of refined sugar within one year. Marketeers and advertisers are more interested in the reaction of the consumers to this information because experts have conflicting opinions as to the significance of the data. While scientists fault sugar only for causing tooth decay, nutritionists contend that sugar contains no nutrients and are often found in fattening foods that can lead to obesity, diabetes, and heart disease when consumed in large amounts. Currently, more consumers consider themselves health enthusiasts and adopt the advise of nutritionists who advocate fructose over sucrose. Further, taste tests, using children, have concluded that fruit juice sweetener is preferable o

Category: Business - M