1. Cover Page
The purpose of a cover page is to tell the reader what he or she is about to read and who the author(s) are.
Be sure to include: Your Name(s), Class Period, & Date

2. Introduction Write an elevator style pitch about your product.
Your goal in this section is to generate enough interest to make someone want to read further for more detail.
Grab their interest as to the what “problem” your product solves.

3. Product Description
Write a detailed product description about the new cereal brand.
Highlight the product features & benefits.
Use this as an opportunity to position your product quality. Ex. Brand name, generic brand, national brand, co-branding, etc.

4. Product Description (continued)
Too many product managers make the mistake of operating without a vision, a situation that hinders their ability to grow and prosper.
A concise, easy-to-understand description of your brand will not only help your product, but set the stage for your product positioning.
How is your product different from similar items already on the market?
Compare your product to similar products on the market. Why is yours better?

5. Product Description (continued)
Don’t forget to put an image (Front & side of the box) of your designed cereal box!
Your design should include:
Logo (Name of cereal should be most prominent)
A Slogan/tagline
Name of the manufacturer
Dietary Label
Brief Description of cereal ex: “Sweet corn puffs with a touch of cinnamon”
Photo of the cereal
Net weight of the box (expressed in ounces)
Introductory offer. (ex. Mail in rebate to win free Wii.
Don’t forget the UPC!

6. Logo & Mascot Clearly display your Logo image. Identify your mascot.
If you have a Slogan or tag line, this would be a great slide to include it.

7. Market Research
Which category of cereal is your product entering. Provide industry statistics about the category.
Identify through both primary & secondary data the “problem” that your product solves.
Conduct surveys with classmates & family to complete a concept test, discuss your result here.

8. Target Market Analysis
Your target market is a group of customers that your product decided to aim its marketing efforts and ultimately its merchandise towards.
Demographics are the quantifiable statistics of a given population. Example-gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location.

9. Advertising and Promotion
Your advertising and promotions campaign is how you communicate information about your product or service.
This section should include a description of all advertising vehicles you plan to use-newspapers, magazines, radio & TV, Yellow Pages, etc.-as well as you public relations program, sales/promotional materials, package design, trade show efforts, and the like.
Must include 3 “pull” and 1 “push” strategy.

10. Advertising and Promotion (Continued)
Sponsorship and/or cross-selling campaigns is a method to promote consumer purchases.
Pick one of the above methods and include the details in your promotional plan.

11. Advertising and Promotion (Continued)
A form of consumer sales promotion is product sampling.
Ex. Free trial size, distribution door-to-door, product given away.
Organize a product sampling activity.

12. Advertising and Promotion (Continued)
Consumer Promotions is a way to incorporate the “pull” concept into your marketing plan.
Identify one method that is directed toward the wholesalers or the retail stores that have agreed to sell your product. Organize a “push” strategy.
Ex. Trade shows, exhibitions, rewards based on sales, etc.

13. Pricing Strategy
Discuss what you will charge for your product or service and how you derived the price.
Example-a printing shop with a good location charges slightly more than it competition because it has a convenient location and it has determined that the market will bear the higher price.
Discuss where this pricing strategy places you in the spectrum of the other providers of this product or service.

14. Distribution Product Placement
Decide if you (the manufacturer) will sell directly to retail store or through a wholesaler.
Identify logistics needed to deliver.
Will you sell your product online, off your website or through an e-tailing company (Amazon)

15. Sales Activities
This section of your proposal describes both the strategy and tactics you will use to get customers to buy your products or services.
A strong sales and marketing section can serve as a roadmap for you, or as assurance to potential investors that you have a workable plan and the resources for promoting and selling your products and services.

16. Method of Sales
Most entrepreneurs fail to give adequate thought to method of sales. In this section you demonstrate the ability and knowledge to get your products into the hands of your target customer.
You must also explain you plan for reaching your distribution channels.

17. Method of Sales (continued)
Answer following questions:
How you get products to the user?
Will you sell them directly to your customers?
Will you be using sales representatives, distributions, or brokers?
Do you have a direct sales force in place?
Will you sell online?
Will you use a “ground service” like UPS?
Don’t make the mistake of confusing sales with marketing

18. Packaging & Labeling
A package provides useful information for the consumer. Many package labels give directions, contents, product guarantees, nutritional information, instructions for care, and warnings about potential hazards.
You should have included this in the product design, use this slide to highlight any FDA requirements satisfied by your product.

19. Strategic Planning
Use this section to identify your progression through the Product Life Cycle.
How do you plan to sustain your product sales?
Highlight changes that you anticipate in the growth and maturity phase. How will your marketing plan change?

20. Strategic Planning (Continued)
Do you see an opportunity for product extensions?
What type of product modification do you anticipate?
Identify the strategic goals of the product dimensions, the length and depth you plan to achieve.