1. ProLean Marketing By: Jake Giles

2. Part 1: New Product The reason for this cereal is we have protein powder sprinkled on the flakes of the new cereal product, there is still a possibility that we will put some other things in it. The cereal can be made a Generic product by us just licensing certain stores to take it as their cereal and using our name. We could extend the product features by starting the product in just a few stores and then extend and put it in other stores.

3. Part 2: Market Segmentation The target market that we are going to direct the product too is serious athletes that need nutrition in there cereal and need it to taste okay but have all the things they need to get strong fast and anything they need. We are going to start the cereal in a few well - known places and then spread to all of the stores that we believe to earn money from.

4. Part 3: Product Positioning Any cereal company, and not only that any company that sells protein or protein bars or really just products of nutritional value at all, because the serious athletes are just looking for things to give them the nutritional value they need. We probably would be the first cereal with protein powder but the cereal companies are still competition. We are going to position this product in the cereal and protein isles in all the stores we put it in. It needs to be an expensive product not only because it is expensive to produce, but because we want the image that it is a great product. The athletes will benefit big time from our cereal so we need to make it obvious that they are going to. The other cereals are low priced and won’t be as much as a competition as the protein powder and the protein bars, because anything with protein in it is expensive. The new product is going to be high priced and in the protein and nutrition isle, to cover the production price and have a good product image.

5. Part 4: Branding Our brand name is ProLean to bring out the image to the athletes. You have to register and have trademarks so that the product will catch on to the market. It will be important because it will send off a good image to the market that it is a healthy and nutritious cereal for the athletes that we are targeting. It is going to be a private brand so that we keep and maintain that product image of the fact that it is worth the expensive price that we keep it at. We will keep it under that image while licensing and advertising it at gyms and athletic events, and use some bundle pricing but watch how much we do it because you have to keep the image in check.

6. Part 5: Packaging And Labeling The box will be a total reflection of the target market, but try to keep it very adult like and not a jump into the kid target market at all. We will make sure the product meets the customer needs and that the packaging and labeling process entices them to by the product and try it out. We will make sure that it has a sure identity and that nothing will get in the way of that identity getting to the market. We will have some discounts to gyms and passes or tickets to certain athletic activities to the people who by a certain amount of the product. We will make it a subscription so that it can be delivered to there door every few days if they pay a certain amount a month. It will be a solid box that you open a little slit on the top and it pours out. It will be like in between rectangular and oval, like an oval with corners. We can have just a plain looking box but make it look manly and like a protein canister. We should make the dates short on the box so that it forces the customers to either have a subscription or buy the product a lot. We should not put a guarantee on the box because that sounds and looks unconfident about your product, but if you don’t put one it is a sign of confidence.

7. Part 6: Pricing The price is 6.25 per unit. We used the cost-based pricing method to get this price. Mass produced product price per unit is 6.25 because raw materials were 3 dollars and cost of labor was 1 dollar per box. The cost of production per box was 4 dollars, and the competition is about 3 dollars selling to the customers. There is not a lot of supply but a ton of demand, and we are price fixing. We are going to use skimming pricing to give of product image, and there was a lot of product image strategies involved in the pricing process.

8. Part 7: Place The channel of distribution is straight from the manufacturer to the retailer to ensure to the customer that it is a very good product. Manufacture and deliver to the retailer, and sell the product. Very intense and is a total one target market cereal. The retailer for the product will be at protein powder stores and it will be in grocery stores in its own section of the isle, this is important to keep the product image.

9. Part 8: Promotion We are going to use a web site, social network, and a billboard to promote the product. On the billboard we will just have the picture of the cereal and what it is plain and simple. On the web site we will have the product, and you can order subscriptions from here or you can buy the product straight of the website. It will also have coming soon new products. On the social network we can just have a page and post quotes and results or news about the product.