Launch a product in the Irish Market

Introduction
The rise in the cereal market in Ireland has increased significantly in the past few years.
Cereal bars are now placed in the front of the minds of the busy, active consumer as the ideal
‘on the go’ snack bar. The cereal bar market has experienced significant growth due to its position in the market as an easy to prepare and nutritious breakfast replacement.
Through modern and traditional methods of advertising such as billboard, press and the use of technology we aim to establish NomBar as one of the top choices for the consumer who is looking for a healthy, nutritional cereal bar.

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Marketing strategy
• Clear campaign objectives
• Selection and justification of target market(s)
• Positioning concept
• Environmental and competitor analysis
• Evaluation & control mechanisms

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Campaign Objectives:
• To launch a gluten free and low in sugar cereal bar into the Irish market.
• We have identified our target market to be students and young working professionals.
• To position our product at the front of the consumers mind when they are choosing an
‘on the go’ breakfast bar.
• Our focus will be on the health benefits of the bar; and to overcome any barriers or concerns such as sugar content which is linked to obesity in adults and teenagers.
We are proposing a soft launch of NomBar at the end of August and a full launch in
September when students return to college. This will enable us to reach our two target markets simultaneously. We have applied a SMART plan to all aspects of our campaign objectives. 2

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Selection and Justification of Target Market

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Sarah is a young student, studying in Dublin. She has early classes, and is a coeliac. She is a busy girl, and when she’s not studying, she can be seen playing around on her phone. She is tapped into Facebook like many of her peers and needs a quick, efficient food to grab on her way into class, with a cup of coffee, of course.