Plan marketing de l'entreprise de fournitures scolaires Spash & Co pour le lancement d'un nouveau produit, le "CandyPen", à la fois stylo et confiserie

Our company was invented in 1986 by Samuel Jackson, a commercial in the field of the paper mill.

It is a commercial company, specialized in school stationeries for children imported by China. At the hands of a down-turn in our sales, we decided to launch a new fanciful product, thanks to an innovative and patented concept, which would allow us to dash into a still unexploited niche. This launching of new product is a way to revitalize our sales and increase the turnover. Thus, we work with two subcontractors: a French candies manufacturer, and a Chinese pens manufacturer. We want to break the routine of children school life. Our core values are generosity and fantasy.

Our company is consolidating and also risk taking.
For the back to school: we want to enhance promotional programs and increase visibility across distribution channels. Then, we are going to invest money in the new product TV promotion which is a really expensive media. Our final objective is to increase our sales with a new innovative product for children: the candypen.

Our three marketing objectives:
- Create a new demand, a new consumption moment
- Sales objectives to reach the breakeven point of 206 521,739 units
- Market share objectives to be leader on the school fanciful stationeries market