DESIGN A CANDY BAR and STRATEGIC MARKETING PLAN
Introduction: The Candy Bar Industry: The top 10 favorite chocolates in the United States include the Hershey bar, Oh Henry,
M&Ms, Baby Ruth, 3 Musketeers, Milky Way, Butterfinger, Kit Kat, Reese's Peanut Butter Cups, and Snickers. These brands
have a long life cycle; but every year new candy bars are introduced into the candy market.
Because most candy bars are purchased on impulse in the store, the candy bar package wrapper must communicate strongly on
its own. Therefore, the candy wrapper is as important, if not more, than the actual product and its promotions.
Learning Objectives. For this course-long activity, you will create a new company, design a new candy bar product, and create a
Strategic Marketing Plan for that product.
Steps for this course-long project:
1. Fill in the Parts of the attached worksheet as instructed in your Learning Plans. The worksheet will expand as you
fill it in. Don’t work ahead.
2. Use the grading rubric below to assist with developing each Part.
3. Draw the package for your candy bar using PowerPoint or other software.
4. Before you submit the Worksheet for grading delete this instructional page and the red text within the worksheet.
Rating Scale/Scoring Guide Worth 100 points
A: Exemplary work; shows high level of insight, depth, or precision
B-C: Accomplished criterion; met criterion adequately
D: Did not fully demonstrate the criterion; needs additional work or clarification
F: Did not demonstrate the criterion; item missing, incomplete, or incorrect
Criteria
Ratings
A B-C D F
Part 1: Corporate name is unique, creative and relates to a candy manufacturer. It doesn’t copy
another candy manufacturer. Mission statement is less than 25 words and defines the purpose of
your business and identifies its customers, markets, and products. It is written to inspire others.
10
8
6
0
Part 2: Primary Target Market is described in full and includes RANGES. Includes age range,
generation name, income level, , geographic location, lifestyle
10
8
6
0
Part 3: Product name is unique. It relates to product main ingredients and the target market.
Ounces are listed on the package. Price is listed per bar and credibly matches the
ingredients/packaging. If expensive ingredients are listed, the bar costs more or vice versa.
10
8
6
0
Part 4: SWOT: Two top competitors are listed: name/ingredients/price/and how it is different is
detailed. Retailers where competitor bars are sold are listed. Competitors are NOT Hersheys,
Snickers, etc. unless they are similar ingredients.
10
8
6
0
Part 5: Place: Two retail outlets are specifically named listed the new candy bar will be rolled out.
Retail outlets are specifically where the target market identified in Part 2 frequents Walmart and
other big box retailers are NOT included.
10
8
6
0
Part 6: A. Slogan/tag line is creative and relates to candy bar main benefit or differential advantage.
It isn’t generic or applicable to “any” product.
10
8
6
0
10
8
6
0
Part 7: Candy bar wrapper is designed using PowerPoint, Paint or Microsoft compatible software
on a separate sheet. The following are visible on the front of the wrapper: a) Ounces b) brand
name c) tag line/slogan/images-color-font is professional, credible and realistic.
10
8
6
0
Worksheet has no spelling/grammar errors and is written in professional Business English language
10
8
6
0
Thought, care and detail is evident throughout project.
10
8
6
0
B. Media Promotions: Specific types are listed after each bullet
Part 6: C. Consumer Promotions: Specific types are listed after each bullet
D. Trade Promotions: Specific types are listed after each bullet
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TOTAL POINT EARNED
___________________/ 100
Design a Candy Bar & Strategic Marketing Plan Worksheet
Student Name_____________________________
Part 1:Your Company
Name and its Mission
Part 2: Primary Target
Market
Describe your customer
demographic profile using
marketing terminology.
Part 3: Describe your
Product & Price

Your Corporation Name:

Your Corporate Mission Statement:

Age Range (Examples: Ages 5-12 OR Ages 12-17 OR 18-21 OR Ages 21-35, etc Do
NOT say “all ages”)

Age Generational Name: (Examples: Baby Boomer, Gen Z, Y, etc.)

Income level (Examples: low or middle or high Do NOT say “all incomes”)

Geographic Location for product rollout (Examples: Midwest OR Wisconsin OR
Wausau, etc.)

Lifestyle (Examples: healthy, indulgent, active, entertaining, etc.)

Unique New Candy Bar Brand Name:

Main Ingredients:

Ounces

Consumer Retail Price Per Bar:
2 closest competitor candy bars with similar ingredients on the market: (Please do NOT
include Hershey’s or Snickers, etc. unless your bar has similar ingredients)

Competitor #1
Part 4:
SWOT Analysis/
Differential Advantage

Name

Main Ingredients

Price Per Bar

How your bar is different from this competitior:
Competitor #2
Competitive Candy Bars

Part 5:
Place/Distribution
Where will consumers
buy it?


Name

Main Ingredients

Price Per Bar

How your bar is different from this competitor:
In which retail outlets are these competitive candy bars sold?
Competitor #1
Competitor #2
Specific retail stores where my target market shops and where I will initially sell my bar:
Please do not include Walmart or any other big box retailer for the initial roll-out.
 Retail Outlet #1
 Retail Outlet #2
:(Examples: Give names of retailers in your target’s geographic location. Grocery,
drug, schools, sports games, gyms, fine candy stores, convenience stores, Internet,
malls, others. ?)
A. Slogan/Tag Line that identifies a main benefit of your candy bar:
B. Media used that your target market uses:
o
o
o
o
Part 6: Promotion
How will you reach your
consumers?
Magazine Names:
Newspaper Names:
Names of TV Shows:
Types of Radio Stations: (examples: country, rock, public etc.)
C. Consumer Promotions: (research types of consumer promotions for ideas)
o Type of coupons:
o Sweepstakes:
o Contests:
o Sales:
o Displays:
o Others:
D. Trade Promotions to retailers: (research types of trade promotions for ideas)
o Allowances – (example How much Price Off per Case?)
o Display money:
o Ad co-op money?)
o Others:
Part 7: DRAW your candy
bar package

Draw/design your wrapper using PowerPoint, Paint or any similar Microsoft
software on a separate page. If you use a non-Microsoft product, please save it as
a .pdf or .png or .jpg.

Ounces are visible. Color and graphic/photos are visible on front.

Brand name is easy to read and prevalent on package

Tag line may be visible on package!

Photo/drawing is credible and realistic
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