RUM BAR

By Abbey GirasuoloMay 11, 2014

Professor VeinsMarketing- Candy Bar Project

Candy Bar Project

What and Why?

The Rum Bar is much like it sounds. A rum-ball type filling covered in an all milk chocolate coating, much like other candy bars. The product is similar in looking and texture to a marzipan bar with regards to the texture inside being same color and consistency and also being completely covered in milk chocolate. The Rum bar contains what other than rum. Although the amount of rum that stays in the candy bar is minimum and not meant to make the consumer drunk, the candy bar must be sold as containing alcohol. The Rum Bar is a brand new candy bar made to give adults 21+ that contains alcohol and is fun and yummy.

Candy Bar Prototype

The Rum Bar-A 21+ Luxury Candy Bar

Brand-

Ingredients:-Confectioners sugar, Cocoa powder, Ground allspice, Dark Rum, Light corn syrup, Vanilla wafers, Walnuts, Sugar, Milk, Chocolate , Cocoa, Butter, Lactose, Milk Fat, Soy Lecithin, PGPR, Emulsifier, Vanillin

Must Be 21 Years of age or Older to Consume

This is what the Candy bar will look like as well as the wrapping that goes around the Rum Bar.

Product Name and Brand The products name and brand are both

new. The Rum Bar is nothing like anything that has ever been produced. The Rum Bar is a new candy bar which contains what other than some Rum. That is why the name The Rum bar fits perfectly. It combines the name of a Rum-ball with a Candy bar which is exactly what the product is. The Brand Name is Luxury Candy. This brand is a perfect brand to be selling the Rum Bar for its unique and special tastes for adults only.

Ingredients-These ingredients were chosen from the basic ingredients

included in a rum-ball and milk chocolate.

The inside part of the Rum Bar contains:

-Confectioners sugar

-Cocoa powder

-Ground allspice

-Dark Rum

-Light corn syrup

-Vanilla wafers

-Walnuts

The Chocolate outside contains:

-Sugar-Milk-Chocolate -Cocoa-Butter-Lactose-Milk Fat-Soy Lecithin-PGPR-Emulsifier-Vanillin

Target Market Because the Rum Bar is made with Rum and

some of the content is left unaffected through the cooking process and left, the product has to be for those aged 21+. The target market has to be for adults aged 21+, who are of the legal drinking age. The main target market would be someone who likes candy bars and also someone who likes what a rum-ball is. The target market would also include those who enjoy or like rum and the taste of rum. In addition to liking rum the target market is those who like chocolate as well since the Rum Bar is completely covered in chocolate. Having such a specific target market by age will make the selling of this candy bar harder than others.

Promotional PlanThe Rum Bar’s promotional plan is to really

get the Rum Bar candy bar known. The more known the product is the more likely it will be shared by word of mouth and tried by new customers. The more known the product and the brand is then the more likely it is that retail outlets will want to carry the product and brand. The Rum Bar will be advertised on Television, with in-store advertisements and displays, samples distributed in stores, and coupons for free trials and money off. Samples and trials as well as coupons and in-store ads and displays will catch consumers eyes and hopefully make them want to try the Rum Bar and potentially purchase some.

What Mediums to Advertise in?

1. Television Ads,

2. Print (newspaper) ads,

3. Online Ads,

4. Magazine Ads.

Since this candy bar is for adults 21 years old or older it will make a difference in where it will be advertised. Popular adult magazines such as U.S. Weekly or People would be the first place I would advertise. I would also advertise the Rum Bar on television ads probably on prime time as well as early morning news casts times. These time periods would reach the most adults of legal drinking age. I would also advertise the Rum Bar in weekly news paper ads and include a coupon and information about free trials. Lastly I would advertise on websites such as Facebook and Twitter with advertisements and pages that reflect the product and help it become known.

Price and Pricing ObjectiveThe Rum Bar’s price and pricing objective is

different then most candy bars. The price is more than what you would expect from just a chocolate bar. The Rum Bar pricing is a little bit higher than normal because it is more of a premium candy bar instead of a plain chocolate bar. The price is higher because it does include Rum in the product which limits the target market for which it is covering. The more known the product is then later on there may be an increase on the price and quality of the product to be luxurious and people will want to pay more because its different and they like it. The price would be approximately $1.50 at most retail stores for one bar but anywhere that sells in bulk will receive a discount between $0.50 and $0.75 off depending on how many bars are included in the package that they are purchasing.

Distribution PathTHE RUM BAR’S DISTRIBUTION PATH IS

VERY SIMILAR TO OTHER TYPES OF CANDY BARS. IT STARTS WITH THE PRODUCER WHO MAKES THE PRODUCT AND PACKAGES IT AND FROM THERE IT EITHER GOES STRAIGHT TO THE RETAIL OUTLETS SO THAT CONSUMERS CAN PURCHASE THEM OR IT GOES TO THE WHOLESALER FIRST. FROM THE WHOLESALER THE RETAILERS PICK THE PRODUCTS THEY WANT AND THEN HAVE THEM TO SELL TO THE CONSUMERS.

Producer Retailer Consumer

Producer Wholesaler Retailer Consumer

Retail Outlets Where Sold1. Grocery stores,

2. Liquor (or package) stores,

3. Wal-mart (and other similar outlets),

4. BJ’s(or other wholesale clubs.

Since the Rum Bar contains alcohol the retail outlets where it will be sold is a little different than a typical “candy bar.” The Rum bar has to be sold somewhere that has a liquor license. Retail outlets such as Grocery stores, package stores, and maybe even at big stores like Wal-Mart or BJ’s wholesale. The big difference with this candy bar with other candy bars is the locations it can be sold at. Others can be sold at gas stations and pharmacies such as CVS, whereas the Rum Bar can only be sold at places with their liquor license because it contains alcohol.

Changes if Sold in ChinaI BELIEVE THAT THERE WOULD BE

MINIMUM CHANGES NEEDED TO THE PHYSICAL PRODUCT IF IT WAS SOLD IN CHINA. THE PACKAGING WOULD NEED CHANGES SO IT WAS NOT IN ENGLISH. DEPENDING ON HOW THE LAWS FOR SELLING THINGS CONTAINING ALCOHOL ARE IN CHINA IT WOULD ALTER WHERE THE RUM BAR IS SOLD. IF THEY DON’T HAVE LAWS THAT REQUIRE WHAT WE CALL A LIQUOR LICENSE THEN THE RUM BAR CAN BE SOLD IN MANY MORE RETAIL OUTLETS THAN IT COULD BE IN NORTH AMERICA.