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STUDENT MARKETING PLAN FOR COOKIE DIPPERS

BY:
Thomas Kendall



A MARKETING PLAN PRESENTED BY:
THOMAS J. KENDALL
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Table of Contents
Page
1. Background .....................................................................................................................2
2. Strategic Focus and Plan ................................................................................................2
- Mission Statement .......................................................................................................2
- Goals ...........................................................................................................................3
- Competitive Advantage ..............................................................................................3
3. Situation Analysis............................................................................................................3
- SWOT Analysis ..........................................................................................................4
- Competitor Analysis ...................................................................................................4
- Company Analysis ......................................................................................................5
- Customer Analysis ......................................................................................................5
- Industry Analysis ........................................................................................................5
4. Market-Product Focus....................................................................................................6
- Marketing and Product Objectives ..............................................................................6
- Market-Product Grid ...................................................................................................7
- Target Markets ............................................................................................................7
- Points of Difference ....................................................................................................8
- Positioning ..................................................................................................................8
5. Marketing Program ........................................................................................................8
- Product Strategy ..........................................................................................................8
- Price Strategy ..............................................................................................................9
- Promotional Strategy ..................................................................................................9
- Place Strategy..............................................................................................................9
6. Financial Projections .....................................................................................................10
- Break-even Analysis ..................................................................................................10
7. Organization ...................................................................................................................10
8. Implementation Plan .....................................................................................................11
9. Evaluation and Control .................................................................................................12
- Possible Deviations ....................................................................................................12
- Possible Solutions ......................................................................................................12
Appendices:
- Appendix A: Cookie Dippers Flyer ...........................................................................13
- Appendix B: Cookie Dippers Coupons......................................................................14
- Appendix C: Cookie Dippers Survey ........................................................................15




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1. Background

Cookie Dippers is a new product made by Kendall Enterprises. This product was
designed to solve the problem created when dipping cookies into milk; the problem of having to
choose between dipping the entire cookie and putting your fingers in the milk or only dipping a
portion of the cookie.

Kendall Enterprises is a new company based in Boston, Massachusetts. It is a brand new
company looking to create innovative new luxury products designed to help solve everyday
problems. Cookie Dippers is the first product that Kendall Enterprises is responsible for to this
point.

Boston is located on the East shore of Massachusetts in the North East region of America.
The population of Boston, MA in 2012 was 636,479 and the median household income in 2011
was $49,081. The average age of Boston residents is 30.8 years old, and of the total population
that is 25 years of age or older 84% have a High School or higher and 42.7% have at least a
Bachelors Degree. Although Boston is above average for crime among U.S. cities, citizens
consider most parts fairly safe.

The residents of Boston, MA pride themselves in sports and heritage, which is very richly
Irish. The residents of Boston also show a high interest in food and food services. The third
most common industry in Boston as of 2011 was accommodation and food services, and the third
most common occupation as of 2011 was cooks and food preparation workers; meaning food is
very prominent to the Boston population.


1. Strategic Focus and Plan

This portion of my marketing plan is focused on how to create success with Cookie
Dippers. The next three topics will examine how to hopefully achieve the success we envision.
The three topics being presented are: the mission statement, the financial and non-financial
goals, and the competitive advantages of Cookie Dippers.

Mission Statement:

Our mission at Kendall Enterprises is to supply consumers with products that will help
fulfill their needs/wants at a reasonable price. We imagine affective products for everyday use.



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Goals:

Financial:
1. Have a profit.
2. Double the financial value of the corporation in the first year.
3. Be able to afford expansion of the company to the entire country by Jan. 1, 2019.
4. Make 10% profit from sales by Jan. 1, 2015.

Nonfinancial:
1. Fulfill the needs/wants of everyday consumers.
2. Create customer loyalty to Cookie Dippers.
3. Maintain an ethical and economically positive corporation in the eyes of our
customers and our competition.
4. Make Cookie Dippers the highest possible quality, while still being affordable to
consumers with a wide range of incomes.
5. Begin selling Cookie Dippers in 10 or more shopping centers or supermarkets by the
end of the first six months in and around the Boston area.
6. Create Cookie Dippers using recycled materials.

Competitive Advantage:

The biggest competitive advantage of Cookie Dippers is that there is no product like it in
the market right now. Creating a thin fork made with 100% recycled materials to slide through
the side of cookies will put Cookie Dippers in their own market with very little competition.
Another competitive advantage Cookie Dippers has is that the product will be made with 100%
recycled materials. With a large market for green products in society today than ever before
Cookie Dippers will gain a large market segment of cookie eaters who are also environmentally
friendly. Another competitive advantage we have is that we stress high quality and customer
satisfaction, which are two traits that consumers care very much about. We also plan on
getting Cookie Dippers into supermarkets and shopping centers which will give us the
competitive advantage of being easy to access and conveniently ready for purchase at any time.

2. Situational Analysis

The SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis gives us an idea
of what kind of external and internal environment Cookie Dippers face. On the top of the
following page (3) you will find the SWOT analysis of Cookie Dippers:


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Strengths Weaknesses
I have experience using forks to dip
cookies, so Cookie Dippers were
designed for the most effective dunking
and dipping use.
Kendall Enterprises is a new company
and Cookie Dippers are a new
product which may cause consumers
to question the reliability and quality
of Cookie Dippers.
There are no patents for a cookie
dunking product yet, so laws do not
prevent me from making Cookie
Dippers.
With no reputation as a company it
may be difficult to find stores that
will purchase Cookie Dippers.
100% Recycled Materials Costs of producing a never before
seen product are high.
Our goals are to satisfy consumers and
leave them happy.
It's expensive to seek out and hire
new employees.
Opportunities Threats
The U.S. is a country currently obsessed
with luxuries. The American social
culture tends to want the newest,
biggest, and most expensive which will
help Cookie Dippers since they are a
luxury product.
The health of the U.S. Economy is
poor right now and with high
unemployment levels many people
are losing the will and the ability to
spend their money on luxuries and
non-necessities.
Nearly every American has dunked a
cookie in milk before. Everybody can
relate to the problem the Cookie
Dippers supply a solution to.
With little to no competition, market
growth and potential is unknown.
Cookie Dippers will have no
competition locally.
Putting Cookie Dippers in stores locally,
consumers will find ease in purchasing
them.
Internal Forces
External Forces
My target market may not see the big
difference between Cookie Dippers
and plastic forks.

Competitor Analysis:

With so many cookie companies holding such equal shares of the market, and Cookie
Dippers being designed with Oreos specifically in mind, it is important that Cookie Dippers can
be used for other cookies other than just Oreos.

There is not very much competition for Cookie Dippers because it is the first product to
serve the function that it serves. Forks can be used to slide through the middle of a cookie;
however Cookie Dippers are thinner and do a better job. They are also made of 100% recycled
materials and cost approximately $4.50 per 100ct, while plastic forks cost between $5.00 and
$6.00 per 100ct.
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Cookie Dippers do not have any competition in the industry of cookie dunking/dipping
utensils in the Boston, MA area or anywhere else in the country. However, when people make
homemade cookies they may not make a trip to the store before hand and may not get the
opportunity to purchase Cookie Dippers. This missed opportunity will hurt the sales of cookie
dippers and therefore my largest competitor is actually homemade cookies.

Company Analysis:

Cookie Dippers will be working with Oreo to promote the use of the product when eating
Oreo cookies. Since Oreo has had success in the wholesale industry and the cookie industry,
Cookie Dippers will have an advantage in promoting our small name product to local grocery
stores. Oreos popularity will also hopefully help promote the use of our product.

Since I, Tom Kendall am the inventor of Cookie Dippers and thought of the idea to help
solve the problems with dipping cookies in milk with your fingers, I have the experience and
expertise to design the most effective utensil to solve that problem.

The use of 100% recycled materials will put me in partnership with Econyl Inc. Econyl
is a large Italian based company that has the technology to produce nylon using 100% recycled
materials, and they will be helping Cookie Dippers produce an environmentally friendly plastic
to use for Cookie Dippers. This may also help Kendall Enterprises to someday expand the sale
of Cookie Dippers to Italy as well.

Customer Analysis:

Most of the customers of Cookie Dippers will be from the Boston Area, at least to begin
with. Since the residents of Boston tend to be fairly eco-friendly and green I will have an
easier time promoting Cookie Dippers in the area. Most of our customers will be between the
ages of 12 and 30 years old, and will be of middle to upper-middle income households. Since
the residents of Boston tend to be younger than other major U.S. cities the colors of Cookie
Dippers will be bright, fun, and modern colors to appeal to the youthful and exciting market
segment.

Industry Analysis:

America is becoming more and more eco-friendly and environmentally aware. This is
especially true in the North-East. Many young people country wide are taking stands to change
their environmental impact. Cookie Dippers will appeal highly to this market segment, which
there is a large population of in the Boston, Massachusetts area.
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3. Market-Product Focus

In the following section Cookie Dippers marketing and product development will be
described in detail. Marketing and product objectives will give information about what some of
the objective Cookie Dippers wants to achieve through the marketing and the quality of the
utensil. A market-product grid can also be found in this section as well as the target market,
what the points of difference are, and the positioning of the company.

Marketing and Product Objectives:

Cookie Dippers goal for marketing is to inform the target market that the utensil is a good
solution to the problems that come with dipping cookies in milk. We also want to promote
ourselves as a company that respects, supports, and listens to our customer base, while supplying
the best possible quality of products at the best possible prices. This is in order to build customer
loyalty, so when they are finished using the cookie dippers they purchased they go back again to
buy more.

Cookie Dippers main goal for marketing is to communicate the advantages of buying
our products to current cookie buyers and eaters. If we can inform current cookie eaters of the
high quality products we are selling we are doing a good part of our job as marketers. Another
goal of marketing our product is to inform the population of cookie eaters in the Boston area that
we are supplying a product that is green and made with 100% recycled plastics. These two
marketing objectives are our most important at Kendall Enterprises for the marketing of Cookie
Dippers.

A good promotional idea that we would like to try is putting on marketing events at high
schools and middle schools in the area. We plan on hosting dances for the students of the
schools and setting up tables with cookies and milk and our own Cookie Dippers on the table.
This will be to promote our name and hopefully create a good impression of the good service
that our company is willing to provide. This will also help us connect with part of our target
market and then will let those customers promote our company and product for us if they are
pleased with the job it does.

Market Product Grid:

On the top of page 7 you will find the market-product grid for Cookie Dippers. It
analyzes the market segments and helps identify our target market(s).



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Market-Product Grid:
Oreos
5 4 2
1 House Parties 4
Market Segments
Product Offerings
Other Cookies Homemade Cookies
Events
Personal Use
2
3 2 1


5 4 3 2 1
Large Medium Small

When analyzing the market-product grid above we can see that the best marketing
strategy would be to market towards individuals who eat cookies on a regular basis even when
there is no occasion, and we want to promote the Cookie Dippers to individuals who eat Oreos
and other brands of cookies that can be purchased at supermarkets and grocery stores. The
above grid also tells us that it important not to spend a lot of money trying to market to events
that will have a lot of homemade cookies at them or to house parties that are serving Oreos. This
means we need to look at times of the year that have events and house parties such as these. For
example: many house parties around Christmas time serve homemade cookies rather than store
bought cookies, therefore we should not do as much advertising for house parties during the
Christmas season.

Target Markets:

Through market research and analysis of companies who started similarly to how we are
starting we have discovered that our target market should be a defined well but be broad at the
same time. How this works is we should know what age, gender, income, prior education, and
interests our target market consist of. However, we should not limit ourselves to that target
market, and if we find out that our sales are going to a market segment that we hadnt predicted
we should consider changing or adding to our target market.

For any consumer that is looking for a utensil or accessory for food we can tell that the
person is trying to improve their eating experience. So when we promote our product to our
target market we will guarantee to them that their eating experience will be improved with
Cookie Dippers.

Cookie Dippers has a target market of men and women ages 12-30 years old, who are
avid cookie fans (mostly everybody) and that come from a middle or upper-middle income
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household. This is because we have determined that Cookie Dippers are a luxury product and
are mostly going to be sold for personal use and second most for house parties. We can see that
Boston fits our target market well.

Points of Difference:

Cookie Dippers have unique attributes that make them different than our competitors:

- Cookie Dippers are the only utensil specifically designed to dunk cookies in milk
- Cookie Dippers are made with 100% recycled materials
- We offer the lowest price for a product such as this
- Customers will be able to find Cookie Dippers in their local grocery store where they
buy their cookies
- We offer a coupon for a free 100ct package of Cookie Dippers for every 200 used
Cookie Dippers that customers mail in to our company warehouse in order to recycle
and reuse the plastic from them.

Positioning:

Kendall Enterprises wants to have a reputation as a company that stands by its customers
and can be relied on to provide the best service and the highest quality at the most affordable
prices possible. We also want to gain respect as a company that is very aware of our
environmental impact and we want to reduce the amount of impact we have. Since the Cookie
Dippers are made with 100% recycled materials we should be able to gain the respect of eco-
friendly consumers and hopefully attain that market segment as part of our main customer base.

4. Marketing Program

Product Strategy:

Kendall Enterprises offers a fairly simple product line for Cookie Dippers:

1. Sample Pack: 10 count of Cookie Dippers - $2.25
2. Personal Pack: 25 count of Cookie Dippers - $3.00
3. Family Pack: 50 count of Cookie Dippers - $4.00
4. Party Pack: 100 count of Cookie Dippers - $4.50
5. Event Pack: 250 count of Cookie Dippers - $7.00

Our goal is supply any person with perfect amount of Cookie Dippers for the situation
that applies to them. We will ask the stores we sell the range of our products to about how
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quickly their inventory of Cookie Dippers are moving off their shelves in order to keep a good
relationship with our major direct customers(Supermarkets & Grocery Stores), and to make sure
we are not manufacturing too many or too few Cookie Dippers.

Price Strategy:

As a marketing/selling strategy we offer deals to consumers and businesses that purchase
our products. For example, if a customer is walking through their local supermarket and wants
to buy Cookie Dippers they have the option of buying a personal pack of 25 Dippers for $3.00 or
they can double that amount and buy the family pack of 50 Dippers for $4.00, just $1.00 more.
So they save $2.00 by buying the family pack rather than buy two of the personal packs. We
also offer deals like this to the stores that purchase our Cookie Dippers in bulk. If a store
purchases 50 of any of the packs we offer they get 10% off their order, and if they purchase 250
or more of any pack we offer they save 15% off their order. This is a good incentive for stores to
purchase more of the Cookie Dippers because it gives them the chance to make a larger profit.

Promotion Strategy:

At Kendall Enterprises we can see that it is tough for new businesses in todays economy,
which is why we are going to offer many promotional deals for our new customers. One way we
plan on promoting our new product Cookie Dippers is to put a couple of ads is the Boston Globe
for a two month span that has a coupon for buy one get one free. We are also going to put a
coupon on the packaging for the Cookie Dippers that customers can cut out and get $1.00 off
their next purchase of any package of Oreos and Cookie Dippers. The coupons will have an
expiration date and a limit of one per customer. These coupons can be found in Appendix C.

We are also going to hang up flyers outside and around local stores that you can buy
cookies, along with in the stores that Cookie Dippers are available for purchase. The flyers will
have deals on them such as buy 2 get one free on any variety pack. We will also have
promotional 10 packs given away for free to any customer who buys two packs of Oreos. The
flyers will have an expiration date and a limit of one per customer printed on them. See
Appendix B to view the flyer.

Another promotional strategy Kendall Enterprises is going to use to help market Cookie
Dippers is to put on a couple of dances at local middle schools around the Boston area and give
out free single packaged Cookie Dippers with cookies and milk to the students. I would also
hang up the flyers and hand out the coupons that were previously mentioned.



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Place Strategy:

Our strategy on where to sell Cookie Dippers is mostly in big name box stores that sell a
wide variety of cookies. This is so that the cookie eaters that we want to connect with when we
market our product will have easy access to purchase our product if they want to. It is also so
that our target market hears a lot and sees a lot about Cookie Dippers and we can become a
memorable product in their minds.

6. Financial Projections

To determine the break-even point for Cookie Dippers we need to look at the fixed costs
of the company in the first year. The cost of running Kendall Enterprises per year is $60,000.
The cost of producing 185,000 Cookie Dippers is $4,625. Those 185,000 Cookie Dippers will
be split into: 1000 Sample Packs, 1000 Personal Packs, 500 Family Packs, 500 Party Packs, and
300 Event Packs. This tells us that the average cost per Cookie Dipper is $0.025. What we are
charging makes the average price per Cookie Dipper is $0.0996. There is also an initial cost of
$500 to have Cookie Dippers plastic molds made and startup costs with the plastic
manufacturing company. Below you can find the calculations for the break-even amount.

BEP = [Fixed Costs (Average Price Average Cost)]

BEP
Quantity
= [$60,000 ($0.0996 - $0.025)] = 804,290 Cookie Dippers

BEP
Revenue
= 804,290 Cookie Dippers $0.025 = $20,107.24

7. Organization

Kendall Enterprises has two owners, Thomas Kendall and John Kendall. Thomas
Kendall is a current student of Siena College located in upstate New York. John Kendall is a
graduate of Castleton State College located in central Vermont. John graduated from Castleton
State College in 2013 with honors. Kendall Enterprises working in conjunction with Creative
Extrusion & Technologies, a plastic manufacturer located in Brockton, Massachusetts. This is
the company that makes the molds and actually forms the Cookie Dippers. However, we get our
recycled plastics from Econyl, the Italian company mentioned earlier. So here at Kendall
Enterprises we design and purchase the materials to be made by our partner Creative Extrusion
& Technologies and then we receive the Cookie Dippers in bulk. After we receive the Cookie
Dippers we then hand package them to save money, for we are a new company and found that it
is cheaper to cut and label the plastic bags ourselves. We currently have 5 employees that are in
charge of sorting and enclosing the packages before shipment to stores.

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8. Implementation Plan

We have only planned events within the next six months of the company because we
cannot account for the possible extrapolation of events in the future past six months. The events
we have planned are as follows:

Date(s) Event
January 14, 2014 Meetings with 2 local Walmarts, 1 Shaw's, 2 Cost-Cos, and 4 Hannafords.
February 5, 2014 Advertisement in the Boston Globe with cutout coupon attached.
February 12, 2014 Hang Flyers with promotional deals in and around stores selling Cookie
Dippers.
February 21, 2014 Host Match Charter Public Middle School dance. Give free samples of Cookie
Dippers along with Oreos.
March 1, 2014 Host Hurley K-8 Elementary/Middle School dance. Give free samples of
Cookie Dippers along with Oreos.
March 13-14, 2014 Advertise an online survey about customer satisfaction. In return for
completion of the survey people will receive a voucher for $1.50 off any
package of Oreos and pack of Cookie Dippers combination.
April 4, 2014 Get feedback from stores selling Cookie Dippers about sales.
April 20-28, 2014 Send 3 employees to stores to make observations of consumer buying habits
when buying Cookie Dippers and how that is connected to their purchase of
cookies.
May 5, 2014 Put advertisement in 2 local news papers about the giveaway event coming
up on May 30.
May 16, 2014 Place advertisment in Boston Globe about the Quincy Market event on June
13, 2014.
May 30, 2014 Giveaway event! Give a free Personal Pack of 25 Cookie Dippers to the first
15 customers to purchase Oreos at any store Cookie Dippers can be
purchased at. Limit one per customer.
June 13, 2014 Downtown event in Quincy Market. Free Sample Packs of Cookie Dippers.
Free t-shirts with purchase of any Cookie Dippers product pack.
June 30, 2014 Full company meeting. We will evaluate our progress and success as of this
point. Are we meeting financial and non-financial goals? Are we making
10% profit? What is our reputation?









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9. Evaluation and Control

As stated in our mission statement, some of our biggest goals as an organization rely on
customer satisfaction. When we evaluate our company we dont only look at profit or lack of it,
we look at what feedback weve had and what potential we have for the future.

Possible Deviations:

1. We may not make enough profit to keep our company in business.

2. There may not be enough demand by consumers in the Boston area to continue
producing Cookie Dippers.

3. Stores may not purchase Cookie Dippers to place on their shelves.

Possible Solutions:

1. My brother and I may have to start working part time for Kendall enterprises in order
to cut company costs. We may also have raise the prices on Cookie Dippers or lower
the amount of units that we put in each pack; for example: we might change the
Family pack from 100ct. to 75ct.

2. We might have to go on trips around New England or the entire West Coast trying to
sell Cookie Dippers to more big stores. We may also have to find a new location to
move Kendall Enterprises to and base our sales out of there.

3. If stores dont purchase Cookie Dippers for their shelves we may have to go to
bakeries and try to sell to them. We might also create a website to order online. One
final possible solution could be to try to create a deal with Oreo and have them attach
a couple of Cookie Dippers to each package.










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Buy any two packs of Cookie Dippers,
Get one of equal or lesser value free!
-Just cut out this coupon and present
it at the time of the purchase-

Limit One Per Customer
Expires June 30, 2014
Buy any two packs of Oreos Get a
Sample Pack of Cookie Dippers Free!
-Just cut out this coupon and present
it at the time of the purchase-

Limit One Per Customer
Expires June 30, 2014
Appendix A
Cookie Dippers Flyer






































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Buy 1 Get 1 Free
on any Cookie Dippers product
of equal or lesser value
-Cut out this coupon and present
it at the time of the purchase-
Limit One Per Customer
Expires June 30, 2014
15% OFF when you spend $5.00 or
more on Cookie Dippers Products
-Cut out this coupon and present
it at the time of the purchase-

Limit One Per Customer
Expires June 30, 2014
Thank you for your purchase.
Take $1.00 OFF your next one!
-Cut out this coupon and present
it at the time of the purchase-

Limit One Per Customer
Expires June 30, 2014
1 FREE pack of OREOs when you spend
$7.00 or more on Cookie Dippers
-Cut out this coupon and present
it at the time of the purchase-

Limit One Per Customer
Expires June 30, 2014
Appendix C
Cookie Dippers Coupons






































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Appendix D
Cookie Dippers Survey






































PLEASE TAKE THE TIME TO FILL OUT THE
FOLLOWING SURVEY


Do You Like Cookie Dippers? YES / NO

How Often Do You Use Them Per Month? 0 1-3 4-6 7-9 10+

Gender: M / F

Household Income: < $30,000 < $50,000 < $75,000 < $150,000

Favorite Cookie: Homemade Oreo Other .

What Have You Used Cookie Dippers For? House Parties Personal Use Events

Other (Please Specify) .

Where Did You Purchase Cookie Dippers? Walmart Hannafords Other

Where Did You Hear About Cookie Dippers? .

What, If Anything Can Be Improved About The Design Or Sales Of Cookie Dippers?
.


COMPLETE THE SURVEY ABOVE TO RECEIVE
$2.00 OFF YOUR NEXT PURCHASE OF ANY PACK
OF OREOS AND COOKIE DIPPERS
COMBINATION.

Limit One Per Customer
Expires June 30, 2014
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