Introduction

The idea behind cereal bars is that they provide a quick snack or breakfast for someone who is on the go. Assembling a full breakfast may be a challenge for someone with a tight schedule, and many people believe that breakfast is an important meal, so cereal bars fill the need. Someone can also snack on a cereal bar in the middle of the day, with some people carrying cereal bars so that they can keep their blood sugar under control. A cereal bar before a workout can provide more energy, and likewise with a cereal bar consumed at a low point in the work day. The nutritional value of cereal bars varies considerably. Many companies make versions which are heavily sweetened, with a low fiber content and few vitamins or minerals. While these cereal bars may be tasty, they do not confer very much nutrition, and they may not provide the same benefits as a healthier version. Especially when cereal bars are being eaten as a meal replacement, it is important to seek out a cereal bar which provides some basic nutrition, rather than a cereal bar which is basically a sweet treat in wolf's clothing.
There are some things to look for when buying cereal bars which can be used to select a product with the most nutritional value. The sugar content should be low, ideally less than 15 grams, while the fiber content should be high, usually above five grams. High protein is another thing to look for, as are vitamins like C and A, with a cereal bar ideally having at least 25% of the daily value of two or more vitamins. Avoid cereal bars which are dipped in candy coatings, or cereal bars with ingredients like marshmallows, chocolate chunks, and other candy ingredients. Dried fruit and nuts are good ingredients to look for, as they can provide extra nutritional value.

Fonterra is New Zealands largest multinational company which founded andheadquartered in Auckland, New Zealand which has almost 15,900 employees. Fonterracontain rich heritage of dairy expertise and passion. This comes from generations of producing quality dairy products enjoyed by consumers and consumers in more than 140countries. Today, it is the worlds leading exporter of dairy products and responsible for more than 1 third of international trade. The Fonterra are famous with their dairy products u c h a s A n c h o r w h i c h i s a l s o k n o w n a s F e r n l e a f w h i c h p r o v i d e g o o d n u t r i t i o n f o r everyone , Anlene which is specially formulated for adults optimal bone health and alsoAnmum which is design to meet the needs of pregnant and nursing mothers. Besides that,the other key point products of Fonterra are cheese, yogurt, ice-cream, and also butter.F o n t e r r a s s t r a t e g y w a s f o c u s e s o n f o u r a r e a s t o m e e t t h e c h a l l e n g e s a n d opportunities in the dairy industry. Firstly, Fonterra always ensure that their products remain one of the lowest costs, sustainable dairy co-operatives in the world. Besides that,it also builds trusting partnerships with customers by being a multi-origin supplier, and builds more valuable relationships through supply chain integration and innovation. Furthermore, in high growth markets, where it is not practical to use New Zealand milk,Fonterra will leverage their cow to consumer expertise to take leadership positions usinglocally produced milk. Lastly, Fonterra want to makes their products the first choice of customers and consumers wherever they do business.Recently, Our company had produced a new product which is an energy bar, BBBAR. The energy bar is providing a high concentration of carbohydrates, proteins andfats. BB BAR is made from cereal, whole grain wheat, milk, and nuts. It consist muchn u t r i t i o n w h i c h c a n p r o v i d e u s w i t h a c o m b i n a t i o n o f e s s e n t i a l n u t r i e n t s l i k e f i b e r , vitamins and minerals. Whole

grain foods play an important diet in our daily life which was selling at RM2.99 per bar.

Marketing Mix
Marketing mix strategy is a set of controllable tactical marketing tools that firm blends to produce the response it wants in target market. Marketi ng mix often called as the 4Ps Product, Price, Promotion and Place. Our company has produced a new product base on this strategy.

Product:
Our company has produced a new product which called BB BAR. It is marketed to fulfil the consumer wants and needs. It can also be called as an energy bar. BB BAR is made f r o m c e r e a l , w h o l e g r a i n w h e a t , m i l k , a n d n u t s . I t c o n s i s t m u c h n u t r i t i o n w h i c h c a n provide us with a combination of essential nutrients like fibre, vitamins and minerals. Whole grain foods play an important diet in our daily life. B B B A R h a s b e e n j u d g e d b y t h e H e a l t h D e p a r t m e n t w h i c h e n s u r e s t h a t i t i s suitable serve to everyone. BB BAR i s c o n s i d e r e d a s a c o n v e n i e n c e g o o d s a n d i s a n inexpensive item. Consumer would buy frequently, without much conscious thought. Compared to the others a brand, our product has a new image that attracts consumers attentions. We have used a unique name that sets the product apart from the other competitors. This makes the consumers easily remember our product name and be more aware to our products. Besides that we also design a slogan which created more awareness by consumers. Through this method, the consumer will recognize our product when they are considering a particular product category. Our product name is shown as below:

Packaging of a product is known as an important part of a product. It helps to p r o t e c t t h e p r o d u c t f r o m d a m a g e , c o n t a i n t h e p r o d u c t , p r o m o t e p r o d u c t b e n e f i t s , communicate and add convenience to the consumer. Fonterra Company had decided to create a new image of packaging to attract more attention from consumer and made more awareness to the market. Our new package is convenience for the consumer cover is designed for an easy opening. The information provided on the packet includes the ingredients, operating instructions, expiry date, nutrition information and vitamin and mineral content. It enables the consumer to read before they purchase our product. For example, our product is approved by the Indian Health Ministry and a mark that shows that our product had passed the test.

Price
When we were to decide to set our new products price, we had faced a problem. There are some companies who had produced same category product with us. So, we tried not to set a high price to competitors. So, we had decided to set a price at Rs. 25 per bar and Rs. 15.99 per bulk. There are 6 bars in a bulk. This is because lower price generally lead to higher sales volume. Although the BB BAR is not expensive, but it still can help our company to gain profit. The price had support the organizations operating, administrative and research and marketing cost like advertising an d sales. The other r e a s o n w e d o n o t s e t a h i g h p r i c e b u t p r i c i n g a t t h e n e a r m a r k e t p r i c e s i s w e t r i e d t o reduce price wars in the industry and get the double win situation. We had to choose two types method for pricing BB BAR , price skimming and p e n e t r a t i o n p r i c i n g . A m o n g t h e s e t w o m e t h o d s , w e h a d c h o s e n t h e p r i c e s k i m m i n g method. We set an initial high price to cover our new product costs and generate a profit. Therefore, our new product price is still affordable for everyone and the consumer will be willing to purchase BB BAR.

Promotion:
Promotions are the activities which the firm undertakes to communicate and promote products to the target market. Therefore, it is very important that if a business wants to succeed, it should have a sales promotion strategy in mind. The primary objective of a sales promotion is to improve a company's sales by predicting and modifying the target customer's purchasing behavior and patterns. Sales promotion is very important as it not only helps to boost sales but it also helps a business to draw new customers while at the same time retaining older ones. Our BB bar promotional strategy can consist of: Advertising: advertising is any non-personal paid form of communication using any form of mass media. BB bar will be promoting through advertising media such as newspaper, mails, magazines, radio and internet.

 Web site promotion strategy: And information about our BB bar available can increase visitors to our company site as well as making money online. This can help consumers to more understand the functions and features of BB bar. Outdoor advertising: we will advertise BB bar on signs, banners in stadiums and billboards. Sales promotion: short-term promotional activity commonly designed to stimulate consumers and used to obtain an increase in sales. For example, we will held Trade Shows which is we rent booths to display, demonstrate BB bar to consumers or give free trial eat our BB bar to consumers in campus and shopping center that are for let the consumers aware BB bar and its goods. Public Relations: creates positive relations with their communities, investors, industry analysts, government agencies, and the news media. Companies seek favorable publicity to create interest in their products. Consumer contests, games and consumer sweepstakes will be conduct to increase sales by means of contests. Besides that, we also can promote our BB bar through special-event sponsorship such as charity, beauty contest or model contest.

Place:
Firstly, BB bar will sell in every city of India especially in Delhi, Mumbai, Chennai, Kolkata etc. for trial sale. We will distribute BB bar through Wholesale Distribution channel which is combination convenience store, gas station, hypermarkets such as reliance, big bazaars and others shopping centre in whole India. If the sales volume of BB bar is profitable in India, then the BB bar will promote to other countries.

Target Market:
The target market of our new product - BB Bar is target to every level of the consumers, but our main targets are those career men and women as their meal replacement, and also for kids or teenagers as their handy breakfast. Besides that, senior citizens are also one of the target markets of our company. The reasons of why we targeting on them are because our company wants to provide convenience and to let our consumer to gain balanced nutrition in order to obtain benefits and perform well in their daily life.

Market Segmentation:
Geographic Variable: As this variable is focus on the target areas of this product, our company has decided to introduce our new product in India only. Our company will set a period of time which is the first 12 month as trial testing to observe the total sales of this product. Once our company considers this product can be expansion to other country, United States country will be the next geographic variable target. As a result of the desires of Americans for a healthier diet, our company thinks that BB Bar is quite suitable for them to achieve a healthy lifestyle. Demographic Variable: This variable is referring to the physical characteristics of people such as age, gender, income, and others. Our company has segmented this product to every level of consumers such as kids, teenagers, youths, adults and also senior citizens. As the parents, they can buy this nutrition bar for their children as snack instead of those snacks which is lacking in nutrition. Teenagers can bring this handy bar go to school as their breakfast every day, it is very convenient for them to bring along instead of bringing a big case of breakfast to school. According to a research, almost 20 per cent of those who consume nutritious bars are doing so as a meal replacement at desk, and the proportion of women consuming these

products as meal replacements is much higher (25 per cent) than men (9 per cent). So, our company are going to focus to the female especially the busy career women due to the women were more likely to claim convenience as a primary benefit over male consumers. Our company would also turn some of our marketing efforts to older consumers. Nowadays, consumers over 55 are increasingly active and are joining health clubs, therefore which is more likely a strong potential market for our new product. Behavioural variable: This variable is referring the occasions, loyalty rate, and benefit segmentation. Some products or services are seen as being appropriate for a particular situation or occasion. Our company is trying to convince the public that BB Bar is a foodstuff that is suitable for any occasion and can be taken anywhere. The ingredient of BB Bar contains calcium, protein, iron, vitamins and otherwise. Nowadays women are at a high risk of getting osteoporosis because women needs more iron and calcium than men, so that this BB Bar can help women to prevent this kind of diseases and also enhances their bones. Calcium also plays an important role to children and youths in building stronger, denser bones early in life and keeping bones strong and healthy later in life. Since the BB Bar can reach the requirement of consumers and its can provide benefits to those consumers who take it as a daily meal.

Conclusion
Our company produces, distributes, markets and sells ready to use dairy products throughout the world. We capture the goodness of dairy to produce products from ready-to-drink milk and nutritional milk powders, to butter, yoghurt, superbly crafted specialty cheeses and indulgent ice creams. Our wide range of products caters to different consumer needs. We have Growing up Milk formulas specifically for children right through to enriched calcium milk. Our BB Bar is considered as a convenience good and is an inexpensive item. Our product has a new image that attracts consumers att entions Compared to the other brands. We have used a unique name that sets the product apart from the other competitors. This makes consumers easily remember our products name and be more aware to our product. We will develop more new innovative and healthy dairy products and keep Fonterra's brands as the first choice for consumers by focusing our energy on continuing to have a deep understanding to them. Finally, we hope that BB Bar can become our company most famous product. We hope that it can demand by our consumer all over the world as it is a healthy and delicious product.