Thomas More KempenBachelor Agro- and Biotechnology

Food TechnologyAndrea Vanhoorne, Anne Vanbuel, Hannelore Vervecken, Jan Boonen, Korneel Leys, Michai Bernaerts, Niels Geboers

Retail and ConsumersBroat is a healthy cracker everyone will enjoy, but the mostlikely consumers are adults 18 years and older. The fact thatBroat is gluten-free makes it an ideal snack for people sufferingfrom coeliac disease.Broat will be sold in F1 supermarkets such as Colruyt, Delhaize,Carrefour and Makro. That makes 590 stores in Belgium. Broatis an ideal cracker to enjoy traditional cheeses. It could be usedfor promotional initiatives of local cheese producers. Also othertoppings go very well with Broat, pâté, jam, cold cuts, spreads.For every person’s taste!

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Average price (€/kg)

Crackers (competitor)

Gluten free (competitor)

Oat Crackers: Marketing Plan

Sales Forecast of BroatBroat will be offered with 5 different flavours; cocoa/fennel, fennel, chive, black tea and citrus. Broat will be sold in small boxescontaining a single flavour or in a larger mix with all 5 flavours together. Belgians consume 1259 tonne of crackers a year.Adults between 18 and 65 years old consume 3,5 tonne crackers each day.

Year 1 2 3Market share (Crackers) 0,88 1,08 1,22 %

Quantity produced 11,11 13,56 15,34 tonne

Total Costs of Sales 70458 85591 96794 euro

Gross Margin 28183 34237 38718 euro

Net Sales Value 98641 119828 135512 euro

EBIT 8183 11737 13718 euro

EBIT Margin 8,3 9,8 10,1 %

Summary 3-years Sales Forecast

We aim at a market share of 0,88% the first year of production. Therefore weneed to produce 11 tonne of Broat on an annual basis. We can achieve agross margin of 40% the first year of sales and an EBIT margin of 8,30 % . Inthe future, the market share of Broat will grow from 0,88% to 1,22% in the first3 years. The production will increase with almost 40%. This will result in anincrease of the EBIT margin to 10,10 %.

Consumer PricesCompared to our competitors on the market of gluten-free crackers, we can present interesting consumer prices.

Coc

oa (

240g

)

Fen

nel (

240g

)

Chi

ves

(240

g)

Citr

us (

240g

)

Bla

ck T

ea

(240

g)

Mix

(1k

g)

Consumer price (€) 3,02 3,15 3,15 3,15 3,15 9,4VAT % 6 6 6 6 6 6

Consumer price ex VAT 2,85 2,97 2,97 2,97 2,97 8,9Consumer price/kg 12,6 13,1 13,1 13,1 13,1 9,4