Our company was invented in 1986 by Samuel Jackson, a commercial in the field of the paper mill. It is a commercial company, specialized in school stationeries for children imported by China. Due to a down-turn in our sales, we decided to launch a new fancy product, owing to an innovative and patented concept, which would allow us to integrate into a still unexploited niche. The launching of the new product is a way to revitalize our sales and increase the turnover. Thus, we decided to work with two subcontractors: a French candies manufacturer and a Chinese pen manufacturer. We want to break the routine of children school life. Our core values are generosity and fantasy. For the back to school scenario we want to enhance promotional programs and increase visibility across distribution channels. Then, we are going to invest money in the new product TV promotion which is an expensive strategy. Our final objective is to increase our sales with a new innovative product for children: the CandyPen. Our three marketing objectives are - Create a new demand, a new consumption moment and to reach the breakeven point of 206 521,739 units.