The key purpose of this report is to generate the marketing plan for dare food in the Canadian market
This report assesses that Dare food focuses on premium quality with high prices.
From the findings, it can be assessed that innovation in the Christie and President’s Choice product lines is mainly emphasized on Millennial and family customers.
This report also explains that time period for launching the product is 1 year as it enables the dare food to accomplish its marketing objectives
It evaluates that total budget for launching this product is $100,000 and estimating the revenue is $400,000 in next 1 year
It also illustrated that several marketing communication channels will be used by dare food to endorse the products such as Facebook, YouTube, SEM, Twitter, and SEO.
It also evaluates the marketing communication plan that aids to launch their new products in Canada.
Company Description: DARE Canada
Dare Foods, Limited is a Canada based food manufacturing corporation
It has different companies in Canada and their products are distributed in different nations.
This company was established in 1892 by Charles H. Doerr
It makes and sells the candies and cookies in a small grocery shop in Kitchener, Ontario, Canada (Dare food, 2018).
The Dare food will launch the President’s Choice products in Canada at Zehrs, Fortinos , Loblaws, valu-mart, freshmart and Independent Grocer. The brand name will be Cookie for this product line.
The main aim of making innovation in their products is to develop unique and superior products.
It provides better value to Canadians.
Cookie would be responsible for major innovation in Dare food.
This is a dominant technique to cook a large amount of food promptly.
Situation Analysis
Demographic Forces
The consumer trend in Canada is that there are large numbers of foodies, healthier, and greenies, which leads to some extent of differentiation approach to product development and builds a trend with regards to premiumization.
It could lead to secure the domestic market and more trade opportunities if Dare food will recognize as a brand that meets the market demands (Getz, Robinson, Andersson, and Vujicic, 2014).
Technological Forces
Canada has strong food science as well as agronomy infrastructure in food corporations, and technology centres.
It can be beneficial for Cookie to enhance the innovation that can be applied to Christ and President’s Choice products.
Technology forces will also enable Cookie to enhance the productivity and production value chain in each sector by enhancing the margin and reducing the wastages (Desmarais, and Wittman, 2015).
Socio-Cultural Forces
The consumer emphasizes on more health consciousness, food safety, and the environment as it will continue to grow with the millennial and family customers.
The increasing ethnic diversity in Canada will also lead to more special items and it can be a leading factor for the dare food (Najmaei, Mansori, Zakaria, and Raueiser, 2017).
Competitive Forces
The emergence of the internet will provide different opportunities for low cost and also create high impact on marketing practices of Cookie.
Food interest rate, consumer spending, and taxation may affect the marketing strategies of Cookie and opportunities are offered in the food industry (Charlebois, Creedy, and von Massow, 2015).
Economic Force
The levelling of growth rate in the developed markets, gaining growth rates and a higher level of disposable incomes in developing markets will also create a positive impact on the business of Cookie(Oumlil, Wells, and Scheurich, 2015).
In Canada, there is a need for high investment in production infrastructure as it will put more pressure on Cookie and may lead to develop the Christ and President’s Choice products.
Regulatory Forces
The level of government intervention in the Canadian economy may positively impact on the business of dare food. In Canada, the government focuses on increasing the international trade agreement, specific regulation related to food industry, and the lower level of the trade agreement. It may a positive impact on the dare food business (Lahteenmaki-Uutela, Grmelová, , Hénault-Ethier, Deschamps, Vandenberg, Zhao, and Nemane, 2017).
The new international trade regulation will enhance the ability of Cookie to export more innovative products to export market in both developing as well as developed markets (Magnan, 2015)
Product Strategy
Cookie will launch its innovative product for the people of Canada
It will provide unique quality Christ and President’s Choice products in order to influence the new customers in long-term (Lee, 2016).
Cookie will involve certain elements like the product design, brand logo, superiority, range, structure, packing, and services in the product strategy. Brand logo is shown as above and product design is demonstrated as below.
It could be beneficial to launch the new product in a successful way (Chen, Flint, Perry, Perry, and Lau, 2015).
Place Strategy
A place is a marketing approach in which product will be actually traded.
Marketing idea
Cookie can sell their Christ and President’s Choice products through different place strategies such as direct selling and B2C marketing strategy.
In the direct selling, Cookie will send their salespeople to personally meet and talk with the potential customers (Adekunle, Filson,., Sethuratnam, and Cidro, 2016).
In the comparison of Voortman cookies limited, Cookie will focus on directly meeting with customers.
It can also implement telemarketing by which it can take the orders via phone and emails
It can also trade their products at tradeshow and retail shop
Cookie can also use a combination of this strategy to gain the product’s revenue
In the comparison of Voortman cookies limited, Cookie will implement B2C marketing i.e. modern marketing strategy to trade their products and services
These channels would be advantageous for Cookie to gain the demand of customers with regard to innovative products (Calvo Porral, and Levy-Mangin, 2016).
Cookie can implement the penetration pricing and competitor’s oriented strategy to influence the customers.
In comparison of Mondelez international inc., Cookie can set the prices of products at the lower marginal rate (Dodgson, 2018).
Economy pricing strategy will aid the corporation to influence the bulk of potential customers and increases their share in the consumer market (Prokhorova, Klochko, Kolomyts, and Gladilin, 2016).
Promotion Strategy
In comparison of Mondelez international inc., Cookie can endorse their product via different electronic media like social media, magazines, print media, billboards, and newspaper (Nandonde, and Kuada, 2016).
Marketing idea
In the business scenario, customers highly active on social media hence dare food should use this media channel to endorse their innovative products. These social media channel can be Facebook, Twitter, and YouTube (Wu, Liao, Tseng, and Chiu, 2016).
References
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