Sales Projections and Promotions Strategy for Local Grocery Delivery Company in Saskatoon, Canada

How did you project your sales numbers?

1. Sales Schedules Projection for over 5 years

Describe sales projections over the first 5 years and answer the following questions:

How did you project your sales numbers? (cite research, describe assumptions)

How do these projections relate to your market analysis (demand) and operating capacity?

At what percentage (%) of your capacity are you projecting sales? How will this change over time?

Below the description, include a table (or tables) showing:

Sales projections over 5 years and/or

Projections for each month in the first year if you expect small changes over time but have a lot of seasonality

Additional Information:

Business Description  

Local Grocery Delivery with Meal Recipe Ideas. Based on the ingredients you will buy.

Location: Saskatoon, Canada 

Our company is a local grocery store delivery company providing local and organic grocery packages directly to their doorstep. Our target audience will include working professionals as well as families( a higher income target). By providing groceries from local stores it will help in supporting local business as well as creating jobs for people in the community. By using local businesses it creates a unique business setting us apart from other delivery services, which are supporting large chain companies and products. We will have different hand picked packages available with recipe recommendations based on the packages picked.  Grocery packages will be ordered by a set date to then be delivered the following week. 

Social Media Marketing

The pandemic drove social media usage to new heights, a pattern that we expect will have a lasting effect on our forecasts for years to come. As seen in the graph found in Appendix C, our target market ages between 25-45 is the three highest age group that uses social media as of January 2021. That being said, YXEDOORSTEPMARKET will use Facebook and Instagram for our social media platforms.

According to eMarketer’s report, Facebook will maintain the top position for social media usage in Canada, with 21.1 million monthly users this year followed by Instagram that has 14.4 million (See Appendix D). With this, we will be using Facebook to reach our target audience through ads as well as creating a Facebook page to build a community by allowing our customers to provide reviews, share opinions, voice concerns, and offer their feedback. Similar to Facebook, Instagram will also help us build our brand, gain local support, and connect with our customers. In addition to this, Instagram also provides us an opportunity to create connections with like-minded local brands/companies and attract more consumers.

Aside from social media marketing, we will also use referral marketing by rewarding our customers with exclusive regards like discounts, gift coupon, or cash incentives for every referral they make. Through this, we hope we can increase our engagement and foster loyalty with our existing customers while new customers increase our sales organically. According to our research, 92% of consumers trust recommendations from people they know, and referrals influences up to 50% of all purchasing decisions (See Appendix E).  

Sales Promotion

YXEDOORSTEPMARKET will run a sales promotion that gives n% off their next food basket when they refer a friend to sign up with our subscription service. This incentive will be sent out through emails to our existing customers, and each will be given a referral link to forward to the contacts of their choice. This email will also contain a link to YXEDOORSTEPMARKET’s website, so potential customers can have access as much information about our products and service as they want before deciding whether to sign-up.

Although this deep discount will reduce short-run profits, YXEDOORSTEPMARKET ‘s customer base will be expanded through this incentive. We hoped that a chain effect will be created, as more customers have more people to talk about the benefits of our business, thus increasing our target market exposure even more at no added cost. This yearly promotion will be valid for n months, and a reminder email will be sent to our customers towards the end of the promotion period.

Digital Marketing

With these methods of advertising, YXEDOORSTEPMARKET wishes to convey the following messages to our targeted customers:

• convenient and accessibility of the products and services
• unique selling points of the services
• let skilled employees prepare your everyday recopies
• application has been designed to take care of customer needs
• no need to go out during a pandemic and risking the possibility of contracting the virus