Marketing Plan For Dare Food In Canadian Market

Your marketing plan assignment is to be submitted as two documents as follows:

1 Marketing Plan: Prepare the marketing plan as a PowerPoint document and submit it to the assignments folder in Conestoga. It must meet the following standards:

• Up to 30 slides, including title page, table of contents, references & appendices.
• Citations must follow APA format:
• Submissions must include title page, headings, references, and appendices (as required).
• Online submissions will be submitted to Turnitin for originality checking (plagiarism).

2.Marketing Plan Worksheets: The team’s editor will assemble the ten (10) marketing plan worksheets into a single Word document and submit it to the assignments folder in eConestoga. These are working documents and do not have to meet APA formatting requirements – they serve as evidence that team members have worked through the many issues involved in preparing a marketing plan.

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Outcomes are met in a consistently thorough or superior manner. Assignment components in this category consistently show sharply focused reasoning and application of principles that includes original thought. Submitted work will be virtually error-free.

Outcomes are met in a consistently acceptable or average manner. Assignment components in this category will correctly apply the basic principles of the textbook/course material and demonstrate understanding in the application of the principles. Submitted work will contain only minor errors.  

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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.

Situation Analysis

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).

Marketing Program: Canada

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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Assiouras, I., Liapati, G., Kouletsis, G., & Koniordos, M. (2015). The impact of brand authenticity on brand attachment in the food industry. British Food Journal, 117(2), 538-552.

Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. USA: Cengage Learning.

Calvo Porral, C., & Levy-Mangin, J. P. (2016). Food private label brands: the role of consumer trust on loyalty and purchase intention. British Food Journal, 118(3), 679-696.

Charlebois, S., Creedy, A., & von Massow, M. (2015). “Back of house”–focused study on food waste in fine dining: the case of Delish restaurants. International Journal of Culture, Tourism and Hospitality Research, 9(3), 278-291.

Chen, E., Flint, S., Perry, P., Perry, M., & Lau, R. (2015). Implementation of non-regulatory food safety management schemes in New Zealand: a survey of the food and beverage industry. Food control, 47, 569-576.

Dare food. (2018). About us. Retrieved from:  https://www.darefoods.com/ca_en/about  

Desmarais, A. A., & Wittman, H. (2014). Farmers, foodies, and First Nations: getting to food sovereignty in Canada. Journal of Peasant Studies, 41(6), 1153-1173.

Desmarais, A. A., & Wittman, H. (2015). Farmers, foodies, and First Nations: getting to food sovereignty in Canada?. In Food Sovereignty in International Context (pp. 45-63). UK: Routledge.

Dodgson, M. (2018). Technological collaboration in industry: strategy, policy, and internationalization in innovation. UK: Routledge.

Dorfman, J. H. (2014). Economics and Management of the Food Industry. UK: Routledge.

Getz, D., Robinson, R., Andersson, T., & Vujicic, S. (2014). Foodies and food tourism. USA: Oxford: Goodfellow Publishers.

Heroux, L., & Clark, D. (2017). A Comparison of Marketing Strategies of Microbreweries in the US and Canada. Journal of Tourism and Hospitality Management, 5(2), 1-11.

Kasemsap, K. (2016). Retail marketing strategies and brand management: A global retail industry perspective. International Journal of Social and Organizational Dynamics in IT (IJSODIT), 5(2), 66-78.

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