Marketing Plan for Dare Food in Canadian Market

The report generates the marketing plan for Dare Food in the Canadian market. It assesses that Dare food focuses on premium quality with high prices. The time period for launching the product is 1 year with a total budget of $100,000 and estimating the revenue is $400,000 in the next 1 year. Several marketing communication channels will be used by Dare food to endorse the products such as Facebook, YouTube, SEM, Twitter, and SEO. The target market is Millennial and family customers. The marketing program includes product, place, price, and promotion strategy. The marketing communication budget is $100,000.

Marketing
Strategy and
Plan
Scholar ID:

Executive Summary
 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.

Cont…
 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).

Cont…
 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).

Cont…
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).

Cont…
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).

Cont…
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).

Cont…
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.

Cont…
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).

Target Market Profile
 Persona
 Millennial: (16-35 years)
 Family customers: (35-55 years)

Cont…
 Positioning (Perceptual map)

Marketing Program:
Canada
 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).

Cont…
 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.

Cont…
 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).

Price Strategy
 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).

Implementation Plan: Canada
Action/
Tool
Key Objectives Target Time
period
Accountabili
ty
Detail /
Description
Growth
Facebook
&
Instagram
To enhance the
amount of positive
feedback.
To audit recent page
and like a page of fan
To increase ‘like’
(Wang, 2015).
Blog
Facebook
information
feed
Facebook
platform
(Heroux,
and Clark,
2017).
2
months
Marketing
executive
Add detail of
organization.
Like and
comment on the
(Assiouras,
Liapati,
Kouletsis, and
Koniordos,
2015).
42% positive
responses

Cont…
Action/
Tool
Key Objectives Target Time
perio
d
Accounta
bility
Detail /
Description
Growth
Twitter To enhance the
followers
To follow back users
back (Ridoutt,
Sanguansri,
Bonney, Crimp,
Lewis, and Lim-
Camacho, 2016).
3-4 posts
per day
2
month
s
Marketing
executive
Ensure the
reliability of
content in
different
activities
(Kasemsap,
2016).
41% of page
accomplishm
ent

Cont…
Action/
Tool
Key Objectives Target Time
perio
d
Accounta
bility
Detail /
Description
Growth
SEO
By promoting the
company page
To enhance the
ranking of the firm
in search engines
(Richter, and
Bokelmann, 2016).
To
enhance
the
consume
r demand
1
mont
hs
Marketing
executive
It is practiced
to build
information
that requires
no financial
transactions
(Babin, and
Zikmund,
2015).
Constant

Cont…
YouTube To offer suitable
techniques towards
goods and services
To usage Customer
recommendations
to make funny
videos (Desmarais,
and Wittman, 2014).
To spread
the
awareness
about
products
and
services
To
enhance
the
number of
positive
responses
(Qijun, and
Batt,
2016).
4
month
s
Marketing
executive
It supports to
demonstrate
respect of
company
towards their
followers or
users.
It also supports
to collect the
responses of
consumers by
email and
greetings
(Piramuthu,
and Zhou,
2016).
35% of
positive
responses by
videos

Cont…
SEM To improve the
brand image
To increase
awareness of
goods and
services
To increase the
number of
visitors (Khan,
Grigor, Win, and
Boland, 2014).
To
enhance
the
sales of
product
s and
services
of the
organiza
tion
(Dorfma
n,
2014).
3
mont
hs
Marketing
executive
Utilizing
existing
resources to
make
content and
blogs (Lin,
and Mao,
2015).
Sprout
social

Sales Forecast & Marketing Communications
Budget
Marketing Communications Budget Budget (in $)
Digital Marketing
SEO 40000
YouTube 9000
SEM 8000
Twitter 18000
Facebook and Instagram 25000
Total marketing cost $100,000.00

Cont…
Budget
Revenues (in $)
Sales 10,000 products@ approximately £400 each 4,000,000.00
Less: Production cost
Raw material 10,000 products @ approximately £200each 2,000,000.00
Less: Distribution costs
Fuel 12000
Less: Marketing costs
SEO 40000
YouTube 9000
SEM 8000
Twitter 18000
Facebook and Instagram 25000
Total marketing cost $100,000.00
Projected profit 1,888,000.00

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Cont…
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