Marketing Plan for Dare Food in Canadian Market

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).