MKTG 4491: Business-to-Business Marketing

Running head: FRESH IS BEST
FRESH IS BEST
Name of the Student
Name of the University
Author Note

1FRESH IS BEST
Executive Summary
The Marketing Plan is considered to be an essential part of the organization and any firm which
wants to attain success in the long run needs to ensure that it has an adequate strategy in hand
which will then assist the firm in pleasing the targeted audience. The main aim of the report is to
present a marketing plan for the chosen B2B business. The B2B business which has been chosen
for the analysis is the Fresh is Best which is a snack company based in Canada. The firm is very
popular and offers a wide range of products which include chips, dips and other similar
offerings. The report is divided into several parts whereby each part concentrates on one aspect
of the marketing plan. The first part of the report begins with a brief introduction which is then
followed by the analysis of the consumer and the industry market. This is then followed by the
marketing mix which analyzes the overall performance of the firm and its deliverables. The
following sections cover strategies related to branding, pricing, communication, channel, product
and others. The last part of the report presents the Implementation Plan which will help in
making the plan to reality. Various performance measures have also been provided.

2FRESH IS BEST
Table of Contents
Introduction......................................................................................................................................5
About the Business......................................................................................................................5
Opportunity Identification and Marketing Strategy Development..................................................5
Mission and Vision......................................................................................................................5
Objectives....................................................................................................................................6
Product Market Analysis.............................................................................................................7
SWOT Analysis...........................................................................................................................7
Porters Five forces.......................................................................................................................9
B2B Strategy..............................................................................................................................10
Consumer Behavior and Purchasing Process Analysis.................................................................11
Purchasing process of customers...............................................................................................11
Typical behaviors of the targeted business customers...............................................................12
Brand Strategy...............................................................................................................................12
Evaluation of the Product’s Current Brand Status.....................................................................12
Current Positioning of Tortilla Chips........................................................................................13
Assessment of the Brand Equity................................................................................................13
Steps to Enhance Brand Equity Among Customers for Tortilla Chips.....................................13
Product Strategy.............................................................................................................................14
Analysis of Product Portfolio in Fresh is Best...........................................................................14

3FRESH IS BEST
Product Life Cycle for Tortilla Chips........................................................................................15
Investigation of the Benefits of the Products and Services.......................................................16
Analysis of Manner in Matching Needs and Wants of Customers............................................17
Investigation of New Development of Product Opportunity and Process.................................17
Channel Strategy............................................................................................................................17
Types of Channels Available for Fresh is Best.........................................................................17
Types of Channels Employed by Fresh is Best.........................................................................18
Designing of Channel Strategy..................................................................................................18
Description of Relationship Development, Management and Control of Conflict...................18
Segmentation Strategy...................................................................................................................19
Segmentation Plan.....................................................................................................................19
Most profitable segment............................................................................................................22
Selected Segments.....................................................................................................................23
Communication strategy................................................................................................................23
The communication elements....................................................................................................23
Implementation Plan..................................................................................................................24
Integration of elements..............................................................................................................28
Pricing Strategy.............................................................................................................................28
Nature of Competition...............................................................................................................28
Pricing Strategy for Each Product Line.....................................................................................29

4FRESH IS BEST
Marketing Plan Implementation....................................................................................................30
Implementation Plan..................................................................................................................30
Measuring and assessing the performance................................................................................37
Analyzing the causes for a high or low performance................................................................38
Methods to improve performance in a continuous manner.......................................................39

5FRESH IS BEST
Introduction
The main aim of the report is to highlight a new marketing strategy for a business named
Fresh is Best Salsa and company in British Columbia which will enable it to increase its market
share and earn high revenue opportunities.
About the Business
Fresh is best Salsa and company started in the year 1999 where Colin and Lisa Mcgaffin
started making fresh salsa at home so that they could have a healthier diet and began to sell the
salsa on the suggestion of the friends.. This way the company has been able to expand
successfully in the business domain and ensure a successive growth for itself. The company`s
products are available in various stores in Canada and plans to grow its size and product line
considerably. The brand is available in stores like Safeway, IGA, Independent, Quality Greens,
Red barn market and London drugs among others (Freshisbest.ca, 2018). The products of Fresh
is best belong to the category of Salsa, dips, chips and branded , however, for the purpose of the
assignment, the Chips product line has been chosen in order to ensure that along with its
humongous presence in Canada, Fresh is also able to become a nation best seller and thereby
improve its global presence. More than 80% of the revenue of the company comes from its B2B
selling.
Opportunity Identification and Marketing Strategy Development
Mission and Vision
The vision as well as mission of Fresh is Best has been given as follows:
Vision

6FRESH IS BEST
The vision can be described as the long term goal which the company aims to adopt at
large. The vision of Fresh is Best is:
 To become a globally present Salsa as well as chips brand
Mission
The mission can be rightfully defined as the short term goals or milestones which a
company aims to achieve during its course of business. The missions of Fresh is Best is as
follows:
 To sell good quality products
 To become a nationwide popular company
 To increase the product line of the company
 To ensure increase in the brand name and goodwill of the firm.
Objectives
The marketing objectives can be described as those objectives which are set by the
business in order to ensure that it is able to engage in a successful marketing strategy and ensure
considerable success. The B2B marketing objectives which have been set by Fresh is best have
been given as follows:
 Fresh is Best aims to expand into markets outside of Canada
 It aims to get into 20 stores outside Canada by 2020
 It aims to get into at least 3 international supermarket brands by 2020.
 Moreover, the brand also aims to become USA`s number one Salsa option.

7FRESH IS BEST
Product Market Analysis
The product market analysis helps in the understanding of the manner in which the brand
has been performing considerably with respect to the specific product and the strategies which
the company is required to adopt in cases where it wants to achieve considerable success
(Chernev, 2018). The Fresh is Best Tortilla Chips are quite popular and delicious as well as
fresh and the firm thereby offers a large range of chips in the international segment. The different
ranges of the chips which are offered by the company are products like Chili Tortilla, Jalapeno,
Tri Flavor Tortilla, Yellow corn Tortilla chips and Stoneground yellow ground Tortilla.
The chips market of United States of America was valued at around 7.74 billion in the
year 2016. There are various brands available and different flavors as well which have then
positively impacted the growth off the market (Grandviewresearch.com, 2018). There has been
an increasing trend of the use of the natural ingredients in order to ensure a healthy lifestyle. The
particular chips is a snack for all types of target markets from kids to youngsters and hence,
forms a popular range of goods which will help the different companies to ensure that they
continue providing a good range of products to the different customers in order to ensure a
successful earning.
SWOT Analysis
The SWOT Analysis can be described as a useful tool which can be used to analyze the
different strengths as well as the weaknesses which are possessed by a particular business. It
helps in identifying the different factors which have to be kept in mind by the decision makers
before strategizing for the business environment at large. The SWOT Analysis of Fresh is Best
has been done as follows:

8FRESH IS BEST
Strengths
The strengths of The Fresh is Best can be stated as follows:
 The unique ingredients used by the company at large.
 The authenticity of the food
 The catchy product design, shape and texture
 Excellent distribution facility of the firm at large.
 The popularity in the Canadian Market (Robson, 2015).
 Long lasting packaging
 The trust level of the different customers.
Weaknesses
The weaknesses of Fresh is Best chips are as follows:
 Tortilla chips has those ingredients which may not be suitable for all the customers and
thereby this may lead to a limitation on the specific target market.
 In addition to this, as chips is a fried commodity it is not considered to be very popular
among the large masses who now prefer the baked products.
 Furthermore, Fresh is Best has a limited brand visibility and a limited global reach as
compared to the different leadings brands.
Threats
The different threats as possessed by the company can be given as follows:
 The increasing threat from the different private players and other health brands
 The changing customer preference (Olson et al., 2018).

9FRESH IS BEST
 The changed perception of the customers with respect to the fired products which are
available with the different customers at large.
Opportunities
The different opportunities of Fresh is Best can be stated to be as follows:
 The Fresh is the best brand aims to increase the sales volume opportunity for the salsa as
well as dips which are produced by them.
 The brand can aim to expand its operations outside of Canada and can aim to attain a
global presence as well.
 In addition to this, Fresh is Best also needs to increase its brand visibility through
different TVCs as well as the print ads.
Porters Five forces
The Porters Five forces can be described as a suitable tool which can be rightfully used
by the different companies in order to understand the industry environment and in order to
analyze the designated powers, suppliers as well as the competition available. The Porters five
forces has five different factors as follows:
Threat of Substitutes-MODERATE
The threat of substitute products can be stated to be that threat whereby the customer
segment has an opportunity to purchase another product which may be the substitute of the
Tortilla chips (Sargeant & Macquillin, 2016). The threat of the substitutes of the Tortilla chips
can be stated to be moderate whereby the potato chips forms a considerable threat of the
company but other than that no other major competitions are present for the firm at large.

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Competitive Rivalry-HIGH
There are various chips companies as present in America from Doritos to Lays and other
firms which offer a tough competition to the Fresh is Best. Moreover, the size of the industry is
quite large which makes the powers of the different rivals comparatively very low (Marshall,
2014). The barriers to exit and enter are low which make it easy for the different competitor
brands.
Power of Buyers-HIGH
The power of the buyers can be stated to be considerably high because the buyers are
availed of various choices with respect to the particular product and due to this they can always
alternate between the different brands at large.
Power of Suppliers-LOW
The power of the Suppliers is considerably low because although there are various
companies at present in the market who set the different terms and conditions as per their own
choice which often leads to certain problems.
Threat of New Entry – MODERATE
The threat of New Entrants is considered to be considerably MODERATE because
although the industry is an attractive one there exists considerable competition as present in the
industry which often leads to a barrier for them.
B2B Strategy
The Business to Business Marketing strategy can be rightfully stated to be the strategy
whereby Fresh is Best will aim to approach the different marketers at large (Goworek,

11FRESH IS BEST
McGoldrick & McGoldrick, 2015). Fresh is Best needs to aim to extend its funnel whereby the
company will ensure that it creates enough content for the different marketers and in addition to
this, use the social media as a major medium to approach the different customers.
Consumer Behavior and Purchasing Process Analysis
Purchasing process of customers
Figure 1: The B2B Buying Process
(Source: Pine, 2015).
The typical buying procedures of the B2B business comprises of the procedures of
Recognizing a need, determining the product specifics, conducting a research, selecting the
products and to Buy the products to be needed and at last to evaluate the purchase (Kotabe &
Helsen, 2014). However, the purchasing procedure for a product like the Fresh is best can be
stated as follows:
 Trying a product: At first the markets as well as the different companies aim to try free
samples of the particular product to ensure success.
 Selecting the different products: After they like the particular product they aim to select
the products which they will be buying from the product line.

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 Buying: The third step is making the particular purchase (Malhotra & Peterson, 2014).
 Evaluation: The fourth step comprises of the evaluation of the purchase which they make.
Typical behaviors of the targeted business customers
The typical behaviors of the different customers which are generally the supermarkets and
the hypermarkets are as follows:
 They tend to try different products and observe the customer response
 They tend to prefer different measures to evaluate consumer response and stock the
products which sell the maximum (Hill, Jones, & Schilling, 2014).
 They like availing huge discounts and promotion material so as to ensure success.
Brand Strategy
Evaluation of the Product’s Current Brand Status
Batarfi, Jaber and Zanoni (2016), have commented that brand strategy is essential in
nature as the brand of the company is the promise which is being made by them to their
customers. The brand is the one which helps in differentiating them from the other competition
in the competitive market and this is beneficial in nature in managing the overall efficiency in an
efficient manner as well. Furthermore, Beritelli and Schegg (2016), have commented and
analysed that strategic branding helps in leading to the ability of the organization to separate
itself from the different competitors along with creating strong brand identity.
The current brand status of the Fresh is Best Tortilla Chips is that with the irresistible
taste of the different chips products which are being sold by the company, the international
flavours and the company has the youth-centric imagery as their brand status of Tortilla Chips.
Furthermore, Tortilla Chips has tried to establish itself as the youth brand and this has continued

13FRESH IS BEST
to grow in the hearts of the different young individuals along with in the minds of the customers
(Batarfi, Jaber & Zanoni, 2016).
Current Positioning of Tortilla Chips
The current positioning of the Tortilla Chips is inclusive of the different young
generations in the entire Canadian market. The positioning of the Tortilla Chips is inclusive of
the great chips with great kinds of flavours which are being provided by them to the target
customers and gain more competitive advantage. The Tortilla Chips has tried to position in such
a manner which will be available to all the customers easily. The presence of the same is
available in different supermarkets which is inclusive of the IGA, Red Barn Market along with
London Drugs (Batarfi, Jaber & Zanoni, 2016).
Assessment of the Brand Equity
The brand equity of Tortilla Chips of Fresh is Best is treated as High and there are few
major sub drivers of the chips which is inclusive of the taste, availability in the packet along with
trust-worthy aspects which are helpful in managing their brand as the most valuable and highly
recommended brand in the entire Canadian market. Furthermore, this has been noticed that more
than 91% of the individual customers in the market could identify the brand by the name and this
has helped them in increasing the overall productivity and profitability of the organization.
Steps to Enhance Brand Equity Among Customers for Tortilla Chips
There are few steps which can be included for Tortilla Chips as this will be helpful in
managing their effectiveness in the American market along with Canadian market. Firstly,
introduction of the quality product in the American marketplace which will help in attracting the
positive reaction from the different customers (Hutt & Speh, 2017).

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Secondly, monitoring the trends and competition in the American market as this will be
providing a brief overview on the other competitors which will be helpful in managing their
competitiveness in an effective manner. Furthermore, building consistent brand image is the
other option which can be taken into consideration which will reinforce positive impact on the
minds of the customers (Wei, Samiee & Lee, 2014).
Lastly, capturing the feedback of the different customers is essential and this can help in
improving the brand equity in the Canadian along with in American market as the real power of
the brand exists in minds of customers and this will assist the marketers in identifying the
loopholes and gaining competitive advantage as well (Wei, Samiee & Lee, 2014).
Product Strategy
Analysis of Product Portfolio in Fresh is Best
Butler (2017), has commented that the portfolio of the product is the actual collection of
the different products along with services which are being offered by the companies to the
different customers in the entire competitive market. In case of Fresh is Best, this can be
analyzed that there are different variety of chips along with different dips which are being sold
by them to the different customers in the market and gain competitive advantage effectively
(Hutt & Speh, 2017). The different kinds or varieties of chips which are available in the
company is inclusive of the following:
 Best Chilli Tortilla Chips
 Best Jalapeno Tortilla Chips
 Best Tri Flavour Tortilla Chips
 Yellow Corn Tortilla Nachos

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 Tri Flavour Taco Bells
 Yellow Corn Taco Shells
 Chilli Tortilla Chips
Product Life Cycle for Tortilla Chips
Dimitrova and Rosenbloom (2015), has commented that the product life cycle is the
process through which it can be analysed that how the new product is progressing in the market
in comparison to the other competitors which are present in the market. There are different kinds
of stages which are required to be followed which is inclusive of introductory, growth, maturity
and decline stages. The entire product lifecycle stage affects the marketing strategy along with
marketing mix of the products.
As per the Product Life Cycle, this can be identified and analysed that Tortilla Chips of
Fresh is Best is in the Growth Stage. In this respective stage, this can be assumed that the
company Fresh is Best seeks in building preference of brand among the different customers
along with increasing their share in the overall market as well (Sheikh, Hosseinikia & Gholam,
2018).
In case of Fresh is Best Company, this can be analyzed that the quality of the product is
maintained by them in the Canadian market along with inclusion of the different additional
features and the other support services are added in the Tortilla Chips which will be attracting
more customers in the market. Additionally, the pricing strategy is being maintained in the
respective stage in which there is increase in the overall competition and there is increase in the
overall demand of the Tortilla chips as well (Roll, 2015).
Moreover, this can be seen that in the growth stage, this can be seen that the distribution
channels are being added in this respective stage in which this can be seen that the acceptance of

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the customers are provided with huge importance which will be essential for the success of the
organization effectively (Hutt & Speh, 2017). Therefore, from the product lifecycle, this is
identified and analyzed that there is huge growth of the Tortilla Chips in the Canadian market.
Figure 2: Product Life Cycle
(Source: Dimitrova & Rosenbloom, 2015)
Investigation of the Benefits of the Products and Services
There are different benefits of the Tortilla Chips which are being consumed by the young
individuals in the Canadian along with American market. There are various health related
benefits which are being received from the consumption of the chips which is inclusive of the
following:
 Corn Tortilla chips are the source of thiamin or vitamin B-1 along with Vitamin B-6 as
these vitamins are essential and play a major role in food metabolism

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 The Corn Tortilla Chips and Nachos contain niacin which helps in maintaining the food
metabolism along with keeping the person physically fit and active
These are the major two benefits which helps the customers effectively as the young
individuals are health conscious and they prefer tasty yet healthy food which can be consumed
by them and they can stay fit which is being met by the Tortilla Chips.
Analysis of Manner in Matching Needs and Wants of Customers
There are different kinds of services which are being provided by Fresh is Best to the
different stores such as Supermarkets which is beneficial for the management of the profitability
(Hutt & Speh, 2017). There are different kinds of exchange services and free delivery services
provided by them to the customers and the other shops wherein the products are being
manufactured.
Investigation of New Development of Product Opportunity and Process
There is no such new development of the product opportunity as the main motive of the
company is to expand their business in the American market.
Channel Strategy
Types of Channels Available for Fresh is Best
There are different channels which are available for Fresh is Best Company which is
inclusive of e-commerce and Bricks and Clicks which will be helpful in managing their
operations in a more positive manner. Bricks and Clicks is the combination of the retail and e-
commerce channels which can be beneficial for analysing the online orders and meeting
customer demands. On the other hand, the e-commerce is selling through website which will be
helpful through mobile applications (Roll, 2015).

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Types of Channels Employed by Fresh is Best
The type of channel which is being employed by Fresh is Best Company in the Canadian
market which is inclusive of the different retail operations wherein they try to sell the different
products which is inclusive of opening physical locations to reach to the different customers and
meeting their demands in an appropriate manner.
Designing of Channel Strategy
There are different elements of the channel strategy which is inclusive of the following
aspects which are described as follows:
 Proper and true alignment of the sales and corporate strategy
 Comprehensive enablement of the channel content
 Adherence to the process of the governance of the channel
 Defined selection of the selection of the partners
These are the major steps which can be adopted by the Fresh is Best as this will be enable them
in managing their operations effectively.
Description of Relationship Development, Management and Control of Conflict
Proper development of the relationship is essential along with management and control of
the conflict is essential in nature which will be beneficial for the overall success of the firm. With
the help of the relationship development, this helps the company in remaining interconnected
with the other distributors, agencies or the supermarkets which will be helpful in managing the
selling of the products effectively (Roll, 2015). While performing the different activities, there
can be different kinds of conflicts between the agencies and the company and this can be

19FRESH IS BEST
removed by maintaining proper development of the relationships between them which will be
effective in nature.
Segmentation Strategy
Segmentation Plan
The segmentation plan forms a critical part of any company and goes a long way in
assisting the company to decide upon the different segments of the market which the company
aims to serve at large and also assists in deciding the best audience that a product could receive
(Chernev, 2018). The Fresh is Best wants to ensure that they form a segmentation plan for their
Tortilla chips which will then assist them in deciding the best market for their particular product
at large. The segmentation plan which has been formed by Fresh is Best is as follows:
Segmentation
basis
Demographic Geographic Psychographic Behavioral
Characteristics On the
demographic
basis,
segmentation is
being made on
the target market
characteristics
which means
that the different
On the basis of
geographical
segmentation,
the area which
will be targeted
is USA. As the
company is
already there in
Canada, the
On the basis of
market
characteristics,
the different
customers which
will be chosen,
will be based on
their lifestyle
and other related
Lastly based on
the behavioral
segmentation,
the customers
will be targeted
based on their
user belief,
benefits and the
attitudes.

20FRESH IS BEST
customers will
be targeted
based on their
age, occupation,
income and
other factors
(Bresler &
Lubbe, 2014).
other states in
USA shall be
targeted at large.
characteristics
(Foxall, 2014).
Relevance to Fresh is Best
Fresh is best has targeted both middle sized and large supermarkets as based in the
United States of America which targets the customers who enjoy shopping goods which are of
high quality and moderate prices. Moreover, the target market of these companies must
believe in healthy eating and have a considerable income.
Target group 1 The
supermarkets are
large in size with
a high annual
income rate.
The
supermarkets are
based in the
Unites States of
America.
The supermarket
only serves
organic products
which are of
high price and
high quality.
The belief which
can be used is
based on the fact
that these
supermarkets
tend to target
only high scale
customers.

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Target Market
2
The
supermarkets are
medium and
small sized
They are based
in prime
locations.
They are high
discounted malls
selling
reasonable
products
They serve
customers who
want to enjoy
the latest and the
best offers.
Target market
3
These
supermarkets are
e-commerce
based
They are
available
throughout the
country.
They sell both
premium
products as well
as cheap
products
In addition to
this, they do not
have a
designated
customer base
and serve all the
customers at
large.
Figure 3: The overview of the snack companies in Canada and USA

22FRESH IS BEST
(Source: Agr.gc.ca, 2018).
Most profitable segment
It can be understood that only the Target segment 1 and the Target segment 3 will be able
to provide the most profits to Fresh is Best because of its high quality factor stocking.
Figure 4: The different segmentation basis
(Source: Luxton, Reid, & Mavondo, 2015).

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Selected Segments
The given target market segments are based on various segmented options like the
demographics, psychographics and the geographic (Kotabe & Helsen, 2014). Out of these
groups, the selected groups are the Target Market 1 and the Target market 3. In the Target
Market 1, the larger supermarkets who offer good quality products at generally moderate prices
have been selected. On the other hand, the Target market 3 has also been selected which the
online grocers is selling all kinds of goods.
Communication strategy
The communication elements
Communication strategy can be stated to be one of the most important aspects which can
be effectively employed in a business and goes a long way in assisting a business to ensure that
they are able to put forward the right kind of message to the particular audience (De Mooij,
2018). Hence, the different communication elements which can be employed by Fresh is Best is
as follows:
Advertising: The Fresh is best company needs to engage itself in marketing as it can be
described as one of the best marketing strategies and communicating techniques, Through this
marketing strategy, a business can ensure that it is able to reach a wider audience base and on the
top of it advertise its products on different channels as well like Television, radio, Billboards and
others. Hence, it is recommended that Fresh is Best adopts this strategy.
Direct Marketing: It can also adopt a direct marketing strategy, using which Fresh is
Best can directly approach the different retailers rather than approaching them through different

24FRESH IS BEST
agents and other parties. In this manner, Fresh is Best can prepare a brochure, using which the
company can directly approach the different customers who are the different supermarkets.
Figure 5: The essentials of communication strategy
(Source: Stead & Hastings, 2018).
Personal selling: The personal selling is another communication strategy method using
which the company managers directly approaches for its customer base (Blakeman, 2018).
Social media marketing: Lastly, Fresh is best can also engage in considerable social
media marketing strategy through Facebook and Twitter using which it will be able to ensure
long term success.
Implementation Plan
Sr. No Communicatio
n strategy used
Activity Person
responsible
Budget Time
Frame
1 Personal selling In the The $1500 2 months

25FRESH IS BEST
personal
selling
activity, the
company can
approach the
different
retailers
directly and
ensure that it
is
successfully
able to
convince
them to buy
their
products
Marketing
manager
The owner
2 Advertising In this
activity,
Fresh us vest
will be
successfully
able to
indulge in
The
marketing
manager,
the owner
$2000 2 months

26FRESH IS BEST
various
advertising
activities
like the
television
market,
Billboard
marketing
and the
Radio
advertising
(Luxton,
Reid &
Mavondo,
2015).
Integrated.
3 Direct marketing In this
marketing
strategy, a
direct
approach
will be made
to the
The
manager
and the
owner
along with
the
marketing
$2000 1 month

27FRESH IS BEST
different
supermarkets
by means of
brochures
and mails at
large.
team can
engage in
the process.
4 Social Media
marketing
The social
media
marketing is
a good
approach
which may
be used by
the firm in
order to see
to it that the
firm is
successfully
able to gain
a larger
share in the
target market
(Camilleri,
The social
media
marketing
manager,
Manager,
The owner
$1500 2 months

28FRESH IS BEST
2018).
Integration of elements
The given communication strategies will be carried out simultaneously (Hutt & Speh,
2017). In the sense, that the content of the communication strategy will work on a similar theme
and the online marketing designs along with the Tortilla theme will be of a similar theme. In
addition to this, the company will be required to ensure that it is successfully able to engage the
different customers.
Pricing Strategy
Nature of Competition
There is huge competition in the Canadian market wherein this has been seen that there
are different other competitors in the market which are providing with different varieties of the
chips, various dips and the nachos which are preferred by the different customers in the Canadian
Market. Additionally, this has been noticed that there are different kinds of sellers in the market
who are selling the different kinds of healthier snacks and chips which are made of corn and this
can affect the overall growth rate and profitability of the organization in a negative manner (Fan,
Lau & Zhao, 2015).
Moreover, this has been noticed that there are different kinds of health benefits provided
from the Tortilla Chips which can be beneficial for the health and this will be helpful for the
growth of the firm in an effective manner. However, there are different vendors in the market
who compete for the different types of innovative capabilities which are essential for the
attracting the different customers. In the Canadian Market, this has been noticed that there are

29FRESH IS BEST
various customers and the young generation who prefer the healthy snacks at low prices yet of
good quality (Stead & Hastings, 2018).
Figure 6: The different pricing strategies
(Source: Luxton, Reid & Mavondo ,2015).
Pricing Strategy for Each Product Line
The product which has been selected in the entire assignment is the Tortilla Chips of
Fresh is Best which will be marketed in the market of America. Tortilla Chips have several kinds
of pricing strategies which helps in satisfying the different consumers who are price-conscious in
nature. In the American market, this can be analysed and identified that the Fresh is Best can
adopt the competitive pricing policy and plan which will help them in keeping the prices of the
products at par with the other rival companies which are already settled in America (Huang &
Sarigollu, 2014).

30FRESH IS BEST
Figure 7: The main factors impacting the price of a product
(Source: Kotabe & Helsen ,2014).
Additionally, this can be seen and analysed that there are various types of promotional
pricing plan which can be adopted by the company in promoting the Tortilla chips in the entire
market and gain more competitive advantage in Americas as well as like in Canadian market.
The company can offer different deals and discounts such as bulk deals, price packs along with
discount deals which will be beneficial for the gaining of extra profit in the market and become
more effective in their operations as well. With the adoption of the respective policy of pricing,
this will be helpful for the company in garnering extra profit (Stead & Hastings, 2018).
Marketing Plan Implementation
Implementation Plan
Sr.
No
Activity Content Person
responsible
Time
frame
Budget Expected
outcomes
1. Undertaking a
market
research and
In this step, the
market will be
analyzed in
Marketing
manager
1
month
$500 To find out
the
different

31FRESH IS BEST
identifying the
particular
opportunity in
hand.
order to ensure
that the factors
which are
existent in the
workplace are
measured
adequately.
Research and
development
factors
which
operate in
the USA
snacks
market and
how likely
they are to
affect the
business.
2 Analysis of the
consumer
behavior and
purchasing
process
In this step, the
consumer
market which
the business
serves is
analyzed in
order to
understand
whether they
have been
chosen in the
right manner or
not.
Marketing
manager
Business
development
manager
2
months
$1500 To
understand
the
different
kinds of
strategies
the firm
would be
required to
employ for
the
betterment
of the firm

32FRESH IS BEST
at large.
3 Formation of
the marketing
mix strategies
The formation
of the
marketing mix
strategies is
done with
respect to the
product, place,
price and
promotion so
that the
deliverables
are clear in
mind.
The marketing
manager
Business head
1
month
$2000 This will
present the
different
members
of the firm
with a set
of 4ps
which will
assist the
firm in
presenting
the
deliverable
to the
target
audience.
4 Engaging in
the branding
strategy
The next step
is to ensure
that a proper
brand for the
company has
Marketing
manager
Brand manager
$2500 3
months
With this
the
primary
expected
outcome

33FRESH IS BEST
been built
which will then
assist in
ensuring that
the different
retailers are
interested in
purchasing it.
will be to
build a
strong
image of
the brand
in the eyes
of the
target
segment.
5 Implementing
the product and
deciding upon
the channel
The next step
is to decide
upon the
product to be
delivered
which is the
chips in this
case and then
deciding
whether Fresh
is best wants to
sell it using the
online domain
or the
Marketing
manager
Distribution
head
1
month
$1000 Through
this step,
the aim is
to ensure
that the
right
distribution
channel for
the firm is
decided
upon.

34FRESH IS BEST
traditional
channel.
6 Segmenting
the market so
as to decide
upon the target
consumers
The target
market
segmentation
forms one of
the critical
aspects of the
implementation
phase of the
target market
plan as it
assists in
deciding upon
the target
customers
which can then
be targeted by
making use of
the various
communication
strategies
which will be
The marketing
manager
$1000 3
months
By the end
of this
step, the
market
which the
company
aims to
serve
needs to be
decided
(Stewart,
Mohamed
& Daet,
2002).

35FRESH IS BEST
suitable for
them.
7 Carrying out
the various
elements of the
communication
strategy
The different
communication
strategies are
required to be
carried out
once the target
market is
decided upon
as per their
needs and
tastes.
Communication
head
Marketing
manager
$10000 5
months
To spread
awareness
about the
product
and ensure
that the
targeted
audience is
interested.
8 Deciding upon
the pricing
strategy
The pricing
forms a critical
aspect of the
organization
and it is for this
reason that it
becomes
important that
the pricing
Cost manager
Financial
manager
Marketing
manager
$500 1
month
To
understand
the pricing
strategy
and define
the costs
involved.

36FRESH IS BEST
strategy is
designed in a
manner such
that the
audiences are
attracted to the
firm at large.
9 Delivering the
various plan
aspects
This part is
considered to
be the most
relevant part
whereby a
major share of
the marketing
plan is
delivered to the
particular
target audience
at large in
order to ensure
considerable
success.
Marketing tea
and the
manager
$5000 3
months
To ensure
that the
marketing
plan has
not been
deviated
from and
the best
has been
delivered
to the
customers
(Pryor et
al., 2007).

37FRESH IS BEST
10 Monitoring
and control
In this step, the
marketing plan
is monitored
and the actions
of the firm are
matched with
that of the
planned
actions.
Marketing
manager
$4000 1
month
To ensure
that the
firm has
been
successful
I
delivering
the
marketing
plan or not.
Measuring and assessing the performance
The measurement and assessment of the performance becomes crucial in deciding
whether the organization will be able to attain success or not. Hence, with respect to this, in order
to measure and assess the performance of the Marketing Plan of Fresh is best, the following key
performance indicators will be used. The key performance indicators will go a long way in
assisting the different performance aspects of the organization and will help in understanding
whether they will be able to perform well in the future or not.
The Key performance indicators will help in the assessment of the performance of the
firm and there are various types of indicators available (Chaffey & Ellis-Chadwick, 2012).
These are given in the following section.

38FRESH IS BEST
1. Net Sales: The net sales as incurred by the firm help in the understanding whether, the
firm has incurred the estimated amount of sales for which it had prepared its marketing
statement or not (Whittington & Whipp, 1992).
2. Customers: The customers which the firm has gained after the implementation plan will
help in assessing the performance of the marketing plan of Fresh is Best.
3. Profits: The profits incurred by the firm also serve as a good measure which will assist in
the understanding whether, the implementation of the marketing plan. The higher the
profits, the better the plan has been implemented (Bourgeois & Brodwin ,1984).
4. Return on Investment: This key performance indicator helps in assessing whether the
investments which have been made are adequate in nature or not and whether they have
generated the right kind of returns for the firm or not (Sigala, Lockwood & Jones, 2001).
Analyzing the causes for a high or low performance
However, there exists a high possibility that the organization may not perform fairly well
with respect to the marketing plan and this may then result in the downfall of the firm. The
causes for lower performance may be as follows:
Low performances
The causes for the low performance are as follows:
 Taste: The taste of the tortilla chips may or may not be liked by the different consumers
which may then lead to a low performance as portrayed by the organization.
 Lower brand popularity: The brand may not be able to attain popularity which would
probably make it perform in a poor manner (Bonoma & Crittenden, 1988).

39FRESH IS BEST
 Health conscious: Chips is not consumed as a healthy snack and due to this reason the
firm might not be able to gain popularity as the health and fitness among the people has
improved.
High performance
The reasons why the firm may perform well has been given as follows:
 Healthier option: Tortilla chips from Fresh is best serves as a healthier option as
compared to the Potato chips which the different individuals like to have and with respect
to this, the chips might attain success in the long run (Piercy, 1998).
 Organic in nature: The organic nature of the chips might also be stated to be the other
reason why the different individuals may prefer to have this chips (Sashittal & Wilemon,
(1996).
Methods to improve performance in a continuous manner
The different methods which can be adopted by the firm to improve the performance in a
continuous manner has been given as follows:
1. Ensure considerable external analysis: The company, Fresh is best should engage in an
external analysis on a continuous basis which will help them in understanding whether
there are any changes to be made or not.
2. Following the right pricing: This will help the firm in ensuring that they ae charging as
per the different competitors (Rapert, Velliquette & Garretson, 2002).