MKTG 4491: Business-to-Business Marketing

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

FRESH IS BEST1
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.

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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

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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

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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

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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

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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.

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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: