Marketing Strategy Report

Marketing strategy Report
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Executive Summary
The prime purpose of this document involves studying and analyzing various factors required for
a successful launch of Donald B’s new product “Chocolate Chocolate Cookie Shots” namely
product pricing, marketing environment, STP, and marketing communications budget. The new
product shall be launched under the packaged cookies category.
Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Key Competitor for Donald B......................................................................................................4
Marketing Environmental Scan....................................................................................................5
Market Segmentation...................................................................................................................6
Target Market Profile...................................................................................................................7
Product Positioning......................................................................................................................7
Positioning map............................................................................................................................8
Marketing Mix variable..............................................................................................................10
Pricing........................................................................................................................................14
Distribution.................................................................................................................................15

Promotion...................................................................................................................................16
Marketing Communications Budget..........................................................................................17
Extended marketing mix............................................................................................................18
Conclusion.....................................................................................................................................19
Introduction
Donald B is known for its product like cookies, crackers and bread. The company has
positioned itself as one of the premium bakeries selling chocolate, crackers, and cookies as its
main selling products. Donald B has maintained its position by introducing innovative products
every time the customers demand. Donald B is willing to expand locally through new product
development. This time Donald B has decided to launch a new product called “Chocolate
Chocolate Cookie Shots”. These cookies are a combination of health and taste. Made from whole
grains, the product has high fibre and the mix of chocolate and milk gives it a yummy taste. The
targeted age group is 15-25 years.

 Product Focus: Chocolate, Crackers, Cookies
 Key Strengths: Healthy plus Tasty
 Weaknesses: Lack of Product variation
Key Competitor for Donald B
Origins of the Company: Kimberley’s Bakeshoppe is a prominent competitor.
History in Canada: Kimberley’s Bakeshoppe is the major competitor. It has a stronghold in the
market due to its various innovative products. The in-house bakery mostly uses their ancient
recipes. Cookies, cakes, pastries and bread are its major productsTargeting(Dibb& Simkin,
2017).
 Product Focus: Cookies, Cakes and Pastries
 Key Strengths: Loyal Customer base
 Weaknesses: Products are high calorie and high sugar ones
Marketing Environmental Scan
Competitive Forces:
Kimberley’s Bakeshoppe is the major competitor. It has a stronghold in the market due
to its various innovative products. The in-house bakery mostly uses their ancient recipes.
Cookies, cakes, pastries and bread are its major products.
Regulatory Forces:

Consumers are better connected as compared to the earlier times. The expectations for
safer and healthier foods along with accurate labelling are on a high rise. The shifting consumer
landscape like diversity, ageing population and better access to information regarding ingredients
are affecting the way the food industry operates (Jenkins& Williamson,2015). The consumers are
demanding more accountability and transparency in the food they eat (Pearce, Robinson, &
Subramanian, 2017).
Economic Forces:
The Global GDP for the year 2016 has shown a growth rate of 1.5% which is higher than
the earlier year. This growth is due to the higher spending habits of the people. There has been a
rise in the employment opportunities as well in the year 2018 as compared to 2016 (Pearce,
Robinson& Subramanian, 2017).
Socio-Cultural Forces:
There has been a rise in demand for the products which are not only tasty but also high in
energy content. The main reason behind this increase is the customer’s motive to stay fit and lead
a healthy lifestyle and prevent diseases. The new product will be developed in such a way that it
has high quality as well as healthy (Shultz, 2017).
Technological Forces:
The customers now days are more technologically advanced and prefer to do online
shopping as compared to shopping physically in malls or stores (Di Benedetto, 2017).
Market Segmentation

There are cookies for a specific section of customers like diabetic, bodybuilders, kids, etc.
But for a long time now there has been a demand for a cookie which has great taste and texture.
To fulfil this demand of customers, a new product “Chocolate Cookie Shots” has been
introduced. This cookie is made of whole grains which makes it rich in fibre and the combination
of chocolate and milk makes it very delicious (Beard&Easingwood, 2016).
Here, Donald B can use STP theory of product positioning. STP stands for segmentation,
targeting, and positioning, and it is a great approach for modern marketing (Dewhirst&
Davis,2015). It helps marketers in prioritizing propositions and developing personalized products
to engage with the target buyer. STP is relevant in this case. For example, applying the target
marketing persona can help understand the audience. Through segmentation approach one can
identify the niche and needs, find a mature market for new customers, and deliver a more
focused product or service (Moutinho, 2015).
Geographics Initially, the product will be launched in the metropolitan
cities and later will be launched in smaller towns too. S
Demographics The age group of 15-25 years shall be a target right
Psychographics “Chocolate Chocolate Cookie Shots” are a high fibre cookie
which has a chocolate and milk fillings which makes it
healthy as well as delicious the targeted age group is 15-25
years (Wensley, 2016).