MKT1480 Spring 2018: Dare Canada Marketing Strategy and Plan

This report outlines a comprehensive marketing plan for Dare Canada's new cookie line, targeting the Canadian market. It begins with an executive summary and company description, detailing Dare's history and the new product's objectives. A thorough situation analysis examines demographic, technological, socio-cultural, competitive, economic, and regulatory forces. The plan defines target markets, presents a perceptual map for positioning, and details a complete marketing program including product, place, price, and promotion strategies. A detailed implementation plan covers action items, objectives, tools, timelines, and responsibilities across various marketing channels like Facebook, Twitter, YouTube, SEM, and SEO. The report concludes with sales forecasts, marketing communications budget, and a list of references. The plan aims to leverage digital marketing and social media to achieve a successful product launch in Canada.

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)