Marketing & Management: Electric Tiffin Box Launch in Canada

This report provides a comprehensive marketing and management plan for launching Milton's electric tiffin box in the Canadian market. It includes a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats, as well as a macro-environmental scan considering demographic, economic, socio-cultural, technological, and legal/political factors. The report utilizes the STP model (Segmentation, Targeting, and Positioning) to define the target market and develop appropriate marketing strategies. The proposed strategies cover product differentiation, pricing, placement, and promotion, aiming to establish a strong market presence for Milton's electric tiffin box in Canada and achieve a 50% market share within two years. The report concludes that Milton can successfully execute its marketing activities in Canada by leveraging the STP model and implementing effective marketing strategies.

RUNNING HEAD: Marketing & Management 0
Marketing & Management

Marketing & Management 1
Executive summary
The marketing is the action of promoting and selling products and services. It comprises
market research and advertising. This report includes the marketing and management of the
Milton which produces electric tiffin. The SWOT analysis of the company has been defined
along with the macro-environmental scanning. The report even comprises the STP model
which is helpful in identifying consumer needs, best segmental and marketing objectives. The
marketing strategies have been defined to execute the product launching in the market of
Canada.
In the end, it can be concluded that Milton can successfully conduct its marketing activities in
the market of Canada. The STP model and marketing strategies are effective in the
development of the product in the country.

Marketing & Management 2
Contents
Executive summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Situation Analysis..................................................................................................................................3
SWOT analysis..................................................................................................................................3
Microenvironment.............................................................................................................................5
STP........................................................................................................................................................7
Strategies.............................................................................................................................................10
Overarching strategy........................................................................................................................10
Product strategy...............................................................................................................................11
Place strategy...................................................................................................................................12
Promotional strategy........................................................................................................................13
Pricing strategy................................................................................................................................13
Conclusion...........................................................................................................................................14
References...........................................................................................................................................16

Marketing & Management 3
Introduction
Milton was established in 1972 and its housewares products bring convenience to life. Milton
is one of the leading manufacturers of housewares products and supplies worldwide. The
company has a network of more than 55,000 retailers and innovates better and efficient
product for the customers. Milton has the mission of providing high-quality innovative
products. It even offers significant earning opportunity. It is the goal of the company to
encourage confidence requisite to enrich the lives of people and families around the world.
Milton is even dedicated to accelerating profitable revenue growth for the assistance of all the
stakeholders. The innovations are the core competency of the company.
Situation Analysis
SWOT analysis
The SWOT analysis is a vivacious strategic planning tool which can be used by Milton to do
a situational analysis of the company.
Strength
Milton is one of the leading corporations in the industry and the strengths contributing behind
it are given below:

Marketing & Management 4
Splendid performance in new markets: Milton has gained proficiency in entering new
markets and making a success. The development helps the company to protect market share
and expertise at entering the new markets. The extension has even assisted the company in
generating a new revenue stream and diversifying the economic cycle risk in the market
where it works.
High level of customer satisfaction: Milton has been successful in achieving a higher level of
customer satisfaction with the help of customer relationship management department. It is
even good at brands equity among the impending customers (Clarke and Ford 2015, 373-
373).
Consistent suppliers: Milton has a robust base of the consistent supplier of raw material
which empowers the company to overcome supply chain bottlenecks.
Weakness
Day’s inventory is higher than the competitors: It makes Milton increase more capital to
invest in the channel. It impacts the long-term growth of the company (Chen et al. 2014, 319-
329).
Investment in the research and development: Milton is spending above average on the
research and development still it has not been able to strive with the leading companies in
terms of invention.
Gaps in the product range: There is a gap in the product range sold by Milton. This lack of
choice offers a competitor a foothold in the new market (Abram et al. 2018, 83-86).
Opportunities
New trends: The latest developments in the consumer behavior open a new market for
Milton. It offers a great opportunity for the company to construct new revenue streams and
enlarge new product classifications.
Differentiated pricing strategy: The new technology offers the company to practice
differentiated pricing strategy in the new market. It is helpful to the company in maintaining
loyal customers by offering great service and pull new customers. It is possible through the
value-oriented propositions (Cattani and Zur Shapira 2017, 13-38).

Marketing & Management 5
Customers from the online channel: The company has capitalized huge money into the online
platform over the past few years. Such investment has released a new sales channel for
Milton. It is expected that the company can leverage this prospect by knowing the customer
better and attending their needs in an appropriate way.
Threat
Seasonal nature: The demand for the highly lucrative products is cyclical in nature. Any
implausible incident in the peak season can affect the productivity of the company.
More power to the local distributors: More strength to the local distributors presents a threat
in some of the markets (Bull et al. 2016, 99-111). The competition pays a higher margin to
the local distributors.
Varying consumer behavior: The varying behavior of the consumers from the online channel
can cause risk to the prevailing physical infrastructure driven by the supply chain model
(Dangelico and Daniele Vocalelli 2017, 1263-1273).
Currency fluctuation: Milton operates in various countries so it is open to the currency
fluctuations specifically the volatile political climate in various markets across the globe.
Microenvironment
Competition
The competitive matrix can be used to define new opportunities and competition for growth.
It helps to find opportunities to innovate products and services compared to the competitors.
The matrix critically compares a company against the competitors. It is an analytical tool
which can help Milton to establish its competitive advantage.
Factor Milton Tupperware Tayama SKG
Low price 4 5 4 3
Superior quality 5 4 4 3
On-board
controls
Yes No No Yes
Installation Yes No No Yes
Customizable
products
5 3 4 3
Unique features 5 3 4 4

Marketing & Management 6
Rapid delivery 4.5 3 3 3
On the basis of demographics, the company will have more customers from the range of 15-
54 years which consists of 9,398,848 males and 9,549,808 females. Their income is
accumulated at $70, 336 and it is constantly increasing. More than half of the Canadians aged
25-64 have either college or university qualifications. The country has the highest percentage
of college and university graduates.
Economy
The country needs more investment for less import tendencies. It creates prospect for Milton
to establish a business in Canada. The weak Canadian dollar push costs up for the companies
which would deter investment. The country had economic growth of 3.1% in 2017 which is
quite solid. The expansion in all the sectors contributes to the economy. The Canadian
government contributes to the economic growth which is possible by the business expansion
(Bielefeldt 2018, 121-138).
Socio-cultural
Canada is the second large country worldwide. The population growth has been also fairly
consistent in the last four decades which is helpful for Milton to expand its market. The living
standard here is also one of the highest in the world and the consumers are self-assured about
the sustainability (Beracha and Seiler 2014, 237-255. The consumers always demand high-
quality products and services along with the after sale customer support. The trend of online
shopping is also growing as young customers generally like to shop online.
Technology
The technology has an important role to play in the Canadian economy. Both public and
private investments in Canada’s technology industry are growing speedily. Add on political,
economic and social stability has made country appealing for the entrepreneurship. Milton
has various growth prospects in the country which offers a lot of opportunities to the
company. For the business expansion in Canada, the corporation is the most popular method
which can be used by Milton.
Legal/political

Marketing & Management 7
Canada law protects the specific rights of the employees. There are also minimum standards
which Milton is required to abide. The discrimination on the basis of gender, race, ethnicity,
age and other grounds is strictly prohibited in the country.
STP
The STP comprises three steps which can help Milton in analyzing its offerings and the way
it communicates benefits and values to the specific groups. This model is useful as it helps in
identifying most valuable customers and in the development of the products and services
which are ideally suitable.
Segmentation
The segmentation is done to divide customers into groups of people having common
characteristics and necessities. It can allow Milton to tailor approach in order to meet the
needs of each group in a cost-effective manner (Gambetti and Schultz 2015, 1-4). It offers a
huge advantage over competitors. The approaches used to segment target market are:
Demographic: It includes the personal attributes such as age, gender, education, and
occupation Milton focuses on the demographic factors in segmenting factor by gender.
Milton focuses mainly on the women but it also produces tiffin which can be equally used by
the males. It includes all age groups as electric tiffins are required by everyone as it needed
by the professionals and to the households as well. The households prefer to use electric
tiffins during outside trips (Diamantopoulos et al. 2014, 39-61). There is less scope for the
occupation or marital status as having electric tiffin is more like a necessity.
Psychographic: The psychographic factor identified is a lifestyle. Milton is aimed at people
having a good habit lifestyle. For instance, people who are more concerned about the
condition of the earth will prefer to buy Milton for achieving practice of reducing, reuse and
recycle.
Behavioural: More important is given to understand consumer behavior so that their need can
be served by Milton in an effective manner. It comprises the quality and the tiffin size
required by the customers.
Targeting

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The targeting is the best segment. The targeting is a process of separating market into the
segments and then focus on the marketing efforts on one or few key segments. It can
determine the success of Milton in the Canadian market. The target marketing is useful in
making the pricing, promotion, and distribution of the products more readily and more cost-
effective (Ervural et al. 2018, 15-38). The focus of the marketing activities is offered by the
target marketing.
Milton uses a differentiated marketing strategy and it can be used by any gender. Although
most sales are driven by women. By offering product variations to the segments, Milton can
earn good profits and can attain a strong position in each market segment.
Positioning
Milton tends to maintain its position as the leading global seller by offering qualitative and
innovative products. The company often excite confidence of its association, sales force,
customers and inventors. Milton is constantly trying to change the life of people by
empowering its customers to reach their full potential. It is the objective of Milton to attain a
maximum number of the customers. It is specific, measurable and achievable over a definite
period of time (Iamratanakul 2018, 1-16). It is specific to increase the number of customers
and these are measurable in the numbers. The company aims to attain 50% of market share in
the next two years which is quite relevant. The perpetual maps on the basis of quality, price
and prestige, performance are given below:

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High quality
Milton
Low price
High price
Tupperware Tayama
Low quality
(Perpetual map 1)

Marketing & Management 10
High
Milton
Low prestige
High
Tayama Tupperware
Low Performance
(Perpetual map 2)
Strategies
Overarching strategy
The differentiation strategy is used by Milton to develop unique products that customers find
better than the competitors. It includes the development of products like electric tiffin which
are unique for the customers in terms of the features, design, brand image, quality or
customer service. Such products are highly valuable to customers. The bases of the
differentiation are innovative products, pricing, and organization. Such innovative products
fulfill customer’s requirements whereas supply and demand decide the price of the product.
The differentiation is based on the organization where Milton can earn success through brand
name, goodwill and customer loyalty (Venter and Sally Dibb 2015, 62-83).
The strategy can be implemented by providing utility to the customers such as offering
products which match the needs and preferences. Milton can even innovate tiffin and increase

Marketing & Management 11
product performance. The company can set the price of the tiffin based on its features and
purchasing power of the customers. It can even create a brand image by ensuring better
quality, services along with customer satisfaction. In order to implement a successful
differentiation strategy, Milton can price its product higher than its competitors and can attain
customer loyalty. It is because generally customers are accustomed to the unique features
(Eschen et al. 2015, 228-237). The differentiation comprises product performance, ease of
use, useful life, superior service and more.
Product strategy
The electric lunch box of Milton is an impeccable example of the invention and comfort. It
heats and stores food and also preserves its nourishment. The tiffin is made of stainless steel
which is appropriate for the working professionals. It is made from the robust and high-
temperature resilient materials. The qualities parameters are kept in mind by the company to
deliver defect free range. The electric tiffin offered by the Milton heats and stores food warm.
The product includes features like rugged design, easy to clean and consumes less power
(Lee 2015, 73-102). The electric tiffin complements the existing product mix by offering
satisfaction to the customers.
Source: Marketing Insider, 2015
The sales of Milton are zero during the product development. Whereas, the company’s
investment costs constantly increases.
The sales of the company start growing slowly in the introduction stage. The returns are still
missing because hefty expenses of the product introduction overweigh sales. The growth
stage comprises the stage of the rapid market acceptance along with the increasing profits