Analysis of Marketing Mix and Target Market for Three Farmers

This report identifies and analyzes the marketing mix and target market of Three Farmers, a Canadian company specializing in plant-based snacks. The product line includes Roasted Chickpeas, Camelina Oil, Pea Pops, and Crunchy Little Lentils, targeting demographic groups based on age and gender, and psychographic groups interested in healthy lifestyles. The company employs a premium pricing strategy, positioning its products as high-value and authentic. Distribution channels include their website, large grocery stores, and online platforms like Amazon.ca. Three Farmers leverages social media marketing and sales promotions to promote its products and engage with consumers. This analysis provides insights into the company's marketing strategy and its approach to reaching health-conscious consumers.

Running head: IDENTIFICATION OF MARKETING MIX AND TARGET MARKET
IDENTIFICATION OF MARKETING MIX AND TARGET MARKET
Lovepreet Kaur
Name of the University
Author Note

1IDENTIFICATION OF MARKETING MIX AND TARGET MARKET
Response to Question 1:
The website selected for the identification of marketing mix and the target market is
Three Farmers, founded by Natasha Vandenhurk in the year 2008 located in Saskatoon
(Saskatchewan — Canada Business, 2019).
The website: http://www.threefarmers.ca
Response to Question 2:
Part 1:
Product line of Three Farmers offers a range of plant-based snacks. The snacks items
consists of Roasted Chickpeas, Camelina Oil, Pea Pops, Crunchy Little Lentils. The products
are manufactured with organic and quality elements.
Part 2:
The target market for the offered products are based on demographic and
psychographic groups. Demographic groups on the base of age, gender and psychographic
groups based on interests and activities such as women, economically stable, young snackers
as well as to families. Women’s indulgence in snacking is less than men, but whenever they
do they prefer healthy options which constitutes of 78% of their total snack consumption.
Although, men are considered to be the significant target group, but health related marketing
can be projected especially towards women. Youngsters are becoming more conscious and
aware of a healthy lifestyle and are in a constant search for naturally produced food products.
Part 3:
The prices of the main products of Three Farmers are lsited below:
Pea Pops- $24.00 (90 gm)

2IDENTIFICATION OF MARKETING MIX AND TARGET MARKET
Roasted Chickpeas- $30.00 (120 gm)
Crunchy Little Lentils- $30.00 (140gm)
Camelina Oil- $90.00 (5 litres)
The prices varies depending on the quantity and gift/value packs. They also offer
samplers, which are sold as introductory packages. Three Farmers have adopted premium
pricing or high pricing strategy as if its price ranges are compared with other available
healthy snacks brand, their price ranges from $2 - $10 like the price of a 142 gm Biena
Chickpea snacks packets is $6.79 and Brami Lupini beans snacks packets of 150 gm costs
$5.49. It may have strategised its pricing strategy to add premiumness to it product and to
project the image of authenticity by selling organic products. They want to maintain the
perception of “high value-high price” in consumers.
Part 4:
The products of Three Farmers are available through their own website as well as in
large grocery stores like Metro, Farm Boy, Community Natural Foods and Whole Foods
(Three Farmers, 2019). The products are also available online apart from their own website in
Amazon.ca, foodiepages.ca and Well.ca (Well.ca, 2019). Choosing the platform to make its
products available is crucial for Three Farmers as they will like to be present in a store where
healthing eating or organic products options are widely available.
Part 5:
Three Farmers promotes itself through social media marketing by being present in
Facebook, Instagram and Twitter, which showcases the new recipes, the process of
production and the ‘Farm to Fork’ concept. They also uses sales promotion techniques by
selling sample packages, providing coupon codes and gift packages.

3IDENTIFICATION OF MARKETING MIX AND TARGET MARKET
References:
Saskatchewan — Canada Business. (2019). Saskatchewan — Canada Business. Retrieved
from https://canadabusiness.ca/about/contact/saskatchewan/
Three Farmers. (2019). Three Farmers. Retrieved from http://www.threefarmers.ca
Well.ca. (2019). Well.ca. Retrieved from https://well.ca