Premium Essay

Deluxe Foods Ltd.

In: Business and Management

Submitted By ash4mas
Words 3361
Pages 14
EXECUTIVE SUMMARY

Deluxe Foods Ltd. (subsidiary of a large US based consumer packaged-food company with annual global

sales of more than $2.8 Million) is currently in a pivotal growth and expansion stage of their business

cycle. The company has to decide on whether to create a separate marketing plan for one of their

corresponding territories (Quebec) or focus on a global strategy for the entire firm.

As Quebec and Ontario account for 69% of the total sales (in the amount of $450 Million) for this

Canadian subsidiary, it is imperative to develop and customize a marketing campaign for this market.

Currently, the Ontario division is functioning adequately (having a central distribution centre in Toronto

helps), yet there is opportunity to grow market share in Quebec. This is due to the following factors:

* 80% of the market is French speaking * Quebec’s per capita consumption is above the national average * Previous research projects suggest to separate and differentiate the brand from competition * Revise and customize the advertisement plan in the French language * Collaborate with the independent shops

Creating an effective marketing plan includes:

1. Set Objectives- Grow the Quebec market share by 10% annually 2. Select Target Market- Sell products in independent mom and pop shops by conducting market research and analysis (SWOT), pricing strategy, promotional campaign 3. Develop Marketing Mix- Price, Promotion, Place, Product

By customizing to Quebecois and understanding buyer behavior, Deluxe foods can capitalize on the

opportunities available (as per the capita consumption index). Further, upon research findings- set an

appropriate budget, revise the organizational structure for Quebec, plan an advertisement and marketing

campaign in French, and establish a promotional…...

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