Create a marketing plan to penetrate the ontario market

Assignment Help Marketing Management

Reference no: EM133318322

Assignment:

You have been asked by the founders of le seltzer to create a marketing plan to penetrate the Ontario market. The product will be sold directly to consumers via Mr. Case (note: there is a delivery charge attached to this), as well as through retailers, bars and restaurants. As such, the audiences you need to consider are consumers AND food and beverage business owners (restaurants, cafes, grocer, specialty stores).

The plan will be in the format of a business case report (PowerPoint), no more than 12-15 slides and any detailed information should be in the appendix.

Background

le seltzer is a family-owned, Montréal-based seltzer company. Launched in 2021, le seltzer was started by two brothers, Noah and Sam Bick, who are passionate about seltzer. On their public-facing material (website) they say that they "have always felt a connection to seltzer---it's history resonates with our Jewish Montréal roots, and it has always been our drink of choice at the local deli, park, and on road trips."

The product is sold in 24-packs and comes in four flavours: black cherry, yuzu blossom and pomelo, ginger, and orange vanilla. Here's how the founders describe the product: "Our natural flavours are exciting, a little bold, but still classic---with just the right amount of carbonation."

Noah has been quoted as saying: "Over the next couple of years, I'd like to establish le seltzer as Canada's leading independent seltzer brand. In the States, there are a handful of household, independently-owned seltzer brands; but in Canada, there isn't any."

Assumptions/Key Details

Marketing budget is $500-$1,000/month

At this point they are using social media (Facebook, Instagram, TikTok, under the @le seltzer handle) to promote their business.

The focus has been very much on the local roots-the company was launched and the product is made in Montréal...so what does this mean for expansion into a new market?

Because the product is sold as a liquid in cans it is expensive and complicated to ship without damaging the cans

The founders have identified a key issue in the Ontario market, which is that there is not a keen understanding of the difference between seltzer and sparkling mineral water. One of their key distinctions in that they use reverse osmosis water as the base, which is a story they'd like to tell

Question-

Promotion Strategy

How will you communicate with the target audience? What channels will you use? Provide rationale.
What's the ideal timing to ramp up promotions? (For example, is this a post-holidays focus, or should le seltzer wait until warmer weather when people are more inclined to drink cold beverages?) Provide rationale
How will you get the product to consumers? Directly, or through retail? If directly, how can you bring down shipping costs?

Reference no: EM133318322

Questions Cloud

What strategies could you use to empower children to develop : What strategies could you use to empower children to develop limits and consequences and why is this an important feature of positive relationships?

How questions are an important communication technique : Discuss how questions are an important communication technique with children two years and above and the types of questions you can ask to promote communication

What is the current cost-per-conversion of the ad campaign : After 15 days of the campaign you notice that this campaign had served 1000 impressions with a clickthrough rate of 10% and a conversion rate of 5%.

How the mosaic covenant compliments the abrahamitic covenant : Describe the significance of the exodus in relationship to the covenant God made with Abraham. Additionally, explain how the Mosaic covenant compliments

Create a marketing plan to penetrate the ontario market : You have been asked by the founders of le seltzer to create a marketing plan to penetrate the Ontario market.

What was socrates attitude towards athens the city : What was Socrates' central ethical principle that kept him from escaping from jail? What was Socrates' attitude towards Athens, the city that condemned him

Explain automated machine learning : Explain Automated Machine Learning (AutoML). What questions might arise when presenting AutoML learning results?

What relevance might what occurred in ayodhya : What can we learn about religion, politics, and sacred sites from what happened in Ayodhya? What relevance might what occurred in Ayodhya have for contemporary

Determine the media scheduling strategy : Who, What, Where, When, How (Primary and Secondary) Determine the Media Scheduling Strategy? Hint: Continuous?

User Account

All Pages