Proposal1 Team1.docx - 1 Proposal 1 Luisa de Lourdes Felix...

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1 Proposal 1 Luisa de Lourdes Felix Casares (2011772) Sushmita Dhimal (1917413) Daniel Akporiyede (1918775) Anurag (2013283) Shivani Bharatsinh ( ) University Canada West MRKT 621: Marketing Management Alexander Sakharov May 21, 2021
2 Proposal 1 The objective of proposal 1 is to briefly explain the team's core ideas to respond to the clients' needs and create changes in the current marketing plan to help Merridale Cidery and Distillery achieve their goals. A) A brief explanation of Team1 new ideas to respond to the need of Merridale Cidery 1. Analyze the company's current marketing situation and identify potential opportunities and threats that may impact the company. 2. Develop a new product/service concept that can create customer value. 3. Recommend marketing strategy and program for Merridale Cidery and Distillery to stay profitable, competitive, and sustainable. To design an effective marketing campaign to expand Merridale Cidery and Distillery, we first need to understand better our target segment - namely, their income, occupations, geographic presence, challenges, current target market, and market structure, etc. Now that we have a basic idea of the target segment, we can use a framework such as STP (i.e., Segmentation, Targeting, and Positioning) and 4P's of marketing to help Merridale Cidery and Distillery design a marketing plan. STP Framework Segmentation - We can segment the new market into rural, semi-urban, and urban customers. (There could be other ways of segmenting the market, such as per income or occupation. As more information becomes available after our first meeting on May 14, 2021, a more detailed strategy will be developed).
3 Targeting - This is where we decide which segment to target. Being a small retail company already catering to upper- and middle-class customers, who reside primarily in urban cities, our client has a limited presence in rural areas. And since connectivity to remote provincial regions cannot be built overnight, we suggest our client target urban and semi-urban segments. Positioning - Positioning means how you plan to position your offering (i.e., product and service) in the minds of your target segment, i.e., How will your target segments view your new offering? Being a spirit liquor company already catering to upper and middle classes, the best way is to position our offering as something aspirational for our new customers. And in a

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