MARKETING PLAN

A marketing plan is your road map for finding and keeping customers. By planning your marketing step by
step, you give your company the best chance of success in today’s competitive marketplace. From
establishing a strong brand to understanding your ideal customer to creating a compelling buying
experience, the time you put into planning now will pay off many times over in the months and years to
come.

TABLE OF CONTENTS
DEFINE YOUR BRAND
What is your vision statement? ..................................................................................................... 2
What is your value proposition? .................................................................................................... 5
What is your positioning statement? ............................................................................................. 5

IDENTIFY YOUR CUSTOMERS

Your top three personas ............................................................................................................... 3

UNDERSTAND YOUR COMPETITORS

Your top three competitors . ........................................................................................................... 8

ANALYZE YOUR BUSINESS

Strengths ..................................................................................................................................... 12
Weaknesses ............................................................................................................................... 13
Opportunities ............................................................................................................................... 14
Threats .......................................................................................... Error! Bookmark not defined.

DEFINE YOUR DIFFERENCE

What is your USP? ...................................................................................................................... 17
What is your elevator pitch? ........................................................................................................ 17

MAP YOUR CUSTOMER’S JOURNEY

Your customer’s journey ............................................................................................................ 19

CREATE YOUR ACTION PLAN

What is your marketing budget? ................................................................................................. 21
Who is on your marketing team? ................................................................................................ 21
Who is responsible for what? ...................................................................................................... 21
What is your pricing strategy? ..................................................................................................... 21
How will you distribute your goods or services? .......................................................................... 22
How will you create or update your website? .............................................................................. 22
What is your social media strategy? ............................................................................................ 22
What is your email strategy? ....................................................................................................... 22
What is your advertising strategy? .............................................................................................. 22
What is your public relations strategy? ....................................................................................... 23
What is your after-the-sale strategy? .......................................................................................... 23

MONITORING, MEASURING AND IMPROVING

How will you measure the effectiveness of your marketing activities? ........................................ 24
How will you adjust to improve? .................................................................................................. 24
 MARKETING PLAN
Part 1 Define your brand 5 MARKS

A strong brand is the foundation for your company’s success. To build a great brand, you need to be
clear about why you’re in business and where you want to take your company.
You may find yourself returning to this section to fine-tune and adjust as you work through the full
marketing plan and clarify your understanding of your target customers, competition and market
opportunities.

What is your vision statement?

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MARKETING PLAN
Part 1 Define your brand 5 MARKS

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MARKETING PLAN
Part 1 Define your brand 5 MARKS

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 MARKETING PLAN
Part 1 Define your brand 5 MARKS

This is typically two or three simple sentences that explain what you want to achieve, your core
values and how your brand reflects them.

Our mission is to free people from the cold—no matter where they live—and empower them to
experience more from life. Founded in a small warehouse in Toronto, Canada almost sixty years
ago, Canada Goose has grown into one of the world's leading makers of luxury apparel. Building
the best, warmest, most functional Product in the world using premium quality and design,
authentic craftmanship, thermal mapping, conduro fabric and its light weight.

What is your value proposition?

What value does your organization provide to customers that no one else can?

Made With Merino Wool and Thermal Mapping® for Warmth Where You Need It. Shop
Knitwear. Designed With Cordura® Fabric and Open-Knit Construction for Added Durability. .
Authentic Craftsmanship. Premium Quality & Design. Types: Parkas, Lightweight Jackets,
Knitwear, Lightweight Down, Accessories, Rainwear

Frankly, there's no more compelling way to engage consumers with our unique value
proposition than being put to the test – through the experiences of real people with real needs
that are being met through the utility our jackets provide.

What is your positioning statement?

How do you want to be perceived in the marketplace?

Canada Goose has remained fad-proof. “From the beginning, we’ve built Canada Goose as the
best, warmest, most functional product in the world.” Our Product is made in Canada

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 MARKETING PLAN
Part 2 Identify your customers 10 MARKS

The purpose of a business is to create and keep a customer. This makes understanding
customers the top priority of any business.

Your top three personas

Create three personas or imaginary individuals. They should correspond to the most important
customer segments you want to attract. For example, a coffee shop near a university might be
going after students, parents of young children and the local business crowd.
Your personas will help you visualize the customers you are targeting and develop brand
messages and marketing tactics that will resonate with them.

JAMES SOFIA PERSONA 3

What is their
demographic profile? 33 years banker 25 years Model
Age, sex, profession, $75,000 a year $90,000 a year
income, social status, Married Single
education, etc. Business Graduate Fashion Designer

What are their He likes brand She likes brand

values, attitudes, name, name,
interests, needs and He like jazz music She likes Disco and
lifestyle choices? and traveling,
What is important to Likes Golf for sports, adventures
them? Aristocratic living Vlog, she also
associates with
famous people
actor and actress

How do they like Online Face to Face

to do business? He spends $2,025 She spends $4,323
Online or face-to- Men’s Expedition Hermifur Down
face? Parka Parka
How much do Jacket $1,150 With Fur trim Jacket
they spend? Balmain Caps $395 $2,715
What kind of Thom Browne scarp Burberry Scarf
products $480 $1,220
do they buy? Aviator Hat $388
What do they want
in terms of features,
functionality and
cost?

Where are they Golf course, Hiking Musical theater,

located? trail Grammy Awards

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 MARKETING PLAN
Part 2 Identify your customers 10 MARKS

Why would this Top Quality Designer Brand

person buy your
product or service

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 MARKETING PLAN
Part 3 Understand your competitors 10 MARKS

You must understand what your competitors are doing and how their products or services stack
up against yours. Analyze your competitors’ websites, product documents, brochures and catalogues.
Talk to their customers about their needs. And don't overlook the opportunity to learn more
by talking directly to the competition.

Your top three competitors

Use the following chart to analyze your top three competitors.

EDDIE BAUER BURLINGTON COATS

Where are Bellevue, Washington Burlington Township, New Jersey,

they located? United States United States

How long have The company was Burlington Coat Factory became a
they been in public company for the first time
business? established in 1920 with an IPO in June 1983. The
Company operated 31 stores at the
in Seattle by Pacific time of the IPO, and with the
Northwest outdoorsman, Ed capital raised proceeded to double
its store count to 68 stores by 1985.
die Bauer (1899–1986). In
1940 Bauer patented the
first
quilted down jacket.[3] He
later patented numerous
other designs. The company
was the first independent
company which the United
States Army hired and
allowed to use a logo on the
Army-issued uniform.

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 MARKETING PLAN
Part 3 Understand your competitors
What are their Eddie Bauer describes their
target target market as educated,
markets? active, married, in their 40s,
and wealthy. Customers
that shop in the retail stores
might have the body shape
that is average or
“common,” as the case
study states.
What are their Eddie Bauer, inventor of the
unique selling
points, down parka, made his name
competitive synonymous with high-
differentiators
? quality outdoor clothing and
sporting goods. An avid
outdoorsman, Bauer opene
d a small sporting goods
store in downtown Seattle
in 1920
10 MARKS
Burlington’s target market is
women of Generation X.
Generation X includes the forty-five
million people that were born
between the years 1965 and 1976,
also known as the “birth death”
according to the fourteenth edition
of the book titled Principles of
Marketing, written by Kotler and
Armstrong.
Large assortment of current, high-
quality, designer and name-brand
merchandise at up to 70% off
department store prices.
Segment: Middle/upper middle
class
Target Group
Young working professionals/trend
lovers
Positioning: Large assortment of
current, high-quality, designer and
name-brand merchandise at up to
70% off department store prices.
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 MARKETING PLAN
Part 3 Understand your competitors
What are their Strengths
strengths,
weaknesses?
1.Inception since 1920, has
strong brand name
2.Aprrox 400 stores in North
America
3.Strong tri-channel
platform, operates through
three sales channel i.e.
retail stores, outlet stores,
Direct order center
4. Products differentiation
in sports clothes, outwear,
Bags& gear, Shoes,
swimsuits, bedding
essentials etc.
5. Licenses brand name and
logo
6. Products and prices easily
accessible online and in
catalogues
7.One of the leading brand,
well known for its customer
relations
Weakness
1.Filed for chapter 11
bankruptcy protection
10 MARKS
Below is the Strengths,
Weaknesses, Opportunities &
Threats Analysis of Burlington Coat
Factory. Strengths are:
1. Strong network of around 500
stores in different US states.
2. A one stop shopping experience
since the stores features most of
the famous labels at a price
discount of 60 to 70% compared to
department stores
3. Online purchase available for
both coat factory products and
baby depot products making it
easier for an entire family to shop
together.
4. It is one of the nation’s largest
coat sellers
5. Over 25,000 people are
employed with the organisation
Here are the weaknesses in the
Burlington Coat Factory SWOT
Analysis:
1. People might perceive the store
to be selling low quality items since
the prices are very low
2. Company reputation is at stake
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Part 3 Understand your competitors 10 MARKS

which affected brand image due to the recent litigations

hence less investors involving false labelling
2.Limited Global presence 3. Shopping experience is not that
compared to other brands good since the stores will have
3. Changed merchandising minimalistic infrastructure.
strategy three times which
diverted their core
customer

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 MARKETING PLAN
Part 4 Analyze your business 10 MARKS

Now it’s time to take a hard look at your own business. You do this with a classic SWOT analysis—
defining your Strengths, Weaknesses, Opportunities and Threats.

Strengths
What characteristics does your business possess that give it an advantage over others?

CANADA GOOSE STRENGTH

 Strong dealer community – It has built a culture among distributor & dealers where the
dealers not only promote company’s products but also invest in training the sales team
to explain to the customer how he/she can extract the maximum benefits out of the
products.
 Superb Performance in New Markets – Canada Goose Holdings Inc. has built expertise at
entering new markets and making success of them. The expansion has helped the
organization to build new revenue stream and diversify the economic cycle risk in the
markets it operates in.
 Strong distribution network – Over the years Canada Goose Holdings Inc. has built a
reliable distribution network that can reach majority of its potential market.
 Strong Free Cash Flow – Canada Goose Holdings Inc. has strong free cash flows that
provide resources in the hand of the company to expand into new projects.
 Highly skilled workforce through successful training and learning programs. Canada
Goose Holdings Inc. is investing huge resources in training and development of its
employees resulting in a workforce that is not only highly skilled but also motivated to
achieve more.
 Automation of activities brought consistency of quality to Canada Goose Holdings Inc.
products and has enabled the company to scale up and scale down based on the
demand conditions in the market.
 High level of customer satisfaction – the company with its dedicated customer
relationship management department has able to achieve a high level of customer
satisfaction among present customers and good brand equity among the potential
customers.
 Successful track record of developing new products – product innovation.

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 MARKETING PLAN
Part 4 Analyze your business 10 MARKS

Weaknesses
What places your business as a disadvantage versus others? Address these weaknesses immediately.

Canada Goose weakness

 Limited success outside core business – Even though Canada Goose Holdings Inc. is one
of the leading organizations in its industry it has faced challenges in moving to other
product segments with its present culture.
 Investment in Research and Development is below the fastest growing players in the
industry. Even though Canada Goose Holdings Inc. is spending above the industry
average on Research and Development, it has not been able to compete with the
leading players in the industry in terms of innovation. It has come across as a mature
firm looking forward to bring out products based on tested features in the market.
 Not very good at product demand forecasting leading to higher rate of missed
opportunities compare to its competitors. One of the reason why the days inventory is
high compare to its competitors is that Canada Goose Holdings Inc. is not very good at
demand forecasting thus end up keeping higher inventory both in-house and in channel.
 Need more investment in new technologies. Given the scale of expansion and different
geographies the company is planning to expand into, Canada Goose Holdings Inc. needs
to put more money in technology to integrate the processes across the board. Right now
the investment in technologies is not at par with the vision of the company.
 Organization structure is only compatible with present business model thus limiting
expansion in adjacent product segments.
 There are gaps in the product range sold by the company. This lack of choice can give a
new competitor a foothold in the market.
 The marketing of the products left a lot to be desired. Even though the product is a
success in terms of sale but its positioning and unique selling proposition is not clearly
defined which can lead to the attacks in this segment from the competitors.

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Part 4 Analyze your business 10 MARKS

Opportunities
What conditions or situations in the marketplace or in your competitors’ offerings could you exploit to your advantage?

Canada Goose opportunities

 The market development will lead to dilution of competitor’s advantage and enable
Canada Goose Holdings Inc. to increase its competitiveness compare to the other
competitors.
 Economic uptick and increase in customer spending, after years of recession and slow
growth rate in the industry, is an opportunity for Canada Goose Holdings Inc. to capture
new customers and increase its market share.
 Opening up of new markets because of government agreement – the adoption of new
technology standard and government free trade agreement has provided Canada Goose
Holdings Inc. an opportunity to enter a new emerging market.
 New customers from online channel – Over the past few years the company has
invested vast sum of money into the online platform. This investment has opened new
sales channel for Canada Goose Holdings Inc.. In the next few years the company can
leverage this opportunity by knowing its customer better and serving their needs using
big data analytics.
 Government green drive also opens an opportunity for procurement of Canada Goose
Holdings Inc. products by the state as well as federal government contractors.
 Stable free cash flow provides opportunities to invest in adjacent product segments.
With more cash in bank the company can invest in new technologies as well as in new
products segments. This should open a window of opportunity for Canada Goose
Holdings Inc. in other product categories.
 New environmental policies – The new opportunities will create a level playing field for
all the players in the industry. It represent a great opportunity for Canada Goose
Holdings Inc. to drive home its advantage in new technology and gain market share in
the new product category.
 Organization’s core competencies can be a success in similar other products field. A
comparative example could be - GE healthcare research helped it in developing better
Oil drilling machines.

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 MARKETING PLAN
Part 4 Analyze your business 10 MARKS

What conditions or situations in the marketplace, or activities by your competition, could

work against you?

 Rising raw material can pose a threat to the Canada Goose Holdings Inc. profitability.
 Changing consumer buying behavior from online channel could be a threat to the
existing physical infrastructure driven supply chain model.
 The company can face lawsuits in various markets given - different laws and continuous
fluctuations regarding product standards in those markets.
 New technologies developed by the competitor or market disruptor could be a serious
threat to the industry in medium to long term future.
 Liability laws in different countries are different and Canada Goose Holdings Inc. may be
exposed to various liability claims given change in policies in those markets.
 As the company is operating in numerous countries it is exposed to currency fluctuations
especially given the volatile political climate in number of markets across the world.
 Growing strengths of local distributors also presents a threat in some markets as the
competition is paying higher margins to the local distributors.
 No regular supply of innovative products – Over the years the company has developed
numerous products but those are often response to the development by other players.
Secondly the supply of new products is not regular thus leading to high and low swings
in the sales number over period of time.

Threats Canada Goose Holdings Inc. Facing - External Strategic

Factors
 Rising raw material can pose a threat to the Canada Goose Holdings Inc. profitability.
 Changing consumer buying behavior from online channel could be a threat to the existing physical
infrastructure driven supply chain model.
 The company can face lawsuits in various markets given - different laws and continuous fluctuations
regarding product standards in those markets.
 New technologies developed by the competitor or market disruptor could be a serious threat to the
industry in medium to long term future.
 Liability laws in different countries are different and Canada Goose Holdings Inc. may be exposed to
various liability claims given change in policies in those markets.
 As the company is operating in numerous countries it is exposed to currency fluctuations especially given
the volatile political climate in number of markets across the world.
 Growing strengths of local distributors also presents a threat in some markets as the competition is
paying higher margins to the local distributors.
 No regular supply of innovative products – Over the years the company has developed numerous
products but

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Part 4 Analyze your business 10 MARKS

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 MARKETING PLAN
Part 5 Define your difference 5 MARKS

You’re ready to craft a unique selling point (USP), a description of what makes you distinct in the
marketplace.
A USP must articulate a compelling and decisive advantage you have over the competition. Consider
writing your USP as an “only statement” as in: “We are the only business in the city/the country/the world
that does X.” Refer to your vision, values and positioning statements in Part 1.

What is your USP?

Canada Goose was built from the beginning as the best, warmest, most functional product in
the world that is made in Canada.” Canada Goose was and still is the brand of choice for
mountain climbers and Arctic Circle and now, the entire family wherever you are. Canada Goose
offers premium value for your money

Part of the appeal is that the goose-down-filled jackets are very high quality and keep people
warm. ... High-quality materials: The parkas are made with goose down sourced
from Canadian Hutterite farmers and come with a removable coyote fur-lined hood.

What is your elevator pitch?

 Canada Goose jackets are largely made of animals

 The puffy stuffing is made from the down feathers of ducks and goose
 Canada Goose jacket made in Canada was like a watch made in Switzerland

Canada Goose jackets are made with merino wool

and thermal mapping for warmth where you need it. Knitwear designed with Cordura fabric
and open-Knit construction for added durability. Authentic craftsmanship, premium quality
& design. We have many types to choose from: Parkas, Lightweight Jackets, Knitwear,
Lightweight Down, Accessories, Rainwear
Canada Goose is made in Canada, the best in the world!

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MARKETING PLAN
Part 5 Define your difference 5 MARKS

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 MARKETING PLAN
Part 6 Map your customer’s journey 10 MARKS

Your goal is to deliver the right messages, to the right people, at the right time. It’s essential to
communicate your brand consistently throughout your customer’s entire journey with you—from discovery
to purchase to after-purchase support and repeat business.
The key is to understand, at each point in the journey, what customers hope to achieve from the
transaction and what their expectations of your business are. By referring back to the customer personas
you completed in Part 2, complete the following chart to clarify what marketing activities at each point on
the journey are necessary for creating a loyal customer.

Your customer’s journey

JAMES SOFIA PERSONA 3

ATTENTION Be a sponsor for a Host an event for a

How will we make this local sports team fashion event for
person aware of our like the golf teenagers using
business? association or our brand
upcoming event.
Vlogging
A web page
Matching outfits
Blogging &
Vlogging Advertising
Introducing our
Host an event for product to her
golfers introducing circle of friends
our sportswear for
our brand

INTEREST Introduce or Introduce or

How will we get them advertise our advertise our
interested in our brand on brand in Fashion
business? sportswear and Magazine
business class
product Invite her on our
runway walk on
Introduce the our new product
toughness and
durability and the Start a referral
outstanding quality program,
of the product Instagram,
snapchat
Create infographics
which includes
photos

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 MARKETING PLAN
Part 6 Map your customer’s journey 10 MARKS

DESIRE Make the product Partner with the

How will we create a exclusive famous star person
desire to purchase? who like our brand
Out of stock
strategy Scarcity strategy

ACTION List the benefits of Emphasise the

How will we get them the product uniqueness of the
to take action and buy? product
Good customer
feedback Give her exclusive
discount with 1
free product of her
choice

LOYALTY Make them to be Reward my

How will we make them priority customer
loyal to our business?
Easy to redeem Free return
discount
Customizable
Free shipping
Multichannel
Customer rewards

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 MARKETING PLAN
Part 7 Create your action plan

You’ve done the hard work of defining your business and its market. Now it’s time to bring it all together
by planning the marketing tactics you will use to attract and keep customers. Describe how you will
promote your product or service, remembering that not every tactic makes sense for every business.
Consider what will resonate with those customer personas you completed in Part 2, given your budget
and human resources.
But first, start with some basic information about the resources and strategies you will use.

What is your marketing budget?

How much can you afford to spend this year?

Who is on your marketing team?

Who is responsible for what?

What is your pricing strategy?

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Part 7 Create your action plan

How will you distribute your goods or services?

How will you create or update your website?

DESIGN
How will you get a modern, attractive, effective website?

CONTENT
What kind of content will you produce? Who will be responsible for regularly producing and managing it?

SEARCH ENGINE OPTIMIZATION

How will you optimize your site so your content ranks high on search engine results?

What is your social media strategy?

What platforms make sense for your business? Who will plan and manage your communities and respond to
questions?

What is your email strategy?

What will be your email marketing strategy (keeping in mind Canada’s anti-spam law)

What is your advertising strategy?

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 MARKETING PLAN
Part 7 Create your action plan

PRINT/TV/RADIO

What is your public relations strategy?

Public relations includes efforts to woo editors or journalists to cover your business, and also having an action plan to
protect your brand in a crisis scenario.

What is your after-the-sale strategy?

How will you ensure customers remain loyal and happy for the long-term?

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 MARKETING PLAN
Part 8 Monitoring, measuring and improving 10 MARKS

To measure the return on investment from your marketing plan, you must track the effectiveness of your
activities. Generally, you do this by monitoring customer conversion metrics (e.g., sales, quote requests,
e-newsletter sign-ups, eBook downloads, etc.) and by gauging the impact of specific tactics and
campaigns. If something is not working, you must adjust to improve.

How will you measure the effectiveness of your marketing activities?

 Under the stewardship of chief executive Dani Reiss since 2001, Toronto-based Canada
Goose Inc. has grown close to 4,000% and become the country’s premier brand of
outerwear. Mr. Reiss, whose grandfather, Sam Tick, founded the company in 1957,
talked with the Financial Post‘s Hollie Shaw about how the brand goodwill was built
through grassroots marketing and a bit of old-fashioned made-in-Canada style envy.

We made sure that we showed [the Canadian retailers] those images, and whenever we got PR
in magazines we demonstrated that to them. We wanted to accelerate the process of them
recognizing what was going on.

Manufactured in Canada is one of the pillars of our foundation. Ten years ago a lot of Canadian
brands thought people didn’t care about ‘Made in Canada’ at all and to that extent they left
Canada and produced offshore.
We took that opportunity to stay in Canada and by doing that we became successful. The
strategy of sticking around [helped] the perception that we are the champions for ‘Made in
Canada’ and people appreciate that. You can’t be a luxury brand without the history and the
heritage.
Measure effectiveness of marketing activities
While many legacy brands are struggling to reinvent themselves for the digital age, Canada
Goose is making out well in the face of change. The outerwear brand has grown its sales nearly
500% over the past five years, having launched its e-commerce presence only two years ago.
Since then, e-commerce has comprised 15% of overall sales, a number that Canada Goose CMO
Jackie Poriadjian-Asch expects to continue to increase that share as the brand ups the ante on
marketing with a bigger focus on digital channels and tactics.
Adjust to improve

 Plan, develop and execute demand capture and demand generation marketing
campaigns from initial strategy to final execution in approximately 12 ecommerce
markets
 Manage global performance marketing budget

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MARKETING PLAN
Part 8 Monitoring, measuring and improving 10 MARKS

 Increase traffic and revenue through online advertising channels which included paid
search, programmatic and paid social
 Compile and analyze performance data for creative, landing pages and experiences to
assess effectiveness and identify optimization opportunities
 Liaise and guide performance marketing agency partners on a daily basis
 Bring digital trends, insights and ideas back to the marketing team and inspiring best-in-
class digital leadership across the team through a designed annual digital curriculum
 Manage weekly reporting and business tracking for the ecomm business
 Ability to prioritize multiple projects with short and long-term deadlines
 Research, define and test partnerships with new vendors to expand our digital reach and
determine new, conversion-driving strategies
 Collaborate with internal stakeholders including design, copy writer, product and
ecommerce program managers to drive messaging strategy and execution
 Support in developing 3-5 year digital strategy to scale the brand across the globe

The Senior Director Marketing, Canada is responsible for leading the Canada Goose
Global omni-channel strategy to the Canadian marketplace, creation of a Canadian
marketing strategy and detailed activation plan ensuring relevance and localisation on a
“market by market” basis. In-line with the global direction the Canadian Marketing
Director will drive, inspire and innovate the Canadian business.

 Develop specific strategic marketing plans for each Canadian focus market
 Partner with wholesale businesses to guide the strategic direction and execution of
marketing partnerships within our wholesale accounts
 Lead the Canada Goose owned-retail marketing strategies to provide our guests with
stories and experiences that enhance the Canada Goose brand
 Drive an integrated multi-channel approach to include advertising, media, digital, social,
guerilla, CRM, Retail Marketing and Research
 Work alongside the Canadian teams as a trusted partner to deliver upon the agreed
cross functional business objectives
 Be brand guardian for Canada Goose towards the Canadian business working with
Canada Goose marketing teams to drive consistent and relevant messaging
 Effectively manage relationships and work collaboratively with marketing agencies, (e.g.
consulting firms, production houses, research companies, etc.) to achieve the marketing
objectives and maximum return
 Provide project briefs to agencies with clearly defined objectives, scope of work, budgets
and timelines

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 MARKETING PLAN
Part 8 Monitoring, measuring and improving 10 MARKS

 Oversee the project development process; provides timely and constructive feedback to
agencies
 Demonstrate strong creative thinking, a disciplined approach, and great intuition in
identifying and selecting the best option or approach recommended by agencies
 Gather, assess and analyze data to identify the relevant market developments, consumer
insights and competitive trends; provide logical conclusions to support operational and
strategic decision-making
 Develop and promote branding initiatives consistent with corporate business goals and
objectives
 Build industry relationships and draw on external best in class to inspire internal
improvement
 Develop annual marketing plans within budget requirements. Identify priorities and
makes commitment to execute the marketing plans effectively
 Develop annual marketing programs and tactics that support the brand strategy and
overall marketing objectives
 Prepare and deliver reports on the status of all marketing programs and initiatives to
CMO
 Engage, inspire and educate regards the nuances and insights of the local markets
 Communicate and negotiate with promotional partners as needed for joint marketing
activities
 Proactively work cross-functionally to provide any marketing related support and
recommendations; build credibility as the marketing specialist

How will you adjust to improve?

To measure the effectiveness of our activities by using social media offering discounts
Reviews on purchases made.
Showing short films on products.
Surveys.
Analysing the market trends
Giving the customers what they want.

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 MARKETING PLAN
Part 8 Monitoring, measuring and improving 10 MARKS

Bringing out new products.

Questioning the customers
Question staff to see what it is that the customers are saying
Watch the sales and if they drop find out why

These are some of the things that the Senior Director of Global Brands, Brands
Marketing Managers and other Managers would analyse, discuss, plan and execute.

 Plan, develop and execute demand capture and demand generation marketing
campaigns from initial strategy to final execution in approximately 12 ecommerce
markets
 Manage global performance marketing budget
 Increase traffic and revenue through online advertising channels which included paid
search, programmatic and paid social
 Compile and analyse performance data for creative, landing pages and experiences to
assess effectiveness and identify optimization opportunities
 Liaise and guide performance marketing agency partners daily
 Bring digital trends, insights and ideas back to the marketing team and inspiring best-
in-class digital leadership across the team through a designed annual digital curriculum
 Manage weekly reporting and business tracking for the ecommerce business
 Ability to prioritize multiple projects with short and long-term deadlines
 Research, define and test partnerships with new vendors to expand our digital reach and
determine new, conversion-driving strategies
 Collaborate with internal stakeholders including design, copy writer, product and
ecommerce program managers to drive messaging strategy and execution.

The Senior Director Marketing, Canada is responsible for leading the Canada Goose
Global omni-channel strategy to the Canadian marketplace, creation of a Canadian
marketing strategy and detailed activation plan ensuring relevance and localisation on a
“market by market” basis. In-line with the global direction the Canadian Marketing
Director will drive, inspire and innovate the Canadian business.

 Develop specific strategic marketing plans for each Canadian focus market

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Part 8 Monitoring, measuring and improving 10 MARKS

 Partner with wholesale businesses to guide the strategic direction and execution of
marketing partnerships within our wholesale accounts
 Lead the Canada Goose owned-retail marketing strategies to provide our guests with
stories and experiences that enhance the Canada Goose brand
 Drive an integrated multi-channel approach to include advertising, media, digital,
social, guerrilla, CRM, Retail Marketing and Research
 Work alongside the Canadian teams as a trusted partner to deliver upon the agreed
cross functional business objectives
 Be brand guardian for Canada Goose towards the Canadian business working with
Canada Goose marketing teams to drive consistent and relevant messaging
 Effectively manage relationships and work collaboratively with marketing agencies,
(e.g. consulting firms, production houses, research companies, etc.) to achieve the
marketing objectives and maximum return
 Provide project briefs to agencies with clearly defined objectives, scope of work,
budgets and timelines
 Oversee the project development process; provides timely and constructive feedback to
agencies
 Demonstrate strong creative thinking, a disciplined approach, and great intuition in
identifying and selecting the best option or approach recommended by agencies
 Gather, assess and analyse data to identify the relevant market developments,
consumer insights and competitive trends; provide logical conclusions to support
operational and strategic decision-making
 Develop and promote branding initiatives consistent with corporate business goals and
objectives
 Build industry relationships and draw on external best in class to inspire internal
improvement
 Develop annual marketing plans within budget requirements. Identify priorities and
makes commitment to execute the marketing plans effectively
 Develop annual marketing programs and tactics that support the brand strategy and
overall marketing objectives
 Prepare and deliver reports on the status of all marketing programs and initiatives to
CMO
 Engage, inspire and educate regards the nuances and insights of the local markets
 Communicate and negotiate with promotional partners as needed for joint marketing
activities
 Proactively work cross-functionally to provide any marketing related support and
recommendations; build credibility as the marketing specialist

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Part 8 Monitoring, measuring and improving 10 MARKS

 Limitations of SWOT Analysis for Canada Goose Holdings Inc.

Although the SWOT analysis is widely used as a strategic planning tool, the analysis does
have its share of limitations.

 Certain capabilities or factors of an organization can be both a strength and weakness at

the same time. This is one of the major limitations of SWOT analysis . For example
changing environmental regulations can be both a threat to company it can also be an
opportunity in a sense that it will enable the company to be on a level playing field or at
advantage to competitors if it able to develop the products faster than the competitors.
 SWOT does not show how to achieve a competitive advantage, so it must not be an end
in itself.
 The matrix is only a starting point for a discussion on how proposed strategies could be
implemented. It provided an evaluation window but not an implementation plan based
on strategic competitiveness of Canada Goose Holdings Inc.
 SWOT is a static assessment - analysis of status quo with few prospective changes. As
circumstances, capabilities, threats, and strategies change, the dynamics of a
competitive environment may not be revealed in a single matrix.

SWOT analysis may lead the firm to overemphasize a single internal or external factor in
formulating strategies. There are interrelationships among the key internal and external factors
that SWOT does not reveal that may be important in devising strategies.

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Mouti - 2019
For in-class use & discussion