Worksheet #1

Marketing Plan: Team Contract

Team Name: Date:

All team members will be responsible for conducting research and writing. These are the
team roles and terms of group conduct and cooperation that we agree on as a team.

Role Team Member Name Team Member Email Signature

Project Manager

Editor

Graphic Artist

Researcher

Researcher

Communication: We agree to...

To maintain utmost clarity in passing on messages and in other communications

Meetings: We agree to....

To formulate and implement policies and plans with the consent of all the team members
in the meetings

Conflict: We agree to...

Use Strategies like Accommodating, Avoiding, Compromising and Collaborating to resolve

conflicts

Deadlines: We agree to...

Submit reports and projects successfully before the determined deadlines

 Worksheet #1
Marketing Plan: Team Contract

Role Definitions:

Project Manager  Chair meetings

 Keep team meetings to agreed upon time limits / negotiate
changes
 Set up Google Drive or Microsoft OneDrive account
 Manage communication with team members
 Prepare project minutes and distribute to team members
 Arrange meetings with the instructor when required
 NOTE: Google Drive and Microsoft OneDrive online training is
available through Lynda.com, a Conestoga library resource.
Editor  Save updated marketing plan document in Google Drive or
Microsoft OneDrive
 Edit project submissions from other team members
 Ensure formatting and citations follow APA format
 Coordinate preparation of final draft of project
 NOTE: Google Docs and Microsoft OneDrive online training is
available through Lynda.com, a Conestoga library resource.
Graphic Artist  Prepare illustrations for the marketing plan
 Assist editor with formatting or style issues
Researcher  Conduct research of agreed-upon topics
 Prepare research notes in Word or Google Docs and save
documents in the team’s common drive
 Assist with additional writing and editing tasks as required by the
team
 Worksheet #1
Marketing Plan: Team Contract

A marketing environmental scan is the process of continually acquiring information about

events occurring outside an organization to identify trends, opportunities, and threats to a
business. For your marketing plan, you can begin by conducting Step 1 of a marketing
environmental scan: collect the facts and identify trends that affect your industry. (Note:
Fields are expandable in this worksheet – do not limit yourself to one page.)
PRODUCT: Cookies (ready-to-eat brands)
NOTE: For this activity, begin by drawing on your personal knowledge of the product
category. After your marketing plan team is formed, you will need to conduct
secondary marketing research to validate these observations and to gain further
insights.

Competitive Forces: new brands or changing products from direct and indirect competitors
that can satisfy consumer needs; type of competition …

Duchess Bake Shop, Canada is the prominent competitor. Established in October 2009, they
offer a fine range of Cookies, Tarts and Pastries. Their products are appreciated by
customers because they don’t use preservatives or any sorts of shortcuts in their products.
Everything is made in - house.

Regulatory Forces: new or changing restrictions placed on this category of products or

marketing practices by government and industry associations (laws, regulations, guidelines,
industry standards …)

A regulation regarding nutrition labeling, food color and list of ingredients came in to force
on 14th December 2016. The Canadian manufacturers are given a period of five years
during which they need to completely amend their practices in order to follow this
regulation. From 14th December 2021, it will be mandatory for all the manufacturers to
comply with the new labeling regulation. (CFIA, Food Labeling for Industry, 2018)

It is very important for the new product to adhere to the regulations laid by CFIA

Economic Forces: Macroeconomic forces (changes in inflation rate, unemployment rate,

economic growth rate …) Microeconomic forces (how supply & demand is affected by trends
in individual, household, and company decisions to purchase …)

The GDP rate of Canada has been dropped from 3% in 2017 to 2.08% in 2018. Though
Canada is one of the world’s largest economy but its labor force is smaller as compared to
the other economically powerful nations. The total labor force has been under 19 million.
(Canada: Real gross domestic product (GDP) growth rate from 2012 to 2022 (compared to
the previous year))
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Marketing Plan: Team Contract

Socio-Cultural Forces: changes and trends in cultural values, ideas, attitudes, morals, beliefs
…

People of the age group of 18-24 years are of an opinion that bakery products are
unhealthy and should be prevented from consuming. Whereas; 40% of people in Canada
are concerned about their sugar intake from the bakery products (Team 2018)

People are turning towards health consciousness and the demands of food products which
have high energy content. About one third of the Canadians have become more concerned
about diseases like cancer, cardiovascular diseases, obesity, cholesterol, diabetes, etc. 40%
of people have started amending their eating habits in order to prevent diseases. (Allbertta
Edmontton, Canadian Food Trends To 2020 A Long Range Consumer Outlook, 2005, page
no. 10)

The new product shall be developed keeping the health benefits of the prospective
customers. Since the citizens of Canada are more health conscious, they would refer to eat a
cookie which has both the qualities of health and taste.

Technological Forces: new inventions, innovations, and trends in how consumers integrate
technology into their lives …

80 % of consumers prefer to shop online. They purchase items, more frequently across
various product categories. Majority of the growth will come from current consumers
purchasing online rather than mall or store visits. (Growing E – Commerce in Canada,
Unlocking the Online Shopper Opportunity, Page No. 3)

Demographic Forces: changes in demography: trends in age, ethnicity, income, education,

occupation …

There has been an increase in the household income in Canada 10.8% since 2005-2015 as
compared to the earlier decades (Statistics Canada, 2016).
This increase in income can be useful to determine the price of the new product.

Bibliography

 Henry, K. (2014, May 14). Canadian Food Inspection Agency Food Program
Framework (2nd Edition). Retrieved from http://www.inspection.gc.ca/DAM/DAM-
aboutcfia-sujetacia/STAGING/text-
texte/cfia_acco_food_program_framework_1400765583436_eng.pdf.
 Fields, D., & Furst, A. (1987, April 10). ”One smart cookie": how a housewife's
chocolate chip recipe turned into a multimillion-dollar business--the story of Mrs.
Fields cookies. Simon & Schuster.
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Marketing Plan: Team Contract

 Cash, J. I., & Ostrofsky, K. (1989, June 17). Mrs. Fields Cookies. Harvard Business
School case, (1-89), 056.
 Palmer, D. E. (2005). Pop-ups, cookies, and spam: Toward a deeper analysis of the
ethical significance of Internet marketing practices. Journal of business ethics, 58(1-
3), 271-280.
 Webster Jr, F. E. (1988). The rediscovery of the marketing concept. Business
horizons, 31(3), 29-39.
 Manu, F. A., & Sriram, V. (1996). Innovation, marketing strategy, environment, and
performance. Journal of business Research, 35(1), 79-91.

 Statistics Canada, Household income in Canada: Key results from the 2016 Census,
Retrieved from:https://www150.statcan.gc.ca/n1/daily-
quotidien/170913/dq170913a-eng.htm

 Canada: Real gross domestic product (GDP) growth rate from 2012 to 2022
(compared to the previous year) Retrieved from:
https://www.statista.com/statistics/263603/gross-domestic-product-gdp-growth-
rate-in-canada/

 Team, M. (2018). Cookies are Canada’s favourite sweet baked good. Retrieved from
http://www.mintel.com/press-centre/food-and-drink/cookies-are-canadas-
favourite-sweet-baked-good

 Allbertta Edmontton, Canadian Food Trends To 2020 A Long Range Consumer

Outlook, (2005), page no. 6, Retrieved from
stayactiveeathealthy.ca/sites/default/files/resources/Canadian_Food_Trends_2020.pd
 Growing E – Commerce in Canada, Unlocking the Online Shopper Opportunity
Retrieved from https://www.canadapost.ca/web/assets/pdf/blogs/canada-post-
growing-e-commerce-in-canada-2016_en.pdf?ecid=display|pdn|cs|104
 CFIA, Food Labeling for Industry, (2018), Retrieved from
http://www.inspection.gc.ca/food/labelling/food-labelling-for-
industry/eng/1383607266489/1383607344939
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Marketing Plan: Team Contract

A marketing plan usually begins with some information about the company. For this activity,
begin by visiting the company websites. Additional information may be available online
through the Library (LRC). (Note: Fields are expandable in this worksheet – do not limit
yourself to one page.)
Company History (Dare)
Origins of the Company: Dare was established as a small grocery store in the city of
Kitchener, Ontario in the year 1892.

Company History (Dare, Canada)

Origins of the Company: Dare is one of the leading bakery stores in Canada.

History in Canada:

Dare was established as a small grocery shop by its owner Charles H Doerr in the year 1892. The
store became famous for its products like cookies, breads and crackers. After some years the
family business was later taken over by his grandson named Carl. He decided to change the
name of the bakery store to Dare so as so to help his customers pronounce the name properly.
Dare was one of the most prominent bakeries in Canada with cookies and crackers as its main
selling products. They have maintained their competitive position by introducing innovative
products regularly to satisfy the ever increasing demands of the customers.
To take advantage of its position a new product called “Dark Chocolate Pistachio Sea Salt
Cookies” for the customers who have been demanding for a decent and healthy evening snack.
The dark chocolate and pistachio makes it healthy and the sea salt gives it a tangy twist. The
targeted age group is 30-40 years.

Product Focus: Cookies, Crackers, Breads

Key Strengths: Healthy Cookies

Weaknesses: Fail to take advantage of the new product’s success

Key Competitor History (Duchess Bake Shop)

Origins of the Company: Duchess Bake Shop was established in the year 2009.

History in Canada: The major competitor is Duchess Bake Shop, Canada which was
established in October 2009. They are famous for their delicious range of Cookies, Tarts
and Pastries. Their products are in huge demand because they don’t use any preservatives
or shortcuts in their products. Everything is made in house.

Product Focus: Cookies, Tarts and Pastries

Key Strengths: Loyal Customer Base

Weaknesses: Products include higher sugar content which is unhealthy

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Marketing Plan: Team Contract

Bibliography:

About Dare, Retrieved from http://www.darefoods.com/ca_en/about

 Worksheet #1
Marketing Plan: Team Contract

Your marketing strategy begins with a thorough understanding of the target market you will
serve, and how your brand is “positioned” in the minds of consumers. Since you are
developing a new product, you must draw on insights you gained from your Vividata
research, other research sources, and your personal experience to identify your target
market and positioning. (Note: Fields are expandable in this worksheet – do not limit yourself
to one page.)
1. Prepare a target market profile by describing the segment of consumers you will
develop a product/brand to satisfy.
CATEGORIES
Geographics The product will be launched in the metropolitan cities
 Region and once the product has been able to make its place in the
 City or census metropolitan market, the product will be launched in the smaller towns
area Winnipeg, Ottawa, Edmonton, etc. who have density above
 Density 2 million will be targeted for the product launch.

Demographics Age group of 30-40 years shall be targeted. Both men and
 Age women can consume these cookies. These cookies can be
 Gender eaten by anyone irrespective of their marital status.
People who earn a descent income of $1000 CA will be
 Marital status targeted. A well educated genre will be targeted who are
 Income aware about the latest regulations and can understand the
 Occupation labeling information. Both businessmen and service class
 Education customers will be targeted.
 Home ownership

Psychographics “Dark Chocolate Pistachio Sea Salt Cookies” for the

 Personality traits
 Lifestyle values and
approaches
 Leisure activities, hobbies,
interests
 Media habits
 Technology uses
customers who have been demanding for a decent and
healthy evening snack. The dark chocolate and pistachio
makes it healthy and the sea salt gives it a tangy twist. The
targeted age group is 30-40 years. Customers who like to play
chess can have these cookies.
Online selling portals will also be used to sell the new
product so as to serve the online shoppers

Behaviouristics
 Main occasion for use
 Main product benefit sought
 Primary & secondary
product usage
 Frequency of use
 Frequency of purchase
The dark chocolate and pistachio makes it healthy and the
sea salt gives it a tangy twist.
These cookies can be consumed evening tea time, with
friends and family picnics.
These cookies can be a regular item in your shopping list.
They can be used and purchased every day.
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Marketing Plan: Team Contract

 Product usage rate

 Product usage status
 Product loyalty status
This table is adapted from Marketing: The Core (McGraw Hill Education) instructor resources.

2. Develop a target market persona based on the target market profile you generated on
the previous page.

1. Remember to give your persona a person’s name.

2. Describe a person in the form of a story.

(NOTE: for the marketing plan, a persona drawn using an infographic program is a very
effective way to present your target market persona.)

Laura is a 35 years old lady living in Edmonton. She is a graduate, single and works in
the capacity of an executive and earns a descent salary as well. She was very fond of
sugar coated cookies .But due to the rise in chronic diseases in Canada, she has decided
to change her lifestyle towards healthy eating habits.
She loves to eat cookies during the evening tea times with her friends. She has been
working for a corporate and seldom gets anytime for mall shopping. So she prefers to
shop online maximum of the time.

3. Positioning statements are short, clear paragraphs that identify the main reasons the
target market chooses the particular branded product, and what sets it apart in the
market.

NOTE: To complete this worksheet, you must already have decided on your new
product attributes and brand name before continuing.
Your positioning statement should identify four key elements. Please fill in table with the
elements of a positioning statement for your new branded product.
ELEMENT OF POSITIONING YOUR BRANDED PRODUCT
STATEMENT
(1) the branded product name Dark Chocolate Pistachio Sea Salt Cookies
(2) the category in which it competes Packaged Cookies

(3) one or two main reasons why the The dark chocolate and pistachio makes it
target market buys the branded healthy
product
The sea salt gives it a tangy twist.

(4) what sets the product apart from the The ingredients like dark chocolate and
competition pistachio makes it healthy and sea salt
gives it a tangy taste

Rewrite your positioning statement as a short, clear paragraph below:

 Worksheet #1
Marketing Plan: Team Contract

“Dark Chocolate Pistachio Sea Salt Cookies” for the customers who have been demanding for a
decent and healthy evening snack. The dark chocolate and pistachio makes it healthy and the
sea salt gives it a tangy twist. The targeted age group is 30-40 years.

Marketers use positioning maps to show, in a visual form, how brands are positioned in
consumers’ minds relative to two important attributes that drive purchases in the product
category. For your project, they show the position of your brand compared to the key
competitor brands in your category.

 Identify the 5 or 6 most important product attributes you believe the target
market bases its purchase decision on.
1. Quality
2. Flavor
3. Innovative
4. Health
5. Price

o From that list, select the 2 most important attributes for your target
market.
1. Health
2. Taste
o These will become the axes for your positioning map.
 Identify the major competitive brands to your new product in this category.
1. Mrs. Fields
2. Circles & Squares
 Use the above information to produce a positioning map for your product
category.
o Remember to include your branded product on the positioning map.

Perceptual Map for PACKAGED COOKIES

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Marketing Plan: Team Contract

Packaged cookies in Canada

Good Taste

Dark Chocolate Pistachio

Sea Salt Cookies

Mrs. Fields

Cirles & Squares

Unhealthy

Healthy
Average Taste

What conclusions can you make about the positioning of your brand in this category?
(Are you meeting an unmet need? Tapping into a big market opportunity?
Differentiated from the competition?)
“Dark Chocolate Pistachio Sea Salt Cookies” are specially for the customers who have been
demanding for a decent and healthy evening snack. The dark chocolate and pistachio makes it
healthy and the sea salt gives it a tangy twist. The targeted age group is 30-40 years. Hence it is
placed over its two main competitors in the market.

There have been many ranges of cookies in the market. But this cookie is one in a kind with rare
combination of health and taste. This makes it capable to meet an unmeet need of the
customers. Competitors like Mrs. Fields and Circles and squares re yet to come up with any
such concept. In this manner the new product has got a better market exposure and
opportunity.
 Worksheet #1
Marketing Plan: Team Contract

Student teams are tasked with developing a new product concept in the PACKAGED
COOKIES product category. It is important that all team members have input in
developing the new product concept to ensure their full buy-in and participation. So,
please ensure that the ideas of all team members are identified and evaluated before
the team decides on the new product idea to develop further. (NOTE: fields are
expandable.)

1. Idea Generation: Brainstorm potential product concepts with the whole team.

All team members are encouraged to state their new product concepts, which are then
included in the list. Do not evaluate the concepts yet – a free flow of ideas often
generates new and unexpected ideas. (There is no limit to the number of ideas.)

PRODUCT CONCEPTS
1. Evening snacks
2. Chocolate
3. Tangy in taste
4. Nuts fillings
5. Sugar Free
6. Wheat Flour

2. Screening & Evaluation: Evaluate and compare product concepts to reach

agreement on the product concept to develop for the market.

All team members participate in assessing the market attractiveness of the new
product concept. For this project, please weight the ability of each concept to satisfy
two important criteria in new product success:
a. Significant point of difference (clear differentiation from other brands)
b. Market size / attractiveness (target market is large enough to be profitable)
For each concept, please allocate one to three “+” symbols for positively satisfying the
criteria, or one to three “-“symbols for not satisfying the criteria.

PRODUCT POINT OF DIFFERENCE (+/- MARKET ATTRACTIVENESS

CONCEPT ) (+/-)
1. Evening Snacks +++ + ++
2. Chocolate +++ ++

3. Tangy in taste +++ +++

4. Nuts fillings --- ---
5. Sugar Free ++ ++
6. Wheat Flour -++ ++-
 Worksheet #1
Marketing Plan: Team Contract

3. Select Product Concept: After weighing options, teams must agree on one product
concept to pursue. In the case of disagreement among team members, please refer to
your team contract – you should have agreed on how you will resolve disagreements
among team members. If the disagreement is not resolved, team members should vote
on the concepts and select the concept with the most votes.

Product Cookies with a tangy twist for evening snacks

Concept:

4. Physical Product: Briefly describe the product features and rationale (reason) for
your decision.

FEATURES RATIONALE
Appearance: The cookie will be of golden The radiant brown color will
brown color and crispy texture compel the customers to taste it

Ingredients: All purpose flour, baking The healthy combination will

powder, dark chocolate and
sea salt
Packaging The packing material will be
(functional): Eco friendly. The packing
colors will be a smooth blend
of colors along with detailed
labelling
ensure the customers of its
health benefits
The customers can read and
comprehend the labelled
information about ingredients
and its nutritional value

Differentiation: The dark chocolate and pistachio This will the cookie sweet as
makes it healthy and the sea salt well as salty
gives it a tangy twist.
 Worksheet #1
Marketing Plan: Team Contract

BRANDING

5. Brand Name: Brainstorm potential brand names with the whole team.

Possible Brand Names

1. Dark Chocolate Pistachio Sea Salt Cookie
2. Tea Time Cookies
3. Sweet & Tangy Cookies
4. Healthy Cookies
5. Dark Chocolate Cookies

Choose the team’s top three brand names. Compare the brand names by considering
qualities of good brand names. For each brand name, allocate one to three “+” symbols
for positively satisfying the criteria, or one to three “-“ symbols for not satisfying the
criteria.
TOP 3
NAMES 3 Dark
Criteria 1. Dark
Chocolate 2. Sweet & Chocolate
Pistachio Sea Tangy Cookies
Salt Cookie Cookies
1. The name should suggest the +++ ++- --+
product benefits.
2. The name should be memorable, +++ +- -+
distinctive, and positive.

3. The name should fit the company +++ ++ --

or product image.
4. The name should have the ability ++ -- -+
to be legally protected.
5. The name should be simple. +++ + +

Final choice of brand name: Dark Chocolate Pistachio Sea Salt Cookie

Explain why you chose this brand name: The name is enough to explain about the
product

6. Brand Personality: Consumers may form emotional connections with brands they
admire or feel a personal connection with. Briefly describe a set of human
 Worksheet #1
Marketing Plan: Team Contract

characteristics associated with the brand (eg. rebel vs conformist; young vs mature;
elite vs mass market; innovative vs functional; etc.)

 Creative
 Tangy
 Mass
 Innovative

7. Brand Elements: Briefly describe some of the branding decisions you make to attract
or satisfy your target market.

DESCRIPTION RATIONALE
Brand images / The golden brown coloured The image of the cookie shall
designs cookie attract the customers

Brand colours Light brown with dark pink The customers will get
background motivated to get the details of
the new product

Font styles The font style shall be Candara Stylish font style shall impress
with Font size 17. the customers

Packaging Eco friendly packing material The color combination will

design shall be used. With subtle color impress the consumers
combinations

8. Competitor Analysis: Briefly describe the product and brand of one (1) key
competitor. Describe the key competitive advantage(s) your brand has over the
competition.

Competitor brand: Duchess Bake Shop

Product: Nutty cookies
Description: The famous cookies are made with nut fillings making them one of the
favorite bakery products in the market
Competitive advantage of Dark Chocolate Pistachio Sea Salt Cookie:
“Dark Chocolate Pistachio Sea Salt Cookie” for the customers who have been
demanding for a decent and healthy evening snack. The dark chocolate and pistachio
makes it healthy and the sea salt gives it a tangy twist.
 Worksheet #1
Marketing Plan: Team Contract

Student teams are tasked with developing a promotional strategy for a new product concept in
the PACKAGED COOKIE product category. (NOTE: fields are expandable.)

1) Creative Brief: This is the starting point for new promotional projects – describes
information supplied by the brand manager to the creative team.

a. IMC Objectives: Specify your brand’s Integrated Marketing Communications (IMC)

objectives. (see textbook for details)

The IMC objectives of Dark Chocolate Pistachio Sea Salt Cookies are:

 To capture 30% market area within one year

 To increase the sales by 20% within first 6 months
 To get 30% of market share within one year

b. Target Market: (from Worksheet #4)

Geographics: The product will be launched in the metropolitan cities and once the
product has been able to make its place in the market, the product will be launched in the
smaller towns. Winnipeg, Ottawa, Edmonton, etc. who have density above 2 million will be
targeted for the product launch.
Demographics: Age group of 30-40 years shall be targeted. Both men and women can
consume these cookies. These cookies can be eaten by anyone irrespective of their
marital status. People who earn a descent income of $1000 CA will be targeted. A
well educated genre will be targeted who are aware about the latest regulations and
can understand the labeling information. Both businessmen and service class
customers will be targeted.

Psychographics: “Dark Chocolate Pistachio Sea Salt Cookies” for the customers who
have been demanding for a decent and healthy evening snack. The dark chocolate and
pistachio makes it healthy and the sea salt gives it a tangy twist. The targeted age group is 30-
40 years. Customers who like to play chess can have these cookies.
Online selling portals will also be used to sell the new product so as to serve the online
shoppers

Positioning Statement: (from Worksheet # 4)

“Dark Chocolate Pistachio Sea Salt Cookies” for the customers who have been demanding for a
decent and healthy evening snack. The dark chocolate and pistachio makes it healthy and the
sea salt gives it a tangy twist. The targeted age group is 30-40 years.

Brand Name: (from Worksheet #5)

 Worksheet #1
Marketing Plan: Team Contract

Dark Chocolate Pistachio Sea Salt Cookies

Brand Personality: (from Worksheet #5)
Creative, tangy, mass, innovative

2) Central Theme: The “big idea” is the unifying concept that will be used in all media for the
Integrated Marketing Communications (IMC) campaign. You will develop an advertising
“slogan” or tagline to unite your IMC campaign. Examples of famous slogans:

NIKE: Just do it! APPLE: Think different.

COKE: Taste the feeling. WALMART: Save money. Live better.
KFC: Finger lickin’ good. ENERGIZER: Keeps going and going and going.

a. Brainstorm: The team should brainstorm potential slogans for your new brand:

1. Health and Taste Together at one place!

2. Delicious Alternative
3. One More Please!
4. Simply Delicious
5. Never Enough

b. Slogan: Final choice of advertising slogan. Explain why you chose it.
“Health and Taste Together at one place!” will be the final slogan for Dark Chocolate
Pistachio Sea Salt Cookies. As the slogan goes, the new product can be a delicious
alternative of snacks. The cookie is combination of health and taste

3) Promotional Mix: Describe in detail the promotional mix used for your product. The
promotional mix will generally involve more than one element/tool to reach the target.

a. Advertising
i. Internet
Online Ads and Videos, Social Media (Facebook, Twitter, Facetime), Emailing
Campaign,
ii. Traditional media
Pamphlets, banners and posters will be distributed and placed all over the metropolitan
cities.

b. Public Relations
i. PR Tools
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Marketing Plan: Team Contract

To get a better exposure and coverage product launches and media release will be
undertaken. All the details will be shared online as well

c. Consumer Sales Promotions

i. Online Promotions
Online blogs and articles with product details will be published. Pictures of photo shoots will
be shared online through social media.

Traditional Promotions
Contests will be arranged for customers and prizes and complimentary coupons shall be
distributed.

d. Direct Response
i. Offline approaches
To create a relationship with the customer’s loyalty programs will be undertaken

ii. Online approaches (email campaigns, online display ads, pay-per-click ads)
Bulk emailing and Online Ads for the potential customers will be done

e. Event Marketing and Sponsorship

They will be used for large scale product launch and press releases

f. Personal Selling
To get customer feedback for the new product
 Worksheet #1
Marketing Plan: Team Contract

4) Alternative Marketing Communications Approaches: Word-of-mouth marketing; product

placement; other?
The Word of mouth and door to door selling techniques will be used here. The consumers tend
to share feedback of the product with their family and friends

5) Push or Pull Strategy: Explain how the company manages the balance between consumer
advertising (pull) and trade promotion (push).
Pull strategy will be used here with increase in the visibility and accessibility of the product for
the customers.

6) Competitor Analysis: Briefly describe the promotional strategy of one (1) key competitor.
Describe how your communications strategy is different than the competition, and why.
Duchess Bake Shop sells its products through various online portals
Dark Chocolate Pistachio Sea Salt Cookies will target training centers and will take leads
from there
 Worksheet #1
Marketing Plan: Team Contract

Student teams are tasked with developing a pricing strategy for a new product concept in the
PACKAGED COOKIE product category. (NOTE: fields are expandable.)

7) General Pricing Approaches: Consider the competition-oriented approaches (parity,

premium or discount; leader or follower). Consider the many demand-oriented approaches.
Dark Chocolate Pistachio Sea Salt Cookies will be a Premium product leading the healthy
cookies domain.
Penetration Pricing Strategy shall be applicable here. Once the competitors will introduce
similar products the price will be reduced. Bulk pricing shall be used at the later stages
8) Pricing Objectives: Considerations: profit, sales, market share, volume, survival, social
responsibility.
The prime motive is to increase the sales and profits by 20% by ethical business practices.
Corporate social responsibilities will also be taken care of. The aim is to capture 30% market
share within one year

9) Pricing Constraints: Considerations: demand for the product class and brand,
newness/stage in the product life cycle, cost of producing and marketing, competitors’
prices.
The demand for the new product will increase at a steady pace once it will get an acceptance
from the customers. The other marketing and advertising costs will be determined in advance
before setting the final price of the product

10) Competitor Analysis: Compare the price of your brand relative to your key competitor
across 3 or 4 retailers. Include a chart pricing comparisons in a table or chart form.

Retailers Prices

Dare Canada $3.59

Walmart (Great Value Animal Chips) $2.88

Costco (Smart for life) 10 boxes of 12 cookies $154.99

Loblaw’s (PC Organic Cookies) $2.47-$2.79

Walmart (Annies) $3.47

Product Life cycle (based on 1 year):

Introduction: January 2, 2018 – 0 sales

Growth: April 13, 2018 – 1,012.657 Sales
Maturity: August 31, 2018 – 253,165 Sales
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Marketing Plan: Team Contract

Decline: December 21, 2018 –

Cost of Producing: $ 2.78 for 10,000 units

Marketing: $0.36 / Unit is used to pay for the marketing campaign, including social media
advertising and pay per click advertising.
 Worksheet #1
Marketing Plan: Team Contract

Student teams are tasked with developing a channel strategy (place) for a new product concept
in the PACKAGED COOKIE product category. (NOTE: fields are expandable.)

1. Retailers. Discuss which retailers carry your product and why. Considerations: form of
ownership (independent, corporate chain, contractual system); types of stores (convenience
stores, grocery retailers, department stores, warehouse stores); physical location (central
business district, regional shopping centres, regional shopping centres, community shopping
centres, strip locations, power centres.)

Dark Chocolate Pistachio Sea Salt Cookies will be sold through contractual systems.
Various retail outlets, departmental stores, and grocery stores like Freshco, Real
Canadian Superstore, no frills, etc will be approached.

2. Wholesalers & Agents. Describe if and when wholesalers or agents are used to supply
product to any retailers.

The hiring of Wholesalers and Distributors for supplying products to the retailers will be
done at a later stage.

3. Alternate forms of retailing. Are non-store retailing, online retailing, mobile channels used?

Online retailing will be adopted. Various selling portals will be approached for selling the
new product. SMS and MMS services will be utilized in mobile channel marketing.

4. In-store strategy. Where in the store the brand is located? How the brand is shelved, and
why?
Dark Chocolate Pistachio Sea Salt Cookies will be placed at separate assigned racks in the
approached stores. Detailed information will be given to the sales staff in order to help the
consumers understand the benefits of the product

5. Competitor analysis. Explain how your key competitor’s place strategy is similar and/or
different than your brand’s distribution.

Duchess Bake Shop’s sells through their website. The online distribution part is similar
as Dark Chocolate Pistachio Sea Salt Cookies
 Worksheet #1
Marketing Plan: Team Contract

Student teams are tasked with developing a sales forecast, marketing communications budget
& implementation plan for a new product concept in the PACKAGED COOKIE product category.
(NOTE: fields are expandable.)

11) Sales Forecast: Your sales forecast (revenue) in Canada for the next year is $4 million
(Canadian dollars).
Revenues Month In Million CA$
First Quarter January 0.38
February 0.31
March 0.24
Second Quarter April 0.31
May 0.30
June 0.29
Third Quarter July 0.33
August o.29
September 0.37
Fourth Quarter October 0.23
November 0.34
December 0.45
TOTAL 4.00

12) Marketing Communications Budget. Your promotional budget is $1 million (Canadian

dollars). After completing Worksheet #6 – Promotional Strategy, you know what media you
will use to promote your brand. You must now allocate the $1 million to the different media
 Worksheet #1
Marketing Plan: Team Contract

you will use (traditional media: television, radio, billboards, magazine ads; new media:
website banners, e-mail direct mail; social media ads; search engine marketing.) You may
add or subtract lines to the following table:

Marketing Activities Budget

Social Media: Facebook, Instagram, Twitter, $ 3,00,000
Youtube
Sampling: Costo $ 4,00,000
Banner ads/skyscrapers ads $ 2,00,000
Coupons $ 1,00,000
Marketing Communications Budget (Year 1) $1,000,000

Please add some text to explain your choices for spending on different media.
To keep the allocations bifurcated; the total budget has been allocated as under:
Online Marketing – 30%
Sampling – 40%
Others – 30%

13) Implementation Plan: Marketers must plan their activities throughout the year. Prepare a
simple chart – by month – of the actions that must be taken for the plan to be successful.
Indicate what person in the company or what outside agency is responsible for performing
the task (eg. Market Research Manager or Brand Manager or Advertising Agency, etc.)

Month Responsible Person Action

A detailed market research is conducted and

January Market Researcher
reports are submitted for analysis
The report o be analysed and a brief
February Marketing Manager
for next course of action is released.

March Brand Manager Brand logo and brand name will be decided

Brand Manager, First Press release to be undertaken to introduce

April the new product to the potential customers
Advertising Agency
Bulk emailing campaigns and Online
May Advertising Agency
Blogs and articles, will be started
Outdoor marketing plans are being formulated and
June Advertising Agency
implemented according to the pre determined deadlines
The feedback of program is
July Marketing Manager
being analysed
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Marketing Plan: Team Contract

Second press release conducted with

August Brand Manager
consultation of the team members
Customers feedback regarding taste, flavour and quality, of
September Marketing Manager
the new product has been recorded
The success rate of the final marketing
October Marketing Manager
program is being evaluated
Marketing and Brand
November Final Conclusions are drawn from the feedback data
Manager

December Marketing Manager Required amendments are implemented

Please add some text to explain your choices regarding timing of activity and assignment of
responsibilities.
The Marketing Manager will handle the entire marketing campaign or the new product.
Whereas the other team members will work with dedication and complete team spirit to
make this product launch program a success in the market.
 Worksheet #1
Marketing Plan: Team Contract

The executive summary of any report is written last – after the rest of the report is completed.
It is a critical element of a marketing plan because it is read in detail by all senior marketers
and other decision-makers in your firm. Use this template to outline the key content that will
be included in your executive summary. Here are some general “rules of thumb” guidelines to
follow when writing:
 The executive summary must be brief – in this case, a 2 PowerPoint slides right
after the table of contents in your marketing plan.
 Paragraphs should be short and to the point. Senior managers can read the attached
document if they want proof points.
 You should state the key actions you must take for the plan to be successful.
 State your planned revenue (sales).

An example of an executive summary for a marketing plan is included at the end of this
worksheet.
14) Statement of Purpose: Briefly describe the purpose of the document.
The main purpose of this document is to study and analyse various factors like pricing
strategies, marketing environment, sales and financial forecast for the successful launch of
new product “Dark Chocolate Pistachio Sea Salt Cookies”. This product shall be launched
under the packaged category.

15) Key Findings: Briefly identify the 5-7 things that senior managers need to know
about your research, and put these in brief paragraphs. This information is drawn from
your target market profile, positioning and situation analysis.
 The market sees a regular introduction of new and innovative products required to
satisfy the ever increasing demand of the customers
 Various factors such as increase in online selling platforms, health consciousness,
regulations in labelling, increase in consumer spending, macro and micro economic
factors, etc. are likely to affect the demand and supply of the products
 Dare, Canada has managed to maintain its prominent position in bakery industry
and has carved its place for itself in cookies, crackers and breads domain.
Innovation has been the strength of Dare. The major competitor is Duchess Bake
Shop.
 There has been a huge demand for a sweet and tangy cookie for evening snacks in
the packaged food category. To capture the market in this domain the company has
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Marketing Plan: Team Contract

come up with a new product called “Dark Chocolate Pistachio Sea Salt Cookies” for
the age group of 30-40 years
 The dark chocolate and Pistachio make the cookies healthy and sea salt gives it a
tangy twist. The customers who want a decent and healthy evening snacks will be
targeted
Price: Penetration Pricing Strategy shall be applicable here. Once the competitors will
introduce similar products the price will be reduced. Bulk pricing shall be used at the later
stages
Promotion: Public Relations, Personal selling, Direct Marketing and Advertising (Online
and Offline) will be used for “Dark Chocolate Pistachio Sea Salt Cookies”
Place: Departmental Stores, Grocery Retailers, Convenience Stores grocery stores like
Freshco, Real Canadian Superstore, no frills, etc. along with online selling will be used in
distribution of product

16) Financials: Briefly describe key financial information.

The Canadian forecast for the first year after the launch of our new branded product, Dark
Chocolate Pistachio Sea Salt Cookies is $4 million Canadian.
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Marketing Plan: Team Contract

Executive Summary Example. NOTE: the example addresses a different marketing problem, but
it is a useful model of the level of detail and writing style.

The purpose of this report is to examine why the sales volume of Hivert’s Trait au Statement of
Chocolat has dropped over the past two years since its peak in 2013 and to purpose
recommend ways of increasing the volume.

The completed research indicates that in 2013, the market share of Hivert’s Trait Key findings
au Chocolat was 37%. The shares of their key competitors, Clifford’s Chocolate summarised
Confections and Symon’s Sinfully Sweet Chocolate Shop, were 22% and 18%
respectively. The size of the chocolate market then was $36 million. Over the next
two years, although Hivert’s Trait au Chocolat retained its market share, the
volume of sales in the whole market decreased to $29 million. Further
investigations revealed that this market shrinkage coincided with an increase in
health awareness among consumers who regard the milk and sugar ingredients in
chocolate as unhealthy. Since the second half of 2014, an increasing number of
rival ‘health candies’ had appeared on the market. These claim to offer the
consumers a healthy alternative. These factors appear to be the major causes of
the decreased sales volume of Hivert’s Trait au Chocolat.

Gourmet Chocolat Creations is the latest chocolate range put forward by the R &
D Department of Hivert’s Trait au Chocolat. The report evaluates this range and Recommendations
concludes that it would be an ideal candidate to meet the challenge presented by summarised
the market and could satisfy the new consumer demand since it uses significantly
reduced milk and sugar ingredients and is endorsed by renowned health experts.
According to 97% of the 2000 subjects tested recently, it also retains the same
flavour as the original range.

Recommendation:
Hivert’s Trait au Chocolat take immediate measures to launch and promote
Gourmet Chocolat Creations alongside its existing product range;
Gourmet Chocolat Creations adopt a fresh and healthy image;
That part of the launch campaign contains product endorsement statements by
renowned health experts;
Gourmet Chocolat Creations be available in health food shops as well as in
traditional chocolate retail outlets

Successful implementation of these recommendations are projected to result in

an increase in market share to 40% and a return to the 2013 level of sales at $36 Financials
million. summarized
 Worksheet #1
Marketing Plan: Team Contract