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Fully outline the opportunities, demographics and any other information including cultural issues that relate to the promotion.- Population Canada has one of the highest per-capita immigration rates in the world, driven mainly by economic policy and to a lesser extent, family reunification. The population rate increase 5% during 2011-2016. The fastest growing province or territory was British Columbia with an increase of 8.31% between 2016 and 2019, followed by Ontario with 7.75% growth in the target market in West Coast of Canada.
-Geographic factors Geographically, the densely populated areas of the four Western provinces are separated from Southern Ontario by Northern Ontario, a very sparsely populated region.
In particular, Northwestern Ontario borders Manitoba and is almost equal in size to Manitoba, but contains less than one fifth of Manitoba's population. Therefore, some commentators have compared the Canadian Shield to an ocean in the way that it physically separates the peoples of Western and Eastern Canada. For the people of Western Canada, that has the potential to create the perception that the West is little more than a colony, ruled from distant Ottawa.
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Though more than half of Canadians live in just two provinces: Ontario and Quebec, each province is largely self-contained due to provincial economic self-sufficiency. Only 15 percent of Canadians live in a different province from where they were born, and only 10 percent go to another province for university. Canada has always been like that, and stands in sharp contrast to the United States' internal mobility which is much higher.
- Diet Culture (Beef)Beef is the name used in the preparation or sale of meat acquired from cattle.
In 2018, there was around 1.23 million metric tons of beef produced in Canada, and more than 485,000 metric tons of beef exported that year. The western province of Alberta accounted for the largest beef cow inventory, followed by Saskatchewan, with around 1.51 million heads as of January 2019. How often consumers eat meat or meat containing products in Canada as of September 2018
1438396252447500Whilst almost 50 percent of Canadian consume meat or meat containing products daily, a fair share of consumers are also reducing or eliminating meat entirely form their diet. According to a recent generational survey, it was revealed that some 33 percent of Baby Boomers and 29 percent of Millennials were working towards eating less meat or a completely meat-free diet. Additionally, some Canadians are actively avoiding specifically beef and other red meat in their diets. Females aged over 55 are the demographic most likely to be avoiding such foods, followed by females aged between 18 and 34. Leading motives given for reducing or stopping beef consumption completely include financial, health and food safety and environmental reasons. Canada customers reduced or stopped their beef consumption in the last 12 months.
- Marketing Overview Overall meat consumption is declining in Canada, driven by changing demographics and an ageing population concerned about their health. Beef remains the second most popular protein in Canada, with per capita consumption averaging 19kg/year, behind poultry (34kg/year). Challenges and opportunities in Canada for Australian beef include: * The proportion of high income households in Canada is increasing steadily and can represent a growth opportunity for high quality beef through high- end retailers and foodservice. * Australian beef exports to Canada are mostly comprised of frozen manufacturing beef, and are currently limited by a quota and an above- quota tariff. * The US remains the main imported beef supplier to Canada, accounting on average for more than 50% of total imports. The US and Mexico benefit from neither a tariff nor quota restrictions as part of North American Free Trade Agreement (NAFTA). Year-to-date June 2018 data shows that imports from Australia have increased by 23% and New Zealand by 10% while imports from the US decreased. Consumers * Most Canadian consumers already buy imported beef, and a growing majority of grassfed beef buyers are aware of the country of origin (68%), and most would consider imported beef (82%). * Compared to global consumers, Canadian beef buyers are more concerned about natural produce, price and no added hormones. * When purchasing beef, 'naturalness' is something buyers look for and grassfed is seen as an authentic differentiator. However, the appeal of grassfed beef has plateaued at the same time that newer descriptors have become more prevalent like organic, hormonefree, non-GMO and antibiotic-free. It appears consumers are not fully aware of the differences between these types of beef. Foodservice and retail * The full service restaurant and quick service restaurant channels lead the Canadian foodservice sector, generating a combined 60% of total revenue in 2017. * Beef is the most valuable meat category in the quick service segment, representing 39% of the channel's total animal protein value in 2016. (source: GlobalData-Canada, The future of foodservice to 2021) * At the retail level, Australian beef is mainly purchased from supermarkets, and as the retail sector is quite fragmented in Canada, each city has a different leader in claimed total beef sales. (Source: MLA Global Tracker US, 2017)
Objectives of the promotion including outline of the budget (costs) for implementation.- Brand Differentiation
Align with supply chain partners in target markets Samples of meat products will be presented to a group of butchers in target
market. Trade shows and exhibitions, Budget $200,000, five months.
Targeted promotional brand initiatives in priority markets Partner with national organization to create high visibility and frequency of brand mark with targeted consumer segments. Trade shows and exhibitions, Budget $350,000, five months. - Product and Industry Image
Action plan for promotion including details of the products being promoted.
2. Promotional tactics : Send samples of meat products by New media.
3. Promotional background: - The current trend towards healthier meats. With the keto diet, paleo diet and other eating regimes generating interest in organic meats, grass fed beef meats, and the resurgence in healthy fats, there's a demand for "healthful" meat.
- Millennials and younger conscientious food buyers check with Google, Facebook, Yelp, and even Instagram and Pinterest to find out where the best product and service are to be found.
4. Efficiency:
Sending samples through the most frequent customers interacting with new
media, enhance brand trust and community topicality through social media to reach target customers
Identify the personnel required to support the promotional activity including local and overseas personnel.
Promotions Manager, Consultant.
Promotions Sales, Marketing Agency Team, IT team.
Identify how you will brief and/or train staff involved in the promotion.
Get to know each employee and tailor your training programs accordingly
Use a mix of learning tools and methods
Role-play with your employees regularly
Know when to enforce rules and when to give employee
Outline how you will monitor performance of individuals and teams involved in the new international promotion.(1) Analysis of competitor Offerings and Strategies(2) Existing Customer Analysis(3) Testing Research with a Focus Group(4) Customer Opinions and Feedback(5) Cost Analysis and Comparison with Budget
Define how you will communicate with each person including a frequency of communications.- Liver Meetings: Conduct live meetings with the employees, as there is no substitute for facing each other live on screen if you cannot meet in person. Frequency: one month.-Personal Employer-Employee Interaction: The employer must also try to talk to the employees other than work through or any other online medium. A simple chitchat can develop better bonding between the employer and employee.
Specify how you will support each team member.- Reviewing Work Frequently Book regular progress meetings to understand how team members are progressing, and if they need assistance.- Sticking Up for Them Try to understand any issues, trust them and stand up for my team.- Communicating Accountability Delegate accountability to someone in my team, it needs to be communicated clearly. This puts them in a situation where roles and responsibilities are unclear.- Setting Standards After performance standards in place, it's more easily see whether your team is meeting them. Anything below the line is a cause for concern and may indicate an area where you need to provide more support. - Being Available Set times when I will be available and stick to them. Make myself available to my team so they have opportunities to discuss and confirm things with me.- Developing Their Skills To provide opportunities to learn through mentoring, training or on the job coaching. Cross training on spreading skills and experience throughout my team. It also allows my team members to work with colleagues to solve problems, rather than feeling like they're the only person who can understand them.
Research and describe what business networks could be used to support the implementation process.Professional Associations - Meat & Livestock Australia (MLA)
Members can extended instore marketing and promotional programs and value adding master classes rated as the major benefits of joining the guild.
- Canadian Meat Council (CMC) CMC is based trade association that advocates on behalf of its members - meat packers and processors operating establishments licensed under the Safe Food for Canadians Regulations. With over 130 members, CMC is an internationally recognized voice that shapes the future of the meat industry in Canada by bring over 95 years of expertise, influence and resources. (2) Online and Social Media Networks Facebook, Instagram, LinkedIn, Twitter, etc.Outline the types of feedback you will use to ascertain the effectiveness of the promotion.- Customers feedback including surveys, customer comments, focus group, individual contact.- Sale reports are the most effective form of customer feedback about the effectiveness of my marketing campaigns. That's because they deal specifically with the results of my campaign. Sales data needs to be connected with actual delivery statistics, in order to form a fuller picture.
Describe types of data will you be looking for.
At the heart of database marketing in the individual, so knowing who the individual is and being able to build and maintain a Single Customer View provides the first type of data. This includes any information which enables an individual to be uniquely identified and includes: - Name Information - Person Information : Date of Birth, Gender, etc. - Postal Address Information: Town, County, Postal Code, etc. - Email Address Information - Social Network Information: Facebook, Twitter, Linkedin, etc.
Once I understand who the individual is the next key element is the measurable operational data, which enables me to understand how the customer has behaved, transacted or reacted with my business. This includes any information which describes activity completed between the customer and my business. - Transactional Information (Online and Offline) Number of products purchased, actual products purchased, Order/Subscription Value. Order/Renewal dates, product abandonments. - Communication Information (inbound and outbound) - Online Activity: Website visits, product views, online registrations, etc. - Social Network Activity: Facebook likes, Twitter interactions, etc. - Customer Services Information: Complaint details, customer query details.
Understanding who the individual is and the type of activities they complete with you provides a good starting point for any marketing database. To gain a fuller perspective of your customer additional profile information is crucial. This provides additional information about your customer, beyond the identity and quantitative details, covering: - Family Details: Marital status, number of children, age of children - Lifestyle Details: Property type, car type, number of car doors, etc. - Career Details: Profession, Education level, etc.
Across provides further description of my customer and potential behavior and is usually provided by questionnaire type information where an attitude, motivation and opinion is provided: - Attitudinal information: How do you rate our customer service? How do you rate the value of the product? How likely are you to purchase our product again? - Opinion: What is your favourite colour and holiday destination, etc. - Motivaitonal: Why was the product purchased
Specify how you will assess the effectiveness of your planning processes.Self-analysis. Ask myself:- How effectively did I plan?- How close was I able to keep to my plan?- What could I have done differently?- What did I do in my planning that worked well?- What can I improve upon the next time?- Where did I have problems, and how can I get around those in the future?
Outline the methods you will use to gather and provide feedback to personnel.(1) Advertising on the web: - Creating a Web site for business can help educate consumers, solicit feedback and provide online service.(2) Public Relations: - Generate publicity through press release, special events, sponsorships, newsletters and community activities.(3) Sales Promotions: - It engages and motivates potential buyers. Examples include free samples, coupons, contests, rebates, premiums, point-of-sale displays and other incentives intended to stimulate immediate sales. For retailers, visual merchandising is especially important. Attractive window and interior displays and eye-catching exterior signs can lure shoppers and reinforce the unique theme or character of your store. - Trade-oriented sales promotion targets intermediaries, such as wholesalers, distributors and retailers. You can use promotional and merchandising allowances, price deals, sales contests and trade shows to persuade the trade to stock and promote your company's products.(4) Direct Marketing: Email to target consumers.
Determine how you will establish if all objectives of the promotion have been achieved?
The standards that are set need to be relevant to the corporate goals such as growth and profits reported by financial measures, return on capital employed and on sales, and non-financial indicators. (e.g. market share) Intermediate goals and individual targets can be set by breaking the plan down into measurable parts which successfully completed will lead to the overall objectives being achieved. The standards must be understandable, achievable and relevant to each local country situation.
To obtain measurements and ensure rapid feedback of information, firms use a variety of techniques, including reports, meetings and special measurements of specific parts of the marketing program, such as cost- benefit analysis on customers, product lines and territories or marketing audits for a thorough examination of every aspect of marketing in a particular country. They also use benchmarking, which allows comparisons of various aspects of the business, such as efficiency of distribution, customer response times, service levels and complaints, which other companies that are not necessarily from the same business sector.
The most difficult decisions that must be made are to determine when performance has deviated sufficiently from the plan to require corrective action to be taken either by changing the plan or the management team charged with the responsibility of carrying out the plan.
Beef Promotional Program Implementation and Analysis. (2019, Dec 04). Retrieved from https://studymoose.com/beef-promotional-program-implementation-and-analysis-essay
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