Hello! We are Brio
2031
31 % will be visible minority A quarter of them will be Chinese Canadian
Chinese Canadians spend
9%
more than the average canadian
Introducing…
VITABREAD
Meet Michelle (Mei) Li Our target segment
Michelle wants the best for her daughter Sara
Why will VitaBread be successful? Meets the needs of …
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Consumer Retailer MapleLeaf
Meanwhile in China…
4.1 KG
2.1 KG vs.
2000’s
Now
Increasing Health concerns Chinese prone to Vitamin D & Calcium deficiency when they’re older Wants their children to have strong bones & grow tall
Michelle wants a convenient & nutritious lunch for her child Sara wants to fit in at school
Marketing Plan for
VitaBread
4P
{
Product Price Place Promotion (Communication)
Product
Price • $3.10 • Premium
Place • Mainstream stores
“
Promotion
Fairchild TV
Sing Tao
Live Vita Scholarship
Sampling Events
Coupon/Promotional Pricing
Budget TV Spots $300,000 Website $5,000 Online $15,000 Sampling Events $30,000 Coupons/promoAonal pricing $20,000 Scholarships $15,000 Total
$385,000
Timeline
PRODUCT LAUNCH PRODUCT AWARENESS
TV SPOTS INTERNET
START
JULY 2013
AUGUST 2013
SAMPLING COUPONS
SEPTEMBER 2013
SCHOLARSHIPS AWARDED
OCTOBER 2013
MEASURE OF SUCCESS
Thank you