ethnic marketing presentation
DESCRIPTION
Presentation done for Apprentice Case Competition 2012TRANSCRIPT
![Page 1: Ethnic Marketing Presentation](https://reader031.vdocument.in/reader031/viewer/2022020309/568c0e8c1a28ab955a90deef/html5/thumbnails/1.jpg)
H!""#! W! $r! Br%#
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31 20
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31 % will be visible minority
& q'$r(!r #f ()!* w%"" b! C)%+,! C$+$-%$+
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9% Chinese Canadians spend
more than the average canadian
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Introducing…
VITABREAD
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Meet Michelle (Mei) Li
Our target segment
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Michelle wants the best for her daughter Sara
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Why will VitaBread be successful?
C#+.'*!r R!($%"!r M$p"!L!$f { M!!(. ()!
+!!-. #f …
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2000’s Now vs.
M!$+w)%"! %+ C)%+$…
2.1 KG
4.1 KG
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Increasing Health concerns
Chinese prone to Vitamin D & Calcium
deficiency when they’re older
Wants their children to have strong bones &
grow tall
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Michelle wants a convenient & nutritious lunch for her child
Sara wants to fit in at school
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VitaBread Marketing Plan for
4P { Pr#-'/( Pr%/! P"$/! Pr#*#(%#+ (C#**'+%/$(%#+)
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Product
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Price • $3.10 • Pr!*%'*
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Place
• M$%+.(r!$* .(#r,
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Promotion
“
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Fairchild TV
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Sing Tao
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Live Vita Scholarship
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Sampling Events
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Coupon/Promotional Pricing
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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
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Timeline
START
AUGUST 2013
PRODUCT LAUNCH PRODUCT AWARENESS
JULY 2013
TV SPOTS INTERNET
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OCTOBER 2013
SAMPLING COUPONS
SEPTEMBER 2013
SCHOLARSHIPS AWARDED
MEASURE OF SUCCESS
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Thank you