This is how much we have so far

Some of the points I haven't even research yet, it's easy to figure them out since there's no text well, i also think that all of the points have to be labored more anyways...otherwise it would be too short, there are crazy people in our class who submit dozens of pages..



PART I: MARKETING

What is the customer really buying?

The core product: Canadian maple syrup.
The core benefits: sweet but healthy addition to meals and desserts.

The actual product: Imported luxurious good contained in a fashionable glass bottle.

The augmented product: high-quality maple syrup, which not only enhances the taste of meals and desserts but additionally makes a promise of fun, challenge and social experience.
MARKETING OBJECTIVES
As we are preparing to target Polish market, there is no obstacle to create international campaign and improve our brand awareness around the world. Although the campaign itself will be created with Poland in mind, we could apply the same “material” to other countries and benefit from economies of scale.
TARGET MARKET
SEGMENTATION:
First we segment the market in terms of age groups: Seniors, Adults, Young Adults, Teenagers, and Children. We apply the process of elimination and achieve consensus that the best target group will be Teenagers. They constitute a large group of …… people between the age of….. and…..
TARGETING:
Teenagers are the specific group, which have similar needs and buying behavior even if they are located in different countries. Due to this fact we might use the same promotional strategy in many countries at the same time, focusing on the Polish market. If we succeed, this strategy should result in long term profits from the newly conquered Polish market, and additionally in improved sales in other foreign markets where our product already exists.
In Poland 23% of young people have monthly at least 20 euro to spend. It might not seem a lot, if we take into consideration that our product falls into ‘luxury goods’ category, as its price is relatively high. However we need to remember that teenagers often participate as advisors in purchasing goods for household, and have a big influence on their parents purchasing decisions. It is a group sensitive to advertising and – when using a proper approach – easy to persuade.
POSITIONING:
Although similar products are available in the market, our potential competitors have no brand recognition. It gives us an opportunity to promote our maple syrup, and create an automatic association in customer’s mind between the name ‘maple syrup’ and our brand name, to the degree that both work interchangeably ( like e.g. Pampers and diapers, or Adidas and sneakers). We have to make it so when a customer reaches out for a maple syrup, he or she chooses our brand as a ‘default’.

EXPECTED SALES
Due to promotional campaigns which involve large investment for the first two years i.e. 2011 and 2012 we would suffer losses. We would start making profits at the beginning of the 3rd year of operation in the Polish market.

MARKET PENETRATION AND COVERAGE


PRODUCT ADAPTATION OR MODIFICATION
Core product remains the same: pure maple syrup from Canada. The packaging for the syrup constitutes a 18 cm-high 9 cm-diameter round glass bottle, which contains 400ml of the product. The label of the product includes standard information about the producer and the content. Additionally, there is a flyer attached to the neck of the bottle informing about the details of the online game . Additionally, under the caps, customers can find special single-use codes that enable them to access higher levels in the game or receive bonuses (e.g. special powers) . The game creates a social network, as it allows interaction between players. Thanks to the game our product stands out from a grocery’s shelf and gains social dimension.
The bottles themselves have been produced in our company for years, and as their shape is a ‘distinguishing mark’ for our company we are not planning to modify it in any way. The only part we need to adapt to the new market is the label and the promotional flyer.


PROMOTION MIX
ADVERTISING
The attitude towards brand and advertisement depends on the age of customers.
At the age of 11-12 years old kids appreciate branded products and judge them as higher quality, more expensive often owned by richer peers.
Unfortunately the issue seems to be much more complicated when talking about ‘legitimate’ teenagers, namely kids between 13 and 19 years old. In their opinion price is not reflecting the quality and often customers overpay for promotion of the product, while generics might offer similar quality.
When it comes to advertisement itself the role of television is decreasing in favor of radio, magazines and Internet. TV is perceived as a tool used by companies to manipulate customers and feed them with unrealistic promises. On the other hand a creative commercial might easily attract they attention and be a subject of a discussion with friends. The advertisement on the Internet is perceived as more informative, though pop-ups are severely criticized.
In general, new brand is purchased when it is possessed/used by a friend or a popular peer. Often an original commercial, interesting packaging or additional benefits (collectible items) increase sales among teenagers. Considering other forms of promotion like e.g. possibility of winning a prize, gifts, or contributing a fraction of the price to charity, the most effective among young customers are gifts and additions to the products. Sometimes they are more important than the product itself, e.g. when a customer wants to gather the whole collection of cards.
It is worth to mention that teenage customers are often rebellious and act against advertisements. They find most of the ads and commercials boring and irritating, therefore in order to attract their attention our campaign needs to be original, intriguing and engaging.
OBJECTIVES
We can’t simply promote maple syrup as sweet spice, because our target population (as well as most of the actual population of Poland) would not know how and with what type of meal to serve the product. That is why we need to create a campaign that not only introduces the product itself but also the habits and circumstances of its consumption.
MEDIA MIX
TV commercial
The plot: A group of friends (girls & boys) can’t decide where to each lunch. Suddenly one of the boys invites everybody to his house because his mom cooks delicious American pancakes and serves them with maple syrup. All of the girls are excited about this dish and immediately accept the offer. Other boys are jealous and wish they also could offer pancakes with maple syrup. Next scene shows all of the friends enjoying their pancakes, and the bottle of our product in the corner of the screen. Final frame presents only the website address of our company.
The message:Our commercial tries to convince teenagers that buying our maple syrup will result in popularity among peers and will bring valuable social benefits. Our product is not only a new spice - it creates an image of a ‘cool kid’ familiar with Western cuisine.

Creation costs:
TV commercial prices by DIGITALFILM.PL
- animation 2D / 2.5D from 3000 PLN netto
- animation 3D from 6000 PLN netto
- film elements / animation 2d / 2.5d / 3d / joint techniques from 7000 PLN netto

Emission costs:
TVN – single emission, Tuesday-Friday, at 17:49 before popular “Majka” show - 22400PLN netto
TVP2 – single emission, Sunday, at 20:55 before the ‘action movies’ e.g. 6 June 2010: Fast & Furious:
• 5sec – 6475PLN netto;
• 10sec – 10175PLN netto;
• 15sec – 12950PLN netto.
Polsat – single emission, Monday, at 20:21 before “Mega Hit” – 49300PLN netto

Sales promotions

Online game:

Objectives: We want to build brand loyalty among our customers by engaging them in interaction on our website. There will be a game waiting for them……………………………

Costs of the game:

 
Part II: Distribution

PORT SELECTION

ORIGIN PORT

DESTINATION PORT

MODE SELECTION: PROSE & CONS OF EACH MODE


i. Railroads
ii. Air carriers
iii. Ocean carriers
iv. Motor carriers

PACKING
Marking and labeling regulations

The label has to include:
• the name of the product
• the name of the producer and/or importer and the address
• the expiration date (in our case ‘best to consume before…’ which tells customers until what date the product will keep its specific properties if it’s kept in a proper way)
• information about proper storage (e.g. best temperature)
• the weight of the product
• ingredients
COSTS:

Containerization


In order to transport the maple syrup safely and to avoid damage of the cargo, our company will use
COSTS:


DOCUMENTATION REQUIRED
We sell our products to wholesalers in Poland. Once we sign an agreement with a given wholesaler, we are obligated to fill their orders. On the occasion of every order we first send a pro-forma invoice in order to establish the terms of transaction. If the details are confirmed by the receiver and the money is transferred to our account, we might send the goods.
The documentation for the shipment is taken care of by the freight forwarder. After the cargo leaves the premises of our company, the only document we have to prepare and send to the client is a commercial invoice, which is the final version of pro-forma invoice that was accepted by the client prior to shipment.
INSURANCE CLAIMS

FREIGHT FORWARDER

CHANNELS OF DISTRIBUTION

Our channel of distribution is narrowed down to wholesalers exclusively. Due to high costs of transportation we would not be able to fill the orders coming from individual retailers, by using wholesalers we would make periodical but large shipments.
Our goods will travel from our production plant to storage warehouses located ….that can store goods for long period of time.

As a foreign company not familiar with Polish market, we would face difficulties in reaching small retailers. A wholesaler has more contacts and is often more trusted by the buyer than the local manufacturer. Another advantage of that choice is the fact that wholesaler will ease our way into the market by informing customers about our product.
Initially, we would cooperate with ……………..


b. Wholesale middlemen

i. Type and number of wholesale middlemen
ii. Markup for class of products by each type
iii. Methods of operation for each type
iv. Scale of operation (small/large)

c. Import/export agents

d. Warehousing

i. Type
ii. Location
 
PART III: PRICING

Costs set the floor for the price that the company can charge. We will use a fixed cost form of pricing which would not vary if a given season is less/more abundant in syrup. The syrup is being collected at the beginning of spring, and its amount differs depending on e.g. how cold the winter was (the balance of sun, rain, snowfall and freezing temperatures is what helps the tree turn its starch into sugar). Logically, if the trees give little sap, its price automatically increases. Although the variability of maple syrup price is easy to understand for customers living in the countries of production like e.g. Canada (as they live there, observe the changes of climate and are able to deduct where the higher/lower price of the syrup comes from), it would be more difficult to explain to customers in Poland why the maple syrup in a given year is 10 PLN more expensive than in the previous year.
Our price has to be stable no matter the market conditions and cover all of the costs.
Besides the changes of price caused by the amount of maple syrup available on the market, there are many other factors that will cause escalation of the price of the exported product.


IMPORT TAXES
Incase of maple syrup we have to pay two types of taxes – import duty and Value Added Tax. The import duty is 0,17 EURO per kilogram of syrup imported, and the VAT rate is equal to 22% of the syrup value.

7. Wholesale and retail markups and discounts


COMPANY’S GROSS MARGINS
As a pricing strategy we will use cost-plus pricing. Although maple syrup already exists on the market, it has never been promoted in the country, that’s why we are allowed to use new-product pricing approach. We assume market-penetration approach, therefore our profit margins will not be high. The price of exported products will be technically only a little bit higher than the price we charge domestically. The major part of the difference will be made of shipment and distribution costs. We will try to win a large market share in the long-run. Our profit margins will increase as the sales volume increases, also because production and distribution costs will fall (economies of scale).

9. Retail price

PART IV: TERMS OF SALE & METHODS OF PAYMENT

Terms of sale: DDP (Delivered Duty Paid)
As the seller we fulfill the obligation to deliver the goods to the named place in the country of importation (it depends on the agreement with a given wholesaler, to what distribution center the goods will have to be transported. We also bear all the risks and costs including import duties, taxes, and delivery charges.

Methods of payment: The initial transaction with a new wholesaler would require him to pay cash in advance. After our company verifies credit history, general credibility and liquidity of the new client, we might decide to sign an agreement establishing terms of cooperation and open an account for him. In this way we would create a long-term relationship with the client. It would also be beneficial to the client as he would receive a possibility of postponed payment and limited credit.

 
PART V: FINANCING AND RESOURCES
Pro-forma financial statements and budgets

1. Marketing budgets
a. Selling expense
b. Advertising/promotion expense
c. Distribution expense
d. Product cost
e. Other costs

Pro-forma annual profit and loss statement (1st and 5th year)

Resource requirements

2. Finances
3. Personnel
4. Production capacity

Here is what i found that we have to include in the labelling but this is for Canada...we can either use this of keep looking for what is needed on the label in Poland
The labels on containers of maple syrup must bear the name of the product, the volume of the syrup in the container, the grade and colour class of the syrup, and the name & address of the producer or packer. Canada Agriculture Products Act Maple Regulations must be adhered to. Copy of regulations

zaneta00 wrote:the grade and colour class of the syrup

good one, i didn't have it

okay so for the online game
i have seen online games which advertise/market food products and what they do is that they have recipes that use the product in some way. and the player is timed to see how fast he/she can make what the recipe is for. that way we advertise the product and provide entertainment and at the same time give the people ideas of what they can do with the product.