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1.
Introduction and Purpose
The main objective of this report is to introduce a fresh marketing strategy concept for Kettlemans company, focusing on a demographic that the company currently does not interact with. The intended goal of this proposed marketing strategy is to broaden the company's customer base, enhance brand recognition, and ultimately drive higher sales and revenue. Additionally, the report will conduct an analysis to assess the potential advantages and expenses related to the implementation of this new marketing approach.
2.
Findings
In 1993, Buckley founded Kettlemans, opening his first 24-hour store in Glebe, situated opposite the bustling activity at Lansdowne, now known as TD Place. Over the years, they have sold close to 100 million hand-rolled, wood-fired Montreal-style bagels, along with a variety of breakfast and lunch sandwiches, spreads, and baked treats. Despite this success, there is an ongoing demand from the public for their products.
Their current marketing strategy mainly revolves around appealing to health-conscious consumers, highlighting the use of natural ingredients and healthier cooking techniques. They position their products as a more wholesome alternative to traditional fried snacks. The company's target demographic primarily consists of health-conscious individuals, fitness enthusiasts, and consumers who value natural and premium snacks. While this targeted approach has proven successful in capturing a specific niche market, it might restrict the company's potential for further expansion into a broader consumer base.
