Marketing Portfolio Assignment Part 1 (Kawartha Dairy) 2

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1 Marketing Portfolio Assignment Part 1 Kawartha Dairy Centennial College 23F --Marketing (SEC. 001) Iain Chalmers October 05, 2023 Marketing Portfolio Assignment Part 1 Kawartha Dairy

2 ("Ice cream products," 2023) Environmental Analysis a) External Trends b) Implications: + and - 1, The Natural Environment Sales fluctuate significantly across different seasons, necessitating the implementation of varying business strategies and tailored marketing plans to effectively address these seasonal shifts. Positive As the summer months roll in, there is a noticeable and substantial increase in the sales of ice cream and other refreshing treats, driven by the desire to beat the heat and enjoy a cool, delicious indulgence. Negative During the winter season, sales tend to decrease as people typically prioritize the purchase of products that offer warmth and comfort to

3 combat the cold weather. Economic Kawartha Ice Cream operates within an economic environment influenced by various economic factors that directly impact consumer purchasing power and spending patterns. These economic variables, including changes in minimum wages and fluctuations in interest rates, can substantially influence consumer spending behavior. Positive The rise in minimum wage is expected to boost the company's sales because ice cream is considered a non-essential product. As people's incomes increase, they tend to indulge in more discretionary spending, which includes purchasing items like ice cream. Negative Conversely, in a situation where there is an increase in interest rates, the demand for ice cream may be adversely affected. This is because people are likely to allocate more funds towards paying interest on loans or credit, reducing spending on non-essential

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4 items like ice cream. Technology Kawartha Ice Cream has taken a significant step forward by embracing the digital age and introducing an online shopping platform. This strategic move allows customers to conveniently browse and purchase their products through various grocery store apps, making it easier than ever to enjoy their delicious ice cream offerings. Positive By embracing online shopping, Kawartha Ice Cream anticipates a significant boost in revenue as they tap into a wider customer base. This expansion into the digital marketplace will likely result in increased sales of their products, further strengthening their market presence. Negative However, it's essential to acknowledge potential obstacles related to limited raw materials and delivery methods, which need to be carefully considered in this expansion strategy.

5 C) These trends can significantly impact Kawartha Ice Cream's Product, Price, Promotion, and Place strategies: Price Strategy:  Minimum Wage Increase: With the positive impact of a rise in the minimum wage on sales, the company may consider adjusting its pricing strategy during such periods. They could maintain competitive prices or even implement limited-time promotions to attract price-sensitive consumers who now have higher incomes.  Interest Rate Fluctuations: During times of increased interest rates, Kawartha Ice Cream may face reduced consumer spending. To mitigate this, they could implement pricing strategies that offer value for money, such as bundled deals or discounts, to incentivize purchases despite the economic challenges.  Place Strategy-Raw Material and Delivery Management: To address potential obstacles related to limited raw materials and delivery methods, Kawartha Ice Cream should establish efficient supply chain management. They may need to diversify suppliers, invest in inventory management systems, and optimize delivery routes to ensure product availability and timely deliveries.  Promotion Strategy-Online Promotion: With the introduction of online shopping, the company should invest in digital marketing and promotion efforts to drive traffic to its online platform. This could include social media campaigns, email marketing, and online advertising.

6  Product Strategy-Seasonal Product Variation: Kawartha Ice Cream should focus on offering seasonal flavors and product variations. During the summer, they can introduce new, refreshing flavors to cater to increased demand, while in the winter, they can emphasize warm and comforting options. Competitive Analysis Central Smith Creamery Haagen-Dazs Ample Hills Product Central Smith has a huge variety of products. Ice Cream can be eaten on a cone, on a stick, in a dish, as a portion, or as a novelty item. Haagen-Dazs ice cream is skillfully crafted using a unique combination of cream and fruit flavors. It is also presented in premium packaging Ample Hill has a diverse range of unique and handcrafted ice cream flavors made from high-quality ingredients. Price Offer affordable prices. Haagen-Dazs ice cream commands a premium price due to its focus on catering to a Pricier but reflects the quality and craftsmanship of their product.

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7 target audience with middle to high incomes. Place Establish partnerships with local grocery stores, supermarkets, and specialty food retailers. The ice cream has been exported worldwide and is available both through retail stores and in numerous grocery outlets. Physical locations (ice cream shops) and an online presence. Promotion Content marketing, social media, and email marketing Offer discounts and coupons for customers to increase the number of sales Social media, collaborate with other businesses, and participate in local events. B) List three potential issues or opportunities for your business based on your competitor analysis

8  Health-Conscious Segment : Given the trend toward healthier eating, there's an opportunity to introduce healthier ice cream options (e.g., low sugar, vegan) to cater to health-conscious consumers, aligning with current market demands (Armstrong et al., 2019, pgs. 152-153).  Online Presence: Managing online marketing can expand the business globally, and in the digital age, there's a significant opportunity to enhance your online presence, reach a wider audience, and facilitate online sales (Armstrong et al., 2019, p 399).  Collaboration and Promotion: Collaborating with other businesses can lead to mutually beneficial partnerships. Additionally, participating in local events can help increase brand visibility and engage with the community (Armstrong et al., 2019, p 398). C) Unique Selling Difference  At Kawartha Ice Cream, it's all about great quality. We're committed to making the best ice cream using the very best ingredients. Our goal is straightforward: to provide exceptional quality that makes us stand out. We love coming up with unique flavors. We're not satisfied with the usual; we aim to make tastes that are incredibly special and unlike anything else you've tried. D) Give three points that rationalize your unique selling difference 1. High-Quality Ingredients: We use the best ingredients to make our ice cream, so you can enjoy the tastiest and freshest treats. 2. Creative Flavors: We're not like other brands - we come up with fun and unique flavors that you won't find anywhere else.

9 3. Handcrafted Goodness: Our ice cream is made by skilled artisans who put love and care into every scoop, making it a special treat you'll savor. SWOT Strengths ● Brand Loyalty: 100% Canadian and 86 years in the market ● Variety of products: they have 25 flavors and other products like milk, butter, and ice cream cakes. ● Distribution strategy: they have 11 stores, sales agents, and Online stores. ● Demographic: they can sell to targets like baby boomers, generation X and millennials. Weaknesses ● Unhealthy products with high concentrations of sugar and saturated fat. ● Winter, this product can sell more during the summer. ● Physical stores only in Ontario. Opportunities ● Vegan Ice cream ● 0% sugar Ice cream ● Increase advertising on social networks such as Tik Tok, which Threats ● Economic environment ● Winter ● Brands like Hero which has healthy ice cream in Ontario.

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10 is a social media outlet for Generation X. Global Citizenship and Equity (GC&E)  Environmental/sustainability They use high-quality, all-natural substances. Because of this, the products used to make this material are made locally, supporting local economies by generating jobs and strengthening the agricultural supply chain throughout rural Ontario and beyond. (GrantMatch, n.d.) Also, in 2015, Kawartha Dairy made a $10,000 donation to the Kawartha Land Trust's effort to safeguard Boyd Island (Kawartha NOW, 2016).  Social Responsibility/Community They provide donations since it was stated to help the local communities. The charitable goal of Kawartha Dairy is to lend regional assistance to the following causes: Local Community Events, Children’s Charities, and Food Insecurity. For example, on Canada Day 2023, The children celebrated Canada Day with delicious ice cream donated by Kawartha Dairy (Gallant, 2023). Strategic Priorities

11 1. Product Diversification and Healthier Options: Expanding the product line to include healthier options, such as vegan and low-sugar ice cream, should be a top priority. This addresses the weakness of having unhealthy products and takes advantage of the opportunity to tap into health-conscious consumer segments. 2. Geographic Expansion Expanding beyond Canada and establishing a presence in other regions or markets should be a key priority. This addresses the weakness of being limited to one geographic area and can help mitigate the seasonality issue by targeting regions with different climate patterns. 3. Digital Marketing and Social Media Engagement Increasing advertising efforts on platforms like TikTok, popular among Generation X and millennials, is essential to improve brand visibility and connect with a broader audience. This addresses the opportunity to engage with a wider demographic and compete in the digital landscape. Overall Business Goals for the Year 1. Launch Three New Healthier Ice Within the next year, we aim to expand our product line by introducing three new healthier ice cream options,

12 Cream Varieties including at least one vegan and one low-sugar variety. These new products will be available in stores and online by a specific launch date. 2. Increase Online Sales by 20%: Within the next year, the goal is to achieve a 20% increase in online sales compared to the previous year. To accomplish this, we will invest resources in online branding, influencer collaborations, and social media promotions. Progress towards this goal will be measured through online sales data.

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13 References Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2020). MyLab marketing -- Print offer -- for marketing: An introduction, seventh Canadian edition . Gallant, M. (2023, June 30). 15 family-fun events happening this Canada Day weekend in the Kawarthas . kawarthaNOW. https://kawarthanow.com/2023/06/30/15-family- fun-events-happening-this-canada-day-weekend-in-the-kawarthas/ GrantMatch. (n.d.). Case study - Kawartha dairy . Home. https://grantmatch.com/case- study-kawartha-dairy KawarthaNOW. (2016, June 26). Kawartha dairy pledges $10,000 to help save Boyd island . kawarthaNOW. https://kawarthanow.com/2015/11/24/save-boyd-island- campaign/

Marketing Portfolio Assignment Part 1 (Kawartha Dairy) 2

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