ethnic marketing presentation

H!""#! W! $r! Br%#

31 20

31 % will be visible minority

& q'$r(!r #f ()!* w%"" b! C)%+,! C$+$-%$+

9% Chinese Canadians spend

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?

C#+.'*!r R!($%"!r M$p"!L!$f {  M!!(. ()!

+!!-. #f …

2000’s Now vs.

M!$+w)%"! %+ C)%+$…

2.1 KG

4.1 KG

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

VitaBread Marketing Plan for

4P { Pr#-'/( Pr%/! P"$/! Pr#*#(%#+ (C#**'+%/$(%#+)

Product  

Price •  $3.10 •  Pr!*%'*

Place

•  M$%+.(r!$* .(#r,

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    

START  

AUGUST  2013  

PRODUCT  LAUNCH  PRODUCT  AWARENESS  

JULY  2013  

TV  SPOTS  INTERNET    

OCTOBER  2013  

SAMPLING  COUPONS  

SEPTEMBER  2013  

SCHOLARSHIPS  AWARDED  

MEASURE  OF  SUCCESS  

Thank you