Go to the Maple Leaf Foods Company Website (http://www.mapleleaffoods.com/). Rea

Question

Go to the Maple Leaf Foods Company Website (http://www.mapleleaffoods.com/).  Read the latest annual report for Maple Leaf Foods found under the “Investors” tab and then by choosing “Investor Materials”.

Focus on the President’s Message to Shareholders and the Management’s Discussion and Analysis sections of the report. Additionally, briefly review the company Facebook page and YouTube channel and/or other sources to gather information on its marketing strategy

Answer following question and sub parts related to same question, actually break-up hints to answer this question:-

Q:- Please mention some possible alternatives with pros and cons?

Also please remember to mention your list of references used.

Explanation / Answer

1) competions on website: there can be mini websites to host competitions and tiny URLs to promote consumer traction on website and online sales

2) Collaboration with large retail chains: Large retails chains like Walmart and target can be used for collaboration. Our foods can be promoted by these chains to increase our POS sales

1) Information- Proper information regardingfoods is not available. Moreover, it is

difficult for a company like maple to explain what it is about to the consumers.

Apart from knowing the brand, the conusmers also need to know the following-
a. Its product

b. Differentiators with other competitors

c. What is in it for them

In accordance with the above issues identified and brief conversations with people in the

industry and consumers, it was tried that a few ideas for increasing sales

3) Help them identify who they are and what they want –

Our efforts must be directed towards making people realise that these foods are meant for them. So market the ideas that people relate to most(eg. Protein rich, fresh, calorie free, etc)

4) Partnering with websites for online sales

One of the primary points must be to identify what our target segment is. If database of these

websites can be purchased, we can identify such people and focus-market them. This

will definitely increase visits on our website by our target segment.

5) Fb posts/ Twitter posts

Even though Maple leaf has occasional posts on Fb, we need to be more regular and

frequent and focus on increasing visibility and spread information. Thus infomercial

posts and videos become more and more important posts. Moreover, regular posts will

keep the customers informed about various products and benefits. This will increase their

chances of buying and using it.

6) First buy free - Pay from second purchase onwards: promote trial

A general thought that I got from my primary research is that people find it hard to trust

the food. Free trial will try and ease this fear in people We can work with our providers in this regard and work

out a solution.

7) Forward integration

Provide free coupons and food product lines. For this partnership with online and retail sales chains are essential

8) Viral network marketing

Similar to the quizes launched , a more effective solution can be to offer

people(current users) to share Maple leaf's products through FB or twitter and then for

everyone who creates a free account throught their link, they get a Rs. 400 coupon. This

viral network marketing strategy is being used effectively by Ola cabs to gain quick user

surge.

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