Identify What the Ca Cana nadian dian Co Cons nsum umer er - - PowerPoint PPT Presentation
Identify What the Ca Cana nadian dian Co Cons nsum umer er Values and Why? presented by: Virginia Zimm 1 Faye Clack Communications Inc. n? ho how do do we be begi gin? understand the value chain research
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presented by: Virginia Zimm Faye Clack Communications Inc.
Ag U Research Station Seed Co. Grower Producer Packer Shipper Processor Broker Wholesaler Distributor Manufacturer Retailer Foodservice Consumer
Gov’t
Ag U Research Station Seed Co. Grower Producer Packer Shipper Processor Broker Wholesaler Distributor Manufacturer Retailer Foodservice Consumer
Gov’t
Ag U Research Station Seed Co. Packer Shipper Processor Broker Wholesaler Distributor Manufacturer Retailer Foodservice Consumer Gov’t Grower Producer
₊ relevant products ₊ personal need ₊ emotional connection ₊ quality ₊ access ₊ social status ₊ social responsibility ₊ family need ₊ fair price
almost 34 million people lowest pop density in the world 3.3 people per square kilometers 9th largest economy in the world median age: 39.5 years male: 38.6 years female: 40.4 years
most populated province – 13.5 mil 38.7 % of Canada Toronto is largest city – 5.8 mil most multicultural province
education gender complexity urbanite, suburbanite, rural where do they get their news? type of employment income dietary needs/ preferences critical/chronic health issues food sensitivities and allergies
vegetarianism, “alteranavors vegan sexual preference technology savvy political stance and/or religion sedentary or active pet lovers, friends of the earth brand lovers, brand haters sensory fascination
branding is a social phenomenon in Canada consumers purchase based on the brand experience as well as the product benefit delivered
…that actively engages key influencers
and your consumer with your brand promise, by delivering a series of relevant, compelling key messages, using credible spokespeople [tv, radio, newsprint, Internet, social platforms, grass roots etc.] at appropriate points of contact in each regional market to build brand awareness, preference, purchase frequency and loyalty, throughout the year
product launches – hotels, shows, restaurants, retail conventional media outreach – tv, print, radio social media and digital marketing – websites, blogs, twitter, facebook, You tube tv and radio tours trade/consumer shows – grocery innovations, food & wine shows trade and government relations –
consumer research – pre and post media impressions editorial value sales increase trade reaction successes and areas for improvement
not price
success……..