Rivin Sakhawate Mithun – Individual Case Research

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MSMG-5030H-R: Marketing Management Assignment On Individual Case Research By Rivin Sakhawate Mithun ID: 0794010 Executive Summary The biggest concentration of South Asian and Chinese immigrants in Ontario is found in the Greater Toronto Area (GTA), where the population is rising quickly. The shifting populations

within the GTA in addition to the rising demand for locally produced goods, have given Ontario a chance for farmers to provide the market for ethnic meals. Currently, the majority of ethnic dishes are imported even though many can be cultivated in Canada, overseas. Establishing a strong brand presence, achieving notable sales and market share, and successfully introducing and promoting the product to the target audience are the primary objectives and suggestions of the marketing plan for the new product in the Canadian market. The approach should center on modifying the product for the Canadian market, determining a fair price, generating awareness through successful advertising, guaranteeing effective product delivery, and putting the required tools and alliances in place for success. This entails figuring out the unique requirements and tastes of Canadian customers and modifying the product as needed to make it successful in that country. Increasing brand awareness within the Canadian target audience is one of the main goals. This entails increasing website traffic and introducing the brand to new consumers. The goal of Canadian consumers' promotional methods should be to instill value in their minds so that they would eventually buy the goods. Considering local pricing customs, consumer purchasing power, and competitive pricing, the pricing strategy for the Canadian market may be different from that of other markets. Here the strategy is presented to specify the means and locations of the product or service's delivery or distribution within Canada, taking into account the most efficient channels of distribution for the Canadian market, like online or e-commerce platforms. Introduction In Bangladesh, Nabisco is a well-known and established biscuit brand that has been around since before the nation gained its freedom. It was quite well-liked throughout the 1980s and 1990s.

Similar to other significant market competitors, the company offers a broad range of products, with Nabisco Glucose serving as its main brand. Because Nabisco sticks to a cheap price approach in comparison to other brands, it is very well-liked in the nation's rural areas. The defunct American snack food and bread goods firm, Nabisco. When the American Biscuit Company and the New York Biscuit Company combined in 1898, the National Biscuit Company was created. Known by its better name, Nabisco, it went on to launch several well-known consumer products, including Ritz crackers (1934) and Oreo cookies (1912). Following its 1985 acquisition by R.J. Reynolds and incorporation into RJR Nabisco, Nabisco was sold to Philip Morris Companies (subsequently renamed Altria Group, Inc.) in 2000. Philip Morris Companies was the parent company of Kraft Foods. Kraft subsequently took over as the brand manager for Nabisco. In 1948, Nabisco commemorated its golden anniversary, and by 1971, Nabisco had evolved into the company name. The R. J. Reynolds Tobacco Company and Nabisco joined in 1985 to establish RJR Nabisco after Nabisco and Standard Brands merged in 1981 to form "Nabisco Brands". In 1993, Kraft General Foods purchased the Nabisco cold cereal trademarks from RJR Nabisco; Post Holdings currently owns the cereal brands. Nabisco purchased Favourite Brands International in 1999. In 2000, one of the biggest mergers in the food sector occurred when Philip Morris Companies Inc. bought Nabisco and combined it with Kraft Foods. Kraft Foods declared its intention to divide into two businesses: a grocery store and a snack food company, in 2011. Nabisco joined the snack food industry and was rebranded as Mondelēz. Analysis of the Marketing Situation As I want to introduce Nabisco biscuit: the emotion of all bangali people in the Canada market, its mandatory to consider certain things for the successful brand promotion. The following

cultural and demographic aspects will be taken into account in the marketing strategy for the new product in Canada, namely Nabisco biscuits: Cultural Diversity: Approximately one in five Canadians were born outside of the country, making Canada one of the most culturally varied countries in the world. There are a lot of people who were not born in the nation living in Toronto and Vancouver in particular. It is anticipated that the culturally diverse population will continue to increase, with about one-third of Canadians predicted to identify as visible minorities by 2031. Consumer Preferences and Behaviour: It's critical to comprehend the demands, preferences, behavior, and financial stability of the local consumer market. This entails carrying out research to ascertain the optimal product type and attributes to satisfy the requirements or preferences of regional customers as well as using market research to ascertain the ideal price. Target Customer Persona: People with mid-range earnings who live in cities and are fashion- forward and style-conscious may be included in the target consumer persona for Nabisco biscuits in Canada. For marketing to be effective, it is essential to comprehend their purchasing patterns, influences, motives, and limitations. Consumers from Canada's multicultural communities are tech aware and expect brands to connect with them with relevant content at the appropriate moment. With the growing diversity of the Canadian market, it's critical for marketers to strike a balance between broad reach and targeted advertising. The marketing strategy for launching Nabisco biscuits in the Canadian market can be adjusted to successfully connect with the culturally diverse consumer base, comprehend their needs and

preferences, and deliver meaningful messaging in the appropriate context by taking these demographic and cultural factors into account. Also canada have a huge bangali community. Although there aren't any current official statistics available, Statistics Canada (2020) estimates that 100,000 Canadians are of Bangladeshi descent. Few people in Canada are of Bangladeshi descent, according to some references. As of 2016, the unofficial population of Bangladeshis living in Canada ranged between 50,000 to 100,000.26650 Bangladeshis were residents of the City of Toronto as of 2021, per Statistics Canada. But introducing this item will not be easy as there are already some strong competitors in the market. Some are international brands and some are also from bangladesh. Both domestic and foreign biscuit producers compete fiercely to bring Bangladeshi biscuits, like to Nabisco, to the Canadian market. The possible rivals listed below are based on the information provided: Local Biscuit Businesses in Bangladesh: ● Pran Foods Ltd. is a leading biscuit company in Bangladesh that offers a large selection of biscuit and bakery items. ● Olympic Industries Limited: Another of Bangladesh's top biscuit producers. Foreign Biscuit Manufacturers: ● This category includes both domestic and foreign biscuit producers with operations in Canada, such as companies that provide a range of biscuit products for the domestic market. ● Artisanal Producers, The Kellogg Company, Grupo Bimbo S.A.B. de C.V., George Weston Foods Limited, Mondelez International Inc, PepsiCo, McCormick & Company

Inc., AVI Limited, E.D. Smith Foods Ltd., and ConAgra Brands Inc. are major participants in the Canadian Biscuit and confectionery business. Other Potential Competitors: ● Local Canadian biscuit manufacturers and worldwide biscuit companies with a Canadian presence for example Oreo, Parle G, Nestle and more. It is critical to undertake a thorough competition study in order to understand these competitors' strengths, weaknesses, and market positioning, as well as to find possible areas of competitive advantage for the entry of Bangladeshi biscuits like Nabisco into the Canadian market. Targeted audience: Bangladeshi biscuits like Nabisco could be introduced to Canada's Bangladeshi-Canadian community, ethnic grocery stores, general Canadian market, and hypermarkets and supermarkets. The Bangladeshi-Canadian community may be familiar with these products, while the general Canadian market is diverse and open to international flavors. These channels offer a wide variety of biscuit products. Mostly Canada's large Bangladeshi community, the product could initially target this demographic, as they may already be familiar with and have a preference for Bangladeshi biscuit products. As for the SWOT analysis, here are the potential strengths, weaknesses, opportunities, and threats for introducing Bangladeshi biscuits like Nabisco in the Canadian market: Strengths: ● Unique and authentic Bangladeshi flavors and recipes.

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