Cathy Siskind-Kelly and Rob Kelly founded Black Fly Beverage Co. to meet the growing demand for premium coolers in the Ontario market. They wanted to differentiate their product from other spirit coolers by using natural ingredients and chemical free sweeteners, economically friendly packaging, and a brand name that represented northern Canadians. Furthermore, the final product would be less saccharine than competitors. Black Fly established a micro-distillery in the heart of downtown London, Ontario for maximum exposure and promotional opportunities, unlike many competing manufacturers due to the higher cost of real estate. To further capitalize on this competitive advantage, Black Fly partnered with a nearby sporting and special events …show more content…
It would also give them time to define the actual demand for their product, which has not been fully established yet. This way they could develop a plan to increase labor and either/or move into a bigger production facility to increase manufacturing capabilities. Black Fly has not long had their “general listing status”, and would likely not be given leniency for failing to meet the- stringent benchmarks LCBO. By creating a new flavor that consumers dislike it could potentially hurt Black Fly’s brand image and influence possible customers to purchase their competitors’ similar products. One negative aspect of not developing a new product would be that they fail to capitalize on the opportunity of increasing market share during a time of extreme growth and high consumer interest. The second alternative would be for Black Fly to create the Spiked Ice product line. This action involves high risk, with the possibility of high reward. Due to the fact that there are no products like this on the Northern Canadian market Black Fly would potentially see very large profits. Another benefit with developing this product, as opposed to another flavor of the current product, would be that it would not cannibalize the cranberry-blueberry sales. Disadvantages include that the summer seasonality aspect mentioned in this case infers volatile sales. Furthermore, producing the Spiked Ice product would require Black Fly to move to a new production facility that would cost
Based in the direction FLD wants to go alternatives (2) and (4) are out of the running. FLD simply does not have the capacity to aggressively market its existing shelf stable chip dips and devote the necessary attention to introducing a new product and a relatively unknown market. An increase in trade promotional expenditures might be beneficial to increase the number of distributors thus increasing the volume of units sold, but with and increased focus on consumer advertising and promotion if done correctly the need to increase trade promotion funding will be unnecessary.
product and starting a price war with competitors that would damage margins. In addition, a low priced
The product can be marketed effectively by fine-tuning the products attributes, price, delivery channels, and overall image for a carefully defined segment. Introducing the product into a niche segment will also ensure that Exotic Fruit Bars gains a foothold against larger more resourceful competitors, and eventually grows into a larger competitor with conceivably newer and more diversified product selections.
Consequently, this company can expand the fruit nectar production line to attract new consumers. The down-side to utilizing this structure is that the price at retail will be significantly higher than the other modes of distribution. However, since the target consumer is not sensitive to price and have high disposable incomes, this should not pose a systemic problem for this firm.
Throughout most of its history, the Coors Brewing Company (Coors) has been a regionalized brewer within the United States, specializing in high-quality beer through by virtue of its source water selection, stringent production standards, and cold filtered brewing approach. As the company expanded its distribution to new markets within the U.S. in attempt to gain market share, it made a strategic decision to maintain a majority of its brewing operations at its primary production facility in Golden, Colorado. This decision was based upon the desire to preserve its core production strengths through close family control. However, as the company desires to expand its market presence beyond the
Boston Chicken is a company to operate and franchise food service stores that sold meals featuring rotisserie-cooked chicken, fresh vegetables, salads, and other side dishes. Its concept is to combine fresh, flavorful, and appealing meals associated with traditional home cooking with a high level of convenience and value. Boston Chicken focused its expansion through franchising the company through large regional developers rather than selling store franchises to a large number of small franchisees. In that, an established network of 22 regional franchises that targeted their operations in the 60 largest
The Boston Beer Company, Inc., founded in 1984, is a leading brewer in United States, offering wide variety of high quality full-flavored, handcraftedbeers. It is distinctive due to the time-honored recipe of brewing and authentic, consistent quality of alcoholic beverages. Samuel Adams Boston Lager is the pride of BBC, regular handcrafted beer “stands for quality, inner self-worth, authenticity, and unique New England or Yankee toughness” ( Martin Roper, Chief Operating Officer). Unfortunately, the company experienced the failure of conquering light beer segment
This is turning out to be the new generation of producing ice cream and still be able to satisfy customer needs. According to the director of marketing at Blue Bell Carl Breed, “We plan to go after the low carb and Hispanic influence market. But we will continue to provide fabulous tasting ice cream, that appeal to almost every customers and we will never lose sight of the fact that ice cream is supposed to
We at Temple Consulting have completed an analysis of Ice-Fili’s current corporate standing using data collected over the past several years. Using tools such as Porter’s Approach and SWOT we have analyzed the internal and external environments and have recommended several strategic plans of action. Current areas for improvement such as marketing initiatives and re-evaluation of distribution channels will increase sales and profitability almost instantly. Long term plans such as lobbying against luxury tax on ice cream, partnerships with franchise vendors, and bringing new products to the market, performing an IPO, and planning more global efforts will help keep Ice-Fili rooted as the
A few weeks ago I wanted ice cream but I didn't want to go to the store and buy an entire tub of ice cream I just wanted something like a banana split. The only problem is that belvidere has no ice cream places except Dairy Ripple and they close in the winter,so a thought occurred to me Belvidere needs a Dairy Queen. See Dairy Queen is something that lots of people like so this would make many people happy,and let’s be honest we all have one point in the winter when we want ice cream. Dairy queen has lots of food options,they are very popular and very clean, and they have good prices.
Both competition and market size are of major importance when one explores the positioning of a product. In the case of Crescent Pure, this is vital as Ryan must determine the level of competition that will be faced if the product is marketed as either an energy or sport drink. In the case of an energy product, it should be noticed that there is heavy market dominance by Together, Freight, Razor, Torque and Steller, as they account for roughly 85% of the market. Despite this, it should be seen that the average price point for a 5oz can is $2.99 which is notably higher than Crescent’s $2.75 pricing. Additionally, the market size for sport drinks is of particular interest as it is estimated to grow to $8.5 billion by the year 2013. This, coupled with the fact that the market had grown 40% between the period 2010 – 2012, makes this sector of particular interest to PDB.
Premium launching at $299 to cover costs incurred in R&D. Competitive positioning based onspeed, convenience/ cleanliness of preparation, ease of usage and taste consistency. The profit
Ice-Fili is a famous and one of the oldest ice-cream producers in Russia. Ice-Fili produces ice cream generally loved by consumers because its products contain 15% milk fat, compared to 10% found in the western ice cream. Ice-Fili traditional method of production adds to the unique flavor of its product. Typically, the company produces ice cream with natural ingredients with no preservatives making million of foreigners to consider Russian ice cream to be best in the world. In 2002, Ice-Fili engaged in an aggressive unique product offering, and the company offered up to 170 different kind of ice-cream products, and the company adds other
3. Season high/low volume business – frozen desserts gain more popularity during the months of June through September, with a decline throughout the remainder of the year. We will need to explore potential alternatives that will aid in maintain and/or increasing sales during low volume seasons.
Convenience is driving the frozen market sales globally as consumers are looking for healthy and less time-consuming meals (Seth and Randall, 2011). Private label is performing extremely