Marketing Peter Pan Peanut Butter to Canadian Markets Essay

galore(postnominal) U.S. consumers ar non conscious that there ar many harvest-homes that are s ageing in our commonwealth but are non available to countries care China or Japan. A lot of fruits are only for sale in the U.S. and consumers in sensitive(prenominal) countries name to find other ways of fuck offing those crossroads. Some carrefours that wont to be sold in Canada present flat vanished while others have never been available for acquire so many consumers have to come in those carrefours online, if possible, or possibly get some family member or athletic supporter from the U.S. to buy and ship the product to them. Some Canadians are now surprise to say that Coca-Cola Vanilla, or Vanilla Coke, is no longer available to purchase in the super grocery stores and convenience stores located in Canada. Consumers on both sides of the bump into and other countries responded closely to these products that were launched in 2002 by the Coca Cola Company. Canadi ans that now want this product give have to stock up the following metre they visit the U.S. Meanwhile they whitethorn be able to locution forward to other products that whitethorn reach Canadian foodstuffs.As market Manager of ConAgra forages, ray junk minor cover, I would like to market this dent available to Canadian markets by use a marketing final cause that is the core of the business. The main reason for the marketing in melt down is that it provides a body structured approach that forces the marketing manager to consider all the relevant elements of the planning process which might be missed if a more than rushed approach is adopted peculiarly when trying to market a product to foreign markets. ray of light Pan wild bean vine simplyter is brand of ConAgra Foods and was named after the J.M. Barrie character debuted in 1928. The brand was originally produced by the Swift & international international ampereere Company that at the clock first called th e goober pea cover, E.K. Pond. Peter Pan PB comes in 10 different varieties which involve Creamy, Whipped, Crunchy, Extra Crunchy, Honey Roasted Creamy, Honey Roasted Crunchy, Smart pickax Creamy, Smart Choice Crunchy, Plus 8 (vitamin enriched).Peter Pan has been on the market for many decades and when first packaged, was marketed in a tin goat. But because of metal shortages during the second World War, changed its packaging to glass and plastic jars. The products tagline of not sticking to the roof of your mouth is one of the reasons, other than it being just plain unspoiled, that the Canadians desire Peter Pan so much. The first step in marketing this product to one of the largest Canadian food markets such as The Superstore, Sobeys, Metro, and Sa a few(prenominal)ay, is to analyze the customer appraise equation. traditionally we think that consumers choose based on the quality of the product, while in reality the driver of all choice is the non-cognitive tellingship th at the consumer has with the brand, which is entirely channeled through the brand individualism. (Wegrzyn, 2011).The matter of finding a role of the brand deep down a consumers life comes after the brand identity has accurately intercommunicate how the brand wants to be perceived. The question for prospective buyers in most situations is not whether to make a purchase in the product category, but which product or service to buy. When a products price exceeds its value-in-use, the cracks net contribution, and inducement to purchase, is negative. The customer is better off not buying the product. Whatever the customer would gain from the product itself is more than smuggler by what she would have to give up in paying its price. In most situations, however, a very different situation exists. In most situations, the prices charged for products and services fall far below the values-in-use that customers require to obtain from them. In many cases, because of competition, products use values are in multiples of 5 to 10 times the prices at which they sell. Customers buy products to fill unmet needs and because they expect to derive some value or cleansement from them. Products provide customers with 4 types of value or benefit.These utilities and benefits are time utility, place utility, ownership utility and form utility. What is the time utility or value to the consumer of having Peter Pan Peanut cover available at any convenient time within supermarkets? The time utility may be of critical vastness because many families may depend upon this product to satisfy the needs of short children which may take this product to school for lunch, possibly. So it may be detrimental that it is always available on the shelves by making veritable that the production of the product is timely. Secondly, place utility is valuable. This is the value to a consumer of having the product available in convenient market locations. It may be authoritative that the goober p ea cover is available at many different supermarkets especially those that are located near schools where there is a high race of children that the product would be in demand to. Ownership utility may not be an important factor for this product as is the value of transferring the products ownership.Last is the form utility of the product. Form utility is the value to consumers from changing the composition of the product. The form utility of the unimportant butter is also fairly high. Peanut butter isnt just for peanut butter and jelly sandwiches, but is also used in Peanut butter chili, peanut butter broccoli, peanut butter ice pick and peanut butter cocktails. It keister be eaten with chocolate, it fire be eaten with jam, it can be smeared on chicken, and it can even be used in drinks and it attendms that the uses for peanut butter are endless. Peanut butter has been known to be used as an excellent lubricator on rusty old blades, for animal medicine, a butter replacement, mousetrap bait, and price tag removal. When see foreign markets it is essential to have a take up understanding of the sparingal conditions of the country in found to properly promote the product in the marketing process so that the development, execution and measure of the contract for the peanut butter run smoothly.It is important that I visit the target market because on-site, I can talk to potential buyers in nightclub to learn everything that I need to know about competition, local rules and distribution channels. By attending trade shows and events that are specific to the fabrication within Canada I can learn a lot of helpful information by taking notes on products, competitors, packaging and labeling of similar products. The marketing process can be tedious and stressful in starting the exportinging operations. I will have to make sure that I have an export plan that is similar to a business plan but instead focuses on strengths, weaknesses, opportwholeies and t hreats that my club can face within foreign markets. My export plan will help me to define my objectives clearly in order to use the right tactics to reach my goals and gain more credibility. My plan states how I can make my product adaptable to Canadian markets and will aid in determining sales price and how much time will be required to meet my objectives.The best way to enter the Canadian markets is through cost-effective entree strategies which involve selling at one time to end users and foreign retail markets will buy directly from ConAgra Foods. In ConAgras consumer goods business, there is no one factor more important than brand awareness. We are aware that if a customer recognizes my brand, they are more likely to buy it which will increase the sales of the product. The product will be shelved on stores according to the popularity among customers or the most sales. The advertizing campaign should increase brand awareness amongst some of our other products in order to g et better placement in other Canadian markets as well. An effective marketing mix also includes market segmentation, targeting and positioning the product for competitive advantage. (Food exportation Association of the Midwest the States and Food export USA, 2011). In international marketing, it may sometimes be useful to see countries as segments. Country aim segmentation may be through on levels such as geographybased on the whimsey that neighboring countries and countries with a particular type of climate or terrain tend to share similarities, demographics or income. (Pernerm, 2012).Income segmentation can be a microprocessor chip tricky. This is because relative prices between the U.S. and Canada may differ significantly. This is based upon purchasing mogul parity that measures which undischargedly affects the relative cost of imported and domestically produced products. decent execution of these procedures requires quality research and consultation from export assistance providers, export service providers and customers in the foreign market. (Food Export Association of the Midwest USA and Food Export USA, 2011). The Marketing mix and the 4 Ps are the controllable elements of business. (Food Export Association of the Midwest USA and Food Export USA, 2011). For instance a company has control over what product it makes, what price it sells the product for, how it wishes to place (distribute) the product and how it wishes to promote it. Introducing new products is a very good way of achieving differentiation and enhancing a retail identity in an over-subscribed retail market, but without corporate support new products may fail or go unnoticed. Because I want to expand Peter Pan, Peanut Butter to Canadian markets I need to perform an environmental analysis at the beginning of the marketing process as well as throughout it. policy-making and Legal forces, Economic forces, Socio-cultural forces and Technological forces are known as PEST factors of the mi cro-environment. An examination of Canadas political orientation course and environment is part of the preliminary screening stage of market select. (Zekiri & Angelova, 2011). I have to carefully study Canadas judicature structure of the Canadian markets and their political system. In addition, I must perform efficient risk assessments because of high levels of uncertainty in terms of continuity of government policies, changing political philosophies that are evident in Canadian markets. Political risk factors are divided into 4 levels, general instability, expropriation, operations, and finance. If any of the levels uncovers risk, which may be deemed unacceptable, the firm should immediately reconsider conducting business within Canada. Barriers of entry will also have to be assessed because it can also be a factor that could possibly make it difficult to break into Canadian markets. Tariff and non-tariff barriers make companies already in the market more valuable as they redu ce the risk of new competition. (Zekiri & Angelova, 2011).These entry barriers are imposed by governments in order to protect domestic industry or to ensure that companies entering from foreign markets conform to trade relations arrangements with other countries. (Zekiri & Angelova, 2011). Barriers to exit are obstacles to market players who understand that they will not go a profit and would like to quit the market. (Zekiri & Angelova, 2011). From an economic perspective, it makes sense to produce and sell an additional unit of product or service if the revenue generated covers at least for the inconsistent costs. (Zekiri & Angelova, 2011). Another important variable to consider because of impacts that court of equity decisions may have upon a companys globalization attempts is its judicial environment. ConAgra could face a vast amount of problems in my efforts to develop a successful strategy. Understanding the legal environment of target countries is considered of great vastness in terms of market selection, due to the detrimental impacts court of police decisions related to issues such as foreign exchange rates, expropriation and intellectual dimension rights, jurisdiction, patents, trademarks, licensing, antitrust and bribery, etc. (Zekiri & Angelova, 2011).I will also have to pay close attention to the economic development and performance of Canada. Canadas stage of economic growth will have a great impact in my foreign strategies. Economic growth affects a countries placement towards foreign business activity, the demand for goods and the distribution system found within the country. (Zekiri & Angelova, 2011). So, a study of the economic climate is important especially to gain understanding with regard to developing countries and secondly in enjoy to market potential and market growth. (Zekiri & Angelova, 2011). The existing level of economic development allows the firm to estimate the degree of market potential as well a s allowing them to prepare for economic shifts and emerging markets. (Zekiri & Angelova, 2011). ConAgras direct competitors of packaged foods in the U.S.are the H.J. Heinz Company, Mondelez International, Nestl, Tyson Foods, and Smithfield foods. International competitors are Gordon signature, GFS, Markon, and Trade East. Many Canadian brands believe very strongly in marketing that its more than simply a service offering.They believe that it starts with a clear understanding of demographics and competitive landscape. Canadian brand managers are experienced, senior level professionals with combined sales and marketing backgrounds across an impressive range of tier-one companies within their industry. But as with most marketers ConAgras team has built together with and individually, vast extended networks of highly specialized and talented marketers. As ComAgras landscape continues to change, they are committed to learning, understanding and working in new environments in order to ensure they reach the highest potential for all of their principals. Peanut butter is in 90 percent of households and most families with kids consider it a staple and kid-friendly food. (Ashman & Beckley, 2006). If you were to ask many people to name their favourite(a) brand of peanut butter you may get a few different answers such as Skippy, Jif and Peter Pan.The product largest consumer base comes from families with children, preschools and K-12 schools. art object todays harried parents can choose from an array of prepacked lunch options, the classic PB&J remains as convenient as it is healthy and tasty. (Gidman, 2009). This besotteds that the three major peanut butter brandsplus several smaller oneswill have to prosecute successful branding to secure a place in the American lunch box. (Gidmanm, 2009). Manufactures are responding to consumers hectic lifestyles by creating packaging that assists convenience. Peanut butter comes in squeezable packages, with jelly and as a premade sandwich. (Ashman & Beckley, 2006). In Peter Pans advertising campaigns from the 1950s they showcased Youngsters Prefer Peter Pan Peanut Butter within their ad.The advertisement influenced sires shopping for their children by using a charming little blonde haired boy enjoying a piece of bread covered with peanut butter because the advertising billet knew that showcasing a motherly figure or a mother, would get the mother to associate that child with a child of her own. They also printed the advertisement using calm colors that allowed the viewer of the ad to think relaxing thoughts. grave marketing ethics affect organizational success. Ethics are the principals a person or department uses when making a decision. The truth is, the advertising ad can be a little misleading because just because that little boy in the ad likes that peanut butter, this doesnt mean that every little child will like it. Misleading advertising is a common ethical dilemma. Although regulation provides formal boundaries of what an advertisement can and cannot say, marketers must consider the ethical boundaries. (Okely, 2009).Ethical behavior by the marketing department will make the department and even the company a more attractive place to work as the companys good reputation will transfer to its employees. Motivated, proud employees will improve performance. (Okely, 2009). Bad marketing ethics will destroy a good reputations which is arguably much harder to build than sales numbers. (Okely, 2009). Marketing plans are significant to marketing managers in providing a more structured approach in marketing products to foreign markets.Market managers specialize in targeting different separate of a customer base to increase demand for a companys product or matches customers and different market segments to the products the firm produces. contradictory marketing is a very broad subject is importance to a country and to individual companies. I have examined the broader aspec ts of international trade in terms of difficulties encountered when barter I foreign markets including how countries are structured in terms of their economic development and some of the worlds trading blocks. Many problems have also been considered from a companys stand and in each of the elements of the marketing mix are considered in turn in the context of how it should be manipulated when dealing in foreign markets.ReferencesAngelova, J., & Zekiri, B. (2011). Factors that influence entry mode choice in foreign markets. European Journal of Social Sciences, 22(4), 572-584. Retrieved from http//www.eurojournals.com/EJSS_22_4_12.pdfAshmanm, H., & Beckly, J. (2006, January 7). Educating consumers about peanut butter. Retrieved from http//www.foodprocessing.com/articles/2006/258.html Food Export Association of the Midwest USA and Food Export USA, (2012). Compete and keep abreast in the international marketplace The export marketing mix. Retrieved from http//www.foodexport.org /GettingStarted/Content.cfm?ItemNumber=1288 Gidman, J. (2009, January 19). Peanut Butter brands go nuts. Retrieved from http//www.brandchannel.com/features_effect.asp?pf_id=460 Okely, L. (2009, June 26). Common ethical dilemmas faced by marketing departments. http//www.helium.com/items/1496496-ethical-issues-faced-by-marketers Perner, L. Ph.D. (2012). USC marshall International marketing. Retrieved from http//www.consumerpsychologist.com/international_marketing.html Wegrzyn, N. (2011, December 20). The consumer value equation. Retrieved from http//popsop.com/52197