Walker-Winkle Mills, Ltd. Marketing Strategies
Valerie Boudreau is a marketing manager at Walker-Winkle Mills Ltd, a Canadian subsidiary of a large, international, U.S based consumer packaged food company. Boudreau is being urged to approve creation of a separate marketing plan for Quebec; however, if a separate marketing plan is created, this would mean a major policy change for the company that has been currently attempting to move towards a global marketing strategy. The Canadian markets of Quebec and Ontario account for a large portion of the Canadian sales due to their successful introduction of new products and have increased since Boudreau took over as marketing manager, but in the past two years, sales have slowed in the Quebec market.
Boudreau meets regularly with product managers to discuss changing environments in local markets that affect marketing plans, and one of the product managers, Jackie Provence, believed that sales have slowed in Quebec due to …show more content…
present strategy is a combined target market approach which combines two or more submarkets. In this case, Quebec, Toronto, and Ontario are the submarkets as well as other cities in Canada and they have been combined into one target market (Canada) with one marketing strategy (Canada wide-planning). The company is also using a form of mass marketing by treating Canada as basically similar when in reality, the Quebec market is more distinct than the other submarkets. They also use superficial target-marketing with advertisements in French translated from English. The marketing mix for Walker-Winkle Mills includes product lines such as cake mixes, puddings, pie fillings, pancakes, prepared foods, and frozen dinners (product); retailers such as supermarkets and independent specialty stores with a channel of distribution in Toronto (place); and English and French advertisements (promotion). The price is not specified but it was suggested that they have issues with discount
Valerie Boudreau is a marketing manager at Walker-Winkle Mills Ltd, a Canadian subsidiary of a large, international, U.S based consumer packaged food company. Boudreau is being urged to approve creation of a separate marketing plan for Quebec; however, if a separate marketing plan is created, this would mean a major policy change for the company that has been currently attempting to move towards a global marketing strategy. The Canadian markets of Quebec and Ontario account for a large portion of the Canadian sales due to their successful introduction of new products and have increased since Boudreau took over as marketing manager, but in the past two years, sales have slowed in the Quebec market.
Boudreau meets regularly with product managers to discuss changing environments in local markets that affect marketing plans, and one of the product managers, Jackie Provence, believed that sales have slowed in Quebec due to …show more content…
present strategy is a combined target market approach which combines two or more submarkets. In this case, Quebec, Toronto, and Ontario are the submarkets as well as other cities in Canada and they have been combined into one target market (Canada) with one marketing strategy (Canada wide-planning). The company is also using a form of mass marketing by treating Canada as basically similar when in reality, the Quebec market is more distinct than the other submarkets. They also use superficial target-marketing with advertisements in French translated from English. The marketing mix for Walker-Winkle Mills includes product lines such as cake mixes, puddings, pie fillings, pancakes, prepared foods, and frozen dinners (product); retailers such as supermarkets and independent specialty stores with a channel of distribution in Toronto (place); and English and French advertisements (promotion). The price is not specified but it was suggested that they have issues with discount