SALES AND MARKETING STRATEGIES

Market Segmentation :
Market segmentation for the organization has been dispersed in the accompanying
manners to better comprehend the necessities and needs of the client.

1. Category Segmentation :

Category Segmentation is viewed as perhaps the main part of market segmentation as it

has permitted our organization to comprehend the patterns of the market and has
permitted us to dissect the necessities and requirements of our clients on the lookout.
Now, talking about dessert, it is commonly the sweet course that finishes up supper in
the way of life of numerous countries, especially Western culture. There is a wide
assortment of desserts in western societies, including cakes, cookies, biscuits, pastries,
chocolate bars, ice creams, pies, puddings, and candies. Fruits are likewise ordinarily
found in dessert courses due to their natural sweetness.
The frozen desserts market in the United States was valued at USD 52.82 billion in 2020
and is predicted to grow to USD 56.97 billion in 2021.
2. Geographic Segmentation :

United States holds the largest market share for desserts in the North American
continent. The frozen dessert market in the United States is predicted to increase
significantly due to rising demand for frozen desserts among the millennial population.

In the pie chart above, the United States has the highest market share (47%) and Canada
has a (23%) portion of the North American Confectionery market, while Mexico and the
Rest of North America have (15%) each.

Implementation of Marketing & Sales Strategies :

To become successful in dominating the confectionery market in the United States, our
company will adopt these measures to boost brand loyalty and market share.

1. By developing a good pricing strategy for Nanaimo bars to compete in the market.
2. By developing a better branding strategies.
3. By improvising our promotional activities.
4. By creating a buzz about our product in the target market through the usage of social media
and digital marketing in terms of promoting.
5. By creating engaging and informative advertising for consumers to view and understand our
Nanaimo bar.
6. By doing Corporate Social Responsibilities to build our goodwill in the target market.
7. By partnering with big retail chains and supermarkets.
8. By doing mergers with Hotels, Restaurants & Cafes.
Product Positioning :
Our brand will utilize the Differentiation product positioning strategy to build its product
image in the overall industry in the United States. Since our product is remarkable and
costs lower than the competitors present in the US market utilizing this strategy would
assist us with separating our product and increase our overall revenue. This would
likewise build the brand picture and loyalty of the product which will upgrade the worth
of our image in the United States. Product Differentiation strategy focuses more on the
client's necessities and prerequisites which is reflected in the packaging, advertising, and
quality of the product. Carrying out this strategy will foster the input system of our
product which would assist our organization with adjusting our product to the necessities
of the client and thus would expand our deals and net revenue.

Marketing Mix

1. Experience
Our bars are sugar-free and come in all sorts of tastes, including almonds, chocolate, and
coconut, and are designed to set us apart from the competition in the United States. Our
product contains Stevia, an artificial sweetener that decreases the health risks associated
with the sugar found in chocolate bars. Our brand has solved the primary issue with the
bar market by developing a new product that tackles health issues while also retaining
the flavour of chocolate bars. To build a relationship with our consumers, we have set up
product giveaways and gift cards that may be redeemed by the consumer.

2. Everyplace
Our firm has an efficient distribution system in place to ensure that our product reaches
all of our customers. We are a firm that has established its roots in Canada and is now
looking forward to expanding our consumer base in the United States, which is North
America's largest consumer of confectionery. We intend to get control of the American
market since our product is distinct from the rest of the competitors in America. We will
collaborate closely with all of our suppliers, distributors, retail outlets, supermarkets,
and, most importantly, our customers to achieve this aim. To execute our sales and
marketing strategies, our firm would target all convenience stores, grocery stores, movie
theatres, and restaurants.
3. Exchange :
Loyal customers who purchase our goods on a regular basis would be rewarded with free
product giveaways and gift vouchers in order to generate any amount of goodwill among
our customer base and develop trust between the consumers and our firm. This exchange
programme will only allow consumers who are devoted to our brand and product to
participate in events that may provide them with our items, cash, and a huge number of
redeeming points that can be used to purchase any product at a convenience or grocery
shop. This will enable us to boost our brand image while also attracting new people to
test our goods.

4. Evangelism :
Because the confectionery sector is very competitive in the American market, we would
devote a substantial portion of our resources to advertising our product, which would
result in increased sales and income. To promote and advertise our goods in the target
market, our firm will use both conventional and new approaches. Because our product is
healthful and tackles the issue of excessive sugar in bars, we would conduct surveys for
individuals who feel better after using our Nanaimo bars and could utilise these surveys
as client testimonials to build popularity among people in the US. We will also advertise
our product on university and college campuses, where many students will be able to
sample it for the first time. We would employ these promotional techniques to entice
customers and demonstrate the benefits of utilising the product. Implementing these
promotional techniques would aid in the development of our brand image and might lead
to increased consumer loyalty.

E-Commerce :
According to eMarketer's most recent e-commerce growth projection, worldwide e-
commerce sales will reach 16% of total sales in 2020. This is a 19% gain. We will make
a top-to-bottom entry among consumers who will be contacted through convenience
stores and grocery stores & bakeries. The product will be distributed through advertising
it at fast food restaurants and local grocery stores by offering free samples. Furthermore,
a large concentration of these online channels, along with hotels and food stores, in
developing economies such as China, the United Kingdom, and India is expected to
create new roadways in the coming few years.

references
North America Confectionery Market | Growth | Trends | Forecasts. (n.d.). Mordor Intelligence. Retrieved July

30, 2021, from https://www.mordorintelligence.com/industry-reports/north-america-confectionery-

market

U.S. Frozen Desserts Market Size & Share Report, 2021–2028. (n.d.). Grand View Research. Retrieved July 30,

2021, from https://www.grandviewresearch.com/industry-analysis/us-frozen-desserts-market