DECACER MAPLE SYRUP Professor Name W Tim G

DECACER MAPLE SYRUP Professor Name: W. Tim G. Richardson Student Name: Maximillian Neudorf ，Steven Fusco， Sutharshan，Yi. Li Li Course Code: MRK 460 NMT Date: Apr 9, 2018 1

OUR MISSION Decacer’s mission is to promote maple products as the healthy and sophisticated alternative to traditional sugar. 2

GO GLOBAL To further expand develop Decacer. A decision has been made to optimize on the health and fitness global trend, and go global. Through intensive research and analysis, We have decided to strategically enter into Australia as the primary target market. Though the distance is great the consumer behaviors profiles are similar to the Canadian. 3

OBJECTIVE & GOAL To share the love for maple globally so they too can benefit from the natural healthy benefits that also satisfies sweet cravings Our objective is to enter into the China food market by Q 3 of 2019. We plan to achieve 20% of the sweetener market by the end of the year. Through and integrated marketing plan that targets health conscious millennials 4

MARKET ANALYSIS ● 125 types of maple which for the most part hail from Asia, North America, Europe and North Africa. ● Advantages of maple removes incorporates vitamins, polyphenols, sodium, manganese, potassium and others. ● Majority of the maple extricates originates from Canada region of Quebec. ● The changing taste and flavor inclinations of the customers are likewise anticipated that would improve the market growth ● Maple syrup is broadly utilized as fixings for different pastry shop items 高品質の製品 5

MARKET RESEARCH Problem Making people aware that Maple syrup by Decacer could actually be used as a substitute for sugar Situation Set up more than one distribution channel. Retail superstores, restaurants, coffee shops Data Canadian Maple syrup exported to AISA， Japan is the second largest importer after the U. S. of maple syrup and maple-related products in the world with imports of US$26. 6 M in 2015. 6

CUSTOMER ANALYSIS Women Age 28 -45 years Mothers of children under the age of 18 Health Recognize Maple is a healthier choice as sweetener for baking and other meal preparations. Behavior’s Buy as an immediate need. Consumers typically choose their variety of maple based on the grade of the maple syrup. 7

COMPETITORS PRODUCTS Jakeman’s maple syrup was a company that won the blind tastetesting contest in both 2004 and 2010. Jakeman’s has been in the market since 1876 and produced from Ontario farms. 8

COMPETITORS PRODUCTS Queen Pure Maple Syrup is produced in Quebec. This company only sell its maple syrup in one size and one type of glass container. The product is harvested from wild Canadian maple tree. 9

COMPETITORS PRODUCTS Aunt Jemima is a wellestablished pancake syrup company. Pancake syrup has a similar appearance as Maple syrup but they contain different ingredients. Pancake syrup is from corn syrup. 10

S. W. O. T ANALYSIS High Quality Production Capacity All natural and authentic products Decacer ensures on - time delivery with their services provided for their clients. Local warehouse A variety of ways to us Maple syrup Decacer represents honesty and integrity with customers Caters different services to a variety of businesses in Canada TRENGTHS 11

S. W. O. T ANALYSIS EAKNESSES Lack of brand recognition Decacer was introduced to the market in Quebec. Introducing it in the China market can be challenging. Cost Prices may vary in different locations. Especially when business transactions are involved. Allowing the firm to spend more to achieve its goals. 12

S. W. O. T ANALYSIS PPORTUNITIES Trends Healthy food trends Quality and premium foods industry Replace white sugar as a traditional sweetener 13

S. W. O. T ANALYSIS Cultural HREATS White sugar remains sweetener of choice Other companies producing similar products internationally Regulations Laws affecting business and product distribution. 14

TARGET MARKET Research Millennial Population Behavior's Alternative Mindset 15

POSITIONING Our goal is to have Decacer Maple products as the number one choice in the minds of consumers when deciding on a sweetener for their food needs. We desire for our target audience to explore the other possibilities for maple outside of breakfast foods. We want them to have Decacer Maple products as a regular shopping good equivalent to white sugar. By doing this we will be positioning the Decacer brand, so that it can have a unique impression 16

4 P MARKETING MIX PRODUCT An authentic high quality maple syrup Made with all natural and no artificial Flavours are added to the product. PLACE Decacer’s product will be disturbed In local grocery stores throughout the country Decacer is known to for its 4 different Canadian maple syrup PRICE Focusing on the market demand. The price set for a Decacer’s maple syrup is $ 4 above the Canadian dollar. . PROMOTION Promoting the product through several different platforms , so the product can be exposed to the market and introduced to consumers who are in love with Maple syrup. Social media, Coupons and tv 17

ETHICS & LEGAL Suppliers Our products are kept to the highest standards, to ensure our suppliers are always getting the best quality Substitutes Other forms of sweeteners/sugars and maple syrup brands Potential Entrants Any other small artisan maple syrup makers Buyers Retail stores as well as small local businesses or food markets 18

MARKET PENETRATION Favorability Offer the best nutritional facts & price Consideration Users may not want to buy our products because of the price Service fees May be encountered by tariffs, or a bad harvest season Awareness Social media campaigns to engage our customers Conversion We will convert consumers by offering a much healthier product Loyalty Create communication between the customer 19

IMPLEMENTATION RELATIONSHIP & NETWORK BUILDING PLAN& ANALYSIS Understand Australia’s trends and logistical resources. Understand importing laws and regulations. Consumer habits and preferences. 2018 Connect with leading and reliable logitics management companies that are true to the Decaer brand values. 2019 Q 1 2019 Q 3 MARKET PENETRATION Commence Integrated marketing plan with a strong concentration in the urban market. Utilize all possible avenues for exposure. 20

GEOGRAPH Y • Majority of sugar maples suitable for producing maple syrup are in Ontario and Quebec. • Weather on the coast could be problematic 21

Weather • The maple tapping season has been growing shorter due to global warming. • The transition between winter to summer has become shorter • Sugar maples towards New England because the growing conditions are better than in Ontario or Quebec. • With the introduction of new insects from different countries, they can harm the sugar maples. • Asian longhorned beetles a similar situation could occur if a foreign species of bug migrated to Ontario or Quebec. 22

CONTINGENCY PLANNING • Decacer Maple covers there health benefits on a web page on their site • They are prepared in case of anyone accusing them to have unhealthy or harmful ingredients • Prepared and already have a defense against any potential attacks or threats they may happen to stumble upon 23

24

WORK CITATION Government of Canada. "Maple Products in Japan. " Agriculture and Agri-Food Canada; Government of Canada. N. p. , 08 June 2016. Web. 08 Apr. 2018. 25