New Distribution Opportunities available for Bon Vivant Organic Gourmet Brand Jeremiah LaPlante Kaplan University MT219 Marketing 12/5/2014
Bon Vivant Organic Gourmet offerings Bon Vivant is a subsidiary of the mother corporation ZMX Global. Bon Vivant product line has been on the market for a few years and recently introduced an organic line of frozen meals ZMX Global is a international distributor of fine foods to restaurants, retailers and others Bon Vivant mission is to expand the culinary pallet of Bon Vivant customers by being the leading provider of exceptional frozen gourmet products. This is a new product line that ZMX can use to expand their influence into retailers gaining more grocer shelf space Higher price point allows for more profits for both ZMX and their partner resellers Offering gourmet high quality ingredients and using recipes of famous chefs will increase the visibility and viability of this new product line for resellers Many consumers want more organic products and search them out, and having a frozen style meal in a organic form will help resellers with their customer request
Business Customer Category The main business partner for the Bon Vivant Gourmet product line would be first the distributors like CoreMark distributing who deliver and sell similar products to local retailers like Grocers, restaurants, and convenient stores. Another strategic partner would be to leverage the existing customer base for the current Bon Vivant frozen product. I.e. Wal-Mart, Target, Albertsons, Safeway, Costco, etc. Using the leverage of the existing sales avenues will be the best bet for the introduction of the organic products, since there is already an established customer base, that can be expanded on.
Internet Marketing Set up a social media account to promote the Organic Gourmet line Start targeted marketing to gain support from people googling organic products Run advertising on social media and through Google for coupons to get customer support, and influence resellers to carry the items Do campaigns to the existing resellers to promote the new organic products Set up hyperlinks from current resellers to direct customers to the view the new product line and gain support Co-advertise with current resellers with coupons to help influence product purchases.
Product classification Frozen dinners manufacturing Frozen food and freezer meal plan providers frozen foods, packaged
References Lamb, Eric. MKTG, 7th Edition. Cengage Learning, VitalBook file. Retrieved from; 114http://online.vitalsource.com/books/ /id/P NAICS Search Results. (n.d.). Retrieved December 6, 2014, from