1. If You Fail to Plan, You Plan to Fail
Market Planning
If You Fail to Plan, You Plan to Fail
Presented by Gregory Connell, President & CEO
Nurture Atlantic Inc., NS & NB

2. About Nurture Atlantic
Who We Are
Experienced professionals in consumer products
Servicing food, beverage and health clients
Working in various areas of supply chain in Atlantic Canada
Offices in New Brunswick and Nova Scotia

3. About Nurture Atlantic
What We Do
Focus on Creating & Cultivating Consumer Products
Offer Strategy & Advisory Services
Business & Market Development
Value & Product Development
Design & Brand Development

4. Market Planning A Roadmap to Success Situation Analysis
Challenges & Opportunities
Goals & Objectives
Strategy
Action

5. Situation Analysis Research – What You Need to Know
Market size, market area
Consumer trends
Consumer demographics
Taste, variety
Packaging, merchandising
Environment
Competitors, pricing
Retail & wholesale trends
Direct store delivery, wholesale

6. Situation Analysis Research – Sources
Online - web, blogs, social media
Retail - farm markets, supermarkets
Food service - restaurants
Supply chain - wholesalers retail & food service
Sampling - consumers, wholesalers
Test markets - farm markets, local stores
Surveys - consumers, wholesalers,
Focus groups - consumers, employees
Third party - industry, other

7. Challenges & Opportunities
Getting Past the Roadblocks
Limited market size?
Market location?
Changing consumer demographics?
New or improved product?
Taste & variety options?
Unique packaging? Innovation?
Merchandising limitations?
Environmental consideration?
Competitor pricing?
Distribution?

8. Objectives Where to Go Market Area - local, national, export
Target Market - demographic type
Product - size, flavour, package type
Price Point - $3.09 or $2.99
Retail - farm market, supermarkets, food service
Distribution - direct store delivery (DSD) and/or wholesale
Timelines - Year 1, Year 2, Year 3
Revenue - Year 1, Year 2, Year 3

9. Strategy How to Get There Market Area - determine where
Target Market - focus on chosen demographic
Product - create product plan
Price Point - determine price point
Media - types of media
Retail - phase in process
Distribution - direct store delivery (DSD) and/or wholesale

10. Action Plan The Tool Box Sell Sheets - design & print
Packaging - design & print
Media - development
Web - development or update
Sampling - support tools
Promotion - activities
Budgets - determine cost
Schedule - create timelines

11. Recap The Steps to Success Situation Analysis
Challenges & Opportunities
Objectives
Strategy
Action

12. Marketing Plan Share with Stakeholders! Cover page Introduction
Situation Analysis
Challenges & Opportunities
Objectives
Strategy
Action
Summary

13. If You Fail to Plan, You Plan to Fail
Market Planning
If You Fail to Plan, You Plan to Fail
Presented by Gregory Connell, President & CEO
Nurture Atlantic Inc., NS & NB