1. International Marketing: MKTG638-1102-01 Instructor: Joe Melle Group 1 Project Prepared by Denise Mengler, Raeann Billey, Natalie Jankie, Kristen Smith, Largo Wall & André Marks

2. Introduction … Williams Gourmet Coffee is looking to expand into the Canadian marketplace with a new Certified Organic Fair Trade brand 63% of Canadians over the age of 18 drink coffee on a daily basis Coffee is the #1 beverage in Canada Source: Coffee Association of Canada 2003 Survey

3. Introduction The company’s Canadian brand will be centered around Certified Organic Fair Trade coffee Organic Fair Trade coffee benefits the consumer, the farmer, his family, workers, the community, and the environment Canadians prefer Fair Trade coffee Source: Coffee Association of Canada, 2003.

4. Creating a Brand Name

5. Creating a brand name

7. The advertising message Scene One Imagine a :30 TV commercial of children working in the bush like slaves and out from nowhere a tiger jumps out and drags a child or two away into the darkness of the night as the TV screen goes black… Scene Two The sun rises from the dark setting and we are in the home of a Canadian couple who slips on a cup of “getwired” organic fair trade coffee in their home. There facial expressions show that they understand what that slip did for them and a child somewhere around the world…

8. The advertising message Scene Three Children from an under develop country are setting in a classroom with smiles on their faces because they are allowed to be children and receive a quality education because Canadian consumers were “wired into” the personal and world benefits of drinking our new “getwired” Organic Fair Trade coffee brand. Scene Four Concludes with “Get it from your local grocery store today or “getwired.com”. Logo and tagline “Wired! The taste that revolves around the world”

9. The process of developing the message The Five M’s Mission Message Media Continued on the next slide…

10. The process of developing the message The Five M’s continued… Money Measurement

11. The media plan MediaFormat# of impressions # of spotsTotal impressions CPMTotal Cost TV:30100,00018018,000,000$50$900,000 Digital:30300,000360108,000,000$10$1,080,000 PrintHalf Page 100,000 households 90 ads9,000,000$750 per ad $67,500 You Tube:30Viral……00 Facebooksocialnetworking……00 Linked Insocialnetworking……00 Total630 +135,000,000 + $2,430,000 Reach: 87 % of adults 18 -65 Frequency: 7 times each Flight: 90 day launch period

12. Conclusion Our new brand is intertwined with our reputation and we care about what consumers think, feel, taste and hear about our brand. “Wired! The taste that revolves around the world”

13. References Bean Business Basics, a Bellissimo Coffee InforGroup Publication. (2011). Developing a coffee shop marketing plan. Retrieved June 9, 2011. www.expresso101.comwww.expresso101.com Business Link.gov. (n.d.). Branding: the basics. Retrieved on June 6, 2011 from http://www.businesslink.gov.uk/bdotg/action/detail?itemId= 1073790776&type=RESOURCES CAC.com. (2003). Canadian coffee drinking study. Retrieved May 19, 2011, http://www.coffeeassoc.com/coffeeincanada.htmhttp://www.coffeeassoc.com/coffeeincanada.htm Kotler, P. (2003). Marketing Insights from A to Z. Hoboken, NJ: John Wiley & Sons, Inc

14. Cont’d References Smith, K.(2011). How to Create a New Brand Name. Retrieved on June 9, 2011 from https://campus.ctuonline.edu/pages/MainFrame.aspx?ContentFr ame=/default.aspx https://campus.ctuonline.edu/pages/MainFrame