Marketing Mix & Complete Plan Essay Example | Topics and Well Written Essays - 1500 words

Marketing Mix & Complete Plan - Essay Example Introduction Consumption of healthy food is an important aspect of staying health and controlling major diseases such as diabetes, high blood pressure, dental problem among other lifestyle related diseases. Many people have been enlightened and are avoiding unhealthy foods. In Canadians are fond of tasty desserts like cakes and ice creams but their major concern is the problems caused by high level sugar consumption especially diabetes and tooth cavity. It is estimated that about 9 million people have diabetic related health complication with at least 20 new diagnoses per hour (Canadian Diabetes Association n.d.). As a result of this, various desert and Ice Cream Company have shifted to use of other sweeteners but most of them have side effects. Xylitol is a sweetener from plant materials with less calories and glucose as compared to sugar thus preventing tooth decay and lowering amount of blood sugar Michelle, A. (n.d.). This paper will critically analyze a Canadian dessert company in regard to their xylitol based products, their target market, positioning, market segmentation and the four elements of market mix. Components of marketing mix Marketing mix comprises various activities undertaken by an organization that is targeting to produce products for a specific group of people (module- 5 n.d.). For instance the Canadian dessert company target urban resident who are aged between twenty years and fifty years who work in various sectors. This is a group of people who are energetic, self-assured, inquisitive, and adventuresome, like socializing and are also healthy conscious. The company then strategizes on providing the customers preferred products, at an appropriate price and distribution channels (Owomoyela, Olasunkanmi and Oyeniyi 2013). The company is also able to reach the target group through marketing and advertising (module-5 n.d.). A good strategy should ensure that the company satisfies the target customers while still meeting its objectives (Owomoye la, Olasunkanmi and Oyeniyi 2013). Product development Product is the most important element of marketing mix plan that a company offer to is target customers and must have unique characteristics that distinguish it from its competitors. Characteristics such as brand name, superiority, freshness, and contents, taste, appearances, wrapping, and writings influences the customers decisions(Owomoyela, Olasunkanmi and Oyeniyi 2013). In Canada, the major prevailing health problem and is attributed to uptake of products containing high sugar content is diabetes and tooth cavity. Most people are worried about these problems are careful about sugar content of their foods. Most companies are tapping into this by providing products that contain alternative sweeteners such as Xylitol. One such company is Montreal, Which is Xylitol- based dessert company that produces ice cream and cakes. The company will offer different range of cakes and ice cream that fit their customers’ needs to eat delicious desserts with lower quantities of sugar. These products will help to boost its competitive advantages compared to other dessert houses that offer similar products but has high sugar content or use other alternative sweeteners that have side effects. The Montreal Company will conduct extensive market research in order to produce quality products for its target customer. According to