19. Canadian market may not accept 479° products as quickly as American consumersStrategy and Implementation <br />We have already established the place we wish to initially promote 479° Popcorn’s products; we have yet to determine effective price, promotion and distributions strategies. Accurate pricing, promotion and distribution techniques will make implementation of 479°’s products successful. The most effective way to establish pricing, promotion and distribution methods is to focus on 479°’s strengths and opportunities while minimizing weaknesses and threats. <br />Distribution <br />479° Popcorn’s current distribution patterns involve online sales and in store sales through connections they have developed with a variety of retail partners in the United States. These retail partners are different in every state and appear to be local businesses. If 479° Popcorn sold its products with a nation-wide franchise it may increase customer recognition and loyalty; this should be one focal point in penetrating the Canadian popcorn market. <br />If 479° Popcorn wishes to have successful sales in Canada it needs to develop customer recognition. Since there is already brand loyalty developed to current popcorn brands that are easily available, 479° Popcorn should still be available for purchase through its website but we should also attempt to sell the product to Canadian-Wide retailers. This would make 479° products easily available. It is harder to increase customer loyalty when a consumer is forced to search for the product. <br />Price<br />The current pricing for 479° popcorn products is $5 for 1.6 oz. However many of 479° popcorn products are pre-packaged in groups of 5 and cost $33 and up. <br />Promotion & Sales Strategy<br /> Students:<br />Students usually do not have large disposable incomes and therefore the current price of 479° Popcorn’s products would be too expensive. Since changing the overall price of 479°’s products is not realistic we need to consider offering a student discount. A student discount would be the best way to attract this target market to 479° Popcorn. <br />To advertise effectively to student’s posters and flyers could be posted and distributed at the universities. Online advertising could also be effective provided that it is easily seen on student frequent sites.<br /> Professionals:<br />479° Popcorn already advertises on its website “Corporate Gifts.” This advertising would remain effective in Canada as well. In order to influence professionals to visit 479°’s website online advertising would be effective as well as brochures or flyers in professional building lobbies. <br />Families:<br />Families generally focus on spending time together. Movie nights with popcorn are the obvious angle to promote. Effective promotion to families would be through print advertising such as magazines, newspapers or through television. Since we are just focusing on Halifax for the time being the expense of television advertising should be saved until 479° can sell its products through large franchisers. The benefits of healthy foods are being increasingly well known, so advertising 479°’s organic benefits would be beneficial in integrating the family market. <br />Since Halifax is not an extremely large city 479° popcorn could start by employing one or two sales people to promote its products in the area. The sales people would be responsible for distribution of all the print advertising as well as negotiating sales opportunities with retailers. The expenses occurred by 479° would consist of: Sales staff wages and any accommodation/travel expenses as well as printing and supply materials.<br /> <br />Management Summary<br />Jean Arnold, Founded 479° popcorn on September 2008 in a San Francisco kitchen with the help of her husband. Before starting 479° popcorn, she worked at Le Cordon Bleu in London, England where she came upon the discovery that 479° degrees Fahrenheit is the optimal temperature for popping corn. “I knew immediately that this would be the name of my popcorn company, because it reflects the careful attention to detail that I work so hard to incorporate into every single element of the business.”<br />Jean developed a keen appreciation for the culinary arts at a young age. During her formative years, she was exposed to many different food cultures having lived in three different continents and developed a highly discerning palate. With a zeal for traveling and cooking, Jean moved to Europe from NYC at the age of nineteen. She attended Cambridge University and earned a certificate at Le Cordon Bleu in London. After several years, Jean decided to return to the States and move to San Francisco. <br />Over the years, their San Francisco dinner parties became sought-after events as Jean became more committed than ever to finding the finest ingredients on the market and preparing the most unique dishes. After more than a decade in the business world, Jean decided that her obsession needed a larger outlet. As a result, 479° Popcorn was born, partly out of enthusiasm for her favourite snack and partly out of the frustration that she couldn't find anything to meet her exacting standards. <br />Financial Plan<br />See Exhibit Four<br />Appendix<br />Exhibits<br />Exhibit One: Export Snack Food Breakdown<br />Exhibit Two: Market Shares<br />Exhibit Three: Competitors Packaging<br />Orville Redenbacher Smart Pop 94% Fat Free ButterCharlie’s Truffle PopcornNewman’s Own Organics Pops Corn Light Butter<br />Pop SecretAct II<br />Exhibit Four: Financial Analysis <br />Schedule for monthly raw materials purchases : Kinds: QuantityPrice Total Caramel Collection 100$52$5,200Comfort Collection 100$46$4,600International Collection 100$49$4,900 Total quantity: 300 Total cost:$14,700Sales Schedule for Caramel Collection (monthly) : Kinds: SizeQuantityPrice Total Caramel Collection L400$8.99$3,596 M500$6.99$3,495 S800$4.99$3,992Totals 1700 Total cost:$11,083Sales Schedule for Comfort Collection (monthly) : Kinds: SizeQuantityPrice Total Comfort Collection L400$8.99$3,596 M500$6.99$3,495 S800$4.99$3,992Totals 1700 Total cost:$11,083Sales Schedule for International Collection (monthly) : Kinds: SizeQuantityPrice Total International Collection L400$8.99$3,596 M500$6.99$3,495 S800$4.99$3,992Totals 1700 Total cost:$11,083Total Monthly Sales : Kinds: SizeQuantityPrice Total Caramel Collection L1700$8.99$15,283Comfort CollectionM1700$6.99$11,883International CollectionS1700$4.99$8,483Totals 5100 Total cost:$35,649479° Pop Corn Income Statement (budgeted)Month ended Jan. 2011Revenues :Sales$35,649Less: Cost of goods sold -14,600Gross net income:21,049Expenses:Rent -1000Insurance -250Salaries exp. -5040Utilities-300Supplies-500-7090Income before tax :13,959HST 15%2093.85Net income $ 11,865 <br />References<br />1) Household breakdowns<br />http://www4.hrsdc.gc.ca/.3ndic.1t.4r@-eng.jsp?iid=37<br />2) Export Stats<br />http://www.allbusiness.com/retail-trade/food-beverage-stores-specialty-food/632754-1.html<br />3) Canadian Snack Industry-Government Website<br />http://www4.agr.gc.ca/AAFC-AAC/display-afficher.do?id=1172692863066&lang=eng<br />4) Halifax Population <br />http://foundlocally.com/halifax/local/Info-CityInfo.htm<br />5)479° Popcorn, by Laura Neilson posted on the website www.coolhunting.com in February 09.<br />6) 479° Popcorn’s website:<br /> www.479popcorn.com<br />