Marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

Posted by Zander Henry on Aug-22-2018

1. The vision of Atikameksheng First Nation Maps Maple Syrup and Mining

The vision of Atikameksheng First Nation Maps Maple Syrup and Mining is to be the leading quality service and product provider for customers. Being the best and the leading player means that Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Atikameksheng First Nation Maps Maple Syrup and Mining

Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy is grounded in its mission. The mission for Atikameksheng First Nation Maps Maple Syrup and Mining is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Atikameksheng First Nation Maps Maple Syrup and Mining

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining. The knowledge of brand equity will help in shaping Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy effectively – thereby facilitating the growth of business for Atikameksheng First Nation Maps Maple Syrup and Mining.

3.1. Brand awareness

• Atikameksheng First Nation Maps Maple Syrup and Mining has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Atikameksheng First Nation Maps Maple Syrup and Mining has modified marketing and strategic directives and plans

3.2. Brand association

• Atikameksheng First Nation Maps Maple Syrup and Mining is directly associated with the brand name and product category
• Atikameksheng First Nation Maps Maple Syrup and Mining has a broad product portfolio
• Atikameksheng First Nation Maps Maple Syrup and Mining is associated with promising and delivering quality and innovative products
• Atikameksheng First Nation Maps Maple Syrup and Mining is also associated with excellent customer service

3.3. Brand loyalty

• Atikameksheng First Nation Maps Maple Syrup and Mining has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Atikameksheng First Nation Maps Maple Syrup and Mining has a global customer base
• Atikameksheng First Nation Maps Maple Syrup and Mining keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Atikameksheng First Nation Maps Maple Syrup and Mining has a substantial brand value
• Atikameksheng First Nation Maps Maple Syrup and Mining also enjoys the high financial worth
• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on building a reliable and robust employee base

3.5. Brand element

• Atikameksheng First Nation Maps Maple Syrup and Mining uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Atikameksheng First Nation Maps Maple Syrup and Mining

The situational analysis will help in developing the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Atikameksheng First Nation Maps Maple Syrup and Mining.

4.1. SWOT

4.1.1. Strengths

Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Atikameksheng First Nation Maps Maple Syrup and Mining faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Atikameksheng First Nation Maps Maple Syrup and Mining has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Atikameksheng First Nation Maps Maple Syrup and Mining faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Atikameksheng First Nation Maps Maple Syrup and Mining operates I markets with political stability
• Atikameksheng First Nation Maps Maple Syrup and Mining has funding support from the government for small businesses

4.2.2. Economic

• Atikameksheng First Nation Maps Maple Syrup and Mining enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Atikameksheng First Nation Maps Maple Syrup and Mining
• Low inflation strengthens the financial position of Atikameksheng First Nation Maps Maple Syrup and Mining

4.2.3. Social

• Higher education and awareness increases sales of Atikameksheng First Nation Maps Maple Syrup and Mining predict
• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Atikameksheng First Nation Maps Maple Syrup and Mining has an active CSR program
• Atikameksheng First Nation Maps Maple Syrup and Mining ensures environmental safety in all its operations

4.2.5. Legal

• Atikameksheng First Nation Maps Maple Syrup and Mining is aware of local and global laws of business and human resource management
• Atikameksheng First Nation Maps Maple Syrup and Mining abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Atikameksheng First Nation Maps Maple Syrup and Mining: The Marketing Strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Atikameksheng First Nation Maps Maple Syrup and Mining brand and products by 30%
• Increase sales for Atikameksheng First Nation Maps Maple Syrup and Mining by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Atikameksheng First Nation Maps Maple Syrup and Mining during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Atikameksheng First Nation Maps Maple Syrup and Mining

Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Atikameksheng First Nation Maps Maple Syrup and Mining has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Atikameksheng First Nation Maps Maple Syrup and Mining has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Atikameksheng First Nation Maps Maple Syrup and Mining, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Atikameksheng First Nation Maps Maple Syrup and Mining consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Atikameksheng First Nation Maps Maple Syrup and Mining consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Atikameksheng First Nation Maps Maple Syrup and Mining has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Atikameksheng First Nation Maps Maple Syrup and Mining remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Atikameksheng First Nation Maps Maple Syrup and Mining, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Atikameksheng First Nation Maps Maple Syrup and Mining are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Atikameksheng First Nation Maps Maple Syrup and Mining Positioning of Atikameksheng First Nation Maps Maple Syrup and Mining

The marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Atikameksheng First Nation Maps Maple Syrup and Mining is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Atikameksheng First Nation Maps Maple Syrup and Mining focuses on quality control

7.2. Mass marketing

• The marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Atikameksheng First Nation Maps Maple Syrup and Mining makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Atikameksheng First Nation Maps Maple Syrup and Mining does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Atikameksheng First Nation Maps Maple Syrup and Mining also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Atikameksheng First Nation Maps Maple Syrup and Mining has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Atikameksheng First Nation Maps Maple Syrup and Mining has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

The marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining stands out from the clutter and competition. Atikameksheng First Nation Maps Maple Syrup and Mining has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Atikameksheng First Nation Maps Maple Syrup and Mining has utilized:

8.1. Cost-effectiveness

• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on reaching consumers effectively rather than grandeur
• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Atikameksheng First Nation Maps Maple Syrup and Mining has in-house copywriters for marketing campaigns which also helps in controlling costs
• Atikameksheng First Nation Maps Maple Syrup and Mining also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Atikameksheng First Nation Maps Maple Syrup and Mining has stayed updated with latest developments in marketing research and marketing knowledge
• Atikameksheng First Nation Maps Maple Syrup and Mining makes use of new and innovative tactics to reach its target consumers
• Atikameksheng First Nation Maps Maple Syrup and Mining also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Atikameksheng First Nation Maps Maple Syrup and Mining is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy is strongly grounded in consumer and market research
• Atikameksheng First Nation Maps Maple Syrup and Mining makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Atikameksheng First Nation Maps Maple Syrup and Mining also incorporates consumer feedback in its marketing strategy
• Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Atikameksheng First Nation Maps Maple Syrup and Mining
• In addition to fulfilling functional needs, Atikameksheng First Nation Maps Maple Syrup and Mining also tries to fulfil the emotional and psychological needs of the consumer
• Atikameksheng First Nation Maps Maple Syrup and Mining tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Atikameksheng First Nation Maps Maple Syrup and Mining makes use of intensive distribution strategy because it is mass marketing
• Atikameksheng First Nation Maps Maple Syrup and Mining’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Atikameksheng First Nation Maps Maple Syrup and Mining tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Atikameksheng First Nation Maps Maple Syrup and Mining uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Atikameksheng First Nation Maps Maple Syrup and Mining also makes use of modern retailing channels
• Also, Atikameksheng First Nation Maps Maple Syrup and Mining makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Atikameksheng First Nation Maps Maple Syrup and Mining to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Atikameksheng First Nation Maps Maple Syrup and Mining does not have a subsidiary
• In these offshore locations, Atikameksheng First Nation Maps Maple Syrup and Mining largely works through the export model
• This makes use of several intermediaries in between, before the product by Atikameksheng First Nation Maps Maple Syrup and Mining reaches the target consumers
• Intermediaries for Atikameksheng First Nation Maps Maple Syrup and Mining include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Atikameksheng First Nation Maps Maple Syrup and Mining makes use of selective distribution channel
• Atikameksheng First Nation Maps Maple Syrup and Mining has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Atikameksheng First Nation Maps Maple Syrup and Mining has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

The industry in which Atikameksheng First Nation Maps Maple Syrup and Mining operates is very responsive to market and consumer trends. Atikameksheng First Nation Maps Maple Syrup and Mining, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Atikameksheng First Nation Maps Maple Syrup and Mining competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Atikameksheng First Nation Maps Maple Syrup and Mining also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Atikameksheng First Nation Maps Maple Syrup and Mining experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Atikameksheng First Nation Maps Maple Syrup and Mining

The marketing mix for Atikameksheng First Nation Maps Maple Syrup and Mining as per the marketing strategy is the following:

11.1. Product

• Atikameksheng First Nation Maps Maple Syrup and Mining has a broad product portfolio
• Atikameksheng First Nation Maps Maple Syrup and Mining provides mass marketed products for all segments across the market undifferentiated
• Atikameksheng First Nation Maps Maple Syrup and Mining also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Atikameksheng First Nation Maps Maple Syrup and Mining maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Atikameksheng First Nation Maps Maple Syrup and Mining wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Atikameksheng First Nation Maps Maple Syrup and Mining also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Atikameksheng First Nation Maps Maple Syrup and Mining also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Atikameksheng First Nation Maps Maple Syrup and Mining prices its products so that its target consumers can afford it easily
• Atikameksheng First Nation Maps Maple Syrup and Mining uses relative pricing strategy for its products
• The price of Atikameksheng First Nation Maps Maple Syrup and Mining’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Atikameksheng First Nation Maps Maple Syrup and Mining has a high budget allocated towards marketing activities
• The Atikameksheng First Nation Maps Maple Syrup and Mining invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Atikameksheng First Nation Maps Maple Syrup and Mining marketing strategy to cap costs and expenses
• Atikameksheng First Nation Maps Maple Syrup and Mining also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Atikameksheng First Nation Maps Maple Syrup and Mining also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Atikameksheng First Nation Maps Maple Syrup and Mining has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Atikameksheng First Nation Maps Maple Syrup and Mining hires without discrimination
• Atikameksheng First Nation Maps Maple Syrup and Mining ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Atikameksheng First Nation Maps Maple Syrup and Mining focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Atikameksheng First Nation Maps Maple Syrup and Mining - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Atikameksheng First Nation Maps Maple Syrup and Mining are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Atikameksheng First Nation Maps Maple Syrup and Mining

11.7. Physical evidence

• The physical evidence for Atikameksheng First Nation Maps Maple Syrup and Mining includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Atikameksheng First Nation Maps Maple Syrup and Mining, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Atikameksheng First Nation Maps Maple Syrup and Mining is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Atikameksheng First Nation Maps Maple Syrup and Mining for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Atikameksheng First Nation Maps Maple Syrup and Mining interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Atikameksheng First Nation Maps Maple Syrup and Mining also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Atikameksheng First Nation Maps Maple Syrup and Mining brand

13. Monitoring and evaluation of the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining

13.1. Changes in sales

• Atikameksheng First Nation Maps Maple Syrup and Mining regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining
• Sometimes, Atikameksheng First Nation Maps Maple Syrup and Mining experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Atikameksheng First Nation Maps Maple Syrup and Mining frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Atikameksheng First Nation Maps Maple Syrup and Mining to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining can also be seen through the revenue and profit growth
• Return on investment allows Atikameksheng First Nation Maps Maple Syrup and Mining to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Atikameksheng First Nation Maps Maple Syrup and Mining are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Atikameksheng First Nation Maps Maple Syrup and Mining