Toppits

torontoExecutive Summary The marketing challenge before Toppits Foods Ltd. is to create a comprehensive marketing strategy to accomplish several corporate objectives, in the coming year, which include increasing profits, maximizing their products’ listing productivity, and promoting awareness of their product while ensuring that customers are repeatedly purchasing the product. The company has before it a couple of important decisions to make for the future of its business. These include considering the possibility of switching product suppliers from Israel to China, begin selling to mass-merchandizing stores like Wal-Mart and the ability to select a new, or alter their current, target market of women aged 25-54. Toppits Foods Ltd. should implement the following recommendations that would assist them in achieving their corporate goals for next year: • Continue to pursue targeting women aged 25-54 and not students or young professionals aged 18-25. • Toppits should not sell to mass-merchandizing companies like Wal-Mart but rather should continue pursuing grocery stores and target more warehouse stores like Costco and Sam’s Club. • Toppits should not change suppliers from Israel to China. • Toppits should research and develop a diverse product base in cubes. After making operational adjustments to maximize returns on their new operations Toppits should implement the following key marketing strategies: • Toppits should increase their wholesale price by 20% to increase their unit contribution and increase profitability. • Toppits should create new recipes using the cubes and have them published in magazines like Chatelaine and Canadian Home and Living. • Displays to be attached to freezers should be created that will advertise competitive advantages to consumers of cubes versus competition. • Toppits should implement a 2-phase coupon strategy that will not only introduce consumers to products but will encourage the purchase of several different varieties of the cubes