1.How has Loblaw chosen to segment their market? Choose at least two ways and explain why you believe these are correct.

2.Using terms discussed in class and in the text, describe the strategy by which Loblaw's is growing their market. Explain your reasoning.

3.What marketing philosophy do you believe Loblaw is using? Explain your reasoning.

4.If you as a consumer were considering PC plant-based products, outline your information search process. Explain why you have chosen these search methods.

5.Describe a minimum of two influences that could affect theconsumer buying decision when purchasing plant-based products. Explain your reasoning.

Loblaw expands private label offering with a plant-based product rollout

Many stores across Canada have been launching plant-based products lately and Canadians are loving it. Now, another major Canadian chain is following suit. President's Choice has now released new plant-based products that will be sold in grocery stores across the country.

Recently, fast food chains have been getting in on the plant-based trend, such as A&W with their Beyond Meat burgers and Tim Hortons with their new Beyond Meat breakfast menu. Now, Canadians have a new plant-based alternative they can choose from that is available in grocery stores.

Launched in 2019, PC Plant Based is made up of more than 80 products including these latest additions:

• PC Plant Based Cultured Oat Yogurt Alternative
• PC Plant Based Sour Cream Alternative
• PC Plant Based Beefless Ground

"When discovering and developing new products, our goal is always to provide our customers choice in the grocery aisle," said Kathlyne Ross, vice-president of product development and innovation at Loblaw Companies Limited, in a press release.

The products launch is being supported with a media relations push that includes a survey of Canadian attitudes toward plant-based alternatives. Nearly half (49%) of Canadians are interested in trying plant-based alternatives, but many (48%) are concerned about taste.

The brand has been working to redefine this perception, launching an advertising campaign in January 2020 called "Nothing to Fear." The "Nothing to Fear" campaign launched during last week's Golden Globes telecast and highlights two products: Chickenless Breaded Strips, and Original Cheesecake-Style Dessert. The former, featured in the campaign's anchor spot, was selected on the basis of its "wide mass appeal," says Kevin Andrews, Director of Marketing at Lobloaw. "We know that Canadians are always looking for convenient ways to get dinner on the table, and the Chickenless breaded strips are the perfect way to do that." The campaign by Toronto agency John St. underlines one of Canadians' key reasons for avoiding plant-based products: a fear of how they will taste or how easy they are to prepare. "We looked at the research and understood that there's definitely an appetite to try these products, but there's some apprehension around them," says Andrews.

Future marketing around the Plant-Based line is expected to focus on seasonal products, with Andrews identifying the Undeniable Burger as one of the products that will receive additional promotion once summer barbecue season draws near. "One of the great things about the PC brand is that when we bring these products to market there's a sense of trust that we've done the work to make they meet the quality standards that they expect."

But it gets even better! These plant-based products will be offered for affordable prices, so there's no reason not to try them. For instance, the pack of burgers will cost $9.98, and you'll get four patties, which mean each burger will only cost you around $2.50.

"Canadians are curious about plant-based foods and searching for realistic meat and dairy alternatives that taste great. Our extensive line of plant-based products is the solution," said Ross. So if you're looking to have a plant-based meal tonight, you know which grocery store to hit up.