Company Identification:

My company is Chapmans:

A Canadian company called Chapman's produces frozen desserts and ice cream. Its main office is in Markham, Ontario, where it was established in 1973. The portfolio of Chapmans includes more than 500 items, such as ice cream, sherbet, frozen yoghurt, ices, and novelty items. Products from the company are offered in Canada's supermarkets, mass merchandisers, convenience stores, and gas stations.

Mission Statement

"To be Canada's preferred frozen dessert brand by delighting consumers with excellent goods and outstanding value," reads Chapman's mission statement.

The goals of Chapman are to increase sales and market share as well as to keep innovating and enhancing its offering.

Important Part:

We have decided to introduce a new product in a market where our business does not operate. Our new offering is an artificial-free, all-natural ice cream substitute that uses genuine fruit as its main ingredient. We appeal to clients who are looking for a tasty, guilt-free delight but are also health-conscious.

Regrading Our new product in Chapman I need the following parts:

1.Executive Summary: A 1-page summary of your entire report. This is not an introduction - it contains all the important information in your report, and is meant to be read by senior executive of your firm (so they will fully understand the basics of the strategy without having to read all the details). I have to write 1-3 sentences about each of the following sections. Remember, you want to be passionate - the CEO should be really excited about the launch of this new product after reading your dynamic executive summary! Also, please note that an executive summary (although it comes at the beginning of the report) should be written last as its key elements come from the different parts of the Marketing Strategy. And of course, the information provided to the CEO in this summary should be consistent with what is provided in the different sections.

2.Target Market: Describe your target market. Remember there is more to a description than just demographics. Give a full description of your target market so it will be very useful when defining your marketing mix strategies (product, pricing, place and promotion). Identity all of the bases you used to segment the market and identify the attributes under each base.

3.Product: Describe the entire new product. Use marketing terms from the textbook where possible. The description should include the following (as applicable): product attributes/features, customer benefits from the product, quality level, branding, logo, packaging, labelling, fit with existing lines, accessories, installation, instructions, warranty.

4.Promotion: Describe the role or task of promotion for your product. Describe how (which promotional elements) (again use the new terms you have learned) you will use to communicate your new product to the target (and to the distribution/channel members if appropriate). Describe in detail at least one of your promotional activities (i.e. your first TV, magazine, internet ad or a sales promotion).

5.Place: Describe how you will get your product to your end customer (your distribution strategy). Are you going to distribute your product directly or indirectly? If indirect, which intermediaries will you use? Will you have dual channels? NAME THE CHANNELS YOU WILL BE USING. Are there any new product factors to consider with regard to logistics that you must acknowledge in your distribution strategy for this product (i.e. if it is frozen and the firm's other products are all refrigerated or shelf stable)Price What will your pricing strategy be? Why? What will be your manufacturer's suggested retail price (MSRP)? What price will the retailers pay you? What price will the wholesalers pay (if you are using them)? Explain your logic when outlining your strategy?

6.Price: What will your pricing strategy be? Why? What will be your manufacturer's suggested retail price (MSRP)? What price will the retailers pay you? What price will the wholesalers pay (if you are using them)? Explain your logic when outlining your strategy.

7.Positioning and Perceptual Map: PROVIDE a positioning statement which clearly identifies why potential customers should choose your product over your competitors. Create a perceptual map (this can be hand drawn and scanned into the report) which shows how your product compares to at MINIMUM three of its nearest competitors on the 2 most important attributes. Make sure you clearly identify these competitive products and their current positioning.

8.Overall Business-like presentation: Overall look, spelling, punctuation, grammar, effective use of bullet points, headings, bolded or underlined, short concise paragraphs and use of tables, graphs, table of contents, etc.

"Need help with Citations that must be done in-text as well as a works cited page"