Marketing is considered the most important function in any business. Marketing is an essential department, since it success is directly related to sales level. You covered different marketing techniques and strategies while studying at Lambton College. You will utilize this knowledge to analyze a marketing situation and develop appropriate advertising recommendations and sales promotion strategies. Smart Food Company is well-established retailer in the grocery industry. The company specializes in distributing nuts, and dried fruits. Recently the company incorporated advanced technologies in its supply chain. So instead of offering normal delivery the company now offers, digitally tracked delivery, with accuracy up to 10 meters. The company also, provides vital information about its products. For example, if you order Walnuts from the company, you get an individual code, which shows the Walnuts origin and the amount of nutrients in each batch. The code also enables you to see the specific farm from which the Walnuts originate. These features are not available at competing companies. You are working as a marketing manager with "Smart Food Company", you are assigned the task to market these new products. You sit down and sum-up the following information about the products: The advanced technological features enable clients to better manage their orders. The advanced features will enable consumers to invest in their communities and to "Buy Local", i.e. a Windsor, ON client could buy products, which originate from Windsor, ON and help the community grow and thrive. The products are environmentally friendly. Products are derived from sustainable farming. Pricing is 90% above competitors' prices. Annual average nuts consumption per capita is 4 lbs. You also analyze the marketing situation, and realize the following: Factor Demographics Key points Target market is all ages. Total population is 25 Million. Everybody eats nuts at a certain point. 20% of the population are middle class. Factor Competition Key points This is a unique product no direct competitions. Competition from traditional retailers. Competition from low-cost low-quality retailers (inferior goods). Competitors will eventually adapt this technology, but no public plans were announced by competitors to do so. Factor Social and Cultural Key points Nuts are considered healthy food and enjoy positive publicity. Most of the population is trying to stay healthy and eat healthy. Factor Economic Key points The economy is expected to stay stable. The economy is in the growth phase You are required to analyze the marketing situation and develop a sales promotion strategy, along with appropriate advertising. Your strategy should include the following A unique selling proposition. A promotion strategy that combines at least two push strategies, and two pull strategies? Evaluation: Identifying the unique selling proposition ? Designing a promotion strategy ? Using at least two push strategies as a part of the promotion strategy ? Using at least two pull strategies as a part of the promotion strategy ? Creative advertising strategy should be one of the pull strategies