Module 1: Consumers & Customers – Satisfying Both
Understand Consumers
- Identify food trends
- Market segmentation
- Finding information about consumers
- Defining your target market
Understand customers
- Explore the eco-system (Direct, online, retail, drug, specialty stores, meal kits, food service, ingredient supplier)
- Research business priorities of customers
- Distinguish formats
- Explore departments
Anglais
Online workshop 3.5 hours
Module 3: Building Relationships with Customers
Getting on the Shelf: Building Relationships with Customers
Store visit virtually
- Making the most of the opportunity
- Building relationships at retail
- Figuring out what works
- Store tour (videos and photos)
Working with retailers
- Building a sales plan
- Explore trade spend (listing fees ads, loyalty, POS, demos)
- Getting your product listed • How to increase your price
- Communicating effectively
- Handling problems and issues
Anglais
Online workshop - 3.5 hours
Module 4: Winning in Retail
Channel partners
- Finding a broker
- Finding a distributor
- Working with a broker
- Working with a distributor
- Logistics
Considerations to grow your business
- Co-packing
- Discuss national brands vs. control label
- Illustrating great brands and why they are great
- Packaging
- Mastering trade shows (in person and virtual)
Anglais
Online workshop - 3.5 hours
Module 5: Getting off the Shelf: Consumer Marketing
Branding and differentiation
- Telling your story
- Exploring power of claims
- Defining your Point of Differentiation
- Assess Buy local and buy Canadian Marketing and selling in a new environment
Mastering virtual customer meetings
- Sampling remotely
- Social media
- Develop your online community
- Explore marketing spend (social media, mass media, PR)
- Build a promotion plan
Anglais
Online workshop - 3.5 hours
