Reference no: EM133279965

You have been hired as the new Marketing Director. You need to quickly learn about Miller's operations and its competitive environment. You will apply your knowledge of conducting assessments to determine how Miller's should launch a new product. Plant-based meat products are growing in awareness across North America. While this product is not meat, it is being positioned as a meat alternative. In this way, the product is a competitor to Miller Meats core butcher/meats business. But it could bring new customers to the store

What should Miller's marketing strategy be for the plant-based meat craze? Remember that this is a relatively small, local chain so you should focus on Winnipeg and not international trends. Specifically, you need to answer the following areas:

Diagnosis: Describe the types of information that you need to gather (you do not have to gather any actual data) to determine how you should position Miller's Meats in an ad campaign. You do NOT have to gather the information.

Marketing Strategy: Describe the marketing strategy you need to use. What is the strategy required to achieve an objective of a successful launch of plant-based meats being profitable within six months?

Tactics: What is the key message that you want to deliver based on the strategy? Why are you saying this and how is it a benefit to customers? Remember your existing and core customers.