Background Information

In the first time we will see the current situation of Ontario Rutabaga Council in order to understand the marketing strategy.

For the past 20 years, rutabaga consumption per capita was declining in New England and growers were reducing their acreage or leaving the industry.

They have two main market targets, Canada and United States, but they used their promotional budget mainly in United States.

ORC chose for the Rutabaga’s promotion, to use different medias, like ads, press, release of radio, and TV video or video for high school family science teachers.

Problem Statement

As I said before, ORC notes a decline of consumer consumption.
Then, people have inappropriate knowledge about the product and a bad perception of its.
Finally, inefficiency of distribution’s channel

SWOT Analysis

* Strenght
Product loyalty of current users: indeed, over 80percent of all current users indicated that they were using rutabagas just as often as or more often than five years ago.
Ontario Rutabagas are considered superior: because of the better quality and the low price. Indeed, there is no tariff on rutabagas, so Ontario rutabaga can compete with those from United States.

* Weaknesses
Unpopular image: Rutabagas are considered by the most consumers as an ordinary everyday dish. Moreover a lot of people judge the product by external appearance, and many felt that spot on the exterior of the Rutabaga indicated inferior quality. Then, people don’t know how to cook them, and they felt that rutabagas are generally too large for the size of their families.
Distribution: almost all purchases are made in supermarkets, but most consumers felt that Rutabagas were seldom featured items at their stores; they are not conveniently located, nor attractively displayed, and frequently not available at their stores.
Limited budget: they have small budget that varied from year to year. For example last year they had 60 000$ and two