X-Culture Challenge

MY BETTER BATCH
TEAM-297
 Table of Content

1. Executive Summary………………………………………………………………...…2
2. Section 1: The Market………………………………………………………………... 4
● Industry and Competition Analysis
○ Overview
○ SWOT Analysis
○ PEST Analysis
● New Market Selection and Analysis
○ Canadian Market Analysis
○ CAGE Analysis
○ Target Consumers
3. Section 2: Operations Management………………………………………………… 10
● Market Entry Mode
● Product Ideas
● E-Commerce Strategy
● Legal and Trade Regulations
● Pricing Strategy
4. Section 3: Marketing Strategies…………………………………………………….. 16
● Identifying and Reaching Decision-Makers
● Marketing Channels and Distribution
● Message Development
● Marketing Materials Production
● Website Analysis and Optimization
● Promotional and Customer Engagement Strategies
5. Conclusion…………………………………………………………………………... 23
6. References…………………………………………………………………………... 24

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 Executive Summary

Overview:

My Better Batch operates in the ready-to-bake premium baking mix market, focusing on
convenience and high-quality, clean-label ingredients. It caters to busy individuals and
families looking for healthier, easy-to-make alternatives to traditional baking. This report
analyzes MBB’s market positioning, competitive landscape, operational strategies, and entry
plans into the Canadian market.

SWOT Analysis:

● Strengths: Premium ingredients, unique flavors, sustainability, and e-commerce

presence.
● Weaknesses: Limited product range, small-scale production, and higher pricing.
● Opportunities: Expanding gifting and e-commerce markets, retail partnerships, and
product line diversification.
● Threats: Established competitors, rising costs, and supply chain disruptions.

PEST Analysis:

● Political Factors: Food industry regulations, labeling requirements, trade policies.

● Economic Factors: Post-pandemic spending, inflation, income levels.
● Social Factors: Health consciousness, clean-label demand, environmental awareness.
● Technological Factors: E-commerce advancements, social media marketing, supply
chain tools.

Canadian Market Entry Strategy

Market Analysis:

My Better Batch is positioned as a premium brand in a $13.94 billion Canadian snacks

market, where cookies are a staple for 72% of consumers. The growing demand for
clean-label products offers MBB a significant opportunity. Direct competitors like Tate's
Bake Shop and Sweet Loren’s emphasize convenience, health, and unique product lines,
while established brands like Simple Mills dominate the premium space. MBB’s focus on
high-quality ingredients, sustainability, and direct consumer engagement uniquely positions it
to thrive.

Entry Mode:

My Better Batch can start with direct exports from the U.S., leveraging e-commerce and
partnerships with Canadian retailers like Loblaw and Sobeys. Initial distribution will focus on
regional warehouses to optimize supply chains. Long-term strategies include partnerships
with local distributors and potential local manufacturing once demand stabilizes.

Target Consumers:

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 1. Health-Conscious Millennials (25–40 years): Urban professionals seeking premium,
eco-friendly, and convenient baking solutions.
2. Busy Families: Middle-to-upper-income households desiring healthy snack options.
3. Young Adults: Budget-conscious students prioritizing convenience and quality.

Product and Pricing:

● Core Products: Expansion into seasonal flavors (e.g., Pumpkin Spice) and
pet-friendly cookie mixes.
● Pricing Strategy: Positioned between mass-market and specialty brands, with bulk
and subscription incentives.

Marketing and Operations:

Digital and Retail Channels:

● Digital Marketing: Leveraging Instagram, TikTok, and influencers for engagement.

Hashtags like #MyBetterBatchCanada encourages user-generated content.
● Retail Partnerships: Securing shelf space in premium grocery chains like Metro and
Sobeys.

E-commerce Models:

1. Direct-to-Consumer: Focused on a seamless user experience via My Better Batch’s

website.
2. Retail Platforms: Optimized listings on Amazon and Walmart.
3. Subscription Services: Monthly baking kits with exclusive perks for members.

Key Metrics:

● Consumer Engagement: Social media impressions and email open rates.

● Retail Placement: Partnerships with top Canadian grocery retailers.
● Revenue Growth: Both online and in-store sales metrics.

Final Recommendation:

Expanding into the Canadian market represents a pivotal growth opportunity for My Better
Batch to establish itself as a leading name in the premium baking mix segment. By
addressing the evolving preferences of Canadian consumers—emphasizing health, quality,
and convenience—My Better Batch can carve out a distinctive niche in a competitive
landscape. Through strategic partnerships, innovative marketing, and a robust operational
approach, My Better Batch can not only drive strong market penetration but also build lasting
relationships with a loyal customer base. This expansion aligns with My Better Batch's vision
of bringing high-quality, accessible baking solutions to homes, creating memorable
experiences one batch at a time.

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 Section 1: The Market: Product and Competition Analysis

1. Defining the Market:

● Product Category: MyBetterBatch is positioned in the ready-to-bake or premium

baking mix market, offering a niche product with a focus on quality ingredients and
convenience.
● Market Scope: This includes premium baking mixes, targeting consumers interested
in homemade baked goods but lacking the time or experience to bake from scratch.
● Target Customer Segment: Likely demographics include middle- to upper-income
individuals, busy professionals, parents, or anyone with limited baking skills seeking
convenience without compromising on taste and quality.

2. Customers and Competitors:

● Customers:
○ Individuals are interested in premium, natural, and easy-to-make baking
products.
○ Health-conscious consumers may prefer clean ingredients, possibly including
those following vegan, gluten-free, or organic diets.
○ Frequent shoppers in specialty grocery stores, health-focused stores, and
high-end supermarkets.
● Competitors:
○ Established Brands: Look for national and regional brands specializing in
baking mixes, such as Betty Crocker, Duncan Hines, Simple Mills, and Bob's
Red Mill.
○ Boutique and Specialty Brands: Smaller, premium brands offering organic,
gluten-free, or clean ingredient products. Competitors may include niche
brands like King Arthur Baking or Thrive Market’s brand.
○ Private Labels: Some large retailers may have private-label baking mixes in
the premium category.
● Some Direct Competitors:

1.) Tate’s bake shop

● They have gift basket/ party options on the first page of their website to entice
the consumer to buy in bulk.
● A nationally recognized brand with roots back to 1980 when it first opened.
● Their product line includes pies, cakes, brownies and other dessert bars.
● They are also in stores across the country with just simple pre-made and
packaged cookies waiting to be purchased for the consumer at a local grocery
store.
● Flavor mix on the cookies is very diverse from snickerdoodle all the way to
oatmeal raisin and salted caramel.
● Introduced gf options as well.

2.) Sweet Lorens

● Focused on producing high quality products with high quality ingredients.

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 ● Very health friendly including: No sugar substitutes, Plant-based, non GMO,
whole grain ingredients and Ingredients that are free of gluten, dairy, eggs, tree
nuts and peanuts.
● Owner had experience with cancer so she has connections with a certain niche
market of customers that may be more difficult to reach due to health
problems.
● Not only do they have their cookie dough but in 2023 they developed on shelf
in stores breakfast biscuits to further develop their product line and diversity.
● Loren’s also has a pivot product in a thin pizza crust that is sold as well,
something that is not seen from my better batch or Tate’s.

3. Methodology for Competitors' Product Analysis:

● Brands on Shelf: Research typical supermarkets or specialty stores to see which

brands are present, noting how prominently they're displayed.
● Flavor Profiles: Check if competitors emphasize classic flavors (chocolate chip,
peanut butter) or unique ones (salted caramel, matcha, or dark chocolate sea salt) that
appeal to health-conscious or adventurous consumers.
● Net Weight: Compare the product weight of MyBetterBatch with that of competitors.
Larger sizes may appeal to families, while smaller sizes might attract singles or small
households.
● Type of Retail Stores: Identify the types of stores carrying these brands (e.g., grocery
chains, organic stores, online platforms).
● Retail Prices: Note price points for comparable products to determine if
MyBetterBatch’s pricing aligns with consumer expectations for premium baking
mixes.
● Product Attributes: Evaluate attributes like ingredient quality (organic, non-GMO,
gluten-free), packaging (eco-friendly materials, resealable bags), and nutritional
claims (low sugar, high fiber).

4. Comparison of MyBetterBatch to Competitors:

● Flavor Differentiation: MyBetterBatch can differentiate through unique or seasonal

flavors that competitors lack, appealing to trend-driven consumers.
● Ingredient Quality: Highlight superior ingredients (organic, non-GMO, gluten-free),
if applicable, to set the product apart from traditional brands.
● Brand Image and Positioning: Position MyBetterBatch as a premium, artisanal
option that combines convenience with gourmet quality.
● Pricing Strategy: If MyBetterBatch is priced higher, justify this by emphasizing
quality ingredients and unique flavors or consider bundle deals to add perceived
value.
● Retail Channels: If focusing on premium placement, seek distribution through
high-end grocery stores or specialized online platforms where target customers shop
for gourmet and organic options.

SWOT ANALYSIS:

STRENGTHS WEAKNESSES

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 ● Premium quality ingredients ● Limited product range compared to
(all-natural, non-GMO) larger competitors
● Unique "quick-prep" concept (ready ● Regional brand recognition (primarily
in 20 minutes) Cleveland-based)
● Strong brand story and local ● Higher price points may limit market
recognition penetration
● Homemade taste with convenience ● Small production capacity as a startup
● Eye-catching, modern packaging ● Limited distribution channels
design ● Limited marketing budget
● A clear focus on sustainability ● Dependency on specific suppliers for
(eco-friendly packaging) premium ingredients
● Direct consumer engagement ● Limited shelf life due to natural
through social media ingredients
● Established e-commerce presence

OPPORTUNITIES THREATS

● Growing demand for premium ● Intense competition from established

baking products brands
● Expanding e-commerce market for ● Rising ingredient and shipping costs
food products ● Supply chain disruptions
● Rising consumer interest in ● Economic downturn affecting premium
clean-label products product spending
● Potential for national retail ● Changes in Consumer Health
expansion Preferences
● The growing gifting market for ● Copycat products from larger
baking products competitors
● Partnership possibilities with retail ● Regulatory changes in the food industry
chains ● Seasonal demand fluctuations
● International market expansion
potential
● New product line extensions
(brownies, cakes)

PEST ANALYSIS:

Political Factors Economic Factors

● FDA regulations for food products ● Post-pandemic consumer spending

● State-level food industry requirements patterns
● Labeling regulations for ingredients ● Rising inflation affecting ingredient
● Trade policies affecting ingredient costs
sourcing ● Disposable income levels in the
● Local business support initiatives target market
● Small business tax policies ● E-commerce market growth
● Food allergen regulations ● Retail sector performance
● Consumer protection laws ● Competition in the premium food

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 segment
● Labor market conditions
● Supply chain costs

Social Factors Technological Factors

● Growing interest in home banking ● E-commerce platform advancements

● Health consciousness trends ● Digital payment solutions
● Premium product preference ● Social media marketing tools
● Clean label demand ● Inventory management systems
● Gift-giving culture ● Production automation possibilities
● Social media influence on food trends ● Digital marketing analytics
● Work-from-home lifestyle changes ● Online customer service tools
● Environmental consciousness ● Supply chain tracking technology

New Market Selection and Analysis:

My Better Batch can try to enter Canada to expand its business. With its commitment to
using high-quality, simple ingredients, it aligns well with the Canadian cookie market trends
and is strategically positioned to cater to Canadian consumers’ preferences. The key factors
for this will be analyzed further.
1) Canadian Market Outlook:
As reported by Euromonitor International, the Canadian snacks market has an estimated
value of $13.94 billion USD and is set to register a CAGR of 3 per cent in the period 2024 to
2029. Cookies are a most consumed product by Canadian consumers where almost 72% of
Canadians eat them on a regular basis. In fact, the Canadian cookie market is expected to
increase by another $0.22 billion USD in the period 2021 to 2027.

Increasingly, clean label products are providing the market with new directions and
transformative effects whereby consumers are demanding products that are transparent, with
minimal ingredients, and of a naturally good quality. This is part of a larger movement toward
health and authenticity in food choices, specifically within the products of the bakery
industry. In Canada, artisan breads and baked goods are reported to have increased their sales
by an average of 3.5% from 2017 to 2021 with a similar growth expectation in the coming
years. These products are seen to be expedient in the Canadian market compared to mass
produced products which include high quality and sophistication as well as use conventional
styles of production. A notable increase in demand for digestible, gluten-free and healthy
focused cookies, among other options, has emerged, thereby fuelling this emerging demand.

This expansion of the market is also facilitated by economic development and enhancement
in disposable incomes enabling Canadians to show high intent.

2) Reasons for My Better Batch to Enter in Canada:

1. Consumer Preferences:
Canadian consumers are increasingly drawn to products that:
● Feature clean labels and simple ingredient
● Are crafted with high-quality components

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 ● Offer convenience and ease of preparation
● Deliver a homemade taste and feel
These preferences align with the current positioning and messaging of My Better Batch.
Further, My Better Batch can utilize its Non-GMO certification as a selling point in the
Canadian market because the Canadian consumers are increasingly moving towards clear
ingredients and healthy food options.

2. Similarities based on CAGE Analysis:

The US and Canada share many similarities in terms of their consumption patterns, offering
My Better Batch an opportunity to leverage these common preferences.

Cultural Administrative Geographic Economic

Similar Tastes and Both countries are The shared border Both US and
Preferences part of the USMCA, between the two Canada have high
which facilitates countries simplifies GDP per capita,
trade by reducing logistics and reduce indicating relatively
tariffs and transportation costs strong purchasing
simplifying customs power
processes

Canadians are generally Canada and US Canada’s Both markets have

slightly more share high food population is highly well-established
health-conscious, and safety standards concentrated in retail chains and
there’s a higher demand urban areas close to similar distribution
for organic, non-GMO, or the US border networks
reduced-sugar food
options

US and Canada share

many holidays (e.g.,
Christmas, Halloween,
Thanksgiving)

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 Canadians tend to shop at
large grocery chains which
is similar to the American
shopping experience

Although there are a lot of similarities, it would be important to demonstrate that My Batter
Batch understands the cultural nuances between the U.S. and Canada to build trust with
Canadian consumers authentically.
3) Target consumers in Canada:
a) Health-Conscious Millennials and Young Professionals

Demographics Behavioral Traits Psychographics Geographical

Age: 25-40 years Regularly seek out Strong focus on Concentrated in

Income Level: convenient, healthy wellness and balanced urban areas,
Middle to food options diets particularly cities
upper-middle Prefer clean labels Interested in like Toronto,
income and minimal supporting sustainable Vancouver, and
Family Status: processing in foods and transparent brands Montreal
Primarily singles
or young families Shop both online and Enjoy trying new food
offline, often trends and artisanal
influenced by social products that align
media and product with health values
reviews

b) Busy Families with Young Children

Demographics Behavioral Traits Psychographics Geographical

Age: 30-50 years Seek convenient, Interested in providing Spread across

Income Level: ready-to-eat snacks high-quality, healthy suburban areas
Middle-income to that are both tasty snacks for their
upper income and nutritious children
households
Family Status: Prefer brands that
Families with offer health-focused
young to teenage products without
children sacrificing taste

c) Health-Conscious Students and Young Adults

Demographics Behavioral Traits Psychographics Geographical

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 Age: 18-24 years Seek affordable and Prioritize products Concentrated near
Income Level: healthy snack options that offer convenience college campuses
Limited disposable for on-the-go and support their and urban areas
income, likely convenience active lifestyles
part-time
employment Highly active on Interested in health
Family Status: social media, often and wellness but
Primarily single or influenced by digital constrained by budget
in early-stage marketing and online
relationships reviews

Section 2: Operations Management

I. Market Entry Mode

Operations Strategy:
My Better Batch could initially start by exporting its products directly from the US
manufacturer to Canada, distributing through its website, Canadian retail, and e-commerce
channels. For this, they would have to set up small regional warehouse(s) in Canada where
they can store inventory of finished products based on the demand.
In the future, My Better Batch can try to enter into a partnership with the existing
distributor(s) and retailer(s) in the Canadian market so that they can leverage the resources,
capabilities, and experience of the existing player in the Canadian market. In the long run,
when the demand in the Canadian market is stable for My Better Batch cookies, they can set
up their manufacturing facility in Canada as well.
My Better batch will have to partner with:
A. Major Canadian grocery retailers and specialty stores leverage their strong networks,
giving immediate access to customers across Canada. Some organizations are:
1. Loblaw Companies Limited
● Description: Loblaw Companies is Canada’s largest food retailer, operating over
2,400 stores. The company owns various grocery and pharmacy brands, including No
Frills, Shoppers Drug Mart, and Joe Fresh. Loblaw focuses on providing everyday
products at competitive prices, emphasizing sustainability and community impact​.
● Contact:
○ General Inquiries: 1-888-495-5111
○ Address: 1 President's Choice Circle, Brampton, ON L6Y 5S5, Canada
2. Sobeys Inc.
● Description: Sobeys, owned by Empire Company Limited, is a national grocery chain
that operates several well-known banners, such as Safeway, IGA, and FreshCo. With
over 1,500 locations across Canada, Sobeys aims to support local communities
through fresh and affordable groceries, as well as ongoing sustainability and
health-focused initiatives.
● Contact:
○ Customer Service: 1-800-565-6461
○ Address: 115 King Street, Stellarton, NS B0K 1S0, Canada.
3. Walmart Canada

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 ● Description: Walmart Canada, a subsidiary of Walmart Inc., operates over 400 stores
across the country, offering a wide range of affordable groceries, electronics, and
household items. The company emphasizes low prices, e-commerce growth, and
community engagement through various charity initiatives.
● Contact:
○ Customer Service: 1-800-328-0402
○ Address: 1940 Argentia Road, Mississauga, ON L5N 1P9, Canada.
4. Costco Canada
● Description: Costco Canada, part of the global Costco Wholesale Corporation,
operates multiple warehouse clubs across Canada. Known for its bulk offerings and
membership model, Costco provides discounted groceries, electronics, and other
consumer goods, focusing on quality and value.
● Contact:
○ Customer Service: 1-800-463-3783
○ Address: 415 W. Hunt Club Rd., Ottawa, ON K2E 1C5, Canada.

B. Online platforms allow for easy access to customers nationwide without heavy
investment. Some organizations are:
● Amazon
● Walmart Canada
● Canadian Tire
● The Bay (Hudson’s Bay)
My Better Batch will have to ensure that there is no wastage of cookies across any parts of
the value chain so that they do not incur any additional costs on them.
My Better Batch will have to establish a robust after-sales service to promptly address
customer complaints and queries. Providing timely and efficient support will be essential to
maintaining customer satisfaction and loyalty in the new market.

II. Product Ideas:

● New Flavors: Creating new flavors of cookie mixes can help to gain traction in the
marketplace, as well as provide customers with a larger variety of products. This can
boost customer satisfaction by providing them with their favorite cookie flavors and
allowing them to create their own. Listed below are some of the most popular cookie
flavors that are not already available from My Better Batch:

○ Oatmeal Raisin
○ Gingersnaps
○ Snickerdoodle

● Seasonal Flavors: Having seasonal cookie mixes gives customers something to look
forward to throughout the year as the seasons change. My Better Batch can use this
strategy to create special flavors for every season and give families a fun activity to do
together. Some ideas could be:

○ Lemon or Key Lime Pie flavor cookie mixes for Spring

○ Coconut or Fruit flavor cookie mixes for Summer

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 ○ Pumpkin or Apple Cider flavor cookie mixes for Fall
○ Gingerbread or Peppermint flavor cookie mixes for Winter

● Pet-Friendly Cookie Mixes: An innovative and fun idea that My Better Batch can create
are pet-friendly cookie mixes. These cookies would include ingredients that are healthy
for dogs and cats and can be made easily. This is an exciting way to teach kids to help
take care of their pets by making them a safe delicious treat. These treats will also be
available in holiday themes as well.

● Other Products: Another way for My Better Batch to expand their variety of products is
by making other mixes of desserts. Many large companies provide more baking options
than just cookie mixes. My Better Batch can expand their horizon by creating other tasty
dessert mixes for families to make and enjoy. Popular examples include:

○ Brownies
○ Cakes
○ Macaroons
○ Banana Bread

III. E-Commerce Strategy:

1. E-commerce models for My Better Batch:

Now that My Better Batch seeks to target an extensive set of people and expand itself online,
these models shall be employed for them:
● B2C (Business to Consumer): The sales through direct own-brand websites would
indeed be quite a robust form of control over the brand and also over the customer
experience and all the data accumulated from it. This model does support direct
exposure to the consumer. Hence, it supports loyalty schemes, promotions tailored
toward specific campaigns, and possibilities of upgrading sales.
● B2B2C (Business to Business to Consumer)/Retailers: My Better Batch would be
able to reach much larger consumer bases through alliances with established retailers
such as Walmart or Amazon but with relatively much lesser investment in
infrastructure. These platforms carry credibility, especially if they already have
dedicated user bases interested in baking and kitchen products.
● Direct-to-Consumer Subscription (DTC Subscription): It can encourage repeated
sales where customers can have a continuous supply of baking mixes, which can help
in establishing customer loyalty and predictable revenues for My Better Batch. This
model can be used for consumers who make cookies regularly and in large batches.

2. Review and Leverage Existing Online Channels:

To review and leverage the existing online channels of My Better Batch, it needs to review its
digital touchpoints:
a) Company-owned Website: The design of the website must be user-friendly, and it
must be optimized to be fully responsive on a mobile platform. It is also supposed to
have an easy checkout process. A few major improvements may include easier
navigation, quick search, and linking customer support for order questions or FAQs.

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 b) Online Marketplaces: If My Better Batch is on Amazon or Walmart, the listings
should be optimized with high-quality images, rich descriptions, and great content to
emphasize unique selling points such as premium ingredients and non-GMO status.

c) Use Social Media Platforms: Leverage to drive direct sales through such features as
Instagram Shop; otherwise, use it to drive sales through promotions. Encourage
user-generated content; use influencers; and engage with content such as
demonstrating recipes to create customer interactions and brand loyalty.

3. Competitor Analysis:
We will have to do a competitor analysis for their E-Commerce strategy based on:

● Competitor Selling Online: This will require the identification of similar types of
clean, non-GMO, or premium ingredients from brands such as Bob's Red Mill, Simple
Mills, and newer start-ups that focus on clean-label baking. My Better Batch will have
to identify their type of products and positioning targeting which type of consumers.
● Functionality from competitors' websites: My Better Batch will have to assess the
UI/UX of competitors’ websites and look for the positioning and working of their
websites.
● Check online reviews: My Better Batch can look out for customer reviews of
competitors and accordingly position themselves online.
● Return/Refund Policies: Compare policies across brands to understand which are
more customer-centric. Easy return and clear refund policies may be one way to stand
out for a better customer experience by My Better Batch.

4. Promotional Tactics and Strategies:

Analysis of competitors' promotional strategies will help us to understand what is happening
in the market and what is expected by customers:
a) Discounts and Offers: We can provide first-time buyer discounts, seasonal offers, or
mix-and-match deals as these work great for acquiring new customers and buying in
bulk.
b) Loyalty Programs: We can include loyalty programs which is a point system after
frequent purchases or an annual membership with added benefits to the site.
c) Social Media Campaigns: Use social media for the sake of promotional offers. We
can provide special approaches (for example: limited time offers and flash sales) that
encourage sales.
d) Premium Pricing: We will have to Compare My Better Batch's price to that of
competitors and ensure that it reflects the perceived value from the customer because
it is perceived to be sold as a premium brand. This can be done by emphasizing points
such as convenience, exclusive flavors, or customizable mixing options.

6. Shipping and Fulfillment Analysis:

a) Free shipping: Does the competition offer free, and is there any minimum purchase
requirement? Perhaps you can give it to the customers on orders above a certain
amount that they will want as a reason to increase orders.
b) Shipping promotions: Some shipping promotions are used that are specific to
offering free shipping on the first order or even region-specific for instance. This can
make very good conversion drivers to use for first-time purchasers.

IV. Legal and Trade Regulations

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FDA List of consumables for humans:
Basically what is said is it is legal to have in food for human consumption with the guidelines
of the FDA…
1) Food additives include all substances not exempted by section 201(s) of the act, the
intended use of which results or may reasonably be expected to result, directly or
indirectly, either in their becoming a component of food or otherwise affecting the
characteristics of food. A material used in the production of containers and packages
is subject to the definition if it may reasonably be expected to become a component,
or to affect the characteristics, directly or indirectly, of food packed in the container.
"Affecting the characteristics of food" does not include such physical effects, as
protecting contents of packages, preserving shape, and preventing moisture loss. If
there is no migration of a packaging component from the package to the food, it does
not become a component of the food and thus is not a food additive. A substance that
does not become a component of food, but that is used, for example, in preparing an
ingredient of the food to give a different flavor, texture, or other characteristic in the
food, may be a food additive.
2) Uses of food additives not requiring a listing regulation. Use of a substance in a food
contact article (e.g., food-packaging or food-processing equipment) whereby the
substance migrates, or may reasonably be expected to migrate, into food at such levels
that the use has been exempted from regulation as a food additive under § 170.39, and
food contact substances used in accordance with a notification submitted under
section 409(h) of the act that is effective.
3) A food contact substance is any substance that is intended for use as a component of
materials used in manufacturing, packing, packaging, transporting, or holding food if
such use is not intended to have any technical effect in such food.
4) Common use in food means a substantial history of consumption of a substance for
food use by a significant number of consumers.
5) The word substance in the definition of the term "food additive" includes a food or
food component consisting of one or more ingredients.
6) Scientific procedures include the application of scientific data (including, as
appropriate, data from human, animal, analytical, or other scientific studies),
information, and methods, whether published or unpublished, as well as the
application of scientific principles, appropriate to establish the safety of a substance
under the conditions of its intended use.
7) Safe or safety means that there is a reasonable certainty in the minds of competent
scientists that the substance is not harmful under the conditions of its intended use. It
is impossible in the present state of scientific knowledge to establish with complete
certainty the absolute harmlessness of the use of any substance. Safety may be
determined by scientific procedures or by general recognition of safety. In
determining safety, the following factors shall be considered:
a) The probable consumption of the substance and of any substance formed in or
on food because of its use.
b) The cumulative effect of the substance in the diet, taking into account any
chemically or pharmacologically related substance or substances in such diet.
c) Safety factors which, in the opinion of experts qualified by scientific training
and experience to evaluate the safety of food and food ingredients, are
generally recognized as appropriate.
8) The term nonperishable processed food means any processed food not subject to rapid
decay or deterioration that would render it unfit for consumption. Examples are flour,

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 sugar, cereals, packaged cookies, and crackers. Not included are hermetically sealed
foods or manufactured dairy products and other processed foods requiring refrigeration.
9) General recognition of safety shall be in accordance with § 170.30.

V. Pricing Strategy:

1. Base Fixed Price Structure:

● Premium positioning slightly above mass-market cookie mixes
● Suggested retail price range: $7.99-8.99 per mix package
● This positions MyBetterBatch as a premium but accessible option between
standard box mixes ($3-4) and specialty/gourmet mixes ($12+)
2. Bulk Pricing Incentives:
● Buy 3 Get 10% Off
● Buy 6 Get 15% Off
● This encourages larger purchases while maintaining healthy margins
3. Subscription Model:
● "Baker's Club" monthly subscription
● 15% discount on regular prices
● Free shipping on orders over $35
● Choice of:
○ Monthly (1 mix): $6.79/month
○ Monthly (2 mixes): $12.99/month
○ Monthly (3 mixes): $18.99/month
● Subscribers get early access to seasonal flavors
4. Customer Retention Program:
● Points-based loyalty program
○ 1 point per dollar spent
○ 100 points = $5 off next purchase
● Birthday reward: Free mix on customer's birthday month
● Referral bonus: Give $5, Get $5 program
5. Volume Discounts for B2B:
● Wholesale pricing for retailers (30-40% margin)
● Special pricing for corporate gifts/bulk orders
● Custom-branded options for events/corporate clients

Implementation Tips:

● Start with base pricing and loyalty program

● Add a subscription model after establishing a customer base
● Test different discount levels to optimize conversion
● Monitor competitor pricing regularly
● Adjust based on customer feedback and purchase patterns

Limitations: The exact margins and costs are not provided in the document, so the specific
price points would need to be validated against the company's actual cost structure and profit
requirements.

Note: Specific price points should be adjusted based on:

● Actual production costs

● Competitor pricing in target markets

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 ● Local market conditions
● Distribution costs
● Target profit margins

Section 3: Marketing

Identifying and Reaching Decision-Makers:

1. Mapping Key Decision-Makers in the Purchasing Process

To successfully reach decision-makers, we must identify:

● Consumers (end-users):
○ Health-Conscious Millennials and Young Professionals:
■ Decision-makers are often health-conscious individuals actively
seeking natural and premium products.
○ Busy Families with Young Children:
■ Purchasing is often driven by parents (usually mothers) who balance
convenience and health.
○ Health-Conscious Students and Young Adults:
■ Key decision-makers are budget-conscious students influenced by peer
recommendations and online reviews.
● Retailers:
○ Category Managers at major grocery stores such as Loblaw, Metro, and
Sobeys, who decide on stocking premium baking mixes.
○ E-commerce platform Managers (Amazon Canada, Walmart Canada) who
focus on trending and customer-reviewed products.
● Distributors:
○ Logistics companies that bridge inventory from MyBetterBatch’s US
manufacturing facilities to Canadian retailers or e-commerce channels.

2. Building Profiles of Distributors:

● Grocery Chain Category Managers:

○ Focus on stocking unique products that align with Canadian consumer trends
(clean-label, premium).
○ Concerned with shelf visibility, ROI, and market fit.
● E-Commerce Managers:
○ Require optimized listings (SEO, high-quality images, engaging descriptions)
and sales data to justify stocking products.
● Distributors:
○ Requires efficiency in logistics, clear demand signals, and a consistent supply
chain.

3. Researching Their Communication Preferences

Consumers:

● Millennials:

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 ○ Social media platforms: Instagram (recipes, influencer reviews), Pinterest
(baking inspiration).
○ Email campaigns: Personalized offers with calls to action (e.g., “Discover our
new seasonal flavors!”).
● Parents:
○ Websites and blogs: Parenting and food websites with recipes and tips.
○ In-store marketing: Shelf talkers and endcap displays.
● Students:
○ Short-form video platforms: TikTok and Instagram Reels.
○ Peer recommendations: University forums and influencer collaborations.

Retailers and Distributors:

● Formal Presentations:
○ Data-driven presentations showcasing sales projections and market trends.
● Trade Shows and Networking:
○ Events like Canadian Grocery Innovations or the SIAL Canada Expo.
● Email and Direct Outreach:
○ Tailored proposals highlighting benefits (e.g., sustainability, consumer
alignment).

4. Determining Optimal Channels to Reach Them

Digital Channels:

● Instagram:
○ Run recipe campaigns showcasing cookies made in under 20 minutes.
○ Partner with influencers in Canada’s food niche to promote seasonal flavors.
● TikTok:
○ Launch creative challenges (e.g., “Bake It Fast Challenge”) to drive
awareness.
● Amazon Canada and Walmart:
○ Optimize listings with rich descriptions and keywords like "non-GMO,"
"ready-to-bake," and "eco-friendly."
● Email Campaigns:
○ Targeted campaigns offering first-purchase discounts.

Retail Channels:

● Grocery Chains:
○ Secure shelf placements in Loblaw and Sobeys.
○ Offer in-store promotions (e.g., “10% off with purchase of two packs”).
● Specialty Stores:
○ Target boutique health-food stores for premium placements.

Events and Trade Shows:

● Consumer Food Shows:

○ Use events to demonstrate the product’s ease of use.
● Industry Networking:
○ Build relationships with Canadian retail buyers.

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5. Creating a Contact Strategy and Timeline

Timeline:

● 0–3 Months:
○ Conduct market research to refine Canadian-specific consumer preferences.
○ Begin outreach to category managers at Loblaw, Sobeys, and Metro.
○ Test initial digital ads targeting Canadian audiences on Instagram and TikTok.
● 3–6 Months:
○ Launch influencer marketing campaigns.
○ Attend industry events like SIAL Canada.
○ Initiate in-store testing programs with 2–3 grocery partners.
● 6–12 Months:
○ Roll out seasonal flavors.
○ Optimize e-commerce presence with consumer reviews and ratings.
○ Evaluate distribution network performance.
● 12+ Months:
○ Expand the product line based on Canadian feedback.
○ Develop loyalty and subscription programs.

Key Metrics for Success:

● Consumer Engagement: Social media impressions, email open rates, and

click-throughs.
● Retail Placement: Number of new retail accounts secured.
● Sales Growth: E-commerce and in-store revenue growth in Canada.
● Brand Recognition: Customer reviews and mentions across platforms.

Marketing Channels and Distribution

The 3 marketing channels that we believe would be most effective for My Better Batch
would be Social media, advertising on TV, and possible partnerships or collaborations with
other big-time cookie/ dessert brands. The social media aspect should consist of many
different videos on Instagram or TikTok including the employee's point of view of making the
cookies, or maybe different pop-up shops where you film people trying the cookies and rating
them. With a consistent amount of posts being at least 2-4 a week, grow that population with
the following. The second would be paid ads on Google or other social media to kind of force
the hand of the algorithm to push our product out to people who would not normally be a part
of our market. Just being able to track our ROI on certain ads would be beneficial to the
company in deciding whether or not to continue or double down on certain ads with the
public. Lastly, our partnerships could be big or small depending on budgeting and other
financial factors. It is important to try many different avenues to grow the brand and that
could be through partnering with an ice cream company to create a cookie dough ice cream
with our ingredients or even something small like just having our cookies for sale in a bakery
or a local coffee shop. The main focus for our channels should be to keep our quality very
high and our costs low and I know that is a given but it is increasingly important to
understand that we want to have a quality product but we can not get carried away when it
comes to diversifying the product to a point where it loses its value because it just turns into a
commodity.

Part 3: Message Development

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Craft core marketing campaign message: “All around delicious: Cookies made for you, by
you.”
Taglines/Slogans:
“The best ingredients for the best cookies”
“Better flavor, Better Batch”
“A Better Batch for all to enjoy”

Message testing approach:

Objective: To find which tagline/slogan is the most effective in engaging customers.
Testing Methods:
1. Focus Group: Have 2 people from each age group (2 people in their 20s, 2 people
in their 30s…) discuss the effectiveness of the different slogans and come to an
overall consensus. Having a focus group will allow for feedback and a better
understanding of customers of all generations and their approach when buying
cookie mixes.

2. Have a large-scale survey with 100-300 participants and have them rank the
slogans in order from most effective and engaging to least. Whichever choice was
ranked #1 the most will be the new slogan. This allows for a wide range of
customers to provide their input and allows for a larger-scale decision to be made.

Message variants for different channels:

1. Social Media: The objective of this is to capture the viewer’s attention quickly
with an engaging advertisement. This will prompt the viewer to want to see more
and click the link to take them to the My Better Batch website. Instagram,
Facebook, and TikTok are great platforms to advertise on with a quick, powerful
message with the My Better Batch slogan. Furthermore, creating a hashtag (ex:
#MyBetterBatch) is another way to increase engagement. People can post pictures
on social media of them making the cookie mixes with their families, or even post
their final products.

2. Website: The My Better Batch website should appear to the viewer as welcoming
and inviting them to try the many cookie mixes that are offered. The website
should also be informative and express that the ingredients are much healthier
than competitors. The homepage should look attractive to viewers with finished
products of cookies. Additionally, it can even show pictures of real families
making cookies from My Better Batch mixes. This displays the sense of joy that
making these cookies has. Another great way to make the website more engaging
is by having a section dedicated to the history of My Better Batch. This allows
viewers to learn about the brand and helps them trust the company even more.

Being consistent is an important strategy for My Better Batch to follow to have increased
success. This means that the message being conveyed always stays true to My Better Batch’s

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values. For different channels in reaching customers, My Better Batch should use a friendly
tone and engage viewers to want to visit their website. Additionally, using a hashtag across
social media platforms is another way to consistently increase brand noticeability and
engagement. Furthermore, every advertisement should display the My Better Batch slogan.
This repetition will allow customers to recognize it and immediately relate it to the brand.
Through the use of consistency, the My Better Batch brand will be structured and will
continue to grow rapidly.

Marketing Materials Production

A) Website Analysis:

We did an audit of the existing website using various website analysis tools and these were
the insights that were generated.

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 1. Problem: Inadequate Content on Selected Pages.
Solution: Prepare more text for the specified pages to better serve users as well as
enhance SEO.

2. Problem: Minimum Social Media Engagement.

Solution: Elevate the level of engagement by the website and expose more of the
contents by posting on social media channels.

3. Problem: High Page Load Time.

Solution: Redesign the site / make improvement on performance so that the pages
would load faster because this is a very important factor for user experience as well as
search engine ranking. This should be of immediate attention.

4. Problem: Missing AMP Version for Visitors Using Mobile Phones.

Solution: Develop a mobile-friendly version of the website (Accelerated Mobile
Page) in order to increase loading speed and improve overall user experience on
mobile gadgets even in low internet coverage areas.

5. Problem: Title Tag Was A Bit Longer and Some Keywords Were Omitted.
Solution: Title tag should be made concise that contains relevant and high searched
keywords for optimization. This is an update of high priority for enhancement of the
search results.

6. Problem: Meta Tags were over the required subject matter especially on the
keywords.
Solution: Change the meta description to a concise effective keyword focused one in
accordance with SEO requirements.

7. Problem: H1 Heading does not Have Commonly Searched Keywords.

Solution: Enhance the H1 headings by adding popular search terms thereby increasing
ranking on the SERPs.

8. Problem: Primary Research on Keyword Optimization is Missing.

Solution: Look at the keyword research matrix on the report, which displays the
prevalent terms identified in content. Apply these and ensure that relevant content,
title tags and meta descriptions, correspond to the high-volume search terms.

Ultimately, the audit of the website has indicated a few specific problems that are impeding
the performance, interaction, and visibility of the website in the search engine. These issues
would have to be addressed in order to provide better user experience and cover more users.
Furthermore, better quality content, mobile and speed optimization, changing title tags and
meta descriptions, and incorporating efficient keyword strategies would bring a lot of
improvement in the SEO performance and the efficiency of the increase in the website.

B) Marketing Strategies for acquiring new customers:

In order to grow a successful business in Canada, My Better Batch must find ways to
resonate with the local customer. From tailored promotions, seasonal flavors, and

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community-driven initiatives, they can build loyalty and drive sales. Here are some strategies
to consider:

1. Email Template: Welcome Email (for all new subscribers):

Subject line: Welcome to Better Baking! Get 10% off on your first batch of cookies
Body:
Hi [Customer Name],
It’s our pleasure to welcome you into the My Better Batch community! Join us as we
embark on this worthwhile mission of better, yummy and healthy baking. Find both
the everyday chocolate chip cookie mix and some gourmet cookies mix kit filled with
love and healthy ingredients.

As a part of our family, here is a 10% off coupon offered for your first order:
WELCOME10
Go through our other mixes and find your new delightful dessert.

Happy baking! The My Better Batch Team

P.S. Follow us on Instagram and Facebook to get more baking tutorials and recipes, as
well as the respective season offers.

(My Better Batch can also increase the discount to 15% in order capture more number of
customers in the initial years)

2. Video Script: Brand Introduction (30 Sec):

Scene 1: Warm and Cheerful Kitchen Interiors

Narrator (Voiceover):
‘Welcome to My Better Batch, where every cookie has a story.’

Scene 2: Preparing Cookie Dough (Close Up)

Text on Screen:
Melts away your thoughts. Real ingredients, homemade taste.
Narrator (Voiceover):
‘Our cookie mixes are made with love and quality ingredients. You can trust it. No
color, no preservatives, no chemicals - simply goodness.’

Scene 3: A Happy Family Eating Cookies Fresh From The Oven

Narrator (Voiceover):
‘Because we think the best memories are made with a better batch.’

Scene 4: Showcasing of Product Packaging

On-screen text
Try my Better Batch today. Your new favorite cookie is just a mix away.

3. Other Promotional Strategies My Better Batch can use in Canada:

a) Canadian-Themed Content:
● Focus on localizing relevant content in the context of Canadian holidays such
as Canada Day and Thanksgiving.

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 ● Work with local influencers to demonstrate preparation or review existing
recipes.
b) User-Generated Content (UGC):
● Encourage user generated content in the form of a competition inviting
customers to submit their photos of cookies using the hashtag
#MyBetterBatchCanada with a reward up for grabs.
c) Implementation of Referral Program & Free Shipping Policy:
● A program to convince friends to purchase a product with both enjoying a
discount. Free shipping on the order exceeding a certain threshold or for “Free
shipping Weekends”.
d) New And Exciting Flavors:
● Seasonal offerings such as fall featuring Maple Pecan that will create
excitement in customers.

Through these strategies, My Better Batch can forge valuable connections between
themselves and Canadian customers while generating brand engagement. The localization of
content referring to Canadian holidays, encouragement for user-generated content, building a
referral discount scheme, and introducing seasonal flavors will collectively convey
excitement and foster loyalty. Other promotional opportunities include weekend free shipping
offers and new products-ease customers into trying and enjoying My Better Batch foods. This
would assist steady growth and help establish My Better Batch as a reliable source of
delicious and healthy baking mixes in Canada.

Conclusion:
My Better Batch is strategically positioned to succeed in the premium baking mix market by
leveraging its unique value proposition—high-quality, clean-label ingredients combined with
convenience and superior taste. By entering the Canadian market, the brand can capitalize on
favorable consumer trends such as rising demand for health-conscious and artisanal food
products.
Through targeted marketing, effective pricing strategies, and partnerships with established
retailers and e-commerce platforms, My Better Batch can establish a robust presence and
build a loyal customer base. Addressing operational challenges like supply chain efficiency
and localized marketing will further solidify its growth trajectory. With its commitment to
innovation and customer satisfaction, My Better Batch has the potential to redefine the
baking mix segment and expand its footprint beyond North America in the future.

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References:

1. https://www.youtube.com/watch?v=2LbHSV2Mc3o
2. https://www.dropbox.com/scl/fi/q9pgrq1mwmwpj6m7wcve9/2024-2b-MyBetterBatch
.pdf?rlkey=jn0mqjpjmg9pxa6ht7tihw1fh&e=8&dl=0
3. https://www.portal.euromonitor.com/Dashboard/DashboardDetails?id=d533bed6-1c3
d-4bbc-9c7a-da30ac924871
4. https://www.skyquestt.com/report/cookies-market
5. https://www.bonafideresearch.com/product/6212296318/canada-cookies-market
6. https://www.mordorintelligence.com/industry-reports/cookies-market
7. https://www.imarcgroup.com/canada-bakery-products-market
8. https://www.buzzfeed.com/hannahloewentheil/best-store-bought-cookie-dough
9. https://www.pillsburybaking.com/products/pillsbury-cookies/chocolate-chip-cookie-m
ix https://www.bettycrocker.com/products/cookiemix/chocolatechip
https://www.pillsbury.com/about-us#:~:text=At%20Pillsbury%2C%20we%20believe
%20in,lifelong%20memories%20you'll%20cherish
10. https://www.richs.com/our-story/values/#
11. https://www.tatesbakeshop.com/cookies
12. https://sweetlorens.com/blogs/lets-dish/tagged/all-recipes
https://www.fao.org/4/y4343e/y4343e0i.htm#:~:text=The%20US%20has%20no%20a
d,chocolate%20products%20containing%20cocoa%20butter.
https://www.allrecipes.com/gallery/most-popular-types-of-cookies/
13. https://www.cozymeal.com/magazine/popular-desserts
14. https://dogchild.co/blogs/recipes/dog-cookie-recipe-with-4-ingredients-oats-banana-p
eanut-butter-chia-seeds?srsltid=AfmBOorFxVRMPu3-upI5P6mvLr4TKgJ29iU-npcK
DDLgVQjhacn9sVr2

1.Academic Sources:

● Journal of Marketing Research: www.ama.org/journal-of-marketing-research

● Harvard Business Review (Pricing Strategies): hbr.org/topic/pricing
● MIT Sloan Management Review: sloanreview.mit.edu/topic/pricing
2. Industry Research:
● Nielsen Retail Pricing Analytics: www.nielsen.com/solutions/pricing-and-promotion
● IRI Market Research (CPG Pricing): www.iriworldwide.com
● Mintel Reports (Baking & Snack Market): www.mintel.com
3. Business Resources:
● McKinsey & Company Pricing Insights:
www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/pricing
● Deloitte Pricing Strategy Framework: www2.deloitte.com/insights/pricing-strategy
● BCG Pricing Strategies Research:
www.bcg.com/capabilities/pricing-revenue-management/overview
4. Food Industry Specific:
● Food Business News: www.foodbusinessnews.net
● Specialty Food Association: www.specialtyfood.com
● Food Institute: www.foodinstitute.com

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