Weston Bakeries – Gadoua Multigo: Outsmarting the Competition
Agency: Headspace Marketing Inc
Section I – BASIC INFORMATION
Business Results Period in Consecutive Months: August 2009 – June 2010.
Start of Advertising/Communication Effort: August 2009.
Base Period as a Benchmark: January to August 2009.
Geographic Area Covered: Québec (French only)
Annual Budget Range: $500,000 – $1 million
Section II – SITUATION ANALYSIS
a) Overall Assessment
The bread market in Québec is ultra competitive. Two large commercial bakeries compete fiercely in what is essentially a flat category. Weston Bakeries markets Weston, D’Italiano, Country Harvest, Gadoua Moelleux and...