Food Brand Awareness and a push to Global Markets

Granola Girl

Athena Lu
Understanding your core value helps you create smart, attainable goals and accelerate your success.

The objectives of this project are to enhance brand awareness for Granola Girl, increase sales in local Canadian markets and support company expansion to global markets.


What made you interested in pursuing your project?
Through my Graduating Project, I wanted to learn how to identify business problems, how to choose strategies to address these issues, and how to plan and execute the tactics needed to achieve business goals. I was interested in gaining real-world experiences and really learning about what it takes to drive business operations forward.

Describe some of the key tasks and/or deliverables you were responsible for during your project.
Here are some of the goals and tasks that I worked on during my project:

  • To elevate the community via marketing programs: I designed and developed an Ambassador Program which included invitations, communication and coordination; I assisted in community building promotion programs including an outdoor yoga event for 120 members.
  • To support local market expansion: I built the E-commerce platform via Localline to reach out to more customers; I collaborated with 16 schools in Richmond to launch a granola breakfast campaign; I also developed some consumer behaviour analytics via Mailchimp to create a database of 300 of our loyal customers.
  • To support global market feasibility: I identified opportunities and was involved in preparing for the BRIFE trade show in Hong Kong, China. In addition, I had applied for a grant with Export Canada to support product export.

What did you learn that was most memorable and valuable during your project?
The most valuable part of my project involved learning about real-world marketing and event planning in the food industry. I acquired data analysis skills as I conducted data collection in Mailchimp, gained leadership and leveraged networking skills through event planning and also obtained quick problem-solving abilities.

How did you apply the skills you learnt during MFRE in your project?
There are many transferable skills that I learnt while studying at MFRE, such as market research methods, marketing management, project management and evaluation. I was then able to apply the knowledge learnt in a variety of practical settings.

Any advice you would give prospective students as they begin searching for their Graduating Projects?
Understanding your core value helps you create smart, attainable goals and accelerate your success.

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