Seize opportunities & maximize profitability

Looking to assess the Canadian market opportunity and develop an optimal launch path for your brand? Need a fresh set of eyes to review your position and breathe new life into a brand already in the Canadian market? Consulting with us is a great way to go. We provide you with key market intelligence up front and, when you're ready, develop a targeted and effective action plan customized for your brand.

The Canadian market is unique – and we know it inside out. During our decades of experience in the Canadian food, drug, mass, club and e-commerce channels, we’ve had the privilege to launch, manage and grow many leading brands in OTC, vitamin/nutritional, oral care, health & beauty care, cosmetics, seasonal and household cleaning. We can help you:

  • Navigate around the pitfalls specific to the market in our country

  • Identify opportunities

  • Develop a solid strategy to grow your brand profitably

Your Roadmap to market

Our working sessions cover a complete and practical, go-to-market strategy that can be adapted to your project’s unique challenges to ensure optimal results. Depending on your needs, your roadmap to market may include some or all of the following:


Identifying the Opportunity

  • Competitive set analysis to identify gaps, weaknesses and opportunities

  • Features, benefits and claims evaluation of assortment to optimize items for launch and subsequent line extensions

  • Retail price positioning and development of provisional P&L’s by item with multi-year estimates of volume, spend and revenue

  • Size of prize assessment for market, category and segment

  • Recommended launch strategy by channel, chain and door count




  • Regulatory assessment that identifies feasibility, hurdles, costs and opportunities

  • Stream assessment by item (drug, medical device, natural health product, cannabis, food) and subsequent review of opportunities and restrictions

  • Assistance with Health Canada licensing including estimated timelines and costs, for both facilities and products

  • Compliance reviews, assessments and submissions for packaging, displays, sales collateral and advertising

  • Bilingual translation from certified translators

Operations – Supply Chain

  • Strategy for the most reliable, efficient and cost-effective supply chain solutions that also satisfy regulatory obligations

  • Complete cradle-to-grave supply chain options including pickup from offshore factory, in-market warehousing, DC distribution, pick and pack, and direct-to-consumer fulfillment solutions

  • Rework, labelling, kitting, repackaging and display builds

  • Development and management of quarantine and returned goods programs that are market compliant



  • Optimization of consumer packaging communication

  • Package copy, claims and branding reviews for legal, regulatory and bilingual compliance

  • Packaging, labelling, re-packaging and re-labelling

  • Display and POP development, coordination and fulfillment

  • Development, printing/publication and distribution of sales collateral materials



  • Development from scratch, or re-work of existing sales presentations, with critical information retailers want to see

  • Development of key, prioritized accounts and contacts list

  • Category reset timing – critical target planogram/modular implementation dates and work-back schedules to develop launch plan timelines

  • Vendor and new item setup, and item maintenance – including necessary retailer forms and portals for quick establishment as a new vendor, and accurate and efficient listing of items

  • Retailer annual planning – accurate completion of all required submissions to national retailers to dovetail with your annual forecast and budget plans


  • Determination of optimized retail price strategy. It is critical to get this right prior to launch, as pricing is very difficult and costly to change afterwards

  • Trade promotional budget and program development – maximize shelf presence, promotional cadence and mix to drive top-line volume and maximize margins

  • Assessment of current competitive marketing landscape

  • Development of retail and consumer marketing campaigns consistent with brand strategy

  • Manufacturing, packaging, retail fixture and POP display solutions, advising and management


Store Execution

  • Planogram execution compliance and audit, assortment optimization, markdown and discontinued policy development and implementation

  • Point-of-purchase displays

  • In-store training and education

  • Store-level merchandising strategy, deployment and management

  • Store fixtures creation, production and in-store set up



  • Budget development by item and brand, covering retailer trade spend, merchandising and consumer marketing

  • Navigation of new SKU introduction and growth within budget, including multi-year strategic growth planning

  • Forecasting – identification of retailer shelf load specifications and pinpointing of pipeline inventory load into stores and distribution centres; week-to-week road map from production to on-shelf placement; creation of sell-through forecast to assist with both inventory and sales budget forecasts



  • Templates that will allow for ongoing tracking of retail velocity and inventories – enables fine tuning of inventory purchase planning and proper preparation for retailer category and business reviews

  • Category management – specific templates required for each account to prepare and provide analytics the retailers expect

Find out more about our Brand Management services.

We’ve worked with Maplewood for many years. We selected them because of their like-minded approach to their business and personal life. Their families hold the highest levels of integrity, honesty and good work. In a very short period of time, we achieved virtually 100% stocking of our product within the major chains and wholesalers. Maplewood represents us in Canada as if it were their own business. We would recommend to all that a partnership with Maplewood is a good business decision.”

— Marc Rohman EVP and GM, Biocodex North America