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Fishing in Kingston, ontario N BOYLE TYLER KNOWLES MELISSA LOTHIAN BRENNAR LAUTERBACH Table of Contents Market Size and Growth………………………………………….2 Market Segments………………………………………………….4 Competitor Analysis………………………………………………4 Marketing Plan……………………………………………………5 Positioning Statement…………………………………………….5 Marketing Objectives……………………………………………..5 Target Market Profile…………………………………………….6 Marketing Communications Strategy…………………………….7 Advertising Objectives……………………………………………7 Distribution……………………………………………………….8 Media Plan………………………………………………………..11 Media Objectives……………………………………………….11 Media Strategy……………………………………………………12 Media Rejection Rationale………………………………………..16 Marketing Execution………………………………………………17 MARKET BACKGROUND MARKET SIZE and GROWTH.