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ìTabascoChiliStarterArsenDrljo,JordanMcCormick,HemSayanisa
CompanyHistoryandOverview
ì TabascobrandproductsaremadebyMcIhennyCompanywhichhasbeenfamilyownedandoperatedsince1868.ItwasfoundedonAveryIsland,Louisiana,andissGllfamilyownedandoperatedonthatverysite.
ì ThedietinthesouthhadablandandboringtastesoEdmundMcIhennydecidedtomakeasaucetoaddatangy,spicy,andrichflavortothefood.
ì AKer140yearsitissGllmadethesamewayexcepttheagingprocessislongerandthevinegartheyusenowisamuchhigherquality.
ì Tabascoislabeledin22differentlanguagesanddialectsandissoldinover180countries.
Whatischilistarter?
ì Ourchilistarterisamixofsaucethatonlyneeds2ozofgroundbeeftohelpcreatequick,easy,andtastychiliinabout20minutesofGmetofeedafamilyoffourorisevengoodforatailgateatagameorhouseparty/potluckparty.
ì A16ozjarofspicyororiginalchilistartercosts$4.29beforestatesalestaxand8ozofgradeAgroundbeefcostsaround$1.49.
ì OurchilistarteraddsnotonlymouthwateringtastetochilibutisalsohighinvitaminA,filledwithfiber,andlowinfat,saturatedfat,andcholesterol.
ObjectivesandGoals
ì WiththisadverGsingcampaignoneofourmaingoalswouldbetoincreasetheoverallawarenessofthisproductandgetitintothehandsofmoreconsumers.
ì OneofourobjecGvesistogetproductsnameouttoourcommunityandgetthemthinkingaboutourproduct,inordertodosowewillbesponsoringtheCincoDeMayofesGvalinValley.Wewillhaveaboothsetuptopromotetheproduct.West
ì Oursecondgoalistostartsellingourchilistarterinotherstores,rightnowitisbeingsoldonlyinHarmon'sgrocerystore.
ì ForoursecondobjecGvewewantedtohostourownchilicookoffcontestatLibertyPark
SWOTAnalysis
Ø Strengths:
• Veryloyalcustomerbase
• Funrecipespostedonourwebsite
• Verywellknownandestablishedasacompany
• Longshelflife
• Allnaturalingredients
Ø Weaknesses:
• Wehaven’tstrayedtofarawayfromouroriginalproducts
• WehaveareputaGonofbeinghot
andspicy,noteveryonelikeshotandspicy
• Li_letonoadverGsing.MainlywordofmouthadverGsing
• Allproductshavesimilarcolorandpackagingpossiblyconfusingconsumers
SWOTAnalysiscontinued…Ø OpportuniGes:
• Thereisanincreasinginterestinhotandspicychili/foods
• Morediversepackaging
• Marketourchilimixwithothermeatsandveggiesforbe_erpromoGons
• Expandourproductlineandincorporatenewflavors
Ø Threats:
Ø ThereisonlyonelocaGonforproducGonandifanythingweretohappenwewouldbescrewed
Ø NewandupcomingcompeGtorswithbe_ermarkeGngandadverGsements
Ø Limitedcustomerbase
STPAnalysis
ì Ourmarketsegmentissplitinto4groups.
• Adultsages20-35
• MothersandFathersages20-45
• House/FamilyparGes
• Tailgates/Potlucks
ì Wedecidedthewayweweregoingtoreachourtargetedmarketwastomakeitknownthatourproductisfast,easy,andsGllverygoodtasGngandgoodfortheconsumer.“ThehomecookedtastewithoutthehomecookedGme.”
ì WefeltthatthewaywearegoingtoposiGonourselvesisthatweareacompanythatmakesaproductthatturnsyourplainandblandfoodintothatwarmandtangyhomecookedmealyourmausedtomakeinaGmelymanner.
MarketingStrategy
ì WefeltthatthisproductsgreattastewithoutlongcookGmewasit’skeytopromoGonalsuccess,sowewantedtoinformourcustomersandgivethemsamplesofourproductsotheycantryitthemselves.
ì WewillbesponsoringtheCincoDeMayofesGvalatCentennialPark(5415West3100South,WestValleyUT),wewillbehavingaboothsetupwithfreesamplesandtonsofproductforpeopletoseeandgettheirhandson.
ì WewillalsobehosGngachilicookoffcontestatLibertyPark(6thEast9thSouth,SLCUT)
ì WearealsolookingtopuingourproductinstoresnearthelocaGonsofourpromoGonaleventssopeopleseeoureventsandthenbeabletogobuyitaKerwards.
ImplementationPlan
ì WeplantohaveourproductsonshelvesofmoregrocerystoressuchasWal-Mart,Target,Smiths,andothergrocerystoresnearlocaGonswherewehavehostedpromoGonalevents.
• Wal-Mart(3180South5600West,WestValleyCity,UT84120)• (350HopeAve,SLCUT)
• Smiths(4643South4000West,WestValleyCity,UT84120)• (455South500East,SLCUT)
• Winco(2572South5600South,WestValleyCityUT84120)
DirectandIndirectcompetitors
ì OurdirectcompeGtorsareCarrollShelby’schilikitwhichispricedat$3.49fora4ozbox,Huntschilikitwhichispricedat$3.89fora44ozbox,WickFowlerschilikitispricedat$2.80fora3.6ozbox,andBush’sBeanspricedat$4.98fora15ozcan.
ì OurindirectcompeGtorsincludechilispicepacketsforextraflavoringtoyourchiliandreadytoeatchilifromacan.Therearetwomaincompaniesthatareknownfortheirreadytoeatchili,Hormel'sChiliwhichispricedat$4.05fora38ozcan,andCampbell’schunkychilipricedat$4.75fora19ozcan.
IMCTheme
ì OurteamfeltthatthisproductsdelicioustasteandspeedycookGmearesomeofitsbesta_ributes,sowewantedtousethosestrengthstopromoteourchilimix.
ì Wedecidedtogowith“ThehomecookedtastewithoutthehomecookedGme.”becauseitshowsthatourproducthasthesamequalityofahealthyhomecookedmealbutwithouttheworkandwaitGme.
Datesofrolloutofpromotionì OurfirstpromoGonwillbeachiliboothattheCincoDeMayo
fesGvalonMay7th,2016.
Datesofrolloutofpromotion
ì StarGngSeptember12th,2016wewillstartrollingoutourTVandradioadspertainingtotailgateandhouseparGesbecauseoftheupcomingfootballseason.
ì StarGngOctober21st–23rd,2016wewillstartpromoGonforourchilicookoffforNaGonChilimonth.ThecontestwillbehostedatLibertyPark.
SalesPromotion
ì Wewillpromoteourproductthroughallsocialmediawebsites.(Facebook,Instagram,Twi_er,Youtube,etc.)
ì WewillalsohavepromoGonsthroughradioadsonstaGons96.3,97.1,and106.7intheaKernoonMonday-Fridayforpeopleontheirwayhomefromwork.
ì Wewillbegivingout½offcouponstogiveoutattheCincoDeMayofesGvalatourbooth.
ì OnCollegegamedaysourchiliwillbe25%offaswell,wewillhelppromotethisthroughourradioads.
TVAd
RadioAd
RadioAdScript:
*Audiencefreakingoutinexcitement*
“Hellocollegefootballfans,thisisyourhostBillRiley!AreyourushingtothetailgatepartyaKerworkwithanotherlamebagofchipsandsalsa?BecauseifyouareI’vegotsomethingspecialforyou!”
“Tabasco’soriginalorspicychilistarteris25%offoncollegegamedayandyou’llbeonthehighlightreelforthetailgatefiesta!”
“7differentspicesandonlytakes20minutestoprepare.CanbefoundatyourlocalHarmon’sGrocer.”