KC Masterpiece BBQ Sauce FINAL

7/31/2019 KC Masterpiece BBQ Sauce FINAL

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MEDIACAMPAIGNKC

MAstErPIECE

Chris Deitrick Michael Flint Andrea Gansz Paul Kseno ontov Xiao-Shan Li Jacob Logar Ashton Steele


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CuE CulturE

Beginning in 1908, Kansas City became one o the nations barbecue capitals. Back then, ribs weresold in two pound slabs or a quarter. Each slab was wrapped in newspaper and sold out o an old

trolley barn with a sawdust oor. Here, many to-be amous pioneers o barbecuing were trained onhow to create the most authentic, delicious ood o the time. A er years o trying new avors andtechniques, impromptu restaurants such as this became popular oundations o barbecuing expertiseand innovation.

With the growing popularity o barbecue, di erent cities developed various sauces that helped to de nethe culture and tastes o the time. 30 years ago, Rich Davis developed Kansas City Masterpiece, a saucethat blended the best aspects o other popular barbecue states such as the Carolinas and exas. Teresult was a sauce that was a per ect medium; not too spicy or tangy but also distinctly smooth.

oday, barbecue is so much more than just a way to make a meal. With its rich history and decades o avor trial and errors, barbecue is something o a phenomenon, and even its own culture. Cue culture

is the culmination o many individuals culinary innovations over the years. Tis experience translatesinto so much more than just being good at barbecuing but instead is a love or creating the best tasting

ood possible. Tis love or cooking extends to every aspect o barbecue, including connecting withriends and amily, being outside and even taking a step back rom everyday li e to really enjoy a meal.

Whether a person ollows the heritage o barbecue and visits the barbecue capitals o the nation, goesto a estival with their amily and riends or even starts a new tradition by cooking in their backyard,Cue as a culture will only continue to grow. New sauce brands such as Cue Culture are evenexpanding to include avors rom the Caribbean and Jamaica; making the idea o Cue expand on aninternational level. Cue culture is an ever evolving and ever changing way to experience new avorsand oods. Most importantly, Cue is the love o cooking, the love o riends and amily and the love omaking others happy through something as simple as ood.

AGE 2 KC Mas te rp iece Adver t i s ing Campaign


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PAGE 3KC Mas te rp iece Adver t i s ing Campaign

tAblE of CoNtENts

0 Te Executive Summary

1 Situation Analysis

2 arget Market Recommendation

3 Media Plan

4 Creative

5 Sales Promotions

6 Budget Recommendations

7 Work Cited


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PAGE 4 KC Mas te rp iece Adver t i s ing Campaign

Beginning in June, KC Masterpiece is starting a multi-million dollar national advertising campaign.With national promotions, consumer contests, social media interaction and coupon distributions, KC

Masterpieces campaign will cause an explosion in sales. Barbecue is one o the worlds oldest and respected

cooking traditions. Some say this tradition, otherwise known as Cue, is throwing steaks on the grill. Some

olks say Cue is marinated chicken creating a ne dining experience. Tis barbecue sauce has been proven

to be great with broiling, baking and grilling but now is time to change the status quo, with Cue.

KC Masterpiece, change the status Cue.

Te ollowing plan is designed to maximize the awareness and usage requency o KC Masterpiece Barbecue

Sauce. Black Out Media is con dent that through the 52 week recommended media plan, KC Masterpiece

will be able to change the perception o the everyday uses o barbecue sauce and build brand loyalty through

our target audience o adults 35-49.

Who ArE WE tArGEtING?Trough research rom Mintel and Simmons, we have identi ed the particular demographic market that are

purchasing KC Masterpiece Barbecue Sauce along with speci c niche market cities that will help urther the

campaign nationwide and make KC Masterpiece oremost on consumers minds.

hoW ArE WE GoING to rEACh ourAuDIENCE?A er discovering our target market, we created a campaign that would di erentiate KC Masterpiece rom

the competition by positioning it as the sauce that changes existing norms. Troughout our campaign, we

will utilize the social media, Facebook, You ube, witter and Hulu. Additionally, we will reach consumers

by visiting our target cities and promoting the brand through the use o tour trucks and impromptu cook-

o s. Promotional advertising can also be ound on our microsite, which details contests and giveaways in

addition to providing menus or KC Masterpiece recipes.

0. Exec i e s mma


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thE MArKEt

De nitionTere is a large variety o barbecue sauces o ered within the marketplace.

Tere are three di erent categories including, wet sauces, dry sauces, and

ethnic sauces. Tis report highlights the United States market or KC

Masterpiece Barbecue Sauce products.

Relevant Market (SIC) CodeTe Standard Industrial Classi cation (SIC) code or KC Masterpiece

Barbecue Sauce is 2033. Barbecue sauces are classi ed as a manu actured

ood and kindred product, which is speci ed by the rst two numbers

o the SIC code being 20. Te next two numbers, 33, speci y that is it is a

canned ruits, vegetables, preserves, jams, and jellies product. Te NAICS

code is 311421. Barbecue sauces like KC Masterpiece are categorized asFruit and Vegetable Canning.

1. si a i na Ana i

Te Market 6Competitive Analysis 10Te Consumer 14Advertising History 25Sales Promotion 30

SWO Analysis 35


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Market Size and Growth rendsTe cooking sauce and marinade industry is highly ragmented, with the

wet sauce category as the leading majority in both sales and growth. KC

Masterpiece Barbecue Sauce is included within the wet sauce segment o

categories. Te wet sauce segment made $1.2 billion in sales in 2007. Te

key trends in the condiments market

are that sales grew 8.2% between

2007-2009. Meat sauces, a $930

million segment in 2009, was among

the astest growing o any segment,

driven by success ul per ormance o

barbecue sauce in particular. (Mintel,

Cooking Sauces and Marinades.

Market Size and Forecast. US, 2008)

In terms o sales and per ormance, the condiments market grew 5.5% during

2008-2009, reversing the in ation-adjusted sales declines experienced in

prior years. Private labels in this period were some o the astest growing

brands in this market. Te $5.6 billion condiments market has bene tedduring 2008-2010 rom recession-related consumer price sensitivity,

which has led to more meals eaten

in home. (Mintel, Condiments.

Market Size and Forecast. US,

2010)

Market Forecast Mintel anticipates that growth exceeding 5% annually will continue in

FDMx outlets through 2012, and by 2015 the market will hit $7 billion

in these speci c outlets. Tough expecting a slight slowdown in growth

during 2013-2015, Mintel estimates that over the six year period (2010-

2005 2006 2007 2008 2009

4,8284,882

4,928

5,056

5,332

Sales of Condim ents in $mil lions

2002 2003 2004 2005 2006 2007

1,249

1,280

1,268

1,280

1,256

1,281

1,291Sales of Wet Sauce in $millions


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2015), the compound annual growth rate (CAGR) will be 4.9%, or 3.2%

a er adjusting or in ation. Tis slowdown is in result to the recovering

economy, as consumers resume restaurant dining or choose more

convenient and expensive prepared meals or dining at home. (Mintel,

Condiments. Market Size and Forecast. US, 2010)

Market Make-upTere are several condiment segments including; pickles, olives, and relish,

ethnic sauces, meat sauces, ketchup and mustard, and other sauces. Out

o these group segments, the meat sauces category o condiments has

the third largest market share with 17.4% (Mintel, Condiments. Segment

Per ormance. US, 2010). Tese sauces are sold in a variety o di erent sizes

and quantities ranging rom 18oz, 24oz, and 28oz bottles. Some large scale

brands market share has ocused on appealing to a sense o un that givesthe consumer an impression o culinary creativity and regional character.

DistributionTere is a large amount o people that use barbecue sauce across the

country. According to SMRB, also known as Simmons, a consumer

research database, the two main regions that have the most barbecue sauce

use are the geographic region South (33.8%) and the geographic region

Southeast (22.7%). Te other top geographic regions are West Central

(16.2%) and the geographic region East Central (12.8%) (SMRB, 2009).Mintel states that out o a 2,000 base survey o adults aged 18+, 70%

said they use barbecue sauce as a condiment to serve with ood. (Mintel,

Condiments. Condiment Usage Activity. US, 2010)

2005 2006 2007 2008 2009

864850 848

930

999Sales of M eat Sauces in $mi lli ons


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Signi cant rendsProduct Innovations

Many companies have contributed to the growth o this industry by

launching new products. Te leading segment or product launches are

private labels. New innovations product claims or condiments include

kosher, all natural, no additives or preservatives, organic, and low/no/

reduced trans at. Tis trend grew rom 2005-2010 when consumers

stated their concerns or sodium/MSG content within products. Another

important consumer consideration is authenticity o a product. Mintel states

that products with an authentic plat orm champion the ingredients and

the links between a speci c region or country suggesting the importance

o real sauces.

Economy and SalesMintel states that the declining economy has in uenced more consumers

throughout the United States to scale back on restaurant dining and eat at

home. Consumers have developed the habit o cooking ood at home and

using condiments to help prepare these meals. Tis habit is now embedded

and unlikely to be li ed as the economy recovers. Tis is where premium

private labels have provided varieties o avor choices and motivation or

home cooks while suiting those with increased price sensitivity. (Mintel,

Condiments. Market Size and Forecast. US, 2010) In anticipation o amoderate economic rebound, national brand names will continue to be

supported by promotional spending to compete with private label, and

large manu acturers will then have the nancial means to expand lines and

launch new products and avors. With the condiments market growing

5.5% during 2008-2009, more consumers have continued the proli eration

o cooking how-to and competition-based television shows, giving home

cooks plenty o inspiration to learn a new skill. (Mintel, Condiments.

Market Size and Forecast. US, 2010)


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PAGE 1 0 KC Mas te rp iece Adver t i s ing Campaign

CoMPEtItIvE ANAlysIs

Brie History KC Masterpiece is a sweet and tangy sauce that originates rom the

hometown o barbecue, Kansas City. KC Masterpiece has been around or30 years and continues to be not only a local avorite in its hometown, but

also has gained nationwide popularity. KC Masterpiece is a compliment to

any meat it is prepared with, including bee , chicken, and pork. Currently,

KC masterpiece is sponsoring country artist Keith Urban to celebrate the

excitement o outdoor cooking and having un with riends and amily.

Overview In 2010, KC Masterpiece had the third largest market share o the our

top barbecue brands. Despite not being the top brand in the market,

KC Masterpiece has a variety o avors that can compliment all kinds o

grilling.

echnical KC Masterpiece is a sweet and tangy barbecue sauce that compliments any

ood it is added to. Tis product can be used while grilling or used as an

ingredient in cooking recipes. KC Masterpiece is packaged in 28 ounce

bottles that are plainly labeled. Te label shows a star labeled as Kansas City

so consumers know exactly where the product originated and also where

the heart o barbecuing can be ound.

Product Distribution Trough Retail ChannelsBarbecue sauces when compared to other ood categories are soldthrough a wide variety o channels beyond supermarkets. Restaurantsalso compete in this market, with many ood service establishmentsnow bottling and selling their own brands o sauces and marinades.

Supermarkets account or just over hal o sales in this category, andthe competition or shel is strong. Most supermarkets carry nationaland store brands as their major product mix. Mintel states that 48%o the sales o cooking sauces and marinades are sold throughoutrestaurants.


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PAGE 1 1KC Mas te rp iece Adver t i s ing Campaign

Product LineKC Masterpiece is available in 28 ounce bottles that sell or $2.49each. KC Masterpiece is available in eight di erent avors, Original,Hickory Brown Sugar, Honey, Hot n Spicy, Mesquite, Smoky Bourbon, Southern Style, and Sweet and angy. KC Masterpiece alsoo ers a variety o spices and rubs.

Shel Space Schematic

18-24

16%

25-34

18%

35-44

19%

45-54

18%

55-64

17%

65+

12%

% W ho U se BBQ and Seasonging Sauce In The H ousehol d

KC Masterpiece is available in two sizes, 18 ounce and 28 ounce bottles. Te 18 ounce bottle sells or$2.49 while the 28 ounce bottle sells or $3.59. Tis product is ound surrounded by competitors suchas Sweet Baby Rays and Jack Daniels BBQ sauce. KC Masterpiece has a small selection in the middleo the shel space but the majority o its inventory is towards the bottom o the shel .


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P A G E

1 2

K C M a s t e r p i e c e A d v e r t i s i n g C a m p a i g n

C o m p e t i t i v e C o m p a r i s o n C h a

r t

B r a n

d

B o

t t l e S i z e

R e t a i l

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S e r v i n g

S i z e

C a l o r i e s

T o

t a l F a t

C h o

l e s t e r o

l

S o

d i u m

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t a l

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t e i n

S u g a r s

K r a

f t

A 1 S t e a

k S a u c e

O r i g i n a

l

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

1 5

0 g

0 m g

2 8 0 m g

3 g

0 g

2 g

A 1 S t e a

k S a u c e

T h i c k a n

d H e a r t y

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

2 5

0 g

0 m g

2 9 0 m g

6 g

0 g

5 g

A 1 S t e a

k S a u c e

C r a c k e d

P e p p e r c o r n

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

1 5

0 g

0 m g

2 3 0 m g

0 g

0 g

2 g

A 1 S t e a

k S a u c e

B o l

d & S p i c y

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

2 0

0 g

0 m g

2 6 0 m g

5 g

0 g

3 g

A 1 S t e a

k S a u c e

S w e e

t H i c k o r y

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

2 0

0 g

0 m g

1 7 0 m g

5 g

0 g

4 g

A 1 S t e a

k S a u c e

S m o k y

M e s q u

i t e

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

3 0

0 g

0 m g

2 4 0 m g

8 g

0 g

6 g

A 1 S t e a

k S a u c e

S u p r e m e

G a r

l i c

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

2 5

0 g

0 m g

2 4 0 m g

5 g

0 g

3 g

A 1 S t e a

k S a u c e

K o b e

S e s a m e

T e r i y a k

i

1 0 o u n c e s

$ 4 . 6

8

1 T b s p

2 5

0 g

0 m g

2 8 0 m g

4 g

0 g

4 g

K C M a s

t e r p

i e c e

K C M a s

t e r p

i e c e

O r i g i n a

l

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

6 0

0 g

0 m g

2 4 0 m g

1 5 g

0 g

1 2 g

K C M a s

t e r p

i e c e

H o n e y

B a r

b e c u e

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

5 0

0 g

0 m g

2 8 0 m g

1 2 g

0 g

1 0 g

K C M a s

t e r p

i e c e

M e s q u

i t e

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

6 0

0 g

0 m g

2 6 0 m g

1 4 g

0 g

1 2 g

K C M a s

t e r p

i e c e

S m o k y

B o u r b o n

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

6 0

0 g

0 m g

2 4 0 m g

1 5 g

0 g

9 g

K C M a s

t e r p

i e c e

S o u t

h e r n

S t y l e

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

6 0

0 g

0 m g

2 4 0 m g

1 5 g

0 g

1 2 g

K C M a s

t e r p

i e c e

H i c k o r y

B r o w n

S u g a r

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

7 0

0 g

0 m g

3 2 0 m g

1 5 g

0 g

1 3 g

K C M a s

t e r p

i e c e

S w e e

t & T a n g y

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

6 0

0 g

0 m g

2 4 0 m g

1 5 g

0 g

1 3 g

K C M a s

t e r p

i e c e

H o t

' n S p i c y

2 8 o u n c e s

$ 2 . 4

9

2 T b s p

4 5

0 g

0 m g

3 1 0 m g

1 1 g

0 g

9 g

K r a

f t

B u l

l ' s - E

y e O r i g i n a

l

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

5 0

0 g

0 m g

3 1 0 m g

1 3 g

0 g

1 1 g

B u l

l ' s - E

y e H i c k o r y

S m o k e

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

6 0

0 g

0 m g

3 6 0 m g

1 4 g

0 g

1 2 g

B u l

l ' s - E

y e S w e e

t & T a n g y

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

6 0

0 g

0 m g

3 1 0 m g

1 3 g

0 g

1 1 g

B u l

l ' s - E

y e G u i n n e s s

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

6 0

0 g

0 m g

3 5 0 m g

1 5 g

0 g

1 3 g

B u l

l ' s - E

y e B r o w n

S u g a r

& H i c k o r y

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

7 0

0 g

0 m g

5 1 0 m g

1 6 g

0 g

1 4 g

B u l

l ' s - E

y e T e x a s

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

4 5

0 g

0 m g

2 7 0 m g

1 0 g

0 g

9 g

B u l

l ' s - E

y e C a r o l

i n a

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

5 0

0 g

0 m g

3 6 0 m g

1 1 g

0 g

1 0 g

B u l

l ' s - E

y e M e m p h

i s

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

5 0

0 g

0 m g

2 9 0 m g

1 2 g

0 g

1 0 g

B u l

l ' s - E

y e K a n s a s

C i t y

1 8 o u n c e s

$ 2 . 3

9

2 T b s p

5 0

0 g

0 m g

2 8 0 m g

1 2 g

0 g

1 1 g


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P A G E

K C M a s

t e r p

i e c e

A d

v e r

t i s i n g

C a m

p a i g n

B r a n

d

B o

t t l e S i z e

R e t a i

l

P r i c e

S e r v i n g

S i z e

C a l o r i e s

T o

t a l F a t

C h o

l e s t e r o

l

S o

d i u m

T o

t a l

C a r b s

P r o

t e i n

F i b e r

H e i n z

H e i n z K e t c h u p

3 6 o u n c e s $ 4 . 0 0

1 T b s p

1 5

0 g

0 m g

1 9 0 m g

5 g

0 g

4 g

H e i n z K e t c h u p

2 4 o u n c e s $ 2 . 2 5

1 T b s p

1 5

0 g

0 m g

1 9 0 m g

5 g

0 g

4 g

M c C o r m i c k

B a g ' n S e a s o n B e e f S t e w

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 0

0 g

0 m g

5 0 0 m g

2 g

0 g

0 g

B a g ' n S e a s o n C h i c k e n

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 5

0 g

0 m g

3 8 0 m g

3 g

0 g

0 g

B a g ' n S e a s o n C o u n t r y S t y l e C h i c k e n

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

2 0

0 . 5 g

0 m g

6 5 0 m g

3 g

0 g

0 g

B a g ' n S e a s o n H e r b R o a s t e d P o r k T e n d e r l o i n

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 0

0 g

0 m g

1 8 0 m g

2 g

0 g

0 g

B a g ' n S e a s o n M e a t L o a f

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 5

0 g

0 m g

4 0 0 m g

2 g

0 g

0 g

B a g ' n S e a s o n P o r k C h o p s

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 5

0 g

0 m g

5 3 0 m g

3 g

0 g

0 g

B a g ' n S e a s o n P o t R o a s t

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 0

0 g

0 m g

4 0 0 m g

1 g

0 g

0 g

B a g ' n S e a s o n S w i s s S t e a k

1 . 1 o u n c e s $ 2 . 0 2

2 T s p

1 5

0 g

0 m g

5 0 0 m g

3 g

0 g

0 g

A l l - A m e r i c a n B u r g e r S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

1 5

0 g

0 m g

4 7 0 m g

3 g

0 g

0 g

B e e f S t e w S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

1 5

0 g

0 m g

4 8 0 m g

2 g

0 g

0 g

B e e f S t r o g a n o f f S a u c e M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

2 0

0 g

0 m g

5 0 0 m g

4 g

0 g

0 g

I t a l i a n M e a t b a l l S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

2 0

0 . 5 g

0 m g

3 2 0 m g

3 g

0 g

0 g

M e a t L o a f S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

1 5

0 g

0 m g

3 2 0 m g

2 g

0 g

0 g

M e a t M a r i n a d e S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

1 5

0 g

0 m g

2 8 0 m g

3 g

0 g

0 g

S l o p p y J o e S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

2 0

0 g

0 m g

3 0 0 m g

3 g

0 g

0 g

S w e d i s h M e a t b a l l s S e a s o n i n g M i x

0 . 7 o u n c e s $ 1 . 7 9

1 T s p

4 0

1 g

0 m g

4 9 0 m g

6 g

0 g

0 g

G a r l i c & H e r b B u f f a l o W i n g s S e a s o n i n g M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 g

0 m g

5 0 0 m g

5 g

0 g

0 g

H i c k o r y B B Q B u f f a l o W i n g s S e a s o n i n g M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 g

0 m g

4 4 0 m g

6 g

0 g

0 g

H o m e s t y l e C h i c k e n & M u s h r o o m

M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 . 5 g

0 m g

5 1 0 m g

3 g

1 g

0 g

H o n e y B B Q C h i c k e n G l a z e S e a s o n i n g M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 g

0 m g

4 8 0 m g

5 g

0 g

0 g

H o n e y M u s t a r d C h i c k e n S e a s o n i n g M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 . 5 g

0 m g

5 0 0 m g

4 g

0 g

0 g

O r i g i n a l B u f f a l o W i n g s S e a s o n i n g M i x

1 . 6 o u n c e s $ 1 . 9 9

1 T b s p

2 5

0 g

0 m g

5 0 0 m g

6 g

0 g

0 g

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thE CoNsuMErAccording to research rom Mintel reports, consumers show stronguses o barbecue sauce throughout their daily lives when preparing

ood during the week. O the surveyed sample 35-64 year olds used

an average o two bottles o barbecue sauce in the last 30 days duringall o 2009. Out o the top 15 brands o barbecue sauce used in thehousehold the top contender, A.1. Steak Sauce ranked highest amongconsumers across the board. KC Masterpiece barbecue sauce rankedsecond with the highest percentage o users being 35-64 years old.Sweet Baby Rays and Bulls-Eye were ranked the lowest out o the

our top competing brands 2009, but still have become a strongpre erence or consumers today (Mintel, Condiments. HouseholdConsumption o Condiments. US, 2010).

Mintel states that or any condiments, the number o jars usedper month drops noticeably in empty nester households. Tere is,however, potential or increasing the number o meal occasionsin which condiments are used in these 65+ households, especially since older consumers are more likely to prepare meals rom scratch.(Mintel, Condiments. Household Consumption o Condiments.US, 2010).

Because the potential or innovative new avors and recipes is thestrongest in barbecue sauces through modi ying the sweet/spicy/smoky/ ruity ormula, new avor additions to the lineup can keepbarbecue brands exciting and a priority in the consumers mind.barbecue sauce brands ragment the adult consumer market, o eringthe possibility o new and niche entries in abundance.

Tere has been a signi cant increase in the requency o usagepeaking at more than 10 times per week in the population aged 35-64. It then drops to its low (8.38 meals per week) in the group aged65+.


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Ketchup UsageAccording to Mintel/Experian Simmons data, ketchup usage isnearly universal, in upwards o 95% o households. Brand namesmatter more to people 65+, where only 18% o respondents buy store

or other brands. Given that the oldest age group is also the one withthe highest percentage (46%) using less than one bottle a month,the higher price associated with brand names is probably not anoticeable concern. (Mintel, Condiments. Household Consumptiono Condiments. US, 2010).

Heinz is the dominant brand, used by about three quarters o households; no other brand exceeds hal o households using it. Teaverage number o bottles used per month is highest in the groups

aged 18-24 with 1.57 bottles per month and 35-44 with 1.42 bottlesper month. Mintel states that the 35-44 age group is the most likely to have children in the household. (Mintel, Condiments. HouseholdConsumption o Condiments. US, 2010).

Attitude and KnowledgeResearch shows that consumers place higher emphasis on nutritionand diet, which results in placing condiments and sauces accordingly

to t their diet expectations. When considering a sauce, consumershave a positive attitude towards products with terms such as MSGFree, Low Sodium, and No Additives or Preservatives. Althoughconsumers eel that it is important to have multiple sauces on handmost need reminders to use the sauces they already have or to eventhink about sauces at all. Consumers seem to have little knowledgewhen it comes to what sauces can be used or and di erent ways itcan be used in a meal outside dips or marinades. Providing recipesand encouraging usage other than with the main meal o the day

will increase knowledge and o er di erent ideas to using sauces thentraditional dipping techniques, which consumers report as open totrying.


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Purchasing habits and usageA er the onset o the economic down all, consumers no longer havethe unds to dine away rom home. Tis has caused consumers tostart seeking at-home solutions and substitutes or their typical away-

rom home meals. Barbecue sauce is a product that is used to avormeat cutlets and is usually purchased simultaneously or a groupevent such as tailgating and barbecues. Barbecue sauce companiesuse promotion techniques to pair with meat distributors to promotetheir sauce during the peak grilling season.

According to Mintel, usage o both barbecue and seasoning saucesdeclined between 2003 and 2007 but neither decline was substantialwith only 5 percent decline in the barbecue sauce industry. Low

carbohydrate diet ads in 2003 sparked a temporary increase inrequent meat consumption which led to increased rise in avoring

sauces by consumers. Although this rise in sales was bene cial tothe industry, Mintel reports show people may be cooking less andpurchasing prepared oods more. o compete with the rozen oodsindustry, sauce manu acturers have an opportunity to give online orin-store cooking demonstrations to consumers who want a delicioushome cooked meal, but are not com ortable with the increased

cooking time they must invest.


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18/90


GEoGrAPhIC obsErvAtIoNsWhen looking at use o sauces and seasoning, research has shown us thatit is not a question o whether or not the country uses these products. Teamount o people in all o the top 14 DMAs use sauces and seasonings about

equally according to Simmons Research. Te question is; where are saucesand seasonings used more requently?

Increased requency o use directly translates into increased requency o purchase. Heavy users are heavy purchasers. I we can target the parts o thecountry with greater volume o sauce and seasoning use then the impacts wemake on each individual will have a greater e ect in the bottom line.

We want to nd the places where consumers are using 1, 2, even 4 bottles

o barbecue sauce within 30 days. Consumers with more requent use aremore likely to have a pre erence in their barbecue sauce brands. Gaining theloyalty o a requent user will be more cost e ective than targeting casualconsumers.

Usage o sauces and seasonings across populations range anywhere rom75-85% o all consumers. With no drastically low regions in the country,we looked to requency o use in order to determine where the true use o the product lies. Within this 75-85% o the population, when requency is

considered, use o all sauces points to the south as the most heavy users inthe country, though not by much.

It ends up that we had to look all the way to barbecue sauce in order to really see which regions use the most. We gained some de nitive insights and wereable to pin point exactly which regions are going to be getting sauce all overtheir aces on the regular!

GEoGrAPhIC obsErvAtIoNsWhen looking at use o sauces and seasoning, research has shown us thatit is not a question o whether or not the country uses these products. Teamount o people in all o the top 14 DMAs use sauces and seasonings about

equally according to Simmons Research. Te question is; where are saucesand seasonings used more requently?

Increased requency o use directly translates into increased requency o purchase. Heavy users are heavy purchasers. I we can target the parts o thecountry with greater volume o sauce and seasoning use then the impacts wemake on each individual will have a greater e ect in the bottom line.

We want to nd the places where consumers are using 1, 2, even 4 bottles

o barbecue sauce within 30 days. Consumers with more requent use aremore likely to have a pre erence in their barbecue sauce brands. Gaining theloyalty o a requent user will be more cost e ective than targeting casualconsumers.

Usage o sauces and seasonings across populations range anywhere rom75-85% o all consumers. With no drastically low regions in the country,we looked to requency o use in order to determine where the true use o the product lies. Within this 75-85% o the population, when requency is

considered, use o all sauces points to the south as the most heavy users inthe country, though not by much.

It ends up that we had to look all the way to barbecue sauce in order to really see which regions use the most. We gained some de nitive insights and wereable to pin point exactly which regions are going to be consuming the mostsauce.


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Te mid-west ends up being the strongest users o barbecue saucewith over 1.25 bottles o sauce used by the average consumer permonth. Te Southern parts o the country have the second heaviest

set o users, with average household bottle consumption at 1.15bottles or above all the way rom exas to Florida. Heavy bottleconsumption includes anywhere in the country that is not thePaci c coast, Western inland, and Northeastern states. Te cities wehave chosen to place strong emphasis on in our campaign all allwithin the regions that have the most heavy use.

Te ollowing maps show the average amount o sauces used in 30days by those consumers who indicated using sauces according to

Simmons Research. Te rst heat map All Sauces include ketchup,barbecue sauce, steak sauce and marinades, while the second isstrictly average amounts used or barbecue sauce.


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P A G E 2 0

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> 1

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Average#ofbottlesusedperhouseholdevery30days:BarbecueSauce


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23/90


PrIMAry rEsEArCh survEyfINDINGsPrimary research was conducted by creating an online survey usingthe site Qualtrics. Te survey was then administered using email

and social media sites such as Facebook and witter. Tere were 200respondents in an eight day period. Tere were 14 questions total;nine ocusing on consumer purchasing habits and barbecue saucepre erences, one ocusing on media usage and ve demographicquestions. Te ollowing pages show the overall results andconclusions rom this research.

54%

23%

16%

7%

Sweet Baby Ray's

KC Masterpiece

A1 Steak Sauce

Bull's Eye

1. I you had to choowhich o the our barbecue sauces belowould you pick or preparing your ood?

Over hal o respondentschose Sweet Baby Rays astheir primary choice o saucewhen preparing a meal. KCMasterpiece was rated thesecond highest with Bulls Eyereceiving the lowest rating othe our sauces.

45

69

158

39 44 4046

77

9

0

20

40

60

80

100

120

140

160

180

2. What actors

in uence you to try anew cooking sauce ormarinade product?

When trying a new cookingsauce or marinade product,consumer decisions rely heavion good taste. Spiciness and

price were also consideredactors but besides the

choice o other, nutritionand authenticity were ratedthe lowest concerns amongconsumers.


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11%

10%

80%

Yes, Always

No, Never

Yes, With OccasionalImpulse Purchases

3. When you goshopping or groceries,do you plan your

purchases in advance? Overall, the majority o consumers plan their purchasesin advance with occasionalimpulse purchases whileshopping. Tis shows thate ective advertising such asend cap displays or special

discounts could e ectively reach consumers and spark impulse purchases.

4. When you goshopping or groceries,do you plan on buying a particular type o brand?

While the phrase Sometimesisnt a concrete answer, that iswhat the majority respondentsreported when questionedabout brand loyalty. Mostconsumers have certain avoritebrands they tend to purchasebut are open to other brandnames.

12%

11%

77%

Yes, AlwaysNo, Never

Sometimes


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5. O the ollowing barbecue sauces listedwhat particular brand

o barbecue saucewould you buy?

While this question posed asimilar response as the rstquestion, the results wereslightly skewed. Sweet Baby Rays remained in highestdemand by consumers with

over hal o consumerscommitted to purchase.Consumers purchasinghabits showed change as KCMasterpiece and A1 reportedto be almost neck and neck with 19 and 18 percent pointsrespectively.

17%

50%

7%

19%

7%

A1 Steak SauceSweet Baby Ray's

Bull's Eye

KC Masterpiece

Other

21

020406080

100120140160

180

6. How do you useBarbecue sauce? (Check all that apply)

Each category had a highamount o consumer usagesince multiple boxes couldbe checked. However, using

the product as a sauce wasthe highest reported usage by consumers.


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8. Rank the below types o ood you use barbecuesauce with by dragging them in order o how ofen you use them. First being Most and sixth being Least. Chicken and Ribs were reported to be the meats most requently paired with barbecue sauce among consumers. Te majority o respondents agreed that lamb would be the least likely meat to pairwith barbecue sauce on their dinner tables.

7. What type o cooking styles do youuse barbecue sauce

or? (Check all that apply)

While multiple boxescould be checked or thisquestion, grilling while usingbarbecue sauce was reporteda popular use among nearly all respondents. Baking was

another popular cookingstyle when using the saucewith interest rom over hal o respondents.

0

20

40

60

80

100

120

140

160

180

200


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9. Rank the above types o media by dragging them in order o how ofen you use them. First being Most and seventh being Least.

Overall, respondents were more likely to use social media sites suchas Facebook and witter over any other medium. When respondentsare not using social media, participants reported spending timewatching television and other entertainment online. Print media,such as magazines and newspapers, are least likely to be used by thesurveyed audience.


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57%

44%

Female

Male

72%

8%

10%

6%

3%

2%

Age 18-24

Age 25-34

Age 35-44

Age 45-54

Age 55-64

Age 65+

0%

4%

0%

16%

4%

3%

27%

48%

Some High School

High School

GED

Some College

2 Year Degree

2 Year Degree (In Progress)

4 Year Degree

4 Year Degree (In Progress)

6%

2%

4%

3%15%

72%

Other (NotListed)

NativeAmerican

Pacific Islander

African America

Asian American

Caucasian

12%

6%

8%

13%

62%

$100k+

$75,000 - $99,999

$50,000 - $74,999

$25,000 - $49,999

Less Than $25,000

10. Gender Te respondents genders weresplit almost in hal with themajority o respondents emale.

11. AgeOverall, most respondents were18-24 years old.

12. EducationTe majority o participantswere undergraduates inprogress o their our yeardegree. No respondents hadreported not graduating romhigh school.

13. RaceTe respondents o the survey were primarily Caucasian.

14. IncomeOverall, most respondents

reported making less than$25,000 annually.


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ADvErtIsING hIstoryUnderstanding the advertising history o barbecue sauces andcompetitors will help to better determine how to reach consumers onthe most efcient and e ective levels. ouching on how consumers

in the past have been reached, in what quantity, and through whichmediums will provide insights necessary to aide in a success ulcampaign

Advertising or KC Masterpiece and its competitors rely heavily onseasonality and drawing the connection between the sauce, and the

oods they compliment. Sauces, marinades, condiments, and rubs allplay against KC Masterpiece or shares o the market and a chance

or requent placing alongside Americans avorite dishes.

Trough advertising o en closely tied to promotions such as sportingevents and seasonal activities such as concerts and estivals, thesecomplimenting avors create brand association with events whereconsumers would encounter the brand in a avorably associatedenvironment.

raditionally, barbecue sauces start out as regional avors and then

expand distribution and exposure up to a national scale. Becauseo these regional beginnings, brands can o en assume speci cgeographic analogies.

With the expanding, new competition will has and will arise,constantly rewriting the rules on how to market sauces and marinades.Te challenge is to e ectively connect with consumers in resh andexciting ways. What worked in the past may no longer work, theindustry is already seeing a strong transition to internet-based salesand exposure. KC Masterpiece has the opportunity to maintain aleading role in the market, the key is to learn rom those closest. Addto this the act that nearly hal o all sales in the sauce and marinademarket are outside o the supermarket and the advertisements mustaccomplish more than just brand interest, they must inspire pursuito the product.


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Major Competitors and Teir StrategiesWhen looking speci cally at competitors, major brands rom eachcompeting category have well de ned approaches to their targetconsumer. Barbecue sauce assumes roles as a condiment, dipping

sauce, and marinade/cooking sauce. Advertising rom anywhere,mustard to ranch to meat rubs can e ect sales and exposure. Tey are prying or a piece o the same markets and it has the potential tospread KC Masterpiece i strategy is not applied.

Current campaigns rom each can be seen reaching or a myriad o market goals. Campaigns ocus on anything rom an expansion o consumer base to increasing the requency o use, and even targetinga completely new segment that may not have had much previous

penetration rom the industry. Tese brands have a tendency to blurthe lines between advertising and promotions and o en opt or co-branding with other products rom either the parent brand or a non-competing brand rom a separate industry.(Mintel, Condiments. Advertising and Promotions. US, 2010)

A1 Steak SauceA1 is part o the Kra Foods behemoth and with every intention

on remaining the most well known and consumed meat sauce.Teir slogan Yeah, its that important. is a ew years old and may be wearing on the consumer. Te images o normal people actingin strange responses to the presence o A1 is both con using andentertaining to the consumer. Te act is that restaurants carryingA1 and consumers have come to rely on this market leader. A1seems to be continuing their emphasis on the brands tradition andcultural relevance. Phrases that include words like original leadingand #1 tend to spur the consumer toward purchases, and right ully

so (Mintel, Cooking Sauces and Marinades. Advertising andPromotions. US, 2008). A1 Steak Sauce was advertised with almost$2.5 million in traditional media in 2009 (LNA, 2009).


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Heinz 57 KetchupNothing says natural and original quite like Heinzs recent advertisinge orts or their 57 label ketchup. No one grows ketchup like Heinz.is an acknowledgement to the condiments main ingredient. Te

language and phrasing o it is much more e ective than simply saying that the ketchup is made with really awesome tomatoes. Tebrand is an icon in American culture and the advertising must re ectthis legacy(Mintel, Condiments. Advertising and Promotions. US,2010). US ad dollars show that Heinz Ketchup had an over $17million ad budget in 2009. Tis is the largest ad spending o any single traditional condiment brand (LNA, 2009).

Sweet Baby RaysSweet Baby Rays has virtually no advertising. Promotions leadthe way or this brand. I there is a single brand in the industry that proves that traditional advertising is not necessary to have asuccess ul brand, it is Sweet Baby Rays (Mintel, Cooking Sauces andMarinades. Market Share-Wet Sauces. US, 2008). Word o mouth,organic consumer enthusiasm, and a respectable internet presencehave provided Sweet Baby Rays with a market share that came at abargain when considering ad dollars.

McCormick RubsSince 2009, increases in spending on McCormicks Grill Mates made

or large jumps in sales. With the tagline, Master the ame, Masterthe avor. McCormick is attempting to reach a younger cookingand grilling demographic. Advertisements address likely situationsincluding summer barbecues and backyard sports. Promotionscompliment the idea o gaining knowledge and prowess within thegrilling realm. Health is also an attribute addressed in advertisements

and the dedicated Grill Mates website. ie-ins to tools and in ormationon the website and elsewhere help to create a cohesive campaign orthe market leader o seasonings. Advertising spending in 2009 orthe Grill Mates line totalled $5.2 million in 2009 (LNA, 2009).


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Mrs. DashPossibly the most prevalent o seasonings when it comes to addressinghealth as a selling point. Mrs. Dash is made with no salt/MSG andthey make it known. Simple commercials with a act based narrative

over top point to the unique selling point o Mrs. Dash or an easy to digest message. Te brands advertising approach appears to betoward more emale than male, giving question as to why the malepopulace is not addressed more directly with the shortcomings o aname like Mrs. Dash. Advertising or the Mrs. Dash brand came to just over $7 million in 2009 (LNA, 2009).

Hidden Valley RanchConsidering the variety o applications or ranch dressing, its

no surprise to see this ood giant as a competitor. Fortunately orus, Hidden Valley comes rom the same amily o brands as KCMasterpiece. outing itsel as the original ranch, and supporting itas market leader and a substantially large one at that, Hidden Valley has a signi cant advertising budget. Recent campaigns have ocusedon Hidden Valleys use with vegetables. Hidden Valley Ranchmakes vegetables delectable. Te recent advertising approach hasbeen criticized or not addressing many o the concerns among

consumers (Mintel, Bagged Salad and Salad Dressings. Advertisingand Promotions. US 2008). 2009 spending on advertising orHidden Valley Ranch came to $33.3 million (LNA, 2009).


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34/90


sAlEs ProMotIoN

KC MasterpieceKeeping in mind that all major companies that make barbecue

sauce provide extensive couponing online, in-store, and on-pack promoting product trial, each company has chosen its own creativeapproach to sales promotion tactics in an e ort to uni y their brandmessage and company objectives.

Authentic, essential and straight to the heart barbecue sauce thatbrings Real Deal people together or a celebration o li e is a constanttheme throughout the promotional e orts o KC MasterpieceBarbecue Sauce. Te Real Deal sales promotions ocus on peoplewho enjoy li e, but are hardworking and passionate about the littlethings that are important. It can be a doctor who knows all theirpatients on a rst-name basis or a co-worker who is so passionate

about cooking that they constantly bring in their kitchen creations oreveryone in the ofce to try. By holding their promotions at the sametime as the 2010 Keith Urban Summer Lovin our, KC Masterpiece

hoped to create a way orpeople to escape, whetherits tailgating be ore a show,being inspired during KeithUrbans show or hangingout in the backyard grillingwith amily and riends.


35/90


Troughout the summer o 2010, KC Masterpiece worked withcountry music star, Keith Urban in a quest to bring Real People,Real Music, and Real Food across the country. As a sponsor o the Escape ogether our, KC Masterpiece hosted the Keith UrbanBackstage Barbecue Experience, VIP pre-show events eaturing KCMasterpiece Barbecue Sauce and a personal per ormance by KeithUrban ollowed by photo opportunities with him. KC Masterpiece Barbecue Sauce also provided various sweepstakesand contests or consumers. Te Me, You, and a BBQ sweepstakeswas held in coordination with Keith Urbans Escape ogether our andgave entrants a chance to experience a private Keith Urban concertas well as hang out with Keith Urban at a private Barbecue. Other

prizes included trips to Los Angeles, New York, and Las Vegas to seeKeith Urban in concert. KC Masterpiece also set up the Real Dealrecipe contest or the best barbecue and best wild card creationusing KC Masterpiece Barbecue Sauce. Te rst place winners o thetwo categories received a Backstage Barbecue Experience, which

eatured an acoustic per ormance by Keith Urban ollowed by agroup photo opportunity.

Sweet Baby Rays

Sweet Baby Rays Barbecue Sauce has become the astest growingpremium barbecue sauce in America. Te brands sales promotions

have ocused on emphasizing its history as an award-winningbarbecue sauce that moved beyond its cherished Chicago originsto become Americas astest growing premium barbecue sauce. Te viral contest held through their ofcial website called Te TrillWithout the Grill Video Challenge 2 encouraged consumers o Sweet Baby Rays to send in a 60 second video showing why they


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are a Sweet Baby Rays Super an. Te winner received a cash prizeo $1,500 plus a east o barbecued meats or up to 25 people and 1years supply o BBQ Sauce.

Additionally, Sweet Baby Rays website also eatures a page dedicatedto the slogan Te Sauce is the Boss! Consumerso Sweet Baby Rays Showem whos boss! by submitting photos that show their various uses o Sweet Baby Rays Barbecue Sauce.

As a brand, Sweet Baby Rays isnt just a barbecue sauce. In 2005, therst Sweet Baby Rays Barbecue Restaurant opened in Wood Dale.

Tis 36-seat establishment provided an opportunity to develop thepremium brand o Sweet Baby Rays Barbecue Sauce by combiningit with some o the nest barbecue in the nation. wo years later alarger, 185-seat Sweet Baby Rays Barbecue Restaurant was opened inElk Grove Village. In addition, Sweet Baby Rays also o ers extensivecatering programs that ocus on delivering great satis action andenable clients to wow their guests with the unique taste o SweetBaby Rays Barbecue Sauce.

Kraf Barbecue Sauce

Te Kra Foods wet sauce with the second largest market share isKra Barbecue Sauce. Kra BBQ Sauce has been e ective in holdinga 6.2% market share o wet sauce sales with a variety o avors


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and promotions. Kra Barbecue Sauce is positioned as a low cost,time saving product that has a higher viscosity, thus allowing theconsumer to use less in one use. Using Facebook, witter and alanding page entitled JustAddBBQ.com, Kra utilizes social mediaand the internet to interact with consumers and promote new products. Kra BBQ Sauce is popular with users or the taste and thecontinued use o coupon distribution. Tis sauce is marketed towarda demographic who wants to save money and coupon promotiondoes this e ectively.

A1 Steak SauceKra s A1 Steak Marinade is the most success ul wet sauce product

sold by Kra and holds the largest market share o 8.7% in 2007.A1 has utilized several co-marketing strategies throughout the yearsand in 2008, A1 co-merchandised with the service meat departmentto promote bee sales during the summer months. In-store displaysinvited customers to purchase A1 along with $1 coupons on grillingcuts with the purchase o this popular Kra item (Mintel,Condiments. Advertising and Promotion. US, 2010).According to the NCBA, Kra also partnered with theAnheuser-Busch company in 2008 to promote summerholidays and all tailgating. Tis partnership included in-store displays in supermarkets with instant redeemablecoupons to give consumers incentive to purchase.Te promotion eatured Michelob or Memorial Day,Budweiser Select or Fourth o July and Budweiseralong with Bud light or tailgating. Tese holidays occurduring the peak grilling season and also occur duringheavy sales promotion or grills with POP advertising

and end cap displays (Mintel, Outdoor Barbecues. Advertising andPromotion. US, 2010).


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Heinz KetchupAlthough Heinz Ketchup is not a barbecue sauce, it is still a directcompetitor to the barbecue sauce industry. Ketchup sales havesteadily increased rom 2008 with an overall expected 5.4% risein sales during 2010-2015 or the ketchup and mustard segment(Mintel, Condiments. Segment Per ormance. US, 2010). AlthoughKra holds the majority market share with less than 10%, Heinz isa close second behind by more than one percentage point (Mintel,Condiments. Segment Per ormance. US, 2010). Ketchup saleshave also steadily increased since the economic downturn whileauthenticity, nutritional content and low cost have been the deciding

actor in condiment purchases. Heinz Ketchup has done several

promotions such as the Gone Dipping with Gortons Fish SticksSweepstakes, the Heinz Wholesome Memories Contest, and the opTis V Challenge (Heinz.com). Each sweepstakes or competitionholds its own landing page with ree entry into its contests.

Heinz Ketchup reaches its target consumers by having a largepresence on social media sites such as Facebook and witter.Te Heinz Ketchup Facebook an page has over 500,000 ans anduses its large media presence to its advantage. By o ering specialo ers and creatively displaying its digital promotions, HeinzsFacebook page involves consumers while achieving brand loyalty.Te companys extensive Facebook page o ers a requently askedquestions page, Heinz also promotes its product by sponsoringgrants or inter-generational gardens that uses gardening as a tool toencourage children to develop healthy eating habits and care or theenvironment. Te National Gardening Association is a non-pro torganization that has worked or 35 years to renew and sustain the

environment while providing education to youth about education,health and wellness (Association, Garden). Heinz omato Ketchupmarkets itsel on being a healthy product or amilies and o ersketchups with reduced sugar, sugar substitutes, and high- ructosecorn syrup (Mintel, Condiments. Advertising and Promotion. US,2010).


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WeaknessesDespite having a long history o barbecuing andcelebrating the barbecue li estyle, KC Masterpiece

is only third in the top our brands o sauce. KCMasterpiece also has a product line that is toobroad. Instead o only ocusing on a ew di erenttypes o sauce, they have a wide variety o saucesthat might be too overwhelming or consumers.A1 sauce and Sweet Baby Rays, two o KCMasterpieces main competitors, have much highersales and hal the variety o sauce. KC Masterpieceis also not as versatile as Sweet Baby Rays or

instance. Consumers o Sweet Baby Rays nishand rebuy bottles much aster than consumers o KC Masterpiece.

StrengthsOne o the strongest selling points o KCMasterpiece Barbecue sauce is its authentic

background. Kansas City is considered to be theheart o barbecue, where numerous barbecuecook-o s, challenges and events are held each year.KC Masterpiece has been celebrating the li estyleo barbecue or over 30 years, bringing amily and

riends together in order to enjoy the outdoors andhave un eating at the same time.KC Masterpiece is brightly labeled and is muchmore visually appealing than its competitors.

KC Masterpiece is also associated with having acelebrity status, as it can be seen touring with KeithUrban. Tis not only makes the brand more un,it creates an even more in depth image o the uncountry barbeque li estyle.

OpportunitiesKC Masterpiece, while already making an attempt toembody the barbecue li estyle, has the opportunity to really set them apart rom the competition. I KC Masterpiece can really have people identi y them as the go to sauce or riends and amily, they will think about the excitement o being outdoorsand cooking be ore they even buy the product.I KC Masterpiece can create excitement aboutbarbecue, they can capture consumers who aretruly passionate about cooking. People who can

identi y with a brand will become loyal to it andreturn again and again when they need more.

sWot ANAlysIs

TreatsSweet Baby Rays has a much higher percentage

o sales than KC Masterpiece and does notspend nearly as much money or do virtually any advertising. KC Masterpiece needs to becomea more versatile sauce and change their ocus

rom being a brand that can only be used duringcooking to one that can be used or dipping andcasual eating.


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CAMPAIGN objECtIvEs

Launch a campaign starting on June 1, 2011.

Highlight KC Masterpiece as the sauce that originates romthe heart o barbecue, Kansas City.

Get consumers excited about barbecue sauce and spendingtime with amily/ riends.

Consistently remind our target market o the un barbecueatmosphere.

Get consumers to purchase bottles o KC Masterpiece morerequently.

Reach a target demographic o adult women ages 35-49.Maintain a budget o $4.7 million.


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Determining the target market comes down to the execution strong research. Trough the

secondary research resource Simmons, an exclusive target audience has been derived. Tisaudience will be the primary ocus o campaign e orts, and all choices in media placement,strategy, and promotions will re ect upon the results o this data. Tese graphs show thosewho answered yes to the ollowing descriptors. Te ollowing secondary research establishedexactly who KC Masterpiece needs to be targeting.

Gender Male and Female adults have a high incidence o using barbecue sauce. Tis is exempli ed inall three charts, which show that both genders have high index numbers ranging rom 96-103.A campaign to target both genders, as well as a special ocus on the emale demographic is

ideal. By targeting both genders it allows KC Masterpiece to target people who use barbecuesauce the most while also penetrating a consumer market that has a high potential or growth.

2. ta ge Ma ke rec mmenda i n


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AgeAdults ranging rom 35-49 are the recommended age range or KC Masterpiece to target. Teindex numbers corresponding to this target age or the three charts are all above average and range

rom 101-105. Tey also have exceptionally high vertical percentages, which show that this groupis great or KC Masterpiece to target because it represents a large amount o people who already usebarbecue sauce on a regular basis.


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EducationAdults 35-49 who have graduated high school as their highest orm o education are the mostpromising demographic or KC masterpiece to target. Tis is supported by users o barbecuesauce, ketchup, and seasonings with index numbers between 99-101 as well as above average vertical percentages in all three categories.


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Employment Steady incomes enable greater purchasing power. Adults with steady employment that totals greater than

30 hours work weeks are most interested in purchasing sauces and seasonings, along with most other

consumer products. Tere is agreement in this observation across all three related product categories

observed.


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Marital StatusAccording to Simmons, over 50% o the users o barbecue sauce and related avorings arepresently married. Tis category ranks signi cantly higher than other category choices in Indexrating.


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# o Children in Household Adults with 1-2 children in a household are most likely to use barbecue sauce according to Simmons

research about barbecue sauce, seasonings, and ketchup. All three categories have an index number that is

above average as well as high vertical percentages which indicate that households with at least 1-2 children

is part o KC Masterpieces target market.


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Household IncomeWhile a higher income does not always mean a consumer is more likely to use a speci c product, this isthe case or sauces and rubs. Households with incomes above $45,000 and especially above $50,000 arethe most likely income distributions to use these products. Tose households with incomes over $50,000make up approximately 52% o users o competing sauces and rubs, as shown below. Not only do they make up over hal the users, but they have more disposable income to spend on sauces and other ood

urnishings.


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PsychographicsTe recommended target audience tends to display a variety o traits

that include dominating, authoritarian, demanding and aggressive. In

contrast, they also display traits o a ection, passion, love and romance.

Troughout our research other possible demographics were considered

but not recommended due to lack o e ectiveness. Younger ages between

18-30 years old were considered because o their tendencies to be more

involved in social activities. However, they were not recommended as a

target demographic due to their lower incomes, which resulted in them

being less likely to purchase speci c products due to the belie that they

were too expensive. In addition, the older demographic o 55-64 was also

considered because o their higher disposable income. Tis group was

not recommended as a target demographic because o them being lessinvolved in hosting social events that directly correspond to the use o

barbecue sauce.

Consumer Pro lesUsing Simmons 3 Choices we derived in ormation about use ulage demographics who consume barbecue sauce. Some o the mainpoints we chose the target demographic based on were age, income,

education, marital status, ethnicity and number o children in thehousehold. A er we decided our demographic we used the marketsegmentation tool, PRIZM, to nd pro les we could target ouradvertisements at. Te PRIZM pro les were chosen based on how close their preset pro les were to the demographic in ormation we

ound on Simmons 3 Choices.

Up and ComersUp and Comers are middle class individuals in the 25-44 year old

age demographic. Tey are interested in athletic activities, thelatest technologies, and nightli e. Many o them have some ormaleducation and their median household income is $53,521. Tispro le lives in the city and do not have any children yet.


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American DreamsAmerican Dreams: Almost hal o this pro le is racially diverseand alls into the 35-54 year old age demographic. Tis pro le haschildren in the household and has at least some ormal education.

Teir median house hold income is $58, 517.

Shotguns and PickupsShotguns and Pickups are lower to middle class amilies that all inthe age group o 25-44 years old. Tis pro le has children in theirhome and has at least a high school education. Additionally, they enjoy camping and hunting, shopping at Sears and driving Ford FSeries trucks.


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Raleigh, NC

Kansas City, MO

Nashville, N

DallasFt-Worth,

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Washington D.C.

Atlanta, GA

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Media Objectives

Stay within a budget o $4.7 million.

Utilize media and sales promotion to target men and women 35-49.

Reach speci c niche markets including barbecuing cities.

Reach the target audience through strategically placed cable V, radio

spots, and internet entertainment sites, sales promotion events and

promotional advertising.

Trough trade magazines, highlight the strong brand name through

example o use through cook-o events and ood estivals.

Create continuous brand awareness and strong sales o the

KC Masterpiece brand among adults 35-49 years old through humor.

Media RationaleTe selection o media is based on the quintile data rom Simmons, are:

(1) cable television, (2) television, (3) radio, and (4) Internet. Using these

rather than print media will reach our target audience or an everday use

o barbecue sauce.

3. t e Media P an


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rade MagazinesQSRQSR rade Magzine is the business-to-business publication orthe limited-service restaurant segment. More than 300 restaurants

and restaurant chains subscribe and write to the magazineincluding amiliar names such as McDonalds, Burger King, andPanera Bread. While this magazine is only o ered to restaurantbusinesses, QSRmagazine.com provides a public in ormation hub

or in ormation about healthy eating choices, consumer dining andupcoming promotions throughout the nation. QSR is published12 times a year and a very avorable media outlet in reachingbusiness owners and promoting KC Masterpiece as the number onecondiment to o er their consumers and eature in their restaurants.

Progressive Grocer Progressive Grocer Magazine has been a top selling magazine inthe supermarket industry or the past 90 years. Reaching one o the largest widespread markets n the nation, Progressive Grocer isdistributed to all levels o retailers including chain supermarkets,independent grocers, supercenters, wholesale distributors, andsuppliers. Progressive Grocer readers typically consist o top

management o national supermarket companies and executivebuyers at store level. Te content o this magazine consists o research and changes in the industry as well as industry news andcontent essential to the business. Progressive Grocer also discussespromotions and advertising with them would be an excellent way

or KC Masterpiece to discuss its campaign and gain success ulawareness o our promotions.


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Supermarket NewsSupermarket News is the only nationally circulated weekly trademagazine or the ood distribution industry. Tis publication orsupermarkets is the primary in ormation source or ood retailindustry news, trends and product eatures. Tis publicationsreadership includes retailers, manu acturers, brokers, analysts,association executives and other restaurant connectionsconnected to the industry. Tis magazine is the premiere resource

or news and insight that covers non ood strategies, resh market,technology and more. Tis would be an excellent publication toadvertise in as it is the only weekly trade magazine and woulde ectively reach industry buyers in the supermarket business.

elevisionelevision will be used as our primary media during this

campaign as it is extremely popular with the target audience.According to Mintel, 61% o adults 35-54 are moderate to heavy television viewers watching more than an hour each day. Amongour target users, only 39% o this demographic is less likely towatch television during prime time hours. More speci cally,Simmons revealed this target market watches television duringFILL IN NUMBERS. Based on this research and to maximizereach and requency, we suggest prime time television as ourprimary medium in reaching our target audience.

For cost efciency, ocusing on cable television will be another

help ul move or the KC Masterpiece campaign. Approximately 42% o our target audience consider cable television theirpre erred media. Te combination o high interest in sportsbroadcasting and educational program make cable a sensiblechoice o media to reach the target market. Based on Simmonsresearch, channels that had the highest index numbers among


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the emale target audience were Li etime (127), BS (126), FoodNetwork (129), LC (129), and Home & Garden (128). Among ourmale target audience, the most popular shows based on Simmonswere ESPN, ESPN2, Te Discovery Channel and Comedy Central.

Advertising during shows where the subject matter is relevant andenjoyable to our users is key in grabbing consumer attention andenhancing our campaign. Tese television shows provide programsthat males and emales can watch with their amilies and providebarbecue opportunities or large amily get together such as sportsevents.

RADIORadio Drive TimeNearly 45% o our target audience pre ers to listen to radio whileduring am and pm drive time. Only about 33% o our audience,along with low index numbers o 76, is less likely to listen to theradio during the drive time.

Radio All Day

22.4% o our target audience is represented in quintile one orradio all day whereas only 16.9% o the audience with a low indexnumber o 85 tend to listen to radio less during the day. Te data orradio all day quintiles suggest that our target audience is more likely to listen to the radio during the day. With an index number o 120,our target audience is more likely to listen to the radio or severalho

Documents

KC Masterpiece BBQ Sauce FINAL