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.”