The document discusses marketing opportunities for matzah, a flatbread product consumed by Jewish populations year-round but especially during Passover. There are over 6 million Jewish individuals in the US concentrated in areas like New York and California with above average incomes, representing a sizable existing market. While matzah is found in some grocery stores, it is not heavily marketed or advertised. With innovative recipes and broader targeting beyond just Jewish communities, matzah could become a popular household item with increased sales, especially if promoted around the Passover holiday in April.

1. Jon Mann
Jeremy Morgan

2.  Although we were asked to find a product in
another country that could be marketed here,
it was thought innovative by the parties
involved to find an ethnic item that was
ALREADY on the market in the United States
that had tremendous potential for expansive
growth in terms of production and even
marketing to all ethnicities of the country.
Thank You

3.  The Jewish people are not only a proud
people of Israel, but an entire ethno-religious
group located in countries throughout the
world.
 Practice religion known as Judaism
 Constituted by decent or conversion

4.  Core population in the United States as of
2012 was 6,721,680
 2.2% of the total U.S. population
 Heaviest concentrations in California
(1,223,640) and New York (1,761,020)
 Median Household income: $50,000 (Higher
than that of U.S average totaling $42,000)

5.  According to Prof. Gerald Bubis (Founder of
the School of Jewish Communal Service,
Hebrew College, Los Angeles), Jewish Families
today require $25-$35,000 a year for
intensive Jewish experiences.
 These refer to synagogue membership,
Jewish Center membership, schooling and
most importantly Kosher food, including
Matzah

6.  Focus of shopping habits will be on the
Jewish gastronomy
 Majority of traditional cuisine based on
“Kosher” standards which comes from
“Krashut” or dietary laws of Judiasm
 Matzah is traditionally used during the Jewish
holiday of Passover but is consumed year
round in different forms (soups, etc)

7.  A flat and tasty looking
piece of bread or even a
large cracker that seems
a bit over-baked.
 It seems as if it would be
easy to bake
 Very versatile item in the
fact that it could be
combined with many
different toppings,
soups, ingredients, etc

8.  Jewish Deli/Market as
well as Shop-Rite
Grocery Store visited
 “Ethnic” isle located in
the middle of the store
 Various types of
cultural foods such as
Latin, Asian, European
and finally Jewish

9.  Within the Ethnic Isle was
a Jewish section which
included a variety of
different brand Matzah’s
 Each brand does its best
to stand out from the
rest (Bold font vs Bright
Color). The two I found
were Manischewitz and
Yehuda

10.  The first and foremost detail I would like to
know about these products are if they are
produced and baked correctly according to
Jewish custom.
 The Jewish holiday of Passover emphasizes
on the use of Matzah more than any other
food on their menu.
 It is very important to them that the
traditional customs be followed.

11.  The following is a link
to a short youtube
video on the
acceptable way to
make Matzah for the
Jewish Holiday of
Passover
 Note: Matzah is not
exclusively used during
this holiday.
https://www.youtube.co
m/watch?v=VngFVVZG
5Ao

12.  Referring back to the demographic and
income statistics of the Jewish population in
the United States, this product which is
commonly used not only religiously but daily
would be very marketable on a large scale.
 It is believed that this item is actually being
under-marketed by its minute presence in
grocery stores and a heavier amount of
advertising for a new line of it will be
effective.

13.  Pro’s
◦ Over six million potential
customers nation wide
◦ Customers with high
median income ($50,000)
◦ Jewish holiday of Passover
will create an annual spike
in demand
◦ Versatility of the product
that can be marketed
◦ No real competition
advertising-wise. Other
companies don’t seem to
market the product
appropriately.
 Con’s
◦ Competition already
established in market
◦ Customer loyalty to
already existing brands
◦ Majority of sales will only
be around the Passover
holiday (Late April) if not
marketed correctly

14.  The annual amount of
units sold nation wide.
 The annual expenditure
nation-wide
 Could this product could
be marketed more
heavily to people of the
non-Jewish Community
 Do people prefer to make
their own?

15.  Although this product already exists and is sold in
the U.S. market, it is with great confidence that we
feel if it were marketed on a larger scale including
direction toward people of the non-Jewish faith, it
could become a very popular and commonly used
household item.
 Innovation and modification in the use of such a
versatile product will be utilized by creating
attractive and delicious recipes for the entire
country. This includes appetizers, toppings,
desserts, breakfast bases,pizzas (see next slide). It
will be the new “Saltine” cracker, only better!
 Television, radio, billboard, sponsoring etc would
be utilized to get the brand name in people’s minds
rendering a heavy increase in demand.

17.  http://www.britannica.com/EBchecked/topic/303358/Jew
 http://www.jewishvirtuallibrary.org/jsource/judaica/ejud_0002_001
3_0_13427.html
 http://www.jewishvirtuallibrary.org/jsource/US-
Israel/usjewpop1.html
 http://judaism.about.com/od/americanjewry/a/amjewcost.htm
 http://www.buzzfeed.com/rachelysanders/ways-to-use-matzoh-
matzo-recipes-passover
 http://www.jewishvirtuallibrary.org/jsource/US-Israel/ujcpop.html
 https://www.youtube.com/watch?v=VngFVVZG5Ao