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Market Won Quaker True Delights Presentation

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Marketing plan done at University of LaVerne, winning the group challenge

Marketing plan done at University of LaVerne, winning the group challenge

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  • 1.
    • Marketing Plan for Quaker True Delights
  • 2.
    • Market Won was formed on the basis of ethical professionalism aimed at responsibly representing our client’s goals and objectives.
    • Our goal is to provide effective strategies to the customer leading to successful marketing of products.
    • This will be accomplished utilizing intelligent methods of research applied with experience and creativity providing a service of unmatched value.
  • 3.
    • Increase Market Share
    • Overtake Competition
    • Increase Sales by 23%
    • To own the Term Gourmet Granola Bar
  • 4.
    • Age Gender
    •  25 25-45 46-65  65 Female Male
    •   Do you trust the Quaker brand? Would you eat a granola bar instead of a candy bar?
    • Yes No Yes No
    • Do you eat granola bars? Why do you buy a certain product? (circle all that apply)
    • Yes No Price Taste Value Nutritional Value
    • When? (circle all that apply) Of above, what’s the most important reason?
    • At Home At Work Price Taste Value Nutritional Value
    • At Play Traveling
    • Other
    • What is your current brand?
    • General Mills Kellogg Nature Valley Quaker Other
    •  
    • Did you enjoy your “True Delight” enough to purchase? Yes No
    •   Did you like it better than your usual brand? Yes No
    •   Would you pay a little more for a ‘true delight’? Yes No
    •  
  • 5.
    • Preliminary Quantitative Analysis
      • Surveyed: 146 men, women, and children
      • Victor Valley of the County of San Bernardino, CA
      • Ages 12 – 65+
  • 6.
    • When do you eat granola bars?
      • Home consumption, 76%
      • While at play, 36%
      • While at work, 74%
      • While traveling, 62%
    • Working Women on the go, ages 25 - 65
  • 7.
    • Do you enjoy it over your usual brand?
      • 53% Overall responded YES
      • Target Market
        • Women 25 – 45, 71%
        • 46 – 65, 68%
  • 8.
    • Would you choose a granola bar over a candy bar?
    • - Overall 77%
    • - Target Market 86%
  • 9.
    • Would you pay more for True Delights?
      • Overall 45%
      • Target Market 75%
  • 10.
    • Qualifying Dimensions, Preliminary Customer Types
      • Working Women Age 25 – 45
      • Working Women Age 46 – 65
  • 11.
    • Granola Bar Market (2008)
      • General Mills – Industry leader, 38% market share
      • Quaker Oats – 31%
      • Kellogg’s – 11% market share
      • McKee Foods -4%
      • Private – 9%
      • Other – 7%
    • Prospective Competitors
      • All other current granola/snack bar manufacturers
      • New companies
      • Healthy category
  • 12.  
  • 13.
    • Market Structure
      • Many varieties offered, multiple ingredients
      • Transformation
      • Niche markets
      • Market entry
    • Monopolistic
      • Top two companies hold 69% of market share
      • Compete filling specific demands
      • Niche market pricing
  • 14.
    • Competitive Barriers
      • Customer Loyalty
      • Brand Recognition
      • International Market Sales
  • 15.
      • PepsiCo’s Profit Margin 53%, Annual Income $43 Billion
      • General Mills’ Profit Margin 32%, Annual Income $14 Billion
      • Kellogg's Profit Margin 42%, Annual Income $13 Billion
      • PepsiCo’s Foreign Sales Market At 48%
      • Purchasing Power/Distribution
  • 16.
    • Quaker Man Has Been Branding Icon For Over Century
    • Quaker Has A Long Line Of Firsts
    • Continuing The Legacy, We Will Present The True Delights Granola Bars As THE Gourmet Granola Bar
  • 17.
    • Strengths
      • PepsiCo Provides Access To Worldwide Resources
      • “ Super Grain” Qualities Of The Whole Grain Oat
      • Well Recognized Branding
      • Market Strength
  • 18.
    • Weakness
      • Mass Re-Branding In 2009 For PepsiCo
      • Consolidation Of Quaker Under One Focus
    • Opportunities
      • Establish New Product/Market
      • Reposition Quaker To Lead The Granola Bar Market
      • Expand Into Foreign Markets
      • Gourmet Category
  • 19.
    • Threats
      • Concentrated In North America
        • U.S., Canada, and Mexico
        • 70% of revenues generated in this region
      • Economic Recession Bring Uncertainty
      • Competition From General Mills And Kellogg
        • Similar strategies
      • Me Too’s
  • 20.
    • Further Quantitative Research
      • More comprehensive quantitative analysis in multiple areas of the United States
        • Victor Valley – median household income $64,000
        • Median household income over $100,000
      • - More precisely define the age range of target market
  • 21.
    • Further Quantitative Research
      • At least 1,000 people from each age and gender bracket from each geographic region selected
      • Include income ranges
      • Include price points to determine break point
  • 22.
    • Qualitative Analysis To Conduct
      • Focus groups including our target market and others determined as viable by our research
      • This would allow us to create a profile of potential consumers including such aspects as income, hobbies, daily lives, and habits.
  • 23.
    • Qualitative Analysis To Conduct
      • Critique the product for comments and improvements
        • Likes and Dislikes of product
      • Upon completion we will provide the correct marketing mix needed to achieve profitable sales of “True Delights” gourmet granola bars
  • 24.  
  • 25.
    • Product
      • Gourmet Granola Bars
      • Quaker to “own” the term Gourmet Granola Bar
      • Packaging stands out
      • Premium Ingredients
      • Increased Consumer Value
  • 26.
    • Place
      • Selective Upper-End Grocery Chains and Retail Outlets
      • Granola/Snack Bar Aisle
      • Eye level of target market
      • Individual Bar Sales
      • Granola bar preference
      • Facilitate Impulse shopping
  • 27.
    • Promotion
      • Inform of True Delights
      • Persuade Purchasing
      • Reinforce Quaker Branding
      • Promotion Blend
        • Advertising
        • Sales Promotion
        • Direct Sales
        • Keyword search acquisition
  • 28.
    • Price
      • Substitution Threats, Price Selection, Value
      • True Delights Consumer
        • Willing to pay more for quality
        • Willing to pay more for prestige
        • Willing to pay our price – elasticity
  • 29.
    • Recommendations & Objectives
      • True Delights the standard in Gourmet granola bars
      • Increase Quaker’s granola bar market share
        • Overtake General Mills
      • “ What’s Your True Delights?” Campaign
      • Reinforce Quaker Branding, “Go Humans go”
  • 30.
    • Recommendations & Objectives
      • Tactical Campaign
        • Market Exposure: Television and Print
      • Check stand point of purchase sales
  • 31.
    • Print Advertising
      • Full page, four-color ads
      • 3 consecutive months, July 2009 – Sept 2009
      • Magazines
        • Women’s Day - 55% of their readers are between the ages of 25-54, with a median age of 50
        • Women’s Health - 83% of their readers are between the ages of 18-49, with a median age of 36
        • Fitness - 46% of their readers are between the ages of 18-34, with a median age of 37
      • Reader & Circulation Statistics
  • 32.
    • Television Advertising
      • DirecTV, 22 million subscribers, best consumer value
      • “ Women’s” Programming Cluster
        • 2 – 3 week ad blast
        • 150 spots per 2 week period
        • $100,000 per week
      • Secondary “Kids” Programming cluster
        • Parental Program Monitoring
        • Similar costs as “Women’s” cluster
  • 33.
    • Print advertising
      • Ad Costs
        • Women’s Day: $252,390
        • Women’s Health: $138,075
        • Fitness: $138,200
        • Total Cost: $528,665
  • 34.
    • Planned Budget Costs
      • Television: $600,000
      • Commercial Production: $75,000
      • Print: $528,665
        • Production: $17,000
      • Market Won Costs: $210,000
        • Based on estimates for 3 completed months service
      • Total Costs: $1,430,665
  • 35.
    • Estimated Return on Investment
      • Based on PepsiCo’s Current Financial Status
        • Quarter Ending March 31, 2009
        • PepsiCo: 19.1%
        • PepsiCo: 5 year average – 21.2%
      • Estimated Quaker ROI of 23%
  • 36.
    • Television Commercial
  • 37.
    • Increase market share to reposition Quaker to lead $883 million industry
    • Market product so that target market wants to indulge in the experience
    • Own the term gourmet granola bars
  • 38.