Project that was created for a client called Made by Mavis, a Cincinnati-based company that specialized in artisan jams, jellies, and spreads. This project involved conducting in-depth secondary research, as well as creating primary data, in order to help solve the client's problem - driving trial and repeats among Millennial customers. This project was completed in only 360 hours, or 15 days. The end result was a final grade of 95%, which is an A.

1. “Creating Exotic JAMwiches”
How can Made by Mavis drive trial among the hearts of Millennial customers?
By: Ali Kasirosafar
Date of Submission: December 8th, 2015
1

2. Table of Contents
1. Background..............................................................................................................3
2. Methodology........................................................................................................... 4
3. Recommendations...................................................................................................5
4. Flow........................................................................................................................11
5. Objectives, Goals, Strategies, and Measures......................................................…12
6. About the Author...................................................................................................13
7. Appendix............................................................................................................... 14
2

3. Background
Made by Mavis is a jam/jelly/spread company founded by Mavis-Linneman Clark, who strives to
create these [products around the principles of transporting Mavis’ favorite gourmet flavors from
her kitchen to the customer’s home. Since then, she has become a well liked and respected
business within the state of Kentucky, earing her brand the honor of being “Kentucky Proud”.
While that is a great achievement for MBM, the company is still small within the area, operating
out of a incubator kitchen in Northern Kentucky and having a smaller workforce of 5 full time and
7 part time employees. She has lost some retail distributors in recent years due to the struggle of
communicating with them and the battle of where the product should go on the shelf. But there
is new light available, as she has opportunities to help bring her products into the Millennial
generations life, and in places that they frequent the most. With that, she can also tell the story
of her brand.
3

4. Methodology
• Secondary Data
– Conducted secondary data research to determine demographics, psychographics, and behavioral characteristics
across 5 generations, which was then used to further determine the Prime, Strategic, and the General target market,
and the marketing landscape for Made by Mavis. Thirty six articles, with 81% of them from 2015, were examined from
the following sources: Nielsen, Pew Research Center, BCG Perspectives, Forbes, Boston Consulting Group, Business
Insider, Motley Fool, Advertising Age, and Brand Channel, and from the company profiles/social media sites of Made
by Mavis, Delish Dish, Cascadian Farm, Shirley Ann’s, Trappist, St. Dalfour, and Oregon Growers.
• Primary Data
– Experience Survey - Conducted an in-person experience survey with Mavis-Linneman Clark, founder and owner of the
Made by Mavis brand, to find out more about the brand and what she believes will help solve the marketing problem
at hand. The interview was held on Tuesday, November 19th
, 2015, from 11:00 to 11:50. AM.
– Direct Observations – Conducted a live, direct, in person observation of 20 people at the Panera Bread location in
Newport, Kentucky on Sunday, December 6th, 2015. The observation ran from 1:50 PM to 2:50 PM. Observations were
gathered to help further analyze how MB can penetrate with trial at Panera Bread
– Indirect Observations - The observation was conducted at the Newport Kroger location on Wednesday, November
18th, between the time of 3:14-3:35. The observation included a 15 minute study of both the jam/jelly line and the
Live Naturally section. Two photos were taken and uploaded to Instagram
– Sample Survey - Methodology: Conducted a sample survey of Millennials living in Greater Cincinnati and Tri-State
(Ohio, Kentucky, and Indiana) area (N = 471) during November 24 and December 2, 2015. In the survey, respondents
were asked a series of categorical and metric questions measuring variety of demographic, psychographic, and
behavioral variables related to food consumption
4

5. Recommendations (overview)
• We recommend that Made by Mavis targets (#1) 18-34 year old, college/post graduate
Millennials who already shop at Kroger, especially in the Live Naturally section where they
shop during most of their shopping trips, and in the bread and veggie isle where they love to
buy products. In addition, these customers eat out a lot for both lunch and dinner, like to
know more about the brands they are buying, and enjoy sharing the experiences with others
• In order for us to appeal to them, we must (#2) recommend to them to focus on their love
for food combinations that contain unusual, exotic or local ingredients, their devotion to
brands like Jason’s Deli and Panera Bread, and their desire for company transparency, as
these attributes are important to them, are factored in when buying products like jam.
Additionally, it is important to show MBM that their jams can be paired with products
Millennials already love at that specific location, like Roasted Turkey, Apple & Cheddar
sandwich from Panera can be paired with Made by Mavis’ Apple Jalapeno Jam.
5

6. Recommendation #1 – Who is your Prime Prospect?
6
Meet…David J.
David is a 21 year old Millennial, who lives in Newport KY,
and, like a lot of other Millennial prospects like him, has
these attributes:
• Values transparency, authenticity, and history behind
brands
• Prides himself in sandwich based chains like Jason’s
Deli and Panera Bread
• Supports local, Kentucky-based brands
• Is a crazed online shopper, who is constantly ordering
things from retailers like Amazon
• Shares a lot of similar brands with his friends and
family
Rationale:
• Achieves brand loyalty through buying local, supports
local businesses, farmers, and local economy
• Influences the purchases of others based on
recommendations, especially to peers
• Spends around $2,000 on e- commerce shopping a year

7. Recommendation #2 – Who are you as a client?
7
Made By Mavis, as a human being, is
• Unique, because of the way that she crafter her jams
in a French open pot method that is never before used
• Exotic, because of the way she pairs unusual
ingredients and give it that bold, differentiated taste.
• Multicultural, because of the way her
jams/jellies/spreads are each their own “culture” no
two combinations are the same.
Rationale
The prime prospect fits into this brand because….
• They value transparency, authenticity, and a sense of
knowledge
• They are interested in food combinations that contain
unusual, exotic or local ingredients
• They prefer variety

8. Target Customer: 18-34 aged Millennial
and Generation Z customers, who shop at
Kroger stores, and purchase products in
the Live Naturally section, and eats at
Panera
Brand Equity:
Eating Made by
Mavis products
makes my sandwich
from Panera feel a
lot more exotic
Brand Character:
Unique, exotic, and multicultural
Brad Performance Fundamentals
Functional:
• Locally owned and
operated right out of
Covington, KY
• Different, Unique,
flavors in over 18
combinations
• Offers special Jam of
the Month Club
• Goes great with
brands you already
use, like Panera
• Backed by a client
who describes unique
process openly
Experiential:
• Supporting the
Kentucky Proud label
of products
• Provides flavor
combinations that
prove no limit
• Enables opportunities
to give the spread of
change to another
like minded person
• Goes hand in hand
where menus are top
of mind awareness
• Experience jams,
jellies, and spreads in
ways that are
completely unusual
Emotional:
• Satisfaction
• Boldness
• Self-expressive
• Optimistic
• Knowledgeable
Purpose: To bring unusual, exotic flavors
into products we love like sandwiches
Positioning: A brand that really wants to make
their jams, jellies, and spreads feel much more
than a jar at the grocery store – something you
can experience in person
Benefit: Jars that can really put a unusual,
exotic tastes into your sandwich and
mouth, all openly made in a different way
RTB:
Mavis-LinnemanClark strives to
bring the fun and dedication of
transporting Mavis’ favorite
gourmet flavors from her kitchen
to the customer’s home
Tagline: “Creating exotic
JAMwhiches”
8

9. Recommendation #3 – How are you going to penetrate with trial?
• Set up a “Sandwich Paring of the Day” sign at Panera Bread Locations
9
Sign will read what sandwich is paired
with what jam that day i.e. Roasted
Turkey, Apple & Cheddar w/ Apple
Jalapeño Jam The sign will be branded with
the following: “NEW” Exotic
JAMwich parings, only $1.50
extra with your meal!”
Rationale
• Primary data has shown that
over 70% of Millennials have
read the menu of some sort
• 55% of same population has
ordered a sandwich of some
sort.
• 14.8% of sample survey
visits Panera 2-3
times/month

10. Recommendation #4 – How are you going to build repeats?
10
• Bring up receipt to get discount on Made by Mavis jars up to 3 dollars
Place jars on cashier table
so that the target audience
can read and fell the jars in
person
• Receipt can be
redeemable within 7 days
of order date for a $1.00
off
• If you bring up a friend
and recommend them to
the brand, then you can
get another $1.00 off
• If you show that you’ve
signed up for an account
at MBM, you get another
$1.00 off
• Receipt can also be used
at all Kroger locations for
same deal
Rationale
• 26%of Millennials sign up
online to score better deals
• Some Millennials value
saving money

11. Flow
11
Analyze competition in
Kroger by March 2016
Implement Brand
Pyramid by May 2016
Install Product into
Panera Bread by
Summer 2016
Measure trial rate by
December 2016
Measure receipt
exchange rate by
December 2016

12. Objectives, Goals, Strategies, and Measurements
12
Purpose:To bring unusual, exotic flavors into products we love like sandwiches
BrandBenefit: The only marketing courses that provides opportunities to gain real world experience with a culturally diverse
professor
Brand Equity: Jars that can really put a unusual, exotic tastes into your sandwich and mouth, all openly made in a different way
Objectives:
1. Bring Millennials into Panera Bread
stores to have them try Made By
Mavis products
Strategies
Where to play:
• Target Customer: Millennial College/Post Graduate students
who already visit Panera Bread, and shop at grocery stores
• Place: 11 Panera bread Stores, throughout the
Cincinnati/NKY Area
How to win:
• Target customers who values transparency, authenticity,
prides themselves in sandwich based chains like Panera
Bread, supports local Kentucky brands.
• Position brand where the key brand characters are
unique, exotic, and multicultural
• Drive trial by setting up a “Sandwich Paring of the Day”
sign at Panera Bread Locations, in a location Millenials see
most
• Build repeats by bringing up receipt to get discount on
Made by Mavis jars up to 3 dollars
Measurements
• Individual and
regional store
data with
number of
orders
• Number of
receipts
brought back to
get discount
Goals:
1. Launch product into 11
Cincinnati/NKY stores by Summer
2016
2. Reach for a trial response rate of
40% by December 2016
3. Have 30 in-store jar sales by
December 2016

13. About the Author
13
Ali Kasirosafar
Customer Support Representitive, dotloop
kasirosafa1@nku.edu I 513-760-4960
https://www.linkedin.com/in/alikasirosafar
As a soon to be graduate student studying Marketing at Northern Kentucky University, I'm always striving to
better educate myself about marketing, especially around branding/identity creation. Each new day
presents me with new tasks and opportunities that help achieve this desire to better further myself in the
field, and to help kickstart my career as a whole.

14. Appendix Table of Contents
Table 1. – Experience Survey…...............................................................................................................................15
Table 2. – Competitive Analysis…...........................................................................................................................16
Table 3. – “Super Brand” Analysis…........................................................................................................................18
Table 4. – Generational Analysis…..........................................................................................................................20
Table 5. – Target Segment Analysis…......................................................................................................................21
Table 6. – Target Market Analysis….........................................................................................................................22
Figure 1. Perceptual Map…..........….........................................................................................................................22
Table 7. – Marketing Mix Analysis….........................................................................................................................23
Table 8. – SWOT Analysis….......................................................................................................................................24
Figure 2. – Indirect Observations…...........................................................................................................................26
Table 9. – Direct Observations (data)…....................................................................................................................27
Figure 3. – Direct Observations (graph)….................................................................................................................27
Figure 4. – Sample Survey (graph)…..........................................................................................................................28
Table 10 – Brand Fundamentals ….............................................................................................................................29
References…..............................................…..............................................................................................................30
14

15. Experience Interview Questions Answer from Mavis-Linneman Clark
In the current jelly line, there is a lot of competition, from the bigger
name companies like Smucker's to private label brands like Kroger’s
Private Selection. What makes you worried about that particular line
of groceries?
She personally believes that she would never compete with the big
name brands like Smucker’s, so that doesn’t worry her too much.
What does worry her, though, are the competition she’ll be facing if
her product gets put into a different part of the store that reflects her
brand, like the French jam companies and other artisan jam
companies.
What other types of gourmet foods do you see yourself that can be
reached by the Delish Dish/Made by Mavis line in 5 years?
Other product lines that she would like to see herself getting into
include spiced-based creations like those around BBQ and making a
line of other smaller eatery dishes that will compliment the jams and
jellies
Do you believe that your jams would become even more successful if
they were implemented in a way that it could be as satisfying when
put into a “classic PB&J” sandwich?
She believes that her jams already go great on sandwiches, like how
she uses the Apple Jalapeño on a grilled cheese for example.
What has been your biggest challenge as the owner of the brand? Her biggest challenge is managing relationships with the distributors,
both current and potential. Some distributors
are no longer carrying the product, like the Party Source, for
example.
How would you best describe your brand? She describes her brand line (currently) as a brand with globally
inspired gourmet, and that it all becomes inspired into her ways of
cooking, which she does with love and care. The brand image itself
projects a felling of being “welcome, open, and even felling
something special.”
Bottom Line: Mavis-LinnemanClark, as a client, is focusing on not wanting to compete with big brand jam and jelly companies, but instead
wants to focus on a more local scale. She hopes to expand her product line into other food items, and thinks sandwiches go great with the
jams, jellies, and spreads!
15
Table 1. – Experience Survey
Methodology: Conducted an in-person experience survey with Mavis-Linneman Clark, founder and owner of the Made by Mavis brand, to find out more about the brand and what she believes will help solve the
marketing problem at hand. The interview was held on Tuesday, November 19th, 2015, from 11:00 to 11:50. AM.

16. Made By Mavis Cascadian FarmOrganic Shirley Ann’s Specialties
Strengths Company
• Subsidiary of Delish DishA
• As a company, became a member of the Kentucky Proud line of
products20
Brand
• Locally owned and operated right out of Covington, KY.20
• Created around the principles of transporting Mavis’ favorite
gourmet flavors from her kitchen to the customer’s home19
Product
• Currently has over 18 varieties of jams, jellies and spreads,
ranging from sweet, spicy, and bitter tastes19
• Products made from French open pot method19
Price
• $7.99-$$9.99, for a 224 gram jar = 8 oz.19
• Jam of the Month Club – 6 Month $90, 12 month $16519
Place
• Currently available at Kroger, in the Kentucky Proud shelf19
• Also can be ordered online through her Shopify siteA
Promotion
• Offers newsletters to those that sign up with an email addresses19
• Offers different events like Farmer’s Market as a means of
spreading word about sale of product19
Company
• Focuses on the fact that everything within the company comes from a
farm21
• Owned by cereal giant General Mills22
Brand
• Utilizes the science of organic foods to tell brand story21
• 100% of the brand’s cereal and organic products are certifiable USDA
Organic23
Product
• Currently has 6 varieties of fruit spreads on the market21
• Offers additional products like cereals, granola bars, and frozen foods21
Price
• $4.29 per 10 oz. bottle21
• 6 pack jar – $21.5421
Place
• Found in retail stores like Kroger, Walmart, and Target21
• Can also be ordered online from herbal retailers21
Promotion
• Offers programs and projects that help give back to the organic
environment the company uses21
• Active through social media channels like Facebook and Twitter
Company
• Locally owned and operated out of Manzanola, Colorado25
• Two founders – Shirley Ann Cathey, and her son Jacob.25
Brand
• Focuses on a brand that creates “sweet and spicy” products.25
• Tagline for brand reads as “It’s fresh, it’s exciting, & it’s waiting for you to
take a taste.25
Product
• Offers three different products – pepper jelly, pickled products and
preserves25
• Peppered jelly contains 5 varieties in production25
Price
• $5.00-$6.50 for a 10 oz. jar25
• Prices are reflected in retail stores like Kroger25
Place
• Locally, available at Kroger stores in the Cincinnati area
• Nationally, available at Whole Foods and smaller name local retailers and
markets.25
Promotion
• Offers a deal where if you buy 12 or more, you get 10% off your order.25
• Customers can have an opportunity to purchase and give gift certificates
and create wish lists 25
Weaknesses Company
• Still operating out of a incubator kitchen in Covington, KYA
• Small workforce – 5 full time and 7 Part time employeesA
Brand
• Overall low product awarenessA
• The process of getting the brand into stores can take as long as 6+
monthsA
Product
• Jar is considered to be smaller compared to the competition
• Not all of the ingredients within the jar are natural or organica
Price
• 224 grams for $7.99-$9.99 is considered to be “too little for that
much”5
• Distributors like Kroger are charging over $1.50 more than what
Mavis would like to chargeA
Place
• Original location of product is difficult to find at first, have to walk
a ways to find Kentucky Proud shelfB
• Shelf is considered to be smaller on the Kentucky Proud shelfA
Promotion
• Website in itself has not been regularly updating with news about
brand19
• Online sales shipping is costly, varies based on location origin of
orderA
Company
• Recently involved with a voluntary recall of their frozen green beans24
• Company is headquartered out in Rockport, Washington21
Brand
• Labels on products do not tell full story of brand, including farmer’s
name21
• Product branding looks similar to those like store-made brands21
Product
• Comes in only one size jar – 10 oz.21
• Flavors are limited to one fruit – no combinations at all21
Price
• $4.29 price tag may confuse some as being the same price of major
label brands like Smucker’s21
• If ordering the 6 pick from online, price of shipping will make the pack
cost more than the actual value.21
Place
• Around the Cincinnati/NKY area, only available in Kroger stores21
• 6 pack is available from Walmart and Target – online only21
Promotion
• No form of advertising whatsoever
• Social Media sites are focusing on the more eternal parts of the brand
instead of promoting the internal products of brand
Company
• Currently unable to ship online orders until December 12th 25
• The founders of the company both have been moving around operations
throughout their existence25
Brand
• Focus brand to only create products that reflect the “sweet and spicy”
category, no branching out to bitter, etc.25
• No brand story present in any products, just ingredients used25
Product
• Only 5 jellies, 3 pickled products, and 1 kind of preserves make up the
product line25
• All jellies are spice-based – meaning that pepper is based ingredient25
Price
• $5.00 to $6.50 is a little more expensive compared to Cascadian Farm25
• Localized shipping can bring the jar an additional $7.4025
Place
• Limited distribution in Kroger stores – 2 stores in Cincinnati and 2 in
NKY25
• Whole Foods distribution is only available out in Colorado25
Promotion
• Limited to only 1 channel of social media – Facebook, hasn’t been
updated since 201325 27
• Very limited visibility - not promoted as much as out in Colorado25
Bottom Line Made by Mavis has strengths in creating unique, local jams and
jellies in a French open pot but lacks the brand awareness that would
help drive more sales. Mavis also has a tough time getting in
agreement with the distributors who want to carry the jam.
Cascadian Farm Organic focuses strengths on the different product lines
that they offer, as well as telling the organic story well, but they are weak
in further promoting their story of that particular product
Shirley Ann’s Specialties are a company that excels in creating sweet and
spicy jams that please crowds, and carry a variety of different products. It
proves weak in the limited brand visibility on the east coast, and the price of
ordering jams online come with big shipping costs to the NKY/Cincinnati
Area.
Methodology: Conducted secondary and primary data research to determine the strengths and weaknesses of each competitor. Secondary data articles (all from 2015) include the Made by Mavis, Delish Dish,
Cascadian Farm, and Shirley Ann’s company websites, as well as articles from The Cornucopia Institute and the FDA . Primary data was gathered from an experience interview conducted with Mavis Linnemann-Clark
(A) for further analysis.
16
Table 2A. – Competitive Analysis

17. Trappist St. Dalfour Oregon Growers
Strengths Company
• Owned by Monastery Greetings, a religious based catalog site.26
• Founded by the Trappist monks of St. Joseph's Abbey.26
Brand
• Created around the fact of to help self support the monks who’ve
created the brand in the 1950’s26
• Brand is tied to the history of the monks arrival to Spencer, who were
open and faithful to modern times26
Product
• Currently has over 30 varieties of jams, jellies, marmalades, preserves,
and conserves26
• All of those can be ordered individually, or by flavor case, gift packs,
and samplers
Price
• $4.50 for a single 12 oz. jar.26
• Single Flavor Case = $45.00, Gift Packs = $16.95-$32.95, Samplers =
$24.95-$96.00 (all each).26
Place
• Monastery Greetings exclusively distributes the jam through the mail
order
• Also only available at Kroger stores26
Promotion
• Offers a mail order catalog that the customer can automatically get
after first purchase26
• Gives out free gifts when order is over a set amount ($30 for free 2016
calendar)26
Company
• Privately owned family company founded in 1984 in France, same
ownership29
• First company to apply special grape juice to make jam w/o sugar29
Brand
• Everything is produced under the brand name – no middleman production26
• Strives to make products taste great, and are as healthful and nutritious as
possible26
Product
• Currently has 18 varieties of fruit conserves on the market29
• Also specializes in other products such as tea, honey, dried fruit
perservates29
Price
• $3.49-$5.10 per 10 oz. bottle21
• On online retailers like Amazon, can buy 2 for $10.00 and up30
Place
• Found in retail stores like Kroger, also online retailers like AmazonB 30
• Can also be ordered online from herbal retailers, like iHerb and Vitacost29
Promotion
• Utilizes Facebook and Twitter to post about their products in action31 32
• Let’s the followers of those sites know when a new flavor is launched31
Company
• Founded in 2003 with the principle of creating what they call Farm Direct
Specialty Foods33
• Created to make products that reflect and promote the work of area growers33
Brand
• Distribute products that are created from Pacific Northwest ingredients33
• Offers complete company history, transparent and easy to find33
Product
• Offers 14 varieties of jam only33
• 12 out of 14 jams are certified kosher33
Price
• $6.50 for a 12 oz. jar33
• Jam gift box “trios” = $21.95 a set
Place
• Locally, available at Kroger stores in the Northern Kentucky area33
• Offers wholesalers and distributor companies opportunities to sell/distribute
the jams33
Promotion
• Participates in taste tastings around different supermarkets
• Active on 5 different social media accounts33
Weaknesses Company
• Monastery Greetings cannot shift all focus to jams, have over 20
product lines to keep in check26
• Company values may not translate well with current Millennial
customers26
Brand
• Religious background may turn some people who don’t believe in
religion at all26
• Brand character would be considered “too old-timley” for some
Millennial and Generation Z population26
Product
• All products feature one or two based ingredients, no unique
combinations26
• Product label does not feature transparency of brand story26
Price
• Shipping charges can really add into total price – could be spending
almost $10 alone on one jar
• Gift pack (of 6) cost $5.95 more than if jars were bought separately26
Place
• Mail ordering can be a hassle at times due to shipping method26
• Only on one part of shelf in Kroger – no other products featured
throughout store26
Promotion
• Free items w/ orders can be worthless little things that are only there
to drive interest26
• Only way to see promotions is to go to the catalog’s site and
Facebook26 27
Company
• Being a company based in France, it is the only company out of the
competition that is international, not local29
• Main offices and warehouse are located in Philadelphia, PA, another
warehouse out in Los Angles, CA – not local
Brand
• Labels on products do not tell full story of brand29
• Product branding looks similar to those like store-made brands21
Product
• Comes in only one size jar – 10 oz.29
• Not all flavors have the two-fruit combinations29
Price
• $3.49-5.10 price tag may compare the product to be more expensive than
brands like Smucker’s29
• Prices are varied across different points of distribution – not one price is
set29
Place
• Around the Cincinnati/NKY area, only available in Kroger stores29
• Online retailers is limited to select herbal shops – some that are unknown to
the general customer29
Promotion
• US online store shut down in 2012, hasn’t been updated since29
• Social media accounts across the Atlantic are much more active in doing
promotions and/or using social media31 32
Company
• Resources are limited to just one area – Pacific Northwest33
• The standards they have set for themselves are very generic, worded as
something another company can use
Brand
• Some customers have been getting confused as to how the brand describes
“jam” and Jelly”
• No brand story present in any products, just ingredients used33
Product
• Fruit based jams take up the majority of the product line33
• Little to no product pairing suggestions on product label33
Price
• $6.50 is expensive compared to those like St. Dalfour and Trappist25
• Gift Boxes have customer spend more money – $2.95 more33
Place
• Limited distribution in Kroger stores – only store listed is Newport, KY location33
• Supermarket taste samples are limited to Portland area34
Promotion
• No way of finding out where you can obtain coupons for discounts33
• Very limited visibility - not promoted as much as out in Oregon33
Bottom Line Trappist, as distributed by Monastery Greetings, excels in creating a
product that has come from the backgrounds of religion and that it has
variety, but the weaknesses are that those products are cookie-cutter jam
and jelly flavors, and that their promotion is very exclusive.
St. Dalfour is a brand that like many other brands, creates jellies and other
products to compliment these jams, but a severe lack of awareness in the US is
putting the product under the shelf away from the general public
Oregon Growers are a company that strives to create products that are promoting
the outside work environment of their growers, and while the jams themselves are
made with Pacific Northwest ingredients, the promotion around the area is little
enough to get the target audience's attention, except f they visit the company site.
Methodology: Conducted secondary data research to determine the strengths and weaknesses of each competitor. Secondary data articles (all from 2015) include the Trappist, St. Dalfour, and Oregon Growers
company websites, as well as their social media sites.
17
Table 2B. – Competitive Analysis

18. Made By Mavis Cascadian FarmOrganic Shirley Ann’s Specialties
Strengths Company
• Subsidiary of Delish DishA
• As a company, became a member of the Kentucky Proud line of
products20
Brand
• Locally owned and operated right out of Covington, KY.20
• Created around the principles of transporting Mavis’ favorite
gourmet flavors from her kitchen to the customer’s home19
Product
• Currently has over 18 varieties of jams and jellies19
• Products made from French open pot method19
Price
• $7.99-$$9.99, for a 224 gram jar = 8 oz.19
• Jam of the Month Club – 6 Month $90, 12 month $16519
Place
• Currently available at Kroger, in the Kentucky Proud shelf19
• Also can be ordered online through her Shopify siteA
Promotion
• Offers newsletters to those that sign up with an email addresses19
• Offers different events like Farmer’s Market as a means of
spreading word about sale of product19
Company
• Focuses on the fact that everything within the company comes from a
farm21
• Owned by cereal giant General Mills22
Brand
• Utilizes the science of organic foods to tell brand story21
• 100% of the brand’s cereal and organic products are certifiable USDA
Organic23
Product
• Currently has 6 varieties of fruit spreads on the market21
• Offers additional products like cereals, granola bars, and frozen foods21
Price
• $4.29 per 10 oz. bottle21
• 6 pack jar – $21.5421
Place
• Found in retail stores like Kroger, Walmart, and Target21
• Can also be ordered online from herbal retailers21
Promotion
• Offers programs and projects that help give back to the organic
environment the company uses21
• Active through social media channels like Facebook and Twitter
Company
• Locally owned and operated out of Manzanola, Colorado25
• Two founders – Shirley Ann Cathey, and her son Jacob.25
Brand
• Focuses on a brand that creates “sweet and spicy” products.25
• Tagline for brand reads as “It’s fresh, it’s exciting, & it’s waiting for you to
take a taste.25
Product
• Offers three different products – pepper jelly, pickled products and
preserves25
• Peppered jelly contains 5 varieties in production25
Price
• $5.00-$6.50 for a 10 oz. jar25
• Prices are reflected in retail stores like Kroger25
Place
• Locally, available at Kroger stores in the Cincinnati area
• Nationally, available at Whole Foods and smaller name local retailers and
markets.25
Promotion
• Offers a deal where if you buy 12 or more, you get 10% off your order.25
• Customers can have an opportunity to purchase and give gift certificates
and create wish lists 25
Weaknesses Company
• Still operating out of a incubator kitchen in Covington, KYA
• Small workforce – 5 full time and 7 Part time employeesA
Brand
• Overall low product awarenessA
• The process of getting the brand into stores can take as long as 6+
monthsA
Product
• Jar is considered to be smaller compared to the competition
• Not all of the ingredients within the jar are natural or organica
Price
• 224 grams for $7.99-$9.99 is considered to be “too little for that
much”5
• Distributors like Kroger are charging over $1.50 more than what
Mavis would like to chargeA
Place
• Original location of product is difficult to find at first, have to walk
a ways to find Kentucky Proud shelfB
• Shelf is considered to be smaller on the Kentucky Proud shelfA
Promotion
• Website in itself has not been regularly updating with news about
brand19
• Online sales shipping is costly, varies based on location origin of
orderA
Company
• Recently involved with a voluntary recall of their frozen green beans24
• Company is headquartered out in Rockport, Washington21
Brand
• Labels on products do not tell full story of brand, including farmer’s
name21
• Product branding looks similar to those like store-made brands21
Product
• Comes in only one size jar – 10 oz.21
• Flavors are limited to one fruit – no combinations at all21
Price
• $4.29 price tag may confuse some as being the same price of major
label brands like Smucker’s21
• If ordering the 6 pick from online, price of shipping will make the pack
cost more than the actual value.21
Place
• Around the Cincinnati/NKY area, only available in Kroger stores21
• 6 pack is available from Walmart and Target – online only21
Promotion
• No form of advertising whatsoever
• Social Media sites are focusing on the more eternal parts of the brand
instead of promoting the internal products of brand
Company
• Currently unable to ship online orders until December 12th 25
• The founders of the company both have been moving around operations
throughout their existence25
Brand
• Focus brand to only create products that reflect the “sweet and spicy”
category, no branching out to bitter, etc.25
• No brand story present in any products, just ingredients used25
Product
• Only 5 jellies, 3 pickled products, and 1 kind of preserves make up the
product line25
• All jellies are spice-based – meaning that pepper is based ingredient25
Price
• $5.00 to $6.50 is a little more expensive compared to Cascadian Farm25
• Localized shipping can bring the jar an additional $7.4025
Place
• Limited distribution in Kroger stores – 2 stores in Cincinnati and 2 in
NKY25
• Whole Foods distribution is only available out in Colorado25
Promotion
• Limited to only 1 channel of social media – Facebook, hasn’t been
updated since 201325 27
• Very limited visibility - not promoted as much as out in Colorado25
What can
Madeby
Mavislearn?
Made by Mavis has strengths in creating unique, local jams and
jellies in a French open pot but lacks the brand awareness that would
help drive more sales. Mavis also has a tough time getting in
agreement with the distributors who want to carry the jam.
Made By Mavis can learn from Cascadian Farm that the expansion into
different retailers is a key way to help spread the brand, and that the
science of what makes food “organic” can really shed some transparency.
Another good idea is that the company can engage in local projects that
help give back to the environment
The things that Made by Mavis can learn from this brand is that there are
actually companies out there that are very similar to what Mavis is already
doing. Lowering the price might be a good way to help compete directly, and
also having a promotion to get a discount off the total order can put MBM
head to head with Shirley Ann.
Methodology: Conducted secondary and primary data research to determine the strengths and weaknesses of each competitor. Secondary data articles (all from 2015) include the Made by Mavis, Delish Dish,
Cascadian Farm, and Shirley Ann’s company websites, as well as articles from The Cornucopia Institute and the FDA . Primary data was gathered from an experience interview conducted with Mavis Linnemann-Clark
(A) for further analysis.
18
Table 3A. – “Super Brand” Analysis

19. Trappist St. Dalfour Oregon Growers
Strengths Company
• Owned by Monastery Greetings, a religious based catalog site.26
• Founded by the Trappist monks of St. Joseph's Abbey.26
Brand
• Created around the fact of to help self support the monks who’ve
created the brand in the 1950’s26
• Brand is tied to the history of the monks arrival to Spencer, who were
open and faithful to modern times26
Product
• Currently has over 30 varieties of jams, jellies, marmalades, preserves,
and conserves26
• All of those can be ordered individually, or by flavor case, gift packs,
and samplers
Price
• $4.50 for a single 12 oz. jar.26
• Single Flavor Case = $45.00, Gift Packs = $16.95-$32.95, Samplers =
$24.95-$96.00 (all each).26
Place
• Monastery Greetings exclusively distributes the jam through the mail
order
• Also only available at Kroger stores26
Promotion
• Offers a mail order catalog that the customer can automatically get
after first purchase26
• Gives out free gifts when order is over a set amount ($30 for free 2016
calendar)26
Company
• Privately owned family company founded in 1984 in France, same
ownership29
• First company to apply special grape juice to make jam w/o sugar29
Brand
• Everything is produced under the brand name – no middleman production26
• Strives to make products taste great, and are as healthful and nutritious as
possible26
Product
• Currently has 18 varieties of fruit conserves on the market29
• Also specializes in other products such as tea, honey, dried fruit
perservates29
Price
• $3.49-$5.10 per 10 oz. bottle21
• On online retailers like Amazon, can buy 2 for $10.00 and up30
Place
• Found in retail stores like Kroger, also online retailers like AmazonB 30
• Can also be ordered online from herbal retailers, like iHerb and Vitacost29
Promotion
• Utilizes Facebook and Twitter to post about their products in action31 32
• Let’s the followers of those sites know when a new flavor is launched31
Company
• Founded in 2003 with the principle of creating what they call Farm Direct
Specialty Foods33
• Created to make products that reflect and promote the work of area growers33
Brand
• Distribute products that are created from Pacific Northwest ingredients33
• Offers complete company history, transparent and easy to find33
Product
• Offers 14 varieties of jam only33
• 12 out of 14 jams are certified kosher33
Price
• $6.50 for a 12 oz. jar33
• Jam gift box “trios” = $21.95 a set
Place
• Locally, available at Kroger stores in the Northern Kentucky area33
• Offers wholesalers and distributor companies opportunities to sell/distribute
the jams33
Promotion
• Participates in taste tastings around different supermarkets
• Active on 5 different social media accounts33
Weaknesses Company
• Monastery Greetings cannot shift all focus to jams, have over 20
product lines to keep in check26
• Company values may not translate well with current Millennial
customers26
Brand
• Religious background may turn some people who don’t believe in
religion at all26
• Brand character would be considered “too old-timley” for some
Millennial and Generation Z population26
Product
• All products feature one or two based ingredients, no unique
combinations26
• Product label does not feature transparency of brand story26
Price
• Shipping charges can really add into total price – could be spending
almost $10 alone on one jar
• Gift pack (of 6) cost $5.95 more than if jars were bought separately26
Place
• Mail ordering can be a hassle at times due to shipping method26
• Only on one part of shelf in Kroger – no other products featured
throughout store26
Promotion
• Free items w/ orders can be worthless little things that are only there
to drive interest26
• Only way to see promotions is to go to the catalog’s site and
Facebook26 27
Company
• Being a company based in France, it is the only company out of the
competition that is international, not local29
• Main offices and warehouse are located in Philadelphia, PA, another
warehouse out in Los Angles, CA – not local
Brand
• Labels on products do not tell full story of brand29
• Product branding looks similar to those like store-made brands21
Product
• Comes in only one size jar – 10 oz.29
• Not all flavors have the two-fruit combinations29
Price
• $3.49-5.10 price tag may compare the product to be more expensive than
brands like Smucker’s29
• Prices are varied across different points of distribution – not one price is
set29
Place
• Around the Cincinnati/NKY area, only available in Kroger stores29
• Online retailers is limited to select herbal shops – some that are unknown to
the general customer29
Promotion
• US online store shut down in 2012, hasn’t been updated since29
• Social media accounts across the Atlantic are much more active in doing
promotions and/or using social media31 32
Company
• Resources are limited to just one area – Pacific Northwest33
• The standards they have set for themselves are very generic, worded as
something another company can use
Brand
• Some customers have been getting confused as to how the brand describes
“jam” and Jelly”
• No brand story present in any products, just ingredients used33
Product
• Fruit based jams take up the majority of the product line33
• Little to no product pairing suggestions on product label33
Price
• $6.50 is expensive compared to those like St. Dalfour and Trappist25
• Gift Boxes have customer spend more money – $2.95 more33
Place
• Limited distribution in Kroger stores – only store listed is Newport, KY location33
• Supermarket taste samples are limited to Portland area34
Promotion
• No way of finding out where you can obtain coupons for discounts33
• Very limited visibility - not promoted as much as out in Oregon33
What can
Madeby
Mavislearn?
Trappist can teachMBM lessons about the possibility of setting up a mail-
order distributor or equivalent, because it really helps present itself to new
target customers. While MBM currently doesn’t have a long brand history
right now, it will be critical down the road if MBM were to target a whole
new segment to compliment the need for transparency.
Made by Mavis can learn that when there is a threat of taking out the online
store and not updating the site regularly, you lose a lot of communication
between the audience. Also, it would be best to say that the herbal stores are
not a great idea for MBM, because it’s more than just an essence, it’s a way of
life.
Oregon Growers are a company that strives to create products that are promoting
the outside work environment of their growers, and that’s what MBM can strive
for in the future. If the brand can also utilize the supermarket tasting (especially in
the isle that all of the competition resides in), it would make for a great
opportunity to drive trial there too.
Methodology: Conducted secondary data research to determine the strengths and weaknesses of each competitor. Secondary data articles (all from 2015) include the Trappist, St. Dalfour, and Oregon Growers
company websites, as well as their social media sites.
19
Table 3B. – “Super Brand” Analysis

20. Generation Z Millennials Generation X Baby Boomers Silent Generation
Demographics Age: 18 and younger8
Marital Status: Single8
Education: High School or
below8
Work Status: Part time to
none8
Ethnicity: Even more diverse
- 24% Hispanic, 14% are
African-American and 4% are
Asian9
Age: 18-35 1
Marital Status: Single, but21%
married1
Education: College-Level, 23%
bachelor’s degree orabove, 36% still in
school1
Work Status: Part time, 34% are in
work force2
Ethnicity: Mostethnically diverse
generation – 19% Hispanic, 14%
African American, 5% Asian1
Age: 36-498
Marital Status: Married, over 65%8
Education: College-Level, 25% with
somecollege degree8
Work Status: Full time, over77% in
work force8
Ethnicity18% Hispanic, 12% African
American, 7% Asian8
Age: 50-688
Marital Status: Married, over 66%8
Education: College-Level, 27% with some
collegedegree8
Work Status: Full time, over61% in work
force8
Ethnicity10% Hispanic, 11% African
American, 5% Asian8
Age: 69-868
Marital Status: Married, over 60%8
Education: College-Level, 25% with some
collegedegree8
Work Status: Retired8
Ethnicity8% Hispanic, 8% African
American, 4% Asian8
Psychographics Interests: friends, shopping,
technology, food
combinations thatcontain
unusual, exoticorlocal
ingredients1 3
Values: independence,
entrepreneurialism, self-
direction9
Traits: self-expressive,
optimistic, knowledgeable1 5
Interests: friends, family, shopping,
technology, food combinations that
contain unusual, exoticorlocal
ingredients1 3
Values: transparency, authenticity,
history, heritage, variety1 4
Traits: self-expressive, optimistic,
knowledgeable, desire to conserve
money1 5
Interests: family, politics, money,
patriotism11
Values: savvy, skeptical and self-
reliant11
Traits: expresses uniqueness
throughoutgeneration, favors
progressive values11
Interests: politics, family, patriotism,
television11 12
Values: savvy, skeptical and self-reliant11
Traits: self-reliant, self-less, fair and
ethical
Interests: , family, patriotism, television11
Values: tradition, ethics, order6
Traits: close-minded, lives alinear
lifestyle, always respects authority13
Behavioral Brands: Facebook, Twitter,
ChipotleMexican Grill,36
Embraces technologyto
create their own paths to
solveproblems9
Adapts “filters” that can
decipher through enormous
amounts ofcontent that are
relevant to them10
Brands: Facebook, Twitter, Starbucks,
Panera Bread, Procter & Gamble,
ChipotleMexican Grill, Target, Whole
Foods36 14
Achieves brand loyalty through buying
local, supports local businesses,
farmers, and local economy7
Influences the purchases ofothers
based on recommendations,
especially to peers6
Spends around $2,000 on e-
commerce shopping ayear12
Brands: Panera Bread, Chipotle
Mexican Grill, Starbucks36
23% ofonlineshopping falls between
36-4912
They have adapted into the mobile
phoneera, but prefer to be called
than text13
Brands: McDonald’s, Wendy’s6
Helped to bring lasting changein social
and cultural values and ending a war.15
24% ofonlineshoppers are between 50 to
6812
Brands: McDonald’s, Subway, Arby’s6
Late adaption to the mobilemarket,
resulting in disconnectwith today’s digital
world.13
Very conservative with money –save,
save, save.13
Bottom Line Thisgeneration will become
one that will embrace
technology asit is
perfected.They can filter
through vast amountsof
info quickly to get to pieces
most relevant to them.
A generation that favorsbrandsthat
are transparent,and have a history
or heritage behind them.They will
also favor brandsthat are in local
markets,and will spread that brand
loyalty to others.
While this generation has become
the ones who are catching on to
what Millennials are doing, they do
still put themselves first, and their
values up front first
This generation is raised from those that
were born after the post-war era, and
values on family and politics, in other
words keeping the “American Dream”
alive.
A very silent generation, one that retires
and lives a linear lifestyle, and is bound
to stick with traditions
Methodology: Conducted secondary data research to determine demographics, psychographics, and behavioral characteristics across 5 generations. Fifteen articles, with 60% of them from 2015, were examined from
the following sources: Nielsen, Pew Research Center, BCG Perspectives, Forbes, Boston Consulting Group, Advertising Age, FastCompany, Business Insider, West Midland Family Center, and Motley Fool.
20
Table 4. – Generational Analysis

21. Prime: Millennial College/Post
Graduate students who already visit
Panera Bread,and shop at grocery
stores
Strategic: Millennial College/Post
Graduate students who visit another
sandwich-based shop
General: Millennials
Demographics Age: 18-35 1
Marital Status: Single, but 21% married1
Location: Greater Cincinnati/NKY1
Education: College-Level, 23% bachelor’s degree or above, 36%
still in school1
Work Status: Part time, 34% are in work force2
Ethnicity: Most ethnically diverse generation – 19% Hispanic, 14%
African American, 5% Asian1
Age: 18-35 1
Marital Status: Single, but 21% married1
Location: Greater Cincinnati/NKY1
Education: College-Level, 23% bachelor’s degree or above, 36%
still in school1
Work Status: Part time, 34% are in work force2
Ethnicity: Most ethnically diverse generation – 19% Hispanic,
14% African American, 5% Asian1
Age: 18-35 1
Marital Status: Single, but 21% married1
Education: College-Level, 23% bachelor’s degree or above,
36% still in school1
Work Status: Part time, 34% are in work force2
Ethnicity: Most ethnically diverse generation – 19%
Hispanic, 14% African American, 5% Asian1
Psychographics Interests: friends, family, shopping, technology, food combinations
that contain unusual, exotic or local ingredients1 3
Values: transparency, authenticity, history, heritage, variety1 4
Traits: self-expressive, optimistic, knowledgeable, desire to
conserve money1 5
Interests: friends, family, shopping, technology, food
combinations that contain unusual, exotic or local ingredients1 3
Values: transparency, authenticity, history, heritage, variety1 4
Traits: self-expressive, optimistic, knowledgeable, desire to
conserve money1 5
Interests: friends, family, shopping, technology, food
combinations that contain unusual, exotic or local
ingredients1 3
Values: transparency, authenticity, history, heritage,
variety1 4
Traits: self-expressive, optimistic, knowledgeable, desire to
conserve money1 5
Behavioral Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter &
Gamble, Chipotle Mexican Grill, Target, Whole Foods, McAlister's
Deli, Jason's Deli 3 6 14 16
Achieves brand loyalty through buying local, supports local
businesses, farmers, and local economy7
Influences the purchases of others based on recommendations,
especially to peers6
Millennials alone have helped increase sales in sandwich sales by
4.8%, in a $27.7 billion dollar market16
Spends around $2,000 on e- commerce shopping a year12
Has a strong preference for farm-to table and organic groceries3
26%of Millennials sign up online to score better deals35
69% of Millennials shop for groceries in grocery stores.17
Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter &
Gamble, Chipotle Mexican Grill, Target, Whole Foods,
McAlister's Deli, Jason's Deli 3 6 14 16
Achieves brand loyalty through buying local, supports local
businesses, farmers, and local economy7
Influences the purchases of others based on recommendations,
especially to peers6
Millennials alone have helped increase sales in sandwich sales by
4.8%, in a $27.7 billion dollar market16
Brands: Facebook, Twitter, Starbucks, Panera Bread,
Procter & Gamble, Chipotle Mexican Grill, Target, Whole
Foods3 6 14
Achieves brand loyalty through buying local, supports local
businesses, farmers, and local economy7
Influences the purchases of others based on
recommendations, especially to peers6
Bottom Line Millennials are aged 18-35, are currently in college or graduated
from college (36%, 23%), are interested in friends, families, and
foods that are exotic and local. Achieves brand loyalty through
local companies and are influential to their peers. They have
also turned to sandwich-based shops, helping to increase sales.
They are also getting their groceries in dedicated stores, and
prefer farm-to-table and organic groceries
Millennials are aged 18-35, are currently in college or graduated
from college (36%, 23%), are interested in friends, families, and
foods that are exotic and local. Achieves brand loyalty through
local companies and are influential to their peers. They have
also turned to sandwich-based shops, helping to increase sales.
Millennials are aged 18-35, are currently in college or
graduated from college (36%, 23%), are interested in
friends, families, and foods that are exotic and local.
Achieves brand loyalty through local companies and are
influential to their peers.
Methodology: Conducted secondary data research to determine demographics, psychographics, and behavioral characteristics across 5 generations, which was then used to further determine the Prime, Strategic, and
the General target market. Eleven articles, with 55% of them from 2015, were examined from the following sources: Nielsen, Pew Research Center, BCG Perspectives, Forbes, Boston Consulting Group, Business Insider,
Motley Fool, Advertising Age, and Brand Channel
21
Table 5. – Target Segment Analysis

22. 22
Table 6. – Target Market Analysis
# Key Competitive Advantages Key Target Market Characteristics Positioning
Benefits
1. As a company, became a member of the Kentucky Proud
line of products
Achieves brand loyalty through buying local, supports local
businesses, farmers, and local economy
“Locally exotic
combinations in many
varieties”
Local company with
ingredients made openly,
and contain blends that
break away from traditional
jams and spreads
2. Currently has over 18 varieties of jams, jellies and
spreads, ranging from sweet, spicy, and bitter tastes
Interested in food combinations that contain unusual, exotic
or local ingredients
3. All jams, jellies, and spreads made from French open pot
method
Values transparency, authenticity, history, heritage, variety
4. Offers a Jam of the Month Club – 6 Month $90, 12 month
$165
Spends around $2,000 on e- commerce shopping a year “Exclusive jam of month
club”
Bring together a product
that will help target
customer realize deal
they’re getting
5. Deal where if you order 5 jars through the online store,
you get a 6th jar free at anytime with a promo code: BUY5
26% of Millennials sign up to sites to score better deals
Brand Character: Fun, diverse, and exotic
Tagline: That’s my Jam!
Figure 1. – Perceptual Map
10
10
1
Locally exotic combinations in many varieties
Exclusive jam of month club1
Nationally, same old jams
Not Exclusive, other products of month

23. 23
Table 7. – Marketing Mix Analysis
Marketing Mix
Brand/Product: Made by Mavis
BrandCharacter: Fun, diverse, and exotic
Positioning Benefits: Locally exotic combinations in many varieties & exclusive jam of month club
Product Promotion
• Currently has over 18 varieties of jams, jellies
and spreads, ranging from sweet, spicy, and
bitter tastes19
• (most popular – Cherry Bomb)19 A
• All products made with the finest ingredients
and organic spices19
• Products made from French open pot
method19
• Offers newsletters to those that sign up with
an email addresses19
• Offers different events like Farmer’s Market
as a means of spreading word about sale of
product19
• Deal where if you order 5 jars through the
online store, you get a 6th
jar free at anytime
with a promo code: BUY519
Place Price
• Currently available at Kroger, in the Kentucky
Proud shelf, as well as Whole Foods and
several localized markets in Kentucky and
OhioA 19
• Also can be ordered online through her
Shopify siteA
• $7.99-$$9.99, for a 224 gram jar.19
• Jam of the Month Club – 6 Month $90, 12
month $16519

24. Strengths Weaknesses
Client
• Mavis Linnemann-Clark is ahead chef who shares her passion forgourmetfood and uniqueglobal flavors18
• Graduated from the #1culinaryarts school in theChicagoland area, with a certificate in Catering and
Personal Chef18
• Describes herself as afun individual who is educated with the arts of cooking, and strives to turn the
traditional dishes into something new, butwith a twistA
Company
• SubsidiaryofDelish Dish, builtas an addition to thecatering services that the Delish Dish offersA
• As with being the executive chef and owner ofthe Delish Dish, Mavis own theMade by Mavis brand19
• As a company, became a member ofthe Kentucky Proud lineofproducts20
Brand
• Locallyowned and operated rightoutof Covington, KY.20
• Created around the principles oftransporting Mavis’ favorite gourmet flavors from her kitchen to the
customer’s home19
• Current brand imageis making the customer fell “welcome, open”A
• Offers canning classes that brings friends and alcohol together to create their own mason jarof jam19.
Product
• Currently has over 18 varieties of jams, jellies and spreads, ranging from sweet, spicy, and bitter tastes19
• (mostpopular– Cherry Bomb)19 A
• All products made with the finest ingredients and organicspices19
• Products made from French open potmethod19
• ShelfLife of2 yearsA
• Each jam/jellyhas suggested “partners in crime” – pairings that complimenteach individual jarflavor19
• Jams can beused as a “giftidea” – in a boxset orsold individually19
• Mavis (as a client)suggested that her jams go great with sandwiches, including deli-stylesandwiches and
grilled cheeseA
Price
• $7.99-$$9.99, fora224 gram jar.19
• Jam of the Month Club –6 Month $90, 12 month $16519
Place
• Currently availableat Kroger, in the Kentucky Proud shelf, as well as WholeFoods and several localized
markets in Kentucky and OhioA 19
• Also can beordered onlinethrough herShopifysiteA
Promotion
• Offers newsletters to those that sign up with an email addresses19
• Offers different events like Farmer’s Market as a means of spreading word aboutsale of product19
• Deal where ifyou order 5jars through the onlinestore, you get a6th jarfree at anytime with apromo code:
BUY519
Client
• Biggest challenge for Mavis is finding distributors to carrythe productsA
• On top of that, the distributors that do carryher product will not allow her to controlproduct
placementA
Company
• Still operating out of a incubator kitchen in theNorthernKentuckyIncubator Kitchen in
Covington, KYA
• Smaller workforce –5 full time and 7 Part timeemployeesA
• Communication between company and distributors is difficult at times, and canlead to
miscommunication20
Brand
• Overall low product awarenessA
• The process of getting the brand into stores can take aslong as 6+ monthsA
Product
• Jar is considered to be smaller compared to the competition
• While all products are made with finest ingredients and organic spices, not all of the
ingredients within the jar are naturalor organica
Price
• 224 grams for $7.99-$9.99 is considered to be “too little for that much”5
• Distributors like Kroger are charging over $1.50 more than what Mavis would like tochargeA
Place
• Original location of product is difficult tofind at first, haveto walka ways to find Kentucky
Proud shelfB
• Shelf is considered to be smaller on the KentuckyProud ShelfA
Promotion
• Heavy reliance on holiday sales in order to see temporarysales boostA
• Website in itself has not been regularly updating with news about brand19
• Online sales shipping is costly, varies based on location origin of orderA
Bottom Line: Made by Mavis possess strengths that include having the the passion and love for creating global,
unique flavors through gourmet food, and founding a company that bears its name as a part of the Kentucky Proud.
Additionally, the products themselves are all handcrafted, made with the finest ingredients and organic spices, and
gives a lot of variety through 18 flavors.
Bottom Line: Made by Mavis posses weaknesses that affect the client in ways that affect the placement of her product,
the communication of getting her product where she wants it on the shelf, and the reliance of web sales for short term
sale surges. Additionally, the lack of brand awareness is a result of the product itself being hard to find right from the
get-go.
Methodology: Conducted secondary and primary data research to determine the SWOT analysis for Made by Mavis. Secondary data articles (all from 2015) include the Made by Mavis and Delish Dish company
websites, as well as articles from Kentucky Proud Connection and Forbes. Primary data was gathered from an experience interview conducted with Mavis Linnemann-Clark (A) for further analysis.
24
Table 8a. – SWOT Analysis (Internal)

25. Opportunities Threats
Suppliers
• New ways to gather local suppliers within theNorthern Kentucky/ Greater Cincinnati Area
• Create products that reflect and promote the work of area growers33
• Givepressure to farmers to help improvequalityofresources
Manufacturers
• Expansion ofthe 1,500 feet warehouse into another area20
• Possibilityofcombing officeand operations into one20
Distributors
• New channels ofgetting productoutfrom pointAto B
• Offers wholesalers and distributorcompanies opportunities to sell/distributethejams33
• Can becomepicked up bya mail order catalog sitecatalog site.26
Retailers
• Expansion into different retailers is a key way to help spread brand awareness
• Retailers that would bea good fit–WholeFoods, Target, Mcaliaster’s Deli16
Target Customer
• Driven interest from those who seek outthose unusual, exoticcombinations offlavors1 3
• Onlineshopping tends will pickup -spends around $2,000 on e-commerceshopping ayear12
Demographic, Social, and CultureFactors
• Shifting trends towards products and brands that have heritage, variety1 4
• Increasing popularityof deals and BOGO promotions25
Competition
• Sinceit is the onlyartisan jam companyoutof the NKYarea, itcan create its own competition19
• Can join forces with a companyin which ithas national awareness at retailers likeWholeFoods.25
Economy
• Enjoymentof the current snack market can rise in overall market down the road36
• Meal replacements that are low-prep and prepackaged with little to no clean up are in high demand36
Political/Legal
• Opportunityto become anationallytrademarked company19
Technological
• Further enhance social mediacommunication likeon Twitter and Stubleupon33
Natural Environment
• Retool the production ofthejam to help better sustain thenatural environment33
Suppliers
• Weather changes can threaten the production offruits/ingredients needed to make the productA
• Higherprices can be inflicted, espicallyon locallyproduced produceA
Manufacturers
• Expansion ofproduction sitemay fall through dueto fincial reasons30
Distributors
• Contuineto have troublekeeping communications in orderwith thedistribution companyA
• Possibiltythat ifdueto lowsales orjustnot avery popularproductline, can be dropped from distribution
lineA
Retailers
• Current productposition in Krogersees the productbeing grouped with other local prodcuts fora lotlessB
• New retailers that do carry her productwill notallowherto control productplacementA
Target Customer
• Mostcustomers thinkofonlyregular jelly compared to artisan linelikeMBMA
• Sudden shiftin Millennial eating habits maythrow MBM offguard, then need to reposition36
Demographic, Social, and CultureFactors
• Futuregenerations shift towards moreself-expressive, mustbe“all aboutthem”1 5
Competition
• Competition has akready walked in thedoorand donethings that MBM is starting to do, likeTrappist
having 30 varieties ofjams, jellies, marmalades, preserves, and conserves26
Economy
• Potiental econmicdownturn can affect local businesses across locallyand and nationally
Political/Legal
• A competitor that is already on themarket maytake leagal action if MBM brand/productis aconflictof
interest/trademark infirngement33
Technological
• Does not capitalize on newtechnilogythat will help increasethe numberof units madeand
decreasesproduction time20
Natural Environment
• When choosing theareas that the fruit and ingredents are picked from, it could lead to destruction ofthat
paticular area.19
Bottom Line: Made by Mavis sees opportunities to really expand into markets and retailers that would both help push the
product out on the shelves and are places that Milennials overall go to. The change of the target customers’ taste can also
lead on some new opportunitie s for new flavors, as well as the ever growing snack market
Bottom Line: Made by Mavis is threatened by target customers who do not think of her brand as a ”standard” jelly,
distributors who are troubling to keep communications up with, and the fact that in Kroger stores, the brand is currently
being positioned on a shelf where the competitors are local and a lot less expensive.
Methodology: Conducted secondary and primary data research to determine the SWOT analysis for Made by Mavis. Secondary data articles (all from 2015) include the Made by Mavis and Delish Dish company
websites, as well as articles that are referenced in Tables 2a-3a, Competitive Analysis. Primary data was gathered from an experience interview conducted with Mavis Linnemann-Clark (A) and indirect observations (B)
for further analysis.
25
Table 8b. – SWOT Analysis (External)

26. “I would move these
jams over to…”
Figure 1 – 3:14-3:20 P.M
“After wandering around the jam/jelly section at the end of the
isle, I was walking through the dairy section, and across from it
was the frozen food section, stood this “Kentucky Favorites”
section – where there stood the Made by Mavis jars. My first
impression – what an odd place to shelve it, and it blends in
too! “
Figure 2:
“I would move the jars over to the Live Naturally section, where
it would be joined by other naturally healthy jams and spreads.
Two reasons why – for one thing, it’s closer to the entrance,
and two, it does attract more Millennial aged people ‘based on
observation”
Bottom Line: Made by Mavis has gourmet jams that are located in the back of the store, on a special “Kentucky Made” shelf, and that they should be moved to the front of the store in the
“Live Naturally” section. This would help Millennials that are valuing transparency and authenticity in their products to make their way over to the Live Naturally section
Methodology: The observation was conducted at the Newport Kroger location on Wednesday, November 18th, between the time of 3:14-3:35. The observation included a 15 minute
study of both the jam/jelly line and the Live Naturally section. Two photos were taken and uploaded to Instagram
26
Figure 2. – Indirect Observations

27. 27
Table 9. – Direct Observations (Chart)
Objective: Conduct direct, hidden observations of customers ordering at
Panera Bread in Newport, KY
Observed
Unit
Gender (0 =
Male, 1= Female
Millenn
ial
Looked at
menu
On mobile
device
With
someone
Ordered
Food
Ordered
Sandwhich
In a
hurry,
<30
mins.
1 0 1 0 1 0 1 1 0
2 1 1 1 0 1 1 0 0
3 1 1 1 0 1 1 0 0
4 0 1 1 1 0 1 1 1
5 1 1 1 0 1 1 1 1
6 0 1 1 0 0 1 1 0
7 1 1 1 1 1 1 1 1
8 1 1 1 0 1 1 1 1
9 1 1 1 1 1 1 0 0
10 0 1 0 1 0 1 1 0
11 1 0 1 0 1 1 0 1
12 1 0 1 0 1 1 0 0
13 0 1 1 1 1 1 1 0
14 0 0 1 0 1 1 0 0
15 0 0 1 0 1 1 0 0
16 0 1 1 0 0 1 1 0
17 0 1 1 0 0 1 0 0
18 1 1 1 1 1 1 1 0
19 1 1 0 1 1 1 1 0
20 0 1 0 1 1 1 0 0
Male 10 4 4 11 6 0 9 15
Female 10 16 16 9 14 20 11 5
Male % 40% 35% 25% 20% 50% 30% 5%
Female % 40% 45% 20% 50% 50% 25% 20%
Figure 3. - Direct Observations (Graph)
Bottom Line: For the 80% of the sample size that are Millennials, they will look up the menu and figure out what they want (more
dominant in females than males). All 100% of them ordered food, and out of that 100% (16 Millennials out of 20 total sample), over 55%
of the population ordered a sandwich of some sort. If MBM spreads are ordered at Panera, and the target customer were to like the
brand/product, at least 70% of the population has someone with them so that they can spread the recommendation of the product
directly to the person sitting across from them.
40%
35%
25%
20%
50%
30%
5%
40%
45%
20%
50%
50%
25%
20%
0% 10% 20% 30% 40% 50% 60%
Millennial
Looked at menu
On mobile device
With someone
Ordered Food
Ordered Sandwhich
In a hurry, <15 mins
What actions/attributes do
Millennials perform while at
Panera Bread?
Female %
Male %
Methodology: Conducted a live, direct, in person observation at the Panera Bread location in Newport, Kentucky on Sunday, December 6th, 2015. The
observation ran from 1:50 PM to 2:50 PM. Observations were gathered to help further analyze how MB can penetrate with trial at Panera Bread

28. 28
Figure 4. – Sample Survey (Graph)
1.9% 0.4%
4.5%
7.0%
17.8%
25.9%
33.3%
7.0%
2.1%2.3% 0.9%
6.0%
8.3%
21.9% 21.7%
24.9%
10.6%
3.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Never Once a Year Several Times
a Year
Once a
month
2-3 times a
month
Once a week 2-3 times a
week
4-6 times a
week
Daily
How often, if all, do you do any of the following? (Eat dinner or lunch
out)
Eat Dinner Out (n=471)
Eat Lunch Out (n=470)
Bottom Line: Millennials are finding themselves eating out a lot more than usual, and the trend is that is for more towards eating out for dinner than lunch. For the company Panera, a majority of the
respondents (top two) eat out there several times a year to once a month. This ties in with the target customer story and the brand, as this frequency of visits can help target those specific customers
Methodology: Conducted a sample survey of Millennials living in Greater Cincinnati and Tri-State (Ohio, Kentucky, and Indiana) area (N = 471) during November 24 and December 2, 2015. In
the survey, respondents were asked a series of categorical and metric questions measuring variety of demographic, psychographic, and behavioral variables related to food consumption

29. 29
Purpose: To bring unusual, exotic flavors into products we love like sandwiches
Target Customer Prime: Millennial College/Post Graduate students who already visit Panera
Bread, and shop at grocery stores like Kroger
Brand Performance Equities
Functional
• Locally owned and
operated right out of
Covington, KY
• Different, Unique, flavors in
over 18 combinations
• Offers special Jam of the
Month Club
• Goes great with brands you
already use, like Panera
• Backed by a client who
describes unique process
openly
Experiential
• Supporting the Kentucky Proud label of
products
• Provides flavor combinations that
prove no limit
• Enables opportunities to give the
spread of change to another like
minded person
• Goes hand in hand where menus are
top of mind awareness
• Experience jams, jellies, and spreads in
ways that are completely unusual
Emotional
• Satisfaction
• Boldness
• Self-expressive
• Optimistic
• Knowledgeable
Brand Benefit Jars that can really put a unusual, exotic tastes into your sandwich and mouth, all openly made
in a different way
Reasons to Believe Mavis-LinnemanClark strives to bring the fun and dedication of transporting Mavis’ favorite
gourmet flavors from her kitchen to the customer’s home
Brand Positioning A brand that really wants to make their jams, jellies, and spreads feel much more than a jar at
the grocery store – something you can experience in person
Brand Equity Eating Made by Mavis products makes my sandwich from Panera feel a lot more exotic
Brand Character Unique, exotic, and multicultural
Table 10. – Branding Fundamentals

30. 1. Nielsen (2014). Millennials: Breaking the myths. Nielsen. Retrieved from http://www.nielsen.com
2. Fry, R. (2015). Millennials surpass Gen Xers as the largest generation in U.S. labor force. Pew Research Center. Retrieved from http://www.pewresearch.org/
3. Barton, C., Koslow, L., Fromm, J., Eagan, C. (2012). Millennial Passions: Food, Fashion, and Friends. BCG Perspective. Retrieved from https://www.bcgperspectives.com/
4. Nielsen (2015). Millennials in 2015: Retail deep dive. Nielsen. Retrieved from http://www.nielsen.com
5. Sun, W. (2015). 7 Frightening Millennial Money Trends. Forbes. Retrieved from http://www.forbes.com/
6. Barton, C., Koslow, L., & Beauchamp, C. (2014). The reciprocity principle. The Boston Consulting Group. Retrieved from http://www.bcg.com
7. Formm, J. (2015). Brands Connecting With Millennial Moms Capitalize On Healthy Food Trends, Convenience And Community. Forbes. Retrieved from http://www.forbes.com/
8. Pew Research Center (2015). Comparing Millennials to Other Generations. Pew Research Center. Retrieved from http://www.pewresearch.org/
9. Bernstien, R. (2015). Move Over Millennials -- Here Comes Gen Z. AdvertisingAge. Retrieved from http://adage.com/
10. Finch, J. (2015). What Is Generation Z, And What Does It Want? FastCompany. Retrieved from http://www.fastcoexist.com/
11. Taylor, P. (2014). Generation X: America’s neglected ‘middle child’. Pew Research Center. Retrieved from http://www.pewresearch.org/
12. Smith, C. (2015). Gen X and baby boomers present a huge opportunity for online retailers. Business Insider. Retrieved from http://www.businessinsider.com/
13. West Midland Family Center. (2015). Generational Differences Chart. West Midland Family Center. Retrieved from http://www.wmfc.org/
14. Cooper, T. (2013). Millennials Are Flocking to These Companies. Motley Fool. Retrieved from http://www.fool.com/
15. Zogby, J. (2009). The Baby Boomers' Legacy. Forbes. Retrieved from http://www.forbes.com/
16. Morrison, M. (2013). More Americans Dining Out on Sandwiches Boosts Category Growth. AdvertisingAge. Retrieved from http://adage.com/
17. Miller, M. (2015). How Millennials Are Swaying Retailers to Respect Their Purchasing Power. BrandChannel. Retrieved from http://www.brandchannel.com/
18. The Delish Dish (2015). Company Site. Retrieved from http://delishdishcincy.com/
19. Made by Mavis (2015). Company Site. Retrieved from http://made-by-mavis.myshopify.com/
20. Aldridge, C. (2015). Mavis linnemann-clark put down her red pen and picked up her canning pot to find her true calling. Kentucky Proud Connection. Retrieved from
http://www.kyproud.com/
21. Cascadian Farm Organic (2015). Company Site. Retrieved from http://www.cascadianfarm.com/
22. Cascadian Farm (2015). General Mills. Retrieved from https://www.generalmills.com/
23. The Cornucopia Institute (2015). Cascadian Farm. The Cornucopia Institute. Retrieved from http://cornucopia.org/
24. Foster, K. (2015). General Mills Voluntarily Recalls a Limited Quantity of Frozen Cascadian Farm Cut Green Beans. Food and Drug Administration. Retrieved from www.fda.gov/
25. Shirley Ann’s Specialties (2015). Company Site. Retrieved from http://www.shirley-anns.com/
26. Monastery Greetings (2015). Company site. Retrieved from http://www.monasterygreetings.com/
27. Facebook (2015). Monastery Greeting company page. Retrieved from https://www.facebook.com/
28. Facebook (2015). Shirley Ann’s Specialties company page. Retrieved from https://www.facebook.com/
29. St. Dalfour (2015). Company site. Retrieved from http://www.monasterygreetings.com/
30. Amazon (2015). St. Dalfour Jam Search result. Retrieved from http://www.amazon.com/
31. Facebook (2015). St. Dalfour (US) company page. Retrieved from https://www.facebook.com/
32. Twitter (2015). St. Dalfour (UK) company page. Retrieved from https://twitter.com/
33. Oregon Growers (2015). Company site. Retrieved from http://www.oregongrowers.com/
34. Facebook (2015). Oregon Growers company page. Retrieved from https://www.facebook.com/
35. Johnson, L. (2015). 26% of Millennials Give Fake Birthdays to Score Better Online Deals. AdWeek. Retrieved from http://www.adweek.com/
36. Fromm, J. (2015). Snacking Habits Of Millennial Parents Are Shaping The Category For Future Generations. Forbes. Retrieved from http://www.forbes.com/
30
Reference List

31. 31