Millennial Trial of Made by Mavis Jams

WHAT’S YOUR JAM?
How do you make Millennial shoppers aware of
Made by Mavis jams and make them try one?
By: Andrea Niemeyer
December 11, 2015

TABLE OF CONTENTS
Background………………………………………… 3
Methodology……………………………..….……... 4
Recommendations:
Overview…………………………………..…. 5
Prime Prospects………………………...…… 6
Brand Positioning…………………………... 7
Driving Trial……………………………….... 8
About the Author………………………………….. 9
Appendix…………………………………………… 10
2
How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

BACKGROUND
3
Mavis Linnemann-Clark
Executive Chef/Owner, Made By Mavis/The Delish Dish
Mavis Linnemann-Clark is an educated and
talented Chef who brings out her passions in jams, jellies, and
sauces. She runs a locally owned and operated business, Made
by Mavis. They have created eighteen unique, different, and
exotic flavored jams/jellies/sauces that pair up nicely with a
craft, domestic, and/or cider beers of your choice.
Mavis has such a amazing passion for her products
but they have little awareness and limited availability in
stores such as Kroger, Whole Foods, Jungle Jims, etc. Her
jams, jellies, and sauces are not your everyday food item and
can be paired with unique combinations that you would never
expect from a jam company. They are up against a large
competition base that is stronger, more well known, and less
expensive. Mavis’ passion for her products and millennials
need for variety is going to tie in perfectly with the unique
food pairings to accompany your favorite craft, domestic, or
cider beer. Millennials interest in artisan, handcrafted,
unique, and local products is going to be the drive that will
make Made by Mavis a huge sensation.

METHODOLOGY
4
• Gathered secondary research data to create a SWOT analysis using Made by
Mavis’ owned social media and using secondary data acquired from a previous
project for Chipotle Mexican Grill.
• Conducted observations of 20 target customers at Party Source in Bellevue, KY
and gathered information on which types of beers male and female millennials
were purchasing.
• Conducted experience surveys with the client, Mavis Linnemann-Clark, and
three target customers to grasp the product and fully understand what appeals to
our target market.
• Conducted competitive analysis on previous project from Chipotle Mexican
Grill and their competitors using secondary data from Motley Fool, Fast
Company, and Advertising Age.
• Conducted a computer-assisted sample survey of a representative sample of
447 Millennials living in the Greater Cincinnati area. Participants were asked a
series of questions measuring multiple variables and placed in Excel, T-tests to
determine which percentage of consumers rated a 4 or higher on a scale of 1-7.
• Conducted secondary research data to collect generation analysis on all
generations and to see what influenced them.
Methodology: Conducted a computer assisted sample survey of a representative sample of 447 Millennials living in the
Greater Cincinnati and Tri-State area between November 24 and December 2, 2015. Respondents were recruited by
referral sampling. Participants were asked a series of questions measuring demographic, psychographic, and behavioral
variables. The data was then analyzed and summarized into an Excel document, using T-tests. This question was on a
scale of 1-7 and T-tests were to determine the percentage of consumers who rated a 4 or higher.

RECOMMENDATIONS OVERVIEW
5
1. Have sample tastings at Party Source in
Bellevue, KY in the beer section
2. Present jams/jellies in a way to promote
the different unique pairings that no one
would expect
How do you make Millennial shoppers aware of
Made by Mavis jams and make them try one?

RECOMMENDATION: PRIME PROSPECTS
6
Have sample tastings at Party Source in
Bellevue, KY in the beer section
100% of shoppers in
the beer section were
Millennials!
(see appendix d,e)
19% of females and 17%
of males would try Made
by Mavis jams paired
with their domestic beer
(see appendix G, figure 2)
17% of females and 19% of
males would pair Made by
Mavis jams with their
craft beer
(see appendix H, figure 2)
+
15% of females and 18% of
males would pair Made by
Mavis jams with their
imported beer

7
RECOMMENDATION: BRAND POSITIONING
UNIQUE
COMBINATIONSARTISAN, HAND
CRAFTED
Combining Made by Mavis’ unique food
pairings and appealing to Millennial
shoppers inside one of party sources
most popular sections, the beer isles.

8
RECOMMENDATION: DRIVING TRIAL
Present jams/jellies in a way to promote the
different unique pairings that no one would
expect
67% of males bought
domestic beer
(see appendix d,e)
50% of males prefer a
spicy characteristic to
their food
35% of females and
24% of males prefer a
unique combination to
their food
35% of females would try
a jam as a glaze for their
chicken
43% of females and 27%
of males would try jam
on their bagel

ABOUT THE AUTHOR
9
Andrea Niemeyer
• Assistant Manager at Guardian Savings Bank,
FSB/Full Time Student at Haile/US Bank College of
Business, Northern Kentucky University
• Marketing Major with Business Administration Minor
(expected graduation May 2016)
I niemeyera1@nku.edu I https://www.linkedin.com/pub/andrea-niemeyer/96/381/883 I
“ I am an outgoing, independent person who loves
everything to do with a challenge. I am proud to be
born and raised in Kentucky and it shows through
my insane passion for Kentucky Basketball. I love
anything that has to do with being outdoors, being
with my family, my beautiful dog, and just enjoying
everything life has to offer!”

APPENDIX
10
A - Table 1 - Experience Survey of Mavis Linnenmann-Clark……..………....11
B - Table 2 - Competitive Analysis…………………………………………….…..........12
C - Table 3 - Generation Analysis……………………………………………….….………14
D - Table 4 - Experience Surveys of Target Customers...……....................16
E - Table 5 - Observations (Raw data) ………………………............................17
F - Figure 1 - Observations (Findings)………..…….....................................18
G - Figure 2 - Sample Survey (Findings)………………………………….….….….….19
H - Figure 3 - Sample Survey (Findings)………………………………....…..……....20
I - Table 6 - SWOT Analysis Summary……………………………………..….……..…21
J - Reference List.......................................................................................23

APPENDIX A: TABLE 1
11
Experience Survey of Mavis Linnemann-Clark
Marketing research objective: Conducted an experience survey with Mavis Linnemann-Clark, Founder and Owner of Made by Mavis
and The Delish Dish, to inquire about how she comes up with her exotic/different flavors and their names, how she recommends pairing
her jams with, what she wants her customers to remember, and how she gets her ingredients.
Question Mavis Linnemann-Clark (Founder and Owner of Made by Mavis and The Delish
Dish)
Q1: Where do you get the
inspiration for your flavors?
Q2: Where do you get the
inspiration for your
names?
Q3: Where do you source
the ingredients for your
jams?
Q4: How do you
recommend using your
products?
Q5: What do you want
your customers to
remember about your
jams?
Bottom Line: Mavis is an educated chef, who has a passion for cooking and concocting unique jams/jellies for
people to use on anything but your everyday cracker or toast. Her desire for cooking is incorporated with her
traveling experiences and it makes for exclusive pairing options you can only get from Made by Mavis.
Methodology: Conducted a 30 minute experience survey of Mavis Linnemann-Clark, Owner, Founder and Chef of
Made by Mavis and The Delish Dish on October 15, 2015.
Flavors come from experiences from traveling and from inspiration when “jamming.” She traveled to 5
different continents and even took cooking classes in Italy. They are flavors she loved and wanted to
share with others. She wants her jams to be fun.
Names also come from experiences from traveling and from inspiration when “jamming.” The name
“Tropical Thunder” was made on a rainy day when a little sunshine was needed. She, again, wants
her jams to be fun.
There are pairing options on the side of the different jars and also on their website there is
recommended foods to consume each jam or jelly with. Pairing them with sandwiches, breakfast
items, chicken, or when nibbling on snacks and enjoying a cocktail of your choice.
They are all bold, unique flavors. They are not your typical jam and she does not want them to be
paired with your everyday food items like toast and crackers. She has different views like using
on chickens and ice cream. All are made from the finest ingredients and are hand prepared in
small batches of 30 in old fashioned French copper jam pots.
Local produce and local spices.

12
APPENDIX B: TABLE 2How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Competitive Analysis - Strengths
Chipotle Panera Bread Starbucks Five Guys McDonalds Subway
Moe’s
Southwester
n Grill
Stay true to values by
using high quality
ingredients8
Healthiest menu
choices at all times
of the day8
Laid back,
lounge-like
atmosphere8
Well rounded
menu108
Low prices8 Fresh ingredients
and healthy
dining8
Never use
microwaves8
Interactive
environment9
Welcoming
environment8
“Starbucks
Evenings”
serving
beer/wine8
Free extra
toppings10
Served very fast8 Franchising
model8
Marketing aimed
at college students
and millennials8
Cooking in front of
customers9
Free Wi-Fi8 Free Wi-Fi8 Good pay/bonus
opportunities
for employees10
Going to reinvent
themselves8
Worldwide
presence8
Reference popular
movie characters
in menu8
All food is freshly
prepared9
Having a presence
for breakfast,
lunch, and dinner10
Large presence
in grocery stores
with packaged
goods8
Family owned
and operated 8
Starting all day
breakfast8
Loyalty cards8 Gave discounts to
flood victims10
Very popular with
millennials8
“No No List” of
ingredients they
will no longer use
to become
healthier10
High volume of
stores opening up
around the globe8
Large growth
and expansion
out of the US8
Variety in the
menu8
Large advertising
and promotion
based; use
professional
athletes 10
Large off premises
catering presence8
Bottom Line:
A very popular spot with
millennials where they
cook in front of you
while staying true to
core values.
A welcoming
environment who
has the healthiest
menu at all times
during their
working day which
appeals to
millennials.
Has a large
presence in
grocery stores
with their
packaged goods
Family owned
and operated
business gives
the personal
feel that Made
by Mavis is
expressing as
well.
Serves very fasts
and has a large
variety in their
menu which really
appeals to the
millennial
generation.
They use fresh
ingredients and
use loyalty cards
to keep the
customer happy
and bringing back
business.
A company whose
target market is
in line with Made
by Mavis and is
targeting
millennials.
Methodology: Conducted competitive analysis of Chipotle Mexican Grill to determine brand attributes and compared
it to competitive brands using secondary data from Motley Fool, Fast Company, and Advertising Age in October 2015.

13
APPENDIX B: TABLE 2How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Competitive Analysis - Weaknesses
Methodology: Conducted competitive analysis of Chipotle Mexican Grill to determine brand attributes and compared
it to competitive brands using secondary data from Motley Fool, Fast Company, and Advertising Age in October 2015.
Chipotle Panera Bread Starbucks Five Guys McDonalds Subway
Moe’s
Southwester
n Grill
Cannot locate enough
sustainably-raised meat9
Rising expenses
continue to weigh
on profitability8
Uneven
international
growth 8
No advertising
10
Brand fatigue 8 Not good-tasting
subs/sandwiches 8
Was sued by
dozens of
franchisees 8
Not open late hours9 Consumers
searching out
alternatives for
dinner10
Prices of coffee
continues to rise8
Decline many
interview
requests10
Food health and
safety concerns 8
Spokesman Jared
Fogle scandal 10
Bad name to the
franchising
modeling way of
business 8
Not expanding their
menu8
Not a large
advertising
presence10
Getting too
involved in
technology10
Not interested
in expanding
their menu8
Multiple store
closures
worldwide8
Declining sales 10 Privately owned 8
Upper scale fast food9 Other companies
becoming more
health continuous10
High prices for
many customers8
No public stock
option8
Image problems 8 Losing "face to face
" contact by using
Smartphone Apps 9
Only 550 locations
nationwide 8
Higher prices because of
food standards9
High expenses for
media advertising10
Losing "face to
face" value10
Constantly
resist change8
Falling sales
worldwide due to
competition 8
Losing Executive
Tony Pace 10
Same semi-fancy
décor as
competition 8
Bottom Line:
Higher prices because
of food standards and
them sticking to using
sustainably-raised
meat.
Rising expenses
that are
continuing to
weigh heavy on
their profitability
levels.
High prices for
many
customers
which can turn
them away.
Not interested
in expanding
their menu
and allowing
the variety
that
millennials
love hit its
potential.
Falling sales
worldwide due to
competition
being so similar
to the products
and having
extreme image
issues with the
brand.
Not good-tasting
subs/sandwiches
can play in the
role of declining
sales.
Smaller
company with
not as many
locations.

14
APPENDIX C: TABLE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Generation Analysis
Methodology: Conducted generation analysis to determine what makes each generation unique and different from
one another and how each generation could appeal to the brand using secondary research (Nielson, Gallup, Pew
Research)
GENERATION Z MILLENNIALS
Born in 1995-Present
12
Born in 1977-1995
12
Make up 24% of the US population
12
12
1% in the workforce
12
19% Hispanic, 14% African American, 5% Asian
12
Still forming their identities
11
21% married & 20% same sex couples
12
Too young to tell what will form them
12
36% of women have children
12
Deep connection with technology
13
High education levels
13
Rumored to be called the 'Selfie Generation' in regards
to their use of technology already
13
53.5 million in the workforce
12
Income: $25K for younger ones (18-27) and $45K for older
ones (28-36)
12
Younger (18-27) still live at home
11
Older ones (28-36) have careers and families
11
Prefer to live in dense, diverse urban villages
13
Health conscious
12
20% fully engaged in the hospitality industry
11
Chipotle is very popular with Millennials
12
Care about family, friends, and philanthropic causes
13
Value internet access
11
Value authenticity and creativity
12
Online guest reviews have a strong influence
12
Value self-expression and artistic pursuits
11
Value feeling like they have a personal direct interaction
with a brand
12
Over 60% will pay more for a product if it is good for the
environment
12
70% say a company's commitment to the community would
influence them to work there
12
Technology dependent
12
Buy local goods made by members of their community
12
Prefer walking as a means of travel
11
Sleep with cell phones
13
Use social media as their main form of interaction
13
Bottom Line: Generation Z is a
young generation but what is most
appealing about them is they are
still forming their identities. They
can be influenced by their elders
into trying and liking a certain
product which is perfect for newer
companies like Made by Mavis.
Bottom Line: Millennials are
highly influenced by buying goods
locally. They value self expressions
and like to have a personal
interaction with brands. Made by
Mavis follows in the very foot steps
that Millennials choose to spend
their day to day values on.

15
APPENDIX C: TABLE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Generation Analysis continued…
Methodology: Conducted generation analysis to determine what makes each generation unique and different from
one another and how each generation could appeal to the brand using secondary research (Nielson, Gallup, Pew
Research)
GENERATION X BABY BOOMERS
Born in 1965-1976
12
Born in 1946-1964
12
12
12
12
12
Second largest group in the
workforce
12
42% married
12
22% fully engaged in the hospitality
industry
11
6% unemployment rate
12
Value services to be reliable
13
Retiring
12
Recommendations by friends/family is
a strong influence
12
Top markets on east coast
13
Spend more money with low brand
attachment
12
25% fully engaged in the hospitality
industry
11
Value their problems to be solved
quickly
11
Recommendations by friends/family is a
strong influence
11
62% appreciate the influence of culture
12
55% its their responsibility to take care
of an elderly parent
13
Use cars to travel
13
SILENT GENERATION
Born in 1925-1945
12
12
Make up 12% of the US
population
12
83% of the 65+ say that have
grandchildren
12
2% in the workforce
12
Highest wealth
12
26% fully engaged in the
hospitality industry
11
Value their problems to be solved
quickly
11
Watch twice as much TV as
millennials
13
Spend a lot of time with family
13
Bottom Line: Generation X makes
up a larger portion of our US
population and they like to spend
money. They get their
recommendations for their family
and friends and value their services
to be reliable!
Bottom Line: Baby boomers are
now in the retiring stages of their
lives and they are very influenced
by recommendations of products by
their family and friends. They
really appreciate the value of
culture which runs along perfectly
which Made by Mavis’ flavors being
influenced by traveling
experiences.
Bottom Line: Silent generation
are an elderly generation but they
are extremely wealthy. Most of
them have grandchildren who
could fit into the ranks of the
Millennial category. Their
grandchildren could introduce
them to newer things like Made by
Mavis.

APPENDIX D: TABLE 4
16
Experience Surveys of Target
CustomersMarketing research objective: Conducted an experience survey with three millennial consumers inquiring their thoughts on locally
operated products, how they feel about pairing jams with beer/alcohol, the types of food they associate with jams, how often they consume
jams/jellies and if they have ever heard of Made by Mavis.
Question Consumer 1 Consumer 2 Consumer 3
Q1: What are your thoughts
on pairing jams with
different beers/alcohols?
Q2: When you think of jams,
what types of food do you
think of eating along with it?
Q3: Does it interest you any
if a food is locally
operated/owned?
Q4: How often do you eat
jams and jellies?
Q5: Have you ever heard of
Made by Mavis? If not, what
type of product would you
think they would produce?
I think it would give it a
bitter taste or wouldn’t taste
very good!
Toast and biscuits. I think
that’s all that sounds
good.
No, not in the least.
Maybe 3 times a year
when I go to Cracker
Barrel.
No and I would think they
made dog treats.
I think its fine. My first
thoughts are wine and
cheese with a jam.
Crackers, peanut butter,
cream cheese, biscuits, and
pies.
Yes, very much so.
Two or three times a
week. I love peanut
butter and jelly
sandwiches.
I want to say I have but I am
not sure. I would think they
would make children’s stuff.
I will eat and drink anything
at least one time if I see
someone else trying it.
Toast or bread, sandwiches.
Yes, very much so. More than
any other, I would buy locally
90% of the time before any
other choice.
Not very, once a month at the
most. A jar of jam lasts a long
time so I do not need to
purchase it often.
It rings a bell but I am not
sure. It sounds like something
to do with an auto-body shop.
Methodology: Conducted an experience survey with three different Millennial consumers on November 2, 2015.
Bottom line: Consumers are not familiar with the brand and do not associate the name with jams or
jellies. Many millennials think the only choices of pairing jams are with bland items which gives us the
choice to show them more variety.

APPENDIX E: TABLE 5
17
Observations (Raw Data)
Consumers Gender Time Spent
Domestic
Beer Cider Beer Craft Beer
Other products
in hand Age Presence
1 1 1 2 2 1 2 1 1
2 2 1 2 1 2 2 1 2
3 1 2 1 1 2 1 1 2
4 1 1 1 2 2 2 1 2
5 1 1 2 1 2 1 1 1
6 1 1 1 2 2 2 1 1
7 2 1 1 2 2 2 1 2
8 2 1 2 1 2 2 1 2
9 2 1 2 2 1 2 1 2
10 1 2 1 2 2 1 1 1
11 1 1 1 1 2 1 1 1
12 1 2 2 2 1 1 1 2
13 2 2 2 2 1 1 1 2
14 1 1 1 2 2 1 1 1
15 2 1 1 2 2 2 1 1
16 2 1 1 2 2 1 1 2
17 1 2 2 2 1 2 1 1
18 2 1 2 1 2 1 1 2
19 1 2 1 2 1 2 1 1
20 1 1 1 2 2 2 1 1
Male: 1 Fast (-5 min): 1 Yes: 1 Yes: 1 Yes: 1 Yes: 1 Millennial: 1 Alone: 1
Female: 2 Slow (+5min):2 No:2 No: 2 No:2 No: 2 Non-millennial: 2 Group: 2
Total Male: 12 7 8 3 4 6 12 9
Total Female: 8 7 3 3 2 3 8 1
Total: 20 20 20 20 20 20 20 20
Percent Male: 60.00% 58.33% 66.67% 25.00% 33.33% 50.00% 100.00% 75.00%
Percent Female: 40.00% 87.50% 37.50% 37.50% 25.00% 37.50% 100.00% 12.50%
Methodology: Conducted a disguised, human observation of 20 consumers at Party Source in Bellevue, KY between
6:30-7:30 pm on Friday, October 30. Noting and gathering information on which different types of beers male and
female millennials were purchasing.

APPENDIX F: FIGURE 1
18
Observations (Findings)
60%
58%
67%
25%
33%
50%
100%
75%
40%
88%
38%
38%
25%
38%
100%
13%
0% 20% 40% 60% 80% 100%
Is there a difference between Males and Females when it comes to
shopping for beer?
Percent Male: Percent Female:
Alone
Millennial
Other
products
Craft
Cider
Domestic
Fast
Gender
Methodology: Conducted a disguised, human observation of 20 consumers at Party Source in Bellevue, KY between
6:30-7:30 pm on Friday, October 30. Noting and gathering information on which different types of beers male and
female millennials were purchasing.
.
Bottom line: All shoppers
were in the millennial age
range. Many males are making
quicker decisions, alone. They
preferred purchasing domestic
beers over cider and craft beers.
Half of males had other
products in their hands or cart
to go along with their beer
selection. Females lean more
towards the ciders and domestic
beers and were typically in
groups. Generally, millennials
might already know what they
want to purchase before they
even enter the store because of
how fast their decision making
process was.

19
APPENDIX G: FIGURE 2How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Sample Survey (Findings)
19%
20%
22%
20%
26%
27%
25%
26%
14%
18%
16%
14%
16%
16%
17%
19%
38%
33%
35%
28%
41%
43%
37%
38%
19%
15%
23%
24%
22%
26%
19%
17%
Is there a difference between genders when it comes to
pairing jams with different food and drink combinations?
Bottom Line: Female
consumers are a lot more
likely to try different food and
drink combinations of Made by
Mavis jams than males are.
Both genders are more prone
to try a jam with a common
combination (crackers, bagels,
cheeses) than branching out
and trying an out of the
ordinary one. There is also an
indicator that millennials are
more willing to try food/jam
combinations before a
drink/jam combination. I think
this is a really good sign. This
gives the opportunity to show
that these more odd
combinations can be done and
they are full of flavor.

20
APPENDIX H: FIGURE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?
Sample Survey (Findings)
24%
0%
0%
50%
37%
28%
13%
57%
35%
0%
3%
11%
33%
13%
21%
1%
Is there a gender difference when it comes to the
characteristics of food?
Bottom Line: Millennials do
not prefer bold flavors at all.
None of them rated above a
four on this category. Males
prefer to eat spicier foods
while females prefer
chunkiness to their foods.
Both genders seemed to like
unique combinations which is
perfect because we want all
Millennials to eat our jams
with less than ordinary
combinations of food.

APPENDIX I: TABLE 6
21
SWOT Analysis Summary
STRENGTHS
1. Strong local presence, including catering local events and
appearing on local news (FOX 19)6
2. Martha Stewart 2015 American Made Nominee6
3. Locally owned, operated, and hand-crafted products6
4. 18 unique, different, exotic flavors that pair nicely with
alcohols6,1
5. Made with organic spices and local produce/spices6,1
6. Jam Club offering a quarterly Jam Box, and “Jam with Us”
classes to teach canning6
7. 100% increase in sales from the past 4 years6
8. Makes all jams in house6
9. Website gives you insight on which jams pair with different
foods6
10. Can be given as a great gift6,1
11. Millennials are more likely to buy something it is from someone
in the community
WEAKNESSES
1. Difficult to locate in retail stores, small shelf spaces6
2. Limited availability (some Kroger stores, Whole Foods,
Jungle Jim’s) 6
3. High prices compared to rival jams and limited flavors
available in stores6
4. Low product awareness with no advertising to help6
5. Small social media presence (273 likes on Facebook, 43 in
Instagram, 918 followers) 6
6. Little interaction with customers on owned media, only two
customer reviews6
7. Social media’s “about us” switches between 3rd and 1st person
which is very confusing to customers6
8. Outdated website with broken links and it is not very
personable6
9. Millennials are making fast purchasing decisions
10. Limited production capacity6
11. People do not associate the brand name with jams
Methodology: Conducted a SWOT analysis of Made by Mavis using their owned social media’s such as (1) Made by
Mavis personal website, (2) The Delish Dish personal website, (3) personal earned media (Facebook, Twitter, YouTube,
Instagram), (4) information acquired while doing observations in Party Source in Bellevue, KY, (5) secondary data
obtained from a previous project for Chipotle, and (6) experience survey of Mavis Linnemann-Clark (owner/founder of
Made by Mavis) and of three Millennial consumers.
Marketing research objective: Conducted secondary research to identify Made by Mavis’ major internal strengths and weaknesses.
Bottom line: Locally owned and operated business that has 18
unique, different and exotic flavors that pair up nicely with
craft, domestic, or a cider beer of your choice.
Bottom line: Little to no awareness of the product with
limited availability in retail stores such as Kroger and
Whole Foods.

APPENDIX I: TABLE 6
22
SWOT Analysis Summary continued…
Methodology: Conducted a SWOT analysis of Made by Mavis using their owned social media’s such as (1) Made by
Mavis personal website, (2) The Delish Dish personal website, (3) personal earned media (Facebook, Twitter, YouTube,
Instagram), (4) information acquired while doing observations in Party Source, (5) secondary data obtained from a
previous project for Chipotle, and (6) experience survey of Mavis Linnemann-Clark (owner/founder of Made by Mavis)
and of three Millennial consumers.
OPPORTUNITIES
1. Millennials interest in unique, local products as well as hand-
crafted, artisan products6
2. Large growing demand for organic made products6
3. Buy 5 get one free coupon, gift personalization, unique gift
ideas6
4. Showing how jams and jellies can be paired with any kind of
food6
5. Millennials need for variety; making a larger line6
6. Word of mouth marketing/advertising 6
7. Popularity of local festivals and the “eat local” movements6
8. Popularity of Amazon, Kroger and its Natural Market selection6
9. Millennials loyalty to quality, local brands6
10. Local farmers to raise quality products6
11. Millennials high interest in purchasing varieties of domestic,
cider, and craft beers
12. Millennials not introduced to unique food combinations
THREATS
1. Limited availability of local produce and spices that make up
seasonal jams and dependence on local produce6
2. Pricing is high and can be scary to consumers who can buy alike
products for a lot cheaper6
3. Strong competition in Kroger, Whole Foods and other retail
stores6
4. Kroger identifies it on a small self with other locally produced
products and those products are less expensive6
5. Jams/jellies are not an everyday product6
6. People trend towards fresh ingredients versus packaged6
7. Millennials prefer shopping in Target and other larger
merchandisers6
8. Millennials are health conscious avoiding high sugar products6
9. Retailers are dropping the product6
10. Kroger employees are not aware they carry Made by Mavis’
products6
11. Jar of jam lasts for a long time, no need to buy frequently
Marketing research objective: Conducted secondary research to identify Made by Mavis’ major external opportunities and threats.
Bottom line: Using millennials interest in unique, local, artisan,
hand-crafted products. Also, incorporating millennials high
interest in purchasing various beers and creating their need for
variety by pairing it with unique combinations.
Bottom line: Made by Mavis is not your everyday food with
competition being stronger and less expensive. The pricing is higher
and because a single jar of jam takes awhile to consume, the need to
buy it often is not there,

APPENDIX J
23
Reference List
1. Made by Mavis. (2015). Company website. Made by Mavis. Retrieved from http://made-
bymavis.myshopify.com.
2. The Delish Dish. (2015). Company website. The Delish Dish. Retrieved from
http://delishdishcincy.com.
3. Pinterest. (2015). Mavis Linnemann-Clark. Pinterest. Retrieved from
https://pinterest.com/delishdishcincy/.
4. Facebook. (2015). Mavis Linnemann-Clark. Facebook. Retrieved from
https://www.facebook.com/madebymavis.
5. Twitter. (2015). The Delish Dish. Twitter. Retrieved from https://twitter.com/delishdishcincy.
6. Instagram. (2015). Made by Mavis. Instagram. Retrieved from
https://instagram.com/madebymavis/.
7. Kozlowski, S. (2015). Chipotle secondary data research project. LinkedIn. Retrieved from
https://www.linkedin.com/pub/stefanie-kozlowski/104/917/701.
8. The Motley Fool (2015). The Motley Fool. Retrieved from http://www.fool.com.
9. Fast Company (2014). Fast Company. Retrieved from http://www.fastcompany.com.
10.Advertising Age (2009). Advertising Age. Retrieved from http://adage.com.
11.Gallup (2014). Gallup . Retrieved from http://www.gallup.com.
12. Nielsen (2014).Nielsen . Retrieved from http://www.nielsen.com.
13.Pew Research (2014). Pew Research Center . Retrieved from http://www.pewresearch.com.
How do you make Millennial shoppers aware of Made by Mavis jams and make them try one of them?

Millennial Trial of Made by Mavis Jams

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