Utz integrated mktg presentation

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Emerson College final project - Integrating the Marketing Materials

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Utz integrated mktg presentation

  1. 1. UTZ POTATO CHIPS Integrated Marketing Communications Plan I 2012
  2. 2. WHY NOT LOVE UTZ Christina Chung Laura Cutone Fabricio DiaSilva Dejan Djordjevic
  3. 3. This campaign won’t beg the question why, but instead show why not.
  4. 4. AGENDA1. Situational Analysis2. Target Market3. Communications Budget4. Marketing Objectives5. Marketing Strategies6. Evaluation 4
  5. 5. 1. Situational Analysis 5
  6. 6. COMPANY In 1921, Bill Utz quit his full-time job to perfect the potato chip. Today, run by 3rd generation family members and is the largest privately held snack company in the country. ▪ found in Hanover, PA – 1921 ▪ employ 2,200+ workers with annual sales of $400+ million ▪ snacks include pretzels, popcorn ▪ environmentally friendly 6
  7. 7. COMPANY GOAL:Manufacture and merchandise the best productswith commitment to customer satisfaction that is 2ndto none 7
  8. 8. CUSTOMERSCore audience identified as forty-something, high income, married womeninto Home & Celebrity News magazines▪ age: 43▪ hhi: 81.2K▪ 78% women customers▪ 63% married dress like UTZ 8
  9. 9. COMPETITORSA leader in the snack food market,UTZ produces 1 million pounds ofpotato chips a week▪ Lay’s Potato Chips▪ Cape Cod Potato Chips▪ Wise Potato Chips▪ Doritos 9
  10. 10. COLLABORATORS The unbroken line of UTZ’s family management is key to success and almost 90+ years of continuous growth. ▪ manufactured at 4 Hanover, PA facilities ▪ sold in grocery, convenience, warehouse, and other food retail stores 10
  11. 11. ▪ 33 distribution centers between Maine & Georgia▪ 800 salespeople and company trucks deliver directly to stores 11
  12. 12. In April 2011, UTZ acquired ZappeEndeavors which included Zappesplants in Louisiana, California andPennsylvania thereby making UTZa national snack foodmanufacturer overnight. 12
  13. 13. CLIMATE▪ by 2015, packaged snack sales expected to reach $77 billion▪ 85% of U.S. households eat chips▪ 81% prefer unadorned varieties 13
  14. 14. Current potato chip trends.TRENDS The potato chip market grew 22% during the economic downturn. ▪ lighter and crispier ▪ palette pleasing flavors like hot and spicy or salty and sweet ▪ olive oil and terra chips ▪ macrosnacks 14
  15. 15. Food technicians using computer programs to design crunchier chipsResearchers working on potatoes with less sugar content since sugar produces brown spots on chips.
  16. 16. 2.Target Market 16
  17. 17. Health-conscious women (30-50) with children 17
  18. 18. RESEARCH▪ 85% women do family’s grocery shopping▪ spend avg $44.43 per grocery trip▪ more engaged in top online women with purchase categories children 18
  19. 19. SWOT ANALYSIS STRENGTHS WEAKNESSES• Been in market for 90+ years with almost • Salty snack food industry highly continuous growth competitive• Commitment to quality and unbroken • Family-owned & operated may be line of family management key to success preventing UTZ towards next level steps• Potato chips command strong consumer • Lack of distributors in Midwest & West so loyalty low brand awareness in those regions OPPORTUNITIES THREATS• Zappe Acquisition could provide new • Consumers moving toward healthier distribution opportunities in West snack options like hummus, carrots• R&D to modify existing recipes and • Constant media scrutiny regarding create new health conscious potato chips and weight gain products • Frito-Lays dominates the marketplace• Increase online sales of products for potato chips
  20. 20. 3. Communications Budget 20
  21. 21. OBJECTIVE US consumers spend trends. Current potato chipAND significantly more on potato chips than US governmentTASK does on energy R&D.METHOD ▪ not marketing many products ▪ relate dollar costs to focus on few, specific objectives ▪ cannot compete with Lay’s marketing dollars 21
  22. 22. WHY NOT GROW UTZ. 22
  23. 23. UTZ promises health consciouswomen the benefit of knowing ourpotato chips use the samededication to fresh ingredientstoday as we have since 1921 23
  24. 24. 4. Marketing Objectives 24
  25. 25. EXPANDTO CENTRAL AND WESTERN PART OF USCREATEBRAND AWARENESS IN THOSE REGIONSINCREASEWEBSITE TRAFFIC AND ONLINE SALES 25
  26. 26. UTZ TODAY EXPANDTO CENTRAL AND WESTERN PART OF US▪ have UTZ distribution centers continue moving westward▪ Indianapolis & Houston 26
  27. 27. CREATE BRAND AWARENESS IN THOSE REGIONS▪ introduce, persuade, remind▪ 3 fresh ingredients, since 1921▪ continuous message 27
  28. 28. INCREASE WEBSITE TRAFFIC AND ONLINE SALES▪ utzsnacks.com/whynotutz▪ microsite▪ advertising will drive traffic 28
  29. 29. 5. Marketing Strategies 29
  30. 30. Advertising Media Sales PromotionPublic Relations Direct Response E-Active Alternative 30
  31. 31. Advertising M S PR DR E AL ▪ widen reach designed around a “Not UTZ” campaign ▪ campaign informs using emotional, brand loyalty strategy ▪ promotion mix 31
  32. 32. A Media S PR DR E AL ▪ “Not UTZ” 4C FP campaigns in national magazines ▪ geotargeting/psychographic targeting 32
  33. 33. SalesA M Promotion PR DR E AL ▪ sampling at youth soccer events ▪ UTZ promo team sponsors event in designated cities ▪ samplings occur at same time, telling mom’s about UTZ & contest 33
  34. 34. PublicA M S Relations DR E AL ▪ UTZ creative pictures contest ▪ winners voted on utzsnacks.com/whynotutz ▪ 1st, 2nd and 3rd place prizes include a Modern Family and Disney prize package 34
  35. 35. DirectA M S PR Response E AL Direct Mail ▪ consumers and businesses constantly informed ▪ sending coupons, links, online catalogue and “useful” articles 35
  36. 36. A M S PR DR E-Active AL Banner Advertising Online ▪ reinforce message from print ads: healthy snacks for families ▪ target our key market segment (women w/children) in our top Midwest & West cities 36
  37. 37. A M S PR DR E-Active AL Banner Advertising Web Sites http://www.parenting.com/ http://www.parents.com/ http://www.womansday.com/ http://www.bizziemommy.com http://www.workitmom.com http://www.cafemom.com/ http://www.workingmother.com 37
  38. 38. A M S PR DR E Alternative Product Placement ▪ Mad Men (2008) ▪ increased brand awareness by reaching 1.5 million live viewers plus DVR & On Demand 38
  39. 39. A M S PR DR E Alternative Product Placement ▪ Modern Family (2012) ▪ goal: Increase brand awareness ▪ advantages: ▪ wide reach ▪ low per viewer cost 39
  40. 40. Advertising Media Sales PromotionPublic Relations Direct Response E-Active Alternative 40
  41. 41. 6. Evaluation 41
  42. 42. EVALUATIONMETHODS▪ sales▪ message evaluation▪ brand tracker▪ online evaluation metrics▪ behavioral evaluations 42
  43. 43. Sales M BT OM BE ▪ measure online sales by region ▪ compare sales numbers in our target cities vs. the rest of the Midwest and West 43
  44. 44. S Message Evaluation BT OM BEOnline Copytesting ▪ consumers assess the ad ▪ cost-effective ▪ immediate resultsResults measure ▪ brand image and message ▪ persuasive power of the ad ▪ potential responses ▪ how memorable the ad and brand are 44
  45. 45. S M Brand Tracker OM BE▪ two times per year▪ consumers who represent our target audience▪ ask same questions each time▪ results measure: ▪ perception of brand ▪ perception of message ▪ perception of Utz vs. competition 45
  46. 46. Online EvaluationS M BT Metrics BEResults measure ▪ website traffic ▪ visits via online banner advertising ▪ participation in online photo contest 46
  47. 47. S M BT OM Behavioral Evaluations Sales & Response Rates ▪ calls to campaign-specific toll-free number ▪ website visits & email inquiries in response to campaigns ▪ redemption rates for campaign coupons/special offers 47
  48. 48. WHY NOT TRUST UTZ? THE END 48
  49. 49. Q? 49
  50. 50. UTZ POTATO CHIPS Integrated Marketing Communications Plan I 2012

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