Strategic Marketing Planning of Oscar mayer & co

1. Oscar Mayer: Strategic
Marketing Planning
Group:M5

2. Oscar Mayer & co. Timeline
• 1883,Oscar F. Mayer
-founded a sausages and Westphalian hams retail Market in Chicago
• philosophy
-there is always a better way
• 1919,Purchasing of processing plant in madisson WI
• 1970,Branded Yellow paper band wrap: Quality & consistency
• 1979,oscar mayer selects: reduction of artificial preservatives
,flavours & colours in products, Louis Rich Inc. was acquired
• 1981,Oscar Mayer was acquired by General Foods Corp.
• 1985,Phillip Morris Companies Inc. The parent company of
Kraft Foods, purchased General Foods including Oscar mayer

3. Strategy of McGraw
Hire mctiernan ,consultation for market research &
planning advice
invites ideas from trusted managers
went through the memos
Develop own to do list

4. If McGraw's strategic plan favours only
one department
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Decrease in motivation
Reduced performance
Loss of faith & trust
Conflict
Lack of hope
Decline in production growth
Loss to other departments (financial)

5. To mitigate the damage
• Completely focus on the products they are
launching & should do an analysis before
launching the products

6. Effect of strengths & weaknesses of
competition
Competitors are focusing on R & D for better
quality products & change in customer
preferences which in turn is leading to
reduction of OM market shares
new products launched, customer needs
change, and they shift to other brands
product promotion needs focus

7. JIM Longstreet: most viable
Majority target audience: working mothers
Need to invent:4th major category for growth
engine
Looks at change in consumer needs
On the go frozen/processed meat
Family favourite

8. Second most viable
Eric stranger as it focuses on
Cutting 10% package price
Increasing advertising & promotion budget
R & D to develop new products
Focus on brand growth

9. Least viable: Jean Morley
Acquisition which is very risky rather than
focusing on product line expansion & brand
building

10. Zappetites
• Miniaturized frozen food
• Includes: pizza, slice, tacos burger on a bun
Price-$1.3

11. Lunchables
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Yummy lunch for kids
Best for working moms
Compact size
Includes-lunch meat,cheese,crackers,chocolate
treat
• price range-$1.25-$1.50

12. Possible course of action
Cut OM product prices: get back in
competition
R & D to upgrade existing products for health
conscious customers
Allocate resources for advertisements &
promotion
Diversify into new product
lines:Lunchables,pre-packed lunch
Expansion Plan: Acquire turkey time ltd.

13. Jim Longstreet's new product idea is
less likely to succeed?
Proposed two ideas namely:
Zappetites: The idea about zappetites focus on
"frozen food channel".
This idea is in line with the flop product line of
OM stuff bergers.So it's a risky option
Lunchables: The idea about lunchable focuses
on solution to the problem of working moms,
which is their large customer base. Catering to
the needs of target audience will definitely
help boost sales of OM.

14. Thank You