Decadence Strategy

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Decadence Strategy

  1. 1. decadence | Strategy Curt Chapkowski, Keely Galgano, Kristie Jackson, Mo Lockard, Kagan McSpadden, & Kathryn Stern
  2. 2. problems struggling with retail presence issues with package design and point of purchase confusion the ‘entertaining’ market is too crowded
  3. 3. objective revamp the “Savory Cheesecake”
  4. 4. objective eht pmaver ”ekaceseehC yrovaS“ give Decadence a new meaning for a new target
  5. 5. a-ha moment the kitchen is today’s man’s garage
  6. 6. the manfluencers Between 24 and 49 years old, married or single, with household incomes of over 
 $50,000 Responsible for at least half of household’s grocery shopping and meal preparation Currently believe marketers are missing the mark or altogether ignoring them as an audience survey results from Midas Media place 47% of American men in this audience
  7. 7. the manfluencers Between 24 and 49 years old, married or single, with household incomes of over 
 $50,000 Responsible for at least half of household’s grocery shopping and meal preparation Currently believe marketers are missing the mark or altogether ignoring them as an audience survey results from Midas Media place 47% of American men in this audience that’s 73 million manfluencers (and 78,000* in RVA alone) Source: Scarborough Research based on Richmond DMA
  8. 8. Meet rhett
  9. 9. ready for bed sleeps checks phone evening 
 plans ready for work commutes to work preps dinner chats with
 colleagues decides to go to the store commutes home work makes evening 
 plans afternoon break: reads online, chats morning break: reads online, chats work lunch
  10. 10. what are we to them? We know that Decadence can get friendly with crackers; but it has culinary possibilities galore.
  11. 11. what are we to them? We know that crackers; but it has culinary possibilities galore. Be the man’s cooking companion — a guide that helps him experiment and “win” in the kitchen.
  12. 12. stage 6 | use pain point: is the product versatile enough?
 feeling: encouraged rhett’s journey stage 7 | reflection pain point: was the product worth what I paid?
 feeling: sharing stage 3 | arrival at store pain point: short on time
 feeling: slightly rushed stage 5 | purchase pain point: this sounds great, 
 but will it be worth $6? 
 feeling: eager stage 2 | research" pain point: what am i going to make?
 feeling: hopeful stage 4 | finding products pain point: what’s the best cut of meat I can 
 get today? what pairs well with it?
 feeling: inquisitive stage 1 | motivation
 pain point: need to shop for the week, 
 but Ashlyn and I can never decide what to eat
 feeling: indecisive
  13. 13. adapting to the target Savory 
 Cheesecake Finishing 
 Spread New Flavors Pairs Well With Brandy Brown Sugar ! Rosemary Lemon ! Jerky Pepper Jack
  14. 14. adapting to the target Sizes 4 oz. single serve containers 8 oz. family size for all flavors Pricing $5.50 for 4 oz. $9.50 for 8 oz.
  15. 15. retail map Near Future Targets Ideal Future Targets
  16. 16. thank you

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