Imc for g burger ppt

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Imc for g burger ppt

  1. 1. Gardenburger <ul><li>Eat Positive </li></ul>Ronald Dews Rachel Mangione Shonda Ranson
  2. 2. Origins of Gardenburger <ul><li>Started in 1981 by Paul Wenner in Oregon </li></ul><ul><li>Gardenburger, Inc. filed for bankruptcy in 2005 </li></ul><ul><li>Became Wholesome & Hearty Foods Company in 2006 </li></ul><ul><li>Bought out by Kellogg in 2007 (who also owns competing brand Morningstar) </li></ul>
  3. 3. Analyses of current marketing plan <ul><li>Grass roots movements </li></ul><ul><li>Cultural creatives </li></ul><ul><li>Specialty foods </li></ul>
  4. 4. CEO Lyle Hubbard’s Vision <ul><li>“ Grow the meat alternative market, making the category and Gardenburger’s products, part of Mainstream America ” </li></ul>
  5. 5. Patricia Barr <ul><li>43 year old suburban mother of 3 </li></ul><ul><li>budget conscious, middle class </li></ul><ul><li>primary caregiver </li></ul><ul><li>pass-times: </li></ul><ul><ul><li>attending kids’ events </li></ul></ul><ul><ul><li>prime time television </li></ul></ul><ul><ul><li>extended family gatherings </li></ul></ul>
  6. 6. Mainstream message <ul><li>Suburban, middle-class families </li></ul><ul><li>Busy with family activities </li></ul><ul><li>Budget conscious </li></ul><ul><li>Concerned that fast meals are not healthy </li></ul><ul><li>&quot; Healthy, fast alternative without breaking the budget &quot; </li></ul>
  7. 7. IMC for mainstream <ul><li>Meat aisle slotting </li></ul><ul><ul><li>Placement and position </li></ul></ul><ul><li>Food Network </li></ul><ul><ul><li>week (Veg Week) </li></ul></ul><ul><ul><li>Branding, advertising, PR </li></ul></ul><ul><ul><li>Food Network Commercials </li></ul></ul><ul><li>Gardenburger prize giveaway must register online </li></ul><ul><ul><li>CRM, Promotion, Advertising </li></ul></ul><ul><li>Creative recipe contest </li></ul><ul><ul><li>Coupons, direct mail, web adverts </li></ul></ul><ul><ul><li>CRM, Promotion, Advertising </li></ul></ul><ul><li>PSA on cost reduction </li></ul><ul><ul><li>Production and will run for free in PSA slots </li></ul></ul><ul><ul><li>Position, PR </li></ul></ul><ul><li>Frozen meals on the go </li></ul><ul><ul><li>New packaging </li></ul></ul><ul><li>package, placement, position </li></ul>
  8. 8. <ul><li>Ron’s PSA to be embedded here </li></ul>
  9. 9. Kaylee Reyes <ul><li>20 year old college student </li></ul><ul><li>limited budget </li></ul><ul><li>involved in campus civic club </li></ul><ul><li>pass-times: </li></ul><ul><ul><li>hanging out with friends </li></ul></ul><ul><ul><li>going to movies </li></ul></ul><ul><ul><li>recreational volleyball </li></ul></ul>
  10. 10. Alternative message <ul><li>Vegetarian </li></ul><ul><li>Late teen to 20-something </li></ul><ul><li>College student, low-budget </li></ul><ul><li>Political, civic, cause-oriented </li></ul><ul><li>Tech-savvy </li></ul><ul><li>“ Eat Positive -- even on a student’s salary” </li></ul>
  11. 11. IMC for alternative <ul><li>Partnership with SoBe or Life Water </li></ul><ul><ul><li>New packaging, but shared cost, + promotion on their packaging promotion, limited run </li></ul></ul><ul><li>University Promo </li></ul><ul><ul><li>Care packages from parents </li></ul></ul><ul><ul><li>Orientation gift promotion, position, </li></ul></ul><ul><li>GBR Phone App </li></ul><ul><ul><li>Online or download the app to find the nearest Gardenburger seller near current position </li></ul></ul><ul><ul><ul><li>position, placement </li></ul></ul></ul>
  12. 12. Budget Considerations <ul><li>Last known earnings for Gardenburger in 2005 was $46.1 million </li></ul><ul><li>Kellogg netted over $1 billion in 2007 4Q </li></ul><ul><li>Kellogg budgets 18% upfront for marketing costs </li></ul><ul><li>Proposed plan is only 2% of Gardenburger’s 2005 earnings </li></ul>
  13. 13. Mainstream IMC Alternative IMC
  14. 15. Summary <ul><li>Two strategic markets: alternative & mainstream </li></ul><ul><li>Alternative Message </li></ul><ul><ul><li>Eat Positive -- even on a college student’s salary </li></ul></ul><ul><li>Mainstream Message </li></ul><ul><ul><li>Healthy, fast alternative without breaking the budget </li></ul></ul><ul><li>Budget Considerations </li></ul>
  15. 16. Thank you

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