Blake's All Natural Foods 2012 marketing plan aims to increase brand awareness and drive trial through a warm, natural tone. Preliminary research identified two key target audiences: empty nesters aged 55-64 who grew up eating pot pies, and younger, health-conscious "Lohas Dudes". The plan proposes a 3-pronged media relations campaign, PR video, social media promotion, product sampling at events, and introducing a new "pot pie pockets" product to appeal to younger audiences. The budget is $15,060 to execute these initiatives from January 2013 to November 2013.
This document provides a social media strategy for Blue Apron to promote its commitment to being eco-friendly and reducing waste. It includes:
- An audit finding Blue Apron lacks engagement and fails to address complaints on social media.
- Goals to increase followers on Twitter, YouTube and Pinterest by 20% by promoting its green initiatives.
- Two proposed contests on social media channels - a recycled art contest and recycled blogger contest - to educate audiences about recycling packaging in NYC.
- Plans to monitor engagement using tools like Hootsuite and measure awareness of its "Be Green, Be Blue" campaign via pre-and post-campaign surveys.
Talking about sustainability dimensions we need to be conscious of in approaching sustainability within the food sector, how Givaudan approach this and the various programs of work we have underway to deliver natural solutions in a sustainable way.
Natural flavours and sustainability - a perspective from Givaudan, APACGivaudan
Sustainability grounds everything we do. As the world’s largest buyer of raw materials in the industry, we also want to work towards the broader benefit of the planet. We source materials in ways that preserve our environment, stimulate the development and well-being of communities and safeguard the efficient use of precious resources.
In June 2018 in Amsterdam, Givaudan was again participating at the Sustainable Foods Summit. Learn more about the event here: http://fal.cn/qv28 or watch our naturals movie https://www.youtube.com/watch?v=NxapDgl286M #yournaturalpartner #asenseoftomorrow
EIT Food Government Executive Academy, Sustainability & Plant AttitudeGivaudan
In November 2018 our speakers, Geraldine and Thomas, talked about sustainability and plant protein at the EIT Food Government Executive Academy in Warsaw, Poland.
This document summarizes a presentation by Kerry, a company that provides taste and nutrition solutions. It discusses trends in snacking, such as increased snacking frequency and millennials driving category growth. Healthier snacks are in demand, with consumers looking for natural, better-for-you options. Stealth reduction and alternative ingredients are areas of interest. The presentation provides concept examples for buttered popcorn and black bean sticks and recommends being nimble, tailoring products, focusing on clean labels and taste.
This document outlines sustainability goals and strategic plans for a five year period across four key areas: Environment, Marketplace, Workplace, and Community. Specific goals are defined for reducing greenhouse gas emissions, water and waste usage, improving nutrition and quality, responsible sourcing, health and safety, diversity, and community investment. The goals indicate the company's commitment to environmental stewardship, social responsibility, and economic viability during this time frame.
Plant Attitude, forget the meat! Sustainable Foods Summit 2019 AmsterdamGivaudan
In a world with a growing population, scarce resources, and strong effects from climate change, there is an increasing focus on plant-based proteins. Givaudan’s mission is to bridge the gap between animal and plant protein by providing flavours with a real meaty taste.
This document provides a social media strategy for Blue Apron to promote its commitment to being eco-friendly and reducing waste. It includes:
- An audit finding Blue Apron lacks engagement and fails to address complaints on social media.
- Goals to increase followers on Twitter, YouTube and Pinterest by 20% by promoting its green initiatives.
- Two proposed contests on social media channels - a recycled art contest and recycled blogger contest - to educate audiences about recycling packaging in NYC.
- Plans to monitor engagement using tools like Hootsuite and measure awareness of its "Be Green, Be Blue" campaign via pre-and post-campaign surveys.
Talking about sustainability dimensions we need to be conscious of in approaching sustainability within the food sector, how Givaudan approach this and the various programs of work we have underway to deliver natural solutions in a sustainable way.
Natural flavours and sustainability - a perspective from Givaudan, APACGivaudan
Sustainability grounds everything we do. As the world’s largest buyer of raw materials in the industry, we also want to work towards the broader benefit of the planet. We source materials in ways that preserve our environment, stimulate the development and well-being of communities and safeguard the efficient use of precious resources.
In June 2018 in Amsterdam, Givaudan was again participating at the Sustainable Foods Summit. Learn more about the event here: http://fal.cn/qv28 or watch our naturals movie https://www.youtube.com/watch?v=NxapDgl286M #yournaturalpartner #asenseoftomorrow
EIT Food Government Executive Academy, Sustainability & Plant AttitudeGivaudan
In November 2018 our speakers, Geraldine and Thomas, talked about sustainability and plant protein at the EIT Food Government Executive Academy in Warsaw, Poland.
This document summarizes a presentation by Kerry, a company that provides taste and nutrition solutions. It discusses trends in snacking, such as increased snacking frequency and millennials driving category growth. Healthier snacks are in demand, with consumers looking for natural, better-for-you options. Stealth reduction and alternative ingredients are areas of interest. The presentation provides concept examples for buttered popcorn and black bean sticks and recommends being nimble, tailoring products, focusing on clean labels and taste.
This document outlines sustainability goals and strategic plans for a five year period across four key areas: Environment, Marketplace, Workplace, and Community. Specific goals are defined for reducing greenhouse gas emissions, water and waste usage, improving nutrition and quality, responsible sourcing, health and safety, diversity, and community investment. The goals indicate the company's commitment to environmental stewardship, social responsibility, and economic viability during this time frame.
Plant Attitude, forget the meat! Sustainable Foods Summit 2019 AmsterdamGivaudan
In a world with a growing population, scarce resources, and strong effects from climate change, there is an increasing focus on plant-based proteins. Givaudan’s mission is to bridge the gap between animal and plant protein by providing flavours with a real meaty taste.
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
For 2009, Pavone creating a food trends presentation based on research we conducted with our contacts throughout the industry. This is that specific presentation. If you are interested in seeing our 2010 Food Trends presentation, please contact us.
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Amanda Cermak
I am happy to be able to share this wonderful piece of work that my team members and I diligently worked on for the past 8 months. Last Sunday, April 23rd, my fellow speakers and I presented our "Fortunately Different" advertising campaign in New York City, where we received 3rd place in our district. A special thanks to our wonderful designers, who helped us earn amazing scores on the book component of our presentation. I am overjoyed to have had such a positive experience with this hard working group of people. You all made my job as Consumer Research Chair easy and enjoyable!
The document presents a marketing plan for "Break-Fast Booster", an instant cake mix product that provides a nutritious breakfast option for children. It aims to benefit customers by providing healthy and organic cake options. The plan discusses the product, mission, values, goals, competitors, target customers, distribution channels, pricing strategy, and marketing objectives and tools. The key points are providing a nutritious yet tasty breakfast for children through an instant cake mix, targeting mothers as buyers, and using an integrated marketing communications approach including advertising, events, and social media to build brand recall and boost sales.
This document provides an executive summary and business plan overview for Peace of Cake, an organic cupcake company. The company aims to provide healthy, organic cupcake options while also giving back through providing seeds to customers and donating profits to conservation. Key goals include achieving high customer satisfaction, 10% of the local cupcake market within 3 years, and participating in bridal trade shows for sales. The business will be owned and operated by Rachel LaBarbera and located in Southbury, CT. The plan outlines the company, market analysis, management, financial projections, and appendix.
Launch your next campaign, your next engagement, your next go-to-market strategy by connecting with one of the world’s largest active lifestyle participant networks.
A complete digital marketing strategy presentation for Whole Foods Market UKKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Jan '24), worked for three months and presented a complete digital & social media marketing strategy for the Whole Foods Market UK.
This document provides a summary of trends in the bread and bakery category. It covers topics like health and wellness trends focusing on heritage grains, the growth of private label and convenience products, opportunities to leverage nostalgia and comfort foods, and the potential of emerging markets. Western bread and bakery brands looking to expand into emerging markets will need to localize their products and market effectively to overcome cultural barriers. Overall the report analyzes opportunities, weaknesses, strengths and threats across various segments in the evolving bread and bakery industry landscape.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
1) The document discusses an innovative food company called &samhoud food that develops vegetable-based products to inspire people to eat more vegetables.
2) Their purpose is to build a brighter future by increasing vegetable consumption. They have developed various meat replacement products and meals that are healthy, sustainable, delicious, and surprising.
3) Having a clear purpose drives their innovation and connects their work. Their purpose inspires customers and challenges preconceptions about vegetable-based foods. Within three years of operations, they have established over 2500 points of sale across five countries.
The document discusses a smart recipe book tablet that aims to encourage purchasing locally grown produce. It would contain recipes using local ingredients, allow users to post their own recipes, and connect farmers with users to buy and sell produce. A prototype of the product including a website and social media presence is envisioned to help promote local agriculture.
Many businesses, institutions and food pantries are striving to offer healthy, local, and sustainable food choices, but how can we encourage and excite eaters to make the healthy choice?
This webinar explores the role of promotion in healthy food choices, offer simple best practices and provide examples of promotion of in school, hospital, retail, and food pantry settings. Participants will learn about key concepts in healthy food promotion and gain some innovative ideas and resources they can use to engage and excite eaters in any setting.
Join Ecology Center, Groundwork Center for Resilient Communities, and Taste the Local Difference as we explore ways to promote healthy, local, and sustainable food efforts at your business, school, hospital, or food pantry!
The potato product market is growing, with crisps and chilled potatoes growing the fastest. Innovation opportunities for potatoes focus on convenience, carb alternatives, healthy snacking, premium offerings, shareable products, exciting flavors and formats, and continental cuisines. As major supermarkets rationalize ranges to compete with discounters, new potato products must stand out to consumers and meet important needs to gain shelf space. Recent innovations emphasize convenience, portion-controlled healthy meals and snacks, and premium flavors.
This report analyzes the marketing environment and constructs a customer profile for Tully B's, an Irish artisan food business. Tully B's aims to introduce new organic products to Ireland. Their sauces are handmade using fresh Irish ingredients. The target market is likely middle-income individuals aged 25-50 in larger cities who value healthy, organic lifestyles and supporting Irish businesses. Promotion should occur in spring and emphasize sampling to build familiarity. Customers seek flavors for home cooking and to share Tully B's message of health. Usage is higher in summer and one bottle lasts a family two weeks.
As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
The document provides an overview of the Bai 5 marketing campaign developed by the agency HiDefinition. Bai 5 is a low-calorie, antioxidant-rich drink made from coffee fruit. HiDefinition's campaign strategy is to position Bai 5 as a guilt-free indulgence that supports an active, healthy lifestyle. The campaign's big idea is "Indulge Your Health". The creative strategy depicts women engaging in healthy activities to show how Bai 5 fits into their lifestyle. The ads promote Bai 5's health benefits and natural ingredients using green colors and the tagline "Indulge Your Health".
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Founded in 1866, Nestlé has a long history and now has three ambitions for 2030 related to sustainability. It produces many well-known products globally and regionally like Nescafé, KitKat, Nido, Maggi, and pet food. Nestlé faces challenges in meeting changing consumer demands around health, e-commerce, and clean labels. However, through innovation and portfolio management, Nestlé aims to be the leader in nutrition, health, and wellness.
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Nestlé was founded in 1866 and has since grown significantly, developing important brands like Nescafé, KitKat, Nido, and Maggi over the decades. It faces challenges in meeting changing consumer demands around health, sustainability, and e-commerce while also dealing with controversies. However, Nestlé exerts great efforts to be the leader in nutrition by producing better quality products and satisfying consumers.
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
For 2009, Pavone creating a food trends presentation based on research we conducted with our contacts throughout the industry. This is that specific presentation. If you are interested in seeing our 2010 Food Trends presentation, please contact us.
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Amanda Cermak
I am happy to be able to share this wonderful piece of work that my team members and I diligently worked on for the past 8 months. Last Sunday, April 23rd, my fellow speakers and I presented our "Fortunately Different" advertising campaign in New York City, where we received 3rd place in our district. A special thanks to our wonderful designers, who helped us earn amazing scores on the book component of our presentation. I am overjoyed to have had such a positive experience with this hard working group of people. You all made my job as Consumer Research Chair easy and enjoyable!
The document presents a marketing plan for "Break-Fast Booster", an instant cake mix product that provides a nutritious breakfast option for children. It aims to benefit customers by providing healthy and organic cake options. The plan discusses the product, mission, values, goals, competitors, target customers, distribution channels, pricing strategy, and marketing objectives and tools. The key points are providing a nutritious yet tasty breakfast for children through an instant cake mix, targeting mothers as buyers, and using an integrated marketing communications approach including advertising, events, and social media to build brand recall and boost sales.
This document provides an executive summary and business plan overview for Peace of Cake, an organic cupcake company. The company aims to provide healthy, organic cupcake options while also giving back through providing seeds to customers and donating profits to conservation. Key goals include achieving high customer satisfaction, 10% of the local cupcake market within 3 years, and participating in bridal trade shows for sales. The business will be owned and operated by Rachel LaBarbera and located in Southbury, CT. The plan outlines the company, market analysis, management, financial projections, and appendix.
Launch your next campaign, your next engagement, your next go-to-market strategy by connecting with one of the world’s largest active lifestyle participant networks.
A complete digital marketing strategy presentation for Whole Foods Market UKKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Jan '24), worked for three months and presented a complete digital & social media marketing strategy for the Whole Foods Market UK.
This document provides a summary of trends in the bread and bakery category. It covers topics like health and wellness trends focusing on heritage grains, the growth of private label and convenience products, opportunities to leverage nostalgia and comfort foods, and the potential of emerging markets. Western bread and bakery brands looking to expand into emerging markets will need to localize their products and market effectively to overcome cultural barriers. Overall the report analyzes opportunities, weaknesses, strengths and threats across various segments in the evolving bread and bakery industry landscape.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
1) The document discusses an innovative food company called &samhoud food that develops vegetable-based products to inspire people to eat more vegetables.
2) Their purpose is to build a brighter future by increasing vegetable consumption. They have developed various meat replacement products and meals that are healthy, sustainable, delicious, and surprising.
3) Having a clear purpose drives their innovation and connects their work. Their purpose inspires customers and challenges preconceptions about vegetable-based foods. Within three years of operations, they have established over 2500 points of sale across five countries.
The document discusses a smart recipe book tablet that aims to encourage purchasing locally grown produce. It would contain recipes using local ingredients, allow users to post their own recipes, and connect farmers with users to buy and sell produce. A prototype of the product including a website and social media presence is envisioned to help promote local agriculture.
Many businesses, institutions and food pantries are striving to offer healthy, local, and sustainable food choices, but how can we encourage and excite eaters to make the healthy choice?
This webinar explores the role of promotion in healthy food choices, offer simple best practices and provide examples of promotion of in school, hospital, retail, and food pantry settings. Participants will learn about key concepts in healthy food promotion and gain some innovative ideas and resources they can use to engage and excite eaters in any setting.
Join Ecology Center, Groundwork Center for Resilient Communities, and Taste the Local Difference as we explore ways to promote healthy, local, and sustainable food efforts at your business, school, hospital, or food pantry!
The potato product market is growing, with crisps and chilled potatoes growing the fastest. Innovation opportunities for potatoes focus on convenience, carb alternatives, healthy snacking, premium offerings, shareable products, exciting flavors and formats, and continental cuisines. As major supermarkets rationalize ranges to compete with discounters, new potato products must stand out to consumers and meet important needs to gain shelf space. Recent innovations emphasize convenience, portion-controlled healthy meals and snacks, and premium flavors.
This report analyzes the marketing environment and constructs a customer profile for Tully B's, an Irish artisan food business. Tully B's aims to introduce new organic products to Ireland. Their sauces are handmade using fresh Irish ingredients. The target market is likely middle-income individuals aged 25-50 in larger cities who value healthy, organic lifestyles and supporting Irish businesses. Promotion should occur in spring and emphasize sampling to build familiarity. Customers seek flavors for home cooking and to share Tully B's message of health. Usage is higher in summer and one bottle lasts a family two weeks.
As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
The document provides an overview of the Bai 5 marketing campaign developed by the agency HiDefinition. Bai 5 is a low-calorie, antioxidant-rich drink made from coffee fruit. HiDefinition's campaign strategy is to position Bai 5 as a guilt-free indulgence that supports an active, healthy lifestyle. The campaign's big idea is "Indulge Your Health". The creative strategy depicts women engaging in healthy activities to show how Bai 5 fits into their lifestyle. The ads promote Bai 5's health benefits and natural ingredients using green colors and the tagline "Indulge Your Health".
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Founded in 1866, Nestlé has a long history and now has three ambitions for 2030 related to sustainability. It produces many well-known products globally and regionally like Nescafé, KitKat, Nido, Maggi, and pet food. Nestlé faces challenges in meeting changing consumer demands around health, e-commerce, and clean labels. However, through innovation and portfolio management, Nestlé aims to be the leader in nutrition, health, and wellness.
Nestlé is the world's largest food and beverage company present in 189 countries. It has over 2000 brands and its purpose is to enhance quality of life and contribute to a healthier future. Nestlé was founded in 1866 and has since grown significantly, developing important brands like Nescafé, KitKat, Nido, and Maggi over the decades. It faces challenges in meeting changing consumer demands around health, sustainability, and e-commerce while also dealing with controversies. However, Nestlé exerts great efforts to be the leader in nutrition by producing better quality products and satisfying consumers.
Marketing plan for Kellogg's new muesli productMuhammad Danish
Marketing plan voluntarily made for Kellogg's company, in response to declining sales of popular ''Corn Flakes'' due to rising health trend in the Netherlands.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
6. 6Blake’s All Natural
Swot Analysis
preliminary research
trengths
#3 in category, at 42% ACV
Certified organic product line
OEM partnership with MB
Voted #1 in Good Housekeeping
Dr. Oz promotion
S eaknesses
Limited factory capacity
Current media outreach
Small company size
Disconnect: organic & frozen
W pportunities
Lunch Box Program
Product extension
New Natural Line
Product extension
O hreats
Amy’s
Limited growth category
High slotting costs
Seasonality of product
T
7. 7Blake’s All Natural
Key Observations
Tastes good
Large variety
Small portions
B
Product Tasting
preliminary research
8. next, we researched
-- both quantitatively
and qualitatively --
which demographics
are actually eating
pot pies.
Preliminary
Research
9. 9Blake’s All Natural
YY
Key Stats
Out of 100% per demographic, 47% of 55 to 64-year-olds ate
frozen pot pies.
The next largest demographic was 18 to 24-year-olds at 42%
and 25 to 34-year-olds at 41%.
Smaller size households have a lesser propensity to cook
a meal from scratch, encouraging simple meal preparation
options that provide a home-cooked meal solution.
Mintel Research
preliminary research
10. 10Blake’s All Natural
Key Observations
Good slotting in freezers
Main purchasers were young
Male professionals
Whole
Foods Key Observations
Poor slotting in freezers
Section mostly skipped over
Elderly shoppers in pot pie aisle
Market
Basket
Store Visits
preliminary research
13. 13Blake’s All Natural
Empty Nester
targeting strategy
u
Seeking daily home-cooked meal, but no longer worth the work for one or two people.
Older generation parents (~55)
Retired or close to retiring
Grew up eating pot pies
Out of 100% per demographic, 47% of 55 to 64-year-olds
ate frozen pot pies.“
” Data Courtesy of Mintel
14. 14Blake’s All Natural
Lohas Dude
targeting strategy
Young Single Male Professional Lifestyle of Health and Sustainability LOHAS Dude+ =
Interested in good-for-you home-cooked meal without needing to cook.
Weekly Whole Foods visits allows him to stock up on the best.
Willing to pay the premium to consume the best quality all natural foods.
Men under 35 are least likely to cook their own meals/prepare dinner from scratch.
Second largest demographic, out of 100% per demographic, for eating frozen pot
pies was 18 to 24-year-olds at 42%, followed by 25 to 34-year-olds at 41%.
“ ”“ ”Data Courtesy of Mintel
15. while empty nesters
grew up eating
pot pies, lohas
dudes grew up with
different food
products. this opens
an opportunity for
the blake’s brand to
extend its product
offering.
Targeting
Strategy
16. 16Blake’s All Natural
The LOHAS Dude target audience
grew up eating the infamous
microwable hot pockets -- why not
let them enjoy the same concept
in a new, natural, and good-for-
you form?
These pot pockets do not require
extensive backend reconfiguration
or new supplies; the pot pockets
use all the same ingredients
as the chicken pot pie, simply
repositioned to appeal to the
LOHAS dude.
Pot Pie Pockets
targeting strategy
20. Alexia Partnership
creative executions
In order to capitalize on co-marketing
opportunities, we propose partnering
with Alexia All Natural Foods. The
company is rooted in the same all natural
mentality as Blake’s, and their products
-- such as sweet potato fries -- would be
excellent side dishes to a Blake’s pot pie.
The designed sticker to the right could
be put in Alexia and Blake’s packages
to help drive trial of both products, and
giving Blake’s further visibility through
the Alexia brand.
21. in order to increase
overall product
awareness, the
blake’s brand
should invest time
in an innovative,
3-pronged media
relations plan.
Creative
Executions
22. 22Blake’s All Natural
Modern media package for journalists
Reduced envelope for bloggers
On-site‘Blakesgiving’event for local NH media
Media Relations Plan
creative executions
3
2
1
3 prongs
K
Blakesgiving
ahead
Blakesgiving
ahead
23. 23Blake’s All Natural
Blake’s Pot Pie
Brand Book
Custom Blake’s Box
Prong 1
creative executions
3
2
1
This package will contain:
e*A media list of suggested reporters to reach out
to is available in the appendix.
24. 24Blake’s All Natural
Coupon for free product
Brand Book
Informaton on three closest locations to use coupon
Prong 2
creative executions
3
2
1
This package will contain:
z*A media list of suggested reporters to reach out
to is available in the appendix.
26. 26Blake’s All Natural
Prong 3
creative executions
‘Blakesgiving’will be an annual event for local NH reporters and bloggers. They will
be invited for a free meal at Blake’s Turkey Farm as a special Thanksgiving event.
27. in order to provide
all reporters/
bloggers with that
warm & natural
message to return
to when they
research blake’s,
a pr video was
produced.
Creative
Executions
28. 28Blake’s All Natural
PR Video
creative executions
Check out the video by navigating to:
http://youtu.be/tz-StRFIIDg?hd=1
29. the video can also be
employed in online
efforts to increase
brand awareness
and drive social
media interest.
Creative
Executions
30. 30Blake’s All Natural
A buzzing video on YouTube
A pinned post on both Facebook pages
Many updates on Twitter
social media
creative executions
3
2
1
The PR video can be promoted via:
*A Tweet Sheet has been created for this
particular social channel. See appendix.
^
31. 31Blake’s All Natural
guerilla event map
creative executions
By attending in-person events, the Blake’s brand
can help drive awareness and drive trial in a
warm and feel-good enviroment. These events
see about 500,000 attendees. Our estimations
show that for every 2,500 pies baked, 10,000
samples will be available to serve. The overall
cost of which will be about $5,350. Some
events, as shown on the map, include:
Main Harvest Festival
Pies on Parade
Hopkinton State Fair
Hampton Beach Seafood Festival
Boston Local Food Festival
34. 34Blake’s All Natural
exact cost breakdown
budget & executions
Event Fees: $5,360
Sampling Costs: $5,250
Transportation: $750
Staff: $1,300
Connectivity: $1,200
Media Relations Packages: $1,200
z
35. Release revamped
website.
Jan. 2013
Release PR video
& begin social
media promotion.
Send tier 1 & 2
package.
April 2013
Introduce product
extension: pot pie
pockets.
Marketing at
festivals/events.
July 2013
Include coupon
in store fliers to
drive trial in slow
months.
Send Blakesgiving
invitation.
Nov. 2013
Begin executing
targeted
creatives.
Implement new
targeting strategy.
Jan. 2014
Host
Blakesgiving
event.