This document proposes repositioning the Decadence brand to target male shoppers and home cooks, referred to as "manfluencers". It identifies that 73 million American men, or 47%, fit the profile of manfluencers who are responsible for half of household grocery shopping and meal preparation. The strategy is to position Decadence savory cheesecake products as a versatile cooking companion that helps men experiment in the kitchen. Potential new flavors, sizes, and pricing are outlined, as well as targets for retail distribution.

1. decadence | Strategy
Curt Chapkowski, Keely Galgano, Kristie Jackson, Mo Lockard, Kagan McSpadden, & Kathryn Stern

2. problems
struggling with retail presence
issues with package design and point of
purchase confusion
the ‘entertaining’ market is too crowded

3. objective
revamp the
“Savory Cheesecake”

4. objective
eht pmaver
”ekaceseehC yrovaS“
give Decadence a new meaning for a new target

5. a-ha moment
the kitchen is today’s man’s garage

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. 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. Meet rhett

10. 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

11. what are we to them?
We know that Decadence can get friendly with
crackers; but it has culinary possibilities galore.

12. 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.

13. 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

14. adapting to the target
Savory
Cheesecake
Finishing
Spread
New Flavors
Pairs Well With
Brandy Brown Sugar
!
Rosemary Lemon
!
Jerky Pepper Jack

15. 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.

16. retail map
Near Future Targets
Ideal Future Targets

17. thank you