1. Christie, John, Mon, Riaz, Tane

2. TOPIC AREAS
1. Mission
2. Corporate Objectives
3. Marketing Audit
4. Market Overview
5. SWOT
6. Marketing Objectives and
Strategies
7. Estimate expected results
8. Budget
9. First year detailed
implementation program

3. Mission
“At Del Monte®, we are committed to making the best
nature has to offer easy to keep on hand.”
Del Monte is committed to enriching
the lives of today's families of all
shapes and sizes by providing
nourishing, healthy, great tasting,
and easy-to-use products that meet
the needs of everyone in the home,
including pets. Our commitment is
visible in every delicious food, every
convenient package, and every
innovative new idea we create.

4. Corporate Objectives
Capitalize on Del Monte's strong brands while ensuring the overall long-term health of
our categories by leveraging our deep understanding of consumer needs and strong
partnerships with our customers. Deliver against core consumer trends (including
consumers’ desire to eat more healthy foods) with a strong combination of brand
building, marketing, innovative new product development and strong retailer programs.
Del Monte plans to make accelerated investments to grow its packaged produce
platforms.

5. Marketing Audit - what our segment is
doing (internal audit about our
segment)
Del Monte wants to convey that they are patriotic and believe in good old-fashioned
American values such as family and good health. Their integration of their pet food brands
ties into their image of a family that includes pets as an important member of the
household.
• U.S. retail market generates approximately $3.6 billion in net sales in fiscal 2009
(94% of market is US)
• Their fruit and vegetable consumer food products hold the #1 position in market
share for branded canned foods
• Their tomato and broth consumer food products hold the #2 position in market
share for branded canned foods (followed by Conagra and Campbell,
respectively)
• 55% of net sales from consumer products, 45% from pet foods
• Major competitors in the consumer food space are Con Agra, General Mills,
Campbell, Red Gold, Dole and private labels
• 40% of the cost of the product is from the raw product itself, 20% from the
packaging

6. Marketing Audit
Del Monte can penetrate the target segment through:
Redemption Creativity
• Focus On Purity
Simple, fresh, high quality ingredients
• Promote Health
Make cooking at home easy
Community
• Convenient for On-The-Go Households
Smaller quantities, resealable packaging
• Sustainably Sourced
Local and organic when possible

7. MARKET OVERVIEW
Market Demographic:
• Geographics: Urban Americans
• Demographics:
o Equal ratio between male and female
o Professional
o Aged 21-40
Market Needs
• Quality mixed with affordability
• Transparency into where food products are sourced and grown
• Simplicity in ingredients in food products
• Smaller and individualized package sizes
Trends
• Distinguishes companies and products on the basis of societal
and environmental impact
• Segment currently has needs met through speciality products,
fresh foods and specialty stores such as Whole Foods
• Packaging are looking more simplicity and cleanness

8. SWOT ANALYSIS
Strengths
•Market leader in providing quality and convenient
canned products at affordable prices
•Developed and sophisticated infrastructure
•Strong consumer relationships
•Significant market influence to reach new customers
and attract additional market share
Weaknesses
•Brands appeal to a large and generic consumer base.
•Urban and sophisticated demographic untouched in
terms of market penetration.
•Products do not currently appeal to the target market
• target demographic avoids Del Monte products
because of a perception that canned foods are less
healthy and taste worse than other products

9. SWOT ANALYSIS
Opportunities
•The target segments wants simplicity and transparency
•Ingredients must be fresh and pure
•Smaller can sizes are attractive because they help
eliminate waste and to provide options in terms of ease of
transport
•Attracting an influential market with social status
effectively positions Del Monte as an influential innovator
•Gaining the support of the influencers market helps gain
additional market share of early majority adopters
Threats
•Perceived lack of quality, freshness and sophistication
•ConAgra Foods holds a majority of the market
•pre-prepared meals and snacks are competitors core
differentiator
•General mills & cambell foods
•Mature market & aggressive competitive space

10. STRATEGY ASSUMPTIONS
Del Monte can penetrate the target segment through:
Redemption Creativity
• Focus On Purity
Simple, fresh, high quality ingredients
• Promote Health
Make cooking at home easy
Community
• Convenient for On-The-Go Households
Smaller quantities, resealable packaging
• Sustainably Sourced
Local and organic when possible

11. STRATEGIES: POSITIONING STATEMENT
Just exists to provide urban professionals with real and convenient foods. In doing
so, it delivers creativity, redemption and community. Towards that end it
offers fresh tasting and healthy foods that show simplicity in ingredients.

12. BUDGET
Total marketing budget: $3 million
• $1 million to launch the Just product line
with 10 new products through in-store
direct marketing, the website, recipe
sharing and the Just Club
• $1 million to advertising through in-city
advertising placement, television and print
• $1 million in product placement and
charity campaign (canned food drive –
clean out your pantry and replace it with
our new product)

13. First Year Implementation
Redemption Redemption Redemption
Community Community
Creativity
1 2 3 4
1. Refine products, brand, 2. Introduce the brand with 3. Introduce on­line com­ 4. Begin public relations
packaging, messaging, direct marketing in farmers munity recipe service and efforts using product place­
website markets, stores and indirect charity campaign through ment on television and
marketing through in­city in­city advertising, social movies. Launch Just Club
advertising media and point of
purchase
“Simple, healthy, fresh” “Share, trade , entertain” “Create, cook, hands­on”

14. First Year Implementation
1. Refine products, brand, 2. Introduce the brand with 3. Introduce on­line com­ 4. Begin public relations
packaging, messaging, direct marketing in farmers munity recipe service and efforts using product place­
website markets, stores and indirect charity campaign through ment on television and
marketing through in­city in­city advertising, social movies. Launch Just Club
advertising media and point of
purchase
“Simple, healthy, fresh” “Share, trade, entertain” “Create, cook, hands­on”
1 2 3 4
Redemption Redemption Redemption
Community Community
Creativity