Dole Marketing Plan

Running head: TEAM ACHIEVERS MARKETING PLAN 1

Marketing Plan
Dole Veggie Cups
Greens on the Go
July 24, 2011

TEAM ACHIEVERS MARKETING PLAN 2

Table of Contents

Introduction

A. Executive Summary......................................................................................................3
B. Purpose and Market Opportunities...............................................................................4
C. Project Scope.................................................................................................................5
D. Specific Marketing Objectives......................................................................................5

Environmental Analysis

A. Dole External Marketing Environment.........................................................................6
B. Dole Competitive Environment....................................................................................8
C. SWOTT Analysis.........................................................................................................11
D. Market Trends..............................................................................................................12
E. Market Research..........................................................................................................14

Fundamental Marketing Strategies

A. Fundamental Greens on the Go Marketing Strategies.................................................18
B. Marketing Strategies by Market...................................................................................20
C. Branding Strategy........................................................................................................23
D. Greens on the Go Product Life Cycle Assessment......................................................24

Tactical Marketing Mix

A. Product Details.............................................................................................................27
B. Pricing Strategy………………………………………………………………………29
C. Placement……………………………………………………………………………29
D. Promotion Plan………………………………………………………………..……..30
E. Social Sustainability: People…………………………………………………………32
F. Process……………………………………………………………………………….34

Marketing Metrics and Financials

A. Controls ……………………………………………………………………………...35
B. Estimated Sales Forecast..............................................................................................35
C. Break-even Analysis...................................................................................................36
D. Market Share and Penetration......................................................................................36
E. Marketing Budget……………………………………………………………………37
F. Return on Marketing Investment.................................................................................37
G. Brand Equity…………………………........................................................................38


Executive Summary

Introduction

The purpose of this report is to provide information regarding the introduction of a line of on-
the-go vegetable cups,Greens on the Go, into Dole‘s domestic product lineup. Greens on the Go
are prepackaged, ready to eat and preportioned vegetables in an easy to open, biodegradable
plastic pouch placed within compostable exterior packaging. Capitalizing on the on-the-go and
use-and-toss (viz., convenience) mentalities of most Americans, the goal of Greens on the Gois
to provide healthy options for busy consumers of all ages.

Objective

The primary focus of this project is to replace the excess of empty calories in the typical
American daily diet, which is largely the result of the national overconsumption of sugary
snacks, by providing the convenient, healthy alternative of Greens on the Go.

Key Facts

Dole Food Company (Dole or ‗the company‘) is engaged in the production and marketing of
fruits and vegetables. Dole already markets a line of packaged and frozen foods. The company
operates in the US, Europe, and Asia. It is headquartered in Westlake Village, California, and
currently employs 39,100 people.

The company recorded revenues of$6.8billion during the financial year that ended in 2010
(FY2010); a decrease of 11% compared to FY2009.The operating profit of the company was
$351.7 million in FY2010, an increase of 28.1% over FY2009. The net profit was $84.1 million
in FY2010, an overall decrease of 30.5% compared to FY2009.i

Mission Statement

Shaped on a foundational value of Corporate Social Responsibility, the Dole Food Company
recognizes the link between economic growth and the well-being of society via the promotion of
products that benefit both health and the environment.ii

Corporate Social Responsibility

As the world's largest producer and marketer of high quality fresh fruits and vegetables and with
a continuously growing line of packaged and frozen foods, the Dole brand has a reputation
synonymous with high quality standards and satisfaction. Dole has earned this reputation over
the last 154 years thanks to its unwavering commitment to fulfill its customers' needs and
consumers' expectations in the critical areas of quality assurance, food safety, traceability,
environmental responsibility, and social accountability.


Marketing Approach

This project entails placing Greens on the Go inlocal supermarkets alongside our already popular
on-the-go fruit cups. Additionally, this product will also be marketed as a component of healthy
meals or stand-alone snacks promoted to corporations as a part of school lunches, airplane meals,
ready-to-eat meals, and as included in hospital meal trays.

Summation

The project will culminate in the successful launch of Greens on the Go, a means of furthering
Dole‘s commitment to fulfilling customers' needs and expectations in the critical areas of quality
assurance, food safety, traceability, environmental responsibility, and social accountability.
Finally,Greens on the Go reinforces Dole‘s commitment to incorporating healthy eating habits
into the American diet.

Purpose and Market Opportunities

It is well documented that the average child should only take in the equivalent of 100 calories
from sugar each day; however the reality is that the average intake is closer to 500 calories per
day. Lacking convenient and healthy alternatives, the average American parent is pressured to
rely on prepackaged sugar-laden snacks.iii

The Dole Food Company believes no one should miss out on good nutrition simply because they
donot have time to prepare a healthier snack. Our company already provides on-the-go fruit cups
and plans to expand this line into Greens on the Go, vegetable cups for customers-on-the-go. We
recognize that canned vegetables are available off the shelf, but these are neither visually
appealing norpackaged environmentally responsibly and lack the convenience of easy
transportability.

Greens on the Go are packaged,pre-cut vegetables in an easy to open container. The vegetables
are held in a biodegradable plastic cupcontained within compostable exterior packaging. This
pack is easily transportable for school lunch, afternoon snack, a weekend hike, or even served at
dinner time. The product can be served at room temperature, chilled, or heated.

Greens on the Go is a viable option for every member of the family. Many young children enter
a stage in which they become ―picky eaters.‖ Rather than offering quick and easy foods like
crackers and cookies, the Dole Food Company would like to see parents offer a cup of Greens on
the Go. The product bridges the vegetable gap seen in so many households and will assist parents
in achieving the ―5-a-day‖ fruits and vegetables mission as set forth by the U.S. Federal
Government.

The product is good for Moms and Dads, too, as it offers an easy method forincluding healthy
eating habits into their daily lives. In addition to providing essential vitamins and fiber, this


product will also assist people who experience digestive distress, difficulties chewing or
swallowing, and/or have poor immune systems.

The Greens on the Go product line will offer multiple vegetable options and be available at local
supermarkets residing alongside our on-the-go fruit cups. As the product value will be average-
good (i.e., low price, medium quality) and the targeted audience will be wide, this product will
also be featured in highly visible yet commonly accessible places (e.g., school lunches, airplane
meals, and hospital meal trays).iv

ProjectScope

The Achievers Marketing Team (‗Achievers‘) proposes this new platform for on-the-go
vegetable product launches for Dole Fresh Vegetables, a division of Dole Food Company, Inc.
We propose a family line of products, built over time, starting with the bio-packed, Greens on
the Go vegetable cups, which will initially be marketed to toddlers and school-aged children and
then later expanded to target other consumer segments.

It is no longer possible to dominate large markets by developing and mass producing one product
at a time; good product development means developing a family line, or platform, of products.
Dole‘s strong brand name and brand community gives the company a significant competitive
advantage in launching a new product platform. Dole is already currently well positioned with
adult consumers from having offered a variety of canned and packaged, quick and easy lines of
fresh fruit and vegetable products.

Achievers believes that by offering this new platform of products targeted toward children, Dole
will continue to reinvent the way Americans include fresh, prepackaged vegetables as a
foundation for their meals. By making vegetables more attractive and engaging for kids to eat,
and easier for parents to serve, we believe consumers will readily expand their palates and try
these new on-the-go vegetable products.v

SpecificMarketing Objectives

Successfully launch a convenient, healthful vegetables snack that incorporatessustainable
principles
Create recyclable and compostable packaging and utilize sustainable ink
Market Greens on the Go with fun and entertaining Vita-Men charactersas a promotional
tool
Make Dole Veggie Cups the preferred brand of healthy snacks for all ages and genders
Strengthen existing customer relationships by offering Veggie Cups as a new healthy
product choice
Inform target audience(s) about sustainable features and health benefits of the product
Offer product at a similar pricing structure as that of the existing fruit cups product
Advertise in children‘s and women‘s magazines


Distribute product samples at school functions (e.g. soccer games, football games, and
field days)
Distribute product samples at high traffic places/events (e.g. street fairs, charity races,
parks)
Maintain a positive, steady sales growth each quarter'

In light of the current food market climate and the globesity pandemic, it would, hopefully, seem
apparent how most advantageous it would be for the Dole Food Company to move forward with
the research and developmentof the Greens on the Go product line.

Dole External Marketing Environment

Economic Forces

Dole Food Company, Inc. recognizes the potential impact of the following economic forces:

Excess supplies often cause severe price competition in our industry
Competition between food retailers
Growing and weather conditions impact supply, quality and market prices of products
Fresh produce is highly perishable
Public perceptions regarding the quality, safety or health risks associated with particular
food products could reduce demand and prices for products
Increases in commodity or raw product costs, such as fuel, paper, plastics and resins,
could adversely affect operating results

Political Forces

Dole Food Company, Inc. recognizes the potential impact of the following political forces:

Food additives, chemicals, and product safety
Public demand for natural, chemical free or genetically altered products
The obesity epidemic and fast food mentality
The unintentional effects of pesticides on foods and consumers
Transparency in food labeling
Environmental impact of production and products

Legal and Regulatory Forces

Environmental laws and regulations that impact all agricultural operations, including Dole Food
Company, Inc.:

The Food Quality Protection Act of 1996
The Clean Air Act


The Clean Water Act
The Resource Conservation and Recovery Act
The Federal Insecticide, Fungicide and Rodenticide Act
The Comprehensive Environmental Response, Compensation and Liability Act

Past legal cases involving Dole Food Company, Inc. are largely associated with the agricultural
chemical DBCP (1, 2-dibromo-3-chloropropane). As a result, Dole halted all purchases of
DBCP for use in its domestic and foreign operations when the U.S. Environmental Protection
Agency (EPA) cancelled the registration of DBCP for use in the United States in 1979.vi

In 2007, Dole Foods, Inc. issued a nationwide Dole salad recall in the United States after bags of
Dole‘s Hearts Delight salad mix were found contaminated with E. coli bacteria, which could
cause severe illnessvii. Dole now utilizes tracking technology tools that make it possible to
pinpoint the location of problems and prevent them from entering the food supply.

In 2008, the European Commission (EC) fined banana companies for violations of the European
competition antitrust laws and imposed a fine of €45.6 million on Dole Food Company, Inc.viii

Dole Food Company, Inc. responds to legal challenges as opportunities to advance our
commitment to promote corporate ideals centered on the following key principles:

Provide a workplace that treats employees with openness, candor and respect
Incorporate responsible practices that respect the environment, use new technologies and
abide by international environmental standards
Facilitate economic, health, social and educational advancement in local communities
Support independent certification of our operations worldwide, as a way to demonstrate
that our programs and policies comply with internationally-recognized quality,
environmental and labor standardsix

Domestic statutory standards that impact all agricultural operations including Dole Food
Company, Inc. are enforced by:

The U.S. Food and Drug Administration- responsible for food safety, labeling,
manufacturing
The U.S. Department of Agriculture (USDA)-facilitates domestic and international
marketing of U.S. agricultural products and ensures the health and care of animals and
plants
The U.S. EPA- Protecting human health, safeguarding the natural environment

Effect on Dole Food Company, Inc. capital expenditures, earnings and competitive position:

Costs of compliance with domestic statutory standards are not expected to have a
material effect on capital expenditures, earnings or competitive position.


Costs of compliance with environmental laws and regulations will not be material due to
the ongoing evolution and increasingly strict enforcement of environmental laws and
enforcement policies.

Technological Forces

Technological advances influence marketing behaviors. For example Dole Food Company Inc.
decided to incorporate TRUETRAC into its business practices. TRUETRAC technology tracks
food from field to table, which is made possible through tiny high-tech labels, software programs
and hand-held hardware gear. Tracking technology tools make it possible to pinpoint the location
of problems, such as a leaky fertilizer bin, an unexpected pathogen in the water, or unwashed
hands on a factory floor, that allows Dole to quickly halt the spread of contaminated food into
the domestic food supply. Recognizing that a product recall can bring any company to its knees,
the Dole Food Company Inc. strives to protect both brand image and public safety by utilizing
technology such as TRUETRACx.

Socio-cultural Forces

Dole Food Company has attracted customers from the macro culture level due to increased
concern for global environmental health, as well as from the micro culture level where all
consumers are increasingly aware of the connection between their food choices and their
personal health. To this end we source, harvest, cool, distribute and market more than 20
different types of fresh-cut vegetables, including iceberg lettuce, red and green leaf lettuce,
romaine lettuce, butter lettuce, celery, cauliflower, broccoli, carrots, brussels sprouts, green
onions, asparagus, snow peas and artichokes. Products are grown by independent farmers under
multi-year contracts with harvesting primarily provided by Dole. Many of our fresh-packed
vegetables are packaged in the field reducing handling and increasing product quality.xi

Dole Competitive Environment

Competitor Strengths

―Kids should consume between one and two cups of vegetables per
day, depending upon their age and gender,‖ reports Dr. Mary L. Gavin,
the medical editor of KidsHealth. ―Getting your child to eat those
vegetables can seem nearly impossible, but you can make it easier for
you and more palatable for your child with some easy vegetable
snacks.‖xii

In assessing the current market for prepackaged, convenient, healthful
vegetable snacks for kids, brands with packaged baby carrots are the
only competition. Currently a $1 billion dollar business in the U.S.
Bolthouse Farms and Grimmway Farms are the world's two largest


growers, processors and shippers of baby-cut carrots.xiii Dole
currently offers the Mini Cut Carrot package.

Grimmway Farms has been recognized for boosting the sales of
the baby carrots by positioning it as a healthful snack and
packaging it in ways that make it easy to put in kids' sack lunches
This proposed look for
and serve on airplanes. Today, baby carrots account for about baby carrots packaged
70% of carrot sales at Grimmway. Its baby carrot products include in Doritos-like bags and
snack-size packs, carrot stixx, crinkle cut coins, and carrot sold in vending
dippers.xivGrimmway Carrot Dippers™ are packaged, peeled baby machines is part of a
carrots with low-fat ranch dressing in a cup. They are sold in new marketing
single 2.25 oz. packs and three packs.xv Grimmway also offers the campaign that takes
aim at the junk food
widely marketed organic brand of baby carrots called Bunny Luv.
business.
BunyLuv organic baby carrots are sold in 1 lb., 2 lb., and 4/3 oz.
four-packs. Bunny Luv organic carrot chips are sold in 10 oz. and
1 lb. cellophane bags.

Bolthouse Farms is the premium producer of the Earthbound Farm®
carrots, the largest organic baby carrot brand. The organic carrots are
100% organic certified by C.C.O.F., an accredited USDA National
Organic Program third party certifier.xviBolthouse also recently
announced that the American Heart Association has certified its baby
carrots, so the packages may display the heart-check mark on each
Grimmway label. The heart-check mark indicates products that meet the
Carrot nutritional standards the American Heart Association sets for foods
Dippers™ and beverages.xvii The heart-check label is an attractive purchase point
to consumers who know its significance. However, Bolthouse Farms
does not produce other vegetables besides carrots, so the threat of the company entering the
market with other packaged, snack-size vegetables is negligible.

Competitor Weaknesses

The USDA, ChooseMyPlate.gov, dietary fact sheet suggests that kids combine vegetable
servings in a meal or snack. Currently there are no prepackaged fresh, mixed vegetable snacks
for kids. Dole‘s Greens-on-the-go will be the first brand name, prepackaged, fresh mixed-
vegetable offering.

Future Threats

According to USA Today, Bolthouse Farms and a group of 50 other producers will unveil a
sophisticated media campaign designed to market carrots to kids by branding them as junk food.
The $25 million campaign is taking on the $18 billion salty snack food industry by trying to beat


it at its own kid-flashy marketing game. This campaign will include repackaging carrots for
school vending machines in bags that resemble Doritos.xviii Dole Greensonthego may lose out on
brand recognition, and market share, for packaged snack vegetables if these producers fill
schools with their products.

Grimmway Farms produces a variety of other organic vegetables besides carrots, labeled Cal-
Organic. It‘s possible that the company could enter the market with a competing packaged,
snack-size vegetable offering.

Freeze-dried vegetables may also present future competition for
fresh, snack-packaged vegetables. Freeze-dried snacks are gaining
in popularity because they are easily portable and flavorful.
Freeze-dried peas and corn are often available in the natural foods
sections of grocery stores. Proposals for future offerings include
freeze-dried peppers, tomatoes, and carrots. The attraction of
freeze-dried veggies to parents as a snack for kids is that one
ounce equals a full serving of vegetables, so if one has a child who Freeze-Dried
is a picky eater or a small appetite, it's an effective way to add Vegetables & Fruits
xix
vegetables to his/her diet. Currently, however, there are no large-
scale, brand name vegetable producers marketing freeze-dried vegetables to grocery chains.

Competitor Summary

The current market for prepackaged, convenient, healthful vegetable snacks for kids
consists solely of baby carrots, currently a $1 billion dollar business in the U.S.

BolthouseFarms and Grimmway Farms are the world's two largest growers, processors
and shippers of baby-cut carrots.xx Dole currently offers the Mini Cut Carrot package.

Grimmway Carrot Dippers™ are packaged, peeled baby carrots with low-fat ranch
dressing in a cup, which are marketed specifically as snacks or lunch servings for kids.

Later this year, 50 baby carrot producers are expected to release a $25 million marketing
campaign designed to rival junk food by marketing baby carrots as snack food to kids
through the media, and also placing them in vending machines in schools.

The USDA recommends that children eat a variety of vegetables in their daily diets.
Currently there aren‘t any fresh mixed-veggie, packaged snack food offerings.

At this time, Dole‘s Greens-on-the-go would be the only brand name, fresh mixed-
vegetable snack food product in the market.However, future mixed-veggie snack
competition could come from Grimmway Farms or from freeze-dried, mixed-vegetable
snack offerings.


SWOTT Analysis

Strengths: Weaknesses:
160 year history 11% revenue decrease 2009 FY
Recognizable brand / high consumer 6% decrease in fresh vegetable
brand awareness revenues in 2009
Industry leader in nutrition education 8% decrease in packaged foods
and research revenues in 2009
Industry leader in packaged fruit Substantial indebtedness: $1.6 billion
products, packaged salads, and fresh Discontinued citrus and pistachio
vegetables operations in California
Developed long term supply Market for health-conscious consumers
agreements with growers and is growing faster than rate of
distributors production
Sizeable base of tangible assets; Former use of the pesticide DBCP
122,000 acres of farms and other land resulting in a series of lawsuits
holdings Use of herbicides and other potentially
State-of-the-art efficient production, hazardous substances anticipated to
processing, transportation and lead to environmental damage and
distribution infrastructure result in increased costs
Opportunities: Threats:
Diversification into more health- Competition from up and coming
conscious product lines ―green‖ food companies
Further development and growth of Changes in environmental policy and
nutrition education efforts regulations (as applicable to food
Continue to leverage strong brand and industry)
market leadership position Changes in political relations with
Focus on value-added products companies that could affect access to
Focus on improving operating crops
efficiency and cash flow Adverse weather conditions, natural
Pursue disciplined growth disasters, crop disease, pests and other
Encourage corporate social natural conditions
responsibility Currency exchange fluctuations for
export
Increases in commodity or raw product
costs; fuel, paper, and plastics
Subject to the risk of product
contamination and product liability
claims
Unionized workforce subject to labor
disruptions
Trends:
Americans consumed an additional 37 pounds of fresh fruit and vegetables per capita in
2008 than consumed a decade earlier
Consumers are opting for more fresh products and more innovative packaging


SWOTT Continued

As an easily recognizable brand, the Dole Food Company, Inc. has had a long and successful
history. The company is an industry leader in packaged fruit products, packaged salads, and fresh
vegetables. Dole is supported by sizeable tangible assets, like farm ownership and a state-of-the-
art efficient production, processing, transportation, and distribution infrastructure.

However, rapid expansion into new markets, such as nuts and flowers, combined with global
economic downturn, has affected the company‘s profitability. Historical reliance on pesticides
and herbicides has resulted in a series of lawsuits both in the United States and the European
Union. Unable to determine the rapid growth of the health-conscious consumer market, the
company is unable to produce enough to meet current demands. These factors all resulted in a
revenue decrease of 11% in 2009.

Despite the challenges faced, the company has an opportunity to become an industry leader in
offering health- and environmentally-conscious products. The company can use its branded
image and value-added products to introduce new goods into the environmentally-conscious
consumer market.xxi At the same time, the company should begin practicing corporate
responsibility towards the environment while balancing diversification with disciplined growth.

Market Trends

Market Summary

Dole Food Company, Inc. has been in the market since it was founded in 1851 and is a
marketshare leader. The global fresh fruit and vegetable market is worth approximately $675
billion and about $100 billion in the United States. Consumers have become more health
conscious and are consuming more fruits and vegetables. First Lady Michelle Obama has created
a campaign to reduce childhood obesity, in an effort to promote better eating habits of
Americans. Food retailers are changing their focus to fresh produce from dry goods. Dole has an
advantage with this trend to expand with new products and merchandise for fresh produce and
packaged foods. Dole and its integrated produce competitors are well situated to meet large
retailer needs.xxii

Market Needs

Dole aims to provide its market with the highest quality fresh fruit and fresh vegetables and a
growing line of packaged foods. It also strives to promote healthy nutrition to children, as well
as, adults.

Nutrition: Fruits and vegetables are high in vitamins and minerals, contain fiber and have little
to no fat.xxiii Fruits and vegetables can lower blood pressure; reduce the risk of heart disease,
stroke and potentially some cancers. There is a lower risk of eye and digestive problems and can
keep appetite in check.xxiv


Quality: Utilizes Good Manufacturing Practices (GMP), Good Distribution Practices (GDP),
Hazard Analysis and the Critical Control Points (HACCP), quality management and traceability
systems, and contributes to ensuring food safety.

Sustainability: Monitors pest and chemical usage and utilizes ―softer‖ chemicals which cause
less harm to the environment than traditional chemicals. Test leaf samples for the nutritional
needs of the trees.

Market Trends

With the rise of obesity and other health concerns in children and adults in the United States,
more people are becoming aware of the types of foods that they eat and are opting for healthier
eating habits. Bernstein Research has found that the U.S. media is paying special attention to the
issue of obesity compared to years past.xxv A prominent trend in packaged food industries is the
production of healthier versions of packaged foods. More food manufacturers are beginning to
focus on the innovation of healthier products.

Researchers have found that companies with the greatest exposure to vegetable products will
benefit most from the shift to healthy foods in U.S. consumption patterns. With Dole being the
world‘s largest producer of high-quality fresh fruits and vegetables, it is in a prime position to
enter the market with packaged vegetable products.

Market Growth

In recent years there has been a spike of healthy packaged foods that are either organic; fortified
with vitamins or minerals; have reduced sugar, fat, salt, or carbohydrate content; have fiber; soy-
based or gluten/lactose-free. Of the $1.3 trillion global packaged foods market, the healthier
options make up approximately 16%, or $245 billion. There has been a steady annual increase of
healthy packaged products from 7% from 2002 to 2006. Whereas regular packaged foods only
saw a 3.1% annual increase.


In the United States, healthier packaged food products made up only 25% of the market or $76
billion compared to the total market worth of $231 billion. The annual growth rate in the U.S.
was 6.2% or $16 billion, compared to regular packaged foods at about $11 billion. According to
the graph below, the outlook is promising and with sustained growth, the value could reach about
$21 billion over the next four years.xxvi

Market Research

As Dole Food Company, Inc. already has a well-established customer base, this new product line
proposal seeks to maintain appeal within Dole‘s current markets while opening up to new client
bases. Target markets will initially include double-income families with children and then will
later expand to include other on-the-go, convenience-seeking demographics.

Demographics

The majority of the marketing will be gender-neutral and geared towards children ages 14 and
below and their parents/caretakers. For the parents/caretakers, age and gender should not play a
serious role in this marketing campaign as advertising will be directed more towards the primary
family caretaker in general in order not to alienate based on gender or age.

Income, however, will be much more of a limiting factor. Generally, as total family income
rises, the number of parents working outside of the home also rises, and more recently, more and
more families of mid- and upper-level incomes have resorted to both parents working outside of
the home. For dual-income families such as these, time available for domestic activities (i.e.,
cooking and lunch-packing) tends to be in short supply, and as middle income (defined as a
median income of $64,465) and upper, or professional, income (defined as a median income of
$147,742) are much more likely to have both parents working outside of the home, the Greens-
on-the-Go will be more heavily targeted towards these families.xxvii Furthermore, because of this
segmentation in marketing, the product could be made from either conventional or organic foods,
and there would be a little more flexibility in pricing and thus the allowable base cost of the
product.


Geographic Characteristics

Target markets will be within American continental borders at the onset of product launch, but
specific locations within the United States will not be so limited. Product storage and advertising
will be adjusted relative to marketing locations. For example, storing the product in an arid
climate will be much different than storing the same product in a high altitude location. These
differences will be most easily offset by adjusting the local structures of the various Dole storage
facilities.

One final geographic consideration concerns the difference in urban and rural populations and
their use of child care. Urban populations are much more likely to hire child care providers,
which would again suggest the limited time available for meal preparation and the on-the-go
lifestyle. These assumptions would encourage more urban marketing as direct targeting of more
rural populations might be considered an unwarranted use of company resources.xxviii


Psychographic Profile

Different aspects of the marketing campaign will reach out to both Experiencers and Believers,
and to a lesser degree the Achievers. More physically active Experiencers will be targeted with
―healthy‖ messaging and advertising that
highlights the convenience of maintaining
a healthy life-style while busy with
Greens-on-the-go. (Advertisements might
include backpackers reaching for a cup of
Greens-on-the-go.) Believers will be
attracted by messages of Greens-on-the-go
aiding families in meeting their daily
nutritional goals and promoting ―healthy‖
ideals. Achievers will also in some small
part be attracted to the idea of meeting
their daily nutritional goals.

Ironically, interest in Greens-on-the-go
will be most motivated by a desire to
provide healthy, sustainable options to
one‘s offspring yet will be oversimplified,
much less educated messaging in order to
attract the children‘s interest. Also, as
previously mentioned, the mid- to
professional-level income brackets will be
targeted for this product.

Purchase Behaviors

As may be seen in the chart to the right, the higher income quintiles spend more real dollars on
food purchases, but these purchases account for a much smaller portion of overall family
purchases.xxix

This lesser percentage allows for more flexibility in spending habits. As the next chart will
show, even with the recent increase in public health awareness, the American diet, and thus
purchasing patterns, leaves much room for improvement when it comes to fruit and vegetable
consumption.xxx Even more encouraging for our marketing efforts, Dole‘s on-the-go veggie cups
would be a unique product offering as there are few competitors that even offer the variety of
vegetables as that of Greens -on-the-go.


Mean intake of Fruits/Vegetables (% total food intake) by age of four clusters
between two and 18 y old of 228 participants of the DONALD Study ( constant;
medium, high, low)Source: Alexy, U., Sichert-Hellert, W., Kersting, M., &Schultze-Pawlitschko, V. Pattern
of long-term fat intake and BMI during childhood and adolescence—results of the DONALD Study. (2004, August 17).

Potential Market Growth & Customer Needs Assessment
As has been previously demonstrated, Americans are extremely lacking in their vegetable
consumption, and the easiest way to resolve such an issue is to address the problem via education
while consumers are still young. Savvy consumers, and especially caring parents, will recognize
this (or be made aware of it after our marketing efforts) and will increase both their and their
children‘s vegetable consumption with our convenient cups.xxxi The increase of media coverage
of our nation‘s nutritional deficit and the recent release of the modernized ―My Plate‖ will only
serve to complement our campaign and marketing efforts.
After a thorough SWOTT, Dole should realize the potential for the expansion of an already
sizable market. An increase in nutritional awareness among consumers will inevitably create the
demand for healthier options, and Dole would be remiss to ignore these market signals. The best
marketing and production path would be to acknowledge the coming changes and preempt, or
preferably lead, the oncoming barrage of fruit and vegetable offerings with choice, sustainable
options for the American public.


Fundamental Greens on the Go Marketing Strategies

Primary Target Market

Greens on the Go will be marketed as a convenient way for people to get their recommended
daily servings of vegetables. With the recent childhood globesity epidemic, the main marketing
focus will be on the products‘ benefits for children, but since children do not hold actual
purchasing power, the parent‘s or caretaker‘s expectations must be met for the product to sell. As
previously stated, the ideal purchaser will be an urban, double-income family in the middle to
upper income level.

Demographics of a Greens on the Go Purchaser – Primary

Age: Parents The population of 20 to 44 year olds makes up 36.9% of the
market.

Age: Children Children ages 14 and under make up 21.4% of the total market, and of
all children enrolled in school, 43.9% are in elementary school (grades
1-8).

Marital Status Married couples with children under the age of 18 make up 23.5% of
total households.

Income: Households with middle income range of $25,000 to $99,000 make up
Middle 59% of the market.

Income: Upper Households with an upper income range of $100,000 or more make up
12.3% of the market.

Job Status Families with children under 6 years of age where both parents are in
the labor force make up 58.6% of the market.

Occupation Management, professional, and related occupations make up 33.6% of
the market share.

Children Households with individuals under the age of 18 make up 36% of the
household market.xxxii

Primary Customer Profile Statements

Jane is a 33-year-old female married to Tom, a 34-year-old male; they have two kids in
elementary school, work full-time as management professionals making $75K, and spend their
weekends attending their children‘s school and sporting events and going to concerts. Jane drives


a hybrid SUV, watches the Food Network, is an advocate for healthy school lunches, enjoys
shopping for clothes, and attends weekly yoga classes. Tom drives a hybrid sedan, participates in
a local running club, always buys the latest tech gadgets, and travels for his job. Jane and Tom
are Experiencers, have high resources, and are motivated by self-expression. They are high-
energy people who enjoy physical exercise and social activities. They enjoy spending money on
clothing, concerts, sports events, and fast food.

Secondary Target Market

Time crunched, health conscience consumers such as working professionals and college students
make up the secondary target market. These consumers are busy individuals who are concerned
with their well being but do not always have the time to prepare a healthy snack or meal. The
secondary market is similar to that of the primary market except that they do not have children.

Working Professional College Student

Of the population 16 years and over, Those enrolled in school - college or
33.6% work in a management, graduate students - make up 22.8% of the
professional, or related occupation, market.

Are more likely to be involved in College students in 2003 were more likely
charitable work, & to be employed than those in the 1970s and
the 1980s.xxxiii

Travel more often and further than As these students‘ educations are furthered,
mainstream classes, in part due to higher they are increasingly more likely to be
income.xxxiv directly involved in their communities and
service projects.

Secondary Customer Profile Statements

John is a 44-year-old working professional making $85K and spends his time traveling to new
countries and participating in charitable work. He has high resources and stays busy with various
activities. John is an Achiever as he is motivated by accomplishments and gains satisfaction from
his job.

Mary is a 21-year-old female, college student at Point Loma Nazarene University studying
Public Health. She works part-time as a substance abuse intern making $25K. She spends her
weekends volunteering as a nutrition counselor and attending church. She saves most of her
money and spends the rest on basic needs. Mary is a Believer since she has low resources and
focuses on her nutrition, community and ideals.


Future Target Markets

Potential future target markets include: people with sensitive nutrition and restricted dietary
needs;corporate meal settings such as those of school cafeterias; and airlines with in-flight meals.

Obesity The overall prevalence of adults with obesity was 26.7% in 2007.xxxv

School Revenue from US School lunch charges totaled $6.9 million from 2008-
Districts 2009.xxxvi

Airlines International airline food industry revenues jumped 43% to $13.5 billion
[USD] in 2009.xxxvii

Marketing Strategies by Market

Though the multiple target markets of this campaign might have some overlap, there are really
two different marketing strategies at play: 1) diversification and 2) product development.
Diversification of Dole‘s products (i.e., the introduction of the kid-targeted, Greens on the Go)
will be geared toward the primary target market – viz., children and their caretakers, and a focus
on product development will be the messaging of the secondary marketing strategy for already
health conscience yet time-crunched adults on the go. Future target markets will also have more
of a product development approach.

Reaching the Primary Target Markets

As the more animated, kid-friendly Greens on the Go operation will be launched first, it will also
bear the burden of the initiation of Dole‘s new marketing techniques in conjunction with new
facility openings and/or the restructuring of current facilities to accommodate both the shift in
company marketing tactics (e.g., the introduction of the recurring Vita-Men characters) and the
more sustainable and thus unique packaging of this innovative new product. Before worrying
about destroying the company‘s rich commercial history, let it be known that Dole‘s traditional
fresh and desirable produce options approach will remain intact, but the underlying
communication will win over shoppers with freshly motivated appeal.

It is well known that the purchases of parents are strongly guided by the passions of their
children, but Scott Ward et. al. of the Association for Consumer Research found that children of
nutritionally savvy parents are less likely to even ask for less healthy options because they doubt
their request will have much effect on the ultimate purchase.xxxviii Not only will Greens on the
Go entice parents with healthier convenience options, but the subliminal messaging absorbed by
their children will perpetuate future purchasing, which has the potential to sustain profits for
years to come.


Reaching the Secondary & Tertiary Target Markets

After the successful positioning of this new product line has gained some momentum, the
secondary target markets will be presented with Greens on the Go in slightly different and thus
more adult-appropriate packaging. This ―new product‖ will highlight the possibility of eco-
friendly, health-on-the-go via an easy to grab and carry biodegradable cup but with graphics of
athletes and participants of adventurous outdoor activities (e.g., hiking, grappling, etc.) and
―healthy living‖ factoids displayed. Students and young professionals with weekend warrior
aspirations will most likely first partake based on the attraction to the less difficult nutritional
appeal but will be committed to this purchasing pattern after enjoying the wholesome and
untainted produce offered.

Greens on the Go Differentiation Strategy

The green market is not only here to stay, it is going mainstream. Today‘s consumers expect
accessible, sustainable, healthy, and attractive food choices in the main aisles of major grocery
store chains as much as they do in natural foods markets. Sustainable food products that have a
lighter impact on the planet and benefit society are attractive to most every generation today –
from Baby Boomers to elementary school children.

The current packaged, fresh vegetable products are marketed primarily to adults concerned about
convenience. Greens on the Go snack vegetables, however, will be offered and packaged in a
way particularly attractive to both children and their parents. The variety of vegetables offered in
the Greens on the Go line will differentiate the product further from the leading brands of snack-
packaged baby carrot products. Moreover, incorporating sustainability principles throughout the
product‘s life cycle, from farm to packaging to marketing, will significantly increase Dole‘s
market share among the fast-growing numbers of green consumers looking for healthy snack
alternatives.

The unique features of Greens on the Go include the following:

Vegetables with superior nutritious value packaged with the convenience of a snack food
for active kids and families

Dole SuperKids™ Packaging: Vita-Men characters and fun games for kids

Availability in all national grocery store chains

Sustainability features built on four pillars: water management, carbon footprint, soil
conservation, and packagingxxxix

Offering employees competitive wages, ample benefits, and a safe work environment
while honoring employees‘ rights


Enhancing and empowering communities to advance and prosper

Protecting natural resources and actively seeking ways to reduce our environmental
impact

Positioning Strategy

The Greens on the Go positioning strategy will be reflected in all our marketing
communications, from web site design to product packaging and advertising, and will be
integrated into every aspect of our marketing plan.

To build a focused, meaningful, and differentiated idea in the minds of our target customers,
Greens on the Gowill be positioned accordingly:

Our product offers the following benefits: Superior nutritious quality vegetables,
conveniently packaged as a snack food;

To the following customers: Active kids and busy, active families on the go;

Our product is better than the competitors in the following manner: Produced, packaged,
and marketed sustainably with packaging covered with Vita-Men games and fun facts
attractive to kids.

Competitive Strategy

The Dole brand name is associated with quality and nutrition with every fruit and vegetable the
company grows and sells. Founded in Hawaii in 1851, the Company built its reputation on James
Drummond Dole's "Statement of Principles: quality, and quality, and quality."xl However,
today‘s green consumers care not only about food quality, but also about the health of the
environment in which it‘s grown, climate change, and fair labor practices.

The Greens on the Go product will cater to today‘s active kids and families concerned about
healthy food and sustainability. In this regard, Dole‘s competitive marketing strategy for this
product will be based on a broad differentiation strategy highlighting:

The only leading produce supplier in our industry to offer a sustainable product in
grocery chain outlets

The only fresh vegetable product packaged attractively for kids and still providing
nutritional information to parents

The only fresh vegetables packaged in convenient, to-go packaging.

Dole‘s Greens on the Go sustainable vegetables will significantly enhance our corporate
reputation, thereby increasing the loyalty of customers. The Greens on the Go product line will


increase sales, revenue growth, and marketshare among the fast-growing numbers of green
consumers as well as save money through sustainable efficiencies. Overall, the Greens on the Go
product line will significantly increase Dole‘s competitive advantage in the industry.

Branding Strategy

Historical Branding

The present Dole brand was established in the 1950s. Prior to this,
the company‘s branding consisted of the Dole name in red letters.
With its rich heritage, though, the Dole logo is an easily
recognizable brand.

Brand Reinforcement

As the company begins exploring a product line of vegetables as well as instituting sustainable
business practices, it is fitting that the company adjust its logo to reflect this new direction. The
new logo [image below] is a single color to reduce the amount of ink required to produce the
logo on packaging and documents.xli Furthermore, the logo will be printed using low-volatile
organic compound (VOC) sustainable ink like that of the Gans Ink and Supply Company.xlii

Product Containers

The primary element that will distinguish the Greens on the Go
product on store shelves will be the cutting-edge container and its
other sustainable packaging. The size of the container is similar to
that of a drinking glass, making the product easy to transport and
use. This container is comprised of a biodegradable plastic made
from corn. Again, the Dole logo will be printed on the container
using a sustainable ink.

Product Packaging

On average, Americans dispose of 300 pounds of packaging per person per year.xliii The
reduction of packaging waste is an important aspect of sustainable business practices. The
Greens on the Go veggie cups‘ containers will be packaged much like Dole‘s current fruit cup
products [image shown below]. This type of cup holder packaging utilizes the minimum amount
of material possible and is easily disassembled for recycling. The Greens on the Go packages
will be made from 100% recycled cardboard and newspaper fibers. This packaging will be fully
recyclable and compostable. The printed material on the packaging will be reduced to the green
Dole logo shown above, Greens on the Go, basic product and nutrition information, Vita-Men
games and graphics, and a CPC code, which will all be printed in a sustainable ink.


Vita-Men

To appeal to the primary target market, the Greens on the Go veggie cups will be represented by
vegetable mascots called the Vita-Men. These characters will appear on television and internet
marketing campaigns. Additionally, the Vita-Men will appear as plush promotional items,
stickers, and other kid-centric promotional material directed at the primary market.

xliv

Nutrition Information

The USDA recently changed the antiquated food pyramid to the MyPlate program, which
emphasizes moderation and portions. The Achievers Marketing team recommends Dole work
with the USDA to create an easier to understand guide for product nutrition
facts. The proposal includes a simple color-coding system to work in
conjunction with the MyPlate information. The Greens on the Go veggie
cups will feature a color-coded indicator comparable to the table below that
will correspond with a table on the packaging to show which vitamins
and/or minerals are provided in addition to the physical benefits provided.

Color Vegetables Benefit Vitamins / Minerals

Broccoli Muscle Growth Potassium

Snap Peas Brain Development Iron

Celery Bone Density Calcium

Carrots Vision A

Bell Pepper Metabolism Copper, C

Greens on the Go Product Life Cycle Assessment

Introduction Stage

In the introduction stage, Dole seeks to build product awareness and develop a market for Greens
on the Go. The origins of Dole can be traced back to 1851 Hawaii, yet it wasn‘t until the 1985
purchase of Dole by David H. Murdock that a more well-defined corporate brand image began to


emerge.xlv Murdock‘s vision for Dole to become a broadly diversified food company with a
strong brand name was built on the foundation of growing its value-added products and
capitalizing on competitive strengths.xlvi Dole‘s strategy has been the driving force behind its
strong historical operating performance and continues to propel the company forward toward
future growth opportunities.

Focusing on value-added products, Dole has successfully shifted its product mix toward value-
added food categories and away from commodity fruits and vegetables and into the ready-to-eat
sector of salad lines, bagged cut and peeled carrots, and fruit bowls. The value-added segment of
Dole‘s product line generates higher profit margins and creates a larger market into which the
company can expand – viz., the perfect platform to launch the Greens on the Go product line.

The impact on the marketing mix in the introduction stage is as follows:

Product branding and quality level is established, and intellectual property protection
such as patents and trademarks are obtained;

Pricing may be low penetration pricing to build market shares rapidly or high skim
pricing to recover development costs;

Distribution will be selective until consumers show acceptance of the product;

Promotion is aimed at innovators and early adopters; and

Marketing communications seek to build product awareness and to educate potential
consumers about the product line.xlvii

The target introductory market for Greens on the Go is comprised of children and their parents
with the ultimate goal of offering quality healthy food choices that fulfill customers' needs and
expectations in the critical areas of quality assurance, food safety, traceability, environmental
responsibility, and social accountability while simultaneously incorporating healthy eating habits

Growth Stage

In the growth stage, Dole seeks to build brand preference and increase market shares. The
successful completion of the introductory stage propels Greens on the Go onward into the growth
stage of the product life cycle by building on existing competitive strengths such as brand name
recognition as well as making significant investments in production, processing, and
transportation and distribution infrastructure. Growth is made possible through the consistent
delivery of the highest quality and freshest products at all stages of the product life cycle, but it is
the growth stage specifically where additional vegetable choices will be added to the Greens on
the Go product line in the effort to maintain customer interest, increase demand, and reach a
broader customer base. Dole also seeks to play a leading role in nutrition education through


Greens on the Go product packaging by promoting the health benefits of incorporating
vegetables into one‘s daily diet.

The key points of the growth stage on the marketing mix are as follows:

Product quality is maintained and additional features and support services may be added;

Pricing is maintained as Dole enjoys increasing demand with little competition;

Distribution channels are added as demand increases and customers accept the product;
and

Promotion is aimed at a broader audience.xlviii

Maturity Stage

In the maturity stage, Dole‘s primary objective is to defend the Greens on the Go market share
while maximizing profit as sales diminish and competition increases.xlix Defending the market
share is accomplished by focusing on operating efficiency, profit improvement initiatives,
maximizing cash flow, analyzing the current customer base and profitable relationships, and by
leveraging purchasing power to reduce costs of raw materials while maintaining Dole‘s
commitment to marketing sustainable products that will enable healthier, more vital lives.

The key strategies employed by Dole in the maturity stage of the marketing mix include:

Product features may be enhanced to differentiate the product from that of competitors;

Pricing may be lower because of the new competition;

Distribution becomes more intensive and incentives may be offered to encourage
preference over competing products; and

Promotion emphasizes product differentiation.l

Decline Stage

In the decline stage where sales typically decline, Dole has several options for the Greens on the
Go product line. As competition increases to the point where production differentiation is no
longer apparent to the consumer, Dole may employ the following strategies:

Maintain Greens on the Go product line by adding new features and finding new uses;

Re-market Greens on the Go specifically toward a loyal niche segment; and/or

Discontinue Greens on the Go or sell the product line to another company.li


The current vision for Greens on the Go is an ongoing evolution of the product line to the point
where it is adaptable to current trends and market segments. This flexibility would allow Dole to
introduce Greens on the Go into many different segments as competition would dictate, adding
new features or tailoring current offerings to specific segments. Future marketing strategies
would include commercial sales to hospitals, schools, businesses, and possibly even as vending
machine options. The sky‘s the limit with this trendy new Greens on the Go product line.

Tactical Marketing Mix

Product Details

In the end-state, Greens on the Go – fresh cut vegetables in biodegradable cups wrapped in
cardboard packaging – will target and group the cups based on five (5) benefit categories as
previously enumerated.

These categories will then correspond to the five (5) Vita-Men that will be a primal focus of the
promotional campaign. As the product line expands, more Vita-Men (and health benefits) can be
added.

The Greens on the Go product launch will offer prepackaged, ready to eat vegetables in easy to
open, biodegradable containers [shown below] within compostable exterior packaging.
Capitalizing on the on-the-go mentalities of most Americans, the primary goal of Greens on the
Go is to provide healthy options for busy consumers of all ages.

Product Packaging

The target introductory market for Greens on the Go is comprised of children and their parents
with the ultimate goal of offering quality healthy food choices that fulfill customers' needs and
expectations in the critical areas of quality assurance, food safety, traceability, environmental


responsibility, and social accountability while simultaneously incorporating healthy eating habits

Marketing growth for this product is made possible through the consistent delivery of the highest
quality and freshest products at all stages of the product life cycle, but it is the growth stage
specifically where additional vegetable choices will be added to the Greens on the Go product
line in the effort to maintain customer interest, increase demand, and reach a broader customer
base. Dole also seeks to play a leading role in nutrition education through Greens on the Go
product by promoting the health benefits of incorporating vegetables into one‘s daily diet.
Although Dole‘s current quality assurance guarantee will be highlighted throughout the product
life cycle, it will be most strongly emphasized during this phase.

Next, in the maturity stage of the product life cycle, Dole‘s primary objective is to defend the
Greens on the Go market share while maximizing profit as sales diminish and competition
increases.lii The key strategies employed by Dole in this phase of the marketing mix include
enhanced product features to differentiate the product from that of competitors, lowered pricing
to balance for new competition, increased distribution efforts, and incentives and promotions
(e.g., Vita-Men plush toys for children and coupons/giveaways for parents) offered to emphasize
differentiation and encourage market share/preference.liii This will also be an opportune time to
really focus on marketing to the secondary and tertiary markets. Dole may be able to pair up
with dieting companies and/or hospitals for added market shares.

Finally, in the decline stage where sales start to fade, Dole has several options for the Greens on
the Go product line. As competition increases to the point where production differentiation is no
longer apparent to the consumer, Dole may employ the following strategies:

Maintain Greens on the Go product line by adding new features and finding new uses;

Re-market Greens on the Go specifically toward a loyal niche segment; and/or

Discontinue Greens on the Go or sell the product line to another company.liv

In sum, the entire value package throughout the product life cycle is a combination of nutritious,
healthy living benefits coupled with and neatly wrapped in fun, no-guilt sustainable packaging
that appeals across the target markets.

Pricing Strategy

Greens on the Go is a unique product as no other company has one like it at this time. The threat
of competition of comparable products is expected to be high after Greens on the Go is released.
Since many of Dole‘s competitors already produce fruits and vegetables, there are low barriers to
entry for creating similar products. The ideal pricing strategy to use in this situation is
penetration pricing.


Greens on the go will be priced low in order to secure wide market acceptance and will allow
Dole to increase the price later as demand increases. This strategy will likely discourage
competition because of its low initial profits. The benefits of using penetration pricing allow
Dole Food Company to achieve the following:

Fast diffusion and adoption which can take competition by surprise,

Creates goodwill among early adopters segment,

Creates cost control and cost reduction pressures from the start allowing for efficiency,

Discourages entry of competitors by creating a barrier to entry,

Creates high stock turnover throughout the distribution channel, &

Can be based on marginal cost pricing allowing for economic efficiency.

The disadvantages of using penetration pricing can include the following:

Establishes long term price expectations,

Creates image preconceptions for the brand and company, and

Makes it difficult to raise prices.

As may be readily seen, the advantages of penetration pricing far outweigh the disadvantages.
The price increase can also serve as a reminder of sustainability for consumers. Through
educational campaigns, Dole can show consumers that the added cost is to continue its efforts of
conservation and sustainable business practices.

Placement

The Achievers Marketing Team plan calls for Greens on the Go to be selectively distributed to
grocery retailers and displayed in their produce sections in the fresh cut refrigerated shelving at
the start of summer. Dole will work with its current farming, packaging, distribution, and
channel intermediary (retailer) networks to deliver Greens on the Go products to our target
consumers.

Current data is showing that sales of cut, pre-packaged fruits and vegetables are on the rise.lv
Therefore, Greens on the Go will be displayed with the current value-added offerings in the
grocery produce departments. Greens on the Go will be displayed with the fresh cut fruits and
vegetables in the cooler to maintain the proper temperatures, reduce shrink, and to position them
in high-traffic, high-visibility areas in order to help ensure quality and stimulate sales.

To differentiate our product from our competitors, Dole will work with retailers to merchandise
the product in a way that reaches kids and their parents in the produce section with the


―Vegetables are good for you and fun to eat, too!‖ message. Life-size Vita-Men floor stands and
display toppers will attract kids to the Greens on the Go products; their parents will follow. At
the product displays, cross-merchandising across several categories will reiterate to parents the
healthy snack and lunch box concept of our product as well as boost sales for retailers. The
Greens on the Go product will be paired with other single-serve lunch box items at the display,
such as cheeses, yogurt dips, ranch dressings, and peanut butter.

Dole will also suggest that retailers display Greens on the Go in their value-added produce aisles
to appeal to our secondary target market – viz., active, health-conscious consumers who want
convenience.these secondary market successes will also encourage the word-of-mouth
advertising that will draw the less healthy seeking to better their routines and habits (e.g.,
January resolutioners, dieters, and reforming athletes) and others with sensitive nutrition and
restricted dietary needs like people with diabetes or other gastrointestinal complications. A push
marketing strategy could include the use of Greens on the Go secondary displays next to the
value-added refrigerated guacamole, hummus, dips, and salsas.

Promotion Plan

At the conclusion of the Achievers Marketing Team plan, the Dole R&D team will begin to
brainstorm on how to produce the product and implement the plan. This process will begin in
October 2011 with a targeted product release date at the end of May 2012. This schedule allows
the product to be on store shelves at the start of summer.lvi The product will be marketed during
this time to the primary market as an alternative snack option during the summer months while
children are at home. As a phase in the marketing life cycle, the three month summer window
will allow time for market introduction. By the end of summer, the product will enter the second
marketing life cycle phase of growth, which will be experienced as customers who are already
familiar with the product use it as their children go back to school. In anticipation of increased
product demand, a second production run will be shipping to stores by mid-August 2012.See
Appendix A for implementation schedule.


Specific Marketing Strategies

Tool Objective Timeframe Message Audience

National Grocers Market February 2012 Promotion / Retailers
Association Conference Introduction Education

National Conference on Market February 2012 Promotion / Tertiary
Education Introduction Education

Television ad Market May 2012 – Promotion (parents of)
Introduction (ongoing) Primary and
Secondary

Facebook ad Market May 2012 – Promotion (parents of)
Introduction August 2012 Primary

dole.com Vita-Men Market May 2012 – Education Primary
online games Introduction (ongoing)

Sustainability on the Market July 2012 Promotion Retailers
Shelves Webinarlvii Introduction

Health Magazine ad Market May 2012 – Promotion Secondary
Introduction August 2012

Working Mother Market August 2012 – Promotion / (parents of)
Magazine ad Growth October 2012 Education Primary

Facebook ad Market August 2012 – Education Primary
Growth October 2012

Food Marketing Institute Market September Promotion / Tertiary
Sustainability Summit Growth 2012 Education

Association of Outdoor Market November Promotion / Retailers,
Recreation and Growth 2012 Education Primary,
Education Conferencelviii Secondary, &
Tertiary


Social Sustainability: People

Dole Food Company, Inc. believes that in
order to perpetuate sustainability, it is of
the utmost importance to treat its people,
resources, environment, and community as
its most precious assets. As the public face
of Dole and the source of our success,
Dole is committed to treating its
employees from the fields to its executive
offices with openness, candor, and respect.

Fostering a culture built on a foundation
of employee development, teamwork, and a Source: Dole Food Company, Inc., 2011.
shared vision to create products and services
that society values while efficiently using resources.Dole monitors corporate performance in
these key areas through external certifications including:

ISO 14001: The preferred standard for measuring and evaluating environmental
management systems, ISO 14001 monitors environment-related responsibilities, such as
waste management or practices aimed at avoiding adverse changes to air, water or land.

Global Good Agricultural Practices (GAP): A private sector body that sets voluntary
standards for the certification of production processes of agricultural products. The
purpose of Global GAP to reassure consumers that Dole farms use production techniques
aimed at minimizing detrimental environmental impacts of farming operations, reducing
the use of chemical inputs and ensuring a responsible approach to worker health and
safety, as well as animal welfare.

Global GAP: Serves as a practical manual for GAPthroughout the world. Promoting an
equal partnership of agricultural producers and retailers who wish to establish efficient
certification standards and procedures.

Social Indicators: Dole‘s Human Resources department compile information about
social- and labor-related topics, as well as the social impact of Dole‘s community
programs.lix

Complies with applicable labor codes;

Requires ongoing reviews of working conditions to maintain strict compliance;

Works in collaboration with the representatives elected by its workers;

Practices a non-discriminatory policy per the principles developed in the International
Labor Organization‘s Conventions;


Is an Equal Opportunity Employer;

Ensures that working conditions in the Company‘s facilities are designed to protect the
health and well-being of all employees;

Provides all employees with training in good practices, environmental programs and
safety techniques, as well as systematic instructions on the safe application of crop
protection products;

Employees receive at least the legally required compensation and benefits, though it is
more common to find that the Company-provided benefits exceed those stated by law;lx

Eco-consciousness: Planet

In its Code of Conduct Policy (‗Code‘) established in the 1990s, Dole adopted a strict
environmental policy applicable to its worldwide operations, and in accordance with this Code,
Dole established the practice that all employees and key suppliers must sign and comply with the
Code. Building upon this company practice and in an effort to foster awareness, Dole‘s new
Corporate Responsibility and Sustainability website was launched on July 6, 2011. As a
reflection of the company‘s ongoing commitment to protect its greatest assets represented by
people, farms, and the environment, Dole has established four pillars of sustainability, which
include:

1. Water management: Dole has implemented
industry leading programs that teach water
recycling methods and processes that reduce
overall usage;

2. Carbon footprint: Dole maps and analyzes its
activities in order to locate the sources of carbon
emissions and develop alternative practices;

3. Soil conservation: Dole is dedicated to
providing consumers with the highest quality Mobile Field Packaging Units in Yuma
Source: Dole Food Company, Inc., 2011.
produce, which is only made possible with
healthy soil; &

4. Dole already follows a "Reuse or Recycle" policy to conserve material, reduce waste, and
maximize efficiency throughout the supply chain.lxi

Dole‘s commitment to doing business in ways that are more sustainable is promoted through the
ongoing monitoring of its environmental programs. Monitoring is accomplished through formal
and informal audits, pre-harvest residue analyses, and residue monitoring of shipment before
delivery to the customers, which is important for risk anaylsis as well as food safety. Dole also


provides its independent growers with direction, technical guidance, and training in safety and
environmental protection.

The incorporation of integrity and a steadfast commitment to quality in all spectrums of the
business sets Dole apart as an industry leader in the production of fresh fruits and vegetables, a
responsibility and honor in the promotion of exceptional business practices. Furthermore, setting
such precedence and defining industry priorities is instrumental in expanding Corporate
Responsibility and Sustainability (CR&S) values throughout the industry.lxii

Process

Dole will work with current farming, packaging, distribution, and channel intermediaries
(retailer) networks to deliver Greens on the Go products to our target consumers. Dole will
communicate and employ its sustainability principles at each stage of the value chain.

The distribution channel for our product will include:

Supermarkes
Integrated Produce &
& Other
Farms Shippers Wholesalers General
Grocery
Consumers
/ Retailers Wholesalers
Outlets

Fresh vegetables, as well as fresh cut salads and other value-added products marketed by Dole,
are grown under joint growing arrangements with independent growers in California, Arizona,
and northern and central Mexico. Dole leases approximately 13,900 acres of farmland in
California in connection with its vegetable
operations.lxiii The majority of this acreage is farmed
under joint growing arrangements with independent
growers while Dole farms the remainder.

The vegetables are then generally field packed and
transported to Dole's central cooling and distribution
facilities.lxiv The company also owns cooling, packing
and shipping facilities in Marina, Gonzales, and
Huron, California. Dole already owns and operates
state-of-the-art, packaged salad and vegetable plants in
Yuma, Arizona; Soledad, California; Springfield,
Marina Cooling & Distribution Facility Ohio; and Bessemer City, North Carolina, which can
Source: Dole Food Company, Inc., 2011. be utilized in the production of Greens on the Go.lxv


Marketing Metrics and Financials

Controls

As Dole currently has standardized monitoring processes and procedures in place, which are
already accepted and compliant within the industry, we will capitalize on the tools available and
only slightly modify the monitoring reports presently required to accommodate the new Greens
on the Go facilities and incorporate the new standard operating procedures.lxvi

Estimated Sales Forecast

2010 Dole total revenue was $6.9 billion, $1.1 billion or 16% of sales earned in the packaged
food category. The average for each of the seven product lines within the packaged food
category was $157,714,286 per product annually. Based on past sales history, the target sales
projection for year one for the Greens on the Go product launch is $150,000,000. Growth rate
projections to correlate with product life-cycle stages of growth, maturity & decline are
estimated at 20% in 2013, 25% in 2014, 20% in 2015 and 15% in 2016.

The strategy to accomplish these goals includes:

Supply the finest, high quality healthy and nutritious products

Lead the industry in nutrition research and education

Leverage brand strength

Expand value-added product offerings

Build on strong presence in developed economies and expand in high-growth markets

Improve operating efficiencies and cash flowlxvii


Break-Even Analysis

The Greens on the Go break even point, where revenue equals costs, is anticipated to occur at the
conclusion of summer 2012. At this point, the product line will be entering the second marketing
life cycle stage of growth. Also occurring during this time, a second production run of the
products will be shipping to stores. By this phase, the cost of production will be reduced as start-
up costs were absorbed into the first marketing life cycle stage of product introduction.lxviii

Expected Profit Margin Analysis

Market Share and Penetration

In order to refine Dole‘s marketing strategies for Greens on the Go, Achievers Marketing Team
will conduct annual market share and penetration analyses. Such analyses will provide essential
summative data on market sales, trends, competitor environment, as
well as, consumer preferences and product satisfaction. 2007 U.S. Food, Produce, &
Fresh-Cut Produce Sales
Achievers will use the following metrics (Est. in $ Billions)
to generate market share data from both
the Greens on the Go primary target
market (children and their caretakers)
and the product‘s secondary target
market (health-conscious, time-
crunched, adults on the go):

Revenue Market Share
Unit Market Share
Relative Market Share
Brand Development Index
Market Penetration
Brand Penetration
Penetration Share Source: Estimated by Dr. Roberta Cook, UC Davis,
based on numerous public sources, incl. USDA, DOC,
Cornell University and PMA.


Dole currently possesses good information about the fresh-cut vegetable market in the U.S. and
the preferences of our product‘s potential customers. This information will be used to generate
strategies that will allow us to better understand our potential customers, their specific needs, and
the most effective ways to communicate with them.lxix See Appendix B for more information
regarding market share.
Marketing Budget
Following the precedent set by the launch of the fruit cups product line, Dole has set aside $10
million of the company's overall marketing budget for the launch of the Veggie Cups product
line. Divided over the course of a 12 month window, Dole has just over $800,000 to spend each
month. Half of this budget is allocated towards television commercials. The next largest
allocation goes towards maintaining ongoing social networking campaigns and a website
dedicated to the product, which includes Vita-Men online games. The remainder of the budget
allocation is divided equally for webinar hosting, weekly radio ads, magazine ads, and
conference participation. See Appendix C for marketing allotment. lxx

Marketing Tool Frequency Budget
Conferences 4 per year $52,083.33
Magazine Monthly for 3 months $52,083.33
Social Networking Weekly $104,166.67
Radio Weekly $52,083.33
Television Daily for 4 months $416,666.67
Webinars 8 per year $52,083.33
Website Ongoing $104,166.67
Monthly Total $833,333.33
Annual Total $10,000,000.00

Return on Marketing Investment

The potential risks and uncertainties that could cause the company‘s actual results to differ
materially from those expressed or implied herein include weather-related phenomena; market
responses to industry volume pressures; product and raw materials supplies and pricing;
electrical power supply and pricing; changes in interest and currency exchange rates; economic
crises; quotas, tariffs and other governmental actions; and international conflict.lxxi


Brand Equity

Because we aspire to retain and promulgate the reputable Dole brand equity that has been earned
over the last half century, we will establish feedback mechanisms to monitor the opinions of the
various consumers – both current customers and those who have not yet bought into Greens on
the Go. This will help us to protect the goodwill and name recognition of the Dole brand that
translates into greater sales while simultaneously allowing the Team to hone our marketing
tactics and mechanisms.lxxii

By utilizing openly visible online feedback forums on the main Dole website and posting the
results of voluntary customer satisfaction surveys – both electronic & paper mailings, we will be
able to monitor the general attitude towards the brand via the product reviews. Having negative
feedback clearly displayed will also facilitate dialogues that will be used to improve the product
lines. Polls and contests can be done when introducing new veggies and/or Vita-Men through
this same media. Furthermore, this type of active engagement of the general consumer
population is highly desirable as it will:

Increase company transparency and thus consumer and business (i.e., stock market)
confidences,
Improve both the speed and rate of feedback,
Establish and reinforce the Dole brand community, and
Allow the consumers a sales-reinforcing sense of shareholder empowerment as their
recognized (and actualized) involvement will translate into product and brand loyalty via
Dole-favorable purchasing patterns.lxxiii

As the evidence clearly attests, the new Greens on the Go product line proposed will be a
profitable and timely new venture for the American population. Dole would do well to invest in
this convenient and healthy on-the-go alternative to traditional snacks. Time-crunched families
and eco-consciousness are on the rise, and America is beginning to invest in combatting the
globesity epidemic. Dole only stands to benefit from providing this growing market share with
the perfect product options in eco-friendly packaging that they crave – viz., Dole‘s Greens on the
Go.


Appendices

Appendix A

Dole Greens on the Go Veggie Cups Production Schedulelxxiv&lxxv


Appendix B
Item Share % % Annual Change
U.S. Fresh-Cut Vegetable
Side Dish 70.8 3.0
Category Market Shares, by Key
Meal Prep Vegetables 20.8 9.5
Item, (% of Total Fresh-Cut
Snacking Vegetables 8.4 (6.8)
Vegetables & Sales), and Growth Total 100.0 3.3
Rates, 2007/2008
Source: IRI, 52 Weeks ending August 24, 2008

U.S. Fresh-Cut Vegetable Category Market Shares, by Key Firm, (% of Total $ Sales),
2008

2008

Private Label 22.7

Mann‘s 7.7

Apio 5.0

Dole 3.9

Grimmway 3.4

Ready Pac 2.3

All Other 55.0

Source: IRI, 52 Weeks ending August 24, 2008.
Consumers Reporting Diet “Could Be A Lot Healthier,” by Household Type and Income,
At Home vs. Away From Home, 2008

Food At Home Away From Home

Household Type

Children 13 % 33 %

No Children 11 % 26 %

Income Level

$35 - $49.9K 12 % 31 %

Over $100K 6% 21 %

Source: U.S. Grocery Shopper Trends 2008, FMI, 2008.


Appendix C

Greens on the Go Marketing Allotment
Webinars Conferences
Radio 6% 6% Website
Social 6%
13%
Networking
13%

Magazine
6%

Television
50%


References

i
Company information. (2011). About Dole. Retrieved from
http://www.dole.com/AboutDole/tabid/1255/Default.aspx#
ii
Dole. (2008). Mission statement. Principles. Retrieved from
http://www.dolecsr.com/Principles/MissionStatement/tabid/406/Default.aspx
iii
Savedge, J. (2010, June 28). How much sugar do your kids eat? Women's Day. Retrieved
from http://www.womansday.com/Articles/Health-Fitness/Nutrition/How-Much-Sugar-
Do-Your-Kids-eat.html
iv
Chi, S. (2009, October 8). Dole challenges Americans with largest prepackaged salad launch
ever. Perishable news. Retrieved from
http://www.perishablenews.com/print.php?id=0003047
v
United States Department of Health and Human Services, Centers for Disease Control and
Prevention [CDC]. (n.d.). Eat a variety of fruits & vegetables every day. Fruits &
veggies matter. Retrieved from http://www.fruitsandveggiesmatter.gov/
vi
USDA Marketing and Regulatory Programs. (n.d.). Retrieved from
http://www.usda.gov/wps/portal/usda/usdahome?contentidonly=true&contentid=
missionarea_MRP.xml
vii
Saiontz, E. (2007, September 17). Dole salad recall due to E. coli contamination.
Retrieved from http://www.youhavealawyer.com/blog/2007/09/17/dole-salad-
recall/
viii
Dole Principles. (2008). Retrieved from
http://www.dolecsr.com/Principles/tabid/401/Default.aspx
ix
Ibid.
x
TRUETRAC. (2010). Retrieved from http://truetrac.com/amid-mounting-safety concerns-
technology-helps-track-food-farm-table
xi
Dole Food Company, Inc. (2009). Retrieved from http://phx.corporate-
ir.net/External.File?item=UGFyZW50SUQ9Mzk2ODl8Q2hpbGRJRD0tMXxUeXBlP
TM=&t=1
xii
Stillwell, S. (2010, August 6). Vegetable snacks for kids. Livestrong.com. Retrieved from
http://www.livestrong.com/article/196174-vegetable-snacks-for-kids/
xiii
Weise, E. (2004, August, 11). Digging the baby carrot. Retrieved from
http://www.usatoday.com/life/lifestyle/2004-08-11-baby-carrot_x.htm
xiv
Grimmway Farms. (n.d.). Our carrots. Retrieved from

Dole Marketing Plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Dole Marketing Plan

Similar to Dole Marketing Plan (20)

Dole Marketing Plan