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Presented By:
Alexander Bassi, Sean Maxson,
 Shelby Sisk, Brittany Teixeira
Objectives


Expansion for the New York and Florida
 markets
Define and analyze the target market
Employ new tactics for marketing
Set realistic goals for market infiltration
Company Analysis


Family owned, established in 1989
Exotic fruits
   Mangoes
   Green bananas
Provide Puerto Ricans in the US with a
 taste of home
“Healthy Trees… Premium
 Fruit…Passionate Customers”
Internal Factors


        Strengths                  Weaknesses
State of art equipment      General transportation
Competitive certification   Perishability
High traceability           Inactive social media
12 hour process and
 transport
External Factors


     Opportunities                  Threats
Social media              New specialty item
Puerto Rican Day Parade   Fuel market volatility
Produce conventions and   Indirect routing
 events
Goal of 1-2 years
Health benefits
Puerto Rican Population
New York Puerto Rican


  Total Population: 1,111,544
  Age: 17 and Under 30.4% (337,909)
  Median Age: 30.4 Years
  Gender: Female 52.2% (580,226)
  Marital Status: Never Married 49.5% (413,344)
  Education: High School Education or Less 25 years+
   60.4% (390,013)


Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
Florida Puerto Rican Market


   Total Population: 835,674
   Age: 17 and Under 30.2% (252,373)
   Median Age: 30.8 Years
   Gender: Female 50.9% (425,358)
   Marital Status: Married 43.5% (272,869)
   Education: High School Education or Less 25 years+
    50.3% (246,589)


Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
MRI Banana Use Last 6 Months


    Age: 25-54
    Gender: Female
    Marital Status: Now Married or Engaged
    Education: Attended College or No College
    HHI: $40,000 to $149,999
    Region: Midwest and the South
    Children Age: 2-17 years


Source: MRI Plus Banana Used Last 6 months 2011
Competitor Analysis

Small Jamaican business
   Trelawney Delight
Distribution in
   Jamaica
   Caribbean Diaspora
Est. September 2009
POLITICAL AND LEGAL   ECONOMIC
• FOOD SAFETY         • LOW INTEREST
CERTIFIED               RATES
  •USDA, EPA,         • NO TARIFFS
  OSHA                • ALL CONSIDERED
  •EUROGAP              DOMESITC

SOCIAL AND CULTURAL   TECHNOLOGICAL
• GROWTH IN           • TRACEABILITY
  PUERTO RICAN        • INCREASE
  POPULATION            PROCESSING SPEED
• HOLD STRONG TO      • STATE OF THE ART
  FAMILY CULTURE        EQUIPMENT
First Alternative

Distribution centers
   New York and Florida
Establish own transportation system
   Cover all costs
Implementing sales team to distribute through channels
Second Alternative


Increase volume to current wholesalers
   Costco
   Wal-mart
   Bonanza
Sampling to wholesalers
Cross promotion and discounts
Strategic Market Plan
Selected Marketing Strategy


Expansion to New York and Florida
Establish relations with US food
 distributors
Social media and events
Delivery and distributions
Product
Social Media


Social Media Outlets
     Facebook
     Google Plus
     Website
     Web Advertising-You Tube
Implemented by media intern
Survey Incentives

Survey Monkey
   Facebook
   Website
   Coupons
Better knowledge of
 tastes and preferences
Conventions


International Restaurant and
 Foodservice Trade Show
   March 3-5, 2013
East coast’s premier industry
 event
First major event of the year
   Great to launch new
    products
Industry networking
Community Target Market Events


National Puerto Rican Day Parade
   National awareness and appreciation
    of Puerto Rican culture
   Food and entertainment
Locations
   Bronx, New York
   Orlando, Florida




 Source: National Puerto Rican Day Inc.
Placement Strategy
Partner with the top wholesale distributors
SYSCO Foodservice

400,000 customers in North
 America
8,700 reefer truck fleet
180 distribution centers
Supplies restaurants, schools,
 hotels, health-care
 institutions
$42.38 billion sales
   17.5% of foodservice
    distribution market
   62% of 2012 sales to
    restaurants
Source: Hoovers
U.S Foodservice

250,000 Customers
60 distribution facilities
HQ Rosemont, IL
Desire to expand produce portfolio
   Green cooked bananas
   Mangoes
$20 billion sales
   10% of foodservice distribution
    market


Source: Hoovers
Performance Foodservice


   $414.6 million sales
   41,000 customers in 40 different countries
   Supplies to independent hotels, restaurants, and
    other hospitality operators
   Headquartered in Richmond, VA




Source: Hoovers
Logistics
  Shipping routes
      Jacksonville, FL
      Port Everglade, FL
      Port Elizabeth, NJ
  Connect with wholesale
   distributors at ports
  40 ft. reefer containers
      20 pallets
      39,800 lbs gross weight
      40 degrees continuous


Source: USDA Agricultural Export Transportation Handbook
Price


$42 per bucket
   $0.33 per banana
5% discount for 5 or more
 buckets one order
   Price $39.90 with discount
1% rebate to food distributor
Gross Revenue


Goal: Green Bananas to match annual volume of
 Mangoes exported (300 reefers)
20 pallets/container = 720 Pails/container
Gross revenue per container after transportation
 costs = $24,728 to $26,240
 $7,344,216 to $7,793,280 annual gross revenue before
 production costs and taxes
   Minimum net annual profit at 10% $734,422
   Maximum net annual profit at 10% $779,328
Timeline
2013                      2014                   2015
•Partner with             •Secure contracts      •Monitor results
 Foodservice               with Foodservice      •Expand to new
 Companies                 Companies              markets
•Attend International     •Launch Veny           •Expand into retail
 Restaurant and            Bananas at National    market with smaller
 Foodservice Fair in NY    Puerto Rico Day        packages
•Build social media        Parade
 pages                    •Sample new markets
•Build websites           •Hire Social Media
•Hire marketing intern     and Events Manager
Financial Objectives


Website construction cost
   $7,000
Event cost
   $150,000 to $250,000
Social Media and Events Manager
   $50,000 annual salary + benefits $10,000
$150/hr for 50-80 hours total $9,750
Total cost for median services $276,750
Upfront costs before profit made
Summary


Build relationships with foodservice distributors
Infiltration of Florida and New York markets
Demand creating through events and social media
Demand creation for individual serving offerings
Long Term—establish distribution center
Resources

 "First Time Visitor." International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct.
  2012. <http://www.internationalrestaurantny.com/Show-Info/First-Time-Visitor/>.
 "Census Bureau Homepage." Census Bureau Homepage. N.p., n.d. Web. 13 Oct. 2012.
  <http://www.census.gov/>.
 "Home." - International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct. 2012.
  <http://www.internationalrestaurantny.com/>.
 "Hoovers | Company Information | Industry Information | Lists." Hoovers | Company Information |
  Industry Information | Lists. N.p., n.d. Web. 13 Oct. 2012. <http://www.hoovers.com/>.
 "MRI : Welcome." MRI : Welcome. N.p., n.d. Web. 13 Oct. 2012.
  <http://www.mriplus.com/account/home.aspx>.
 "National Puerto Rican Day Parade, Inc." National Puerto Rican Day Parade, Inc. N.p., 2011. Web. 13 Oct.
  2012. <http://www.nationalpuertoricandayparade.org/>.
 Sonia G. Collazo. "Profile of the Puerto Rican Population in United States and Puerto Rico: 2008." US
  Census. N.p., 15 Apr. 2010. Web. 13 Oct. 2012.
  <http://www.census.gov/hhes/socdemo/education/data/acs/paa2010/Collazo_Ryan_Bauman_PAA2010_
  Paper.pdf>.
 "Sliced Jamaican Yellow Yams." Sliced Jamaican Yellow Yams. N.p., n.d. Web. 13 Oct. 2012.
  <http://trelawnydelyght.webs.com/>.
 Welby, Ellen M. USDA Agricultural Export Transportation Handbook. Washington DC: United States
  Department of Agriculture, 2004. Print.

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FDRS Competition Presentation:

  • 1. Presented By: Alexander Bassi, Sean Maxson, Shelby Sisk, Brittany Teixeira
  • 2. Objectives Expansion for the New York and Florida markets Define and analyze the target market Employ new tactics for marketing Set realistic goals for market infiltration
  • 3. Company Analysis Family owned, established in 1989 Exotic fruits  Mangoes  Green bananas Provide Puerto Ricans in the US with a taste of home “Healthy Trees… Premium Fruit…Passionate Customers”
  • 4. Internal Factors Strengths Weaknesses State of art equipment General transportation Competitive certification Perishability High traceability Inactive social media 12 hour process and transport
  • 5. External Factors Opportunities Threats Social media New specialty item Puerto Rican Day Parade Fuel market volatility Produce conventions and Indirect routing events Goal of 1-2 years Health benefits
  • 7. New York Puerto Rican Total Population: 1,111,544 Age: 17 and Under 30.4% (337,909) Median Age: 30.4 Years Gender: Female 52.2% (580,226) Marital Status: Never Married 49.5% (413,344) Education: High School Education or Less 25 years+ 60.4% (390,013) Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
  • 8. Florida Puerto Rican Market Total Population: 835,674 Age: 17 and Under 30.2% (252,373) Median Age: 30.8 Years Gender: Female 50.9% (425,358) Marital Status: Married 43.5% (272,869) Education: High School Education or Less 25 years+ 50.3% (246,589) Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
  • 9. MRI Banana Use Last 6 Months Age: 25-54 Gender: Female Marital Status: Now Married or Engaged Education: Attended College or No College HHI: $40,000 to $149,999 Region: Midwest and the South Children Age: 2-17 years Source: MRI Plus Banana Used Last 6 months 2011
  • 10. Competitor Analysis Small Jamaican business  Trelawney Delight Distribution in  Jamaica  Caribbean Diaspora Est. September 2009
  • 11. POLITICAL AND LEGAL ECONOMIC • FOOD SAFETY • LOW INTEREST CERTIFIED RATES •USDA, EPA, • NO TARIFFS OSHA • ALL CONSIDERED •EUROGAP DOMESITC SOCIAL AND CULTURAL TECHNOLOGICAL • GROWTH IN • TRACEABILITY PUERTO RICAN • INCREASE POPULATION PROCESSING SPEED • HOLD STRONG TO • STATE OF THE ART FAMILY CULTURE EQUIPMENT
  • 12. First Alternative Distribution centers  New York and Florida Establish own transportation system  Cover all costs Implementing sales team to distribute through channels
  • 13. Second Alternative Increase volume to current wholesalers  Costco  Wal-mart  Bonanza Sampling to wholesalers Cross promotion and discounts
  • 15. Selected Marketing Strategy Expansion to New York and Florida Establish relations with US food distributors Social media and events Delivery and distributions
  • 17. Social Media Social Media Outlets  Facebook  Google Plus  Website  Web Advertising-You Tube Implemented by media intern
  • 18. Survey Incentives Survey Monkey  Facebook  Website  Coupons Better knowledge of tastes and preferences
  • 19. Conventions International Restaurant and Foodservice Trade Show  March 3-5, 2013 East coast’s premier industry event First major event of the year  Great to launch new products Industry networking
  • 20. Community Target Market Events National Puerto Rican Day Parade  National awareness and appreciation of Puerto Rican culture  Food and entertainment Locations  Bronx, New York  Orlando, Florida Source: National Puerto Rican Day Inc.
  • 21. Placement Strategy Partner with the top wholesale distributors
  • 22. SYSCO Foodservice 400,000 customers in North America 8,700 reefer truck fleet 180 distribution centers Supplies restaurants, schools, hotels, health-care institutions $42.38 billion sales  17.5% of foodservice distribution market  62% of 2012 sales to restaurants Source: Hoovers
  • 23. U.S Foodservice 250,000 Customers 60 distribution facilities HQ Rosemont, IL Desire to expand produce portfolio  Green cooked bananas  Mangoes $20 billion sales  10% of foodservice distribution market Source: Hoovers
  • 24. Performance Foodservice $414.6 million sales 41,000 customers in 40 different countries Supplies to independent hotels, restaurants, and other hospitality operators Headquartered in Richmond, VA Source: Hoovers
  • 25. Logistics Shipping routes  Jacksonville, FL  Port Everglade, FL  Port Elizabeth, NJ Connect with wholesale distributors at ports 40 ft. reefer containers  20 pallets  39,800 lbs gross weight  40 degrees continuous Source: USDA Agricultural Export Transportation Handbook
  • 26. Price $42 per bucket  $0.33 per banana 5% discount for 5 or more buckets one order  Price $39.90 with discount 1% rebate to food distributor
  • 27. Gross Revenue Goal: Green Bananas to match annual volume of Mangoes exported (300 reefers) 20 pallets/container = 720 Pails/container Gross revenue per container after transportation costs = $24,728 to $26,240  $7,344,216 to $7,793,280 annual gross revenue before production costs and taxes  Minimum net annual profit at 10% $734,422  Maximum net annual profit at 10% $779,328
  • 28. Timeline 2013 2014 2015 •Partner with •Secure contracts •Monitor results Foodservice with Foodservice •Expand to new Companies Companies markets •Attend International •Launch Veny •Expand into retail Restaurant and Bananas at National market with smaller Foodservice Fair in NY Puerto Rico Day packages •Build social media Parade pages •Sample new markets •Build websites •Hire Social Media •Hire marketing intern and Events Manager
  • 29. Financial Objectives Website construction cost  $7,000 Event cost  $150,000 to $250,000 Social Media and Events Manager  $50,000 annual salary + benefits $10,000 $150/hr for 50-80 hours total $9,750 Total cost for median services $276,750 Upfront costs before profit made
  • 30. Summary Build relationships with foodservice distributors Infiltration of Florida and New York markets Demand creating through events and social media Demand creation for individual serving offerings Long Term—establish distribution center
  • 31. Resources  "First Time Visitor." International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct. 2012. <http://www.internationalrestaurantny.com/Show-Info/First-Time-Visitor/>.  "Census Bureau Homepage." Census Bureau Homepage. N.p., n.d. Web. 13 Oct. 2012. <http://www.census.gov/>.  "Home." - International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct. 2012. <http://www.internationalrestaurantny.com/>.  "Hoovers | Company Information | Industry Information | Lists." Hoovers | Company Information | Industry Information | Lists. N.p., n.d. Web. 13 Oct. 2012. <http://www.hoovers.com/>.  "MRI : Welcome." MRI : Welcome. N.p., n.d. Web. 13 Oct. 2012. <http://www.mriplus.com/account/home.aspx>.  "National Puerto Rican Day Parade, Inc." National Puerto Rican Day Parade, Inc. N.p., 2011. Web. 13 Oct. 2012. <http://www.nationalpuertoricandayparade.org/>.  Sonia G. Collazo. "Profile of the Puerto Rican Population in United States and Puerto Rico: 2008." US Census. N.p., 15 Apr. 2010. Web. 13 Oct. 2012. <http://www.census.gov/hhes/socdemo/education/data/acs/paa2010/Collazo_Ryan_Bauman_PAA2010_ Paper.pdf>.  "Sliced Jamaican Yellow Yams." Sliced Jamaican Yellow Yams. N.p., n.d. Web. 13 Oct. 2012. <http://trelawnydelyght.webs.com/>.  Welby, Ellen M. USDA Agricultural Export Transportation Handbook. Washington DC: United States Department of Agriculture, 2004. Print.