Limelets marketing plan
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Cal Poly Agribusiness students proudly present Limelets branded finger limes.
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Limelets marketing plan
- 1. Logo with the tagline. It is a single image and the colors, spacing, and icons contained in the logo should not be altered. It may be scaled to any size necessary. Anna Adams Nicole Billington Gabriella Bragoli Joey Buskirk Krysten Cholewinski Ali Copeland Alexandra Danell Lisa Dayton Cindy Gumber Nathan Long Justin Machado Sarah Marchetti Jessica Monteiro Emily Paddack Justin Rominger Jacob Rogers Lauren Strojny Blake Van Grouw Advisor: Dr. Lindsey Higgins
- 2. Introduction
- 3. Introduction
- 4. Pops the Ordinary to the Extraordinary Introduction
- 5. Introduction
- 6. Introduction
- 7. Introduction
- 8. Market Analysis 0 0.5 1 1.5 2 2.5 3 1990 1995 2000 2005 2010 Per Capita Disappearance (Pounds) Lime Consumption Trends "Food Availability (Per Capita) Data System: Food Availability Documentation." ERS-USDA, Nov. 2012. 8.9% Growth
- 10. Market Analysis -40 -30 -20 -10 0 10 20 30 40 50 60 Difference from Index Income (1,000s) -40 -30 -20 -10 0 10 20 30 40 50 60 Difference from Index Age MRI+ MediaMark. Fall 2009 Product Report. Household Products - Food Products: Limes. 2009. Lime Consumption
- 11. Market Analysis 2.9% National Restaurant Association. "2013 Fullservice Outlook." Restaurant.org, 2013.
- 13. Market Analysis 19.1% o Originality o Distinctive Uses o ExoticAttributes National Restaurant Association. "2013 Fullservice Outlook." Restaurant.org, 2013.
- 14. Market Analysis Purcell, D. "The Trending Habits of Today's Specialty Food Consumer.” Specialty Food Association, Oct. 2012.
- 15. Market Analysis
- 16. Market Analysis
- 18. Market Analysis o Experiment with ingredients and recipes o Read food blogs o Converse about food o Find novelty important $5 Poly Pro Marketing. “Finger Lime Survey.” Cal Poly, Feb. 2013.
- 20. Threats Market Analysis Hardy, S., Wilk P., Viola J., and Rennie, S. "Growing Australian Native Finger Limes." Prime Facts, NSW Government Industry & Investment. 2010.
- 21. Market Analysis Weaknesses July August September October November December Finger Lime Season August 1st to January 1st
- 24. Market Analysis Live in AZ, CA, NV, OR, or WA Age 25-44 Household income over $100,000 Live in metropolitan areas Active on social media Experiential eaters Looking to impress Target Market American Community Survey, 2011. National Association for the Specialty Food Consumer. "Annual Report: Specialty Food Consumers 2012." Specialty Food Magazine, 2012. Poly Pro Marketing. “Finger Lime Survey.” Cal Poly, Feb. 2013. U.S. Census Bureau. "Age of Householder by Household Income in the past 12 Months.”
- 25. Business Proposition Shanley Farms’ finger limes will be the choice for Hip Foodies exotic citrus
- 26. Willingness to Recommend Brand Awareness Business Proposition Sales Profitability Objectives 20% Aware
- 27. Business Proposition Sales $600,000 1,088,491 Hip Foodies 217,698 Hip Foodies aware 145,132 Hip Foodies will purchase 58,053 Hip Foodies will be repeat buyers 20% 66% 40%
- 28. Business Proposition Willingness to Recommend 80% will recommend
- 30. To trendsetting specialty food consumers, are fresh, California grown finger limes that give Hip Foodies a new citrus experience that the ordinary, to the extraordinary. Limelets pops Business Proposition
- 31. Action Plan Scan to view our website
- 32. Action Plan
- 33. Action Plan
- 34. Action Plan
- 35. Fine Dining Specialty Food Stores Direct Sales Action Plan
- 36. Action Plan
- 38. Action Plan “The Affluent Consumer Market in the U.S.” 6th ed. Packaged Facts, Dec. 2011
- 39. Action Plan
- 41. Purcell, D. "The Trending Habits of Today's Specialty Food Consumer.” Specialty Food Association, Oct. 2012. Action Plan Lemon- lime flavor Bursting effect Eye catching Wow factor Novel Versatile Fresh Impressive garnish Fun Stunning Enriches dining experience Easy to control flavor placement
- 43. Wholesale Price: $3.47/1.5oz Master Pack (10 pkgs): $34.70 Suggested Retail Price: $6.00 Action Plan
- 45. Action Plan 4% more profitable
- 48. Action Plan
- 49. Action Plan
- 50. Action Plan
- 51. Action Plan
- 52. Action Plan
- 53. Action Plan
- 55. Action Plan
- 57. Action Plan
- 58. Action Plan
- 59. Action Plan
- 60. Action Plan
- 61. Action Plan
- 62. Financials
- 63. Financials $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 Net Income Year 1 Year 2 Year 3
- 65. Financials 64%
- 66. Financials Sales Year 1 Year 2 Year 3 Units Sold Retail (1.5 oz) 46,920 73,600 141,312 Food Service (1 lb) 5,181 6,624 7,038 Direct Sales (1.5 oz) 2,085 2,944 4,416 Revenue Retail $ 162,754 $ 255,300 $ 490,176 Food Service 170,965 218,592 232,254 Direct Sales 12,512 17,664 26,496 Total Revenue 346,231 491,556 748,926 Cost of Goods Sold 74,571 107,330 169,624 Gross Profit 271,660 384,226 579,302 Operating Expenses 17,230 19,948 24,207 Marketing Expenses 234,692 193,860 182,506 Total Expenses 251,922 213,808 206,713 Net Income $ 19,738 $ 170,418 $ 372,589 Profit Margin 5.70% 34.67% 49.75% Cost of Goods Sold 74,571 107,330 169,624 Total Revenue 346,231 491,556 748,926 Operating Expenses 17,230 19,948 24,207
- 67. Financials Marketing Expenses Year 1 Brand Manager $70,000 Chef Outreach $3,000 Culinary Schools $3,000 Experience the Burst $6,000 Farmers' Markets $1,000 Feeding America $4,692 Limelet Season Launch $80,000 Monitoring and Measuring $4,000 Savor the Central Coast $15,000 Social Media $2,000 Trade Shows $15,000 Travel $6,000 Website $25,000 Total Marketing Expenses $234,692 Logo by itself. It is a single image and the colors, spacing, and icons contained in the logo should not be altered. It may be scaled to any size necessary. Logo with the tagline. It is a single image and the colors, spacing, and icons contained in the logo should not be altered. It may be scaled to any size necessary. Colors in the logo. Bright green: C:50 M:0 Y:100 K:0 Chartreuse: C:25 M:1 Y:81 K:0 Dark Gray: 70% Black Complimentary colors. Red: C:29 M:80 Y:66 K:10 Light Gray: 30% Black Blue-Green: C:75 M:0 Y:75 K:0 PUSH PULL Logo by itself. It is a single image and the colors, spacing, and icons contained in the logo should not be altered. It may be scaled to any size necessary.
- 68. Net Income $ 19,738 $ 170,418 $ 372,589 Profit Margin 5.70% 34.67% 49.75% Financials Worthy Profitable
- 71. Monitoring/Measuring - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 Year 1 Year 2 Year 3 Annual Sales Sales in Dollars
- 73. Monitoring/Measuring 0% 10% 20% 30% 40% 50% 60% Year 1 Year 2 Year 3 Profit Margin
- 74. Objectives Created Progress Examined Contingency Plan Put In To Effect Monitoring/Measuring
- 75. Conclusion
- 77. 64% Return on Marketing Investment Conclusion
Editor's Notes
- Shoppers at santa monica…..sample a lemon tart….down the street…..over a glazed salmon….unlike
- Experience that….
- The extraordinary….about the size of…. The multi colored…. Which burst….
- Native to australia….. Burst into…… Shanley farms
- Their almost…..we….
- Have been….proudly presents to you….Lime consumption is…
- United States. Foods…..
- Growing lime popularity stems……
- Furthermore….
- Expected to increase……consumers are now using…..
- Paving the way……..meals at home. Rest……
- The specialty….. Originality… distinctive uses… exotic attributes….two thirds ----- Meeting Notes (4/17/13 07:51) ----- specialty food stores next
- There is only….
- The leading producers are…
- Which are located in california…. They offer little threat…. Goodland branded as…..phillips farm not yet differentiated…. Now ali
- Poly pro conducted asking over…..respondents were shown a…..asked questions….shown that respondents likelihood of 80+
- Just like any other fruit finger limes susceptible
- Although…
- Avaliability. Shanley farms….
- Additionally….
- Exotic…hip foodies…objectives
- Add nutritional information to back
- Add nutritional information to back
- 1.5 oz in size
- Somehow show percent decreases yet supply stays fairly constant
- Working on this one’s format
- Price and Place animation is next***
- Place and…. Will..
- The “push-pull” will pulse/balloon effect when Ali says structured a push-pull promotional strategy. The the pull and green arrow fade so just “push” and red arrow show in middle alignment for when ali says the push strategy will emphasize. “investing in the future” will go hidden until the line “ the push strategy will emphasize INVESTING IN THE FUTURE (appears)
- Limelet launch party logo comes first. Round pictures, have one appear, then next image appears. ----- Meeting Notes (4/5/13 18:13) ----- Two more photos with these
- Add lesson plans
- Get ready for savor
- Savor image appears alone, then western.., then pma logo. ----- Meeting Notes (4/5/13 18:13) ----- Add logo images, change PMA logo
- Push animation is next**
- “Pull” and arrow pulse in without text. “brand awareness and cultivate excitement” appear.
- Due to successful market penetration
- After accounting for losses from second grade fruit and spoilage, our ability to supply almost 10,000 pounds in year one will grow to approximately 21,000 pounds by year three, as additional non-bearing trees come into production.
- Limelets will move further into the retail sector each year, reaching 64% in year three, while maintaining a strong presence in food service, and reserving 2% each year for direct sales Photos for all channels
- Limelets will move further into the retail sector each year, reaching 64% in year three, while maintaining a strong presence in food service, and reserving 2% each year for direct sales Photos for all channels
- As a result, Limelets will generate Total revenue of approximately $346K in year one and nearly $750K by year three. COGS and operating expenses are based on Shanley Farms’ internally prepared financial statements. COGS will increase as more units are sold and varies by sector due to packaging differences. Operating expenses will increase slightly each year due to increases in the Operations Manager salary. **Krysten: As Blake reads all of the numbers we can highlight them. This is a lot of information so I feel that keeping the slide steady and highlighting will be most effective.
- Marketing expenses, will be highest in year one as Limelets substantially invest financial resources to gain brand awareness among Hip Foodies but will taper down to 24% of total revenue in year 3. **Krysten: Is there a way we can show how we received the 24%? ?/? Total marketing expenses arise from the push and pull promotional strategies, with the highest expenses incurred being the brand manager salary and Limelets Launch Party.
- Limelets will capitalize on the specialty food movement and in turn, surpass the profit margin objective set for year three. With a 50% profit margin and net income of $373K in year three, Limelets are a worthy and profitable investment.
- In the area of brand awareness, surveys will be conduct toward the end of every Limelets season. Social media sites and web usage will be controlled and monitored by, HootSuite, an analytics software.
- In conclusion, we, Poly Pro Marketing, are proud to present this marketing plan to Shanley Farms.
- Limelets extraordinary citrus eveperience that when driven…..
- Limelets. Can you handle the burst? Thank you for your attention; at this time we will be happy to answer any questions. ----- Meeting Notes (4/9/13 11:56) ----- -Document where target market number comes from -Outline bland and distracting -Packaging choice-number for packaging recycling (make stronger)-easily damaged (Why you made it that way)(lower number for recycling is better) -organicaly produced -Why not worried about competition?-look for name brand like cuties, relate limelets to cuties -why would a hip foodie not move onto the next trend? -why are there two different colors? -find data to suport local not australia finger limes(imports) -retail issue -concern about green packaging (upscale buyer), new packaging options that are biodegratable -what is the total production in california and what percent is shanley farms (such a new and small market) -supply constraint address (why do you have such a large market and small amount of product) -relate to your audience, what is the closest thing to limelets? (Safron), used fresh -How much is used on a dish (sense of scale) -the target market number -Extrodinary spelled wrong on limelet pamphlet -Target number is very specific -up and coming cooking group through google plus -change pull and push arrows opposite directions -williams sanoma cooking at stores -add sources
- Slide 12 Specialty Retail Stores--Anna
- 10. Survey Collection
- 10. Survey Questions
- 12. Specialty food retailers
- 11. Number of retail outlets, restaurants, and farmer’s markets in each year
- 9. Survey Demographics
- Blake Financials
- Blake Financials