The document outlines marketing strategy proposals for three scenario companies: 1. Sal's Shoe Castle, a family-owned shoe retailer, is looking to revitalize its outdated stores and attract new customers. The class conducts a SWOT analysis and recommends rebranding stores, targeting a new demographic, and bringing in trendy new products. 2. Ignatio's Inferno Hot Sauces, a hot sauce company started in the 1960s, wants to engage a new generation of customers. The class analyzes its extensive product line and recommends a new marketing campaign to raise awareness through festivals and social media. 3. Barry Beans, a regional coffee shop franchise, seeks to expand into larger markets and attract

1. Marketing Strategy
Scenario Company Proposals

2. Scenario Company 1:
Sal's Shoe Castle

3. Where are we now?
Family-owned shoe company begun by Salvador
Ricci
Ricci owned and ran company until his death in 2001
at age 92
Son now owns it and doesn't have much of a vision
for it
Claims company was built on backbone of hard work,
selling and customer service but now can't get
customers through the door
Carries a wide range of products at 22 outlets in
Midwest (3 have closed in last 2 years due to the poor
economy)
Customers generally consider store to be outdated

4. How this company could be used through the course
Sal, Jr. has taken over the business and hires the class to offer marketing
consulting.
1. They conduct a SWOT Analysis:
S: Well-established in the community, generations of customers have shopped
there, good customer service.
W: Dated feel, not popular among younger clients, tends not to carry the latest,
most sought-after products.
O: Opportunity to grow in areas under-served with good customer service if stores
are appealing and great products are offered; can look to eco-friendly products
T: Challenges in rebranding and losing identity, competition from big discount stores
2. They profile the company, setting objectives of what is to come ahead and
what they want as a team and business.
3. Brainstorms products that might give them an edge (Crocs, Uggs, eco-
products); look for new target demographic.

5. 4. Hires a market researcher who:
Can find out why store isn't meeting needs of target demographic and determin what
those people want from the store.
5. A new direction:
Launching a rebranding of the product line and redesigning the store. Looking to
change products carried and possibly expand beyond shoes.
6. Challenges of implementing the changes of growth.
The plan:
• Redesigning and rebranding store
• Targeting new audience
• Brining new products onboard
• Keeping familiar customers.
7. Maintenance of the new business
Keeping fresh ideas coming

6. Scenario Company 2:
Ignatio's Inferno Hot Sauces

7. Where are we now?
Family-owned hot sauce company started by Ignatio Vega
in late 60's, when he would travel up and down the
California coast selling it out of the back of his VW bus.
Experienced a massive boom in the 80's when everyone
on both coasts wanted Ignatio's Inferno Especial and
Inferno Boom Boom sauces.
Tried to expand too quickly and venture out into too many
sauces and has since stagnated greatly.
Ignatio Jr. now runs it with his wife but doesn't know how to
get that energy back.

8. How this company could be used through the course
Ignatio Jr. has taken over the business and hires the class to offer marketing
consulting.
1. The conduct a SWOT Analysis:
S: Great product that is popular among people who use it regularly; Charismatic,
hard-working owner ready to try new ideas.
W: Lack of market penetration and product awareness; some confusion over what
to expect from product as there are so many varieties; some people may have fond
memories of the product from before but have forgotten about it or think of it as
something from another era.
O: Opportunity to introduce the product to a new generation; many people have no
pre-conceived notions of the product.
T: Challenges in raising awareness and getting into new stores, Tabasco, the red
rooster, and other hot sauces are popular as well as a lot of small brands with fancy
labels and names.
2. They profile the company, setting objectives of what is to come ahead and
what they want as a team and business.
3. Analyze product line, possibly eliminating some and rebranding others;

9. 4. Look for creative marketing ideas:
Travel to festivals, events and other areas to extend product-awareness; look to
social media and other integrated marketing options.
5. A new direction:
Launching a new advertising and marketing campaign with some newly branded
products.
6. Challenges of implementing the changes:
Need to raise awareness significantly on a tighter budget; must identify more non-
traditional marketing avenues.
7. Maintenance of the new business
Keeping the product awareness high

10. Scenario 3
Barry Beans

11. Where are we now?
•Barry Beans is a family owned coffee shop that has franchises
throughout greater New England.
•Over the past 40 years, BB has delivered their trademark fresh coffee
to mainly small communities and suburban populations.
•Over the past decade, while they have maintained their presence in
their strongest markets, their profits and customer base are largely
stagnant. Management sees the need to grow in order to maintain the
business and to fight off competition from the coffee conglomerates
of Starmucks, Third Cup, and Tim Mortons, who are finally
beginning to enter their once exclusive markets.
•Barry Sr., who started the company, has given the reigns to his son
and daughter, both recent grads from business school.

12. How this company could be used through the course
The new management team, lead by Barry’s two kids want to take their business
into larger centres and grow the existing businesses to attract new customers.
1. The conduct a SWOT Analysis:
S: homegrown, homestyle feel, caters to older population, unique blend of coffee,
recognized name.
W: No new products for decades, caters to mostly older population, very little
variety, name is associated with ‘the country.’
O: There is a gap in the marketplace for a greener, more community centered
coffee shop, people respect the company, business model caters to lower income
customers who are being ignored in larger markets.
T: Big companies, competition, financial expense, etc.
2. They profile their company, setting objectives of what is to come ahead and
what they want as a team and business.
3. Brainstorms products that might give them an edge (free trade coffee, enviro-
friendly products, mass market home-cooked sweets, etc.)

13. 4. Hires a market researcher who:
Begins to explore way to tap into growth strategies. Proposes a market research
plan for BB.
5. A new direction and some trepidation:
The market researcher has some crazy ideas that seem far-fetched to BB.
The market researcher identifies key areas for communication strategy that are
somewhat crazy but trust the market researcher.
6. Challenges of implementing the changes of growth
The plan:
Old customers need to be coddled.
New customers need to be wowed.
Ways to ensure the company grows but does not alienate.
7. Maintenance of the new business:
New strategies of the coffee shop that are working and the marketing that now
sustains the business.