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Semelhante a Blake's FY 2013 Marketing Plan
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Blake's FY 2013 Marketing Plan
- 1. BLAKE’S All Natural Foods 2012 marketing plan Produced By | Brian Annis Annalisa DiVito Anum Hussain Olivia Mullen
- 2. Executive Summary Overarching Goal Preliminary Research Targeting Strategy Creative Executions Budget & Timeline appendix & resources
- 4. Use a warm and natural tone to increase brand awareness to drive trial and increase overall roi. Overarching Goal
- 6. 6Blake’s All Natural Swot Analysis preliminary research trengths #3 in category, at 42% ACV Certified organic product line OEM partnership with MB Voted #1 in Good Housekeeping Dr. Oz promotion S eaknesses Limited factory capacity Current media outreach Small company size Disconnect: organic & frozen W pportunities Lunch Box Program Product extension New Natural Line Product extension O hreats Amy’s Limited growth category High slotting costs Seasonality of product T
- 7. 7Blake’s All Natural Key Observations Tastes good Large variety Small portions B Product Tasting preliminary research
- 8. next, we researched -- both quantitatively and qualitatively -- which demographics are actually eating pot pies. Preliminary Research
- 9. 9Blake’s All Natural YY Key Stats Out of 100% per demographic, 47% of 55 to 64-year-olds ate frozen pot pies. The next largest demographic was 18 to 24-year-olds at 42% and 25 to 34-year-olds at 41%. Smaller size households have a lesser propensity to cook a meal from scratch, encouraging simple meal preparation options that provide a home-cooked meal solution. Mintel Research preliminary research
- 10. 10Blake’s All Natural Key Observations Good slotting in freezers Main purchasers were young Male professionals Whole Foods Key Observations Poor slotting in freezers Section mostly skipped over Elderly shoppers in pot pie aisle Market Basket Store Visits preliminary research
- 11. from our preliminary research, we discovered two key target audiences that the blake’s brand should begin to target. Preliminary Research
- 13. 13Blake’s All Natural Empty Nester targeting strategy u Seeking daily home-cooked meal, but no longer worth the work for one or two people. Older generation parents (~55) Retired or close to retiring Grew up eating pot pies Out of 100% per demographic, 47% of 55 to 64-year-olds ate frozen pot pies.“ ” Data Courtesy of Mintel
- 14. 14Blake’s All Natural Lohas Dude targeting strategy Young Single Male Professional Lifestyle of Health and Sustainability LOHAS Dude+ = Interested in good-for-you home-cooked meal without needing to cook. Weekly Whole Foods visits allows him to stock up on the best. Willing to pay the premium to consume the best quality all natural foods. Men under 35 are least likely to cook their own meals/prepare dinner from scratch. Second largest demographic, out of 100% per demographic, for eating frozen pot pies was 18 to 24-year-olds at 42%, followed by 25 to 34-year-olds at 41%. “ ”“ ”Data Courtesy of Mintel
- 15. while empty nesters grew up eating pot pies, lohas dudes grew up with different food products. this opens an opportunity for the blake’s brand to extend its product offering. Targeting Strategy
- 16. 16Blake’s All Natural The LOHAS Dude target audience grew up eating the infamous microwable hot pockets -- why not let them enjoy the same concept in a new, natural, and good-for- you form? These pot pockets do not require extensive backend reconfiguration or new supplies; the pot pockets use all the same ingredients as the chicken pot pie, simply repositioned to appeal to the LOHAS dude. Pot Pie Pockets targeting strategy
- 17. however, our preliminary research also revealed that blake’s must increase overall brand awareness before targeting specific audiences. Targeting Strategy
- 18. 18Blake’s All Natural Marketing Goal Drive awareness for increased ROI. Creative Brief targeting strategy Marketing Promise All natural, tasty frozen meals. Marketing Tone Warm and natural. Marketing Result Increased product trial. Marketing Competition Amy’s Kitchen. Marketing Opportunity Product awareness expansion.
- 20. Alexia Partnership creative executions In order to capitalize on co-marketing opportunities, we propose partnering with Alexia All Natural Foods. The company is rooted in the same all natural mentality as Blake’s, and their products -- such as sweet potato fries -- would be excellent side dishes to a Blake’s pot pie. The designed sticker to the right could be put in Alexia and Blake’s packages to help drive trial of both products, and giving Blake’s further visibility through the Alexia brand.
- 21. in order to increase overall product awareness, the blake’s brand should invest time in an innovative, 3-pronged media relations plan. Creative Executions
- 22. 22Blake’s All Natural Modern media package for journalists Reduced envelope for bloggers On-site‘Blakesgiving’event for local NH media Media Relations Plan creative executions 3 2 1 3 prongs K Blakesgiving ahead Blakesgiving ahead
- 23. 23Blake’s All Natural Blake’s Pot Pie Brand Book Custom Blake’s Box Prong 1 creative executions 3 2 1 This package will contain: e*A media list of suggested reporters to reach out to is available in the appendix.
- 24. 24Blake’s All Natural Coupon for free product Brand Book Informaton on three closest locations to use coupon Prong 2 creative executions 3 2 1 This package will contain: z*A media list of suggested reporters to reach out to is available in the appendix.
- 25. Brand Book creative executions *A printed example of this plans book is available in the mock-up prong one package provided.
- 26. 26Blake’s All Natural Prong 3 creative executions ‘Blakesgiving’will be an annual event for local NH reporters and bloggers. They will be invited for a free meal at Blake’s Turkey Farm as a special Thanksgiving event.
- 27. in order to provide all reporters/ bloggers with that warm & natural message to return to when they research blake’s, a pr video was produced. Creative Executions
- 28. 28Blake’s All Natural PR Video creative executions Check out the video by navigating to: http://youtu.be/tz-StRFIIDg?hd=1
- 29. the video can also be employed in online efforts to increase brand awareness and drive social media interest. Creative Executions
- 30. 30Blake’s All Natural A buzzing video on YouTube A pinned post on both Facebook pages Many updates on Twitter social media creative executions 3 2 1 The PR video can be promoted via: *A Tweet Sheet has been created for this particular social channel. See appendix. ^
- 31. 31Blake’s All Natural guerilla event map creative executions By attending in-person events, the Blake’s brand can help drive awareness and drive trial in a warm and feel-good enviroment. These events see about 500,000 attendees. Our estimations show that for every 2,500 pies baked, 10,000 samples will be available to serve. The overall cost of which will be about $5,350. Some events, as shown on the map, include: Main Harvest Festival Pies on Parade Hopkinton State Fair Hampton Beach Seafood Festival Boston Local Food Festival
- 33. 33Blake’s All Natural budget: $15,060 budget & executions
- 34. 34Blake’s All Natural exact cost breakdown budget & executions Event Fees: $5,360 Sampling Costs: $5,250 Transportation: $750 Staff: $1,300 Connectivity: $1,200 Media Relations Packages: $1,200 z
- 35. Release revamped website. Jan. 2013 Release PR video & begin social media promotion. Send tier 1 & 2 package. April 2013 Introduce product extension: pot pie pockets. Marketing at festivals/events. July 2013 Include coupon in store fliers to drive trial in slow months. Send Blakesgiving invitation. Nov. 2013 Begin executing targeted creatives. Implement new targeting strategy. Jan. 2014 Host Blakesgiving event.