Ana SassoDaria Krasavina

Jose Melero

US sauce market: US$ 19 bill/year9% of it: spicy sauce - US$ 540 mill

AMERICAN PEOPLE

SPICY SAUCES

HOW?

(financials projections)

BBQ in the USA isn’t just a cooking method – it’s part of the local identity

Steak - Sizzle

PEOPLE WHO ENJOY EATING

SEGMENTATION

TARGET

PEOPLE WHO ENJOY BARBECUED FOOD

POSITIONIG

NEW FLAVOUR TO NEW BBQ SAUCE

S: globally recognized brand;

W: already has a lot of sauces, including BBQ;

O: new market segment;

T: Unilever owns 10% of the share now.

Transform simple moments to the great

experiences

Mission statement

PLACEMENT

PROMOTION

JACK DANIELS BBQ COMPETITION

PRICING

• Supermarket - 14$• Restaurants - 20$

“To do common things uncommonly will bring sucess”

Henry Heinz, founder of Heinz