F i n a l revised
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Transcript of F i n a l revised
Hello.
MARY BORNSTEDT
KYLE FORDHAM
LACEY LINK
STEPHANIE PIEL
KATHIA RAMOS
AYAKA TERAKAWA
AGENDA
Executive SummaryBusiness ProblemObstaclesResearch and InsightsCreative ConceptMedia PlanBudgetQ&A
Today we are presenting to you…
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
We are joining a new but growing market, and need to stand out.
To meet market expectations, we need to reposition the brand.
We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign.
We will use four media outlets, with a budget of $5,000.
What are we trying to solve?
Joining the growing market.
Lets stand out.
Joining the growing market.
Lets stand out
Joining the growing market.
Lets stand out.
Joining the growing market.
Lets stand out
What’s in the way?
Convenience store item
Unknown market
New and fast growing industry
Convenience store item
Unknown market
New and fast growing industry
Convenience store item
Unknown market
New and growing rapidly
What do we know?
Family ownedLocally sourcedHandmade Smoked
Family ownedLocally sourcedHandmade Smoked
Family ownedLocally sourcedHandmade Smoked
Family ownedLocally sourcedHandmade Smoked
100% natural ingredients
What did we do?
Primary research:
Forum discussions (10 people)
One-on-one interviews (15 people)
Vendor interviews (4 people)
Primary research:
Forum discussions (10 people)
One-on-one interviews (15 people)
Vendor interviews (4 people)
Secondary research:
Mintel
IBIS World
Nielsen's MyBestSegments
Forbes
What did we find?
Locavores are trending in the U.S. just within the past seven years.
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
Millennials are more willing to invest in brands that support their own ideas and values.
Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to This Powerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.
Jerky is not looked at as a premium item.
"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
People under 34 want to buy quality salty goods.
"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
People usually buy jerky for outdoor adventures
"One-on-Ones Interviews." Personal interview. 15 May 2015.
Adventurers tend to be brand loyal to products that are reliable
"One-on-Ones Interviews." Personal interview. 15 May 2015."Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
Packaging design is a key factor in their purchasing decision
"One-on-Ones Interviews." Personal interview. 15 May 2015.
Jerky has been just as popular as protein bars
REI: Vendor Interviews." Personal interview. 15 May 2015.
REI associates will sell the products if they like it
REI: Vendor Interviews." Personal interview. 15 May 2015.
Employees will recommend products they like
Columbia: Vendor Interviews." Personal interview. 15 May 2015.Patagonia: Vendor Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
Being able to see and taste the product increases the consumer’s chances of buying
"One-on-Ones Interviews." Personal interview. 15 May 2015.REI: Vendor Interviews." Personal interview. 15 May 2015.
Because of the growth of the market, stores are producing their own artisan jerky
Patagonia: Vendor Interviews." Personal interview. 15 May 2015.
Who are we aiming for?
Spontaneous adventurers
Outdoor enthusiasts
They go frequently,
but they don’t plan it out.
Who are they?
Men who are modern explorers
Age 25-35Income 50,000-75,000
Men who are modern explorers
Age 25-35Income 50,000-75,000
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
Men who are modern explorers
Age 25-35Income 50,000-75,000
70% of outdoor enthusiasts
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
Men who are modern explorers
Age 25-35Income 50,000-75,000
70% of outdoor enthusiasts
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
Live in second cities
Drink often
College educated, no kids
Media habits = outdoor
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
Local, quality items
"Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015."Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
Where do they shop?
Here’s how the industry looks
…….
Spontaneous adventurers take their comfort with them;
Prepared for the unexpected.Income 50,000-75,000
Spontaneous adventurers take their comfort with them;
they are always prepared for the unexpected.Income 50,000-75,000
We would like to introduce
The Pacific Northwest is our haven. From Crater Lake to Mt. Rainier, it’s all green space and gray skies. Even our cities are in tune with nature and we treat the land like we treat our people, with respect and dignity. At NW Refuge, we put this same philosophy into crafting our food. Our steak strips are made with 100% grass fed cattle raised on a ranch in Hubbard, Oregon. We use sustainable practices to create a snack built to sustain you on your greatest adventures. Venture out. Find your refuge.
Comfort when things get rough
Comfort when things get rough
Authentic to the PNWSustainableTake it with youEven in the worst situations
Authentic to the PNWSustainableTake it with youEven in the worst situations
Authentic to the PNWSustainableTake it with youEven in the worst situations
Authentic to the PNWSustainableTake it with youEven in the worst situations
Different flavors for different adventures
How can we connect?
Our story.
To reach our adventurers…
20 social influencers
20 canteens
100 matchbooks
20 whistles
20 packages of steak strips
Countless adventures
Adventurers
Inspire
Audience
Adventurers
Inspire
Audience
Adventurers
Inspire
Audience
Letter:
Tell our story
Letter:
Tell our story.
Dear influencer,
“We’ve noticed that you love adventures too”
We’re big fans of your work, and we would love to send you our survival kit.
“We’ve noticed that you love adventures too”
“We’re big fans of your work, and we would love to send you our survival kit”
As a token of appreciation
Help us promote our story
For your next adventure
As a token of appreciation
Help us promote our story
For your next adventure
As a token of appreciation
Help us promote our story
For their next adventure
Survival kit:
Essentials for every adventure
Survival kit:
Essentials for every adventure.
Where can you find us?
Face-to-face:
Saturday marketBeer festival
Face-to-face:
Saturday marketBeer festival
Face-to-face:
Saturday marketFestivals
Spring Beer & Wine Fest
Brewfest
Portland Craft Beer Fest
Oregon’s Brewer Fest
North American Organic Brewer’s Fest
(July)
(Apr)
(July)
(July)
(Sept)
What’s the schedule?
OREGON BEER FESTIVALS
JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY
Here’s how we’ll measure our success
Increase likes on Facebook by 10x
Increase in sales during events
We have $5,000.
Recommendations:
REI distribution
Online optimization
Let’s put it all together
Spontaneous adventurersPrepared for the unexpected
NW Refuge
Spontaneous adventurersPrepared for the unexpected
NW Refuge
Spontaneous adventurersPrepared for the unexpected
Website
Social media
Social influencers
Events
Comfort when things get rough
Seek your refuge
Thank you
"24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
Columbia: Vendor Interviews." Personal interview. 15 May 2015.
"Forum Discussion." Personal interview. 15 May 2015.
"Meat Jerky Production Industry." IBIS World. IBIS World, 2015. Web. 15 May 2015.
"One-on-Ones Interviews." Personal interview. 15 May 2015.
“Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
Patagonia: Vendor Interviews." Personal interview. 15 May 2015.
REI: Vendor Interviews." Personal interview. 15 May 2015.
"Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to ThisPowerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.
Questions?