MBM CIP final Alec_Justice

How to increase millennial shoppers awareness of

Made by Mavistm jams and entice them to try one?

By: Alec Justice

Table of Content2

How to increase millennial shoppers awareness of Made by Mavistm jams and entice them to try one?

one background………………………………………………………………………………….. 3

two methodology…………………………………………………………………………………. 4

three recommendations overview…………………………………………………………………. 5

prime prospects….…………………….……………………………………………………. 6

brand positioning….…………………………………………………………………………. 7

driving trial……………………………………………………………………………………. 8

four about the author……………………………………………………………………………… 9

five appendix……………………………………………………………………………….…….. 10

One. Background

• Made by Mavis is a local business that produces artisan jams,

jellies, syrups, and sauces. They are hand crafted within a French

copper jam pot using organic spices and ingredients. MBM has a line

of unique different flavors not seen with other jams. These products

can be hard to locate and are higher priced than other jams. This

price point is one of MBM biggest threats due to its high production

cost. Increasing awareness and millennial trial in these jam products

is a huge objective of MBM jams.

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Two. Methodology4


As a class we conducted an online sample survey of random individuals (N=449). The survey was open from November 24, 2015 until December 2, 2015. Participants were asked to answer the 15 minute survey and react to each question accordingly. Data was analyzed and frequencies were conducted on only millennial classified data sets. The millennial classified data has been organized and displayed within charts and percentages within the appendix. Excel was used to calculate frequencies and generate bar charts.

Three. Recommendations Overview

• My first recommendation is for the relocation of MBM products to the organic/natural section in Kroger.

• When sampling the product, focus on presenting the consumers with a positive experience that is associated with the product. Including posters and examples of the use of MBM jams.

• Inform the potential customers of different unique pairings that are delicious with MBM jams.

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How to increase millennial shoppers awareness of

Made by Mavistm jams and entice them to try one?

Three. Prime Prospects

• Targeting millennials whom are middle to upper-class whom purchase organic/natural products will be the best way to achieve our objective.

• These millennials will be more interested in organic/natural jams and will be more willing to pay the prestigious price of MBM products.

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Three. Brand Positioning

• What should MBM inform its target about?• MBM is organic/natural

• MBM is hand made

• MBM jam is different than normal jams

• MBM jams are used for creating high-quality artisan pairings

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Three. Driving Trial

• To drive trial of MBM jams we must understand what our target market is willing to try on an impulse. We will be sampling select flavors of MBM jams (page 18 & 19 for more info) that will increase awareness and trial of MBM products with millennials.

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Four. About the Author9


Alec Justice

Store Supervisor and Marketing Student

Remke Markets, Northern Kentucky University

[email protected] | 859.322.2737 | https://www.linkedin.com/pub/alecjustice/93/5a4/212

“I love spending time with my friends and family. Some of my

hobbies include snowboarding, camping, and exercising. I am

a computer hardware enthusiast and love building computers.”

Five. Appendix10


Table A Generation analysis………………..………………………………………………….. 11

Table B SWOT analysis………………………………………………………………………… 13

Table C Competitive analysis…………………………………………………………………… 15

Sample Survey Where do millennials shop?………………………………………………….……….. 16

Sample Survey Where should the product be?……………………………………….……………… 17

Sample Survey What is MBM most interesting flavors to millennials?................................. 18

Sample Survey What to pair MBM jams with?…………………………………………….………..... 20

Sample Survey

Sample Survey

Reference

Findings…………………………………………………………….….……………….

Final recommendation………………………………………………………………..

List……………………………………………………………………………………….

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Table A. Generation Analysis

• Demographic

• Generation-Z- Ages 1-17, education with technology, large amount 1

• Millennials- Ages 18-33, women are money makes for families with kids, job hoppers, more college education, less religious, majority white, politically progressive, more liberal 1

• Generation-X- Ages 34-49, The middle of generations, high labor workforce, highest income 1

• Baby Boomers- Ages 50-68, high population, job security, religious, high divorce rates 2

• Silent Generation- Ages 69-84, WWII, Majority Caucasian, Dominate male education, veterans 1

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• Psychographic

• Generation-Z- like brief content, more curious, Realist mindset, Creative 1

• Millennials- More concerned with personal health, interracial relationships, spend more money, less compassionate, self-reliant, hardworking, enjoy leisure activities 3

• Generation-X- pessimism about retirement, think they’re non-unique, smart, skeptical, flexible 1

• Baby Boomers- self-absorbed, demands recognition, “age hating” (want to be young again) 2,1

• Silent Generation- Logical, authority rules, respectful, disciplined 1

Methodology: Online resources such as Gallop and Pew Research were used to gather all information presented for my generation analysis.

Table A. Generation Analysis(cont.)

• Behavioral

• Generation-Z- prefer newer streams of social media ex. Snapchat or whisper, multitasking prone, communicate with images, future focused 1

• Millennials- digital wallets, internet use perceived as private, stream online music, radio for music discovery, digital viewing of media/TV, first to embrace social media 3

• Generation-X- respectful, high work ethic, self-sufficient 1

• Baby Boomers- buys large amount of physical items, uses self-image to make decisions 2

• Silent Generation- High conformity, respect of law, low conflict, past oriented, low technology use 1

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Bottom LineGeneration-Z

• 1. Electronic/online creative options ordering

• 2.Personal social media campaign on Snapchat

Millennials-

• 1.Interest in health and all natural ingredients

• 2.Social media and website campaign

Generation-X-

• 1. Respectful interaction

• 2. Flexible and casual environment

Baby Boomers-

• 1. Public self-image centered

• 2. Religious environments

Silent Generation-

• 1. Simple and low technology

• 2. Respectful old fashioned environment

Methodology: Online resources such as Gallop and Pew Research were used to gather all information presented for my generation analysis.

Table B. SWOT analysis13


Strengths Weaknesses

• Locally owned and operated4

• Unique different flavors including seasonal

options4

• Hand made jam made with organic spices and

local produce4

• Available for sale online with food suggestions4

• Gift boxing options for product4

• Jam club and classes4

• Owner trained at #1 culinary school in Chicago4

• 100% increase in sales4

• All jams are produced in-house locally4

• Strong local presence, Martha steward4

recognition4

• Market only spans tristate area4

• Limited kitchen area4

• Hard to locate within retail stores4

• Low availability in retail stores4

• High product price compared to competition4

• Low product awareness, limited advertisement4

• Small social media activity/presence4

• Low interaction with customers4

• Website is outdated and has broken website

links4

• Jam club is high priced4

Bottom Line: Hand made jam made with organic

spices and local produce

Bottom Line: High product price compared to

competition

Methodology: Secondary data obtained through Bluezzoon social media

Table B. SWOT analysis14


Opportunities Threats

• Millennials increase in interest in trying artisan

jams4

• Growing demand of organic products4

• Coupons and promotions of products4

• Increase in flavor variety4

• Word of mouth advertisement and local news 4

• More interest in “eat local” movement4

• Social media campaigns4

• Popularity on amazon and in Kroger natural

sections4

• Millennial loyalty to quality brands4

• Pressure on farmers to grow organic quality

products4

• Strong less expensive competition in local retailers

• Limited availability of required ingredients4

• High price jams can be intimidating to consumers4

• Placement in Kroger highlights how expensive MBM

jams are compared to competition4

• Jams/jellies are not a product that is in high demand4

• Packaged ingredients being cheaper vs organic4

• Millennials enjoy shopping at target instead of Kroger4

• Millennials avoiding high sugar products4

• Product being dropped by retailers4

• Kroger employees not aware of MBM products4

Bottom Line: Millennials increase in interest in

trying artisan jams

• Bottom Line: Placement in Kroger highlights how

expensive MBM jams are compared to

competition

Methodology: Secondary data obtained through Bluezzoon social media

Table C. Competitive Analysis 15


Competitive Analysis Made by Mavis Smuckers Bonne Maman

Strengths 1. Locally owned and operated4

2. Hand made jam made with

organic spices and local

produce4

3. All jams are produced in-house

locally4

4. Unique different flavors including

seasonal options4

5. Available for sale online with

food suggestions4

1. Number one company in

industry7

2. Highly adhesive brand7

3. High incentives for employee

success 7

4. Expanding line of products 8

5. Wide product line of co-branded

products 8

1. International presence10

2. Partnership with Bray Leino10

3. French snack products10

4. Strong distribution11

5. High popularity in UK11

Weaknesses 1. Market only spans tristate area4

2. Limited kitchen area4

3. Hard to locate within retail

stores4

4. Low availability in retail stores4

5. High product price compared to

competition4

1. High risks with new products 8

2. New products poorly supported 8

3. Declining operating income 9

4. Struggling profit margin 9

5. Missed earnings in past

quarters9

1. Low awareness11

2. Lack of new ideas11

3. Low market penetration in U.S.10

4. Reliance on Bray Leino for new

ideas10

5. Low target Market10

Bottom Line Strength- Hand made jam made

with organic spices and local

produce4

Weakness- High product price

compared to competition4

Strength-Number one company in

industry7

Weakness- New products poorly

supported 8

Strength- Strong distribution11

Weakness- Low awareness11

Recommendation MBM products should highlight its unique products, and try to penetrate the market for unique natural flavors. If successful MBM will be able to grab the market that Smuckers failed to penetrate.

Methodology: Online resources such as Bluezzoon SM, Fast Company, Motley Fool, Advertising Age, The Drum, The Mission, were used to gather all information presented for my competitive analysis.

Sample Survey. Where do Millennials shop?

• 54% of male millennials shop at Kroger weekly.

• 6% of male millennials shop at Remke weekly.

• 68% of female millennials shop at Kroger weekly.

• 2% of female millennials shop at Remke weekly.

Bottom Line: MBM products will have a larger reach to millennials if their product is available at Kroger grocery stores.

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Methodology: As a class we conducted an online sample survey of random individuals (N=449). The survey was open from November 24, 2015 until December 2, 2015. Participants were asked to answer the 15 minute survey and react to each question accordingly. Data was analyzed and frequencies were conducted on only millennial classified data sets.

Sample Survey. Where should the product be?

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167158

142

183

197

128

239

86

0

50

100

150

200

250

300

Shop regularly in? Rarely shop in?

Where do millennials shop in at a grocery store?

Natural market section(n=326) Jam/Jelly ection (n=324)

Ice cream section (n=325) Sweet snacks section (n=326)

• 51% of millennials shop in the natural section regularly.

• 44% of millennials shop in the jam/jelliessection regularly.

• 60% of millennials shop in the ice cream section regularly.

• 73% of millennials shop in the sweet snacks section regularly.

Bottom Line: MBM should not place its product in the jam/jelly section, due to the low amount of regular traffic. Instead MBM should relocate to the natural or ice cream section.


Sample Survey. What is MBM most interesting flavors to millennials?

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41

6055

50

36

48 46

65

44

56 58 56

73

5965

70

0

10

20

30

40

50

60

70

80

What flavors are males interested in?

The top three flavors selected by male millennials are:1. Strawberry mango at 53% interested2. Winter berry at 51% interested3. Tropic thunder and Dark chocolate raspberry both at 47% interested


Sample Survey. What is MBM most interesting flavors to millennials? (cont.)

• The top three flavors selected by female millennials are:

1. Winter berry at 66% interested

2. Strawberry mango at 65% interested

3. Dark chocolate raspberry at 51% interested

Bottom line: We have found out that male and female millennials both are interested in MBM dark chocolate raspberry, winter berry, and strawberry mango jams. Asking millennials to taste these three flavors will increase the chance for trial in our target market.

(potentially rename or change granny marmalade 31% interest)

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64

83

6972

6063

77

95

55

94 9590

122

79

92

124

0

20

40

60

80

100

120

140

What flavors males are interested in?


Sample Survey. What to pair MBM jams with?

The most popular pairing foods with millennials are:

1. Bagels (64% male, 73% female)

2. Waffles (70% male, 60% female)

3. Croissants ( 64% male, 69% female)

4. PBJ ( 60% male, 64% female)

5. Pancakes ( 67% male, 60% female)

Bottom line: This data shows that many millennials have not tried irregular pairings with jams, such as ice cream or turkey. By allowing trial of these unique pairing, MBM can establish a new market for its jams.

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CreamCheese(n=135)

Glaze forChicken(n=135)

Turkey(n=134)

Pancakes(n=133)

Waffles(n=135)

Croissants (n=133)

Bagels(n=135)

PB&J(n=134)

Crackers(n=133)

Ice Cream(n=135)

Male 56 70 78 92 96 88 88 83 88 59

Female 117 109 102 113 113 129 136 119 118 77

56

7078

9296

88 8883

88

59

117109

102

113 113

129136

119 118

77

0

20

40

60

80

100

120

140

160

What pairings do millennials want their MBM jams with?


Sample Survey. Findings

So from this sample survey we have learned a lot about MBM jams and how millennials view their product. We now know:

1. MBM products will have a larger reach to millennials if their product is available at Kroger grocery stores.

2. MBM should not place its product in the jam/jelly section, due to the low amount of regular traffic. Instead MBM should relocate to the natural or ice cream section.

3. Both male and female millennials both are interested in MBM dark chocolate raspberry, winter berry, and strawberry mango jams. Asking millennials to taste these three flavors will increase the chance for trial in our target market

4. Many millennials have not tried irregular pairings with jams, such as ice cream or turkey. By allowing trial of these unique pairing, MBM can establish a new market for its jams.

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Sample Survey. Final recommendation

My final recommendation is for MBM to relocate its product in Kroger stores to the organic and natural market section or closer to ice-cream. This will allow MBM products to be easier to find. Their current location is tedious to find and could impact potential sales.

After relocating the product, sample jams that are easy to get people to try. Sampling winter berry, strawberry mango, and dark chocolate raspberry will have the highest trial percentage. Pair these jams with unique options that people like, but would not expect to be with a jam. Examples include ice-cream, turkey, pancakes, or waffles. All of these items are unique and likes by our target market.

Finally present these jams as a prestigious experience. Justify the high price of the jams by explaining how MBM jams hand crafted naturally with organic spices and local produce.

These recommendations all relate to our target market of millennials and also establish a unique point of differentiation from other jam products.

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Reference. List

1. Pew Research. (2015) Comparing Millennials to Other Generations. Pew Research. Retrieved from: http://www.pewsocialtrends.org/2015/03/19/comparing-millennials-to-other-generations/

2. Gallop. (2015) As Baby Boomers Retire Its Time to Replenish Talent. Gallop. Retrieved from: http://www.gallup.com/businessjournal/181295/baby-boomers-retire-time-replenish-talent.aspx?g_source=generation%20z&g_medium=search&g_campaign=tiles

3. Gallop. (2015) How Hotels Can Engage Gen X and Millennial Guests. Gallop. Retrieved from: http://www.gallup.com/businessjournal/173537/hotels-engage-gen-millennial-guests.aspx?g_source=generation&g_medium=search&g_campaign=tiles

4. Bluezzoon (2015) Creating marketing superheroes since 2010. Instagram. Retrieved from: https://instagram.com/bluezzoon/

5. Made by Mavis (2015) Welcome to Made by Mavis! Myshopify. Retrieved from: http://made-by-mavis.myshopify.com/

6.Facebook (2015)Food/Beverages. Facebook. Retrieved from: https://www.facebook.com/madebymavis

7.Fast Company(2015) 100 Best Companies. Fast Company. Retrieved from: http://www.fastcompany.com/663948/100-best-companies

8.AdvertisingAge(2013) Smuckers Growth Plans Include Blueberry Coffee, Almond Jif and China. AdvertisingAge. Retrieved from: http://adage.com/article/news/smucker-s-growth-plan-includes-blueberry-coffee-almond-jif-china/239907/

9.Motley Fool(2006) Smucker’s Earnings Jam. The Motley Fool. Retrieved from: http://www.fool.com/investing/dividends-income/2006/11/20/smuckers-earnings-jam.aspx

10. The Drum(2014) Bonne Maman Recruits Bray Leino to Help Grow Sales in UK. The Drum. Retrieved from: http://www.thedrum.com/news/2014/05/08/bonne-maman-recruits-bray-leino-help-it-grow-cake-and-biscuit-range-sales-uk

11. The Mission (2014) Bonne Maman Appoints Bray Leino Following a Competitive Pitch. The Mission. Retrieved from: http://www.themission.co.uk/news/bonne-maman-appoints-bray-leino-following-a-competitive-pitch/

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MBM CIP final Alec_Justice

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