Download - CMSM Mkt Plan
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Jordan Martinez
Marc Chabane
James Person
Cook Me Somethin Misters
Marketing Plan
Joe Cassisa
Simon Kegler
Jackie Rezk
Stacy Martinez
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CMSM Background Info
ADGAS Outdoor Products wasfounded 1977
30 Years of a great service recordand a strong customer base
In efforts to expand, CMSM was
born to cater to the tailgatingcrowd.
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CMSM Jambalaya is Born!
CMSM team partners with PaulPrudhomme and Chef George Rhodes
and Magic BrandChef Rhodes creates a pre-packaged Jambalaya Mix for CMSM
distribution
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The Marketing Problem
Limited Brand AwarenessNew Product/New Name
Limited Exposure to Potential Consumers
Entering Market among Several Similar BrandsIncreased Importance for EffectiveAdvertising Methods
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MarketingGoals and ObjectivesIncrease Brand Awareness
Inform consumers about:
What the product is
The corporate company
The products taste and flavor
Where to find the product
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MarketingGoals and ObjectivesIncrease Brand Awareness
Specific Objectives:
increase top-of-mind-awareness by 20%
increase unprompted response by 50%
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SWOT Analysis
Strengths:Jambalaya and All-Purpose Seasoning mixbased on K Pauls recipe
Established RelationshipsChef Paul Prudhomme
Chef George Rhodes
Various New Orleans Personalities
Known commodity among trade shows, events
Cross Promotion
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SWOT Analysis
Weaknesses:Limited Budget
Lack of Distribution Channels
Lack of Product Recognition and Differentiation
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SWOT Analysis
Opportunities:Major sporting & cultural events leading toopportunities to increase brand awareness
through cateringSuper Bowl, Sugar Bowl
Essence Festival, Jazz Fest
Economic downturn pushing consumers downmarket from restaurants to made-at-homedinners.
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SWOT Analysis
Threats:Competition:
Zatarains
Tony Chacheres
Cajun Land Spices
Changes in Buyer Tastes
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Food Trends
Economic downturn fuels home cooking; lesseating out.Quick food preparationGrocery stores responding to consumers who are
redefining the family tableTrend toward beneficial foodsGlutten-free, nutrient added
You are what you eat!
Consumers want to know where their food comesfrom to assure they are eating safely and healthy.Food reflecting the individual.
Consumers are about food that reflects personality.
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Females, 25-54, HHI $40k+
Passionate flavor seekers who love food
Convenient, New Orleans flavor
Confident, savvy
High quality and full of flavor
Outgoing, fun, trusted, approachable
Target Audience
Functional
Benefits
Emotional Benefits
Personality
Reasons to Believe
Great tasting
New Orleans food
Brand Essence
CMSM Target Segment
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CMSMs CompanyCompetitive Advantage
CMSM ZatarainsTony
Chacheres
Product quality H M M
Brand Name Recognition L H H
Uniqueness H L L
Market share L H M
Cross Promo H L L
H=High, M=Medium, L=Low
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Option 1: Traditional Advertising
Radio, Television & PrintLocal Radio and TV StationsGambit WeeklyTimes PicayuneWhere Yat Magazine
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Option 2: Promotions
Demonstrations, Events, Cross-PromotionsGrocery Store SamplingTailgating Promotions
Cross-Promotion with Local Meat Company
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Option 3: Direct Marketing
Direct Marketing CampaignValpak (Coupon Books)E-Mail BlastsDirect Mail
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Alternative Solutions Evaluation
Criteria Weight TraditionalAdvertising Promotions DirectMarketing
Cost 5 2 3 2
Illustrates Vision 4 4 5 2
Brand Awareness 5 3 5 3
Growth Potential
4 3 5 4Ease of
Implementation 4 2 4 4
Total 61 96 65
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Action Plans
Specific Marketing ActionsTailgating
High School & College Sporting Events
New Orleans Saints TailgatingTrade Shows
Cross PromotionsTeam Up with Manda Fine Meats
Demos at Local GroceriesSample Giveaways
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Action Plans
Where, When & How?LA, MS, AL, FL, TN
Southeastern Schools & Local Events
Seasonal vs. Yearlong Marketing Actions(Advantage of Operating in the South)
Word of Mouth
Build University Relationships
Utilize CLC Marketing Services
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Action Plans
Costs$15,000 Advertising/Promotional Expenses
Tailgates and Cookouts (65%)Labor, Travel Expenses, Supplies, Product Costs $9.750
Sponsorships (20%) $3.000
Trade Shows (15%) $2.250
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Evaluation and Control
Measuring The Success of Increasing BrandAwareness
Increase in Distribution
Growth: increase in unit salesMarket Share
Financial Success: Company Profits
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Conclusion
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YUM, YUM
Come Get You Some!