group 7_oscar mayer

7/23/2019 Group 7_Oscar Mayer

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OSCAR MAYER : STRATEGICMARKETING PLANNING

CASE DISCUSSION BY :• RONAK SHARMA

• MOUKTIK ADAK

• SHAGUN BHATNAGAR

• SANKET ROY

• POOJA RAWAT

• UTKARSH PRASAD

• NIKHILESH S

• AMBER A.



SO WHAT IS IT ALL ABOUT ?

Marcus McGraw Pr!s"#!$% & Oscar Ma'!r ())# D""s ,ac"$- a c)/0!1 2us"$!ss c3a00!$-! :

• McT"!r$a$ c)r/. c)$su0%"$- 4r + 3as c)! )u%a0ar"$- ar5!% r!s!arc3 r!/)r%.

• D"6!r!$% )/"$")$s a$# *"!ws 2' 7 ), %3! 2!s% a

a% Oscar Ma'!r %) c)$%r)0 %3! s"%ua%")$.



Mar5!% R!s!arc3 R!/)r% : H"-30"

Processed meat market is undergoing turbulent ch

Tra#"%")$a0 r!# !a% /r)#uc%s ar! u$#!r a%%ac5 ,2!"$- %)) 3"-3 "$ ,a% c)$%!$%.

R!c!$% ac8u"s"%")$ ), L)u"s R"c3 I$c. %ur5!' 2as

w3"%! !a% /r)#uc% 0"$!+ 3as /a"# )6 . H)w!*!r & %3%) 2u"0# %3! s!c)$# 2ra$# "s 3"-3. A0s)& %3! -r)w%3 rs0)w.

Gr)w"$- c)/!%"%")$

Tar-!% au#"!$c! c)$s%a$%0' 0))5"$- ,)r $!w /r)%3a% ar! ,as%!r a$# !as"!r %) us!.



T3! #"*"s")$ s3)u0# c)$%"$u! %) ,)cus )$ 2r)a#!$"$-c)$%!/)r";"$- "%s /r)#uc% 0"$!s a-a"$s% !!r-"$- 3!ac)$*!$"!$c! %r!$#s & w3"0! car!,u00' a00)ca%"$- "%s "$*!

)$"!s %) #!0"*!r 2)%3 s3)r% ru$ a$# 0)$-!r ru$ /r)4%s

Su--!s%")$s =

• A## $!w 2!$!4%s %) curr!$% /r)#uc%s

• S%r!$-%3!$ 9 D"*!rs",' /r)#uc% 0"$!s *"a ac8u"s"%")$s

• I$%!r$a00' #!*!0)/ $!w /r)#uc%s %3a% %a/ %3! $!w $!!

M



HERE COME THE COWBOYS



ROB GOODMAN = LOUIS RICH CATEGORMANAGER

White meat products are on trend

Boost our brand awareness-Switch to Rich

Campaign

Introduce new products-LR turkey bacon

&Great Roast Turkey

Increase d!ertising and "romotion Budget by



JANE MORELY = DIRECTOR & (INANCE PLANNING

'ocus on c(uisitions o) sma

companies

Chicken Rite Inc*

Turkey Time Ltd*

Crabbies Inc*

%y +pinion, Turkey Time

Cosest to our know how

LR .pansion



JIM LONGSTREET

ddress changing consumer i)e

styes

In!ent a new category o) )ood ,

0appetities, %iniaturi1ed )amiy

)a!ourites2 3'ast )ood at home

'ree1er to microwa!e to mouth in

45 Seconds

Lunchabes, Idea )or working mom6s*



ERIC STANGER = @P & OSCAR MAYER

Get back to the basics on +% Business ,

Take 859 per package price cut on top : +%

branded items

Increase the &" Budget by # $; %%

Reinstitute the Wienermobie promotiona

programme

'ormuate a ow )at & sat ine o) +% Brand th

R&<



BCGM)#!0

APPETITES

LUNCHABLESWHITEMEAT

RED MEATOSCAR MAYERSSTU((S N BURGE



STRATEGIC DECISION MAKING

W>T C>/G< T> "RSI</T6S "RS"CTI?

W>T STRTGIC <CISI+/ %AI/G "R+CSS

%cGRW "=RS=@

• The report produced by %cTiernan showcases

chaenges +% is ikey to )ace in the near )utur

• The responses gi!en by the managers regard

the present scenario changes the perspecti!e o

"resident*



• WHAT STRATEGIC DECISION MAKING PROCESS DOMcGRAW PURSUE?

Ass!ss"$- %3! /r!s!$% sc!$ar")

R!*"!w %3! ar5!% a$# 2!%s as /r!s!$%!# 2'c)$su0%a$%

E*a0ua%! %3! a0%!r$a%"*!s /r)*"#!# 2' %3! ,)ura$a-!rs

("$a0 D!c"s")$



'a!oured<epartment

Louis Rich +scar %ayer Inno!ation

Louis Rich • S0)w!# -r)w%3 ra%! • (u$#s r!8u"r!# ,)r"$$)*a%")$ w"00r!#uc! #u! %) AP

•

+scar %ayer • S3",% "$ ,)cus ,r)curr!$% c)$su!r%r!$#

• N) $!w /r)#uc%s "$%3! /"/!0"$!

•

Inno!ation<epartment

• R"s5 ), 0)s"$-ar5!% s3ar!

• R"s5 %) %3! /r)#uc%"$ cas3 c)wca%!-)r'

•

c(uisitions • R!#uc%")$ "$ AP • R!#uc%")$ "$ AP • D!*!0)/!$% ), "$3)us! /r)#uc% -!%sa6!c%!#

NEGATI@E E((ECTS AND THEIR MITIGAT



COMPETITION

• Strength o) competitor

• "roducts according to market

trend

• /ew technoogy

• Lower prices

• 7ect on +scar %ayer

• Reduction in %arket share

•

Loss in brand !aue• In!estment

• &"

• c(uisitions

• R&<

• Weakness o) competitor

• Low on market share

• Low (uaity products

compared +%LR

• 7ect on +scar %ayer

• I) prices are reduced ost

market share can be

regained• In!estment

• R&<

• &"



?IBILITD STRTGD

%ost !iabe ric Stanger-+scar %ayer

Second most !iabe Eane %orey-c(uisitions

Least !iabe Rob Goodman- Louis Rich

@IABILITY O( OPTIONS



?IBILITD STRTGD

ric Stanger-+scar %ayer

• Reduction in prices may ead to higher market share• R&< resources to )ormuate a ow )at ine )or +% produc

Eane %orey-c(uisitions

• .pansion o) LR is possibe• >eathy & con!enient product at reati!ey ow risk

@IABILITY O( OPTIONS



"R+<=CT STRTGD

Lunchabes

• %ore ikey to succeed• asy to pack • Idea )or working moms• >igh appreciation2 Low e7ort

0appetites • Less ikey to succeed• Simiar to )aied )ro1en product-+% Stu7 / Burg• Same od )ast )ood*

LUNCHABLES OR APPETITES?

group 7_oscar mayer

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