la victoria competitive analysis

Competitive Analysis Team La Victoria July 24, 2013

.  Research

.  Secondary

.  Primary

.  Campaign Recommendations

.  Long term branding initiative

.  Outreach opportunities

.  Social media support

.  Summary

.  Questions

Overview

Background Research

.  Secondary Research

.  La Victoria creative brief

.  La Victoria case study

.  Competitor evaluation

.  Digital

.  Social media

.  Past and current campaigns

Background Research

.  Primary Research

.  Shelf checks

.  Survey

.  Demographics

Insights

La Victoria - 100th Anniversary Campaign

La Victoria was with you when…

La Victoria was with you when...

.  Target Audience

.  Men and women ages 25-54

.  Position

.  A timeless staple in West Coast culture

.  Theme

.  La Victoria was with you when…

.  Indicates brand longevity

.  Creates emotional and nostalgic appeal

La Victoria was with you when...

.  Marketing La Victoria as timeless

.  Break through consumer perceptions

.  Other timeless brands


Long Term Branding Initiative

2014

Lay the Foundation

  Brand history

  La Baca family

2015

Engage Consumers

  Build brand relationship

  La Victoria in consumers’ homes

2016 Expand Further

  Develop deeper connection

  Family Milestones

2017 Timeless Brand

  Gain timeless perception

  Historical U.S. events

Insights

La Victoria - Loco Campaign

If you can handle the heat, get in

the kitchen.

If you can handle the heat, get in the kitchen.

.  Target Audience

.  Spice lovers ages 20-30

.  New market - YAMS

.  Position

.  A dare to test spice lovers’ limits

.  Limited Time Offer

.  La Victoria Loco

.  Ghost pepper (twice as hot as the habanero)

.  Theme

.  If you can handle the heat, get in the kitchen.

.  Supporting Content

.  Attention getter = new users

.  Male messaging

.  Break away from female brand perceptions

.  Thermometer gateway

If you can handle the heat, get in the kitchen.

.  Sporting Events

.  Promotional personnel at entrances

.  Spice challenge booths – “La Victoria’s Kitchen”

.  T-shirt prize

.  Salsa character races

.  Sauce and pepper bars

.  Concessions

.  Executive suites – food samples

.  Crowd sampling

Outreach Opportunities

.  Club Stores

.  Limited time product

.  Small bottles for sale (add to recipes)

.  Spice challenge booths – “La Victoria’s Kitchen”

.  T-shirt prize

.  Thermometer heat level sales

.  Heat dial

Outreach Opportunities

.  Facebook


.  Event announcements

.  Twitter / Instagram / Vine


.  Event interactions

Social Media Support

.  100th Anniversary Campaign

.  La Victoria was with you when...


.  First jarred salsa in the U.S. 1917

.  La Victoria Loco Campaign

.  Attention getter

.  Spice challenges – La Victoria Loco

.  New consumers

.  Thermometer gateway

.  Heat dial

Summary