...Gluten Free in Tennessee Consumer Analysis & Recommendations Spring 2011 Will Haven, Julie Stansberry, Jessica Stephens, Lauren West and Bonnie Willard Table of Contents Executive Summary............................................................................... Situation Analysis................................................................................. Subculture............................................................................................... Likes & Dislikes Behaviors & Characteristics Personal Values Overarching Philosophy What is/is not important to this subculture Communication Outlets & Media Usage Projection of the Gluten-Free Market 1 3 4 Recommendations................................................................................. 11 Conclusion............................................................................................... 15 Appendices............................................................................................. 16 References............................................................................................. 24 Will Haven Julie Stansberry Jessica Stephens Lauren West Bonnie Willard Executive Summary This lifestyle of excluding gluten from one’s diet is practiced by three different types of consumers: those who are allergic to gluten, those who choose not to eat it for nutritional reasons, not medical reasons, and those who suffer from celiac disease. Celiac sufferers make...
Words: 5982 - Pages: 24
...discuss a gluten-free menu item at Subway and how it solves the current need in the target market. It will include strategies on how to attract the target market through correct appeal, quality, and pricing. Pricing is very important because it is something that determines how much your product is worth. There are two well-known pricing strategies, penetration and skimming. Also, important is the product lifecycle, how long will it stay on the current subway menu? In terms of packaging for the new item, will it be different? Or will it use the current packaging that is offered at the restaurant? Another topic discussed in the paper will be the channels of distribution for the new gluten-free product. Detailed Description of Subway Gluten-Free Menu Item Subway has opened more than 22,000 global locations, in the United States Subway is the largest fast-food chain and its franchises can be found worldwide in 77 countries. It became famous as the healthy choice in fast foods through the story of Jared Fogle, a Indiana University College student who claimed to have dropped 245 pounds from eating Subway sandwiches with six grams of fat or less, low-fat chips, and diet drinks. Subway continued to improve its healthy food choice image by adding salads and wraps; this is a trend now found in numerous fast food restaurants including Jack in the Box, Whataburger, Wendy’s, and McDonald’s. For Subway to continue to market the public, it continues to develop several grains that are gluten-free...
Words: 1828 - Pages: 8
...Name: Live Right Eat Good. Aims: The aims of the campaign is promote a sandwich store and encourage eating the healthy option when hungry on lunch breaks or finishing work. Name: Live Right Eat Good. Aims: The aims of the campaign is promote a sandwich store and encourage eating the healthy option when hungry on lunch breaks or finishing work. The campaign will be promoted through bill-boards a recognisable person in the local area will be as a model in the promotion. Business cards will also be used. The campaign will be promoted through bill-boards a recognisable person in the local area will be as a model in the promotion. Business cards will also be used. Target Market: The campaign is targeting workers on who are their breaks, ideally industrial workers as they will need something that will give them amounts of energy for their practical work. Target Market: The campaign is targeting workers on who are their breaks, ideally industrial workers as they will need something that will give them amounts of energy for their practical work. In regards to this campaign and the products being used, the demographic has been selected as they will generate the most sales and profit. In regards to this campaign and the products being used, the demographic has been selected as they will generate the most sales and profit. Target Market Target Market Campaign Brief Why that target market has been selected is because on breaks at work, workers tend buy the quickest...
Words: 1240 - Pages: 5
...Running head: E-Business (QRT2) Task 1 1 E-Business (QRT2) Task 1 Proposal for Online Business Expansion E-BUSINESS (QRT2) TASK 1 2 E-Business (QRT2) Task 1 Proposal for Online Business Expansion A1. Viability of Product Gaia’s Organic Dog Treats is a small but rapidly growing business located in Atlanta, Georgia, which derives the majority of its income from the production and direct-to-consumer sale of organic, grain-free, gluten-free dog treats. Its two best-selling products are 100% organic meat jerky (no additives or other ingredients besides meat) and organic dog biscuits made of unique, non-grain ingredients and offered in distinctive shapes such as miniature cupcakes, pizzas, etc. The company is also developing ancillary products such as dog shampoo that leverage the brand and increase sales to its existing customer base. At present the company does not have an online strategy; it has only a single extremely basic web page referring customers to an email address. All sales are local and distribution is through breeder’s clubs, dog shows, farmer’s markets, and two small boutique-style retail stores catering to very high-wealth individuals. Although growth in the local market remains strong, the company is aware of the potential for eventual saturation. More importantly, it is clear based on the success of their existing product line that there is a tremendous opportunity to grow their sales by expanding beyond the Atlanta metropolitan region. As the owner of a premium...
Words: 8625 - Pages: 35
...Running head: E-Business (QRT2) Task 1 1 E-Business (QRT2) Task 1 Proposal for Online Business Expansion E-BUSINESS (QRT2) TASK 1 E-Business (QRT2) Task 1 Proposal for Online Business Expansion A1. Viability of Product Gaia’s Organic Dog Treats is a small but rapidly growing business located in Atlanta, Georgia, which derives the majority of its income from the production and direct-to-consumer sale of organic, grain-free, gluten-free dog treats. Its two best-selling products are 100% organic meat jerky (no additives or other ingredients besides meat) and organic dog biscuits made of unique, non-grain ingredients and offered in distinctive shapes such as miniature cupcakes, pizzas, etc. The company is also developing ancillary products such as dog shampoo that leverage the brand and increase sales to its existing customer base. At present the company does not have an online strategy; it has only a single extremely basic web page referring customers to an email address. All sales are local and distribution is through breeder’s clubs, dog shows, farmer’s markets, and two small boutique-style retail stores catering to very high-wealth individuals. Although growth in the local market remains strong, the company is aware of the potential for eventual saturation. More importantly, it is clear based on the success of their existing product line that there is a tremendous opportunity to grow their sales by expanding beyond the Atlanta metropolitan region. As the owner of a premium...
Words: 8618 - Pages: 35
...Company Change Analysis In accordance with the Donahue Graduate Business School’s Code of Ethical Behavior, I attest that I have not engaged in any acts of plagiarism or other unethical behavior in completing this assignment. Table of Contents Company Overview | | 2 | | Summary | 2 | | Mission and Values | 2 | | Store Locations and Size | 3 | | Financial Snapshot | 4 | | Global Socrates KLD Report Highlights | 5 | Analysis | | 6 | | Defining Change | 6 | | Top 5 Change Indicators | 8 | | Analysis of Initiatives | 9 | Strategic Recommendations | | 12 | Company Overview Summary Supervalu has been a participant in the grocery retail and supply chain industry for more than 140 years. Through the establishment of 1,114 traditional retail stores, 1,280 hard-discount stores, and 2,700 independent locations serviced by its Independent Business Segment, Supervalu has been able to target millions of customers who are looking to shop in traditional, premium, or hard-discounted stores. In addition, of the 1,114 traditional stores and 1,280 hard-discount stores, 805 in-store pharmacies and 899 stores operated by licensed owners, respectively, also exist within the traditional and discounted stores. Supervalu offers all types of products including, but not limited to, farm-fresh fruits and vegetables, USDA-inspected beef, pork and poultry, and an assortment of general merchandise. In addition, Supervalu is a primary supplier to approximately 1,900...
Words: 3689 - Pages: 15
...pride 8. Varied menu 9. Loyalty from customers and employees External Analysis 1. Numerous awards for customer service- Corporate social responsibility 2. Minimal franchisee fee as compared to KFC. 3. One operator one restaurant 4. Closed on Sunday- loss of market 5. Charity, community involvement 6. Competitors – McDonald’s , Burger king, Taco Bell, Subway, KFC 7. New outlets to drive growth 8. Fluctuating prices 9. New health care reforms impact 10. Criticism from media 11. Controversy for supporting bilingual marriages Strategies 1. Release stronger, more aggressive advertisement campaign for one year. 2. Create good will by creating jobs and stepping up customer service. 3. Promote Chick-fil-A “Going Green” recyclable products continuously throughout the two year campaign. 4. To create goodwill by creating a partnership with the Children’s Hospital next month. 5. Become more inclusive and diverse by rolling out new food lines that...
Words: 374 - Pages: 2
...The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers. Rebecca Simmons MBA FP-6012 Assessment 5 | The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand...
Words: 3312 - Pages: 14
...To begin, this essay explores Glenilen yoghurts, a small artisan dairy business located in the heart of West Cork. Glenilen Farm is an artisan dairy products business located in the rural area of Drimoleague, County Cork which is run by Alan and Valerie Kingston. Alan’s family has been tending to the same small dairy farm in Drimoleague for generations. Nestled on the banks of the River Ilen, from which Glenilen have taken their name, Glenilen Farm is a perfect setting for dairy farming. The hills of Drimoleague, County Cork provide their cows with a rich and plenteous supply of healthy green grass, which in turn supplies Glenilen with the rich tasty milk, which has become the core and fundamental ingredient in all of their delicious products, in particular their yoghurts. In the past, Valarie Kingston enjoyed baking and experimented with her culinary skills using fresh, home-produced raw materials. It all started in 1977 when Valerie began using this milk to make homemade cheesecakes for country markets. Her cheesecakes, made with local fresh, simple ingredients, proved to be an immediate hit and quickly gained popularity and from that small beginning a very successful enterprise Glenilen Farm began. What started out as a pastime continued to thrive and grow, and in doing so transformed a small family dairy farm into a busy and buzzing enterprise. (Glenilen Farm Our Story, 2009) An old saying that perfectly sums up their business is ‘Good things come from small beginnings’...
Words: 1833 - Pages: 8
...Table of Contents Executive Summary Introduction Situation Analysis Product & Service Market Market Trends and Growth Distribution Network Competitive Current Financial Situation Historical Marketing Efforts Macroenvironment SWOT Analysis Internal External SWOT Action Plan Campaign Objectives and Critical Issues Marketing Communications Marketing Strategy Target Market Positioning Marketing Mix Creative Strategy Strategy Statements Tactics Advertising Tactics Public Relations Tactics Digital Tactics Promotional Tactics Market Research Quantitative Qualitative Implications Internal Communications Timeline Budget & ROI Evaluation Conclusion Appendix MENU Feature Survey Instrument 3 5 7 8 10 11 12 17 18 21 23 23 24 26 28 28 28 29 31 33 34 37 39 41 43 43 46 48 49 50 51 52 53 2 Executive Summary Wegmans Food Markets is a grocery retailer that has enjoyed considerable and enduring success while displaying wisdom through adaptability. Based on an evaluation of the company’s sales, markets, as well as consumer trends, an integrated marketing communications plan has been developed for the implementation of a campaign to capitalize on the growing demand for organic food in Wegmans’ New York State markets. While Wegmans serves market areas in six states, this IMC plan is focused on the regions of New York in which Wegmans operates; Buffalo, Rochester, Syracuse, Southern Tier and Finger Lakes. As the focus of this plan is simply expanding...
Words: 11006 - Pages: 45
...Türkiye, Anadolu Akvaryum ve Pet Urunleri San Tic AS, Tropikal Bahçe ve Evcil Hayvan Ürünleri AS and Mars Inc * Increasing awareness of dog nutrition, positively impacts the performance and is altering the choice of dog food consumers select nowadays * Dog treats records the most vibrant performance in 2014 with 23% current value growth * Average unit price of dog food registers 1% growth in 2014 * Tropikal Bahçe ve Evcil Hayvan Ürünleri AS continued to lead dog food with a total value share of 17% * Over the forecast period, dog food value sales are set to rise at a value CAGR of 6% at constant 2014 prices, to 2020 Trends in dog food The Turkish dog food market is expected to record a 12% current value growth in 2015 compared to the figures of 2014. The main influences behind this enhanced performance are due to the increase in dog ownership, due to the rising need for companionship within urban districts. Moreover, the increase in awareness of dog health will lead to a growing demand for premium dog food. Additionally, the rising awareness about dog nutrition will increase the amount of people feeding their dogs with prepared dog food, instead of meal leftovers. In 2015, total dog food sales registered 12.4% value growth, gaining a rise of 0.6% growth, compared to the 11.8% increase recorded in 2014. Besides the increase awareness about dog nutrition, new products were launched, which increased the availability of dog food. Therefore, positively affecting...
Words: 2848 - Pages: 12
...structure…………………………………………………………………7 3.1 Description of the business………………………………………………………7 3.2 Management Philosophy…………………………………………………………7 3.3 Menu Concept……………………………………………………………………..7 3.4 Pricing………………………………………………………………………………8 4.0 Market analysis and strategy…………………………………………………………….8 4.1 Marget Segmentation……………………………………………………………10 4.2 Location……………………………………………………………………………12 5.0 Advertising and promotional campaign…………………………………………………13 5.1 Media Marketing…………………………………………………………………..13 6.0 Conclusions and summary……………………………………………………………….13 7.0 Reference/Works cited …………………………………………………………………14 1.0 Executive Summary F & H, or Fast & Healthy, will be a moderately priced health conscious restaurant offering a variety of popular and great quality food and beverage options in a fast casual type atmosphere. This business concept provides a quick and healthy option for easier access to affordable and health conscious fast food options. The public want choices that are fast, fresh, and even friendly to a variety of diets, from vegans to gluten-free, that are also inexpensive. F & H, Fast and Healthy, is going to be a fast casual chain of restaurants, soon to exponentially grow and expand throughout the United States. F & H will provide people great quality food...
Words: 2793 - Pages: 12
...Question 2 Issue of Poverty The issue of poverty is huge all around the world. Poverty sometimes happens because of a high rate of unemployment often even certain illnesses. Almost half the world over 3 billion people live on less than R32.77 a day. Over one billion children live in poverty all over the world. 640 million live without suitable housing, 400 million have no access to safe water, 270 million have no access to health services. A report said due to South Africa's “slightly progressive” tax system and “highly progressive” and well government spending, around 3.6 million people have been lifted out of poverty, halving the number of South Africans living on less than R16.35 a day. Grants, free basic services and taxes favouring the...
Words: 1015 - Pages: 5
...A private club, with a rich community history, faces the challenge of membership declines and shrinking profits. Like many private clubs, the Hershey Italian Lodge’s declines are driven by economic downturns, aging membership, and increased competition. This document explores the hardships facing the club as well as some alternative action steps the lodge can take to meet those adversities head on. Marketing Plan The Hershey Italian Lodge Stamey 1 Company Overview The Hershey Italian Lodge (HIL) is in its 94th year of operation. Located in the heart of Hershey, PA, HIL was established by a small group of Italian men in 1920. The name Nuova Societa Italiana Indipendente Di Mutuo Soccorso Per Uomini was, and still is, the true name of the lodge. It means, Men’s New Independent Italian Mutual Benefit Society. HIL is a private men’s social club that includes a bar &restaurant serving a traditional style Italian menu, a banquet, and other activities and amenities. As a staple of the Hershey community for many years, the HIL is well known and respected throughout the area. The primary goal of the lodge is to preserve their heritage and build a strong, close community. The mission statement is, “…to provide a comfortable, friendly, affordable, family atmosphere for our members and guests.” The saying “Ieri, Oggi, Domain, Sempre Fratelli” is the motto of the organization and is printed at the bottom of each quarterly newsletter. Translated, this means, “Yesterday, Today...
Words: 6707 - Pages: 27
...Deborah Nacimiento Enabling Connections 1 1. 2. 3. 1. 2. Background Situation Analysis Recommendations 3.1 Purpose 3.2 Ideal Target Customer 3.3 Positioning 3.4 Branding 3.5 Product 3.6 Service 3.7 Promotion 3.7a Themed Fundraising Event 3.7b Lead Generation 3.7c Lead Conversation Appendix Reference List Enabling Connections 3 4 5 6 7 8 9 10 11 12 13 14 15 34 2 Rhinegeist is a brewing company located in Over the Rhine, Ohio. Founded by Bob Bonder and Bryant Goulding in 2013, Rhinegeist embraces the heritage and culture of the Over the Rhine. Their brew house was established in an old brewing facility built in the 1890s. Rhinegeist translates to “The Ghost of Rhine”, which comes with deep heritage of Over the Rhine. Rhinegeist wants to bring the tristate area together through enabling connections with their brew house. Through this, Rhinegeist will revive the community in Over the Rhine. However, they are still trying to attract customers from the northern Kentucky region. Enabling Connections 3 Summary of SWOT Analysis Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist...
Words: 8282 - Pages: 34
