Case Study Of Gourmet

F16 expenses

Our total Marketing spend for 2016 is $12.5m. This represents 44% of our first year sales. We will focus on TV, Digital, Trade Activations, Print, Influencer Engagement.

Our overall marketing campaign will focus on building brand equity for Gourmet Selects through awareness and affinity and closing the sale by driving reinforcement and trial. We will engage with our target consumer with a 360-marketing campaign that includes TV, print, trade activations/promotions and digital which will include Influencer partnerships. Our target is heavily engaged in digital marketing, making digital channels our primary focus throughout 2016. We want a huge online presence that will focus on engaging the consumer through branded content and

We know in advance that due to the nature of our product, we will have more opportunities to increase our sales in quarters two and three. Our focus this quarter will be to continue building brand equity and driving trial. We estimate 20.5% of our sales will come from this quarter ($5.86m). By the end of the fourth quarter we anticipate on building momentum to kick off our quarterly program in 2017. Total spend for this quarter will be approximately 15% ($1.89m) of our total budget, making it the least amount we will spend for the year. However, we feel with a sole focus on digital from quarter three, we will have grown our online presence and have greater brand awareness in comparison to previous quarters. We will focus our holiday promotion (nov-dec) with Gourmet Selects advertising in connection with Unilever’s “Share a Meal Campaign”. Our consumers will have the opportunity to give back during the holiday season. Gourmet Selects will connect with consumers under this campaign through digital brand content, trade activations and in store promotion. Also during the Holidays our below the line (BTL) visuals will change. We will still run general advertising images in October, but will budget for new online $200k BTL and OOH images for the new campaign. Total non working for this quarter is $60,000, trade activation $400,000 and $150k samples digital $998,000. $5k

From a report published by JWT, eight out ten American prefer to read magazines in their traditional format. Millennials felt more connected than with digital notes. They also like coupons, recipes, etc. so print plays a large in our marketing collateral. In addition, They represent the majority of all legacy magazines (i.e. Vogue, The New Yorker, etc.) online readership. Since traditional magazines still charge the same in the digital and traditional format, we called this area print. We will have a few print ads, but will focus on a larger digital presence. Our focus will be relevant magazines, Bon Appetit, Food Network Magazine. We will place ads for Gourmet Selects in relevant magazines in our key markets identified under target market. In this demographic we found magazines that are catered to food and fashion are a huge trend. There are two areas in print where magazine readership has increased: Fashion and Beauty. Therefore, we will also feature ads in Alla Carta, Cherry Bombs and Our ad will feature quality, hi res images that focus on social interaction with food. It will be social, fun and energetic.

Below the line

In Store Promotions

We will seed our product in retail locations through in- store promotion that will attract consumers to our product. We will create high end and attractive POP. We will clearly communicate our brand message with case displays Wobblers, Shelf Talkers and End Cap displays.

Samplings

We will use this shopper marketing