Hector Fernandez is a restaurateur running a successful Mexican restaurant in Taos, New Mexico. For his restaurant, Hector created an own salsa, which is different than the salsa available on the market (and superior in the eyes of his customers). He got encouraged to start selling his salsa regionally in the state. Thus he contacted a marketing agency to assist him with setting up a new brand to promote the salsa.
At first, the business requires a name that indicates the product. Since Hector could sell other items related to salsa (Nachos…) he requires a brand name that works for a group of salsa related products. The most important characteristic is a reference to Mexico. Since Hector sounds Mexican he could use his name as part of the brand
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Pace is owned by Campbell Soup Company, and Old El Paso is owned by General Mills, both huge food manufacturers. In order to avoid brand parity with these big brands, Hector’s company and product need unique characteristics to give patrons a reason to buy Hector’s products. Both, Old El Paso and Pace, are not authentic companies because huge corporations run them (General Mills is located in Minneapolis, Minnesota; Campbell’s is located in Camden, New Jersey). Hector needs to capitalize on the fact that his salsa is not only superior but also authentic Mexican food. Such a product doesn’t seem to exist on the market yet. Thus, Hector could operate in a niche market of customers buying high quality, authentic salsa. Also, both major competitors do not focus on salsa. Hector has a salsa with unique texture and taste. A product with different features helps to avoid brand parity with …show more content…
Hector should seek advertisement alternatives in area with low “noise”. Billboards for example are relatively cheap ways to gain attention. People in cars are bored most of the time. Thus, they will more likely pay attention to billboards. Furthermore, people on their way to work wills see the same billboard multiple times and will therefore recognize Hector’s product more easily in a supermarket. Hector could also use traditional media such as newspaper. His main competitors will most likely not utilize local newspapers.
To attract first time customers, Hector should consider giving out coupons for patrons to test the product for free or a reduced price. It is crucial to get people to sample the product to convince them of the superior salsa. Therefore, Hector could attend events around New Mexico and give samples to visitors.
In five years, the tactics used to advertise the brand will differ greatly because by that time the brand should already have a solid customer base and should be recognized by a big number of potential
Mariah Carey is one of the top pop singers in America today. On an average, her CD’s sell for fifteen dollars. However, many find it easier to purchase a “knock-off” for a cheaper price than to purchase the real thing. For instance, an individual can purchase the exact CD at a local flea market for five dollars and save the extra ten dollars for something else. In the short story, “The Great Taco War,” Jose Antonio Burciaga informs readers that fast food industries like Taco Bell do no sell authentic Mexican tacos. He urges readers to purchase tacos from taquerias because unlike Taco Bell, their food is “real” Mexican food.
In the world of party chips and zesty dips, the Sensational Salsa company has created a new brand of salsa flavor. Having believe that they have created a culinary masterpiece, the company has already produced a mountains worth of their new salsa flavor. However, when they begin selling the salsa, they were shocked when the statistic showed that many children and adults did not enjoy the taste of their new flavor. Devastated by the news, the Sensational Salsa company deployed a questionable tactic to persuade more people into buying their salsa and change their attitude towards their product: they plan to pay off parents to lie on Facebook about how much they enjoyed the salsa. By employing this method of persuasive communication, the Sensational Salsa company will try to change the attitude the public has of their product both cognitively and affectively.
Two locally owned famous restaurants in Sedalia, Missouri, El Espolon and El Tapatio, are both recognized as quality, authentic Mexican restaurants that serve Sedalia with outstanding service and great food. After paying each establishment a visit this past weekend, I have discovered some differences and similarities in the two. Although many of my relatives have chosen El Espolon as their favorite, I found El Tapatio to provide a more ethnic experience with their excellent food, sharp service, and clean venue.
In the book Latinos INC, Arlene Davila discusses and explores many of the dimensions and elements of Hispanic Marketing. In the beginning of the book she states that the Hispanic market is a multi-billion dollar industry. This market has grown tremendously and it is most prominent in densely populated Latino cities, such as Miami and Los Angeles. In these cities the main percentage of these Latino Americans tend to be Cuban. Davila explains and argues many points about Hispanic Marketing that bring great insight into this billion dollar industry.
Such factors may include threat of new entrants, power of suppliers, power of buyers, product substitution, and the intensity of rivalry among competitors (Hitt, Ireland, & Hoskisson, 2013). Since Chipotle was opened in 1990, they have already become a well-established company within the industry. In order for Chipotle to continue having a competitive edge in the market, they must heavily compete with companies or restaurants such as Qdoba that offer a wider variety of menu options for lower prices. Chipotle directly works with suppliers, usually in local areas, to permit more competitive prices to buy their products. Since Chipotle focuses so greatly on product quality, the supplier’s power plays an enormous role in Chipotle’s ability to obtain their raw
Born of the idea to preserve authentic Italian cuisine, Academia Barilla has faced strategic issues to increase profitability and growth. Offering not only high quality food products, but an education on Italian gastronomy, Academia relies on a differentiated marketing message of authenticity, with the quality to prove it. While striving to teach buyers of the difference between imitation and true Italian cuisine, Academia must continue to seek new strategies to reach a broader customer base. By studying the firm’s core competencies, and performing analysis on the industry, Academia has the tools necessary to meet their objectives.
Pepsi needed a strong regional partner. Pepsi had been falling behind to Coke in Mexican market. However, changes in the regulatory environment had cut Coke’...
Jimmy Santiago Baca’s poem “Green Chile” describes a personal experience growing up with a staple food of the Southwest tradition. In the 3 stanzas and 45 eloquent lines, Baca uses symbolism through red and green chile peppers. The red chile peppers symbolize strength and progression and are also the peppers the author prefers. On the other hand, the green chilies represent youth, which are Baca’s grandmother's favorite. Both the red and green chilies are differentiated by the flavor and taste to tell a story of Baca and his history of growing up with his grandmother.
Chavez was a major leader in the Chicano movement that all started when he was nineteen years-old when he joined the NFLU (National Farm Labor Union). From then, he moved on to the CFO, where he moved up in rank quite easily which he eventually quit. After his nine year stint with the CFO, he then founded the union of t...
Finding a definition of child physical abuse is controversial, but the signs of a child being abused is straightforward if you know how to read them. For example, Hitting, punching, kicking them, or using objects to injure to abuse them. All those examples are seen in the case of 8- year- old, Gabriel Fernandez after he was brutally abused for eight months.
There were fierce competitions among the producers that have scale and scope of operations which were similar to each other. For instance, the Pepsi Co. and Coca Cola companies have developed the strategy and infrastructure, which are hard for the local sellers to complete with them. However, there were still many producers including new entrants that try to access the market and compete seriously with low price and differentiation- strategies among rival...
In this paper I will address Jose’s case. Jose is a young Hispanic male who has recently been diagnosed HIV positive. The implications that his HIV diagnosis has had in his life and how attending an HIV support group has helped him to deal with his current situation. HIV is not only a health problem; it also has implications of social and psychological nature for people who are diagnosed with HIV. A social work assessment can help provide comprehensive treatment to the patient, where his/her medical and psychosocial needs are met. To analyze Jose’s case I will use Systems Perspective, Psychodynamic Perspective, Rational Choice Perspective, and their applications to Jose’s case assessment.
Juan Valdez franchising into the United States from three stores to sixty new stores will increases the brand name of Juan Valdez. The owners of Juan Valdez are Colombian farms named National Federation of Colombian Coffee Growers. Coffee sold at Juan Valdez goes to the farmers as royalties. Juan Valdez is a national brand for Colombia making it a great seller in Colombia. When the brand moves to the United States, it will sell an all Colombia beans.
product was sold throughout the U.S., making new outstanding flavors and bringing people together in the community.
Frito-Lay controlled 40% of the USA-market assuring high volume production by increasing internal coordination with PepsiCo developing the Power of One strategy consisting in mixing snacks with beverages and sauces produced by Peps...