BU362 Lecture Notes - Lecture 4: Frozen Food, Old El Paso, Meal Kit
Document Summary
Q: with their current promotion structure, how would you do things differently with the. Main issue: to determine a strategy to get old el paso on consumer shopping lists often. Canadian consumers did not prepare mexican meals as often. Lack of top of mind awareness for the category. Strong perception that mexican food is time consuming and a high level of preparation required. Decision: develop a strong marketing plan, decide the growth strategy. Objective: want a sales increase of 5 % with a 3 % growth, maintain profitability. Importance level: moderate: the market share is high but it is slowing dropping especially with the emergence of additional smaller competitors, kurt very concerned. Kurt marketing manager: jobs on the line. Position family experience seekers (diane: diane lives in a suburban neighbourhood and has a young family. It is important to her that she creates positive family experiences. Target market: meal kit consumers, component consumers, kit and component consumers.
