imc for g burger ppt
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GardenburgeGardenburgerr
GardenburgeGardenburgerr
Eat PositiveEat Positive
Ronald DewsRachel MangioneShonda Ranson
Ronald DewsRachel MangioneShonda Ranson
Origins of Origins of GardenburgerGardenburger
Origins of Origins of GardenburgerGardenburger
Started in 1981 by Paul Wenner in Oregon
Gardenburger, Inc. filed for bankruptcy in 2005
Became Wholesome & Hearty Foods Company in 2006
Bought out by Kellogg in 2007 (who also owns competing brand Morningstar)
Analyses of current Analyses of current marketing planmarketing plan
Analyses of current Analyses of current marketing planmarketing plan
Grass roots movements
Cultural creatives
Specialty foods
CEO Lyle Hubbard’s CEO Lyle Hubbard’s VisionVision
CEO Lyle Hubbard’s CEO Lyle Hubbard’s VisionVision
“Grow the meat alternative market, making the category and Gardenburger’s products, part of Mainstream America”
Patricia BarrPatricia Barr43 year old suburban mother of 3
budget conscious, middle class
primary caregiver
pass-times:
attending kids’ events
prime time television
extended family gatherings
Mainstream Mainstream messagemessage
Mainstream Mainstream messagemessage
Suburban, middle-class families
Busy with family activities
Budget conscious
Concerned that fast meals are not healthy
"Healthy, fast alternative without breaking the budget"
IMC for mainstreamIMC for mainstreamIMC for mainstreamIMC for mainstreamMeat aisle slotting
Placement and position
Food Network
week (Veg Week)
Branding, advertising, PR
Food Network Commercials
Gardenburger prize giveaway must register online
CRM, Promotion, Advertising
Creative recipe contest
Coupons, direct mail, web adverts
CRM, Promotion, Advertising
PSA on cost reduction
Production and will run for free in PSA slots
Position, PR
Frozen meals on the go
New packaging
package, placement, position
Ron’s PSA to be embedded here
Kaylee ReyesKaylee Reyes20 year old college
student
limited budget
involved in campus civic club
pass-times:
hanging out with friends
going to movies
recreational volleyball
Alternative messageAlternative messageAlternative messageAlternative message
VegetarianLate teen to 20-somethingCollege student, low-budgetPolitical, civic, cause-oriented Tech-savvy“Eat Positive -- even on a student’s salary”
IMC for alternativeIMC for alternativeIMC for alternativeIMC for alternativePartnership with SoBe or Life Water
New packaging, but shared cost, + promotion on their packaging promotion, limited run
University Promo
Care packages from parents
Orientation gift promotion, position,
GBR Phone App
Online or download the app to find the nearest Gardenburger seller near current position
position, placement
Budget Budget ConsiderationsConsiderations
Budget Budget ConsiderationsConsiderations
Last known earnings for Gardenburger in 2005 was $46.1 million
Kellogg netted over $1 billion in 2007 4Q
Kellogg budgets 18% upfront for marketing costs
Proposed plan is only 2% of Gardenburger’s 2005 earnings
Mainstream IMC
Alternative IMC
SummarySummarySummarySummaryTwo strategic markets: alternative & mainstream
Alternative Message
Eat Positive -- even on a college student’s salary
Mainstream Message
Healthy, fast alternative without breaking the budget
Budget Considerations
Thank youThank youThank youThank you