Presentation on theme: "Cynthia R. Griffis-Perkins"— Presentation transcript:
1Cynthia R. Griffis-Perkins Annie's HomegrownA PRESENTATION BYPenny BloomCynthia R. Griffis-PerkinsAshley MetzelMike PlucinskiJordan SheckmanJames Smith
2S.W.O.T. ANALYSIS Strengths Annie’s has a wide variety of pasta products25% revenue increase in the past year and continues to see expansion in its retail distributionHas emerged into an $11 million brandHas initiated several community programsCan be found in most major grocery and natural food storesRated “Best Mac & Cheese” by Men’s Health Magazine (June 2005)New Annie’s Bunny Grahams will appeal to childrenNew gluten-free products
3S.W.O.T. ANALYSIS Weaknesses Specializes in only pasta and cracker productsOrganic foods tend to be more expensive to the consumerMany consider the artificial flavoring present in most food to be better tasting
4S.W.O.T. ANALYSIS Opportunities Second-largest macaroni and cheese brandHas an ongoing relationship with PBS’s Arthur, on which they can expandThe organic food market is continuing to grow very rapidlyThe chemicals present in processed foods is hardly a secretNatural foods are being offered through many new outletsThe variety of natural foods available for consumption is expandingThe demand for natural foods is on the rise than organic
5S.W.O.T. ANALYSISThreatsCompanies like Hain-Celestial offer health food categories Annie’s does notKraft is still the number one selling macaroni and cheese brand in the United StatesAs the number of different organic food products multiplies, there is the risk of consumers feeling overwhelmed and confused about which products they chooseThough sales of natural foods don’t show signs of slowing down any time soon, there is always the risk that the trend could be a “fad,” and it may burst at any time without warning
6Brand ChallengeAnnie’s Homegrown currently has a consumer base consisting predominantly of families and college students. Both groups presently have interest in eating healthy and pursuing organic food options, but they do not specifically know the benefits of Annie’s products. Annie’s is trying to develop brand equity and decide toward which group to focus its marketing efforts.
7Intro. Of Alternative Strategies Alternative ATarget one of Annie’s largest consumer groups: working mothersProsIncrease salesBuild brand equityEstablish brand image to appeal to target marketConsLimiting target demographicsIncreased costs for extensive advertising output
8Intro. Of Alternative Strategies Alternative BTarget the other largest consumer groups: college studentsProsOpportunity for serious growth in an as of now untapped marketA group targeted to young adults may influence younger kids to choose the “cooler” brandConsA revamping of brand image may alienate the previously targeted consumer groupAn intense fluctuation of consumer loyalty; no telling how many may fall through the cracks
9IMC Objectives Alternative A Alternative B Increase repurchase rate by 60% before December 2006Increase reach of ads by 35%Generate more family-friendly image among 70% of current clienteleAlternative BIncrease awareness of college student by 60% before the end of Spring 2006 (Spring semester)Reestablish positive attitude with 60% of previously targeted groups
10Target Market Profile Alternative A Geographics West Coast and the NortheastDemographicsMothersSome college educationWhiteAge 23-42Has children ages 2-14Employed part-time or full-timeCombined annual income of at least $50,000PsychographicsReads the daily newspaperReads family magazines and/or health magazinesComputer/Internet literateHealth-consciousHas strong family valuesWilling to try new thingsCares for the environmentIs an impulsive buyer
11Target Market Profile Alternative B Geographics Major college towns DemographicsMale or femaleAttends a college or universityWhiteAge 18-25Spends at least $50 on groceries per weekPsychographicsHealth-consciousValues imageCooks meals regularlyReads magazinesCares for the environmentComputer/Internet literateLooking for new things
12Brand Positioning Statement Alternative ATo mothers that have children, ages 2 to 14, who worry about the diets of their family members but do not have enough time to make all-natural meals from scratch. Annie’s offers quick, easy and healthy meals that family members love at an affordable price. Eating Annie’s foods promotes a healthy lifestyle. The brand character is fun, beneficial and family oriented.Alternative BTo college students, ages 18 to 25, who are interested in leading healthy and productive lifestyles with foods that are easy to fix and environment-friendly at an affordable price. Annie’s is the brand of macaroni and cheese that allows students to have a healthy diet with all-natural, environment-friendly foods that can be easily afforded on a student’s budget. The brand character is trendy and geared toward today’s young generation.
13Selection of Best Strategy ADrenaline has determined that Alternative A is the best strategy. We have concluded that targeting the working mother demographic would potentially generate the greatest increase in sales. This group has proven to be a successful target in the past, yet Annie’s has to date not extensively pursued it in media outside of simple magazine advertisements. With a refurbished ad campaign and newly shaped corporate image, this demographic stands to increase dramatically.
14Creative Suggestions The Big Idea “Healthy in a Hurry” This will be the new slogan for Annie’s Homegrown. This concept encapsulates the ideas we are trying to get across that Annie’s products are healthy, and also perfect for the working mother who does not have time to cook a meal from scratch.An updated logo that appears both professional and appealing to children.
15Creative Suggestions IMC Tools Revamp the company Web site to a design more adult friendly. The new site would include recipes for family meals and options to buy Annie’s products online to save time for the busy working mother.Relocate Annie’s meals that would appeal to families to the same shelf at the supermarket as regular pasta products, but also keep the other products in the organic food aisle. This will position Annie’s as a healthy alternative to regular pasta meals, and it will perhaps encourage those that buy the competitor’s brand to switch to Annie’s.Institute point-of-purchase displays that emphasize the “Healthy in a Hurry” idea.
16Creative Suggestions IMC Tools Run a television commercial campaign geared toward busy mothers that explains Annie’s mission statement and commitment to all-natural ingredients. The commercials will ultimately show that feeding your kids Annie’s will encourage healthy eating habits in the future and foster in them a caring attitude toward the environment, an idea shadowed by the concept that Annie’s is quick and easy.Run a magazine advertising campaign in popular magazines that mothers read including Parenting, Family Circle, Home & Garden and Redbook. This campaign with run in conjunction with the television ads and also emphasize “Healthy in a Hurry.”