Tabasco 7 Spice Chili Starter Marketing Plan By: Kevin Lynch, Joe Kenyon, Tahnee Ruiz

Tabasco Background Known for its unique peppery hot sauce Founded by The McIlhenny Company in 1868 Avery Island, Luoisianna Family owned and operated Mission Statement: “We knew Tabasco was more than heat. Unlike other sauces that mask the flavor of food, Tabasco Original red blends with every bite, allowing our aged red peppers to amplify the flavor of almost any food- or drink! So shake a little or splash a lot and taste what we mean.”

Executive Summary Chili starter is the second top seller Two Flavors Spicy and Original The product is diverse, versatile, helpful, and price and time effective Tabasco name will promote the chili starter

SWOT Analysis Strengths -Inexpensive -3 ingredients to chili -Not (too) Spicy -Selective purveyors -Multipurpose -Second biggest seller Weaknesses -Single purveyor/online only -Limited to no marketing -2 flavors -Bad advertising -Add ingredients to complete -Not displayed together and separated by competition in stores

SWOT Analysis Opportunities Expand to grocery and convenience stores Expansion through flavors More suggested serving options Pre-made chili/company partnership Threats Direct Competition (Bush’s, Dry Chili Mix, Substitutes, Frontera, Stage, Pace) Indirect competition (Canned chili, Recipes, Restaurants, Ready-Made Product) Competition has added ingredients for a lighter overall cost

Goals The product gets its own market plan and segment time. Make the product well known throughout America (Salt Lake) and used in every chili. Make the product known rather than a mystery product. Make it worth while for better shelf placement.

IMC “Spice up the party!” Everyone has parties from tailgating to a family get together Promotes the Tabasco flavor and spice Implies that the starter is necessary for a great party Quick and Easy and shown as a quick fix with satisfying taste

Marketing Strategy Get the product out there through: Radio ad TV ad Coupons(pic on next slide) Ads in Grocers Kiosk Free Samples Combined to match our them "Spice Up the Party"

Radio Ad Emphasize quick fix for dinner Will run from August-February Morning between 7-10 am Afternoons between 3-5pm Sports Talk Radio, FM Stations KZNS 1280 KALL KFMZ 1320 Local Radio Average price per 30 sec ad: $100

Television Ad Will run from Early August to February ESPN, ESPN 2, Sports Center, NBC, CBS, etc. Weekends (Thursday-Monday) 12-4 pm Average to produce: $342,000 Average to run 30 second ad: $400,000 per slot Throughout the season ( 8 slots) : $3.2 million

Television Ad https://www.youtube.com/watch?v=NIpSTocHRvk

Coupons Partnership with well known bean brands Introduce a coupon for a discount on beans with purchase “Purchase the chili starter and get a 50% discount on the ‘partnering companies’ canned beans.” Persuade people to purchase the product

Other Marketing Strategies Ads in Grocers Collaborate with grocer ads Send out flyers and coupons with the supporting grocer Kiosk Special set kiosk used for end caps and open areas of selling Encourage trying something new Free Samples Samples at participating grocers: Saturdays and Sundays from 10am -1pm Saturdays 4-8 pm Sundays 10am – 2pm

Implementation Ads run through beginning of August (1st) and end January (31st) Coupons and Kiosk go into effect August (15th) and end January (31st) Original specific target: Taylorsville Harmons (5454 S. Redwood Road, Taylorsville, UT) Selling price will stay consistant $4.29 per 24oz can

Review: Why will this work? Targeted at the right group of people The Tabasco name The thought out marketing campaign Cathy slogan The product will sell itself