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

2. 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.”

3. 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

4. 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

5. 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

6. 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.

7. 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

8. 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"

9. 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

10. 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

11. Television Ad

12. 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

13. 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

14. 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

15. 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