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Made by Mavis-Niemeyer

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  • WHATS YOUR JAM?How do you make Millennial shoppers aware of

    Made by Mavis jams and make them try one?

    By: Andrea Niemeyer

    December 11, 2015

  • TABLE OF CONTENTS

    Background 3

    Methodology...... 4

    Recommendations:

    Overview... 5

    Prime Prospects... 6

    Brand Positioning... 7

    Driving Trial.... 8

    About the Author.. 9

    Appendix 10

    2

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

  • BACKGROUND

    3

    Mavis Linnemann-ClarkExecutive Chef/Owner, Made By Mavis/The Delish Dish

    Mavis Linnemann-Clark is an educated and

    talented Chef who brings out her passions in jams, jellies, and

    sauces. She runs a locally owned and operated business, Made

    by Mavis. They have created eighteen unique, different, and

    exotic flavored jams/jellies/sauces that pair up nicely with a

    craft, domestic, and/or cider beers of your choice.

    Mavis has such a amazing passion for her products

    but they have little awareness and limited availability in

    stores such as Kroger, Whole Foods, Jungle Jims, etc. Her

    jams, jellies, and sauces are not your everyday food item and

    can be paired with unique combinations that you would never

    expect from a jam company. They are up against a large

    competition base that is stronger, more well known, and less

    expensive. Mavis passion for her products and millennials

    need for variety is going to tie in perfectly with the unique

    food pairings to accompany your favorite craft, domestic, or

    cider beer. Millennials interest in artisan, handcrafted,

    unique, and local products is going to be the drive that will

    make Made by Mavis a huge sensation.

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

  • METHODOLOGY

    4

    Gathered secondary research data to create a SWOT analysis using Made by

    Mavis owned social media and using secondary data acquired from a previous

    project for Chipotle Mexican Grill.

    Conducted observations of 20 target customers at Party Source in Bellevue, KY

    and gathered information on which types of beers male and female millennials

    were purchasing.

    Conducted experience surveys with the client, Mavis Linnemann-Clark, and

    three target customers to grasp the product and fully understand what appeals to

    our target market.

    Conducted competitive analysis on previous project from Chipotle Mexican

    Grill and their competitors using secondary data from Motley Fool, Fast

    Company, and Advertising Age.

    Conducted a computer-assisted sample survey of a representative sample of

    447 Millennials living in the Greater Cincinnati area. Participants were asked a

    series of questions measuring multiple variables and placed in Excel, T-tests to

    determine which percentage of consumers rated a 4 or higher on a scale of 1-7.

    Conducted secondary research data to collect generation analysis on all

    generations and to see what influenced them.

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

    Methodology: Conducted a computer assisted sample survey of a representative sample of 447 Millennials living in the

    Greater Cincinnati and Tri-State area between November 24 and December 2, 2015. Respondents were recruited by

    referral sampling. Participants were asked a series of questions measuring demographic, psychographic, and behavioral

    variables. The data was then analyzed and summarized into an Excel document, using T-tests. This question was on a

    scale of 1-7 and T-tests were to determine the percentage of consumers who rated a 4 or higher.

  • RECOMMENDATIONS OVERVIEW

    5

    1. Have sample tastings at Party Source in

    Bellevue, KY in the beer section

    2. Present jams/jellies in a way to promote

    the different unique pairings that no one

    would expect

    How do you make Millennial shoppers aware of

    Made by Mavis jams and make them try one?

  • RECOMMENDATION: PRIME PROSPECTS

    6

    Have sample tastings at Party Source in

    Bellevue, KY in the beer section

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

    100% of shoppers in

    the beer section were

    Millennials! (see appendix d,e)

    19% of females and 17%

    of males would try Made

    by Mavis jams paired

    with their domestic beer(see appendix G, figure 2)

    17% of females and 19% of

    males would pair Made by

    Mavis jams with their

    craft beer(see appendix H, figure 2)

    +

    15% of females and 18% of

    males would pair Made by

    Mavis jams with their

    imported beer(see appendix H, figure 2)

  • 7

    RECOMMENDATION: BRAND POSITIONINGHow do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

    UNIQUE

    COMBINATIONSARTISAN, HAND

    CRAFTED

    Combining Made by Mavis unique food

    pairings and appealing to Millennial

    shoppers inside one of party sources

    most popular sections, the beer isles.

  • 8

    RECOMMENDATION: DRIVING TRIALHow do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

    Present jams/jellies in a way to promote the

    different unique pairings that no one would

    expect

    67% of males bought

    domestic beer(see appendix d,e)

    50% of males prefer a

    spicy characteristic to

    their food(see appendix H, figure 3)

    35% of females and

    24% of males prefer a

    unique combination to

    their food (see appendix H, figure 3)

    35% of females would try

    a jam as a glaze for their

    chicken(see appendix G, figure 2)

    43% of females and 27%

    of males would try jam

    on their bagel (see appendix G, figure 2)

  • ABOUT THE AUTHOR

    9

    Andrea Niemeyer Assistant Manager at Guardian Savings Bank,

    FSB/Full Time Student at Haile/US Bank College of

    Business, Northern Kentucky University

    Marketing Major with Business Administration Minor

    (expected graduation May 2016)

    I [email protected] I https://www.linkedin.com/pub/andrea-niemeyer/96/381/883 I

    I am an outgoing, independent person who loves

    everything to do with a challenge. I am proud to be

    born and raised in Kentucky and it shows through

    my insane passion for Kentucky Basketball. I love

    anything that has to do with being outdoors, being

    with my family, my beautiful dog, and just enjoying everything life has to offer!

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

    mailto:[email protected]://www.linkedin.com/pub/andrea-niemeyer/96/381/883

  • APPENDIX

    10

    A - Table 1 - Experience Survey of Mavis Linnenmann-Clark......11B - Table 2 - Competitive Analysis...........12C - Table 3 - Generation Analysis..14D - Table 4 - Experience Surveys of Target Customers.......................16E - Table 5 - Observations (Raw data) ............................17

    F - Figure 1 - Observations (Findings).......................................18G - Figure 2 - Sample Survey (Findings).....19H - Figure 3 - Sample Survey (Findings)..........20I - Table 6 - SWOT Analysis Summary.....21J - Reference List.......................................................................................23

    How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

  • APPENDIX A: TABLE 1

    11

    Experience Survey of Mavis Linnemann-Clark

    Marketing research objective: Conducted an experience survey with Mavis Linnemann-Clark, Founder and Owner of Made by Mavis

    and The Delish Dish, to inquire about how she comes up with her exotic/different flavors and their names, how she recommends pairing

    her jams with, what she wants her customers to remember, and how she gets her ingredients.

    Question Mavis Linnemann-Clark (Founder and Owner of Made by Mavis and The Delish Dish)

    Q1: Where do you get the

    inspiration for your flavors?

    Q2: Where do you get the

    inspiration for your

    names?

    Q3: Where do you source

    the ingredients for your

    jams?

    Q4: How do you

    recommend using your

    products?

    Q5: What do you want

    your customers to

    remember about your

    jams?

    Bottom Line: Mavis is an educated chef, who has a passion for cooking and concocting unique jams/jellies for

    people to use on anything but your everyday cracker or toast. Her desire for cooking is incorporated with her

    traveling experiences and it makes for exclusive pairing options you can only get from Made by Mavis.

    Methodology: Conducted a 30 minute experience survey of Mavis Linnemann-Clark, Owner, Founder and Chef of

    Made by Mavis and The Delish Dish on October 15, 2015.

    Flavors come from experiences from traveling and from inspiration when jamming. She traveled to 5

    different continents and even took cooking classes in Italy. They are flavors she loved and wanted to

    share with others. She wants her jams to be fun.

    Names also come from experiences from traveling and from inspiration when jamming. The name

    Tropical Thunder was made on a rainy day when a little sunshine was needed. She, again, wants

    her jams to be fun.

    There are pairing options on the side of the different jars and also on their website there is

    recommended foods to consume each jam or jelly w

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