MKT 480 Capstone Final - Made by Mavis

“CreatingExoticJAMwiches”HowcanMadebyMavisdrivetrialamongtheheartsofMillennial customers?

By:AliKasirosafarDateofSubmission:December8th,2015

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TableofContents

1. Background..............................................................................................................3

2. Methodology...........................................................................................................4

3. Recommendations...................................................................................................5

4. Flow........................................................................................................................11

5. Objectives,Goals,Strategies,andMeasures......................................................…12

6. About theAuthor...................................................................................................13

7. Appendix...............................................................................................................14

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Background

MadebyMavisisajam/jelly/spreadcompanyfoundedbyMavis-Linneman Clark,whostrivestocreatethese[productsaroundtheprinciplesoftransportingMavis’favoritegourmetflavorsfromherkitchentothecustomer’shome.Sincethen,shehasbecomeawelllikedandrespectedbusinesswithinthestateofKentucky,earingherbrandthehonorofbeing“KentuckyProud”.WhilethatisagreatachievementforMBM,thecompanyisstillsmallwithinthearea,operatingoutofaincubatorkitcheninNorthernKentuckyandhavingasmallerworkforceof5fulltimeand7parttimeemployees.Shehaslostsomeretaildistributorsinrecentyearsduetothestruggleofcommunicatingwiththemandthebattleofwheretheproductshouldgoontheshelf.Butthereisnewlightavailable,asshehasopportunities tohelpbringherproducts intotheMillennialgenerationslife,andinplacesthattheyfrequentthemost.Withthat,shecanalsotellthestoryofherbrand.

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Methodology

• SecondaryData– Conductedsecondarydataresearchtodeterminedemographics,psychographics,andbehavioralcharacteristics

across5generations,whichwasthenusedtofurtherdeterminethePrime,Strategic,andtheGeneraltargetmarket,andthemarketinglandscapeforMadebyMavis.Thirtysixarticles,with81%ofthemfrom2015,wereexaminedfromthefollowingsources:Nielsen,PewResearchCenter,BCGPerspectives,Forbes,BostonConsultingGroup,BusinessInsider,MotleyFool,AdvertisingAge,andBrandChannel,andfromthecompanyprofiles/socialmediasitesofMadebyMavis,DelishDish,CascadianFarm,ShirleyAnn’s,Trappist,St.Dalfour,andOregonGrowers.

• PrimaryData– ExperienceSurvey- Conductedanin-personexperiencesurveywithMavis-Linneman Clark,founderandownerofthe

MadebyMavisbrand,tofindoutmoreaboutthebrandandwhatshebelieveswillhelpsolvethemarketingproblemathand.TheinterviewwasheldonTuesday,November19th,2015, from11:00to11:50.AM.

– DirectObservations– Conductedalive,direct,inpersonobservationof20peopleatthePaneraBreadlocationinNewport,KentuckyonSunday,December6th,2015.Theobservationranfrom1:50PMto2:50PM.ObservationsweregatheredtohelpfurtheranalyzehowMBcanpenetratewithtrialatPaneraBread

– IndirectObservations - TheobservationwasconductedattheNewportKroger locationonWednesday,November18th,betweenthetimeof3:14-3:35.Theobservationincludeda15minutestudyofboththejam/jellylineandtheLiveNaturallysection.TwophotosweretakenanduploadedtoInstagram

– SampleSurvey-Methodology:ConductedasamplesurveyofMillennials livinginGreaterCincinnatiandTri-State(Ohio,Kentucky,andIndiana)area(N=471)duringNovember24andDecember2,2015.Inthesurvey, respondentswereaskedaseriesofcategoricalandmetricquestionsmeasuringvarietyofdemographic,psychographic,andbehavioralvariablesrelatedtofoodconsumption

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Recommendations(overview)

• WerecommendthatMadebyMavistargets(#1)18-34yearold,college/postgraduateMillennials whoalreadyshopatKroger,especiallyintheLiveNaturallysectionwherethey

shopduringmostoftheirshoppingtrips,andinthebreadandveggieislewherethey lovetobuyproducts. Inaddition,thesecustomerseatoutalotforboth lunchanddinner,liketo

knowmoreaboutthebrandstheyarebuying,andenjoysharingtheexperienceswithothers

• Inorderforustoappealtothem,wemust(#2)recommendtothemtofocusontheirloveforfoodcombinationsthatcontainunusual,exoticorlocalingredients,theirdevotion tobrandslikeJason’sDeliandPaneraBread,andtheirdesireforcompanytransparency,astheseattributesareimportanttothem,arefactoredinwhenbuyingproducts likejam.Additionally,itisimportanttoshowMBMthattheirjamscanbepairedwithproductsMillennials alreadyloveatthatspecificlocation,likeRoastedTurkey,Apple&Cheddar

sandwichfromPaneracanbepairedwithMadebyMavis’AppleJalapenoJam.

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Recommendation#1– WhoisyourPrimeProspect?

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Meet…DavidJ.Davidisa21yearoldMillennial, wholivesinNewportKY,and,likealotofotherMillennial prospects likehim, hastheseattributes:• Valuestransparency,authenticity, andhistory behind

brands• Prideshimself insandwichbasedchainslikeJason’s

DeliandPaneraBread• Supports local,Kentucky-basedbrands• Isacrazedonline shopper,whoisconstantlyordering

thingsfromretailerslikeAmazon• Sharesalotofsimilarbrandswithhisfriends and

family

Rationale:• Achievesbrandloyaltythroughbuyinglocal,supportslocalbusinesses, farmers,andlocaleconomy

• Influences thepurchasesofothersbasedonrecommendations, especially topeers

• Spends around$2,000one- commerceshopping ayear

Recommendation#2– Whoareyouasaclient?

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MadeByMavis, asahumanbeing,is• Unique, becauseofthewaythatshecrafterherjams

inaFrenchopenpotmethodthatisneverbeforeused• Exotic,becauseofthewayshepairsunusual

ingredientsandgiveitthatbold, differentiatedtaste.• Multicultural,becauseofthewayher

jams/jellies/spreads areeachtheirown“culture”notwocombinations arethesame.

RationaleTheprimeprospectfitsintothisbrandbecause….• Theyvaluetransparency,authenticity, andasense of

knowledge• Theyareinterestedinfoodcombinations thatcontain

unusual, exoticorlocalingredients• Theyprefervariety

TargetCustomer:18-34agedMillennialandGenerationZcustomers,whoshopatKrogerstores,andpurchaseproducts intheLiveNaturallysection,andeatsatPanera

BrandEquity:EatingMadebyMavisproducts

makesmysandwichfromPanerafeelalotmoreexotic

BrandCharacter:Unique,exotic,andmulticultural

BradPerformanceFundamentals

Functional:• Locallyownedand

operatedrightoutofCovington,KY

• Different,Unique,flavorsinover18combinations

• Offers specialJamoftheMonthClub

• Goesgreatwithbrandsyoualreadyuse,likePanera

• Backedbyaclientwhodescribesuniqueprocessopenly

Experiential:• Supporting the

KentuckyProudlabelofproducts

• Providesflavorcombinations thatprovenolimit

• Enablesopportunitiestogivethespreadofchangetoanotherlikeminded person

• Goeshandinhandwheremenusaretopofmindawareness

• Experience jams,jellies, andspreadsinwaysthatarecompletelyunusual

Emotional:• Satisfaction• Boldness• Self-expressive• Optimistic• Knowledgeable

Purpose: Tobringunusual,exoticflavorsintoproductswelovelikesandwiches

Positioning: Abrandthatreallywantstomaketheirjams,jellies,andspreadsfeelmuchmorethanajaratthegrocerystore– somethingyoucanexperienceinperson

Benefit:Jarsthatcanreallyputaunusual,exotictastesintoyoursandwichandmouth,allopenlymadeinadifferentway

RTB:Mavis-LinnemanClarkstrivestobringthefunanddedicationoftransportingMavis’favoritegourmetflavorsfromherkitchentothecustomer’shome

Tagline:“CreatingexoticJAMwhiches”

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Recommendation#3– Howareyougoingtopenetratewithtrial?

• Setupa“SandwichParingoftheDay”signatPaneraBreadLocations

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Signwillreadwhatsandwichispairedwithwhatjamthatdayi.e.RoastedTurkey,Apple&Cheddar w/AppleJalapeñoJam Thesignwillbebrandedwith

thefollowing: “NEW”ExoticJAMwich parings, only$1.50extrawithyourmeal!”

Rationale• Primarydatahasshownthat

over70%ofMillennials havereadthemenuofsomesort

• 55%ofsamepopulationhasorderedasandwichofsomesort.

• 14.8%ofsamplesurveyvisitsPanera2-3times/month

Recommendation#4– Howareyougoingtobuildrepeats?

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• Bringupreceipttogetdiscount onMadebyMavisjarsupto3dollars

Placejarsoncashiertablesothatthetargetaudiencecanreadandfellthejarsinperson

• Receiptcanberedeemablewithin7daysoforderdatefora$1.00off

• Ifyoubringupafriendandrecommendthemtothebrand,thenyoucangetanother$1.00off

• Ifyoushowthatyou’vesignedupforanaccountatMBM,yougetanother$1.00off

• ReceiptcanalsobeusedatallKrogerlocationsforsamedeal

Rationale• 26%ofMillennials signup

onlinetoscorebetterdeals• SomeMillennials value

savingmoney

Flow

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Analyzecompetition inKrogerbyMarch2016

ImplementBrandPyramidbyMay2016

InstallProductintoPaneraBreadbySummer2016

MeasuretrialratebyDecember2016

MeasurereceiptexchangeratebyDecember2016

Objectives,Goals,Strategies,andMeasurements

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Purpose:To bringunusual,exoticflavorsintoproductswelovelikesandwiches

BrandBenefit:Theonlymarketingcoursesthatprovidesopportunitiestogainrealworldexperiencewithaculturallydiverseprofessor

BrandEquity: Jarsthatcanreallyputaunusual,exotictastesintoyoursandwichandmouth,allopenlymadeinadifferentway

Objectives:1. BringMillennials intoPanera Bread

storestohavethemtryMadeByMavisproducts

StrategiesWheretoplay:• TargetCustomer:Millennial College/PostGraduatestudents

whoalreadyvisitPaneraBread,andshopatgrocerystores• Place:11PanerabreadStores,throughout the

Cincinnati/NKYAreaHowtowin:• Targetcustomerswhovaluestransparency,authenticity,

pridesthemselves insandwichbasedchainslikePaneraBread, supports local Kentuckybrands.

• Positionbrandwherethekeybrandcharactersareunique,exotic,andmulticultural

• Drivetrialbysetting upa“SandwichParingoftheDay”signatPaneraBreadLocations,inalocationMillenials seemost

• Buildrepeatsbybringing upreceipttogetdiscountonMadebyMavisjarsupto3dollars

Measurements• Individual and

regionalstoredatawithnumberoforders

• Numberofreceiptsbroughtback togetdiscount

Goals:1. Launch product into11

Cincinnati/NKYstoresbySummer2016

2. Reachforatrialresponse rateof40%byDecember2016

3. Have30in-storejarsalesbyDecember2016

AbouttheAuthor

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AliKasirosafarCustomerSupportRepresentitive,[email protected] I513-760-4960https://www.linkedin.com/in/alikasirosafar

Asasoon tobegraduatestudentstudyingMarketingatNorthernKentuckyUniversity,I'malwaysstrivingtobettereducatemyselfaboutmarketing,especiallyaroundbranding/identitycreation.Eachnewdaypresentsmewithnewtasksandopportunities thathelpachievethisdesiretobetterfurthermyselfinthefield,andtohelpkickstart mycareerasawhole.

AppendixTableofContentsTable1.– ExperienceSurvey…...............................................................................................................................15Table2.– CompetitiveAnalysis…...........................................................................................................................16Table3.– “SuperBrand”Analysis…........................................................................................................................18Table4.– GenerationalAnalysis…..........................................................................................................................20Table5.– TargetSegmentAnalysis…......................................................................................................................21Table6.– TargetMarketAnalysis….........................................................................................................................22Figure1.PerceptualMap…..........….........................................................................................................................22Table7.– MarketingMixAnalysis….........................................................................................................................23Table8.– SWOTAnalysis….......................................................................................................................................24Figure2.– IndirectObservations…...........................................................................................................................26Table9.– DirectObservations (data)…....................................................................................................................27Figure3.– DirectObservations (graph)….................................................................................................................27Figure4.– SampleSurvey (graph)…..........................................................................................................................28Table10– BrandFundamentals….............................................................................................................................29References…..............................................…..............................................................................................................30

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ExperienceInterviewQuestions Answer fromMavis-Linneman Clark

In thecurrentjellyline,thereisalotofcompetition,fromthebiggernamecompanieslikeSmucker'stoprivatelabelbrandslikeKroger’sPrivateSelection.Whatmakesyouworriedaboutthatparticularlineofgroceries?

She personallybelievesthatshewouldnevercompetewiththebignamebrandslikeSmucker’s,sothatdoesn’tworryhertoomuch.Whatdoesworryher,though,arethecompetitionshe’llbefacingifherproductgetsputintoadifferentpartofthestorethatreflectsherbrand,liketheFrenchjamcompaniesandotherartisanjamcompanies.

What other typesofgourmetfoodsdoyouseeyourselfthatcanbereachedbytheDelishDish/MadebyMavislinein5years?

Otherproduct linesthatshewouldlike toseeherselfgettingintoincludespiced-basedcreationslikethosearoundBBQandmakingalineofother smallereaterydishesthatwillcomplimentthejamsandjellies

Doyoubelieve thatyour jamswouldbecomeevenmoresuccessfuliftheywereimplementedinawaythatitcouldbeassatisfyingwhenputintoa“classicPB&J”sandwich?

Shebelieves thatherjamsalreadygogreatonsandwiches,likehowsheusestheAppleJalapeñoonagrilledcheeseforexample.

Whathasbeenyourbiggestchallenge astheownerofthebrand? Herbiggestchallengeismanagingrelationshipswiththedistributors,bothcurrentandpotential.Somedistributorsareno longercarryingtheproduct, likethePartySource,forexample.

Howwouldyoubestdescribeyourbrand? Shedescribesherbrand line(currently)asabrandwithgloballyinspiredgourmet,andthatitallbecomesinspiredintoherwaysofcooking,whichshedoeswithloveandcare.Thebrandimageitselfprojectsafellingofbeing“welcome,open,andevenfellingsomethingspecial.”

BottomLine:Mavis-LinnemanClark,asaclient,isfocusingonnotwantingtocompetewithbigbrand jamandjellycompanies,butinsteadwantstofocusonamorelocalscale.Shehopestoexpandherproduct lineintoother fooditems,andthinkssandwichesgogreatwiththejams,jellies,andspreads!

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Table1.– ExperienceSurvey

Methodology:Conductedanin-personexperiencesurveywithMavis-Linneman Clark,founderandowneroftheMadebyMavisbrand,tofindoutmoreaboutthebrandandwhatshebelieveswillhelpsolvethemarketingproblemathand.TheinterviewwasheldonTuesday,November19th,2015,from11:00to11:50.AM.

Made By Mavis Cascadian Farm Organic Shirley Ann’s Specialties

Strengths Company• Subsidiary ofDelish DishA

• As acompany, becameamember of theKentucky Proud line ofproducts20

Brand• Locally owned andoperated right outofCovington, KY.20

• Created around theprinciples of transporting Mavis’ favoritegourmet flavors from herkitchen to thecustomer’s home19

Product• Currently has over18varieties of jams, jellies andspreads,

ranging from sweet, spicy, andbitter tastes19

• Products made from Frenchopen potmethod19

Price• $7.99-$$9.99, fora224gram jar =8oz.19

• Jamof theMonth Club – 6Month $90, 12month $16519

Place• Currently available atKroger, in theKentucky Proud shelf19

• Also canbe ordered online through her Shopify siteAPromotion• Offers newsletters to those that sign up with anemail addresses19

• Offers different events like Farmer’s Market asameans ofspreading word about sale ofproduct19

Company• Focuses on the factthat everything within thecompany comes froma

farm21

• Owned bycereal giant General Mills22

Brand• Utilizes thescience oforganic foods to tell brand story21

• 100% of thebrand’s cereal andorganic products arecertifiable USDAOrganic23

Product• Currently has 6varieties of fruit spreads on themarket21

• Offers additional products like cereals, granola bars, and frozen foods21

Price• $4.29per 10oz.bottle21• 6pack jar– $21.5421

Place• Found in retail stores likeKroger, Walmart, and Target21

• Can also beordered online from herbal retailers21

Promotion• Offers programs and projects that help giveback to theorganic

environment thecompany uses21

• Active through social media channels like Facebook andTwitter

Company• Locally owned andoperated outofManzanola, Colorado25

• Two founders – Shirley Ann Cathey, and her son Jacob.25Brand• Focuses on abrand thatcreates “sweet and spicy”products.25

• Tagline for brand reads as“It’s fresh, it’s exciting, & it’s waiting foryou totakea taste.25

Product• Offers three different products – pepper jelly, pickled products and

preserves25

• Peppered jelly contains 5varieties inproduction25

Price• $5.00-$6.50 fora10oz. jar25• Prices are reflected in retail stores likeKroger25

Place• Locally, available atKroger stores in theCincinnati area• Nationally, available atWhole Foods andsmaller name local retailers and

markets.25Promotion• Offers adeal where if you buy12ormore, you get10% offyourorder.25

• Customers canhave anopportunity topurchase andgivegift certificatesandcreate wish lists 25

Weaknesses Company• Still operating outofa incubator kitchen inCovington, KYA

• Small workforce – 5 full timeand 7Part timeemployeesABrand• Overall low product awarenessA

• Theprocess ofgetting thebrand into stores can takeas long as6+monthsA

Product• Jar is considered tobesmaller compared to the competition• Notall of the ingredients within the jar arenatural ororganica

Price• 224grams for$7.99-$9.99 is considered tobe“too little for that

much”5• Distributors like Kroger arecharging over$1.50 more than what

Mavis would like tochargeA

Place• Original location ofproduct isdifficult to find atfirst, have towalk

aways to find Kentucky Proud shelfB• Shelf is considered tobesmaller on theKentucky Proud shelfA

Promotion• Website in itself has notbeen regularly updating with news about

brand19

• Online sales shipping is costly, varies based on location origin oforderA

Company• Recently involved with avoluntary recall of their frozen green beans24

• Company isheadquartered out in Rockport, Washington21Brand• Labels onproducts donot tell full story ofbrand, including farmer’s

name21

• Product branding looks similar to those likestore-made brands21

Product• Comes in only onesize jar – 10oz.21

• Flavors are limited toone fruit – no combinations atall21

Price• $4.29price tagmayconfuse someas being thesameprice ofmajor

label brands like Smucker’s21• Ifordering the6pick from online, price of shipping will make thepack

costmore than the actualvalue.21

Place• Around theCincinnati/NKY area, only available inKroger stores21

• 6pack isavailable fromWalmart andTarget – online only21Promotion• No form ofadvertising whatsoever• Social Media sites are focusing on themore eternal parts of thebrand

instead ofpromoting the internal products ofbrand

Company• Currently unable toship online orders until December 12th 25

• The founders of thecompany both havebeen moving around operationsthroughout their existence25

Brand• Focus brand toonlycreate products that reflect the“sweet and spicy”

category, nobranching out tobitter, etc.25

• Nobrand story present inanyproducts, just ingredients used25Product• Only 5jellies, 3pickled products, and1kind ofpreserves makeup the

product line25

• All jellies arespice-based – meaning thatpepper is based ingredient25

Price• $5.00 to$6.50 is alittle more expensive compared toCascadian Farm25

• Localized shipping canbring the jar anadditional $7.4025

Place• Limited distribution in Kroger stores – 2stores inCincinnati and2 in

NKY25• Whole Foods distribution isonly available out in Colorado25

Promotion• Limited toonly 1channel of social media – Facebook, hasn’t been

updated since201325 27

• Very limited visibility - not promoted as muchasout in Colorado25

Bottom Line Made byMavis has strengths increating unique, local jamsandjellies in aFrenchopen potbut lacks thebrand awareness that wouldhelp drive moresales. Mavis also has a tough time getting inagreement with thedistributor s who want tocarry the jam.

Cascadian FarmOrganic focuses strengths on thedifferent product linesthat they offer, aswell as telling theorganic story well, but they areweakin further promoting their story of that particular product

Shirley Ann’s Specialties areacompany thatexcels in creating sweet andspicy jams that please crowds, and carryavariety ofdifferent products. Itproves weak in the limited brand visibility on theeast coast, and the price ofordering jamsonline come with big shipping costs to the NKY/CincinnatiArea.

Methodology:Conductedsecondaryandprimarydataresearchtodeterminethestrengthsandweaknessesofeachcompetitor.Secondarydataarticles(allfrom2015)includetheMadebyMavis,DelishDish,Cascadian Farm,andShirleyAnn’scompanywebsites,aswellasarticlesfromTheCornucopiaInstituteandtheFDA.PrimarydatawasgatheredfromanexperienceinterviewconductedwithMavisLinnemann-Clark

(A)forfurtheranalysis.

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Table2A.– CompetitiveAnalysis

Trappist St. Dalfour Oregon Growers

Strengths Company• OwnedbyMonasteryGreetings, areligious basedcatalogsite.26• FoundedbytheTrappist monksofSt. Joseph'sAbbey.26Brand• Createdaround thefactoftohelpself support themonkswho’ve

createdthebrandin the1950’s26• Brand is tied tothehistoryof themonksarrivaltoSpencer,whowere

openandfaithful tomoderntimes26Product• Currentlyhasover30varietiesofjams, jellies, marmalades,preserves,

andconserves26• All ofthosecanbeordered individually, orbyflavorcase,giftpacks,

andsamplersPrice• $4.50fora single12oz.jar.26

• SingleFlavorCase=$45.00,GiftPacks=$16.95-$32.95,Samplers=$24.95-$96.00(alleach).26

Place• MonasteryGreetingsexclusivelydistributes thejamthrough themail

order• Also onlyavailableatKroger stores26Promotion• Offersamailordercatalogthatthecustomercanautomaticallyget

afterfirstpurchase26• Givesoutfreegiftswhenorder isoverasetamount($30for free2016

calendar)26

Company• Privatelyowned familycompanyfounded in1984inFrance,same

ownership29• First companytoapply specialgrape juicetomakejamw/osugar29Brand• Everythingis producedunder thebrandname– nomiddlemanproduction26• Strives tomakeproducts tastegreat,andareashealthfulandnutritious as

possible26Product• Currentlyhas18varieties offruit conservesonthemarket29

• Also specializes inotherproductssuchas tea,honey,dried fruitperservates29

Price• $3.49-$5.10per10oz.bottle21• Ononline retailers likeAmazon,canbuy2 for$10.00andup30

Place• Found in retail stores likeKroger, alsoonline retailers likeAmazonB 30

• Canalsobeorderedonline fromherbal retailers, like iHerb andVitacost29Promotion• Utilizes FacebookandTwitter topostabouttheirproducts inaction3132

• Let’s thefollowers of thosesitesknowwhenanew flavoris launched31

Company• Founded in2003with theprincipleofcreatingwhattheycallFarmDirect

SpecialtyFoods33• Created tomakeproducts thatreflectandpromote theworkofareagrowers33Brand• Distribute products thatarecreatedfromPacificNorthwest ingredients33• Offerscompletecompanyhistory, transparentandeasyto find33Product• Offers14varietiesof jamonly33• 12outof14 jamsarecertifiedkosher33

Price• $6.50fora12oz.jar33• Jamgiftbox“trios”=$21.95a setPlace• Locally,availableatKrogerstores in theNorthernKentuckyarea33

• Offerswholesalers anddistributor companiesopportunities tosell/distributethe jams33

Promotion• Participates in taste tastingsarounddifferent supermarkets• Activeon5different socialmediaaccounts33

Weaknesses Company• MonasteryGreetingscannotshiftall focus tojams,haveover20

product lines tokeepincheck26• Companyvaluesmaynot translatewellwithcurrentMillennial

customers26

Brand• Religious backgroundmayturnsomepeoplewhodon’tbelieve in

religion atall26• Brandcharacterwouldbeconsidered “tooold-timley”for some

Millennial andGenerationZpopulation26

Product• All products featureoneortwobased ingredients, nounique

combinations26• Product labeldoesnotfeature transparencyofbrandstory26Price• Shippingchargescanreallyadd into totalprice– couldbespending

almost$10aloneononejar• Giftpack(of6) cost$5.95morethan ifjarswerebought separately26Place• Mailorderingcanbeahassle attimesduetoshipping method26

• Onlyononepartof shelf inKroger– nootherproducts featuredthroughoutstore26

Promotion• Freeitemsw/orderscanbeworthless little things thatareonly there

todriveinterest26

• Onlywaytosee promotions is togo tothecatalog’s siteandFacebook26 27

Company• Beingacompanybased inFrance,it is theonlycompanyoutof the

competition thatis international, notlocal29• Mainofficesandwarehouseare locatedinPhiladelphia, PA,another

warehouseout inLosAngles, CA – not localBrand• Labelsonproductsdonottell full storyofbrand29• Productbranding lookssimilar to those likestore-madebrands21Product• Comes inonlyonesize jar– 10oz.29

• Notall flavorshavethe two-fruit combinations29Price• $3.49-5.10pricetagmaycomparetheproduct tobemoreexpensive than

brands likeSmucker’s29• Pricesarevariedacrossdifferentpointsofdistribution – notonepriceis

set29Place• Around theCincinnati/NKY area,onlyavailable inKroger stores29• Online retailers is limited toselectherbal shops– somethatareunknownto

thegeneralcustomer29

Promotion• USonline storeshutdown in2012,hasn’t beenupdatedsince29• Socialmediaaccountsacross theAtlanticaremuchmoreactiveindoing

promotions and/orusingsocialmedia3132

Company• Resourcesare limited to justonearea– PacificNorthwest33• Thestandards theyhaveset forthemselves areverygeneric,wordedas

somethinganothercompanycanuseBrand• Somecustomershavebeengettingconfusedastohowthebranddescribes

“jam”andJelly”• Nobrandstorypresent inanyproducts, just ingredients used33Product• Fruitbased jamstakeup themajorityof theproduct line33

• Little tonoproductpairingsuggestions onproductlabel33Price• $6.50isexpensivecomparedtothose likeSt. Dalfour andTrappist25• GiftBoxeshavecustomerspendmoremoney– $2.95more33Place• Limiteddistribution inKroger stores– onlystore listed isNewport,KY location33• Supermarkettastesamplesarelimited toPortlandarea34Promotion• Nowayoffindingoutwhereyoucanobtaincoupons fordiscounts33• Very limitedvisibility - notpromotedasmuchasoutinOregon33

Bottom Line Trappist, asdistributed byMonastery Greetings,excelsincreatingaproduct thathascomefromthebackgrounds ofreligion andthat ithasvariety,but theweaknesses are that thoseproducts arecookie-cutter jamand jelly flavors,andthat their promotion isveryexclusive.

St.Dalfour isabrand that like manyotherbrands, createsjellies andotherproducts tocompliment these jams,butasevere lackofawareness in theUSisputting the productunder theshelfaway fromthegeneral public

Oregon Growers areacompany that strives tocreateproducts thatarepromotingtheoutside workenvironment oftheir growers,andwhile the jamsthemselves aremadewithPacificNorthwest ingredients, thepromotion around thearea is littleenoughtogetthe targetaudience's attention,exceptftheyvisit thecompanysite.

Methodology:Conductedsecondarydataresearchtodeterminethestrengthsandweaknessesofeachcompetitor.Secondarydataarticles(allfrom2015)includetheTrappist,St.Dalfour,andOregonGrowerscompanywebsites,aswellastheirsocialmediasites.

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Table2B.– CompetitiveAnalysis

Made By Mavis Cascadian Farm Organic Shirley Ann’s Specialties

Strengths Company• Subsidiary ofDelish DishA

• As acompany, becameamember of theKentucky Proud line ofproducts20

Brand• Locally owned andoperated right outofCovington, KY.20

• Created around theprinciples of transporting Mavis’ favoritegourmet flavors from herkitchen to thecustomer’s home19

Product• Currently has over18varieties of jams and jellies19

• Products made from Frenchopen potmethod19

Price• $7.99-$$9.99, fora224gram jar =8oz.19• Jamof theMonth Club – 6Month $90, 12month $16519

Place• Currently available atKroger, in theKentucky Proud shelf19

• Also canbe ordered online through her Shopify siteA

Promotion• Offers newsletters to those that sign up with anemail addresses19

• Offers different events like Farmer’s Market asameans ofspreading word about sale ofproduct19

Company• Focuses on the factthat everything within thecompany comes froma

farm21

• Owned bycereal giant General Mills22

Brand• Utilizes thescience oforganic foods to tell brand story21

• 100% of thebrand’s cereal andorganic products arecertifiable USDAOrganic23

Product• Currently has 6varieties of fruit spreads on themarket21

• Offers additional products like cereals, granola bars, and frozen foods21

Price• $4.29per 10oz.bottle21• 6pack jar– $21.5421

Place• Found in retail stores likeKroger, Walmart, and Target21

• Can also beordered online from herbal retailers21

Promotion• Offers programs and projects that help giveback to theorganic

environment thecompany uses21

• Active through social media channels like Facebook andTwitter

Company• Locally owned andoperated outofManzanola, Colorado25

• Two founders – Shirley Ann Cathey, and her son Jacob.25Brand• Focuses on abrand thatcreates “sweet and spicy”products.25

• Tagline for brand reads as“It’s fresh, it’s exciting, & it’s waiting foryou totakea taste.25

Product• Offers three different products – pepper jelly, pickled products and

preserves25

• Peppered jelly contains 5varieties inproduction25

Price• $5.00-$6.50 fora10oz. jar25• Prices are reflected in retail stores likeKroger25

Place• Locally, available atKroger stores in theCincinnati area• Nationally, available atWhole Foods andsmaller name local retailers and

markets.25Promotion• Offers adeal where if you buy12ormore, you get10% offyourorder.25

• Customers canhave anopportunity topurchase andgivegift certificatesandcreate wish lists 25

Weaknesses Company• Still operating outofa incubator kitchen inCovington, KYA

• Small workforce – 5 full timeand 7Part timeemployeesABrand• Overall low product awarenessA

• Theprocess ofgetting thebrand into stores can takeas long as6+monthsA

Product• Jar is considered tobesmaller compared to the competition• Notall of the ingredients within the jar arenatural ororganica

Price• 224grams for$7.99-$9.99 is considered tobe“too little for that

much”5• Distributors like Kroger arecharging over$1.50 more than what

Mavis would like tochargeA

Place• Original location ofproduct isdifficult to find atfirst, have towalk

aways to find Kentucky Proud shelfB• Shelf is considered tobesmaller on theKentucky Proud shelfA

Promotion• Website in itself has notbeen regularly updating with news about

brand19

• Online sales shipping is costly, varies based on location origin oforderA

Company• Recently involved with avoluntary recall of their frozen green beans24

• Company isheadquartered out in Rockport, Washington21Brand• Labels onproducts donot tell full story ofbrand, including farmer’s

name21

• Product branding looks similar to those likestore-made brands21

Product• Comes in only onesize jar – 10oz.21

• Flavors are limited toone fruit – no combinations atall21

Price• $4.29price tagmayconfuse someas being thesameprice ofmajor

label brands like Smucker’s21• Ifordering the6pick from online, price of shipping will make thepack

costmore than the actualvalue.21

Place• Around theCincinnati/NKY area, only available inKroger stores21

• 6pack isavailable fromWalmart andTarget – online only21Promotion• No form ofadvertising whatsoever• Social Media sites are focusing on themore eternal parts of thebrand

instead ofpromoting the internal products ofbrand

Company• Currently unable toship online orders until December 12th 25

• The founders of thecompany both havebeen moving around operationsthroughout their existence25

Brand• Focus brand toonlycreate products that reflect the“sweet and spicy”

category, nobranching out tobitter, etc.25

• Nobrand story present inanyproducts, just ingredients used25Product• Only 5jellies, 3pickled products, and1kind ofpreserves makeup the

product line25

• All jellies arespice-based – meaning thatpepper is based ingredient25

Price• $5.00 to$6.50 is alittle more expensive compared toCascadian Farm25

• Localized shipping canbring the jar anadditional $7.4025

Place• Limited distribution in Kroger stores – 2stores inCincinnati and2 in

NKY25• Whole Foods distribution isonly available out in Colorado25

Promotion• Limited toonly 1channel of social media – Facebook, hasn’t been

updated since201325 27

• Very limited visibility - not promoted as muchasout in Colorado25

What can Made by Mavis learn?

Made byMavis has strengths increating unique, local jamsandjellies in aFrenchopen potbut lacks thebrand awareness that wouldhelp drive moresales. Mavis also has a tough time getting inagreement with thedistributor s who want tocarry the jam.

Made ByMavis can learn fromCascadian Farmthat theexpansion intodifferent retailers is akeyway to help spread thebrand, and that thescience ofwhat makes food “organic” can really shed some transparency.Another good idea is that thecompany canengage in local projects thathelp give back to the environment

The things thatMade byMavis can learn fromthis brand is that there areactually companies out there that arevery similar to what Mavis is alreadydoing. Lowering theprice might beagood way to help compete directly, andalso having apromotion to getadiscount off the total order canput MBMhead tohead with Shirley Ann.

Methodology:Conductedsecondaryandprimarydataresearchtodeterminethestrengthsandweaknessesofeachcompetitor.Secondarydataarticles(allfrom2015)includetheMadebyMavis,DelishDish,Cascadian Farm,andShirleyAnn’scompanywebsites,aswellasarticlesfromTheCornucopiaInstituteandtheFDA.PrimarydatawasgatheredfromanexperienceinterviewconductedwithMavisLinnemann-Clark

(A)forfurtheranalysis.

18

Table3A.– “SuperBrand”Analysis

Trappist St. Dalfour Oregon Growers

Strengths Company• OwnedbyMonasteryGreetings, areligious basedcatalogsite.26• FoundedbytheTrappist monksofSt. Joseph'sAbbey.26Brand• Createdaround thefactoftohelpself support themonkswho’ve

createdthebrandin the1950’s26• Brand is tied tothehistoryof themonksarrivaltoSpencer,whowere

openandfaithful tomoderntimes26Product• Currentlyhasover30varietiesofjams, jellies, marmalades,preserves,

andconserves26• All ofthosecanbeordered individually, orbyflavorcase,giftpacks,

andsamplersPrice• $4.50fora single12oz.jar.26

• SingleFlavorCase=$45.00,GiftPacks=$16.95-$32.95,Samplers=$24.95-$96.00(alleach).26

Place• MonasteryGreetingsexclusivelydistributes thejamthrough themail

order• Also onlyavailableatKroger stores26Promotion• Offersamailordercatalogthatthecustomercanautomaticallyget

afterfirstpurchase26• Givesoutfreegiftswhenorder isoverasetamount($30for free2016

calendar)26

Company• Privatelyowned familycompanyfounded in1984inFrance,same

ownership29• First companytoapply specialgrape juicetomakejamw/osugar29Brand• Everythingis producedunder thebrandname– nomiddlemanproduction26• Strives tomakeproducts tastegreat,andareashealthfulandnutritious as

possible26Product• Currentlyhas18varieties offruit conservesonthemarket29

• Also specializes inotherproductssuchas tea,honey,dried fruitperservates29

Price• $3.49-$5.10per10oz.bottle21• Ononline retailers likeAmazon,canbuy2 for$10.00andup30

Place• Found in retail stores likeKroger, alsoonline retailers likeAmazonB 30

• Canalsobeorderedonline fromherbal retailers, like iHerb andVitacost29Promotion• Utilizes FacebookandTwitter topostabouttheirproducts inaction3132

• Let’s thefollowers of thosesitesknowwhenanew flavoris launched31

Company• Founded in2003with theprincipleofcreatingwhattheycallFarmDirect

SpecialtyFoods33• Created tomakeproducts thatreflectandpromote theworkofareagrowers33Brand• Distribute products thatarecreatedfromPacificNorthwest ingredients33• Offerscompletecompanyhistory, transparentandeasyto find33Product• Offers14varietiesof jamonly33• 12outof14 jamsarecertifiedkosher33

Price• $6.50fora12oz.jar33• Jamgiftbox“trios”=$21.95a setPlace• Locally,availableatKrogerstores in theNorthernKentuckyarea33

• Offerswholesalers anddistributor companiesopportunities tosell/distributethe jams33

Promotion• Participates in taste tastingsarounddifferent supermarkets• Activeon5different socialmediaaccounts33

Weaknesses Company• MonasteryGreetingscannotshiftall focus tojams,haveover20

product lines tokeepincheck26• Companyvaluesmaynot translatewellwithcurrentMillennial

customers26

Brand• Religious backgroundmayturnsomepeoplewhodon’tbelieve in

religion atall26• Brandcharacterwouldbeconsidered “tooold-timley”for some

Millennial andGenerationZpopulation26

Product• All products featureoneortwobased ingredients, nounique

combinations26• Product labeldoesnotfeature transparencyofbrandstory26Price• Shippingchargescanreallyadd into totalprice– couldbespending

almost$10aloneononejar• Giftpack(of6) cost$5.95morethan ifjarswerebought separately26Place• Mailorderingcanbeahassle attimesduetoshipping method26

• Onlyononepartof shelf inKroger– nootherproducts featuredthroughoutstore26

Promotion• Freeitemsw/orderscanbeworthless little things thatareonly there

todriveinterest26

• Onlywaytosee promotions is togo tothecatalog’s siteandFacebook26 27

Company• Beingacompanybased inFrance,it is theonlycompanyoutof the

competition thatis international, notlocal29• Mainofficesandwarehouseare locatedinPhiladelphia, PA,another

warehouseout inLosAngles, CA – not localBrand• Labelsonproductsdonottell full storyofbrand29• Productbranding lookssimilar to those likestore-madebrands21Product• Comes inonlyonesize jar– 10oz.29

• Notall flavorshavethe two-fruit combinations29Price• $3.49-5.10pricetagmaycomparetheproduct tobemoreexpensive than

brands likeSmucker’s29• Pricesarevariedacrossdifferentpointsofdistribution – notonepriceis

set29Place• Around theCincinnati/NKY area,onlyavailable inKroger stores29• Online retailers is limited toselectherbal shops– somethatareunknownto

thegeneralcustomer29

Promotion• USonline storeshutdown in2012,hasn’t beenupdatedsince29• Socialmediaaccountsacross theAtlanticaremuchmoreactiveindoing

promotions and/orusingsocialmedia3132

Company• Resourcesare limited to justonearea– PacificNorthwest33• Thestandards theyhaveset forthemselves areverygeneric,wordedas

somethinganothercompanycanuseBrand• Somecustomershavebeengettingconfusedastohowthebranddescribes

“jam”andJelly”• Nobrandstorypresent inanyproducts, just ingredients used33Product• Fruitbased jamstakeup themajorityof theproduct line33

• Little tonoproductpairingsuggestions onproductlabel33Price• $6.50isexpensivecomparedtothose likeSt. Dalfour andTrappist25• GiftBoxeshavecustomerspendmoremoney– $2.95more33Place• Limiteddistribution inKroger stores– onlystore listed isNewport,KY location33• Supermarkettastesamplesarelimited toPortlandarea34Promotion• Nowayoffindingoutwhereyoucanobtaincoupons fordiscounts33• Very limitedvisibility - notpromotedasmuchasoutinOregon33

What can Made by Mavis learn?

Trappist canteachMBM lessons about thepossibility of settingupamail-orderdistributor orequivalent, because it reallyhelps present itself tonewtargetcustomers.While MBMcurrentlydoesn’thavealongbrand historyrightnow, itwill becriticaldown the road ifMBM were totargetawholenewsegment tocompliment theneed for transparency.

Made byMavis canlearn thatwhenthere is athreatoftakingout theonlinestoreandnotupdating thesite regularly,you lose alotof communicationbetween theaudience.Also, itwould bebest tosay that theherbal stores arenotagreat idea forMBM,because it’smore than justanessence,it’sawayoflife.

Oregon Growers areacompany that strives tocreateproducts thatarepromotingtheoutside workenvironment oftheir growers,and that’swhatMBMcanstrivefor in the future.Ifthebrandcanalso utilize thesupermarket tasting (especially inthe isle thatall ofthecompetition resides in), itwould makeforagreatopportunity todrive trial there too.

Methodology:Conductedsecondarydataresearchtodeterminethestrengthsandweaknessesofeachcompetitor.Secondarydataarticles(allfrom2015)includetheTrappist,St.Dalfour,andOregonGrowerscompanywebsites,aswellastheirsocialmediasites.

19

Table3B.– “SuperBrand”Analysis

Generation Z Millennials Generation X Baby Boomers Silent Generation

Demographics Age: 18 and younger8

Marital Status: Single8

Education: High School or below8

Work Status: Part time to none8

Ethnicity: Even more diverse - 24% Hispanic, 14% are African-American and 4% are Asian9

Age: 18-35 1

Marital Status: Single, but 21% married1

Education: College-Level, 23% bachelor’s degree or above, 36% still in school1

Work Status: Part time, 34% are in work force2

Ethnicity: Most ethnically diverse generation – 19% Hispanic, 14% African American, 5% Asian1

Age: 36-498

Marital Status: Married, over 65%8

Education: College-Level, 25% with some college degree8

Work Status: Full time, over 77% in work force8

Ethnicity 18% Hispanic, 12% African American, 7% Asian8

Age: 50-688



Work Status: Full time, over 61% in work force8


Age: 69-868



Work Status: Retired8


Psychographics Interests: friends, shopping, technology, food combinations that contain unusual, exotic or local ingredients1 3

Values: independence, entrepreneurialism, self-direction9

Traits: self-expressive, optimistic, knowledgeable1 5

Interests: friends, family, shopping, technology, food combinations that contain unusual, exotic or local ingredients1 3

Values: transparency, authenticity, history, heritage, variety1 4

Traits: self-expressive, optimistic, knowledgeable, desire to conserve money1 5

Interests: family, politics, money, patriotism11

Values: savvy, skeptical and self-reliant11

Traits: expresses uniqueness throughout generation, favors progressive values11

Interests: politics, family, patriotism, television11 12

Values: savvy, skeptical and self-reliant11

Traits: self-reliant, self-less, fair and ethical

Interests: , family, patriotism, television11

Values: tradition, ethics, order6

Traits: close-minded, lives a linear lifestyle, always respects authority13

Behavioral Brands: Facebook, Twitter, Chipotle Mexican Grill,3 6

Embraces technology to create their own paths to solve problems9

Adapts “filters” that can decipher through enormous amounts of content that are relevant to them10

Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter & Gamble, Chipotle Mexican Grill, Target, Whole Foods3 6 14

Achieves brand loyalty through buying local, supports local businesses, farmers, and local economy7

Influences the purchases of others based on recommendations, especially to peers6

Spends around $2,000 on e-commerce shopping a year12

Brands: Panera Bread, Chipotle Mexican Grill, Starbucks3 6

23% of online shopping falls between 36-4912

They have adapted into the mobile phone era, but prefer to be called than text13

Brands: McDonald’s, Wendy’s6

Helped to bring lasting change in social and cultural values and ending a war.15

24% of online shoppers are between 50 to 6812

Brands: McDonald’s, Subway, Arby’s6

Late adaption to the mobile market, resulting in disconnect with today’s digital world.13

Very conservative with money –save, save, save.13

Bottom Line This generation will become one that will embrace technology as it is perfected. They can filter through vast amounts of info quickly to get to pieces most relevant to them.

A generation that favors brands that are transparent, and have a history or heritage behind them. They will also favor brands that are in local markets, and will spread that brand loyalty to others.

Whilethisgeneration hasbecometheoneswhoarecatchingontowhat Millennials aredoing,theydostillputthemselvesfirst,andtheirvaluesupfrontfirst

This generationisraisedfromthosethatwerebornafterthepost-warera,andvaluesonfamilyandpolitics,inotherwordskeepingthe“AmericanDream”alive.

Averysilentgeneration, onethatretiresandlivesalinearlifestyle,andisboundtostickwithtraditions

Methodology:Conductedsecondarydataresearchtodeterminedemographics,psychographics,andbehavioralcharacteristicsacross 5generations.Fifteenarticles,with60%ofthemfrom2015,wereexaminedfromthefollowingsources:Nielsen,PewResearchCenter,BCGPerspectives,Forbes,BostonConsultingGroup,AdvertisingAge,FastCompany,BusinessInsider,WestMidlandFamilyCenter,andMotleyFool.20

Table4.– GenerationalAnalysis

Prime: Millennial College/Post Graduate students who already visit Panera Bread, and shop at grocery stores

Strategic: Millennial College/Post Graduate students who visit another sandwich-based shop

General: Millennials

Demographics Age: 18-35 1


Location: Greater Cincinnati/NKY1




Age: 18-35 1


Location: Greater Cincinnati/NKY1




Age: 18-35 1





Psychographics Interests: friends, family, shopping, technology, food combinations that contain unusual, exotic or local ingredients1 3









Behavioral Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter & Gamble, Chipotle Mexican Grill, Target, Whole Foods, McAlister's Deli, Jason's Deli 3 6 14 16



Millennials alone have helped increase sales in sandwich sales by 4.8%, in a $27.7 billion dollar market16

Spends around $2,000 on e- commerce shopping a year12

Has a strong preference for farm-to table and organic groceries3

26%of Millennials sign up online to score better deals35

69% of Millennials shop for groceries in grocery stores.17

Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter & Gamble, Chipotle Mexican Grill, Target, Whole Foods, McAlister's Deli, Jason's Deli 3 6 14 16



Millennials alone have helped increase sales in sandwich sales by 4.8%, in a $27.7 billion dollar market16

Brands: Facebook, Twitter, Starbucks, Panera Bread, Procter & Gamble, Chipotle Mexican Grill, Target, Whole Foods3 6 14



Bottom Line Millennials are aged 18-35, are currently in college or graduated from college (36%, 23%), are interested in friends, families, and foods that are exotic and local. Achieves brand loyalty through local companies and are influential to their peers. They have also turned to sandwich-based shops, helping to increase sales. They are also getting their groceries in dedicated stores, and prefer farm-to-table and organic groceries

Millennials are aged18-35,are currently incollege orgraduatedfrom college (36%, 23%),are interested in friends, families, andfoods thatare exotic and local. Achieves brand loyalty throughlocal companies and are influential to their peers. They havealso turned to sandwich-based shops, helping to increase sales.

Millennials are aged18-35,are currently incollege orgraduated from college (36%,23%),are interested infriends, families, and foods thatare exotic and local.Achieves brand loyalty through local companies and areinfluential to their peers.

Methodology:Conductedsecondarydataresearchtodeterminedemographics,psychographics,andbehavioralcharacteristicsacross 5generations,whichwasthenusedtofurtherdeterminethePrime,Strategic,andtheGeneraltargetmarket.Elevenarticles,with55%ofthemfrom2015,wereexaminedfromthefollowingsources:Nielsen,PewResearchCenter,BCGPerspectives,Forbes,BostonConsultingGroup,BusinessInsider,

MotleyFool,AdvertisingAge,andBrandChannel 21

Table5.– TargetSegmentAnalysis

22

Table6.– TargetMarketAnalysis

# KeyCompetitiveAdvantages KeyTargetMarket Characteristics PositioningBenefits

1. Asacompany,became amemberoftheKentuckyProudlineofproducts

Achievesbrandloyaltythroughbuyinglocal,supportslocalbusinesses, farmers,andlocaleconomy

“Locally exoticcombinations inmany

varieties”Local companywithingredients madeopenly,andcontainblends thatbreakawayfromtraditionaljamsandspreads

2. Currentlyhasover18varietiesofjams,jelliesandspreads,rangingfromsweet,spicy,andbittertastes

Interestedinfoodcombinations thatcontainunusual,exoticorlocalingredients

3. Alljams,jellies,andspreadsmadefromFrenchopenpotmethod

Valuestransparency,authenticity,history,heritage,variety

4. Offers aJamoftheMonthClub– 6Month$90,12month$165

Spendsaround $2,000one- commerce shopping ayear “Exclusive jamofmonthclub”

Bringtogetheraproductthatwillhelptargetcustomer realizedealthey’regetting

5. Dealwhereifyouorder5jarsthroughtheonlinestore,yougeta6th jarfreeatanytimewithapromocode:BUY5

26%ofMillennials signuptositestoscorebetterdeals

Brand Character:Fun,diverse,andexotic

Tagline:That’smyJam!

Figure1.– PerceptualMap

10

10

1

Locally exoticcombinationsinmanyvarieties

Exclusivejamofm

onthclub

1

Nationally,sameoldjams

NotE

xclusiv

e,otherproductsofm

onth

23

Table7.– MarketingMixAnalysis

MarketingMix

Brand/Product: MadebyMavis

BrandCharacter:Fun,diverse,andexotic

PositioningBenefits:Locallyexotic combinationsinmanyvarieties&exclusive jamofmonthclub

Product Promotion

• Currentlyhasover18varietiesofjams,jelliesandspreads,rangingfromsweet,spicy,andbittertastes19

• (mostpopular– CherryBomb)19A• Allproductsmadewiththefinestingredients

andorganicspices19• ProductsmadefromFrenchopenpot

method19

• Offersnewsletterstothosethatsignupwithanemailaddresses19

• OffersdifferenteventslikeFarmer’sMarketasameansofspreadingwordaboutsaleofproduct19

• Dealwhereifyouorder5jarsthrough theonlinestore,yougeta6th jarfreeatanytimewithapromocode:BUY519

Place Price

• CurrentlyavailableatKroger,intheKentuckyProudshelf,aswellasWholeFoodsandseverallocalizedmarketsinKentuckyandOhioA 19

• AlsocanbeorderedonlinethroughherShopify siteA

• $7.99-$$9.99, fora224gramjar.19• JamoftheMonthClub– 6Month$90,12

month$16519

Strengths Weaknesses

Client• Mavis Linnemann-Clark is a head chef who shares her passion for gourmet food and unique global flavors18

• Graduated from the #1 culinary arts school in the Chicagoland area, with a certificate in Catering and Personal Chef18

• Describes herself as a fun individual who is educated with the arts of cooking, and strives to turn the traditional dishes into something new, but with a twistA

Company• Subsidiary of Delish Dish, built as an addition to the catering services that the Delish Dish offersA

• As with being the executive chef and owner of the Delish Dish, Mavis own the Made by Mavis brand19

• As a company, became a member of the Kentucky Proud line of products20

Brand• Locally owned and operated right out of Covington, KY.20

• Created around the principles of transporting Mavis’ favorite gourmet flavors from her kitchen to the customer’s home19

• Current brand image is making the customer fell “welcome, open”A

• Offers canning classes that brings friends and alcohol together to create their own mason jar of jam19.

Product• Currently has over 18 varieties of jams, jellies and spreads, ranging from sweet, spicy, and bitter tastes19

• (most popular – Cherry Bomb)19 A

• All products made with the finest ingredients and organic spices19

• Products made from French open pot method19

• Shelf Life of 2 yearsA

• Each jam/jelly has suggested “partners in crime” – pairings that compliment each individual jar flavor19

• Jams can be used as a “gift idea” – in a box set or sold individually19

• Mavis (as a client) suggested that her jams go great with sandwiches, including deli-style sandwiches and grilled cheeseA

Price • $7.99-$$9.99, for a 224 gram jar.19

• Jam of the Month Club –6 Month $90, 12 month $16519

Place• Currently available at Kroger, in the Kentucky Proud shelf, as well as Whole Foods and several localized

markets in Kentucky and OhioA 19

• Also can be ordered online through her ShopifysiteA

Promotion• Offers newsletters to those that sign up with an email addresses19

• Offers different events like Farmer’s Market as a means of spreading word about sale of product19

• Deal where if you order 5 jars through the online store, you get a 6th jar free at anytime with a promo code: BUY519

Client• Biggest challenge for Mavis is finding distributors to carry the productsA

• On top of that, the distributors that do carry her product will not allow her to control product placementA

Company• Still operating out of a incubator kitchen in the Northern Kentucky Incubator Kitchen in

Covington, KYA

• Smaller workforce – 5 full time and 7 Part time employeesA

• Communication between company and distributors is difficult at times, and can lead to miscommunication20

Brand• Overall low product awarenessA

• The process of getting the brand into stores can take as long as 6+ monthsA

Product• Jar is considered to be smaller compared to the competition• While all products are made with finest ingredients and organic spices, not all of the

ingredients within the jar are natural or organica

Price• 224 grams for $7.99-$9.99 is considered to be “too little for that much”5

• Distributors like Kroger are charging over $1.50 more than what Mavis would like to chargeA

Place• Original location of product is difficult to find at first, have to walk a ways to find Kentucky

Proud shelfB

• Shelf is considered to be smaller on the Kentucky Proud ShelfA

Promotion• Heavy reliance on holiday sales in order to see temporary sales boostA

• Website in itself has not been regularly updating with news about brand19

• Online sales shipping is costly, varies based on location origin of orderA

Bottom Line: Made by Mavis possess strengths that include having the the passion and love for creating global, unique flavors through gourmet food, and founding a company that bears its name as a part of the Kentucky Proud. Additionally, the products themselves are all handcrafted, made with the finest ingredients and organic spices, and gives a lot of variety through 18 flavors.

Bottom Line:Made by Mavis posses weaknesses that affect theclient inways thataffect the placement ofherproduct,the communication ofgetting herproduct where she wants iton theshelf, and the reliance ofweb sales for short termsale surges. Additionally, the lackofbrand awareness is aresult of the product itself being hard to find right fromtheget-go.

Methodology:ConductedsecondaryandprimarydataresearchtodeterminetheSWOTanalysisforMadebyMavis.Secondarydataarticles(allfrom2015)includetheMadebyMavisandDelishDishcompanywebsites,aswellasarticlesfromKentuckyProudConnectionandForbes.PrimarydatawasgatheredfromanexperienceinterviewconductedwithMavisLinnemann-Clark(A)forfurtheranalysis.

24

Table8a.– SWOTAnalysis(Internal)

Opportunities Threats

Suppliers• New ways to gather local suppliers within the Northern Kentucky/ Greater Cincinnati Area• Create products that reflect and promote the work of area growers33

• Give pressure to farmers to help improve quality of resources

Manufacturers• Expansion of the 1,500 feet warehouse into another area20

• Possibility of combing office and operations into one20

Distributors• New channels of getting product out from point A to B• Offers wholesalers and distributor companies opportunities to sell/distribute the jams33

• Can become picked up by a mail order catalog site catalog site.26

Retailers• Expansion into different retailers is a key way to help spread brand awareness• Retailers that would be a good fit –Whole Foods, Target, Mcaliaster’s Deli16

Target Customer• Driven interest from those who seek out those unusual, exotic combinations of flavors1 3

• Online shopping tends will pick up -spends around $2,000 on e-commerce shopping a year12

Demographic, Social, and Culture Factors• Shifting trends towards products and brands that have heritage, variety1 4

• Increasing popularity of deals and BOGO promotions25

Competition• Since it is the only artisan jam company out of the NKY area, it can create its own competition19

• Can join forces with a company in which it has national awareness at retailers like Whole Foods.25

Economy• Enjoyment of the current snack market can rise in overall market down the road36

• Meal replacements that are low-prep and prepackaged with little to no clean up are in high demand36

Political/Legal• Opportunity to become a nationally trademarked company19

Technological• Further enhance social media communication like on Twitter and Stubleupon33

Natural Environment• Retool the production of the jam to help better sustain the natural environment33

Suppliers• Weather changes can threaten the production of fruits/ingredients needed to make the productA

• Higher prices can be inflicted, espically on locally produced produceA

Manufacturers• Expansion of production site may fall through due to fincial reasons30

Distributors• Contuine to have trouble keeping communications in order with the distribution companyA

• Possibilty that if due to low sales or just not a very popular product line, can be dropped from distribution lineA

Retailers• Current product position in Kroger sees the product being grouped with other local prodcuts for a lot lessB

• New retailers that do carry her product will not allow her to control product placementA

Target Customer• Most customers think of only regular jelly compared to artisan line like MBMA

• Sudden shift in Millennial eating habits may throw MBM off guard, then need to reposition36

Demographic, Social, and Culture Factors• Future generations shift towards more self-expressive, must be “all about them”1 5

Competition• Competition has akready walked in the door and done things that MBM is starting to do, like Trappist

having 30 varieties of jams, jellies, marmalades, preserves, and conserves26

Economy• Potiental econmic downturn can affect local businesses across locally and and nationally

Political/Legal• A competitor that is already on the market may take leagal action if MBM brand/product is a conflict of

interest/trademark infirngement33

Technological• Does not capitalize on new technilogy that will help increase the number of units made and

decreasesproduction time20

Natural Environment• When choosing the areas that the fruit and ingredents are picked from, it could lead to destruction of that

paticular area.19

Bottom Line: Made by Mavis sees opportunities to really expand into markets and retailers that would both help push the product out on the shelves and are places that Milennials overall go to. The change of the target customers’ taste can also lead on some new opportunitie s for new flavors, as well as the ever growing snack market

Bottom Line:Made byMavis is threatened bytarget customers who donot think ofherbrand asa”standard” jelly,distributors who are troubling tokeep communications upwith, and the fact that inKroger stores, thebrand is currentlybeing positioned on ashelf where thecompetitors are local anda lot less expensive.

Methodology:ConductedsecondaryandprimarydataresearchtodeterminetheSWOTanalysisforMadebyMavis.Secondarydataarticles(allfrom2015)includetheMadebyMavisandDelishDishcompanywebsites,aswellasarticlesthatarereferencedinTables2a-3a,CompetitiveAnalysis.PrimarydatawasgatheredfromanexperienceinterviewconductedwithMavisLinnemann-Clark(A)andindirectobservations(B)

forfurtheranalysis.25

Table8b.– SWOTAnalysis(External)

“Iwouldmovethesejamsoverto…”

Figure1– 3:14-3:20P.M“Afterwanderingaround thejam/jellysection attheendoftheisle,Iwaswalkingthrough thedairysection, andacrossfromitwasthefrozenfoodsection, stoodthis“KentuckyFavorites”section – wheretherestood theMadebyMavisjars.Myfirstimpression – whatanoddplacetoshelveit,anditblendsintoo!“

Figure2:“IwouldmovethejarsovertotheLiveNaturally section, whereitwouldbejoinedbyother naturallyhealthyjamsandspreads.Tworeasonswhy– foronething, it’scloser totheentrance,

andtwo,itdoesattractmoreMillennialagedpeople ‘basedonobservation”

BottomLine:MadebyMavishasgourmetjams thatare locatedinthebackofthestore,onaspecial“KentuckyMade”shelf,andthattheyshouldbemovedtothefrontofthestoreinthe“LiveNaturally”section.ThiswouldhelpMillennials thatarevaluing transparencyandauthenticity intheirproductstomaketheirwayovertotheLiveNaturally section

Methodology:TheobservationwasconductedattheNewportKrogerlocationonWednesday,November18th,betweenthetimeof3:14-3:35.Theobservationincludeda15minutestudyofboththejam/jellylineandtheLiveNaturallysection.TwophotosweretakenanduploadedtoInstagram

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Figure2.– IndirectObservations

27

Table9.– DirectObservations(Chart)Objective:Conduct direct, hidden observationsofcustomersordering at

PaneraBreadinNewport, KY

ObservedUnit

Gender(0=Male,1=Female

Millennial

Looked atmenu

Onmobiledevice

Withsomeone

OrderedFood

OrderedSandwhich

Inahurry,<30mins.

1 0 1 0 1 0 1 1 02 1 1 1 0 1 1 0 03 1 1 1 0 1 1 0 04 0 1 1 1 0 1 1 15 1 1 1 0 1 1 1 16 0 1 1 0 0 1 1 07 1 1 1 1 1 1 1 18 1 1 1 0 1 1 1 19 1 1 1 1 1 1 0 010 0 1 0 1 0 1 1 011 1 0 1 0 1 1 0 112 1 0 1 0 1 1 0 013 0 1 1 1 1 1 1 014 0 0 1 0 1 1 0 015 0 0 1 0 1 1 0 016 0 1 1 0 0 1 1 017 0 1 1 0 0 1 0 018 1 1 1 1 1 1 1 019 1 1 0 1 1 1 1 020 0 1 0 1 1 1 0 0

Male 10 4 4 11 6 0 9 15Female 10 16 16 9 14 20 11 5Male% 40% 35% 25% 20% 50% 30% 5%Female% 40% 45% 20% 50% 50% 25% 20%

Figure3.- DirectObservations(Graph)

BottomLine:Forthe80%ofthesamplesizethatareMillennials,theywilllookup themenuandfigureoutwhattheywant(moredominantinfemalesthanmales).All100%ofthemordered food,andoutofthat100%(16Millennials outof20totalsample),over55%ofthepopulation orderedasandwichofsomesort.IfMBMspreadsareorderedatPanera,andthetargetcustomerweretolikethebrand/product,atleast70%ofthepopulation hassomeonewiththemsothattheycanspreadtherecommendationoftheproductdirectlytothepersonsittingacrossfromthem.

40%

35%

25%

20%

50%

30%

5%

40%

45%

20%

50%

50%

25%

20%

0% 10% 20% 30% 40% 50% 60%

Millennial

Lookedatmenu

Onmobiledevice

Withsomeone

OrderedFood

OrderedSandwhich

Inahurry, <15mins

Whatactions/attributesdoMillennials performwhileat

PaneraBread?

Female%

Male%

Methodology:Conductedalive,direct,inpersonobservationatthePaneraBreadlocationinNewport,KentuckyonSunday,December6th,2015.Theobservationranfrom1:50PMto2:50PM.ObservationsweregatheredtohelpfurtheranalyzehowMBcanpenetratewithtrialatPaneraBread

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Figure4.– SampleSurvey (Graph)

1.9% 0.4%4.5%

7.0%

17.8%

25.9%

33.3%

7.0%2.1%2.3% 0.9%

6.0%8.3%

21.9% 21.7%24.9%

10.6%

3.4%

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%

Never OnceaYear SeveralTimesaYear

Onceamonth

2-3timesamonth

Onceaweek 2-3timesaweek

4-6timesaweek

Daily

Howoften,ifall,doyoudoanyofthefollowing?(Eatdinnerorlunchout)

EatDinner Out(n=471)

EatLunch Out(n=470)

BottomLine:Millennials arefindingthemselveseatingoutalotmorethanusual,andthetrendisthatisformoretowardseatingoutfordinnerthan lunch.ForthecompanyPanera,amajorityoftherespondents (top two)eatoutthereseveraltimesayeartoonceamonth.Thistiesinwiththetargetcustomerstoryandthe brand,asthisfrequencyofvisitscanhelptargetthosespecificcustomers

Methodology:ConductedasamplesurveyofMillennials livinginGreaterCincinnatiandTri-State(Ohio,Kentucky,andIndiana)area(N=471)duringNovember24andDecember2,2015.Inthesurvey,respondentswereaskedaseriesofcategoricalandmetricquestionsmeasuringvarietyofdemographic,psychographic, andbehavioralvariablesrelatedtofoodconsumption

29

Purpose: To bringunusual,exoticflavorsintoproductswelovelikesandwiches

TargetCustomer Prime:Millennial College/PostGraduatestudentswhoalreadyvisitPaneraBread,andshopatgrocerystoreslikeKroger

BrandPerformance Equities

Functional• Locallyownedand

operatedrightoutofCovington,KY

• Different,Unique,flavorsinover18combinations

• OffersspecialJamoftheMonthClub

• Goesgreatwithbrandsyoualreadyuse,likePanera

• Backedbyaclientwhodescribesuniqueprocessopenly

Experiential• SupportingtheKentuckyProud labelof

products• Providesflavorcombinationsthat

provenolimit• Enablesopportunities togivethe

spreadofchangetoanother likemindedperson

• Goeshandinhandwheremenusaretopofmindawareness

• Experiencejams,jellies,andspreadsinwaysthatarecompletelyunusual

Emotional• Satisfaction• Boldness• Self-expressive• Optimistic• Knowledgeable

BrandBenefit Jarsthatcanreallyputaunusual,exotictastesintoyour sandwichandmouth,allopenlymadeinadifferentway

Reasons toBelieve Mavis-LinnemanClarkstrivestobringthefunanddedicationoftransportingMavis’favoritegourmetflavorsfromherkitchen tothecustomer’shome

BrandPositioning A brandthatreallywantstomaketheirjams,jellies,andspreadsfeelmuchmorethanajaratthegrocerystore– somethingyoucanexperience inperson

BrandEquity Eating MadebyMavisproductsmakesmysandwichfromPanerafeelalotmoreexotic

BrandCharacter Unique,exotic,andmulticultural

Tagline “Creatingexotic JAMwiches”

Table10.– BrandingFundamentals

1. Nielsen(2014).Millennials:Breakingthemyths. Nielsen.Retrievedfromhttp://www.nielsen.com2. Fry,R.(2015).Millennials surpassGenXers asthelargestgenerationinU.S.laborforce.PewResearchCenter.Retrievedfromhttp://www.pewresearch.org/3. Barton,C.,Koslow,L.,Fromm,J.,Eagan,C.(2012).MillennialPassions:Food,Fashion,andFriends.BCGPerspective.Retrievedfromhttps://www.bcgperspectives.com/4. Nielsen(2015).Millennials in2015:Retaildeepdive.Nielsen.Retrievedfromhttp://www.nielsen.com5. Sun,W.(2015).7FrighteningMillennialMoneyTrends.Forbes.Retrievedfromhttp://www.forbes.com/6. Barton,C.,Koslow,L.,&Beauchamp, C.(2014).Thereciprocityprinciple.TheBostonConsultingGroup.Retrievedfromhttp://www.bcg.com7. Formm,J.(2015).BrandsConnectingWithMillennialMomsCapitalizeOnHealthyFoodTrends,ConvenienceAndCommunity.Forbes.Retrievedfromhttp://www.forbes.com/8. PewResearchCenter(2015).ComparingMillennials toOtherGenerations.PewResearchCenter.Retrievedfromhttp://www.pewresearch.org/9. Bernstien,R.(2015).MoveOverMillennials -- HereComesGenZ.AdvertisingAge.Retrievedfromhttp://adage.com/10. Finch,J.(2015).WhatIsGenerationZ,AndWhatDoesItWant?FastCompany.Retrievedfromhttp://www.fastcoexist.com/11. Taylor,P.(2014).GenerationX:America’sneglected‘middlechild’.PewResearchCenter.Retrievedfromhttp://www.pewresearch.org/12. Smith,C.(2015).GenXandbabyboomers presentahugeopportunityforonlineretailers.BusinessInsider.Retrievedfromhttp://www.businessinsider.com/13. WestMidlandFamilyCenter.(2015).GenerationalDifferencesChart.WestMidlandFamilyCenter.Retrievedfromhttp://www.wmfc.org/14. Cooper, T.(2013).Millennials AreFlockingtoTheseCompanies.MotleyFool.Retrievedfromhttp://www.fool.com/15. Zogby,J.(2009).TheBabyBoomers'Legacy.Forbes.Retrievedfromhttp://www.forbes.com/16. Morrison,M.(2013).MoreAmericansDiningOutonSandwichesBoostsCategoryGrowth.AdvertisingAge.Retrievedfromhttp://adage.com/17. Miller,M.(2015).HowMillennials AreSwayingRetailerstoRespectTheirPurchasingPower.BrandChannel.Retrievedfromhttp://www.brandchannel.com/18. TheDelishDish(2015).Company Site.Retrievedfromhttp://delishdishcincy.com/19. MadebyMavis(2015).CompanySite.Retrievedfromhttp://made-by-mavis.myshopify.com/20. Aldridge,C.(2015).Mavislinnemann-clark putdownherredpenandpickeduphercanningpottofindhertruecalling.KentuckyProudConnection.Retrievedfrom

http://www.kyproud.com/21. Cascadian FarmOrganic(2015).CompanySite.Retrievedfromhttp://www.cascadianfarm.com/22. Cascadian Farm(2015).GeneralMills.Retrievedfromhttps://www.generalmills.com/23. TheCornucopia Institute(2015).CascadianFarm.TheCornucopiaInstitute.Retrievedfromhttp://cornucopia.org/24. Foster,K.(2015).GeneralMillsVoluntarilyRecallsaLimitedQuantityofFrozenCascadianFarmCutGreenBeans.FoodandDrugAdministration.Retrievedfromwww.fda.gov/25. ShirleyAnn’sSpecialties(2015).CompanySite.Retrievedfromhttp://www.shirley-anns.com/26. MonasteryGreetings(2015).Companysite.Retrievedfromhttp://www.monasterygreetings.com/27. Facebook(2015).MonasteryGreetingcompanypage.Retrievedfromhttps://www.facebook.com/28. Facebook(2015). ShirleyAnn’sSpecialtiescompanypage.Retrievedfromhttps://www.facebook.com/29. St.Dalfour (2015).Companysite.Retrievedfromhttp://www.monasterygreetings.com/30. Amazon(2015). St.Dalfour JamSearchresult.Retrievedfromhttp://www.amazon.com/31. Facebook(2015). St.Dalfour (US)companypage.Retrievedfromhttps://www.facebook.com/32. Twitter(2015).St.Dalfour (UK)companypage.Retrievedfromhttps://twitter.com/33. OregonGrowers(2015).Company site.Retrievedfromhttp://www.oregongrowers.com/34. Facebook(2015). OregonGrowerscompanypage.Retrievedfromhttps://www.facebook.com/35. Johnson, L.(2015).26%ofMillennials GiveFakeBirthdaystoScoreBetterOnlineDeals.AdWeek.Retrievedfromhttp://www.adweek.com/36. Fromm,J.(2015).SnackingHabitsOfMillennialParentsAreShapingTheCategoryForFutureGenerations.Forbes.Retrievedfromhttp://www.forbes.com/

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ReferenceList

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Date post:	07-Apr-2017
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