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WHAT’S 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.


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.


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


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!”


mailto:[email protected]

https://www.linkedin.com/pub/andrea-niemeyer/96/381/883

APPENDIX

10

A - Table 1 - Experience Survey of Mavis Linnenmann-Clark……..………....11

B - Table 2 - Competitive Analysis…………………………………………….…..........12

C - Table 3 - Generation Analysis……………………………………………….….………14

D - Table 4 - Experience Surveys of Target Customers...……....................16

E - Table 5 - Observations (Raw data) ………………………............................17

F - Figure 1 - Observations (Findings)………..…….....................................18

G - Figure 2 - Sample Survey (Findings)………………………………….….….….….19

H - Figure 3 - Sample Survey (Findings)………………………………....…..……....20

I - Table 6 - SWOT Analysis Summary……………………………………..….……..…21

J - Reference List.......................................................................................23


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 with. Pairing them with sandwiches, breakfast

items, chicken, or when nibbling on snacks and enjoying a cocktail of your choice.

They are all bold, unique flavors. They are not your typical jam and she does not want them to be

paired with your everyday food items like toast and crackers. She has different views like using

on chickens and ice cream. All are made from the finest ingredients and are hand prepared in

small batches of 30 in old fashioned French copper jam pots.

Local produce and local spices.


12

APPENDIX B: TABLE 2How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Competitive Analysis - Strengths

Chipotle Panera Bread Starbucks Five Guys McDonalds Subway

Moe’s

Southwester

n Grill

Stay true to values by

using high quality

ingredients8

Healthiest menu

choices at all times

of the day8

Laid back,

lounge-like

atmosphere8

Well rounded

menu108

Low prices8 Fresh ingredients

and healthy

dining8

Never use

microwaves8

Interactive

environment9

Welcoming

environment8

“Starbucks

Evenings”

serving

beer/wine8

Free extra

toppings10

Served very fast8 Franchising

model8

Marketing aimed

at college students

and millennials8

Cooking in front of

customers9

Free Wi-Fi8 Free Wi-Fi8 Good pay/bonus

opportunities

for employees10

Going to reinvent

themselves8

Worldwide

presence8

Reference popular

movie characters

in menu8

All food is freshly

prepared9

Having a presence

for breakfast,

lunch, and dinner10

Large presence

in grocery stores

with packaged

goods8

Family owned

and operated 8Starting all day

breakfast8

Loyalty cards8 Gave discounts to

flood victims10

Very popular with

millennials8

“No No List” of

ingredients they

will no longer use

to become

healthier10

High volume of

stores opening up

around the globe8

Large growth

and expansion

out of the US8

Variety in the

menu8

Large advertising

and promotion

based; use

professional

athletes 10

Large off premises

catering presence8

Bottom Line:

A very popular spot with

millennials where they

cook in front of you

while staying true to

core values.

A welcoming

environment who

has the healthiest

menu at all times

during their

working day which

appeals to

millennials.

Has a large

presence in

grocery stores

with their

packaged goods

Family owned

and operated

business gives

the personal

feel that Made

by Mavis is

expressing as

well.

Serves very fasts

and has a large

variety in their

menu which really

appeals to the

millennial

generation.

They use fresh

ingredients and

use loyalty cards

to keep the

customer happy

and bringing back

business.

A company whose

target market is

in line with Made

by Mavis and is

targeting

millennials.

Methodology: Conducted competitive analysis of Chipotle Mexican Grill to determine brand attributes and compared

it to competitive brands using secondary data from Motley Fool, Fast Company, and Advertising Age in October 2015.

13

APPENDIX B: TABLE 2 How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Competitive Analysis - Weaknesses

Methodology: Conducted competitive analysis of Chipotle Mexican Grill to determine brand attributes and compared

it to competitive brands using secondary data from Motley Fool, Fast Company, and Advertising Age in October 2015.

Chipotle Panera Bread Starbucks Five Guys McDonalds Subway

Moe’s

Southwester

n Grill

Cannot locate enough

sustainably-raised meat9

Rising expenses

continue to weigh

on profitability8

Uneven

international

growth 8

No advertising 10

Brand fatigue 8 Not good-tasting

subs/sandwiches 8Was sued by

dozens of

franchisees 8

Not open late hours9 Consumers

searching out

alternatives for

dinner10

Prices of coffee

continues to rise8

Decline many

interview

requests10

Food health and

safety concerns 8Spokesman Jared

Fogle scandal 10

Bad name to the

franchising

modeling way of

business 8

Not expanding their

menu8

Not a large

advertising

presence10

Getting too

involved in

technology10

Not interested

in expanding

their menu8

Multiple store

closures

worldwide8

Declining sales 10 Privately owned 8

Upper scale fast food9 Other companies

becoming more

health continuous10

High prices for

many customers8

No public stock

option8

Image problems 8 Losing "face to face

" contact by using

Smartphone Apps 9

Only 550 locations

nationwide 8

Higher prices because of

food standards9

High expenses for

media advertising10

Losing "face to

face" value10

Constantly

resist change8

Falling sales

worldwide due to

competition 8

Losing Executive

Tony Pace 10

Same semi-fancy

décor as

competition 8

Bottom Line:

Higher prices because

of food standards and

them sticking to using

sustainably-raised

meat.

Rising expenses

that are

continuing to

weigh heavy on

their profitability

levels.

High prices for

many

customers

which can turn

them away.

Not interested

in expanding

their menu

and allowing

the variety

that

millennials

love hit its

potential.

Falling sales

worldwide due to

competition

being so similar

to the products

and having

extreme image

issues with the

brand.

Not good-tasting

subs/sandwiches

can play in the

role of declining

sales.

Smaller

company with

not as many

locations.

14

APPENDIX C: TABLE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Generation Analysis

Methodology: Conducted generation analysis to determine what makes each generation unique and different from

one another and how each generation could appeal to the brand using secondary research (Nielson, Gallup, Pew

Research)

GENERATION Z MILLENNIALS

Born in 1995-Present12

Born in 1977-199512

Make up 24% of the US population12


1% in the workforce12

19% Hispanic, 14% African American, 5% Asian12

Still forming their identities11

21% married & 20% same sex couples12

Too young to tell what will form them12

36% of women have children12

Deep connection with technology13

High education levels13

Rumored to be called the 'Selfie Generation' in regards

to their use of technology already13

53.5 million in the workforce12

Income: $25K for younger ones (18-27) and $45K for older

ones (28-36)12

Younger (18-27) still live at home11

Older ones (28-36) have careers and families11

Prefer to live in dense, diverse urban villages13

Health conscious12

20% fully engaged in the hospitality industry11

Chipotle is very popular with Millennials12

Care about family, friends, and philanthropic causes13

Value internet access11

Value authenticity and creativity12

Online guest reviews have a strong influence12

Value self-expression and artistic pursuits11

Value feeling like they have a personal direct interaction

with a brand12

Over 60% will pay more for a product if it is good for the

environment12

70% say a company's commitment to the community would

influence them to work there12

Technology dependent12

Buy local goods made by members of their community12

Prefer walking as a means of travel11

Sleep with cell phones13

Use social media as their main form of interaction13

Bottom Line: Generation Z is a

young generation but what is most

appealing about them is they are

still forming their identities. They

can be influenced by their elders

into trying and liking a certain

product which is perfect for newer

companies like Made by Mavis.

Bottom Line: Millennials are

highly influenced by buying goods

locally. They value self expressions

and like to have a personal

interaction with brands. Made by

Mavis follows in the very foot steps

that Millennials choose to spend

their day to day values on.

15

APPENDIX C: TABLE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Generation Analysis continued…

Methodology: Conducted generation analysis to determine what makes each generation unique and different from

one another and how each generation could appeal to the brand using secondary research (Nielson, Gallup, Pew

Research)

GENERATION X BABY BOOMERS

Born in 1965-197612

Born in 1946-196412





Second largest group in the

workforce12

42% married12

22% fully engaged in the hospitality

industry11

6% unemployment rate12

Value services to be reliable13

Retiring12

Recommendations by friends/family is

a strong influence12

Top markets on east coast13

Spend more money with low brand

attachment12

25% fully engaged in the hospitality

industry11

Value their problems to be solved

quickly11

Recommendations by friends/family is a

strong influence11

62% appreciate the influence of culture12

55% its their responsibility to take care

of an elderly parent13

Use cars to travel13

SILENT GENERATION

Born in 1925-194512


Make up 12% of the US

population12

83% of the 65+ say that have

grandchildren12

2% in the workforce12

Highest wealth12

26% fully engaged in the

hospitality industry11

Value their problems to be solved

quickly11

Watch twice as much TV as

millennials13

Spend a lot of time with family13

Bottom Line: Generation X makes

up a larger portion of our US

population and they like to spend

money. They get their

recommendations for their family

and friends and value their services

to be reliable!

Bottom Line: Baby boomers are

now in the retiring stages of their

lives and they are very influenced

by recommendations of products by

their family and friends. They

really appreciate the value of

culture which runs along perfectly

which Made by Mavis’ flavors being

influenced by traveling

experiences.

Bottom Line: Silent generation

are an elderly generation but they

are extremely wealthy. Most of

them have grandchildren who

could fit into the ranks of the

Millennial category. Their

grandchildren could introduce

them to newer things like Made by

Mavis.

APPENDIX D: TABLE 4

16

Experience Surveys of Target

Customers Marketing research objective: Conducted an experience survey with three millennial consumers inquiring their thoughts on locally

operated products, how they feel about pairing jams with beer/alcohol, the types of food they associate with jams, how often they consume

jams/jellies and if they have ever heard of Made by Mavis.

Question Consumer 1 Consumer 2 Consumer 3

Q1: What are your thoughts

on pairing jams with

different beers/alcohols?

Q2: When you think of jams,

what types of food do you

think of eating along with it?

Q3: Does it interest you any

if a food is locally

operated/owned?

Q4: How often do you eat

jams and jellies?

Q5: Have you ever heard of

Made by Mavis? If not, what

type of product would you

think they would produce?

I think it would give it a

bitter taste or wouldn’t taste

very good!

Toast and biscuits. I think

that’s all that sounds

good.

No, not in the least.

Maybe 3 times a year

when I go to Cracker

Barrel.

No and I would think they

made dog treats.

I think its fine. My first

thoughts are wine and

cheese with a jam.

Crackers, peanut butter,

cream cheese, biscuits, and

pies.

Yes, very much so.

Two or three times a

week. I love peanut

butter and jelly

sandwiches.

I want to say I have but I am

not sure. I would think they

would make children’s stuff.

I will eat and drink anything

at least one time if I see

someone else trying it.

Toast or bread, sandwiches.

Yes, very much so. More than

any other, I would buy locally

90% of the time before any

other choice.

Not very, once a month at the

most. A jar of jam lasts a long

time so I do not need to

purchase it often.

It rings a bell but I am not

sure. It sounds like something

to do with an auto-body shop.

Methodology: Conducted an experience survey with three different Millennial consumers on November 2, 2015.

Bottom line: Consumers are not familiar with the brand and do not associate the name with jams or

jellies. Many millennials think the only choices of pairing jams are with bland items which gives us the

choice to show them more variety.


APPENDIX E: TABLE 5

17

Observations (Raw Data)

Consumers Gender Time Spent

Domestic Beer Cider Beer Craft Beer

Other products in hand Age Presence

1 1 1 2 2 1 2 1 1

2 2 1 2 1 2 2 1 2

3 1 2 1 1 2 1 1 2

4 1 1 1 2 2 2 1 2

5 1 1 2 1 2 1 1 1

6 1 1 1 2 2 2 1 1

7 2 1 1 2 2 2 1 2

8 2 1 2 1 2 2 1 2

9 2 1 2 2 1 2 1 2

10 1 2 1 2 2 1 1 1

11 1 1 1 1 2 1 1 1

12 1 2 2 2 1 1 1 2

13 2 2 2 2 1 1 1 2

14 1 1 1 2 2 1 1 1

15 2 1 1 2 2 2 1 1

16 2 1 1 2 2 1 1 2

17 1 2 2 2 1 2 1 1

18 2 1 2 1 2 1 1 2

19 1 2 1 2 1 2 1 1

20 1 1 1 2 2 2 1 1

Male: 1 Fast (-5 min): 1 Yes: 1 Yes: 1 Yes: 1 Yes: 1 Millennial: 1 Alone: 1

Female: 2 Slow (+5min):2 No:2 No: 2 No:2 No: 2 Non-millennial: 2 Group: 2

Total Male: 12 7 8 3 4 6 12 9

Total Female: 8 7 3 3 2 3 8 1

Total: 20 20 20 20 20 20 20 20

Percent Male: 60.00% 58.33% 66.67% 25.00% 33.33% 50.00% 100.00% 75.00%

Percent Female: 40.00% 87.50% 37.50% 37.50% 25.00% 37.50% 100.00% 12.50%

Methodology: Conducted a disguised, human observation of 20 consumers at Party Source in Bellevue, KY between

6:30-7:30 pm on Friday, October 30. Noting and gathering information on which different types of beers male and

female millennials were purchasing.


APPENDIX F: FIGURE 1

18

Observations (Findings)

60%

58%

67%

25%

33%

50%

100%

75%

40%

88%

38%

38%

25%

38%

100%

13%

0% 20% 40% 60% 80% 100%

Is there a difference between Males and Females when it comes to shopping for beer?

Percent Male: Percent Female:

Alone

Millennial

Otherproducts

Craft

Cider

Domestic

Fast

Gender

Methodology: Conducted a disguised, human observation of 20 consumers at Party Source in Bellevue, KY between

6:30-7:30 pm on Friday, October 30. Noting and gathering information on which different types of beers male and

female millennials were purchasing.

.

Bottom line: All shoppers

were in the millennial age

range. Many males are making

quicker decisions, alone. They

preferred purchasing domestic

beers over cider and craft beers.

Half of males had other

products in their hands or cart

to go along with their beer

selection. Females lean more

towards the ciders and domestic

beers and were typically in

groups. Generally, millennials

might already know what they

want to purchase before they

even enter the store because of

how fast their decision making

process was.


19

APPENDIX G: FIGURE 2How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Sample Survey (Findings)

19%

20%

22%

20%

26%

27%

25%

26%

14%

18%

16%

14%

16%

16%

17%

19%

38%

33%

35%

28%

41%

43%

37%

38%

19%

15%

23%

24%

22%

26%

19%

17%

Is there a difference between genders when it comes to

pairing jams with different food and drink combinations?

Bottom Line: Female

consumers are a lot more

likely to try different food and

drink combinations of Made by

Mavis jams than males are.

Both genders are more prone

to try a jam with a common

combination (crackers, bagels,

cheeses) than branching out

and trying an out of the

ordinary one. There is also an

indicator that millennials are

more willing to try food/jam

combinations before a

drink/jam combination. I think

this is a really good sign. This

gives the opportunity to show

that these more odd

combinations can be done and

they are full of flavor.






20

APPENDIX H: FIGURE 3How do you make Millennial shoppers aware of Made by Mavis jams and make them try one?

Sample Survey (Findings)






24%

0%

0%

50%

37%

28%

13%

57%

35%

0%

3%

11%

33%

13%

21%

1%

Is there a gender difference when it comes to the

characteristics of food?

Bottom Line: Millennials do

not prefer bold flavors at all.

None of them rated above a

four on this category. Males

prefer to eat spicier foods

while females prefer

chunkiness to their foods.

Both genders seemed to like

unique combinations which is

perfect because we want all

Millennials to eat our jams

with less than ordinary

combinations of food.

APPENDIX I: TABLE 6

21

SWOT Analysis Summary

STRENGTHS1. Strong local presence, including catering local events and

appearing on local news (FOX 19)6

2. Martha Stewart 2015 American Made Nominee6

3. Locally owned, operated, and hand-crafted products6

4. 18 unique, different, exotic flavors that pair nicely with

alcohols6,1

5. Made with organic spices and local produce/spices6,1

6. Jam Club offering a quarterly Jam Box, and “Jam with Us”

classes to teach canning6

7. 100% increase in sales from the past 4 years6

8. Makes all jams in house6

9. Website gives you insight on which jams pair with different

foods6

10. Can be given as a great gift6,1

11. Millennials are more likely to buy something it is from someone

in the community

WEAKNESSES1. Difficult to locate in retail stores, small shelf spaces6

2. Limited availability (some Kroger stores, Whole Foods,

Jungle Jim’s) 6

3. High prices compared to rival jams and limited flavors

available in stores6

4. Low product awareness with no advertising to help6

5. Small social media presence (273 likes on Facebook, 43 in

Instagram, 918 followers) 6

6. Little interaction with customers on owned media, only two

customer reviews6

7. Social media’s “about us” switches between 3rd and 1st person

which is very confusing to customers6

8. Outdated website with broken links and it is not very

personable6

9. Millennials are making fast purchasing decisions

10. Limited production capacity6

11. People do not associate the brand name with jams

Methodology: Conducted a SWOT analysis of Made by Mavis using their owned social media’s such as (1) Made by

Mavis personal website, (2) The Delish Dish personal website, (3) personal earned media (Facebook, Twitter, YouTube,

Instagram), (4) information acquired while doing observations in Party Source in Bellevue, KY, (5) secondary data

obtained from a previous project for Chipotle, and (6) experience survey of Mavis Linnemann-Clark (owner/founder of

Made by Mavis) and of three Millennial consumers.

Marketing research objective: Conducted secondary research to identify Made by Mavis’ major internal strengths and weaknesses.

Bottom line: Locally owned and operated business that has 18

unique, different and exotic flavors that pair up nicely with

craft, domestic, or a cider beer of your choice.

Bottom line: Little to no awareness of the product with

limited availability in retail stores such as Kroger and

Whole Foods.


APPENDIX I: TABLE 6

22

SWOT Analysis Summary continued…

Methodology: Conducted a SWOT analysis of Made by Mavis using their owned social media’s such as (1) Made by

Mavis personal website, (2) The Delish Dish personal website, (3) personal earned media (Facebook, Twitter, YouTube,

Instagram), (4) information acquired while doing observations in Party Source, (5) secondary data obtained from a

previous project for Chipotle, and (6) experience survey of Mavis Linnemann-Clark (owner/founder of Made by Mavis)

and of three Millennial consumers.

OPPORTUNITIES1. Millennials interest in unique, local products as well as hand-

crafted, artisan products6

2. Large growing demand for organic made products6

3. Buy 5 get one free coupon, gift personalization, unique gift

ideas6

4. Showing how jams and jellies can be paired with any kind of

food6

5. Millennials need for variety; making a larger line6

6. Word of mouth marketing/advertising 6

7. Popularity of local festivals and the “eat local” movements6

8. Popularity of Amazon, Kroger and its Natural Market selection6

9. Millennials loyalty to quality, local brands6

10. Local farmers to raise quality products6

11. Millennials high interest in purchasing varieties of domestic,

cider, and craft beers

12. Millennials not introduced to unique food combinations

THREATS1. Limited availability of local produce and spices that make up

seasonal jams and dependence on local produce6

2. Pricing is high and can be scary to consumers who can buy alike

products for a lot cheaper6

3. Strong competition in Kroger, Whole Foods and other retail

stores6

4. Kroger identifies it on a small self with other locally produced

products and those products are less expensive6

5. Jams/jellies are not an everyday product6

6. People trend towards fresh ingredients versus packaged6

7. Millennials prefer shopping in Target and other larger

merchandisers6

8. Millennials are health conscious avoiding high sugar products6

9. Retailers are dropping the product6

10. Kroger employees are not aware they carry Made by Mavis’

products6

11. Jar of jam lasts for a long time, no need to buy frequently

Marketing research objective: Conducted secondary research to identify Made by Mavis’ major external opportunities and threats.

Bottom line: Using millennials interest in unique, local, artisan,

hand-crafted products. Also, incorporating millennials high

interest in purchasing various beers and creating their need for

variety by pairing it with unique combinations.

Bottom line: Made by Mavis is not your everyday food with

competition being stronger and less expensive. The pricing is higher

and because a single jar of jam takes awhile to consume, the need to

buy it often is not there,


APPENDIX J

23

Reference List

1. Made by Mavis. (2015). Company website. Made by Mavis. Retrieved from http://made-

bymavis.myshopify.com.

2. The Delish Dish. (2015). Company website. The Delish Dish. Retrieved from

http://delishdishcincy.com.

3. Pinterest. (2015). Mavis Linnemann-Clark. Pinterest. Retrieved from

https://pinterest.com/delishdishcincy/.

4. Facebook. (2015). Mavis Linnemann-Clark. Facebook. Retrieved from

https://www.facebook.com/madebymavis.

5. Twitter. (2015). The Delish Dish. Twitter. Retrieved from https://twitter.com/delishdishcincy.

6. Instagram. (2015). Made by Mavis. Instagram. Retrieved from

https://instagram.com/madebymavis/.

7. Kozlowski, S. (2015). Chipotle secondary data research project. LinkedIn. Retrieved from

https://www.linkedin.com/pub/stefanie-kozlowski/104/917/701.

8. The Motley Fool (2015). The Motley Fool. Retrieved from http://www.fool.com.

9. Fast Company (2014). Fast Company. Retrieved from http://www.fastcompany.com.

10.Advertising Age (2009). Advertising Age. Retrieved from http://adage.com.

11.Gallup (2014). Gallup . Retrieved from http://www.gallup.com.

12. Nielsen (2014).Nielsen . Retrieved from http://www.nielsen.com.

13.Pew Research (2014). Pew Research Center . Retrieved from http://www.pewresearch.com.

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

http://made-bymavis.myshopify.com/

http://delishdishcincy.com/

https://pinterest.com/delishdishcincy/

https://www.facebook.com/madebymavis

https://twitter.com/delishdishcincy

https://instagram.com/madebymavis/

https://www.linkedin.com/pub/stefanie-kozlowski/104/917/701

http://www.fool.com/

http://www.fastcompany.com/

http://adage.com/

http://www.gallup.com/

http://www.nielsen.com/

http://www.pewresearch.com/