tabasco presentation
TRANSCRIPT
Tabasco® Brand Seasoning Blend for all types of meat
Shopper Marketing Plan Group 7 April 24, 2015
Each 5 ounce pack will sell for $3.99 and is available at your favorite Kroger grocery store!
Qualitative Research
● Men age 25 - 54 who own a grill● Conducted March 9th - March 30th● 5 pairs of in-depth interviews and shop-alongs
Qualitative Research- Key findingsPre-shop● Flavor and price seem to be the biggest factors when
choosing a seasoning blend● Seasoning blends are a need based purchase and not so
much an impulse purchase● Familiarity with the brand and advocacy are big when
deciding what to buy
Qualitative Research- Key findingsShop● Spice aisles tend to be crowded with products and can be
hard to navigate● Items marked “new” or that have a fun or colorful
packaging design will grab someone’s attention● Purchases were made depending on if they liked the
brand, the packaging, or the price
Qualitative Research- Key findingsPost-shop● Majority of our consumers shop mainly at Kroger, which
allows us to focus our relationship with them for our promotion
● Yellow tag promotions and coupons are reasons to make unplanned purchases
● Consumers tend to focus on the products at eye level and aren’t usually willing to search around or bend down to find what they want unless it’s what they usually buy
● Frustration with too many options in the aisle created distress and confusion among consumers
Introductory Shopper Marketing Plan
Chill out with a grill out
Quantitative Research ResultsConcept Alone Concept with “Chill out with
a grill out” promotion
Positive purchase incentive: 38%Mean average score: 4.28 Positive purchase incentive: 66%
Mean average score: 5.55
Recommendations based on research● Consumers responded favorably to all elements but there
were a couple concerns and suggestions.o Add Facebook, raise the coupon, and have sampling in
store. These have been added to the final recommendation
● The features of the promotion that were liked most were the grill out, the coupon products, and winning the truck.
These features have been retained for the final recommendation
Check out our promotion!Giveaways● 2015 Ford F-150
o 41.8% own an American-made pick-up truck or SUV (133)
● Backyard BBQ makeover including a new Weber grillo 58.5% enjoy entertaining in their homes (108)
From this, we found that nearly 70% of our target market views their car as more than just a vehicle. They see it as a part of their identity, they tend to also use them for work, and they like American made cars.
Check out our promotion!Traveling grill out● Weekend grill outs at local Kroger stores● Try the product, simulate a tailgate
o 50.4% barbecue regularly (123) *6 month study
Check out our promotion!Coupons● $2 off Kroger chicken breasts with Tabasco Dry Rub
purchaseo 42.9% buy fresh chicken breasts (119)o 69.5% use cents off coupons to save money
(112)o 42.4% use coupons found in or on the package
(118)● $1 off digital coupon for Tabasco Dry Rub available
through Kroger App.o 56.6% use a smartphone (114)o 60.8% use web applications (117)
Check out our promotion!
Tabasco App● A place to submit pictures and recipes all for
chances to win the backyard bbq makeover giveaway
● Look up new recipeso 56.6% use a smartphone (114)o 60.8% use web applications (117)o 56.5% like trying new recipes (104)
Any questions?