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Emerson College final project - Integrating the Marketing Materials
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UTZ POTATO CHIPS Integrated Marketing Communications Plan I 2012
WHY NOT LOVE UTZ
Christina Chung
Laura Cutone
Fabricio DiaSilva
Dejan Djordjevic
This campaign won’t beg the question why,
but instead show why not.
4
1. Situational Analysis
2. Target Market
3. Communications Budget
4. Marketing Objectives
5. Marketing Strategies
6. Evaluation
AGENDA
1. Situational
Analysis
5
6
In 1921, Bill Utz quit his full-time
job to perfect the potato chip.
▪ found in Hanover, PA – 1921
▪ employ 2,200+ workers with
annual sales of $400+ million
▪ snacks include pretzels, popcorn
▪ environmentally friendly
Today, run by 3rd generation family members and is the largest privately held snack company in the country.
COMPANY
7
Manufacture and merchandise the best products
with commitment to customer satisfaction that is 2nd
to none
COMPANY GOAL:
8
customers
dress like UTZ
Core audience identified as forty-something, high income, married women into Home & Celebrity News magazines
CUSTOMERS
▪ age: 43
▪ hhi: 81.2K
▪ 78% women
▪ 63% married
9
COMPETITORS
▪ Lay’s Potato Chips
▪ Cape Cod Potato Chips
▪ Wise Potato Chips
▪ Doritos
A leader in the snack food market, UTZ produces 1 million pounds of potato chips a week
10
The unbroken line of UTZ’s
family management is key to
success and almost 90+ years
of continuous growth.
▪ manufactured at 4 Hanover, PA
facilities
▪ sold in grocery, convenience,
warehouse, and other food
retail stores
COLLABORATORS
11
▪ 33 distribution centers between
Maine & Georgia
▪ 800 salespeople and company
trucks deliver directly to stores
12
In April 2011, UTZ acquired Zappe
Endeavors which included Zappe's
plants in Louisiana, California and
Pennsylvania thereby making UTZ
a national snack food
manufacturer overnight.
13
CLIMATE
▪ by 2015, packaged snack sales expected to reach $77 billion
▪ 85% of U.S. households eat chips
▪ 81% prefer unadorned varieties
14
Current potato chip trends.
▪ lighter and crispier
▪ palette pleasing flavors like hot
and spicy or salty and sweet
▪ olive oil and terra chips
▪ macrosnacks
TRENDS The potato chip market grew
22% during the economic
downturn.
Food technicians using computer programs to
design crunchier chips
Researchers working on potatoes with less sugar
content since sugar produces brown spots on chips.
16
2.Target Market
17
Health-conscious women (30-50) with children
18
RESEARCH
▪ 85% women do family’s grocery shopping
▪ spend avg $44.43 per grocery
trip
▪ more engaged in top online
purchase categories women with
children
STRENGTHS
• Been in market for 90+ years with almost
continuous growth
• Commitment to quality and unbroken
line of family management key to success
• Potato chips command strong consumer
loyalty
WEAKNESSES
• Salty snack food industry highly
competitive
• Family-owned & operated may be
preventing UTZ towards next level steps
• Lack of distributors in Midwest & West so
low brand awareness in those regions
THREATS
• Consumers moving toward healthier
snack options like hummus, carrots
• Constant media scrutiny regarding
potato chips and weight gain
• Frito-Lays dominates the marketplace
for potato chips
OPPORTUNITIES
• Zappe Acquisition could provide new
distribution opportunities in West
• R&D to modify existing recipes and
create new health conscious
products
• Increase online sales of products
SWOT ANALYSIS
20
3. Communications
Budget
21
Current potato chip trends.
▪ not marketing many products
▪ relate dollar costs to focus on
few, specific objectives
▪ cannot compete with Lay’s
marketing dollars
OBJECTIVE
AND
TASK
METHOD
US consumers spend
significantly more on potato
chips than US government
does on energy R&D.
22
WHY NOT GROW UTZ.
23
UTZ promises health conscious
women the benefit of knowing our
potato chips use the same
dedication to fresh ingredients
today as we have since 1921
24
4. Marketing
Objectives
25
TO CENTRAL AND WESTERN PART OF US
BRAND AWARENESS IN THOSE REGIONS
CREATE
EXPAND
INCREASE WEBSITE TRAFFIC AND ONLINE SALES
26
UTZ TODAY
▪ have UTZ distribution centers
continue moving westward
▪ Indianapolis & Houston
TO CENTRAL AND WESTERN PART OF US
EXPAND
27
BRAND AWARENESS IN THOSE REGIONS
CREATE
▪ introduce, persuade, remind
▪ 3 fresh ingredients, since
1921
▪ continuous message
28
INCREASE WEBSITE TRAFFIC AND ONLINE SALES
▪ utzsnacks.com/whynotutz
▪ microsite
▪ advertising will drive traffic
29
5. Marketing
Strategies
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Advertising Media
Sales Promotion
Public Relations
Direct Response
E-Active
Alternative
31
▪ widen reach designed around a
“Not UTZ” campaign
▪ campaign informs using emotional,
brand loyalty strategy
▪ promotion mix
Advertising
S
PR
M
DR
E
AL
32
Media
▪ “Not UTZ” 4C FP campaigns in
national magazines
▪ geotargeting/psychographic
targeting
A
S
PR
DR
E
AL
33
Sales
Promotion ▪ sampling at youth soccer events
▪ UTZ promo team sponsors
event in designated cities
▪ samplings occur at same time,
telling mom’s about UTZ &
contest
A
M
PR
DR
E
AL
34
Public
Relations ▪ UTZ creative pictures contest
▪ winners voted on
utzsnacks.com/whynotutz
▪ 1st, 2nd and 3rd place prizes
include a Modern Family and
Disney prize package
A
M
S
DR
E
AL
35
Direct
Response Direct Mail
▪ consumers and businesses
constantly informed
▪ sending coupons, links, online
catalogue and “useful” articles
A
M
S
PR
E
AL
36
E-Active
Banner Advertising Online
▪ reinforce message from print
ads: healthy snacks for families
▪ target our key market segment
(women w/children) in our top
Midwest & West cities
A
M
S
PR
DR
AL
37
E-Active Banner Advertising Web Sites
http://www.parenting.com/
http://www.parents.com/
http://www.womansday.com/
http://www.bizziemommy.com
http://www.workitmom.com
http://www.cafemom.com/
http://www.workingmother.com
A
M
S
PR
AL
DR
38
Alternative Product Placement
▪ Mad Men (2008)
▪ increased brand awareness by
reaching 1.5 million live
viewers plus DVR & On Demand
A
M
S
PR
DR
E
39
Alternative
Product Placement
▪ Modern Family (2012)
▪ goal: Increase brand awareness
▪ advantages:
▪ wide reach
▪ low per viewer cost
M
A
S
PR
DR
E
40
Advertising Media
Sales Promotion
Public Relations
Direct Response
E-Active
Alternative
41
6. Evaluation
42
EVALUATION
METHODS
▪ sales
▪ message evaluation
▪ brand tracker
▪ online evaluation metrics
▪ behavioral evaluations
43
Sales
M
BT
OM
BE ▪ measure online sales by
region
▪ compare sales numbers in
our target cities vs. the rest
of the Midwest and West
44
Message Evaluation
Online Copytesting ▪ consumers assess the ad
▪ cost-effective
▪ immediate results
Results measure ▪ brand image and message
▪ persuasive power of the ad
▪ potential responses
▪ how memorable the ad and brand are
BT
OM
BE
S
45
Brand Tracker ▪ two times per year
▪ consumers who represent
our target audience
▪ ask same questions each time
▪ results measure: ▪ perception of brand
▪ perception of message
▪ perception of Utz vs. competition
S
M
OM
BE
46
Online Evaluation
Metrics Results measure
▪ website traffic
▪ visits via online banner
advertising
▪ participation in
online photo contest
S
M
BT
BE
47
Behavioral Evaluations
Sales & Response Rates
▪ calls to campaign-specific toll-free number
▪ website visits & email inquiries in response to
campaigns
▪ redemption rates for campaign coupons/special
offers
S
M
BT
OM
48
WHY NOT TRUST UTZ?
THE
END
49 Q?
UTZ POTATO CHIPS Integrated Marketing Communications Plan I 2012