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8/4/2019 Squirrel Food Marketing Plan
1/24
Marketing Plan
The Squirrel Food Marketing Company
Where a Well-Fed Squirrel is Just Plain Happy.
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TABLE OF CONTENTS
Contents
Executive Summary ..................................................................................................................................... 2Competitive Research ................................................................................................................................... 4
Product ......................................................................................................................................................... 4Packaging ...................................................................................................................................................... 5Distribution ................................................................................................................................................... 5Pricing ........................................................................................................................................................... 5Stiel Direct Observations .............................................................................................................................. 6
Wildwood Farms ....................................................................................................................................... 6Healthy Squirrel Food ............................................................................................................................... 6
MARKET SEGMENTATION ............................................................................................................................. 7Business to Business (B2B) ....................................................................................................................... 7Business to Customer (B2C) ...................................................................................................................... 7
Product Segmentation .................................................................................................................................. 8Full Cob in Husk ........................................................................................................................................ 8Shucked Cob ............................................................................................................................................. 8Cut Cob ..................................................................................................................................................... 8
Promotions ................................................................................................................................................... 9Creative Strategy ...................................................................................................................................... 9Logo .......................................................................................................................................................... 9Typeface ................................................................................................................................................... 9Copy ........................................................................................................................................................ 10Print ........................................................................................................................................................ 11Web Development .................................................................................................................................. 11
Communication Elements........................................................................................................................... 12Website ................................................................................................................................................... 12
TIER ONE ............................................................................................................................................. 12HOME ...................................................................................................................................................... 12
STORY ...................................................................................................................................................... 12Tier One .............................................................................................................................................. 13The Informative Section...................................................................................................................... 13B2C Retail Section ............................................................................................................................... 13
INITIAL CONCEPT FOR THE SQUIRREL FOOD COMPANY WEBSITE ......................................................... 14TIER TWO ................................................................................................................................................ 15
The Informative Section...................................................................................................................... 15TIER TWO ............................................................................................................................................ 15B2B Retail Section ............................................................................................................................... 16
Internet Marketing ................................................................................................................................. 17Keyword Advertising with Google & Facebook .................................................................................. 17Heres how it works ............................................................................................................................ 17Pricing ................................................................................................................................................. 17
http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752605http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752605http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752606http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752606http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752607http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752607http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752614http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752614http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752614http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752607http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc302752606http://c/Users/stiel/Documents/Stiel%20Direct/PROSPECTING/Squirrel%20Food%20Marketing%20Plan.doc%23_Toc3027526058/4/2019 Squirrel Food Marketing Plan
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Executive Summary
The Squirrel Food Companys primary product offering is the hybrid corn, created by a world-famous
geneticist code-named Dr. Squirrel. Through cross-breeding, Dr. Squirrel is able to enhance features of
the corn that increase the nutritional value for squirrels. The embryo, white portion of the corn, is larger
than traditional corn. It is the embryo that contains protein and amino acid, fundamental building blocksof cells. Squirrels eat the embryo and discard the outer hull. Squirrels eating the corn have been
observed to be more playful and responsive.
Dr. Squirrel licensed the patent for this corn from a major company. The actual process for creating the
corn is not new, but no other company has licensed the product intent on tailoring it specifically to
squirrel dietary needs. Other companies competing for the market offer high quality corn, but are well
below the amino acid content in The Squirrel Food Company corn.
The competition, in terms of product, packaging, distribution and pricing are all playing in roughly the
same field. The Squirrel Food Companys primary competitors offer corn and related extension items
such as squirrel feeders. From ordering firsthand, most companies package the product in crude boxes
with little indication of corporate identity. In bulk instances, the product is simply piled in a box and itsarrival condition is left to the whim of the shipping company. Standard size increments are 5-6 ears of
corn, 6.5 lb. bag, 20 lb., and bulk is considered 40 lb. Competition pricing ranges anywhere from $.43 per
lb to The Squirrel Food Companys closest competitor, Wildwood Farms at $.92 per lb. However, not all
companies measure pricing in the same manner. Some measure per pound and some measure per ear.
In distribution, many only offer business to consumer through a website and only take larger orders by
specific email requests.
We have identified our target market in terms of two divisions: Business to Business (B2B) and Business
to Consumer (B2C). The distinction between buying interests will also be applicable to the online
purchasing arena. Under B2C, we have identified six types of buyers: 1) Squirrel Enthusiasts, 2) Bird
Lovers, 3) Casual Buyers, 4) Retirees, 5) City Slickers, and 6) Educators. Under (B2B), we have identified
two types of Organizational buyers: Retailers and Distribution agents.
The Squirrel Food Companys product can be broken up into five major categories 1) Full Cob in Husk 2)
Shucked Cob 3) Cut Cob 4) Cob Medallions 5) Shelled kernels. These divisions do not alter the
product itself, but simply influence the way the product is perceived in display and packaging. Using a
combination of these categories in packaging can elevate The Squirrel Food Companys perceived value
to the consumer, allow for a more diverse pricing scheme, create a more consistent shipping result from
start to finish and allow The Squirrel Food Company to offer future line extensions.
The creative stance is rooted in the following brand positioning statement: Dr. Squirrels The Squirrel
Food Company from Squirrelly Farms is a premium corn snack that promotes healthier, happier squirrels.
The creative challenge is two-fold: the creative must appear professional enough to capture the interest
of the wholesale market, but non-threatening enough to appeal to people of all ages. We suggest
surmounting these challenges by using an illustrative or storybook theme. Bright, non-muted watercolorbrush strokes with heavy black outlines will be pervasive throughout the four key creative components:
logo, typeface, copy, print and web.
Possible methods of promoting The Squirrel Food Company are: the Internet, catalogs, fairs/festivals,
direct mailings, newsletters, e-mail, and magazine advertisements. Sampling is an additional method to
help obtain market buzz from tastemakers. For example: the distribution of The Squirrel Food
Companys product in a small quantity (e.g. 1 corn medallions) would involve a process of giving the
public or a select group a preview. There has been a remarkable success rate obtained when using the
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Internet and word-of-mouth endorsements. Grassroots marketing will be a key approach in promoting
The Squirrel Food Company, especially on the web. The website will be a product testing platform,
publicity generator and also used to gather information about the consumer base. We suggest dividing
the site plan into two distinct sections, an informative section and a storefront section (both retail and
wholesale). The Squirrel Food Company has the opportunity to create a strong web presence through
keyword advertising on search engines and partner site banner advertising.
The Squirrel Food Company as a company and a product has a large opportunity to enter the market and
fill a niche as a premium Squirrel corn, possibly the strongest of which is Dr. Squirrels Stamps expertise
in corn hybridization and the possibility of product extension. However, The Squirrel Food Company
must work to avoid having consumers separate The Squirrel Food Company into the genetically
engineered category of produce. Genetically engineered produce has historically had a negative
connotation.
With 10,000 ears of corn waiting to be sold in the Squirrelly storehouse, Stiel Directs job is to help Carol
and Dr. Squirrel get the corn for market to make room for next years crop. Each crop developed by Dr.
Squirrel will have a successively larger embryo, thus increasing the current embryo size by about 30% in
three years.
Competitive Research
Preliminary research has identified twelve main competitors that sell ear corn. These companies offer a
variety of wildlife feed products, feeders, and lawn ornaments. The primary means of reaching clientele
is through the Internet, although some companies additionally offer catalog ordering. Other means of
ordering offered by some companies include fax, mail, and phone.
Product
Research has found that many companies in the squirrel feed industry offer a variety of products to their
clientele.
The company Healthy Squirrel Food is currently The Squirrel Food Companys only competition offering a
high quality product in the marketplace. According to Healthy Squirrel Foods website, Chirp-n-
Chatter, their nutrient-enhanced hybrid corn has a higher protein content then traditional corn and has
the ability to give squirrels more energy. Healthy Squirrel Food average price per pound is $0.53. Their
ear corn is sold in quantities from 15-60 lbs. 15 lbs is sold for $8.00, 30 lbs for $13.00, and 60 lbs. for
$26.00. The company also offers shelled corn, cracked corn, and squirrel feeders.
Although Healthy Squirrel Food is currently the only company offering high quality corn, Wild Wood
Farms appears to be the leader in the squirrel feed industry. Wild Wood Farms is by far the most
dominate company on the internet. They advertise with existing website in a variety of areas including
animal lovers, feed stores, and Home & Garden. Their company offers variety of feed mixes, other nuts,feeders, houses, a squirrel call, and novel lawn ornaments. The average price for their ear corn is $0.92
per pound. The delivered product ranges in sizes from a small quantity of 5 ears per tray to a bulk 40 lb.
box.
As previously mentioned all other competitors do not sell hybrid corn. Each company packages the
product differently, but ultimately, is offering the exact same product to their customers. A list of the
companies including products and price has been included (Appendix A).
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Packaging
Packages for corn are usually bags, both paper and plastic, boxes with a wide range of sizes, and
buckets/jugs for loose corn or mixed feed. Wild Wood Farms offers a 5-ear Styrofoam tray, while others
put their smallest quantities in bags or boxes. The most common packaging is a clear plastic bag with
labeling that is either printed directly onto the bag or a sticker affixed to the front. The bags are crimpedoff with a metal staple. Larger quantities use a paper bag with stitch-sealed ends (See Appendix B)
Standard size increments are 5-6 ears of corn, 6.5 lb. bag, 20 lb., and bulk is considered 40 lb. Most
websites offer an e-mail request for larger quantities. The Squirrel Food Company can easily distinguish
itself as a premium product because they combine qualities of a premium product, a classic image,
practical knowledge on the improved corn embryo, and prestigious packaging.
Distribution
Overall, most companies warehouse and distribute their product directly from their farm. Companies
generally pass the shipping costs to the customer. After receiving orders, the corn is then packaged and
shipped via a ground carrier. UPS is the standard carrier used by all the companies. Some companies dooffer the option of shipping with another carrier, but UPS is still their preferred shipper. However, using
an alternate carrier can drive the cost upwards. Considering the company sizes and locations, this
method of distribution seems to be working fine.
Pricing
Not all companies price their products the same. Some companies sell their corn per ear while others
sell per pound. The most widely used method of pricing is price per pound. In order to accurately
compare pricing between the different companies, companies using price per ear were converted to
price per pound, using the assumption that 2 ears of corn equals one pound.
The markets pricing for ear corn ranges from $0.43 2.13 per pound and cost does not denote quality.Squirrel Snax only offers bulk options of 28 lb. (four dozen ears) which gives the cheapest price per
pound. Squirrels Fed Here has the highest cost and advertises their product by price per ear. Stiel Direct
then found the average price per pound for each company. Using this information, Stiel Direct has
determined $1.06 to be the average market price per pound. The following chart shows the average
price per pound of the ten different companies.
$0.98
$2.13
$0.43
$0.71
$0.60
$0.84
$2.10
$0.90$0.86
$1.00
Price per Pound by Company
Wild Wood Farms Squirrels Fed Here Squirrel Snax Moscarillos's Healthy Squirrel Food
The Squir rel Lover's Club T he Squirrel Store, Florida Nature's Vittles Kaytee Products, Inc. Critter Corn
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An added convenience is when consumers are able to select faster shipping options if they are willing to
pay the extra fees for that service. Another premium opportunity is to allow variable online payment
options (Master Card, Visa, and American Express).
Stiel Direct Observations
To get a better understand of the competition, Stiel Direct ordered some test products from two main
competitors, Wildwood Farms and Healthy Squirrel Food. This allowed Stiel Direct to observe the
physical characteristics of the companys products, types of packaging, evaluate customer service,
analyze the companys ability to handle orders, and the shipping time from when the order was placed.
Wildwood Farms
Utilizing Wildwoods Farms website, Stiel Direct ordered a corn tray with five ears of corn, 6.5lb bag of
ear corn, and a 40lb crate of corn. The order was placed on October 8th. An automated e-mailconfirmation was sent to Stiel Directs e-mail account confirming the order and purchase price. During
this process, Stiel Direct purposely left out the suite number to their location. The morning of October
9th, Stiel Direct placed a call to a representative at the Factory Outlet Store to correct the address
mistake. The representative was very nice in changing the order and they noted that it was a good thing
they were there behind in entering the UPS orders for that morning and could get that done. Another
automated e-mail was sent to Stiel Directs e-mail confirming the change of address. At our request
another e-mail was sent with the UPS tracking number once the package was picked up.
The products were delivered on October 16th, five business days from the 9th, to Stiel Directs office.
The first package was a plain box (containing the tray and 6.5 lb. bag) and the second was cardboard box
styled to resemble a wooden crate. After opening the smaller box, Stiel Direct noted that it was a
PantryPest Trap box that had been turned inside out. Inside the smaller box, the tray with five ears of
corn and the 6.5lb bag were packed using their local newspaper. The five ears of corn were in what
appeared to be a meat Styrofoam tray. This tray had been shrink-wrapped to keep the corn in place.
This package shipped well as there were no noticeable kernels broken off the cob. The 6.5lb bag,
however, appeared much worn and had many loose kernels within the bag. The 40lb crate consisted of a
bunch of cobs loosely thrown into the box. Numerous kernels were broken off. The packing slip for the
order was haphazardly inserted in the top of the large box. The actual weight of the crate including the
corn was 42lbs. The total price for all three items after shipping was $60.48.
Healthy Squirrel Food
On October 16th Stiel Direct ordered a 15lb box of ear corn from the Healthy Squirrel Food website. An
automated e-mail confirmation was sent to Stiel Directs e -mail verifying the order and additionally
included a thank you message for the purchase. The box was delivered by UPS on October 22nd, fourbusiness days after placing the order. The corn arrived in a plain brown box and did not include a
packing slip. There were large cobs in the box but many kernels had broken off the cob. The damage
was so significant that some cobs looked bear with one end completely missing one inch square patches
of corn. Kernels were of an irregular size, varying from cob-to-cob, and the nutrient enriched embryo
was not noticeably larger as there website suggests. A significant finding of Healthy Squirrel Foods
product was that many of the cobs were moldy. Overall, that companys entire presentation was very
sloppy, had a repulsive quality to their product, and did not meet the websites advertised standards.
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MARKET SEGMENTATION
Business to Business (B2B)
Stiel Direct has identified two types of Organizational buyers: Retailers and Distribution agents.
Retailers include: the independent pet stores, national pet stores, big box retailers (e.g. Wal-Mart and
Home Depot), feed stores, pet shops, and country-general stores. These retailers will take title of the
Squirrel Food Companys product and sell it in their locations directly to the customers.
If The Squirrel Food Company deals directly with the retailers, a salesperson will have to establish
appointments and visit each retailer individually to discuss the product. The preliminary process of
finding a retailer to sell The Squirrel Food Company s product consumes time, energy, and financial
resources. The direct marketing process to a retailer can often be very tedious when trying to locate
correct contacts, getting them to speak to you, and finally selling your product at the retailers location.
Distribution Agents are organizations that have an established list of companies and already conductbusiness with retailers. These agents offer the new product to these retailers by taking possession of the
product, but do not retain title.
Retailers are more likely to buy from a distribution agent because these agents provide a means to buy a
large variety and quantity of products from one source. Therefore, new products offered from a
distributor are more likely to be accepted then if a company was trying to d irectly sell it to them.
Business to Customer (B2C)
Stiel Direct has identified 6 potential target markets: 1) Squirrel Enthusiasts, 2) Bird Lovers, 3) Casual
Buyers, 4) Retirees, 5) City Slickers, and 6) Educators.
1) Squirrel Enthusiasts are the people who enjoy watching squirrels and feeding them. They buy squirrel
food for their pet squirrel. These are the people most likely to buy high quality premium squirrel corn
as it will keep their squirrels healthy, more energetic and keep them coming back.
2) Bird Lovers are similar to Squirrel Enthusiasts but instead buy squirrel food to keep the squirrels out
their bird feeders. Some bird lovers divide the feeding areas in their yard to keep different locations for
their birds and squirrels. Usually the front yard is designated for the birds and the back yard services
squirrels. The intention of buying a quality of corn would promote the squirrels to the backyard area
opposed to the birds front yard feeding area. By doing this, the two animals are able to live together in
harmony.
3) Casual Buyers can be grouped into two categories: Impulse shoppers and Gift Buyers.
Impulse Shoppers buy squirrel food simply because they happen to come upon it in the store and think it
would be fun to try. These people are looking for something to do for recreation or entertainment in a
brief period of time. Impulse shoppers are not likely to spend a lot of money on premium quality food.
Gift Buyers are those who buy squirrel food for a friend or loved one that is a squirrel enthusiast. They
feel it would be nice little gift to give them because they will enjoy it and therefore are probably more
willing to spend a little extra money to get the best quality food.
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4) Retirees are those that have extra time on their hands and looking for a hobby or something to do to
take up their time. This group might be willing to buy higher quality corn if they knew it would keep the
squirrels coming back time after time. Retirees could potentially generate repeat buyers if The Squirrel
Food Companys product worked better than the competitors.
5) City Slickers, or vacationers, are people going out on a camping trip and while they are out are looking
for something to do. Whether it is feeding the squirrels for leisure or doing something the whole family
can enjoy at their weekend cabin.
6) Educators would be teachers in elementary or high school and would buy the squirrel food for class
projects or educational purposes. They would probably be willing to spend a premium price for better
corn as it is better for the squirrel. Or they might want to do an experiment and see if the squirrel will
choose the high quality corn over a regular cob of corn.
Product Segmentation
The Squirrel Food Companys product can be broken up into five major
categories:
Full Cob in HuskPositives- Shows the natural beauty of the Squirrel Food Company product.
Negatives- Kernels may break off during shipping if not properly packaged.
Husk is not aesthetically appealing, may incur mold. Husk partially hides full
impact of kernel. Adds more weight to shipping.
Shucked CobPositives- Gives consumer immediate opportunity to see full corn beauty.
Negatives- Kernels may break off during shipping if not properly packaged.Husk is not aesthetically appealing, may incur mold. Husk partially hides full
impact of kernel
Cut CobPositives- Gives consumer immediate opportunity to see full corn beauty.
Greater packaging options
Negatives- Kernels may break off during shipping if not properly packaged.
Kernels may break off of cut end easily. A non-standard process for cutting
corn produces a jagged edge.
Medallions- small 1 cut of corn cob
Positives- Showcases individual kernels of corn. With proper labels and
packaging, consumer can be immediately directed to note the difference
between The Squirrel Food Company and its competition. Can be used as a
promotional piece or sampling tool.
Negatives- Cannot drive hard-dollar revenue. Packaging will be more
expensive because each individual piece must be wrapped.
Shelled- kernels are off-the-cob
Positives- Highly cost-effective for packaging. With proper packaging, can
invoke a Premium popcorn appearance.
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Negatives- Could be construed as popcorn, instead of Squirrel food.
Promotions
Creative Strategy
The recommended creative strategy is as unique and distinctive as the
product offering. It all starts with a brand positioning statement. Every part
of the creative will refer to, uphold and originate from the following
statement:
Dr. Squirrels The Squirrel Food Company from Squirrelly Farms is a premium
corn snack that promotes healthier, happier squirrels.
This statement anchors the creative in something solid and substantial. It
gives an incentive for the creative approach to convey the Squirrel Food
Company message to the target audience. The Squirrel Food Company has
an enormous opportunity to differentiate itself in this arena. The challengeis two-fold: the creative must appear professional enough to capture the
interest of the wholesale market, but non-threatening enough to appeal to
people of all ages.
The overarching creative / artistic approach we recommend uses an
illustrative or storybook theme. Some examples of this can be viewed in the
works of Beatrix Potter, Stephen Kellogg and other master illustrators. The
bright, non-muted watercolor brush strokes and heavy black outlines will
send the message that The Squirrel Food Company is a bold product
celebrating its specific market niche and finding humor in its squirrel
subjects. The illustrations used will be full of energy and will covey
movement whenever possible.
Logo
A strong logo and typeface is essential to creating consistency. As seen in the
upper-left-hand corner, Stiel Direct and The Squirrel Food Company have
already decided on an initial logo. Here are the three essential elements that
the logo must convey in less than an instant: The squirrel as the product
recipient, the corn as the actual product, the corn kernel embryo as the main
product differentiator. Here is a breakdown of the meaning behind
Keeshaw, the Squirrel Food Company mascot & logo: By placing the squirrel
on its back, this indicates a submissive squirrel, asking to be cared for and
fed. It is clutching an oversized The Squirrel Food Company kernel and the
embryo is clearly visible. The squirrel tail is wrapped around the kernel andforms the S in The Squirrel Food Company. The logo is just as memorable
and as clearly recognizable in black and white as it is in color; the goal of a
strong logo.
Typeface
We, as a creative team have chosen to use a typeface that might have been
seen on old medicinal bottles and advertisements of the 1920s. This makes
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an indirect comparison between The Squirrel Food Company and other
types of semi-medicinal Oils like Snake-Oil or Linseed Oil. This mildly
humorous reference is also reinforced by using Dr. Squirrels in front of
The Squirrel Food Company. This helps to invoke the image ofDr. Squirrel
selling a cure-all or a tonic-elixir for Squirrels. The highly stylized typeface will
be used only when it can be viewed at 16pts or above. Any smaller and itbecomes difficult to read. The secondary typeface for documents and
general text is Baskerville.
The creative approach will be reflected in all copy, print materials, and web
development.
Copy
The Squirrel Food Company history, including the technical and scientific
descriptions should read like a fable. A stable of characters including Dr.
Squirrel, Keeshaw and others will help shine the spotlight on the hybrid
corns enhanced embryo and squirrels delightful reaction to it. Largeornamented or illuminated capital letters such as often seen in fairy tales will
introduce new paragraphs. The following is an example of a possible story
line:
Hardly daring to breathe, Carol watched from the porch as the little brown
tree squirrel peeked its head from around the massive oak trunk. The
squirrel glanced furtively in either direction and stood stock still, staring in
the direction of the corn field. Carol smiled as she could almost see the
instinctive wheels turning in the little mind. She had allowed this section of
corn to dry on the stalk and fall was fast approaching. This squirrel meant
business. Muscles tensed, the squirrel sprang from its safe haven and darted
across the field and up the nearest stalk. It deftly wrestled the cob from its
stalk and it fell to the ground. Carol watched in amusement as the squirreldragged the ear across the field.
The squirrel stopped briefly to catch its breath in the middle of the field.
Suddenly, the Squirrel sat straight up and sniffed the air. It went into a full
crouch and turned a full 180 degrees toward an oak on the opposite side of
the field. Two more beady little eyes shone forth from the tree hollow. The
invading squirrel crept low to the ground on all fours and then stopped
halfway from its tree to the other squirrel. An agonizing two minutes passed
as each squirrel pointed its tail toward the sky meant for intimidating the
other. In a blink, the pirate squirrel lunged toward the other. Tiny pairs of
claws grasped the ear in defiance of each other.
In disbelief, Carol watched the tug-of-war unfold. As the squirrels pulled, the
large kernels began popping off the ear. After a minute, the cob was
completely decimated and only a pile of the plump kernels remained. The
two squirrels, realizing the original prize was in a shambles, declared a
momentary truce. Each squirrel gathered a handful of kernels and returned
to opposite tree trunks, only to repeat the future theatrics every day for the
next week.
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The above anecdote may be embellished for effect, but the tug-of-war did
was a real experience. It is one of the main reasons we believe The Squirrel
Food Company can dominate the niche market of premium Squirrel feed.
Will incorporate copy and illustrative direction with the following repeated
elements. 1) An illustration of Dr. Squirrel with Keeshaw sitting on the bill of
his hat. This will be used to call out special information. 2) An enlarged
photograph of an actual ear of corn and the corn kernel itself. 3) An
illustrative background of a sun-bathed cornfield and Squirrelly farms in the
distance.
The first recommended print piece scheduled for production is the
storybook. The storybook will accompany every product offering. Its
purpose is to ensure every customer knows the Squirrel Food Company story
and is aware of the differentiating factor. It can also be used as a keepsake,
something to be collected as the company grows and new editions arecreated. Creating this piece from the start will give Carol and Dr. Squirrel a
chance to promote the company and create publicity even before the
product hits the market.
The second suite of printed material is packaging design and packaging
labels. This does not have to be expensive to be quality. Labels, for example,
could be completely rendered in a metallic ink with an accent color. Using
metallic accents or foil accents helps increase the value in the buyers eyes
and is less costly than full four color production. Every packaging label will
look very similar regardless of product size. Please see the left margin for
examples.
Web Development
All elements in print design are translatable into a web environment.
However, an illustrative approach is not often used on the web due to the
complexity and skill required of rendering hand-drawn artwork. We feel
spending the extra time to do this will give the company a unique position on
the web from the start and create the kind of draw necessary in quickly
promoting the new product. A two-phase approach is recommended for the
website. The first level or roll-out can be quickly completed in under a
month. It will have the bare essentials such as B2C storefront and an
informative section telling the Squirrel Food Company story. The second
phase will have added features such as a B2B storefront, a Squirrel fan club
and other elements essential in building a loyal and repeat buyer customerbase.
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Communication Elements
Website
The Squirrel Food Company website creation and implementation will be
central to The Squirrel Food Companys initial marketing endeavor. The
website will not only be a tool to test the products, but also to gather
information about the consumer base and create publicity.
According to research, the vast majority of competitors online presence is
home-grown at best and amateurish at worst. Most of the sites are small
and lack sophisticated online security measures that are increasingly
important to consumers. Most sites have the same basic structure, including
an informative and B2C section.
The objective of the Squirrel Food Company site will be to generate
excitement about the new product, initiate the first branding effort and start
selling the product.
The size and complexity of the site can be broken into two separate levels,
Tier One and Tier Two.
TIER ONE
HOME
SQUIRREL
STORY
SQUIRREL
GENERAL
STORE
Home Page
Squirr-Oil
General Store
(B2C)
Contact
Search
Feeders
Squirr-Oil
Other Items
Stalk
Feeder
Chair
Feeder
Hanging
Feeder
Squirrel Crib
Squirrel Barrel
Squirrel
Barn
Christmas Cob Gift
Basket
Golden
Kernel Club
Messageboard
Member
Squirrel
Pictures
Squirrels In
The World
StoryBook Characters
The Games
Squirrels Play
Squirrel
Catcher
Corn Quest
Squirr-Oil
Miner
Plush Toys
Mettenbrink
Tins
Squirrel
Posters
Online SquirrelFan Content
Desktop
Backgrounds
The Squirr-Oil
Song MP3
Squirr-Oil
Screensavers
Squirrel
Information
Member
Login
Squirrel
T-Shirts
SquirreLinks
Affiliates
Squirr-Oil
StoryDr. Dave
Mettenbrink
Farms
The Corn
Flash
Animation
Squirr-Oil
General Store
(B2B)
Business
Login
Delivery Services
Squirr-Oil WebsiteBasic Site Layout, Tier Two
Account
Information
Flash Animation
Golden Kernel Club
Survey
Home Page
Squirr-Oil
General (B2C)
ContactSquirreLinks
Survey
Product Offerings
Squirr-Barrel
Squirrel Barn
Christmas
Cob Gift
Basket
Squirr-Oil WebsiteBasic Site Layout, Tier One
Squirrel Crib
Squirr-Oil
Story
Storybook
Characters
Dr. Dave
Mettenbrink Farms
Squirr-Oil
Statistics
Affiliates
The CornGolden Kernel
Club
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Tier One
Tier one will contain two basic sections, informative and B2C retail.
The Informative Section
We suggest A Squirrel Story page. Directly on this page will be a short
summary of Dr. Squirrels discovery/idea and Carols story of the two
Squirrels fighting over the Squirrel Food Company. From this page, the
reader will be able to click on the other characters in the Squirrel Food
Company story.
A Dr. Squirrel page will give a more thorough look at his background. A
The Squirrelly Farm page will give the proud history of the Squirrelly Farm.
A The Corn page will give a more in-depth view of the science involved.
Many more links may be included in the Squirrel family page. We
recommend storybook characters as a means to reinforce brand positioning.
The characters can become a permanent fixture with their own names and
lives centered on the Squirrelly farm.
Also in the informative section will be a Squirrel Links page which contains
links to large clubs and organizations of Squirrel Enthusiasts. It may
eventually display partner names and affiliates and squirrel related festivals
and events.
A Contact us section will be linked from the Home Page. It will give all the
pertinent information about the company and an email for inquiries.
A feature to consider would be a pop-up survey when the user clicks on
Contact. By popping from Contact the user will already have shown aninterest in either learning more information about the company or
contacting the company directly. The information will be loaded into a
database and used for future email marketing efforts.
B2C Retail Section
The Storefront Section can start simple. The Squirrel Food Company
customers will be able to order directly from The Squirrel Food Company
through the site, set up through an online storefront company. Depending
on volume, The Squirrel Food Company can purchase customer relationship
management software to better serve clients.
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Below is a table outlining components and pricing for the tier one website:
Complexity Components Timeframe Rate
1. Site Copywriting,
Design and Coding
Art and graphic design
backend coding for short
Flash cartoon and e-
commerce
80-100 hrs. $5,000-$8,000
2. Site Hosting 50 M RAM
10 email accounts
Invoiced by
month or year
~10.00 a mo. Or
$100 per yr.
3. Domain
Registration
The Squirrel Food Company
retains ownership of The
Squirrel Food
Company.com
Yearly
subscription
~10.00 per yr.
4. E-Commerce
Implementation
Setup of Storefront, outside
bank account, etc.
Photography of products /
offerings
8 hrs. Included with 1
5. Introductory
Flash Cartoon
Short- 17 sec 24-32 hrs. Included with 1
Long- 1 min 32-56 hrs. 8-24 hours over
included= $680-
$20306. Maintenance Would include any desired
changes to product
offerings within e-
commerce, additional
features, art production,
etc.
As-needed
basis
On $300 a month
retainer or $85 an
hour
INITIAL CONCEPT FOR THE SQUIRREL FOOD COMPANY
WEBSITE
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TIER TWO
Tier two will contain two basic sections, informative and B2B retail. Tier two
has more added features for customers to enjoy that will create a sense of
community and will keep customers coming back for repeat purchases. Tier
two will contain all features and information in tier one with the followingadditions:
The Informative Section
In addition to conveying the pertinent The Squirrel Food Company
information, the informative section will also have a The Games Squirrels
Play area where visitors can enjoy amusing Squirrel games. The games can
also be used to capture data about high-scoring patrons.
A search feature can also be accessed from the home page. With an
expanded site, a search feature is necessary to help viewers quickly find what
theyre looking for.
We also recommend creating a Squirrel fan club. This includes a message
board where squirrel enthusiasts can post personal squirrel stories and
photographs. A research section may be added to the fan club containing an
abundance of squirrel articles and various research topics. In a nutshell, the
Latest and greatest in the world of Squirrels. This will show The Squirrel
Food Companys interest in the squirrel culture advancement and allow The
Squirrel Food Company to claim an authoritative stance in the minds of the
customer.
TIER TWO
SQUIRREL
STORY
THE GAMES
SQUIRRELS PLAY
INFORMATIONAL
SECTION
SQUIRREL
FAN CLUB
SEARCH
SQUIRREL
SQUIRREL
GENERAL
STORE
Business to
Consumer
Business to
Business
Business
Account
Information
Shipping/
Delivery
Services
Wholesale
Pricing
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B2B Retail SectionStiel Direct recommends building a section for wholesalers. The portal will
require a secure password protected entry and username. The wholesaler
will be able to set up repeat delivery services, store account information, and
receive bulk pricing. Other features in this section will include special
promotions, added-value product offerings and sophisticated shipping
methods.
Complexity Components Timeframe Rate
1. The Squirrel
Food Company
Search
5 hrs.
2. Squirrel
Games
1-3 games 80-100 hrs.
3. Wholesale E-
Commerce
Implementation
Setup of database
SS login/password
ASP customer
40-60 hrs.
4. Squirrel fan
club andresearch
section
Fan club
alone
24-32 hrs.
Research Information
gathering is
variable
depending
on whether
it is bought
or
5. Maintenance Would include any
desired changes to
product offerings
within e-commerce,
additional features,art production, etc.
As-needed
basis
On $300 a
month retaine
or $85 an hour
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Internet Marketing
Keyword Advertising with Google & Facebook
Google (google.com) & Facebook (facebook.com) are the two majoradvertising services. Each offers a unique on-line advertising service that can
be a cost-effective means to target web shoppers seeking a niche product
such as squirrel food.
With just one buy, Facebook enables you to reach more than 80% of active
U.S. Internet users. Facebook IS THE MOST POPULAR SOCIAL NETWORK ON
THE PLANET. Adding Google provides you with virtually exposure to all
internet users using search engines to find the kinds of products you sell.
Heres how it works
When a customer places a web search for something, Google & Facebooksadvertisements show up alongside standard Google search & Facebook
results. By doing this, Google & Facebook offers a great advantage over other
engines. These advertisements are less offensive to customers unlike the
tradition pop-up ads because they seem like an additional part of the Google
search & Facebook.
Pricing
First, users must register with Google & Facebook. There is a one-time sign
up and activation fee. After registering with Google, AdWords offers an
effective and flexible pricing plan. The advertiser is able to choose how much
they are willing to spend per-day on the ads. There are two components tothis pricing, cost-per-click and daily budget.
The cost-per click determines how much Google & Facebook charges the
advertiser every time someone clicks on the AdWords link. This price ranges
from five cents to five dollars. Where The Squirrel Food Companys
advertisement shows up in the search results is determined by how much
The Squirrel Food Company is willing to pay for the cost-per click. The more
The Squirrel Food Company pays per click, the higher on the AdWords list
they will be. However, paying a high amount is not always important when
using keywords that have little or no other AdWords ads attached to them.
In other words, if the competitors arent using the same search words, then
The Squirrel Food Company will not have to pay a premium to show up at the
top of the list. It is recommended that a preliminary on-line search be done
before deciding on how much to spend on cost-per-click.
The daily budget will allow The Squirrel Food Company to determine exactly
how much they will spend on the AdWords per day. Once the amount of the
daily budget is reached, the AdWords stop showing up on Google &
Facebook searches for the rest of that day. How much The Squirrel Food
Premium Squirrel Snacks
A healthy corn snack foryour favorite squirrel friendswww.squirrelfarms.org
Interest:
Sponsored Links
See your message here
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Company is willing to spend determines the frequency that AdWords show
up.
Both Google & Facebook offer free tracking services, which will allow The
Squirrel Food Company to see how effective the AdWords have been. The
tracking service shows how many times the AdWord links have been clickedon. Any desired changes to the AdWords are free of charge.
Sign-Up Process
If The Squirrel Food Company decides to advertise using Google &
Facebooks Adwords, the following is a list oftypical steps for the sign-up
process:
Step 1- Target Languages and Countries
The Squirrel Food Company will choose the languages they would like to
advertise with, along with what countries they want to advertise in. Within
the United States there is an option for regional targeting as well.
Step 2 - Create Ad Group
In this step The Squirrel Food Company will design the Adwords ad itself.
They will select and manage the keywords that will trigger the ad. This is also
the step where The Squirrel Food Company will determine how much they
are willing to spend for the Cost-Per-Click of the ad.
Step 3- Specify Your Daily Budget
In this step The Squirrel Food Company chooses the daily budget. Google &
Facebook does not have a minimum budget. Initially, The Squirrel Food
Company should start off with a conservative amount. Then using the free
tracking service provided by Google & Facebook, The Squirrel Food Company
may adjust the daily budget to optimize the AdWords effectiveness.
Step 4- Sign up
This is the final step. This is where the advertiser creates the AdWords
account. After going through the previous steps, The Squirrel Food Company
is able to review all the information to make sure it is correct and allows
changed if need. When The Squirrel Food Company wants to activate the ad,
they must submit billing information. Once Google & Facebook receives this
information, the AdWords will be activated.
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Adword Advertising Chart
The following chart contains a list of relevant keywords that would be used
to identify companies that sell squirrel food. Next to the keyword under the
search engine is a list of companies that currently use them as AdWords (see
chart on following page).
From our search results, we discovered that the biggest competitor forrelated Squirrel keywords is ebirdseed.com. However, there is still an
enormous opportunity to capture the Squirrel searchers market. We
recommend bidding for the following keywords based on relevance and
number of current advertisers: Squirrel Corn, Squirrel Oil, Squirrel,
Squirrels, Squirrel Food, and Squirrel Feed.
KEYWORD GOOGLE & FACEBOOK YAHOO
Squirrel
No Entries Pestoffense.com
Nixalite.com
Doyourownpestcontrol.com
Grfrequencies.com
Squirrel
Feed
Ebirdseed.com
Apieceofcountry.com
Duncraft.com
Corn
Ebay.com Ancofutures.com
Tradecenterinc.com
Barronscommodity.com
Futuresfacts.com
Corn Oil
Naturesoils.com
Goldendropbottling.co
m
bizrate.com
Treefrogs.biz
Selectoils.com
Squirrel
Food
Tjspetshop.com
Ebirdseed.com
Ebirdseed.com
Hybrid corn Der.org Trelay.com
Squirrel
Snacks
Ebirdseed.com
Bettymills.com
Tjspetshop.com
No Entries
Pet Food
Theferretstore.com
Paaws.tv
Dealresource.com
Shopping.com
Couponmountain.com
Bizrate.com
Friskies.com
Sanypet.com
Friskies.com
Royalcanin.us
Sojos.com
Healthyfoodforpets.com
Squirrel
Corn
Prairiepremiumproduct
s.com
Ebirdseed.com
Coolgardenstuff.com
Cedarbirdfeeders.com
Squirrel Oil No Entries No Entries
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Partner Site & Publication Advertising
The following chart lists a few Squirrel organizations with a significant online
membership. We have emailed these organizations inquiring about their
interest in forming partnerships and online advertising exchanges. We have
heard back from a few. The responders generally dont carry productadvertisements but are very open to the possibility of pursuing a relationship
with The Squirrel Food Company. However, the caveat is they want to see
the product. As soon as we can start testing the product, it will be important
to acquaint these organizations with the quality The Squirrel Food Company
product. Advertising on partner sites will not only spread the Squirrel Food
Company name through the squirrel community, it will increase the click-
through rate for The Squirrel Food Company, thus driving The Squirrel Food
Company higher in search engine ratings.
Organization Banner Links (sponsors) Pricing
The Squirrel Lover's
Club
Squirrels-R-Us
PetJam
pending
Squirrel-Rehab www.BurstNet.com
Zap Zone Network
pending
Nature Haven Squirrels-R-Us
Tonys Flying Page
pending
Squirrels R Us Tripod Member Site pending
The Squirrel Den www.addme.com
www.doghause.com
Squirrel Wildlife
Rehabilitation
AOL
pending
Squirrel Place none pending
http://www.burstnet.com/http://www.burstnet.com/http://www.addme.com/http://www.addme.com/http://www.doghause.com/http://www.doghause.com/http://www.doghause.com/http://www.addme.com/http://www.burstnet.com/8/4/2019 Squirrel Food Marketing Plan
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Campus Market Place Editorial Calendar
800.622.7498 x 2340, 2344 email: [email protected]
Here are some magazines The Squirrel Food Company may want to do some
advertising in:
Animal Fair - lifestyle magazine for animal lovers
www.animalfair.com
Zoobooks - animal magazine for familys
www.zoobooks.com
Ranger Rick - animal magazine target towards kids 7 14www.rangerrick.com
UPCO (United Pharmacal Company, Inc.) is a distribution company that sends
out catalogs to pet lovers who want to give their pets the best products out
there. The only squirrel products they sell are squirrel cakes and feeders.
www.upco.com
Issue Editorial Feature Insert Due Date
10/6 Music Sales Review 9/26
10/20 A Look Back at Rush 10/10
11/3 Preparing for Buy Back 10/24
11/17 Hosting Holiday Events 11/7
12/1 Value of Succession Planning 11/19
12/15 Spring Break Fun 12/5
12/29 Sales Planning and
Markdowns
12/19
1/12 Events for General Booksellers 01/2
1/26 Think Spring: Bunnies,
Shamrocks, and Love
1/16
2/9 Pre-Camex issue 1/30
2/23 Pre-Camex issue 2/13
3/8 Post-Camex coverage 2/27
3/22 Garnering Gift Sales 3/12
http://www.animalfair.com/http://www.animalfair.com/http://www.zoobooks.com/http://www.zoobooks.com/http://www.rangerrick.com/http://www.rangerrick.com/http://www.upco.com/http://www.upco.com/http://www.upco.com/http://www.rangerrick.com/http://www.zoobooks.com/http://www.animalfair.com/8/4/2019 Squirrel Food Marketing Plan
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THE SQUIRREL FOOD COMPANY ANALYSIS
The Squirrel Food Companys primary product offering is the hybrid corn,
created by Dr. Squirrel. Dr. Squirrel has licensed the patent for this corn from
a major company. The actual process for creating the corn is not new but noother company has licensed the product with intentions for tailoring it
specifically to squirrel dietary needs.
Through cross-breeding, Dr. Squirrel is able to enhance features of the corn
that increase the nutritional value for squirrels. The embryo, white portion
of the corn, is larger (Appendix C). It is the embryo that contains protein and
amino acid, fundamental building blocks of cells. Squirrels eat the embryo
and discard the outer hull. Squirrels that eat the corn have been observed to
be more playful and exuberant.
Corn produced for animal feed, including The Squirrel Food Company, is
dried to ~10% moisture. This prolongs shelf life and presents a challenge for
squirrels to crack the hard outer shell and eat the embryo.
Possible methods of selling products directly to the customers include; the
Internet, catalogs, fairs/festivals, direct mailings, newsletters, e-mail, and
magazine advertisements. Sampling is an additional method to help obtain
market buzz from tastemakers. The distribution of The Squirrel Food
Company in a small quantity (e.g. 1 corn medallions) would involve a
process of giving the public or a select group a preview. These samples
promote the consumer to invest in a future purchase of the product. There
has been a remarkable success rate obtained when using the Internet and
word-of-mouth endorsements.
S.W.O.T. ANALYSIS
Company Strengths
The Squirrel Food Companys corn production is not dependent on rainfall
because the farm is irrigated. The farm has a nostalgic feel to it. It is family
run and not part of a big conglomerate. Even though the farm is not part of a
big conglomerate, production is completely modernized with a computerized
tracking system. Dr. Squirrel has 15 years of experience working with value-
added products and Carol has both a business and agricultural background.
The Squirrel Food Company has company license for the hybrid corn and
currently is the only company with this corn intended for squirrel feed. The
Squirrel Food Company is able to use internal labor for packaging and localdistribution
Company Weaknesses
The Squirrel Food Company is a newcomer to the market and will have to
introduce their product among existing competitors. Nationwide distribution
done internally is not an option and will have to outsource this service.
Consumers have negative preconceived ideas about hybrid corn that The
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Squirrel Food Company will have to overcome. For example, a major obstacle
is overcoming the notion that the corn is transgenic. Possibility of
pigeonholing the company may occur by offering just corn
Opportunities for Growth
Through branding and presentation, The Squirrel Food Company has the
opportunity to own the niche market of specialty squirrel corn. Specifically,
the market seems to be void of good presentation in both website layout and
product packaging. Three to four years from now, Dr. Squirrel will
have developed The Squirrel Food Company to quality light years
ahead of the competition
Threats to Market Entry
The patent for this hybrid corn is available from a major company
for licensing to any company that wishes to purchase it. Other
companies may want to enter into the same niche market as The
Squirrel Food Company.
Product Packaging Recommendations
Stiel Direct suggests four different packing ideas for The Squirrel Food
Companys corn, the Squirrel Bucket, a Kernel Crib, Aww Shucks, and a
Squirrel Barrel.
Squirrel Bucket
Ears of corn will be neatly displayed along
with a variety of items including: a stuffed
squirrel, a The Squirrel Food Company T-shirt, a storybook, a squirrel identification
book, a pair of binoculars, and a Name-A-
Squirrel T-Shirt.
Kernel Crib
The Kernel Crib will display The Squirrel Food Companys corn in a manner
similar to that of Harry and David. Individual cobs will be wrapped in a
fake tissue paper husk and will be placed in a foam tray to prevent the
kernels from becoming dislodged during shipping.
Aww Shucks
The Squirrel Food Companys shelled corn will be displayed in a cellophane
bag and tied with a nice ribbon at the top, similar to packaging premium nuts
are sold in and the Cracker Barrel uses. On the outside of the bag will be an
adhesive label displaying the Squirrel Food Company logo.
Squirrel Barrel
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The Squirrel Barrel will be used to package at least 40lbs or more of corn. A
wood barrel will be inlaid with corn by carefully placing ears corn in a circular
pattern starting at the edge and moving inwards.
Another