CMSM Mkt Plan

7/30/2019 CMSM Mkt Plan

1/23

Jordan Martinez

Marc Chabane

James Person

Cook Me Somethin Misters

Marketing Plan

Joe Cassisa

Simon Kegler

Jackie Rezk

Stacy Martinez


2/23

CMSM Background Info

ADGAS Outdoor Products wasfounded 1977

30 Years of a great service recordand a strong customer base

In efforts to expand, CMSM was

born to cater to the tailgatingcrowd.


3/23

CMSM Jambalaya is Born!

CMSM team partners with PaulPrudhomme and Chef George Rhodes

and Magic BrandChef Rhodes creates a pre-packaged Jambalaya Mix for CMSM

distribution


4/23

The Marketing Problem

Limited Brand AwarenessNew Product/New Name

Limited Exposure to Potential Consumers

Entering Market among Several Similar BrandsIncreased Importance for EffectiveAdvertising Methods


5/23

MarketingGoals and ObjectivesIncrease Brand Awareness

Inform consumers about:

What the product is

The corporate company

The products taste and flavor

Where to find the product


6/23

MarketingGoals and ObjectivesIncrease Brand Awareness

Specific Objectives:

increase top-of-mind-awareness by 20%

increase unprompted response by 50%


7/23

SWOT Analysis

Strengths:Jambalaya and All-Purpose Seasoning mixbased on K Pauls recipe

Established RelationshipsChef Paul Prudhomme

Chef George Rhodes

Various New Orleans Personalities

Known commodity among trade shows, events

Cross Promotion


8/23

SWOT Analysis

Weaknesses:Limited Budget

Lack of Distribution Channels

Lack of Product Recognition and Differentiation


9/23

SWOT Analysis

Opportunities:Major sporting & cultural events leading toopportunities to increase brand awareness

through cateringSuper Bowl, Sugar Bowl

Essence Festival, Jazz Fest

Economic downturn pushing consumers downmarket from restaurants to made-at-homedinners.


10/23

SWOT Analysis

Threats:Competition:

Zatarains

Tony Chacheres

Cajun Land Spices

Changes in Buyer Tastes


11/23

Food Trends

Economic downturn fuels home cooking; lesseating out.Quick food preparationGrocery stores responding to consumers who are

redefining the family tableTrend toward beneficial foodsGlutten-free, nutrient added

You are what you eat!

Consumers want to know where their food comesfrom to assure they are eating safely and healthy.Food reflecting the individual.

Consumers are about food that reflects personality.


12/23

Females, 25-54, HHI $40k+

Passionate flavor seekers who love food

Convenient, New Orleans flavor

Confident, savvy

High quality and full of flavor

Outgoing, fun, trusted, approachable

Target Audience

Functional

Benefits

Emotional Benefits

Personality

Reasons to Believe

Great tasting

New Orleans food

Brand Essence

CMSM Target Segment


13/23

CMSMs CompanyCompetitive Advantage

CMSM ZatarainsTony

Chacheres

Product quality H M M

Brand Name Recognition L H H

Uniqueness H L L

Market share L H M

Cross Promo H L L

H=High, M=Medium, L=Low


14/23

Option 1: Traditional Advertising

Radio, Television & PrintLocal Radio and TV StationsGambit WeeklyTimes PicayuneWhere Yat Magazine


15/23

Option 2: Promotions

Demonstrations, Events, Cross-PromotionsGrocery Store SamplingTailgating Promotions

Cross-Promotion with Local Meat Company


16/23

Option 3: Direct Marketing

Direct Marketing CampaignValpak (Coupon Books)E-Mail BlastsDirect Mail


17/23

Alternative Solutions Evaluation

Criteria Weight TraditionalAdvertising Promotions DirectMarketing

Cost 5 2 3 2

Illustrates Vision 4 4 5 2

Brand Awareness 5 3 5 3

Growth Potential

4 3 5 4Ease of

Implementation 4 2 4 4

Total 61 96 65


18/23

Action Plans

Specific Marketing ActionsTailgating

High School & College Sporting Events

New Orleans Saints TailgatingTrade Shows

Cross PromotionsTeam Up with Manda Fine Meats

Demos at Local GroceriesSample Giveaways


19/23

Action Plans

Where, When & How?LA, MS, AL, FL, TN

Southeastern Schools & Local Events

Seasonal vs. Yearlong Marketing Actions(Advantage of Operating in the South)

Word of Mouth

Build University Relationships

Utilize CLC Marketing Services


20/23

Action Plans

Costs$15,000 Advertising/Promotional Expenses

Tailgates and Cookouts (65%)Labor, Travel Expenses, Supplies, Product Costs $9.750

Sponsorships (20%) $3.000

Trade Shows (15%) $2.250


21/23

Evaluation and Control

Measuring The Success of Increasing BrandAwareness

Increase in Distribution

Growth: increase in unit salesMarket Share

Financial Success: Company Profits


22/23

Conclusion


23/23

YUM, YUM

Come Get You Some!

CMSM Mkt Plan

Documents