Macc nut swot

MACNUTT & CO. Prepared for Ad/PR Campaigns

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THE MACADAMIA NUT

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FROM HERE TO THERE

1882 by William H. Purvis

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THE TREE

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THE FRUIT

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THE FINAL PRODUCT

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THE PROCESS

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TOUGH NUT TO CRACK

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SITUATIONAL ANALYSISMarket Trend: Recovery

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THE NUTRITION FACTS

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• Profitable Market Trend

•No use of hybrid seed

• Perception: Luxury, Gourmet, Quality

• Cause-based product

• Claims: Fresh Taste, Whole Nuts

STRENGTHS

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STRENGTHS

•Health Angles

• Rich source of energy

• High in MUF

• Lowers cholesterol, risk of heart disease, high blood pressure

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STRENGTHS (OIL)

• High smoke point - Good for frying

• Long shelf life

• Unique taste - “Butter”

• Extra virgin and cold pressed

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WEAKNESSES• Lack of brand cohesion/

uniformity between products

• Lack of coherent packaging from their desired positioning

• Bulk only model (no national chains)

• Perception as fatty nut or candy

• Highest fat and caloric content per ounce

•No organic/fair trade label

•No positive association between Africa and nut

•No online presence

• Limited variety

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OPPORTUNITIES• Cooking oil: Comparatively low product

proliferation

• Creative packaging to it position and brand image

• Tell the story: exotic product from Swaziland

• Create healthy perception of nut: point to assets

• Appeal to audience emotional needs, create emotional connection (stories)

• Uniform label and branding for upscale market

GourmetHealthy

Social Cause{Tuesday, March 5, 13

THREATS• Low retail visibility

• “Misconception” of nutrition facts

• Audience is educated. Why “Africa?”

• Nut: High product proliferation

• Healthier and cheaper alternatives

• Online nut stores

• Food industry tendency to cheap oils

• Austin Nuts

• “Fresh Out of Africa” is already a registered Kenyan macadamia nut comany

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THE PROBLEM

• Perception problem

•Quality assurance issues

• Incoherent positioning

•Non-existent share of voice

• B2B Model

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THREE KEY TAKEAWAYS

GourmetHealth Social Cause{

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OTHER OBSERVATIONS

• Price point - Cheaper for nut/ higher for oil?

•Not planted in the US (the locavore connection)

• Internal communication

• Production issues

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EVEN MORE...

• Strategies/Tactics?

• Gourmet supermarkets - Whole foods, Trader Joe’s

• Cause-Oriented Boutiques

• Restaurant partnerships

• Increase variety

Tuesday, March 5, 13