Saturday, 7 June 2014
Case Study Brand Management Consulting
Case Study Brand Management Consulting Eli Joseph
recently contacted you. You know Eli casually because your kids
played on the same Little League team. Eli told you that he had
just been selected as the brand manager for the Dinty Moore Beef
Stew line of products. This is his first marketing management
position and he wants to get off to a great start. Eli knows that
you have been studying advertising and would like you to serve as a
consultant to help him answer some important initial questions. He
has provided you with the following background information. The
Dinty Moore brand (now sold by Hormel Foods) has been in existence
since 1935. Canned products in the line include Beef Stew, Chicken
& Dumplings, Chicken Noodle, Chicken Stew, Meatball Stew, and
Turkey Stew. A second set of current products is microwaveable. The
Dinty Moore page of Hormel’s Web site states that its name is
“Synonymous not only with beef stew, but with a convenient and
satisfying meal. Through innovations in packaging we’ve made it
even easier for you to enjoy by offering cups and trays for
microwave cooking. And while convenience is definitely the order of
the day, Dinty Moore stew meets the standards of modern shoppers
because it has no preservatives and only 240 calories per 8-ounce
serving.” Health consciousness is a major trend in the food market.
Consumers are concerned about the fat, sodium, and calorie content
of the foods they purchase. The Dinty Moore line clearly meets
standards set by the Food and Drug Administration. The primary
competitors in the canned beef stew market are direct competitors,
substitute products, other foods made at home, and restaurants.
Direct competitors include Castleberry’s and Armour. Both companies
offer directly competing cans of stew as well as other products
that might compete with the Dinty Moore line. For example, Armour
offers a line of chili and chili beans. Castleberry sells barbeque
pork and canned tamales through the American Originals line.
Campbell’s and other soup manufacturers sell substitute products.
Soup can easily be substituted for stew. A series of private label
stews are also available. Home cooking presents an additional
source of competition. Many health food trends include cooking at
home with natural ingredients. Many consumers now enjoy creating
meals at home as a form of social activity and relaxation. Many MAR
3271, Advertising 2  restaurants vend products that compete with
both homemade and canned stew. The most threatening are restaurants
featuring home-style, hearty foods. Eli gave you the following Web
sites for additional information. • http://www.hormelfoods.com/ • http://www.castleberrys.com/ • http://www.pinnaclefoodscorp.com/ Eli’s first
assignment in his new position is to develop an advertising
campaign for the entire line. The campaign would be produced
starting in a few months, once information is gathered. The ads are
scheduled to run on a pulsating schedule, with the first burst
beginning soon after they are produced. Eli decided he needs more
information before moving forward, and that is where you come in.
He wants to know: • More about the role price plays in purchasing
decisions. • Consumers’ perceptions of the quality of the Dinty
Moore line as compared to Armour and Castleberry’s. • He also would
like information about consumer promotions, especially coupons and
price-off programs. • He also wants to investigate possibilities
for cooperative advertising with grocery stores, as well as tie-ins
with other food products. Eli wants to begin a new era in his
company where Dinty Moore moves to the strongest position in the
marketplace as the top-of-mind and top choice brand. Eli would like
you to explore several issues for him and prepare a PowerPoint
presentation with your findings that he can use with his team. Use
bullet points and include notes with more details. Your PowerPoint
should include a cover slide, at least 10 content slides, and a
final slide with references. Below are the issues you should
address in your presentation. 1. Should Eli hire an external
advertising agency for the campaign, or perform most of the tasks
in-house? Why? 2. If an external agency is chosen, what relevant
experiences would be most helpful to Eli and Dinty Moore? If most
of the work should be performed in-house, what skills and
experiences should DInty Moore have in-house? 3. What types of
advertising planning and research should be conducted to identify
Dinty Moore’s most loyal customers and potential new customers?
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