6. 6Blake’s All Natural
Swot Analysis
preliminary research
trengths
#3 in category, at 42% ACV
Certified organic product line
OEM partnership with MB
Voted #1 in Good Housekeeping
Dr. Oz promotion
S eaknesses
Limited factory capacity
Current media outreach
Small company size
Disconnect: organic & frozen
W pportunities
Lunch Box Program
Product extension
New Natural Line
Product extension
O hreats
Amy’s
Limited growth category
High slotting costs
Seasonality of product
T
7. 7Blake’s All Natural
Key Observations
Tastes good
Large variety
Small portions
B
Product Tasting
preliminary research
8. next, we researched
-- both quantitatively
and qualitatively --
which demographics
are actually eating
pot pies.
Preliminary
Research
9. 9Blake’s All Natural
YY
Key Stats
Out of 100% per demographic, 47% of 55 to 64-year-olds ate
frozen pot pies.
The next largest demographic was 18 to 24-year-olds at 42%
and 25 to 34-year-olds at 41%.
Smaller size households have a lesser propensity to cook
a meal from scratch, encouraging simple meal preparation
options that provide a home-cooked meal solution.
Mintel Research
preliminary research
10. 10Blake’s All Natural
Key Observations
Good slotting in freezers
Main purchasers were young
Male professionals
Whole
Foods Key Observations
Poor slotting in freezers
Section mostly skipped over
Elderly shoppers in pot pie aisle
Market
Basket
Store Visits
preliminary research
13. 13Blake’s All Natural
Empty Nester
targeting strategy
u
Seeking daily home-cooked meal, but no longer worth the work for one or two people.
Older generation parents (~55)
Retired or close to retiring
Grew up eating pot pies
Out of 100% per demographic, 47% of 55 to 64-year-olds
ate frozen pot pies.“
” Data Courtesy of Mintel
14. 14Blake’s All Natural
Lohas Dude
targeting strategy
Young Single Male Professional Lifestyle of Health and Sustainability LOHAS Dude+ =
Interested in good-for-you home-cooked meal without needing to cook.
Weekly Whole Foods visits allows him to stock up on the best.
Willing to pay the premium to consume the best quality all natural foods.
Men under 35 are least likely to cook their own meals/prepare dinner from scratch.
Second largest demographic, out of 100% per demographic, for eating frozen pot
pies was 18 to 24-year-olds at 42%, followed by 25 to 34-year-olds at 41%.
“ ”“ ”Data Courtesy of Mintel
15. while empty nesters
grew up eating
pot pies, lohas
dudes grew up with
different food
products. this opens
an opportunity for
the blake’s brand to
extend its product
offering.
Targeting
Strategy
16. 16Blake’s All Natural
The LOHAS Dude target audience
grew up eating the infamous
microwable hot pockets -- why not
let them enjoy the same concept
in a new, natural, and good-for-
you form?
These pot pockets do not require
extensive backend reconfiguration
or new supplies; the pot pockets
use all the same ingredients
as the chicken pot pie, simply
repositioned to appeal to the
LOHAS dude.
Pot Pie Pockets
targeting strategy
20. Alexia Partnership
creative executions
In order to capitalize on co-marketing
opportunities, we propose partnering
with Alexia All Natural Foods. The
company is rooted in the same all natural
mentality as Blake’s, and their products
-- such as sweet potato fries -- would be
excellent side dishes to a Blake’s pot pie.
The designed sticker to the right could
be put in Alexia and Blake’s packages
to help drive trial of both products, and
giving Blake’s further visibility through
the Alexia brand.
21. in order to increase
overall product
awareness, the
blake’s brand
should invest time
in an innovative,
3-pronged media
relations plan.
Creative
Executions
22. 22Blake’s All Natural
Modern media package for journalists
Reduced envelope for bloggers
On-site‘Blakesgiving’event for local NH media
Media Relations Plan
creative executions
3
2
1
3 prongs
K
Blakesgiving
ahead
Blakesgiving
ahead
23. 23Blake’s All Natural
Blake’s Pot Pie
Brand Book
Custom Blake’s Box
Prong 1
creative executions
3
2
1
This package will contain:
e*A media list of suggested reporters to reach out
to is available in the appendix.
24. 24Blake’s All Natural
Coupon for free product
Brand Book
Informaton on three closest locations to use coupon
Prong 2
creative executions
3
2
1
This package will contain:
z*A media list of suggested reporters to reach out
to is available in the appendix.
26. 26Blake’s All Natural
Prong 3
creative executions
‘Blakesgiving’will be an annual event for local NH reporters and bloggers. They will
be invited for a free meal at Blake’s Turkey Farm as a special Thanksgiving event.
27. in order to provide
all reporters/
bloggers with that
warm & natural
message to return
to when they
research blake’s,
a pr video was
produced.
Creative
Executions
28. 28Blake’s All Natural
PR Video
creative executions
Check out the video by navigating to:
http://youtu.be/tz-StRFIIDg?hd=1
29. the video can also be
employed in online
efforts to increase
brand awareness
and drive social
media interest.
Creative
Executions
30. 30Blake’s All Natural
A buzzing video on YouTube
A pinned post on both Facebook pages
Many updates on Twitter
social media
creative executions
3
2
1
The PR video can be promoted via:
*A Tweet Sheet has been created for this
particular social channel. See appendix.
^
31. 31Blake’s All Natural
guerilla event map
creative executions
By attending in-person events, the Blake’s brand
can help drive awareness and drive trial in a
warm and feel-good enviroment. These events
see about 500,000 attendees. Our estimations
show that for every 2,500 pies baked, 10,000
samples will be available to serve. The overall
cost of which will be about $5,350. Some
events, as shown on the map, include:
Main Harvest Festival
Pies on Parade
Hopkinton State Fair
Hampton Beach Seafood Festival
Boston Local Food Festival
34. 34Blake’s All Natural
exact cost breakdown
budget & executions
Event Fees: $5,360
Sampling Costs: $5,250
Transportation: $750
Staff: $1,300
Connectivity: $1,200
Media Relations Packages: $1,200
z
35. Release revamped
website.
Jan. 2013
Release PR video
& begin social
media promotion.
Send tier 1 & 2
package.
April 2013
Introduce product
extension: pot pie
pockets.
Marketing at
festivals/events.
July 2013
Include coupon
in store fliers to
drive trial in slow
months.
Send Blakesgiving
invitation.
Nov. 2013
Begin executing
targeted
creatives.
Implement new
targeting strategy.
Jan. 2014
Host
Blakesgiving
event.
