DOLE Apples Mini-Campaign Zach Buenger Hollie Farrahi Sloane Hardman Kyle Larson Lindsay McNeese Brooke Rider Chelsea Theno
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DOLE APPLES: The Storm of Brains o Top-of-mind snack foods? C Chips, granola bars, fruit D
What do you look for in a snack?
D
What do most people look for?
c Nutritional
value
C Quick, easy-to-prepare,
D
low cost
What's a simple, well-known snack that doesn't compromise on nutritional value?
c APPLES D
Desired product personality: classic, simple, healthy
___
庐
I
Food Company, Inc.
D
A Fortune 500 company
o
Hawaii, 1851
D
"The world's largest producer and marketer of highquality fresh fruit and fresh vegetables"
D路
Presence in over 90 countries
D
Average employment worldwide
c 36,000 full-time, regular employees C 23,000 full-time seasonal or temporary employees
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Fresh Fruit and Vegetable Market D
The Market c Highly concentrated market dominated by large supermarket chains • Wal-Mart, Safeway and Kroger
D
The Players c Dole Food Company, Inc. ($6.78 million) C
Fresh Del Monte Produce, Inc. ($3.50 million)
C Chiquita Brands International, D
Inc. ($3.47 million)
The Key States C
New York, California,
New Jersey and Florida
TARGET AUDIENCE: Moms
DEMOGRAPHICS
PSYCHOGRAPHies
o First-time mothers, ages 25-40
o Highly involved and very
o At least one child under age 10 o Living in A counties and some B counties
busy, whether employed or unemployed o Passionate about giving their children the best
Moms are busy, but they have time to tell us...
1. What is your go-to snack food for your child/children? 10
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2. When considering snack food options, what quality is most important to you? 14 12 10 VI Q) VI
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0 Nutrition
Taste/Child Approval
Prep Time/ Convenience
Cost
I Lasting Crisp
Organic
Pink Lady
3. When Peanut Butter
Red
you think
Good
apple,
HEALTHY
Juicy
about an
Yummy
what's the first word
Red
Sweet
Delicious
Slices
Fuji Awesome
Fruit
that comes to mind?
4. What do you associate
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with DOLE?
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Key Insight? o Fresh fruit is not usually advertised
at the retail level
o DOLE is the leader in the fresh fruit market, but Moms don't associate the brand with apples. o Moms look for nutritional value first in the snacks they buy for their children.
o OUR GOAL: CONNECT MOMS TO DOLE APPLES
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Design Rationale D
Tight billboard
series to cut though the clutter
D Simple product, simple design D
Mostly A Counties, some B D Metropolitan
areas
D Billboard placement not limited to side of road D
Extensions D Simple and attention grabbing D Extra impact
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Works Cited o DOLE Company Website D
b.!!.P://www.dole.com/AboutDole/tabid/1255/Default.as~
o Business and Company Resource Center D
b.!!.P://bit.ly/drrPOB
o Business Source Premier D
h!!P://bit.ly/
aZDZtT
o Hoovers D
b!!P://bit.ly/9sFhKq
o Ryan Easter, Sage Fruit marketing representative D reaster@sagefruit.com
If you thought
just did
think again.
caring moms think
If you thought
,. .....• '