Marketing Plan Prepared for: Mote Aquaculture Park Prepared by: Jessica Kuykendall, Eric Wagner, Macenzie Meggison, Alexandra Holmes
November 21, 2013 Product: Mote Farm-Raised Caviar
Mote Caviar
Table of Content Planning
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Project Overview
Product Description
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Objectives
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Mission Statement
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Competitive Advantage
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Research
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Introduction
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Competitors
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Branding
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Conclusion
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Target Market
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Avatar
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The Consumer Decision Process
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Avatar Renderings
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SWOT Analysis
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Strengths
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Weaknesses
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Opportunities
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Threats
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Marketing Mix / Implementation
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Product
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Product Adjustments
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Brand Elements
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Place
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Price
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Promotional Mix
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Pinterest Page
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Pinterest Boards
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Facebook Page
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Closed Circuit Video
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Menu Insert
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Product Coupon
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Shopping Cart Signage
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Window Cling Signage
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Time Budget
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Evaluation
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Defining Success
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Measuring Success
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Jessica Kuykendall
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Eric Wagner
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Macenzie Meggison
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Alexandra Holmes
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Contact Information
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Planning Project Overview Product Description Mote Caviar comes from Siberian Sturgeon that are farm-raised in Florida in an Earth-friendly way. Mote Caviar is currently sold through some of the most well-respected purveyors in the world. The caviar is Malossol, or lightly salted, and by having such a low salt content, the caviar is seen as a higher quality and to have better flavor. Mote Caviar is a product that is sustainable, where nothing is wasted in the process of making the caviar itself. The Sturgeon meat is sold to local restaurants and meat purveyors, and the water recycling treatment is used to grow local, Florida plant life to help restore and re-establish the environment along the coasts of Florida. As well as utilizing the natural resources of Florida by partially powering the farm through solar power. Objectives To create an online social presence exceeding five hundred new followers, through the use of an interactive Pinterest page that is connected to a Facebook page to connect with the target audience in a six month time period. In addition, create a greater community awareness, in a year, by reaching out and taking part in dining experiences like Savor Sarasota to put Mote Caviar in dishes and on menus as to grab the target’s attention and palates in favor of Mote Caviar. Finally, to increase sales of Mote Caviar by five percent in a three year period, through in-storm promotions and coupons. Mission Statement Unite the community to protect aquatic life by creating a sustainable method for fresh, local caviar. Competitive Advantage Mote Caviar has a wide breadth of advantages from price to quality, however the biggest unique selling factor of Mote Caviar is that it is an inland and closed circuit product, and is helping to put fish back in the oceans rather than deplete and endanger the Sturgeon. Mote Caviar is a prime example that such a model of sustainability is effective and can have a positive effect on the environment, while still turning a profit from the product. Other advantages include: • A high quality product because of being lightly salted. (The status that comes from Malossol on the packaging is very high compared to a product that isn’t cured in the same manner.) • A low price in comparison to some of the high quality, well-known brands. (There are lower prices, but the quality could be seen as questionable.) • Local product that guarantees that Mote Caviar is the freshest product on the shelf. (Wasn’t shipped overseas, but right from the Sarasota area.)
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Research Introduction To begin our research we started by gathering information about the direct competition of other brands of caviar. We focused on their pricing, whether or not they used sustainable practices, their brand aesthetic and their online social media presence. Competitors The direct competitors that we focused on were: • Caviar Russe • Prices ranging from $30-$595 • Social Media Venues: Twitter and Facebook • Plaza de Caviar • Prices ranging from $30-$150 • Social Media Venues: Twitter and Facebook • Browne Trading Company • Prices ranging from $15-$85 • Social Media Venues: Twitter, Facebook and Youtube • Sustainable Practices: Yes • Russ & Daughters • Prices ranging from $19-$200 • Social Media Venues: Twitter, Blogspot, and Tumblr • Black River Caviar • Pricing ranging from $40-$8,050 • Social Media Venues: Facebook and Google+ • Sustainable Practices: Yes • Petrossian • Prices ranging from $52-$392 • Social Media Venues: Twitter, Facebook, Blogspot, Flickr, Instagram and Foursquare • Seattle Caviar Company • Prices ranging from $13.50-$135 • Social Media Venues: Twitter and Facebook • Tsar Nicoulai Caviar • Prices ranging from $13-$270 • Social Media Venues: Twitter and Facebook • Marky’s Caviar • Prices ranging from $115-$6688 • Social Media Venues: Twitter and Facebook • Sustainable Practices: Yes • Sterling Caviar • Prices ranging from $70-$430 • Social Media Venues: Twitter, Facebook, RSS feed • Kelley’s Catch Caviar • Prices ranging from $27.90-$223.30 • Social Media Venues: N/A
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Branding When looking at the branding we looked for various trends and repeat occurrences between packaging designs. We looked to traditional Tin packaging, Jar packaging, and Non-Traditional Packaging. Tin Packaging:
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Jar Packaging:
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Non-Traditional Packaging:
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Conclusion From all the information and imagery gathered, there is an overall sophistication of caviar as a product. Most brands offered a wide range of prices to meet various different markets, however some brands did carry higher end, and thus fairly expensive, caviar lines. From what we can infer, Mote Caviar is somewhere in the low to mid range for pricing, with some other brand’s prices reaching as low as fifteen dollars. We also concluded that though most, if not all the brands, were on Twitter and Facebook they didn’t really have a huge social presence. They may have had a large amount of followers, but no real engagement or interaction with their customers. When looking at the various types of packaging designs we concluded that most of them had a color palette consisting of blacks, grays, whites, golds and sometimes an accent color. There were also quite a few instances of gold leaf and textures added to the design. Because of this research it helped us to decide that the brand identity needed to be updated and modified to follow along with a similar style but in a unique way that would stand out on the shelf.
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Target Market Avatar Consumer Demographic
Name: Jenny
Gender: Female
Age: 31
Dress/Style: Vintage-esque with a modern flare
Hair: Wavy and brown with blonde highlights
Location: Tampa Bay area
Marital Status: Engaged
Profession: Senior Media Buyer at Triad Retail Media
Income: $72,000
Additional: Upper middle class
Segmentation of Consumer • Demographic: Jenny is a 31 year old business woman who was recently promoted and is enjoying planing her wedding to her fiancé of four years. • Geographic: Jenny grew up in the Sarasota area and always loved making trips to St. Pete and Tampa with her parents. Upon graduating college she took a job in the Greater Tampa Bay area and moved in with her long time boyfriend, Luke, who is now her fiancé. She lives in a suburban area, but isn’t far from downtown and the hustle and bustle of every day life. • Psychographic: Jenny has vast knowledge of movies, from horror to action, and romance novels by John Green and Nicholas Sparks, however she won’t admit to anyone that she enjoyed 50 Shades of Gray. Most evenings after work or a fun night out she comes home and watches an episode of Game of Thrones or Breaking Bad. She loves to entertain her friends, family and coworkers and is constantly through some sort of themed party. When Jenny is looking for ideas for her parties she often times scrolls through various Pinterest boards or blogging/diy sites. • Benefits: She enjoys almost every type and flavor of food, one of her personal favorites being caviar. However Jenny likes to also do good in almost every aspect of her life. She uses recyclable shopping bags, and always sorts her recycling making sure everything she uses gets repurposed. Jenny also tries use green and organic products since they are better for the environment. She also feels empowered when she can give back, even in the littlest of ways, like Toms shoes. Mote Caviar is perfect for Jenny since it is a mostly sustainable, in-land, closed circuit practice for producing caviar, that is beneficial to the wildlife. • Usage Rate: Jenny already shops at stores like Whole foods and Fresh Market and does her research about products with a wholesome and good practice. She can easily see Mote Caviar as a solution to her seafood needs.
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The Consumer Decision Process Problem Recognition Jenny and her team at work have recently completed a lengthy and large project, and in celebration Jenny would like to host a get together for her colleagues. Each of Jenny’s events have a themed menu. For this particular celebratory gathering she’d like to feature Russian cuisine, and she knows for sure that she would like to include caviar somewhere in the menu. Information Search The information about Mote Caviar could be obtained through various internal and external searches, such as: • External: • Pinterest food/cooking based boards • Youtube vloggers that focus on food/cooking • Food/cooking bloggers • Friends that had tried the product • Internal: • Remember seeing Mote Caviar on the shelf at Whole Foods • Trying it in the past at The Ritz Alternative Evaluation • Awareness Set: Caviar Russe, Markys, Petrossian, Tsar Nicoulai, Mote Caviar • Unawareness Set: It is possible that Jenny hasn’t heard of certain caviar brands because they aren’t as popular as other brands like Caviar Russe or Petrossian, and thus don’t dig deeper or pay attention when they hear other names such as, Dean and DeLuca, Seattle Caviar Company, Collins Caviar, Plaza De Caviar, Russ & Daughters. • Evoked Set (alternatives given consideration): Mote Caviar and Markys • Inert Set (back up alternatives): Petrossian and Caviar Russe • Inept Set (avoided alternatives): Tsar Nicoulai Purchase After going through the various steps prior to the purchase, Jenny did end up purchasing Mote Caviar because it met all of her desired criteria of being local thus having a fresh taste and quality to the product, it was easy to find and purchase because of being located in a popular grocer, it is a socially and ethically responsible brand that gives back to aquatic research and helps to save and protect the environment, and it is a product that is of high quality and flavor and thus can be considered a sophisticated product. Post Purchase Once Mote Caviar has been purchased and consumed Jenny and her coworkers, they quickly asked where she got the caviar because it was delicious. However if it so happens that the customer is unsatisfied, they can choose to take action in order to see change. • Mote Caviar could offer a money back guarantee that would reassure the consumer in their decision process of buying the product, that if they didn’t like the product they could get their money back or a replacement product. • Another resultant could be a positive outcome, like it Jenny’s case, where in which the customers have had a great experience with the product and positive word of mouth begins which will in turn get other consumers that have never used the product intrigued about it, leading them to try the product for themselves. 8
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Avatar Renderings
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SWOT Analysis Strengths • Farm-Raised (seen as a green practice) • Closed Circuit (Sustainability) • Local (Inland) • Uses every piece of the Sturgeon • Competitive Price (Average) • The taste is “good” (Malossol) • Served at the Ritz • Optimal egg size and color • All proceeds go to the Aquaculture Park Weaknesses • Farm-Raised (could seem less humane) • Niche Market • Not seen as 100% sustainable • No social media presence • Young brand • No store (Online or brick and mortar) • Bland brand packaging/brand identity • Price (In regards to the target market) • No transparency about the sustainability Opportunities • Local events (food and wine festivals) • New technologies (Instagram, Google Glass, Vine, etc.) • High tourist and snowbird traffic • Foodie community • Affordable high end restaurants • Eco-Friendly is trendy • Social causes is a hot topic in the media and lifestyle changes • Sustainable food sources are now considered important • Safety (Japan radioactive fish) • Food bloggers • Advertising in and through social media Threats • Competition (General) • Direct Competition (Local, fresh, sustainable) • Economy (Recession) • Political regulations (Endangered Species Act) • Disaster PR (Internal) • Bad PR (Sustainability) • Product becomes irrelevant (Taken off of menus)
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Marketing Mix Product Product Adjustments We looked at various designs and spent a lot of time figuring out the best way to encompass the mission and the great elements of the brand and what Mote Caviar stands for. Once we figured out what that was we came up with a new brand aesthetic and new packaging label to put on the metal tins. We would also recommend that over time the brand progress to nicer packaging from just silver metal tins to a gold tin and then possibly to a square packaging of some sort. The target demographic is typically drawn to products/packaging that breaks up the normality and similar packaging on shelves. So if the the product itself sticks out from the competition on the shelf in the initial glance across the aisle/shelf, the consumer is more likely to pick up the product and spend time looking at it which could possibly lead to a purchase.
Brand Elements The current product is a very high quality product and thus should be represented as such, but when looking at the current branding of Mote Caviar, it doesn’t come off as a high quality product. The packing and brand aesthetic looks very cluttered because of the many graphic elements in the packaging design, also the brand identity is vastly unrecognizable in comparison to some of the comparative designs that we gathered in our research phase. • Two main colors (Navy and Gold), however their are variations in opacity and tonality. • More than three fonts with several variations under one of the typefaces. • Multiple graphic elements: • Two Sturgeon (In different colors) • Two Tridents • Radial burst in the background • Clouds • Horizon line/ocean • Radial banner that encompasses the outside the label. • A lot of information (some of which becomes inverted, and can be confusing to read upon initial glance) From what we gathered in our research, the packaging should reflect the brands mission, as well as hold a level of finesse and sophistication as well as a simple color palate and accentuated with limited graphic elements and fonts.
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Packaging Re-Design
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Packaging Re-Design
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Place Currently Mote Caviar is sold at multiple retail locations such as Whole Foods (sold under a joint label with Marky’s Caviar in all 16 stores across FL) Costco.com, Balducci’s (sold under a private label), Williams-Sonoma (sold under Royal Siberian Caviar), and through various distributors such as Browne Trading Co., Anna Maria Fish Co., American Caviar Co. (NYC, NY), Carter Caviar, Caviar & Caviar, Caviar Express Inc., Caviar Star (aka Great Atlantic Trading), Petrovich Caviar, Lafayette Caviar and Fine Foods (San Francisco, CA), Marky’s Caviar (Miami, FL), Pacific Plaza Import, Seattle Caviar Co. (Seattle, WA). Mote Caviar and Sturgeon meat can also be found at various restaurants such as Bird Key Yacht Club (Sarasota, FL), Captain Brian’s Seafood and Restaurant (Sarasota, FL), Cuisine by Andrei (Sarasota, FL), Gordon’s Gourmet (Sarasota, FL), Grande Lakes Resort The Ritz-Carlton (Orlando, FL), Lake Nona Club (Orlando, FL), Jiko Restaurant (Disney World, Orlando, FL), Mattison’s Forty-One Restaurant and Catering, Old Collier Golf Club (Naples, FL), Parkshore Grille (St. Petersburg, FL), Plaza Hotel (NYC, NY), Ravenous Pig (Orlando, FL), Renaissance Vinoy (St. Petersburg, FL), Seabreeze Island Grill (Redington Shores, FL), SideBern’s Restaurant (Tampa, FL), The Refinery (Tampa, FL), Vernona The RitzCarlton (Sarasota, FL) and the Waldorf Astoria Hotel (NYC, NY). In the future we would recomend expanding purchasing abilities to the website, or even a product catalog allowing the target demographic and typical consumer the ability to do in-depth research about the product and it’s pricing. By allowing the consumer to purchase online it would allow them the option of purchasing from home without having to travel out and about to get the product. Another option would be allowing the consumer to purchase at home and print out a receipt for the product and then pick the product up at their local Whole Foods when they were doing their weekly or bi-weekly grocery shopping.
Price Currently Mote Caviar is priced at (Through Browne Trading Co Website) $65.00 for an ounce, $125.00 for two ounces, $260.00 for four point four ounces, $410.00 for seven ounces, $1,055.00 for five hundred grams, and $2,100.00 for one kilogram. Through Caviar Star’s website, Mote Caviar is priced at $65.00 for an ounce, $130.00 for two ounces, $260.00 for four ounces, $455.00 for seven ounces, and $1,040.00 for sixteen ounces, however they do offer a special discount for Mote Caviar newsletter subscribers. On Williams-Sonoma’s website Mote Caviar is sold under a different label and is priced between $125 and $400. In the future we would recommend to consider the price for one ounce of caviar, even just lowering the price ten dollars to $55 would make the product meet the criteria for how they determine the value of the product, especially since not all of the demographic will have upper middle class incomes.
Promotional Mix Pinterest Page This page would be reaching out the part of the target demographic through a media that they are already on and use consistently for various purposes, such as food recipes, do-it-yourself projects, and arts and crafts ideas.
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Pinterest Page
Pinterest Boards Through the use of various boards on Pinterest, it would garner different segments of the target demographic through various connections. By having a board that is just full of recipes that use caviar in new and interesting ways, as well as showcasing different cultures and how they serve caviar it would connect with the foodies that are on Pinterest looking for recipes. By having a board that offers a cooking challenge where each week has a spotlight challenge that reflects a different culture or different aspect of a meal, the do-it-yourselfers would love to try a recipe and send in their results and thoughts, as well connect with the people that want to share their own personal or family recipes. Also by having a board that features all the articles, whether in print or online or in the media, people that are already on the Pinterest page are more willing to look at them, rather than have to be redirected to a whole new site.
Pinterest Board Names • Recipe Challenge: Focus on giving followers the opportunity to submit their own recipes that are centered around a weekly challenge that Mote Caviar puts out. • Various Cultures, Appetizers, Desserts, Drink Combos, etc. • Our Model: A board for promoting the Aquaculture Park and the sustainability practices used to produce the Caviar and Sturgeon. This is where the Closed Circuit video would be pinned. • In The News: The focus of this board would be for self-promotion in a literal sense. All news articles, in print or online as well as any media coverage would be pinned here. • What We Recommend: A board for pinning recipes that Mote Caviar would recommend to the consumer where trying Mote Caviar. It can literally be anything and everything that would require caviar as a part of the entree/ appetizer/dessert/drink pairing, etc.
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Pinterest Boards
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Pinterest Boards
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Pinterest Boards - Recipe Challenge Ideas
Appetizers 1. Caviar Dip 2. Sweet Potatoes w/Caviar 3. Potato Latkes with Smoked Salmon, Creme Fraiche, and American Farmed Caviar 4. Frittata-‐Caviar Bites 5. Caviar Stuffed Eggs 6. Iceberg Lettuce Wedges with Russian Dressing 7. Grilled Salmon Salad in Endive Cups with Caviar 8. Crispy Fried Oysters with Caviar Creme Fraiche 9. Fingerling Potato Canapes 10. Duck ConTit Cakes with Poached Eggs 11. Oyster and CauliTlower Soup 12. Stuffed New Potatoes 13. Chilled Early Girl Tomato Soup with Ahi Tuna Tartare 14. Lobster and Caviar on Toast Points 15. Lightly Picked Cucumber and Caviar 16. Caviar Plate 17. Crisp Potato Slices with Caviar 18. Roasted Fingerling Potatoes with Creme Fraiche and Caviar 19. Crabmeat Deviled Eggs 20. Oyster Wraps with Caviar 21. Mousseline de Fruit de Mer 22. Smoked Salmon Rosettes 23. Raw Oysters with Smoked Salmon and Caviar Cream 24. Little Neck Clams on the Half Shell with Champagne-‐Caviar Mignonette Fresh Melon and Vodka Granita with Oysters and Caviar 25. Phyllo Purses 26. Chive Roasted Potatoes with Horseradish-‐Sour Cream and Caviar 27. TrufTle Custards with Crab and Caviar 28. Smoked Salmon Roulades 29. Tuna Tartare in a Cucumber Boat topped with Caviar 30. Caramelized Salmon Deviled Eggs 31. Tasso-‐Cured Salmon Canapes 32. Caviar with Dal Blinis 33. Postrio Smoked Salmon on Blini Entrees 34. Pan Roast Louisiana BlackTish with Corn, Crab and Caviar 35. Quail Eggs Benedict and Caviar 36. Fire Roasted Artichokes with Herb Aioli 37. Smoked Salmon-‐Scrambled Egg Packages with Lemon Creme Fraiche 38. Baked Louisiana Blue Crab Imperial with Caviar and Sauteed Pea Shoots 39. Poached Lobster with Caviar Mousse and Dijon Mustard Sauce 18
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40. Lobster Salad in Potato Leek Nests 41. Sturgeon Kulebiaka 42. Exotic Pork Loin 43. Egg and Lobster Salad with Homemade Tarragon Mayonnaise 44. Smoked Salmon and Crisp Potato-‐Wich, American Caviar 45. Pizza with Smoked Salmon and Caviar 46. Warmed Smoked Black Alaskan Cod Salad 47. Gaufrette Potatoes with Gravlax, Sour Cream and Caviar 48. Yellow Finnish Potato with Creme Fraiche and Caviar 49. Alfred's Diver Scallops with Vegetable Ragout and Caviar 50. Lobster Potato Cakes with Poached Eggs and American Sauce 51. Spicy Seafood Salad 52. Smashed Potatoes with TrufTle Emulsion 53. Omelet with Caviar, Smoked Salmon and Creme Fraiche 54. Oeufs Brouilles a la Michel Guerard (French Scrambled Eggs with Caviar) 55. Pemaquid Oysters with Sauerkraut and Caviar 56. Crabmeat and Baby Asparagus Napoleons 57. Buckwheat Noodles with Caviar and Sour Cream 58. Cold Cucumber Soup with Louisiana Oysters on the Half Shell and Caviar 59. Smoked Salmon and Caviar Stuffed Potatoes 60. Crispy Wasabi Potato Crusted Tuna 61. Smoked Sturgeon Cakes 62. Smoked Trout Hash with Fried Eggs 63. Scallops with Vegetable Ragout and Caviar 64. Mini Open-‐Faced Corn Cake and Salmon Salad Sandwich with Beluga Caviar 65. Crispy Fried Oysters with Caviar Creme Fraiche 66. Smoked Salmon Timbale with Ginger, Cucumber, Creme Fraiche and Watercress Oil 67. Poached Oysters in Anise-‐Flavored Cream with Black Pepper Creme Fraiche and Caviar 68. Les Crepes d'or 69. Avocado Mousse with Oysters on the Half Shell 70. Curried Scallops with Cucumber Sauce and Salmon Pearls 71. Big Eye Tuna Ceviche with Peppercress and Roasted Calabaza Salad in a Tuna Caviar Vinaigrette 72. Pan Fried Oysters with Aged Sherry Sauce and Caviar 73. Smoked Salmon Omelette with Caviar Hollandiase Desserts 74. Salmon Crepe Roll 75. Caviar Mousse 76. Caviar Pie 77. Smoked Salmon Cheesecake 78. Vanilla Panna Cotta 79. Savory Shortbread 80. CrawTish and Corn Cakes 81. Ahi Tuna Parfait with Caviar 82. Salmon and Caviar Pie 19
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83. Herbed Flan with Caviar 84. Fresh Smoked Salmon Tartar with Raspberries Mixed Drinks to Accompany Caviar 85. Silver Salmon Martini 86. Dry Martini 87. Bloody Mary 88. Silver Bullet 89. Moscow Mule 90. Red Mail 91. Russian Rose 92. Bolshevik’s Fix 93. Pedro 94. Afterglow 95. The Caipirinha 96. French 75 97. Gin and Tonic 98. Margarita 99. Limoncello 100. Cosmopolitan
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Facebook Page Facebook Page The Facebook page would be connected with the Pinterest page allowing even more spread of the brand and product. By connected the Facebook page to the Pinterest page every pin (aka post) on Pinterest will automatically be posted on the Facebook page, allowing followers on Facebook to view and interact with the Pinterest page even if they don’t have an account.
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Closed Circuit Video Closed Circuit Video A short, aesthetically pleasing and cute video that explains the closed circuit system of sustainability is the best way to in a sense “dumb down” the process allowing the average consumer to understand and become acquainted with product. One big reason a consumer might not by the product is if they don’t understand the lingo that goes along with it. In this case, they might have their doubts about a product that is “100% Sustainable,” especially if they can’t wrap their mind around the idea. By simplifying it, we are allowing the consumer to fully understand the product and its message.
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Menu Insert Menu Inserts Every summer VisitSarasota hosts restaurant week known as Savor Sarasota. Through some connections,we have figured out that Savor Sarasota would be a great avenue for getting the product known. The target demographic loves to eat out and entertain, by partnering with Savor Sarasota, the target demographic would be exposed to Mote Caviar, through the plan of having multiple restaurants on the Savor list dedicate one dish on their Savor menu to feature Mote Caviar, where 10% of the sale of that menu item would go back to the Mote Aquaculture Park. Inserts specifically tucked into the Savor Menu would inform the consumer about the proceeds given to the Aquaculture Park as well as feature a QR code that would guide the consumer to the Closed Circuit Video to watch while they are waiting on their meal.
Front
Back
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Product Coupon Product Coupon By enlisting a coupon around the neck of bottles of Vodka, offering a discount of Mote Caviar, the consumer is given a better opportunity of purchasing the product because of the money off or discount. They may be more willing to try the product if they weren’t paying full price for it for the first time.
Buy Grey Goose Vodka and get 20% off a tin of Mote Caviar
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Shopping Cart Signage Shopping Cart Signage By having signs in shopping carts through grocers like Whole Foods and Fresh Market, consumers would be reminded of Mote Caviar and put the seed into their brain of possibly just stopping by that aisle and picking up a container of Mote Caviar. Most consumers act on autopilot while they grocery shop and by putting an interesting sign in the one place they look most often while shopping, it is a way to wake them up from autopilot and get them to explore new products or remind them of a product they haven’t indulged in in a while.
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Window Cling Signage Window Cling This would be a way of differentiating which meat purveyors sold Mote Caviar from those that didn’t, it would also be a way of speaking out to the public that didn’t know about Mote Caviar and striking their interests to go online and look them up.
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Time Requirements Description
Man Power
Basis
Time
1 Person
Daily
30-45 Min
1 Person
Daily
2-3 Hours
1 Person
Weekly
15-30 Min
1 Person
Daily
2-3 Hours
Multiple People
Seasonal
1-3 Hours
Restaurant Pitch
Multiple People
Seasonal
4-5 Hours
Training restaurant staff about Mote Caviar
Multiple People
Seasonal
5 Hours
1-3 People
Monthly/Bi-Monthly
10+ Hours
Total Man Hours Used (Relative to Basis category)
30+ Hours
Pinterest Posting Pinterest Interaction Facebook Posting Facebook Interaction Savor Sarasota (Printing of Media Kit)
Video Series
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Evaluation Defining Success Success would be defined by meeting the outreach that we hoped to achieve over time. The number of followers (collectively and separately) on Pinterest and Facebook, as well as the level of interaction between followers/consumers and Mote Caviar on the social media platforms would be considered. The amount of revenue gendered because of sales of menu items using Mote Caviar during Savor Sarasota and through in-store promotions offered at various retailers would also define the level of success and brand recognition in the community.
Measuring Success The main incentive of the majority of the promotions was to bring awareness of the product and the social and ethical causes it stands for supports to the community, as well as make the brand attractive to the target demographic through an appealing redesign. By bringing awareness and creating and attractive looking brand identity it would help the consumer to remember the brand and thus lead to brand recognition and future purchases. Success would primarily be measured through the number of likes on Facebook and the number of Board followers on Pinterest, then secondarily through the use of purchases, whether from grocery stores or from restaurants during Savor Sarasota. To measure the success of in-store purchases would be through the number coupons redeemed over the time frame that they are offered, and the point of sale would help to define where the target market is best reached with coupons and where they are mostly shopping.
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Contact Information
Jessica Kuykendall - 3rd Year Advertising Design
21192 Gaylord Avenue
Port Charlotte, FL 33954
T 941.979.1491
jkuykend@c.ringling.edu
I did enjoy creating such an amazing concept and plan with my team, however, I feel that an internship with Mote would not be something I would like to pursue at this time.
Eric Wagner - 3rd Year Advertising Design
3830 Chapel Drive
Sarasota, FL 34234
gained a large amount of understanding from
T 561.319.2018
taking part in creating a marketing plan for Mote,
Though this project was really insightful and I
an internship would not be as useful in my field of
ewagner@c.ringline.edu
Macenzie Meggison - 2nd Year Business of Art and Design
6901 Rivergate Avenue
Tampa, FL 33637
T 813.380.7872
study currently.
If the opportunity arose, I would be delighted to accept an internship with mote marine aquaculture parks. I find the work here at Mote to be groundbreaking and it would be an honor to take apart in such an internship.
mmeggiso@c.ringling.edu
Alexandra Holmes - 3rd Year Business of Art and Design
1130 Greensboro Lane
Sarasota, FL 34234
T 703.380.0405
Although I think that an internship with Mote would be a wonderful opportunity, it's not something I'm able to do at the moment, due to a lack of transportation.
aholmes@c.ringling.edu
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