MARKETING STRATEGY

Competitive Analysis

Analysis of the Pesto Industry, in which Pesto is classified as a seasoning, sauce, or condiment

and organic food, shows that increasing disposable income and a desire for healthy options

among the proposed target market will drive the industry. The industry is in the mature stage of

its lifestyle, however majority of “new” products created are variations on well-established

products that incorporate new flavor combinations and packaging. These variations of existing

products are widely accepted in consumer markets. Organic food sales have increased as well,

particularly among Millennials, 76% of whom associate organic foods with health and nutritional

attributes (Mintel Academic). In the coming years, the healthiness of American’s diets will

continue to increase, translating into opportunity for the organic and health foods category. As

older shoppers are looking to make lifestyle changes for health-related reasons, organic

products that link to an overall improved quality of life, can drive future growth (IBIS World).

Competition mostly comes from other pesto/sauce brands, but because Pronto is sourced

locally, it provides you with differentiation from the other brands. One quarter of local food and

drink buyers do so because it is safer, which rises to nearly one third of 18-24 year olds, a large

portion of the product’s target market. Analysis also shows that as the millennial generation (and

those that follow) become adults, ethics becomes increasingly important and consumers are

becoming more interested in factoring ethics into their buying decisions, which proves to be a

strong advantage for Pronto as well. (Mintel Academic). See appendix A for comparison of

Pronto against competitors in the market.

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Marketing Mix Assumptions

Product Assumptions

It is suggested that the brand name for your pesto should be: Pronto. Appendix B exemplifies

the proposed packaging of the pesto containers as single-serving cups, unlike a typical jar of

pesto. The box will include a clear window visual for customers to see the single servings within

the package, as well as the nutritional information and the story behind the co-branding of

Shenandoah Growers and Our Community Place. The package labeling will contain all the FDA

requirements, as seen on appendix B. The standard recipe will be used to make the pesto and it

will be divided into four individually packaged, 2 oz. cups within the box. The inside of the lid of

each container will include an awareness fact, as exemplified in appendix C, about

homelessness to appeal to the ethical consumer.

Pricing Assumptions

Based on comparisons to major pesto brands in the industry, the average price per ounce of

pesto was determined to be $0.41. (See Appendix A) Since no other pesto suppliers make

individual sized packages, an additional $0.05 markup has been incorporated into the final

price. This increase is based on similar markups that other food products, like peanut butter,

have when they switch from traditional packaging to their “to-go” style. The suggested price per

ounce is $0.46 and the proposed price for a four pack of 2oz. cups is $3.68.

Distribution Assumptions

Pronto pesto will be distributed 100% offline. Distribution is recommended in the following local

grocery stores: Friendly city food Co Op, Kate’s Natural Products, and Red Front Supermarket

INC. (Rockingham County), Community Store (Shenandoah County), Sharp Shopper Grocery

Outlet (Augusta County), Fairview Store (Page County).

Other Assumptions
See appendix D for SWOT analysis.

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Target Market

The target market is comprised of adults age 18 - 64, representing 59.4% of Augusta, Page,

Rockingham, and Shenandoah county or about 130,575 people. This target market is

recommended because it allows you to target multiple groups of people who would be using this

product. Pronto’s major selling point is its on-the-go nature, and choosing a narrower age range

would be doing the potential market of this product a disservice. There were three distinct

groups within this age range that are suggested to target. The first includes college students

aged 18-29, the second includes working adults ages 30-49, and the last includes older working

adults who are closer to retirement, aged 50-64. Out of the three markets, the primary persona

selected is Carrie the Collegiate, as depicted below, with the other two personas shown in

appendix E. The most popular social media sites are Facebook, followed by Instagram and

Pinterest in all three of the groups. In viewing these social media sites, the two most common

ways are by smartphone and computer, including both desktop and laptop computers. For ages

18-29, 86% have a smartphone and 78% have a computer. For ages 30-49, 88% have a

smartphone and 81% have a computer. Lastly, for ages 50-64, smartphone owners decrease to

74% and computer owners to 70% respectively (pewinternet).

CREATIVE STRATEGY

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IMC Objectives:
• Awareness - By August 1, 2017, have 95% of target market (~123,856 people) exposed
to Pronto.
• Attention - By August 1, 2017, have 90% of the target market (~117,337 people) show
interest in learning about Pronto.
• Knowledge - By September 1, 2017, 70% of the target market (~91,262 people) will
know that Pronto pesto comes in single serving cups.
• Trial - By October 1, 2017, send representatives to events such as farmer’s markets
and wine tastings to have 55% of the target market (~71706 people) test
Pronto.
• Preference - By December 1, 2017, 40% of target market (~52,150 people) will prefer
Pronto over leading pesto competitors.
• Purchase - By January 1, 2018, 35% of the target market (~45,631 people) will purchase
Pronto.
• Conviction - By March 1, 2018, 25% of target market (~32,594 people) will have
conviction about choosing Pronto by spreading word of mouth and sharing on social
media.
Major Selling Idea

Each container of pesto is just the right serving size. No matter the food of choice, Pronto

singles are the perfect amount to add a pop of flavor to any meal. The packaging convenience

works for virtually any lifestyle.

Campaign Slogan: Just a Pop of Pesto

This slogan takes the major selling idea of the campaign and shortens it into a memorable

phrase to remind the target market of the main benefit of Pronto that sets it apart from

competing brands. The word “pop” in the slogan is the most important because it references

the idea that each container is the perfect amount for a single serving dish. “Pop” also ties in

the sense of sound. When the consumer hears or sees the slogan they will envision the pop of

the container opening with a fresh and delicious side to their snack or addition to their meal

each and every time.

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Campaign Hashtag: #popofpesto

This hashtag will be successful because it directly coincides with the major selling idea of your

campaign. Consumers eating Pronto can share their photos or recipes with this hashtag at any

time or place. The hashtag continues to express the convenient size and packaging of the

product, reminding consumers that it is the perfect size to pair with any snack or meal. The

similarity between the slogan and hashtag will strengthen the overall cohesiveness of the

campaign in the mind of the consumer and therefore reinforce brand familiarity and recall.

Creative Rationale

The main elements that embody the campaign of Pronto are the colors of green, white, and

purple, a simple and clean theme that will not take away from the main product features, as well

as the symbols present on the packaging. These symbols represent various uses of the small

serving size of the product. The campaign will use a rational approach to appeal to the

consumer. A rational appeal will highlight the features of the major selling idea: small serving

size and convenient packaging. The campaign will be primarily informational and focus on the

specific features rather than an emotional appeal that could take away from the primary purpose

of Pronto. It is recommended to use a straight-sell advertising execution in the campaign to

maintain consistency with the rational appeal. This execution is fitting because it provides

information to the consumer about the features that differentiate your pesto from other

competing pesto brands and similar products.

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 MEDIA AND MESSAGE STRATEGY
Integration Map
The proposed integration map shows the integration and consistency throughout each

promotional mix element. The same font, color scheme, and depiction of a single serving of

pesto will be presented in each advertisement. The central element of the media plan is the use

of emails because they create awareness of the product, inform consumers of upcoming events,

and elicit a call to action. These touch points will reach the target market through:

• Print ads in local magazines

• Emails sent to a list comprised of voluntary subscribers
• Offering product samples at events in the local area
• Use of various social media platforms
Please see Appendix F for the proposed Integration Map.

Promotional Mix Strategy

Prior to the product launch date of July 1, 2017, it is suggested that you purchase an

email list from National Data Group’s database, containing a mailing list specific to the target

market. On June 1, 2017, an initial email will be sent out introducing the Pronto product to the

target market. The email will include generic information about the pesto singles, pictures of the

pesto product, social media links, and a URL for the landing page that was developed for

Shenandoah Growers and Our Community Place to put on your websites respectively. An

example of this email can be seen in appendix G. Simultaneously, a print ad will be run in

various local magazines including Hometown Value, Family Talk, the Breeze and the Weather

Vane (See appendix H). These three print ads will similarly depict the logo and slogan, a photo

of a meal paired with pesto alongside an empty serving size cup, and a few short sentences

describing the main selling idea of the product. Each ad will also provide the landing page’s

URL and a QR Code, along with the logos of the social medias handles associated with

Pronto.

Another way to increase the brand’s presence is to get involved in an economic

development organization. These organizations work to help local businesses and encourage

companies to grow within their current region. Based on an article published by News

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Leaders, the Shenandoah Valley Partnership(SVP) seems to be the best place to get involved,

especially since neither Our Community Place or Shenandoah Growers are current members of

this organization. SVP is already familiar with the localities in the suggested target market, so

they will know what events and businesses will be most useful while building the product’s

brand. The Partnership also has an established social media presence with major players in the

Valley area, which will be beneficial for a product when first starting off.

The social media platforms recommended for the campaign include: Instagram,

Facebook, Twitter, and Pinterest. The Instagram account for Pronto will focus on the various

food pairings that go with pesto in a visually appealing way. Posts on the Instagram account can

range from recipes for meals to small on the go snacks that can be used with pesto. Each

caption will inform followers of the various foods featured and always end with #popofpesto. In

the bio of the Instagram account, there will be a link to the landing page on the Our Community

Place website. A few examples of suggested Instagram posts can be seen in appendix I.

A public Facebook “local business or place” page will be created to promote Pronto. The

page will include information about the product and partnership with Our Community Place and

Shenandoah Growers, places consumers can sample and purchase Pronto, and suggested

pairings with pesto. All photos posted on the Instagram account will also be linked to the

Facebook page as well as other social media platforms. In addition, this page will have a tab for

past customers to leave reviews of their experience with the product and new consumers to

gain insight on why they should purchase Pronto. The Facebook page will also have an event

pages that will update followers on upcoming sponsorship events, where Pronto will offer

product samples. These event pages will inform the customers of the dates and locations of the

event, as well as allow them to invite their friends and family to the even. The Facebook page

will be continuously updates with a series of posts reminding consumers of upcoming dates

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such as the product launch, trial events, and contests. See appendix J for examples of

Facebook advertisements.

The Twitter account will include posts similar to the Facebook page, informing followers

about the product and important events in a short and sweet manner. It also recommended to

retweet healthy recipes from other accounts that the target market would likely be interested in

pairing with Pronto. All recipes and pairings that are promoted will be capable of being made

with a single serving cup. See appendix K for an example of the Twitter profile.

The Pinterest account will contain multiple boards, for example: Recipes, Pesto Photos,

or Outdoor Aesthetics. All the photos that are “repinned” will match the overall appearance of

the other social media accounts, emails, and print ads and be consistent with your overall brand

image. All social media accounts will be public and available for any consumer to view, follow,

and share. Refer to appendix L to view examples of suggested Pinterest boards and account

information.

After visiting the landing page (see appendix M) for Pronto on Our Community Place’s

website, the consumer will have the option to add their personal information and email address

to the mailing list. This will provide you with an ever-growing distribution list, in addition to the

house list purchased, of individuals interested in learning more about your product as well as

receiving future emails and promotions. Using the emails on the subscription list in combination

with the purchased list, a product launch email can be sent out showing a heavy focus and

excitement for the launch date of July 1st. The email should depict the main product features,

similar to the first email, as well as locations available to purchase the product (See Appendix N

for example of product launch email).

Along with a product launch email, other emails can be sent out informing the consumer

that product samples will be available for free trial at locations such as wine tasting festivals,

ValleyFest, and various farmer’s markets. See appendix O for example of an email advertising

9
sampling events. At these events, free sample cups of Pronto paired with food options such as

bread, pita chips, and vegetables will be available. A registry will also be available for

consumers to sign up for the email list and provide their information so you can continue to build

upon your house list. During this time period, you can also purchase local advertisements on

Facebook. See appendix P for an example Facebook local advertising that is

recommended. These ads will reach the intended target market in the surrounding area and

hopefully gain new consumers that have not previously interacted with the brand.

At these sponsored events like ValleyFest, Pronto will set up a booth. Besides the

samples and food pairing options mentioned, there will also be a retractable banner (See

Appendix Q). This banner serves as a way to draw the attention of those in attendance, through

the brand slogan and logo. Because Pronto is in a small market, a banner is a cost efficient way

to introduce the brand outside of a simple recognition for providing sponsorship.

The next aspect of the integration map focuses on a contest to gain more awareness,

encourage consumers to purchase the product, and share their positive experiences with others

via social media. To advertise the contest, a promotional email will be sent to the ever-growing

subscriber list (see appendix R for example). Along with these emails, various social media

posts across all platforms to gain awareness. At the free trial events, informational postcards,

discussing the contest details, will be passed out to consumers, similar to the example seen in

appendix S. The contest requires participants to post a photo of a meal showing their favorite

pairing with a single-serving cup of Pronto on Instagram using the hashtag #popofpesto. After

one month, the photo with the most likes will be selected and the winner will receive a $100 gift

card to the grocery store of their choice as incentive.

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Media Plan Timeline

The media timeline for this plan models the steps in the integration map. This timeline focuses

on direct marketing through social media. This internet and interactive marketing section

highlights the difference time periods from account creation, to events posts, and in the case of

Facebook, paid local advertisements. Most of the touchpoints highlighted are for onetime

events, so there is a lot of burst scheduling used. Because these events are short, a lot of

emphasis is given to them. For this reason, creative marketing materials, like the banner and

handouts are generated as early as possible. There is also a mix of steady drip and continuous

advertising, for the print ads, because of their varied publication dates. Reference appendix T

for an example of the media plan timeline.

Budget Allocation by Media

The majority of the budget is spent on print ads as well as acquiring a database. Both will be

used to reach the intended target market. The rest of the budget is then spent on Facebook ads,

showing the many uses of Pronto. See Appendix U for a visual of the Budget.

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 REFERENCES

Cooking and Pasta Sauces, Marinades - US - December 2015. (n.d.). Retrieved April
18, 2017, from http://academic.mintel.com/display/758366/

2016-17 Madison Student Media. (2017). Retrieved from

https://bloximages.newyork1.vip.townnews.com/breezejmu.org/content/tncms/as
sets/v3/editorial/a/09/a0936556-b47a-11df-a8c7-
00127992bc8b/576a8b3ebb54a.pdf.pdf

Anderson, M. (2015, October 29). The Demographics of Device Ownership. Retrieved

April 18, 2017, from http://www.pewinternet.org/2015/10/29/the-demographics-of-
device-ownership/

Barilla Pasta Processing Plant. (n.d.). Retrieved April 18, 2017, from
http://www.foodprocessing-technology.com/projects/barillapastaproces/

Belch, M. A., & Belch, G. E. (n.d.). Advertising and Promotion (Vol. 10e). McGraw-Hill
Education.

Claritas MyBestSegments. (2017). Retrieved from

https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30

Classico Signature Recipes Traditional Basil Pesto Sauce & Spread, 8.1 oz. (n.d.).
Retrieved April 18, 2017, from https://www.walmart.com/c/kp/pesto

Contributing Sponsors. (n.d.). Retrieved April 18, 2017, from

https://valleyfest.org/contributing-sponsors/

Custom Signs. (n.d.). Retrieved April 18, 2017, from

https://www.signs.com/price-calculator/

FamilyTalk. (n.d.). Retrieved April 18, 2017, from

http://familytalk.businesscatalyst.com/ft-online.html

Helping Local Businesses Reach More Customers. (n.d.). Retrieved April 18, 2017,
from https://www.facebook.com/business/news/facebook-local-awareness

Join SVP Today. (n.d.). Retrieved April 18, 2017, from

http://www.shenandoah-valley.biz/inside-svp/inside-svp-investor-affiliation/

Nizzi, M. (2017, April 18). Price Quote [Email/mailing list]. New England, Omaha.
National Data Group

Pesto. (n.d.). Retrieved April 18, 2017, from

http://www.mezzetta.com/our-products/detail/pesto

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Peters, L. (2016, October 16). Area economic development partnership receives award.
Retrieved April 18, 2017, from
http://www.newsleader.com/story/news/local/2016/10/16/area-economic-
development-partnership-receives-award/92207416/

Prego® Italian Pasta Sauces. (n.d.). Retrieved April 18, 2017, from
https://www.prego.com/sauces/

Products. (n.d.). Retrieved April 18, 2017, from http://www.classico.com/Products

Quigley, B. (2014, October 13). 10 Facts About Homelessness. Retrieved April
18, 2017, from http://www.huffingtonpost.com/bill-quigley/ten-facts-about-
homelessn_b_5977946.html

Restaurant, Food & Beverage Market Research Handbook. (n.d.). LOCALLY

SOURCED & ORGANIC FOOD (Vol. 15, pp. 384-387, Rep.).

Seasoning, Sauce and Condiment Production in the US. (2016, October). Retrieved
from http://clients1.ibisworld.com/reports/us/industry/default.aspx?entid=276

Social Media Fact Sheet. (2017, January 12). Retrieved April 18, 2017, from
http://www.pewinternet.org/fact-sheet/social-media/

The Ethical Consumer. (2015, July). Retrieved April 18, 2017, from
http://academic.mintel.com/display/743027/

The Locavore: Attitudes toward Locally-sourced Foods - US - February 2014. (2014,

February). Retrieved April, 2017, from
http://academic.mintel.com/display/680572/

The Weather Vane Advertising. (n.d.). Retrieved April 18, 2017, from
http://weathervaneemu.wixsite.com/theweathervane/advertising

What Makes Hometown Value Magazine Effective? (n.d.). Retrieved April 18, 2017,
from
http://valleyhvmag.com/effectiveness.html

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Appendix A: Pesto Competitors

14
Appendix B: Product Packaging

Side 2
Front Side 1&4
front

Package
Example

Green Perforated
Peel Side 6 Back

**The package will be compliant with the FDA food label requirements including: the statement of identity,

product net weight, manufacturers address, nutrition label (serving size, nutrients, calories, etc.) and the

ingredients (using the standard recipe). Nutrition facts will be similar to the one seen above, taken from

the standard recipe, but adjusted to our 2 oz. serving sizes.

15
Appendix C: Homelessness Fact Examples for Inside of Lid

16
Appendix D: SWOT Analysis

Strengths Weaknesses

• Established Mennonite following of Our • No established mailing list for

Community Place direct advertising- must
• Appealing to Ethical Consumer purchase
• Locally Sourced • Limited budget for promotional
mix

Opportunities Threats
• Increasing disposable income of target • Significant competition from
market established “big-name” Pesto
• Increase in healthy eating index and companies
organic food sales
• Low barriers to entry within industry
• Evident but limited product variation
within industry- variations of existing
products are widely accepted

17
Appendix E: Target Market Personas

18
Appendix F: Integration Map

19
Appendix G: Initial Email Blast Introducing “Presto” to be Sent out on June 1,
2017

To: bobsmith@gmail.com (Direct Mailing List)

From: mktg384purplepasta@gmail.com
Subject: COMING SOON!

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Appendix H: Print Ad for Hometown Value, Family Talk, Weather Vane, ant The
Breeze

21
Appendix I: Instagram Post and Account Examples

22
Appendix J: Facebook Post Examples

23
Appendix K: Twitter Post Examples

24
Appendix L: Pinterest Account Example

25
Appendix M: Landing Page for Our Community Place & Shenandoah Growers
Website

26
Appendix N: Product Launch Email

To: bobsmith@gmail.com (Direct Mailing List)

From: mktg384purplepasta@gmail.com
Subject: Pronto singles are FINALLY here!

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Appendix O: Trial Event Example Email

To: bobsmith@gmail.com (Direct Mailing List)

From: mktg384purplepasta@gmail.com
Subject: FREE samples and tastings!

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Appendix P: Facebook Local Targeting Ad Example

29
Appendix Q: Retractable Event Banner

30
Appendix R: Contest Email

To: bobsmith@gmail.com (Direct Mailing List)

From: mktg384purplepasta@gmail.com
Subject: Want A Chance to Win $100?

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Appendix S: Contest Postcard Handout

32
Appendix T: Media Plan Timeline

33
Appendix U: IMC Budget

The Breeze
· 1 full page 6 columns x 1” ad @ $475 for when the product releases
· 1 3.625" x 5" ad in the Madison 101 edition for @ $299
· 1 4.87” x 3.02” ads in each specialty edition of the breeze @ 120 each for a total
of 5 ads @ $600
The Weather Vane
· 1 full page ad @ $475
· 9 2.5” wide x 4” high color ad @ $43 each
· there is a 15% discount for having 10 ads
Family cost
· 4 ads in the June/July, August/September, October/November,
December/January issues all @ $250 each
Hometown Value
· 1 ad in the Fall Rockingham magazine
· 1 ad in the Winter Rockingham magazine
· 1 ad in the summer/fall Augusta magazine,
· 1 ad in Fall/winter Augusta magazine
· 60,000 households in the Rockingham and Augusta area @ $0.013 per
household

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Thank you, Shenandoah Growers and Our Community Place, for partnering with James
Madison University. Because of your help, team Purple Pasta has been able to
demonstrate the Integrated Marketing Communications skills learned throughout the
semester in a realistic, hands-on scenario. Again, thank you and best of luck as you
continue in your efforts to improve on the growing success of “Our Community Eats.”

Gianna Arango: Team Leader

arangogm@dukes.jmu.edu
(732)-684-2445
www.linkedin.com/in/giannaarango

Kayla Rodrigues:
rodrigkx@dukes.jmu.edu
(908)-591-8815
https://www.linkedin.com/in/kayla-rodrigues

Chris Ogunfowora:
ogunfoec@dukes.jmu.edu
(631)-245-2651
www.linkedin.com/in/chris-ogunfowora

Maureen Bradley:
bradlemx@dukes.jmu.edu
(516)-300-3578
www.linkedin.com/in/maureenbradley

Abigail Benchimol:
benchiae@dukes.jmu.edu
(860)-575-7602
www.linkedin.com/in/abbybenchimol/

Matthew Wallace:
wallacmb@dukes.jmu.edu
(804)-516-4593
www.linkedin.com/in/matthew-wallace2013

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