Carolyn Siska Chelsea Jensen Clint Giwer Dennis Rudasill
Daddy Hinkle’s Campaign Proposal JB 4653
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Mission Statement “Our mission is to create a workplace that facilitates empowered employees, the best customer service on the planet, community spirit, stewardship of the environment through recycling, reducing, and reusing; and to keep up our commitment to our quality products and services, even as we grow.”
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Mission Statement Suggestions Like: The mission statement includes aspects about improving the environment. The mission statement includes information about what the company is.
Suggestions: The mission statement should include more external things that you hope to have the company achieve. The mission statement should include something about product quality.
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Situational Analysis Strengths: Unique Packaging Daddy Hinkle’s stands out on the shelves. A combination of marinade and rub in one package is something only Daddy Hinkle’s does. The single packs are also a strong point as they allow for more portability to take for outdoor barbecuing and tailgating. The products are less expensive and more likely to be purchased by first-time customers.
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Situational Analysis Strengths: Brand Loyalty The distinct taste of Daddy Hinkle’s on meat, chicken or even vegetables is something that no other company can claim. Customers who have tried Daddy Hinkle’s and enjoy the product will continue to come back for more. Having customers with a strong positive outlook on a product will always create buzz to their friends and family and help persuade them to try Daddy Hinkle’s.
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Situational Analysis Strengths: Made In Oklahoma The fact that Daddy Hinkle’s is only manufactured in Oklahoma will resonate with some customers who have negative views on outsourcing. Price Daddy Hinkle’s is less expensive than other marinades. Daddy Hinkle’s sells 10 oz. bottles of marinade for $3.15, some other marinades are almost double that.
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Situational Analysis Weaknesses: Brand Awareness Daddy Hinkle’s is not a big name such as Coca-Cola. Many people have never heard of it, this is a major setback because people will rarely purchase a product they have never heard of because they have no reference of whether it is good or bad. A product a person doesn’t know about is invisible on a store’s shelf. Many people will not bother to ask for more information about the product. In contrast, a product a person has heard of or has knowledge of greatly increases their likelihood of buying Daddy Hinkle’s if they have a purpose for it.
Web Site Daddy Hinkle’s website is plain, a little boring and does not interact well with the customer.
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Situational Analysis Weaknesses: Online Purchasing Daddy Hinkle’s is difficult to find on sites such as Amazon.com without specifically looking for it and doesn’t show up on HSN.com. The only place to purchase Daddy Hinkle’s is its own Web site; this difficulty to find online is closing off a large segment of people who shop online. Also, some other marinades are cheaper than Daddy Hinkle’s when bought in bulk, and sell for as low as $2.00 a bottle.
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Situational Analysis Weaknesses: Difficulty to Sample Daddy Hinkle’s is not a product that can simply be handed out to customers to get them to try. It is a marinade / rub that needs to be cooked on meat and can take time (some people may not be willing to wait) before it is ready for sampling. Also, the meat used will influence people’s opinion. Daddy Hinkle’s needs a more strategic approach than most companies to get people to try it’s product.
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Situational Analysis Opportunities: Events Oklahoma is a state where people love meat. Getting Daddy Hinkle’s into a barbecue event or starting one of it’s own would be a good way to spread publicity and to get people to try the product. Product Comparison Daddy Hinkle’s is a product that offers benefits, such as a sugar-free salt blend and a low sodium blend. The company could use this benefit to situate Daddy Hinkle’s product against more specialty products and health conscious products.
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Situational Analysis Threats: Competition There are many other meat marinades on the market with more money to spend on marketing. Customers may purchase these rather than Daddy Hinkle’s if they have never heard of it. However it is up to customer’s taste; If they prefer Daddy Hinkle’s they will choose it over other marinades no matter how much competitors spend on advertising.
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Target Market Men and Women Age: 18-44 More flexible to try new products
Married with children All ethnicities Daddy Hinkle’s is a product that is tailored to people who not only know how to cook, but also are enthusiastic about it.
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Opinion Leaders Opinion leaders normally have good things to say about a product. It is because of this reason that brands use opinion leaders; they are an attempt to increase sales and the image of the brand.
For our specific target market it is advisable to use opinion leaders such as butchers at meat markets and grocery stores. These opinion leaders are also people whom others come to for advice when it comes to matching a certain food or spice with another food. They are reliable and easily accessible to our target market.
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Opinion Leaders The above opinion leaders are directly related to a field which works closely with food and also has an influence on the people who eat it. The most important part of marketing is getting a target audience to recognize the product. When searching for a product people are much more likely to choose something they have heard of.
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How to Reach Them The first step is to get opinion leaders to try to endorse the product because it is a product that they enjoy. One way to reach our target market is to directly approach them with our product. Because it is a Made in Oklahoma product, we will begin our focus on the larger cities of Oklahoma. Broken Arrow, Tulsa, Sand Springs, Stillwater, Edmond, OKC and Norman.
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How to Reach Them We will encourage meat markets to keep the smaller sample packets on the meat counter so people who are buying meat can relate Daddy Hinkle’s to seasonings that go great with a certain type of meat. We will approach grocery stores such as Wal-Mart, Food pyramid, Reasor’s, Crest Foods, Food 4 Less, Homeland and United.
For the smaller grocery stores such as Reasor’s Crest Foods, Food Pyramid and United, it will be easier to go directly to the store and talk to the manager of the meat market and also the store manager and ask them to carry the product on the meat market countertop, either permanently or for a trial period.
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How to Reach Them For the larger stores, a phone call to the manager will be more beneficial due to the number of stores and their various locations. Ask the managers to carry the product on their shelves if they don’t already.
Whether they do or don’t already carry the product, ask them if they would be willing to have Daddy Hinkle’s sample size on the butcher counter where the butcher could recommend the product to customers buying steaks, hamburgers and chicken. The product will be in plain sight so the customer will be able to ask questions about the product to the butcher and the butcher in turn can recommend the product to our target audience.
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Event “Tailgate chefs” People’s taste and opinions in food are valued by their guests. Tailgating is a social event where everyone is engaged in conversation and open to meeting new people and trying new products. Tailgaters are easy to target due to their concentration at football games. Tailgaters come from all parts of Oklahoma and during game days they are centrally located in either Norman, Stillwater or Tulsa. Due to their geographic location they will better be able to reach our target market.
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Logistics Rotate tailgating weekends among OSU, OU and TU. Set up a Daddy Hinkle’s sponsored booth that sells meat – such as hamburgers, steaks or chicken – marinated and rubbed in Daddy Hinkle’s seasoning. Daddy Hinkle’s family members will work the grill and the booth at tailgates to show their dedication to the product and keep with the image that the product is truly a family owned product. Tailored as a place for people who don’t have a tailgate, or for people who liked their sample and wanted to try more. Booth will be located near the stadium in a heavily trafficked area that people pass on their way into the stadium.
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Logistics Hire one student representative from each school for a total of three. From 10am-2pm student representatives will approach tailgaters and ask them to try the product. This is about the time that most people start cooking before a game. Students will distribute a free samples of Daddy Hinkle’s for “tailgate chefs” to use on their meat of choice. Student representatives will be paid $9/ hour for their work.
Revenue of the food sales from the booth will help to offset the costs of the student salary and free sample. A feedback card will also be given to the sample that the “tailgate chefs” receive. On this card, chefs can rate the product, give suggestions and list their contact information to be added to the Daddy Hinkle’s customer database.
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Social Media Create a Twitter page and link it to the Daddy Hinkle’s Web site. Register online and tweet about events, trade shows, recipes and food blogs.
Give people the opportunity to interact and blog about the Daddy Hinkle’s product line on the Daddy Hinkle’s Web site. Link Facebook to the Daddy Hinkle’s Web site and allow people to become a fan of the company.
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Social Media Post videos of the commercials on the Daddy Hinkle’s Web site as well as social media sites. Instructional cooking video’s by either customers or by the Daddy Hinkle’s family. Record and post testimonials of tailgaters from the football games on Facebook fan page and YouTube to increase exposure of the product.
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Advertising The best method of advertising for Daddy Hinkle’s is to use grocery store displays in the form of point-ofpurchase displays. Point-of-purchase displays are advertisements that are built around impulse purchasing and utilizing displays designed to catch a shopper’s eye, particularly at the place where payment is made, such as the checkout counter.
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Advertising There are various types of point-ofpurchase displays, including: window displays, counter displays, floor stand display bin, banners of any kind and all types of open and closed display cases.
Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer’s merchandise. Often, a manufacturer will discount the cost of merchandise or in some way compensate the retailer for a point-of-purchase display.
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Execution Because Daddy Hinkle’s is a meat marinade and is sold in several different sizes, the best option for a display at the counter is to use the single serve packets in a smaller display box. This will be out in the open for shoppers to see while they are checking out. They will try one or two of the single serve sizes and look for the product in its regular aisle in the future.
The most effective point-of purchase displays will be above the aisle and at the end of the aisle. Also, signs alongside the product that stand out and emphasize price will draw the shopper’s attention and entice them to purchase Daddy Hinkle’s.
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Execution Creating a box to hold the products in an interesting way that separates the Daddy Hinkle’s product from competing brands will draw the shopper to the box stand. This type of stand would have more advertising space to display photos of food made with the product, price and the local aspect. A larger box will be used for end-aisle display while a smaller, yet similar box could be set on the deli counter for shoppers to see while they are purchasing meats.
Other ways for grocery store advertisements include shopping cart panels. This puts a picture of the product in the shopper’s eye from the start of the shopping trip to the end.
It would be a better idea for Daddy Hinkle’s to spend money on in-store advertising then with the commercial spot.
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Suggestions Use current customer database to send out direct mail pieces regarding upcoming events and also for a coupon off their favorite Daddy Hinkle’s marinade and rub. Insert a business reply card in with the packaging of Daddy Hinkle’s. Opportunity to include people who buy the product in the store to be included in the database of customers.
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Conclusion We hope that our “tailgate chefs” will be able to spread the word about Daddy Hinkle’s and make Daddy Hinkle’s a tailgate must. Our opinion leaders are directly related to a field which works closely with food and also has an influence on the people who eat it. Because we are reaching our target market in such a concentrated area, it will be easier for Daddy Hinkle’s to spread the word more easily and more efficiently to our target market.