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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.

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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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Mote Caviar

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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Mote Caviar

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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MoteCaviar Marketing Plan  
MoteCaviar Marketing Plan  
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