1. Lupe Casas
Simone Daley
Dawn De La Torre
Masa Najjar

2. About Makowski's
Since 1920 Makowski's has manufactured
sausages, now located on the south side of
Chicago. As a women owned business
Makowski's mission is to supply consumers
with restaurant quality meat.

3. Promote an overall cohesive brand
experience online in order to further
Makowski's B2C transition
The Ask

4. Swot Analysis

5. Strengths
Open for 100 years (Generations of
practice to perfect sausage)
Woman owned business
Strong connections to local
businesses
Weaknesses
Lacks uniformity
Lack of social media presence
Lack of awareness
SWOT

6. Opportunities
Threats
Chicago brand
Expansion of social media
platforms
Cohesive brand experience
Competing against restaurants she
provides to
New to the market
SWOT

7. Current Positioning
Makowski's is primarily a B2B (co-
packing) sausage manufacturer
that caters to the Chicago-land
area and beyond

8. Desired Positioning
Makowski's is the Chicago sausage brand
catering restaurant-quality sausages B2C

9. Target Audience
Middle income
Educated customers
Not generally gendered or
ethnicity-specific
Sausage consumers 30+ with
families

10. Meet Martin
Martin is a 38 year old male with a
Bachelors degree and currently
works as a teacher and has two kids
under the age of 10

11. Meet Maribel
Maribel is a 41 year old mom
with four kids and owns a
electrical company

12. The Research
We gathered 54 survey responses

13. Survey - Key Insights
56%
68%
of respondents said
they did not have a
favorite sausage brand
of respondents said that
company history and/or
practices were something
that they considered when
purchasing a food item at a
grocery store
33% use TikTok
35% use Instagram

14. We interviewed 16 people, aged 19-57 at different
grocery stores across Chicago-land area
In-Person Interviews

15. In-Person Interviews - Key Insights
32%
63%
1 in 5
Bought a specific
sausage brand
because they have
had it in the past
of consumers purchased
sausage because they like
the taste, texture and
reputation of the brand
Bought sausage
because of a recipe
they were excited to try

16. People love flavorful
and high quality food
Human Truth
Makowski’s is a women-
owned, family-owned,
Chicago-based business,
whose products are
restaurant quality (both
literally and metaphorically)
Brand Truth
Transparency: People
like to know how things
are made and where
their food comes from
Cultural Spark

17. People buy sausage they KNOW tastes good
Which brings us to the big idea...

18. "Chicago loves Makowski's, whether they know it or not"

19. So let's show them!

20. 1. Leveraging existing relationships
3. Getting Real with Makowski's
2. Redesigning the website for an
aesthetic and appealing landing page
HOW?

21. Our research shows that people buy sausage they are familiar with
Showing off the Makowski products in the wild/around the city
in a documented video series would help leverage relationships
Leveraging Existing Relationships
1

22. This documentary series can be made
with each of her partners - building content overtime
This content can be shortened and cut and used on all social platforms

23. Telling the story starting at the end
Ex: "If you've ever had a Home Depot hot dog, you've had Makowski's"

24. Makowski's Real Sausage Co.
Getting Real with Makowski's

26. If youve had Duck In, you've had Makowski's
1.2K

27. Redesigning the website for an
aesthetic and appealing landing page
We will post the documentary episodes on the website, but not the
current website...
2

29. Promotional Sticker on the Package
QR code brings you to About Page
Upload your receipt to the website
and you get a promotional deal
Coupon/Informational sticker

30. Getting Real with Makowski's
3

31. Stephanie Izard Kevin Hickey

32. Implementation
Docuseries Getting Real
with Makowski's
Website
Hire
Videographer
Estimate Time:
Ongoing
Hire graphic/
UX designer
Estimate Time:
2 months
Intern &
Videographer
collaborate
Estimate Time:
Ongoing

34. Thank You!
Any Question?