Emerson College final project - Integrating the Marketing Materials

1. UTZ POTATO CHIPS
Integrated Marketing Communications Plan I 2012

2. WHY NOT LOVE UTZ
Christina Chung
Laura Cutone
Fabricio DiaSilva
Dejan Djordjevic

3. This campaign won’t beg the question why,
but instead show why not.

4. AGENDA
1. Situational Analysis
2. Target Market
3. Communications Budget
4. Marketing Objectives
5. Marketing Strategies
6. Evaluation
4

5. 1. Situational
Analysis
5

6. COMPANY In 1921, Bill Utz quit his full-time
job to perfect the potato chip.
Today, run by 3rd generation family members
and is the largest privately held snack
company in the country.
▪ found in Hanover, PA – 1921
▪ employ 2,200+ workers with
annual sales of $400+ million
▪ snacks include pretzels, popcorn
▪ environmentally friendly
6

7. COMPANY GOAL:
Manufacture and merchandise the best products
with commitment to customer satisfaction that is 2nd
to none 7

8. CUSTOMERS
Core audience identified as forty-
something, high income, married women
into Home & Celebrity News magazines
▪ age: 43
▪ hhi: 81.2K
▪ 78% women
customers
▪ 63% married dress like UTZ
8

9. COMPETITORS
A leader in the snack food market,
UTZ produces 1 million pounds of
potato chips a week
▪ Lay’s Potato Chips
▪ Cape Cod Potato Chips
▪ Wise Potato Chips
▪ Doritos
9

10. COLLABORATORS The unbroken line of UTZ’s
family management is key to
success and almost 90+ years
of continuous growth.
▪ manufactured at 4 Hanover, PA
facilities
▪ sold in grocery, convenience,
warehouse, and other food
retail stores
10

11. ▪ 33 distribution centers between
Maine & Georgia
▪ 800 salespeople and company
trucks deliver directly to stores
11

12. In April 2011, UTZ acquired Zappe
Endeavors which included Zappe's
plants in Louisiana, California and
Pennsylvania thereby making UTZ
a national snack food
manufacturer overnight.
12

13. CLIMATE
▪ by 2015, packaged snack sales
expected to reach $77 billion
▪ 85% of U.S. households eat
chips
▪ 81% prefer unadorned varieties
13

14. Current potato chip trends.
TRENDS The potato chip market grew
22% during the economic
downturn.
▪ lighter and crispier
▪ palette pleasing flavors like hot
and spicy or salty and sweet
▪ olive oil and terra chips
▪ macrosnacks
14

15. Food technicians using computer programs to
design crunchier chips
Researchers working on potatoes with less sugar
content since sugar produces brown spots on
chips.

16. 2.Target Market
16

17. Health-conscious women (30-50) with children
17

18. RESEARCH
▪ 85% women do family’s grocery
shopping
▪ spend avg $44.43 per grocery
trip
▪ more engaged in top online women with
purchase categories
children
18

19. SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Been in market for 90+ years with almost • Salty snack food industry highly
continuous growth competitive
• Commitment to quality and unbroken • Family-owned & operated may be
line of family management key to success preventing UTZ towards next level steps
• Potato chips command strong consumer • Lack of distributors in Midwest & West so
loyalty low brand awareness in those regions
OPPORTUNITIES THREATS
• Zappe Acquisition could provide new • Consumers moving toward healthier
distribution opportunities in West snack options like hummus, carrots
• R&D to modify existing recipes and • Constant media scrutiny regarding
create new health conscious potato chips and weight gain
products • Frito-Lays dominates the marketplace
• Increase online sales of products for potato chips

20. 3. Communications
Budget
20

21. OBJECTIVE US consumers spend trends.
Current potato chip
AND significantly more on potato
chips than US government
TASK
does on energy R&D.
METHOD
▪ not marketing many products
▪ relate dollar costs to focus on
few, specific objectives
▪ cannot compete with Lay’s
marketing dollars
21

22. WHY NOT GROW UTZ.
22

23. UTZ promises health conscious
women the benefit of knowing our
potato chips use the same
dedication to fresh ingredients
today as we have since 1921
23

24. 4. Marketing
Objectives
24

25. EXPAND
TO CENTRAL AND WESTERN PART OF US
CREATE
BRAND AWARENESS IN THOSE REGIONS
INCREASE
WEBSITE TRAFFIC AND ONLINE SALES
25

26. UTZ TODAY
EXPANDTO CENTRAL AND WESTERN PART OF US
▪ have UTZ distribution centers
continue moving westward
▪ Indianapolis & Houston
26

27. CREATE
BRAND AWARENESS IN THOSE REGIONS
▪ introduce, persuade, remind
▪ 3 fresh ingredients, since
1921
▪ continuous message
27

28. INCREASE
WEBSITE TRAFFIC AND ONLINE SALES
▪ utzsnacks.com/whynotutz
▪ microsite
▪ advertising will drive traffic
28

29. 5. Marketing
Strategies
29

30. Advertising
Media Sales Promotion
Public Relations Direct Response
E-Active Alternative
30

31. Advertising M S PR DR E AL
▪ widen reach designed around a
“Not UTZ” campaign
▪ campaign informs using emotional,
brand loyalty strategy
▪ promotion mix
31

32. A Media S PR DR E AL
▪ “Not UTZ” 4C FP campaigns in
national magazines
▪ geotargeting/psychographic
targeting
32

33. Sales
A M Promotion PR DR E AL
▪ sampling at youth soccer events
▪ UTZ promo team sponsors
event in designated cities
▪ samplings occur at same time,
telling mom’s about UTZ &
contest
33

34. Public
A M S Relations DR E AL
▪ UTZ creative pictures contest
▪ winners voted on
utzsnacks.com/whynotutz
▪ 1st, 2nd and 3rd place prizes
include a Modern Family and
Disney prize package
34

35. Direct
A M S PR Response E AL
Direct Mail
▪ consumers and businesses
constantly informed
▪ sending coupons, links, online
catalogue and “useful” articles
35

36. A M S PR DR E-Active AL
Banner Advertising Online
▪ reinforce message from print
ads: healthy snacks for families
▪ target our key market segment
(women w/children) in our top
Midwest & West cities
36

37. A M S PR DR E-Active AL
Banner Advertising Web Sites
http://www.parenting.com/
http://www.parents.com/
http://www.womansday.com/
http://www.bizziemommy.com
http://www.workitmom.com
http://www.cafemom.com/
http://www.workingmother.com
37

38. A M S PR DR E Alternative
Product Placement
▪ Mad Men (2008)
▪ increased brand awareness by
reaching 1.5 million live
viewers plus DVR & On Demand
38

39. A M S PR DR E Alternative
Product Placement
▪ Modern Family (2012)
▪ goal: Increase brand awareness
▪ advantages:
▪ wide reach
▪ low per viewer cost
39

40. Advertising
Media Sales Promotion
Public Relations Direct Response
E-Active Alternative
40

41. 6. Evaluation
41

42. EVALUATION
METHODS
▪ sales
▪ message evaluation
▪ brand tracker
▪ online evaluation metrics
▪ behavioral evaluations
42

43. Sales M BT OM BE
▪ measure online sales by
region
▪ compare sales numbers in
our target cities vs. the rest
of the Midwest and West
43

44. S Message Evaluation BT OM BE
Online Copytesting
▪ consumers assess the ad
▪ cost-effective
▪ immediate results
Results measure
▪ brand image and message
▪ persuasive power of the ad
▪ potential responses
▪ how memorable the ad and brand are
44

45. S M Brand Tracker OM BE
▪ two times per year
▪ consumers who represent
our target audience
▪ ask same questions each time
▪ results measure:
▪ perception of brand
▪ perception of message
▪ perception of Utz vs. competition
45

46. Online Evaluation
S M BT Metrics BE
Results measure
▪ website traffic
▪ visits via online banner
advertising
▪ participation in
online photo contest
46

47. S M BT OM Behavioral Evaluations
Sales & Response Rates
▪ calls to campaign-specific toll-free number
▪ website visits & email inquiries in response to
campaigns
▪ redemption rates for campaign coupons/special
offers
47

48. WHY NOT TRUST UTZ?
THE
END 48

49. Q? 49

50. UTZ POTATO CHIPS
Integrated Marketing Communications Plan I 2012