FLAVORS THAT WILL MAKE YOUR HEAD

SPIN 360°360° Challenge: Made by Mavis

Alex Janson December 8,2015 6:00 p.m.

Table of Contents

Background…………………………………………....................................

Methodology………………………………………………………………….

Recommendations (overview)…………………………………………….

Recommendation (prime prospect)…………………...........................

Recommendation (client)………………………………………………….

Recommendation (branding pyramid)………………………………….

Recommendation (trail)…………………………………………………….

Recommendation (building repeat)…………………...........................

Objectives, Goals, Strategies, and Measures (flow)…………………..

Objectives, Goals, Strategies, and Measures (table)…………………

About the Author …………………………………………………………….

Appendix.………………………………………………………………………

3

4

5

6

7

8

9

10

11

12

13

14

Background

3

Made by Mavis is a locally based company created Mavis Linnemann-Clark, Executive Chef/Owner

of not only Made By Mavis but also The Delish Dish which is a catering company. But Mavis’s love for

jellies and jams came to the point where she needed to share it with the world! The use of her

French copper pot to make her products has set her apart from her competition, because no other

company on the market uses such a unique style of cooking. This unique style of cooking and

Mavis’s extensive culinary background has also lead to a very unique and different creation of jams

and jellies that are now coming to the market. These exact things that make Mavis and her products

unique and different, also harm it; people are un-aware of her brand and delicious flavors! In return

Made by Mavis has seen a fairly weak support for the Jam of the Month club, due to people just

sticking with the plan ole ordinary flavors that a produced by the major companies. But a way Mavis

can increase sales and involvement in the Jam of the Month club, is to join forces with Rhinegeist

and create a new element to the Jam of the Month club and institute a beer of the Month club

along with it. Have beer lovers and jam lovers jamming out at Rhinegeist brewery!

Methodology

4

• Conducted secondary data research on the internal, external, and competitive environment of Made by Mavis

• Preformed an analysis on Competition, Technological, Natural Environment, Economy, Political and Legal, Society and Culture, Demographics, and target Customers.

• Observed over 55 articles from sources such as google finance, motley fool, advertising age, brand channel, fast company, social bakers, Gallup, Nielsen, Pew Research, BCG Perspectives, Forbes, and Time.

• Conducted a client experience survey with Mavis Linnemann-Clark, Executive Chef/Owner, Made By Mavis/The Delish Dish answering important questions about her brand Made by Mavis on November 19, 2015 at 11:00 a.m.

Recommendations: Overview

5

We recommend that (#1) Made by Mavis targets craft beer drinking millennials who shop

at Kroger, especially in Newport, where they tend to shop in the beer isle, where they truly

love shopping in. In addition, these customers prepare their own meals, like to cook and

learn about cooking, and enjoy preparing party snacks for their friends and family

In order to appeal to them, we recommend (#2) to focus on unique and experimental

flavors, as those are attributes that are important to them. In addition, it is important to

show them how Made by Mavis (#3), such as the Bourbon Barrel Stout Syrup can be

paired with Rhinegeist Pure Fury beer. Along with pairing these two, we suggest (#4) that it

would be wise that these two companies (Made by Mavis and Rhinegeist) pair together to

create a Beer of the Month and Jam of the Month organization/club to help build repeat

business and loyal clientele.

Recommendations: Prime Prospects

6

Our prime prospect would be a person would land in the age range of 18-34,which would make them a millennial. These people tend to be single, with some amount of college education and are at the beginning a professional career.52 Millennials tend to thrive on technology and having the personal brand connection all through their mobile devices.52 A rise in the love for craft beer has been a huge trend for this particular age group53 with 40% saying that craft beer tastes better than macro-brewery beer and with over 50% saying that they would order their favorite craft beer at a restaurant53; also being able to blog about it or post reviews on social media has become the norm.52 A huge jump in spending in this age group has also been an accepted practice, with millennials spending $1.3 trillion in direct annual

spending12

Bottom Line: Our prime prospect is a person who is college aged, and is entering

their career field, that enjoys technology and is willing to try and experience new

and different options along with their favorite craft beer.

Methodology: Information was obtained through secondary research on millennials, their technology usage, and their beer preferences

Recommendation: Client

7

Fun

Who is our Client: Mavis Linnemann-Clark, Executive Chef/Owner,

Made By Mavis/The Delish Dish

Bottom Line: Unique flavors define Made by Mavis, and producing commercial flavors isn’t the idea

Methodology: Conducted an experience survey with Mavis Linnemann-Clark, fonder/Chef of Made by Mavis on November 19, 2015 at 11:00 a.m., asking her about the Made by Mavis brand

Recommendation: Branding Pyramid

8

Target Market: Mid 30’s really

into food and entertaining,

likes to impress family and

friends with new flavors, and

also likes to support local

companies.

Purpose: To have a product that not

only screams great quality but also

locally produced

Positioning: Lovingly hand crafted,

made the old-fashioned way, and

small family owned company

Benefit: Family, Kentucky based

company that produces unique

flavored jellies with organic

spices

Reasons to Believe: Mavis

Linnemann-Clark, Unique

Jelly Flavors, Jam of the

Month Club

Tagline: That’s my Jam!

Brand Equity With Made by Mavis I’ve expanded my palate by experiencing new and unique flavors of jelly/jam

Brand Character • Unique and different flavors• Locally based in Kentucky• Made the old-fashioned way with

copper pots

Functional Experiential Emotional

• Bold and unique Flavors

• Kentucky Based family company

• Hand crafted jelly, jam, and sauces

• Experiencing new and unique jelly flavors

• Expanding my palate through experimentation

• Building trust and loyalty with a local company

• Diversity in flavors• Pride in

supporting a locally based company

• Excitement to taste new flavors

Methodology: Conducted secondary research by looking through Bluezzoon Instagram posts and by looking through Made by Mavis’s website in the products and about us sections of the website

Recommendation: Trial ◦ Have taste testing set up in Kroger’s around the tri state area

◦ Bring customer favorites such as Apple Jalapeno, Cherry Bomb

◦ Also make sure to have the Bourbon Barrel Beer Syrup available for tasting

◦ Give the customer information on the brand and product

◦ French copper pot cooking style

◦ All natural ingredients and spices

◦ Locally produced

◦ Have customers sign up for a complete tasting of all the Jams/Jellies/Syrups for a future

date at Rhinegeist

◦ Have Kroger Plus card members receive Fuel Rewards points for buying Kentucky

Proud Products

9Bottom Line: Having a loyal customer (Kroger Plus Card Member) get the opportunity to try Made by Mavis but also have the ability to sign up for a more in-depth tasting .

Recommendation: Building Repeats

10

Desired

Income

$200,000

Beer/Jam

of the

month Club

(12 Months)

$207

Units Sold 966.18

Jars Sold 36

Repeat

Customers

from

Newport

Kroger

26.83

How Beer/Jam of the Month Price was created

Given a Beer equals $7

Parties a year at Rhinegeist 6

Total Cost $42

12 month Jam of the Month cost $165

Total Cost of the Beer/Jam of the

Month Cost

$207

• Have consumers receive a “free” beer at every party

• Beer costs are placed into the price of the club

• Allows for people to learn new ways on how to pair their

favorite jams and jellies from other members

• Allows for members to get to know Mavis on a personal level

• Joining the Beer/Jam of the Month club, members will

receive:

• Exclusive recipes

• Holiday discounts

• Ability to build a basket that they can gift

• News from both Rhinegeist and Made by

Mavis

Bottom Line: The idea is to not only have members

come and expand their knowledge about Made by

Mavis, but to also share what they have learned with

their friends and families

Objectives, Goals, Strategies, and Measures: Flow

11

Institute branding pyramid and fundamentals

December 2015

Institute the new club: Beer/Jam of the Month Club

January 2016Measure customer involvement with the club (N >26)

May-June 2016

Rhinegeist creates a beer that Mavis uses to create a new jelly, jam, or syrup

June 2016

Measure success of the new product by looking at online sales

November 2016

Rhinegeist beer experts pair the all the beers they have with the jams/jellies/syrups

August 2016

Measure customer turn out to parties. Also customer surveys, asking how they like the pairingsNovember-December 2016

Objectives, Goals, Strategies, and Measures: Table

12

Brand Purpose: Enabling Connections—Forging connections-between a brand’s customers, between customers and their community, and even

between different communities around the world-it’s important

Brand Benefit: Family, Kentucky based company that produces unique flavored jellies with organic spices

Brand Equity: With Made by Mavis I’ve expanded my palate by experiencing new and unique flavors of jelly/jam

Objectives: Target millennials to purchase

craft beer and love to experiment with new

and unique flavors

Strategies:

Where to Play

• Target: Millennials (21-26) to purchase and

love craft beer

• Place: Highland Heights, KY

How to Win:

• Pair with Rhinegeist brewery

• Educate customers about the product

• Be more than just a brand, have

relationships with the customers

Measures:

• Online sales

• Customers involved with the Clubs

• How many people come out to the parties

at Rhinegeist

• Social Media

• Emailing list growth

• Twitter/Facebook growth

• Customer surveys

• Know what your clients want

Goals: 2016-2017

• Have a revenue of $200,000

• Have at least 26 repeat customers involved

with Beer/Jam of the month Club

• Partner with Rhinegeist Brewery

• Use a Rhinegeist beer in a recipe

• Rhinegeist beer experts pair the all

the beers they have with the

jams/jellies/syrups

About the Author

13

Alex Janson

Student of Marketing

Haile/US Bank College of Business, Northern Kentucky University

jansona2@nku.edu 513-746-6866 https://www.linkedin.com/in/alexjanson

“Passionate about building relationships and continuing to grow into a marketing

position in the business world. Also being able to travel and staying active in and

around the community is extremely important to me”

Appendix

14

Table 1: Experience Survey………………………………...

Table 2: Competitive Analysis……………………………..

Table 3: Super-Brand Analysis……………………………..

Table 4: Generation Analysis………………………………

Table 5: Target Segment Analysis…………………………

Table 6: Target Marketing Analysis………………………..

Figure 1: Perceptual Map…………………………………..

Table 7: Marketing Mix Analysis……………………………

Table 8a: SWOT Analysis—Internal………………………..

Table 8b: SWOT Analysis—External………………………..

Figure 2: Indirect Observations………………………........

Table 9: Direct Observations (data)……………………...

Figure 3: Direct Observations (graph)……………………

Figure 4: Sample Survey (graph)………………………….

Table 10: Branding Fundamentals………………………..

Reference List…………………………………………………

Brief……………………………………………………………..

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

Table 1: Experience Survey

15

How many jars do you need to sell to get on the

shelves at Kroger and by what date?

We just need to prove to Kroger that we can sell jars

and sustain consistent sales

Will there ever be an “original” style jelly/jam? No, because the unique flavors set us apart.

Everyone does the “original” flavors

What’s the thought process that goes into choosing

a new flavor?

A lot of trial and error

Is there any new flavors coming to the market? No, actually we are thinking about cutting back

When people see your logo in 2025, what do you

want people to think?

We want people to feel welcome

How many people are apart of the “Jam of the

Month” club?

It started last year, we have 4 people signed up

How long has your product been in Kroger? We have only been inside Kroger for 4 weeks

In your mind, what is your typical customer? Mid 30’s, really into food and entertaining, and they

like to impress their friends and family

How was Made by Mavis created? It was created from the my other company, Delish

Dish

What is your biggest challenge? Getting into the nation-wide grocery store chains

How many flavors are there? 14 flavors

If you could use your brand to fix one problem what

would it be?

Hunger

Bottom Line: To create a product that though is unique and different it makes people feel welcome and good

Methodology: Information was obtained during a hour long interview with Mavis Linneman-Clark on November 19, 2015

Table 2: Competitive Analysis

16

Smuckers

Strengths Product: • Fruit spreads, blended fruit pouches,

peanut butter, ice cream toppings, uncrustables sandwiches, syrups1

• Sugar-free and reduced sugar options1

Brand:• Sells items such as Folgers and Jif2

• Caters to retailers and foodservice companies domestically and internationally2

Company:• GM= 6.05%3

• ROI= 7.01%3

• Looks to add 400 jobs in a 20 year plan3

Price:• High price=high quality• Upper class Promotion:• “with a name like Smuckers it has to be

good”1

• Smuckers App—helps discover new recipes and pairings1

Place:• Grocery Stores• Online1

Weaknesses Product: • Food Allergies • Limited Flavor Options Brand:• Year to date, revenue and free cash

flow declined 4% and 18% respectively2

• Registered in Quarter 1 (2014) a 3% of stockholder equity2

Company:• High stock price compared to the

market ($35 higher than the nearest stock price)3

• Competitive market, with easy entry3

Price:• High price1

• High Stock price ($120-12/2/15)3

Promotion:• Limited media promotionPlace:• Competition is on the shelf as well • Limited options in the stores

Bottom Line Strong community ties that make family meals more memorable

Kroger Private Selection

Strengths Product:• Kroger Brand5

• Unique flavors5

Brand:• Strong company backing • Nation-wide exposure Company:• Kroger• Nation widePrice: • Kroger plus card savings • Reasonably priced for budgets Place:• Kroger

Weaknesses Product:• Unknown jelly brand5

• People tend to stick with known companies

Brand:• Little brand recognition• Limited flavors5

Company:• Not world wide locationPrice:• Cheap • Low value Promotion:• Poor social media following • No TV commercial adsPlace:• Larger companies have more

products on the shelf

Bottom Line A jam and spreads produced at a quality level that allows for people to save their hard earned money and group their Kroger fuel points

Hero

Strengths Product:• Gold standard of Gourmet fruit

spreads4

• 100% Natural4

• Swiss4

Brand:• Kosher by Orthodox Union4

• Family owned4

Company:• Has been in business for 120 years4

• World wide company (food service and retail)4

Price: • $4-$5 a jar Place:• Grocery Stores• Online4

Weaknesses Product:• Little brand recognition• Foreign product4

Brand:• Only 3 flavors of fruit spreads4

• No preservatives4

Company:• 19 total confections • Un-heard of foreign brandsPrice:• Viewed as the foreign low priced

brand Promotion:• No TV commercials • Little brand recognition Place:• U.S. competition on shelf

Bottom Line Made the old Swiss ways to produce products that give a taste of the world

The Beer Syrup Company

Strengths Product:• Non-alcoholic beer syrups6

• Variety of uses6

Brand:• Newly founded (2014) and growing6

• Food and drink uses6

Company:• Experimental• Making beer apart of life6

Price:• High quality Promotion:• Newsletter6

• Blog6

Place:• Online

Weaknesses Product: • Craft beer flavor6

• Limited product line6

Brand:• Only 3 flavors6

• Small Brand recognition Company:• Limited Market • Limited product line6

Price:• High price ($17.99/Bottle)6

Promotion:No future events in place6

Place:Online

Bottom Line Making beer more than just a beverage, but something that can be worked into food for a fuller flavor

Welch’s

Strengths Product:• Original, Natural, Reduced Sugar, and

Farmer’s Picks options7

• 100% American grown prodcuts7

Brand:• Large selection of products7

• 100% natural7

Company:• 1,000 plus farmer owner National Grape

Cooperative8

• Sells products world-wide8

Price:• Middle of the road pricing Promotion:• Press release7

• Social Media active7

Place:• Grocery Stores

Weaknesses Product:• Limited jam options7

• Basic flavors7

Brand:• More known for their juices than jams Company:• Welch’s fruit snacks are ‘no more

healthful than candy’9

Price:• Displays that its not hand-madePromotion:• Focuses on the beverages Place:• Competition is present

Bottom Line Keeping it American Made and spreading that American Love world-wide

Methodology: Conducted secondary data research to identify Chipotle and their competition’s major strengths and weaknesses obtained from a number of articles from sources such as , google finance, motley fool, and each of the companies home website.

Table 3: Super-Brand Analysis

17

Chipotle

Strengths Company:• Gross Margin= 10.84%10

• Return on Investment=13.11%10

Brand:• 1,772 stores word wide10

• Catering Service15

Promotion:• 713,899 Followers on

Twitter14

• 517,632 Google+ followers14

• 27,834,162 YouTube views14

• 2,779,937 Facebook fans14

Product:• All natural ingredients 15

• High Quality ingredients8

Weaknesses Company:• Small restaurant space-

2,550 sq.ft11

Promotion: • No TV commercials12

Brand:• Limited delivery market13

• No wifi16

Product:• Limited Menu choices10

• Do not sell food in bulk 15

Bottom Line Using high quality all natural ingredients to produce a high quality product which in return can provide a strong GM and ROI even though market is limited.

Whole Foods

Strengths Company:• Gross Margin=

4.08% 17

• Return on Investment=4.37% 17

Product:• Natural and

organic foods grocer 17

Brand:• Specialty brand:

Whole Foods 365 and 365 Organic 17

• Rewards System 19

Promotion:• New TV ad

campaign ($15-$20 Million) 21

• 1,830,155 Fans on Facebook 22

• 4,773,132 Followers on Twitter 22

• 11,899,648 YouTube views 22

Weaknesses Company:• 362 stores world-

wide 17

• Will cut 1,500 jobs (1.6%) 18

• Same store sales has fallen 6% in the past 3 years 18

Product:• 3 out of 4

conventional grocery stores carry organic goods 19

• Selling non-existent products in stores-“asparagus water”20

Brand:• Nicknamed

“whole paycheck” 20

Promotion:• 262,224 followers

on google+ 22

Bottom Line Providing consumers with only the healthiest and most natural organic groceries making the product delicious and healthy

Starbucks

Strengths Company:• Gross

Margin=12.57% 23

• Return on Investment= 15.47% 23

• Locations are world-wide 23

• Full year revenue to between 16%-18% 24

Brand:• Mobile

payment and ordering app 25

• 15% of sales were through the app 25

• Free Wi-Fi 27

Promotion:• 35,988,261 fans

on Facebook 28

• 10,465,496, Followers on Twitter 28

• 4,309,098 google+ followers 28

• 30,451,404 YouTube views 28

Weaknesses Brand:• Mobile

ordering is in limited locations 25

• Delivery only available to loyalty-program members only 25

Product:• Minimalist

holiday cup design 26

Promotion:• Little social

impact content 27

Bottom Line Creating a full body product that not only builds customer loyalty but also customer relationships through creative flavors.

Panera

Strengths Company:• Gross Margin=

7.08% 29

• Return on Investment= 7.95% 29

• In the top 10 of limited service restaurant 30

• $4.5 billion in sales (2014) 30

Brand:• Free Wi-Fi 30

• Plans to transition to cage free eggs in the year 2020 32

Product:• 85%-90% of the

ingredients are all-natural 31

Promotion:• 2,787,102 fans

on Facebook 34

• 4,835,834 YouTube views 34

Weaknesses Company:• 1,880

franchises in 45 states 29

Product:• High ingredient

costs 31

Promotion:• TV campaign

cost $25 million (21% increase from previous year) 31

• 393,307 Twitter followers 34

• Doesn’t have a google+ account 34

Brand:• Enthusiasm for

food security in the more affluent areas 33

• “Pay-what-you-can” option for a single item 33

Bottom Line Providing a high class product that is not onlyfresh but wholesome and is served as a causal topping

Hain Celestial

Strengths Company:• Gross Margin=

6.21% 35

• Return on Investment= 6.82% 32

Place:• Locations are

world-wide 35

Brand:• Distributes and

sells organic and natural products 35

Product:• All natural

energy supplements (enerji) 37

Weaknesses Brand:• Sells niche

products 35

Company:• Recent 15%

decrease in shares 36

Promotion:• Celestial

seasonings has 360,447 Facebook fans 38

• Doesn’t has a presence on Twitter, google+, or YouTube 38

Bottom Line Providing consumers with the proper ingredients to not only have a great tasting meal, but also a meal that reflects a healthy lifestyle

Samuel Adams

Strengths Gross Margin=9.97% 39

Return on Investment=11.90% 39

Sold 4.1 Billion barrels of product 39

Sells 60 different beers (Samuel Adams) 39

Sells 11 different malt beverages (Twisted Tea) 39

Sells 10 different hard ciders (Angry Orchard) 39

Sell 20 different beers (four other breweries) 39

$293.1 million Revenue (2015) 40

Enhanced their beer can (“Sam Can”) 41

America’s largest craft brewer 43

1,037,118 Facebook fans 44

2,291,928 YouTube views 44

Weaknesses A slowing pace of the cider category 40

5% down of shares in craft breweries 40

Spent $1 million on perfecting the “Sam Can” 41

No budget for TV/ radio ad for “Sam Can” 41

Budweiser and the Uber teaming up to provide rides on New year’s eve to those in Boston 42

76,062 Twitter followers 44

No google+ 44

Bottom Line Providing full flavors that not only can be enjoyed seasonally but also flavors that can be enjoyed all year round

Amazon.com

Strengths E-Commerce company 45

Deals in sales worldwide 45

Manufactures and sells electronic devices 45

Kindle fire 46

World’s largest online retailer 47

Creation of a live online pay-tv service 47

Brick-and-mortar bookstore 48

Grocery delivery 49

26,287,495 fans on Facebook 50

Weaknesses Gross Margin= -0.26% 45

Return on Investment= -0.27% 45

Fire phone and Amazon register 46

Grocery delivery is only in limited locations 49

No Twitter or YouTube 50

Bottom Line Helping the consumer to become the expert andhaving them be able to pick out the very best at a reasonable price.

Methodology: Conducted secondary data research to identify Chipotle and their competition’s major strengths and weaknesses obtained from a number of articles from sources such as , google finance, motley fool, advertising age, brand channel, fast company, and social bakers

Table 4: Generation Analysis

18

Silent Generation

Demographics54 Population size: 26.8 MillionAge: 69-84Family Status: Married/Children/GrandchildrenJob: Retired/ VeteranEducation: High schoolIncome: $40,378Location: U.S.Ethnicity: White (78%)Nationality: American

Psychographics59 Interests: Military, pension plansValues: religion, family, marriageTraits: Non-tech savvy, hardworking, limited risk taking

Behavioral59 Consumer behavior: very limited internet interaction, takes advice from experts, saving money type of lifestyleEntertainment: TV, radio

Bottom Line The oldest generation in population and is driven more by family, a slower lifestyle pace, and simplicity.

Baby Boomers

Demographics Demographics 54

Population size: 77 Million 58

Age: 50-69 Family status: Married with childrenJob: experienced/ late professionalEducation: college/ MBA/ Dr.Income: $65,843 Location: U.S.Nationality: American

Psychographics52 Interests: have a long history with the brand, heritage, existence, reward loyalty with discountsValues: brand stands behind its products, resolve conflicts sufficientlyTraits; authentic, clever, humorous, witty, religious

Behavioral Consumer behavior: very little social media activity, 33% go on social media to “like” a brand, more influenced by experts 52

Brands: Levi’s, Harley, Volkswagen, Slinky, Pepsi 58

Celebrities: The Beatles 58

Entertainment: Saturday Night Live 58

Social Media: Facebook58

Bottom Line A generation that has purchase decisions based more on expert opinion rather than social media. They also stand for products that have a purpose to them and reflect their beliefs

Generation X

Demographics55 Population size: 65 millionAge: 34-49Family Status: Married with young childrenEducation: CollegeIncome: $73,200 54

Location: U.S.Ethnicity: White (61%)Nationality: American

Psychographics56 Interests: Realistic events, cars housing projects, family, relatable events, couponsValues: knowing what you want, milestones, family, saving timeTraits: real-world problem solving, calm, driven

Behavioral57 Consumer behavior: family products (baby foods, carbonated beverages, cereal, detergents, hair care), coupon shopping, online price checkingBrands: Staples, Kroger, PampersSocial media; Facebook, Myspace, email (more than 80%)

Bottom Line A real world problem solving generation that has realistic goals set and are driven by family

Millennials

Demographics Population size: 78 million 52

Age: 18-34 52

Family Status: single 52

Job: Early professional 52

Education: College 52

Income: $63,003 54

Location: U.S. 52

Nationality: American 52

Psychographics Interests: Technology, personal connection to brands, mobile devices52, craft beer 53

Values: Reciprocity principle, “status currency”, brand loyalty 52

Traits: Pop culture, more driven by family/friend reviews, opinion sharing on social media, risk taking 52

Behavioral Consumer behavior: spent $1.3 trillion in direct annual spending, brand availability must be 24/7, 67% use smart phones to access the internet, 52% use mobile devices to note they “like” a brand, trusting in family/friends for reviews rather than experts12, over 40% say craft beer tastes better than beer, when ordering at a restaurant over 50% order their favorite craft beer, brand loyal to their craft beer, love variety and experimentation. 53

Brands: Apple, Nike 52

Celebrities: Will Ferrell, Kevin Hart Social Media: Facebook, Twitter, Instagram, LinkedIn 52

Bottom Line The largest population and also the largest spenders, whose decisions are driven by brandloyalty and also social media reviews.

Generation Z

Demographics51 Population size: 72 millionAge: 2-19Family Status: singleJob: unemployed Education: High schoolLocation U.S.Ethnicity: white (55%)Nationality: American

Psychographics51 Interests: Technology, quick problem solving, global interactionValues: interdependence, entrepreneurialism, self-directions, spirit of ingenuity, customer serviceTraits: open-minded, adaptable

Behavioral51 Consumer behavior: live online, sharing beliefs/details of their lives/products across dozens of platforms dictating likes/dislikesBrands: Free people, apple, NikeSocial Media: Twitter, Instagram, Tinder

Bottom Line One of the largest populations, that connects with social media to problem solve and to become more interdependent

Methodology: Conducted secondary data research to identify the demographics, psychographics, and behavioral traits of each generation by looking through a number of articles obtained from Gallup, Nielsen, Pew Research, BCG Perspectives, advertising age, and Forbes.

Table 5: Target Segments Analysis

19

General—Millennials

Demographics Population size: 78 million 52

Age: 18-34 52

Family Status: single 52

Job: Early professional 52

Education: College 52

Income: $63,003 14

Location: U.S. 52

Nationality: American 52

Psychographics Interests: Technology, personal connection to brands, mobile devices52, craft

beer 53

Values: Reciprocity principle, “status currency”, brand loyalty 52

Traits: Pop culture, more driven by family/friend reviews, opinion sharing on

social media, risk taking 52

Behavioral Consumer behavior: spent $1.3 trillion in direct annual spending, brand

availability must be 24/7, 67% use smart phones to access the internet, 52%

use mobile devices to note they “like” a brand, trusting in family/friends for

reviews rather than experts52, over 40% say craft beer tastes better than beer,

when ordering at a restaurant over 50% order their favorite craft beer, brand

loyal to their craft beer, love variety and experimentation. 53

Brands: Apple, Nike 52

Celebrities: Will Ferrell, Kevin Hart

Social Media: Facebook, Twitter, Instagram, LinkedIn 52

Bottom Line The largest population and also the largest spenders, whose decisions are

driven by brand loyalty and also social media reviews.

Strategic—College Students

Demographics52 Size: 20 Million

Age: 21-30

Family Status: Single

Job: Early Professional

Education: College

Location: U.S.

Psychographics Interests: Technology, craft beer53, personal connections to brands

Values: Brand Loyalty

Traits: Experimentation, risk taking, adventurous53

Behavioral52 Consumer Behavior: 67% use smart phones to access the internet, 52% use

mobile devices to note they “like” a brand

Brands: Apple, Nike, Chipotle

Social Media: Facebook, Twitter, Instagram, LinkedIn

Bottom Line A young generation that is absorbed into their mobile devices and is

always seeking for the best and newest.

Prime—Local Craft Beer Millennial Drinkers

Demographics Size: 15,738

Age:21-26

Family Status: Single

Job: Early professional

Education: Northern Kentucky University

Location: Highland Heights, KY

Psychographics Interests: Technology, Craft Beer, NKU

Values: Brand loyalty

Traits: Experimentation, adventurous, risk taking

Behavioral Over 40% say craft beer tastes better than macro-brewery beer, when

ordering at a restaurant over 50% order their favorite craft beer, extremely

brand loyal to their craft beers, love variety and experimentation

Bottom Line A experimental group of young professionals that crave the unique

experience of building loyalty through taste

Methodology: Conducted secondary data research to identify the demographics, psychographics, and behavioral traits of each generation by looking through a number of articles obtained from Gallup, Nielsen, Pew Research, BCG Perspectives, advertising age, and Forbes.

Table 6: Target Marketing Analysis

20

Key Competitive

Advantages

Key Target Customer

Characteristics

1. Made with a French

Copper Pot

1. Mid 20’s—Early

30’s, College

Students

2. Unique and Different

Flavors

2. Young Professionals

3. Created by a master

Chef

3. Experimental/

Adventurous

4. Uses organic

ingredients

4. Brand loyal

5. Locally Based 5. Family/ Friends

oriented

Brand Character Unique, Local,

Made the old

fashion way

Value Proposition “That’s my Jam!”

Positioning

Benefits

1. Unique and

Different Flavors

2. Locally Based

Figure 1: Perceptual Map

21

Made with

a French

Copper Pot

10

101

1 Generic Cooking Process

Unique and

different flavors Generic

Flavors

Table 7: Marketing Mix Analysis

22

Brand/Product: Handmade jams, jellies, chutneys, and sauces

Brand Character: Unique, Local, handmade

Positioning Benefits: Lovingly hand crafted, made the old-fashioned way, and small family owned company

Value Proposition: That’s my Jam!

Product: • Made in a French copper Jam pot• Locally produced in Kentucky • Made with the finest ingredients and organic

spices

• Unique gourmet flavors

Promotion:• Social Media (Instagram, Twitter, Facebook)• Kroger • Website

Place:• Kroger (Kentucky Proud Shelf)• Whole Foods• Online

Price:• $7.99-$9.99 for Jams/Jellies/Chutneys/Sacues• $165—12 month Jam of the Month Club• $89.95—6 month Jam of the Month Club

Table 8a: SWOT—Internal

23

Strengths Weakness

Client:60

• Classically trained• Master Chef• Traveled the world cooking• Knowledgeable Company:60

• Locally based • Catering capabilities • Unique Brand:60

• Local• Artisan product • New and growingProduct:60

• Made with French copper jam pot• Made with local produce and spices• Unique and different flavors Price:• Upper to middle classPromotion:60

• Jam of the Month Club• Social media Place:60

• Kroger• Online

Client:• Little business experience• Limited budget • Limited marketing knowledge Company:• Niche clientele • Limited range of clients (local)• Limited funds Brand:• New• Small brand loyalty • No brand recognition with consumer Product • Unknown/ exoctic flavors• Relying on local produce• Limited production ability Price:• Not a necessity product Promotion:• Expensive to join the club• Limited following base on social media Place:• Limited shelf-space

Bottom Line: A locally sourced product that not only tastes great but has a unique cooking style that no one else on the market does, and Mavis produces unique and different flavors

Bottom Line: Limited knowledge about the company and the niche market are 2 of the major weaknesses that effect Made by Mavis.

Methodology: Information was obtained via Made by Mavis website, an interview with Mavis herself, and direct observations at Newport Kroger, to determine their strengths and weaknesses.

Table 8b: SWOT—External

24

Opportunities Threats

Suppliers:• Increase client work with food companies/universities

with catering • Work more with local farmersDistributors:• Expand to more distribution companies to get products

on more grocery store shelfsRetailers:• Expand kitchen space• Have a brick-and-mortar storeTarget Customer:• Large spenders ($1.3 trillion in direct annual spending12)Demographic, Societal, Cultural factors• Create new seasonal flavorsCompetition:• All competition produces is generic flavors Technological • Rewards program Natural Environment • Co-brand with local breweries (Rhinegeist)

Suppliers:• Increase prices on produce and spices Retailers • Shelf cost at grocery stores increases Target Customer• Financial changes in their lifestyleCompetition:• New local competition (The Beer Syrup Company)• Commercial competition (Welch’s, Smuckers, Kroger

Private Selection, Hero) mimics Made by Mavis flavors Economy:• Financial lapsePolitical and Legal • Government regulation changes Natural Environment • Natural disasters • War and terrorist attack

Bottom Line: With what is at the hands of Made by Mavis, is that they have a group of individuals that loves to spend money and loves to experiment53

Bottom Line: Competition catching on and reproducing Made by Mavis flavors is a major threat, because they have the ability to go nation wide, as Made by Mavis is a local product.

Methodology: Information was obtained via Made by Mavis website, an interview with Mavis herself, and direct observations at Newport Kroger, to determine their opportunities and threats.

Figure 2: Indirect Observations

25

Where is Mavis?!

Observation:

#360atNKU by

#480jedis has started.

Took me roughly the 11

minutes to find

#MadeByMavis

product. It would be

found a lot easier if it

was placed among

other jelly and jam

spreadsThoughts on Mavis:

That the spread was in

a horrible location. It

was almost implied to

me, that it’s a topping

for an ice cream Bottom line: Made by Mavis is a unique and different spread that is bringing entirely new spin to the jelly/jam market

Methodology: Product was found at Newport Kroger on 11/17 around 9:00 p.m. It took me roughly 11 minutes to find Made by Mavis product

Where I found the Made by Mavis product in Kroger

This is where I believe the Made by Mavis products should be

Table 9: Direct Observations (data)

26

Men

Millennial (1)

Non-Millennial (0)

Buys Craft

Beer (1)

Buys

Macro-

brewery Beer (0)

Shopped

Around

for Beer

(1) Knew

what they

already

wanted to buy (0)

Casual

Dress (1)

Business Attire (0)

Shopping

Cart (1)

No Cart (0)

1 1 0 0 1 0 Millennial 60%

2 0 0 1 0 0 Non-millennial 40%

3 1 0 0 1 0 Buys Craft Beer 30%

4 0 0 0 0 0Buys Macro-Brew 70%

5 1 1 1 1 0 Shopped Around 40%

6 0 1 1 0 0Knew what they want 60%

7 1 1 0 0 1 Casusal 60%

8 1 0 0 1 1 Business attire 40%

9 0 0 1 1 0 Shopping Cart 30%

10 1 0 0 1 1 No Cart 70%

Women

Millennial (1)

Non-Millennial (0)

Buys Craft

Beer (1)

Buys

Macro-

brewery Beer (0)

Shopped

Around

for Beer

(1) Knew

what they

already

wanted to buy (0)

Casual

Dress (1)

Business Attire (0)

Shopping

Cart (1)

No Cart (0)

1 1 0 0 1 1Millennial 70%

2 0 0 0 1 1Non-millennial 30%

3 1 0 0 1 1Buys Craft Beer 20%

4 1 0 0 1 1Buys Macro-Brew 80%

5 1 1 0 0 0Shopped Around 30%

6 0 0 1 1 1Knew what they want 70%

7 1 1 0 1 1Casusal 80%

8 0 0 1 1 1Business attire 20%

9 1 0 0 0 0Shopping Cart 80%

10 1 0 1 1 1No Cart 20%

Bottom Line: When comparing the data, I preferred to have 2 separate graphs that captured

specifically what men and women were shopping for when it came to beer. Creating these 2

different graphs allowed me to understand each gender’s preference when it came to beer

choices.

Methodology: The data was collected via observation at the Newport Kroger on December 4, 2015 from 5:00 p.m.—7:00 p.m. The data set looked primarily at if the consumer was a millennial, their beer selection, their knowledge of what they wanted, their attire, and if they had a shopping cart.

Figure 3: Direct Observations (graph)

60%

40%

60%

40%

30%

70%

20%

70%

80%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Millennial Age Range

Bought Craft Beer

Knew what Beer they were shopping for

Casual Attire

Had a Shopping Cart

Women Men

27

What shops in the Kroger Beer Isle?

N=10

N=10

Bottom Line: The data set (n=20) proves that men tend to buy more craft beer (40%) than women and also tend to be shopping more just beer, with only small amount have a shopping cart (30%).

Methodology: The data was collected via observation at the Newport Kroger on December 4, 2015 from 5:00 p.m.—7:00 p.m. The data set looked primarily at if the consumer was a millennial, their beer selection, their knowledge of what they wanted, their attire, and if they had a shopping cart.

Figure 4: Sample Survey (graph)

21% 21.70%

6.40%

20.90%

33.60%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Shops at Kroger at least

2-3 times a week

Often purchases beer

when shopping

Drinks Rhinegiest beer

several times a year

Somewhat likely to try

the Bourbon Barrel

Stout Syrup

Likes very much to

attend parties

28

What makes up a Millennial?!

Methodology: The data represented was compiled through a computer-assisted sample survey of Millennials living in Greater Cincinnati and Tri-State (Ohio, Kentucky, and Indiana) area (N = 471) during November 24 and December 2, 2015. In the survey, respondents were asked a series of categorical and metric questions measuring variety of demographic, psychographic, and behavioral variables related to food consumption

Bottom Line: Millennials tend to be those who shop at Kroger roughly 2-3 times a week, and tend to purchase beer on their shopping trips. They don’t tend to drink Rhinegeist beer, but that could be due to lack brand awareness, so the pairing with Made by Mavis Stout, which over 20% said they would try, would help increase the number of Rhinegeist beer drinkers, and to top it off, millennials tend to like to attend parties

N=471

Table 10: Branding Fundamentals

29

Brand Purpose: To have a product that not only screams great quality but also locally produced

Target Customer: Mid 30’s really into food and entertaining, likes to impress family and friends with new flavors, and also likes to support local companies.

Brand Performance Equities:

Functional: Bold and unique

Flavors, Kentucky Based family company, Hand crafted jelly, jam, and sauces

Experiential: Experiencing new

and unique jelly flavors, Expanding my palate through experimentation, Building trust and loyalty with a local company

Emotional: Diversity in flavors, Pride

in supporting a locally based company, Excitement to taste new flavors

Brand Benefit: Family, Kentucky based company that produces unique flavored jellies with organic spices

Reasons to Believe: Mavis Linnemann-Clark, Unique Jelly Flavors, Jam of the Month Club

Brand Positioning: Lovingly hand crafted, made the old-fashioned way, and small family owned company

Brand Equity: With Made by Mavis I’ve expanded my palate by experiencing new and unique flavors of jelly/jam

Brand Character: Unique, Local, Made the old fashion way

Tagline: That’s my Jam!

Reference List

30

1. Smuckers. (2015). Smuckers products. Smuckers. retrieved from https://www.smuckers.com

2. Bias, William. (2014). J.M. smucker, kraft, and mondelez: 3 food companies to watch. motley fool. retrieved from https://www.fool.com

3. Google finance. (2015). smuckers. Google finance. retrieved from https://www.googlefinance.com

4. Hero. (2015). specialty food. Hero. retrieved from https://www.euro-americanbrands.com

5. Private selection. (2015). products. kroger. retrieved from https://www.privateselection.com

6. The beer syrup company. (2015). about. The beer syrup company. retrieved from https://www.thebeersyrupcompany.com

7. Welch’s. (2015). Jams, jellies, and spreads. Welch’s. retrieved from https://www.welchs.com

8. Google finance. (2015). Welch’s. google finance. retrieved from https://www.googlefinance.com

9. Watson, Elaine. (2015). Welch’s fruit snacks are ‘no more healthful than candy’ say false advertising lawsuit. food navigator. retrieved from https://www.foodnavigator.com

10. Google finance. (2015). Chipotle mexican grill. Google finance. Retrieved from http://www.googlefinance.com.

11. Bowman, J. (2015). Why chipotle mexican grill inc’s highflying growth days are probably over. Motley Fool. Retrieved from http://www.fool.com.

12. Wohl, J. (2015). Chipotle deliberately spends less on marketing to afford higher quality ingredients. Advertising age. Retrieved from http://www.adage.com.

13. Titlow, J. (2015). Chipotle now has delivery. Fast company. Retrieved from http://www.fastcompany.com.

14. Social bakers. (2015). Chipotle. Social bakers. Retrieved from http://www.socialbakers.com.

15. Chipotle mexican grill. (2015). Talk to us. Chipotle mexican grill. Retrieved from http://www.chipotle.com.

16. Chipotle official twitter (verified). (2011.) Does chipotle have wi-fi?. Twitter. Retrieved from http://www.twitter.com.

17. Google finance. (2015). Whole foods. Google finance. Retrieved from http://www.googlefinance.com.

18. ICRA online. (2015). Whole foods market inc cut employees, now what?. Motley Fool. Retrieved from http://www.fool.com.

19. MacVey, M. (2014). Whole food rolls out first national advertising campaign. Advertising age. Retrieved from http://www.adage.com.

20. Buss, D. (2015). Whole foods pressured by kroger’s hemisfares and discerning shoppers. Brand channel. Retrieved from http://www.brandchannel.com.

21. Dobrow, J. (2014). The un-marketing and re-marketing of whole foods. Fast company. Retrieved from http://www.fastcoexist.com.

22. Social bakers. (2015). Whole foods. Social bakers. Retrieved from http://www.socialbakers.com.

23. Google finance. (2015). Starbucks. Google finance. Retrieved from http://www.googlefinance.com.

24. Hall, J. (2015). Will china’s slowin economy affect starbucks corporation this quarter?. Motley fool. Retrieved from http://www.fool.com.

25. Morrison, M. (2014). Now that starbucks iced pumpkin spiced latte will come to you. Advertising age. Retrieved from http://www.advertisingage.com.

26. Brady, S. (2015). Brand news: starbucks red cups, yahoo, tag heuer and more. Brand channel. Retrieved from http://www.brandchannel.com.

27. Titlow, J. (2014). The next hot media startup is starbucks?. Fast company. Retrieved from http://www.fastcompany.com.

28. Social bakers. (2015). Starbucks. Social bakers. Retrieved from http://www.socialbakers.com.

29. Google finance. (2015). Panera. Google finance. Retrieved from http://www.googlefinance.com.

30. Duprey, R. (2015). Here’s how Panera bread became the biggest fast causal chain. Motley fool. Retrieved from http://www.fool.com.

31. Fishman, C. (2015). Panera promotes transparency with new marketing campaign. Advertising age. Retrieved from http://www.adage.com.

32. Buss, D. (2015). Brand news: Nissan + ncaa, John Lewis, exxon mobil and more. Brand Channel. Retrieved from http://www.brandchannel.com.

33. Schwartz, A. (2013). Panera’s ambitous pay-what-you-can plan hasn’t worked as well as anticipated. Fast Company. Retrieved from http://www.fastcompany.com.

34. Social bakers (2015). Panera. Social bakers. Retrieved from http://www.socialbakers.com.

35. Google finance. (2015). Hain celestial. Google finance. Retrieved from http://www.googlefinance.com.

36. Hall, J. (2015). Hain celestial group stock fell 10% in august; here’s why. Motley fool. Retrieved from http://www.fool.com.

37. Buss, D. (2012). No “sleepytime” appeal for celestial seasonings’ new enerji all-natural shots. Brand channel. Retrieved from http://www.brandchannel.com.

38. Social bakers. (2015). Hain celestial. Social bakers. Retrieved from http://www.socialbakers.com.

39. Google finance. (2015). Boston beer co. Google finance. Retrieved from http://www.googlefinance.com.

40. Symington, S. (2015). Boston beer co inc loses it’s buzz as competition grows, cider slows. Motley fool. Retrieved from http://www.fool.com.

41. Chudgar, S. (2013). Cans make a comeback for beer marketers large and small. Advertising age. Retrieved from http://www.adage.com.

42. Brady, S. (2014). Neigh worries: budwiser releases Clydesdales ad early to squelch fears. Brand channel. Retrieved from http://www.brandchannel.com.

43. Paynter, B. (2103). Why the makers of sam adams beer are all hopped up on longshot brews and malty magic. Fast company. Retrieved from http://www.fastcompany.com.

44. Social bakers. (2015). Samuel adams. Social bakers. Retrieved from http://www.socialbakers.com.

45. Google finance. (2015). Amazon.com. Google finance. Retrieved from http://www.googlefinance.com.

46. Kline, D. (2015). Amazon.com inc’s 3 biggest product failures. Motley fool. Retrieved from http://www.fool.com.

47. Bloomberg news. (2015). Amazon said to weigh creating a live online pay-tv service. Advertising age. Retrieved from http://www.adage.com.

48. Miller, M. (2015). Amazon opens first brick-and-mortar bookstore. Brand channel. Retrieved form http://www.brandchannel.com.

49. McCorvey, J. (2014). Amazon. Fast company. Retrieved from http://www.fastcompany.com.

50. Social bakers. (2015). Amazon.com. Social bakers. Retrieved from http://www.socialbakers.com.

51. Bernstein, R. (2015). Move over millennials-here comes gen z. Advertising age. Retrieved from http://www/adage.com.

52. Barton, C.,Koslow, L., & Beauchamp, C. (2014). The reciprocity principle. The boston consulting group. Retrieved from http://www.bcg.com.

53. Fromm, J. (2015). The millennial consumer craves craft beer. Millennial marketing. Retrieved from http://www.millennialmarketing.com.

54. Pew research center. (2015). Comparing millennials to other generations. Pew research center. Retrieved from http://www.pewresearch.org.

55. Taylor, P., Gao, G. (2014). Generation x: america’s neglected ‘middle child’. Pew research center. Retrieved from http://www.pewresearch.org.

56. Neilsen. (2012). Reaching generation x: authenticity in advertising. Nielsen. Retrieved from http://www.nielsen.com

57. Hale, T. (2010). Mining the u.s. generation gap. Nielsen. Retrieved from http://www.nielsen.com.

58. Pollack, J. (2010). The 15 biggest baby boomer brands. Advertising age. Retrieved from http://www.adage.com.

59. Howe, N. (2014). The silent generation , “the lucky few”(part 3 of 7). Forbes. Retrieved from http://www.forbes.com.

60. Linnemann-Clark, Mavis. (2015). made by mavis. made by mavis. retrieved from https://www.madebymavis.com

Brief

31

• Flavors that will make your head spin 360°

• 360° Challenge: Made by Mavis

• Alex Janson

• December 8, 2015 6:00 p.m.

• Made by Mavis is a locally based company created Mavis Linnemann-Clark, Executive Chef/Owner of not only Made By Mavis but also The

Delish Dish which is a catering company. But Mavis’s love for jellies and jams came to the point where she needed to share it with the world!

The use of her French copper pot to make her products has set her apart from her competition, because no other company on the market

uses such a unique style of cooking. This unique style of cooking and Mavis’s extensive culinary background has also lead to a very unique and

different creation of jams and jellies that are now coming to the market. These exact things that make Mavis and her products unique and

different, also harm it; people are un-aware of her brand and delicious flavors! In return Made by Mavis has seen a fairly weak support for the

Jam of the Month club, due to people just sticking with the plan ole ordinary flavors that a produced by the major companies. But a way Mavis

can increase sales and involvement in the Jam of the Month club, is to join forces with Rhinegeist and create a new element to the Jam of the

Month club and institute a beer of the Month club along with it. Have beer lovers and jam lovers jamming out at Rhinegeist brewery!

• Recommendations

• Pair with Rhinegeist to hold parties where customers come to have a beer and jam!

• Use a Rhinegeist beer to create new jam/jelly/syrup

• Have Rhinegeist create a pairing of all Made by Mavis products with Rhinegeist beers

• We recommend that (#1) Made by Mavis targets craft beer drinking millennials who shop at Kroger, especially in Newport, where they tend to

shop in the beer isle, where they truly love shopping in. In addition, these customers prepare their own meals, like to cook and learn about

cooking, and enjoy preparing party snacks for their friends and family. In order to appeal to them, we recommend (#2) to focus on unique and

experimental flavors, as those are attributes that are important to them. In addition, it is important to show them how Made by Mavis (#3), such

as the Bourbon Barrel Stout Syrup can be paired with Rhinegeist Pure Fury beer. Along with pairing these two, we suggest (#4) that it would be

wise that these two companies (Made by Mavis and Rhinegeist) pair together to create a Beer of the Month and Jam of the Month

organization/club to help build repeat business and loyal clientele.