Gardenburger -- Group Prep - Gardenburger Prep If you have...

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Gardenburger Prep 11/19/2007 If you have a big company, then you can afford to take money from divisions to spend on others Gardenburger new brand, no money Hints in the case: o Do it regionally Find good and bad segments Advertising causes a pop Was the rise in sales due to Seinfeld? FIND RETURN ON ADVERTISING! Product has large margin o Goal is to sell the company o You don’t have to be profitable to sell the company o Sell it on the POTENTIAL growth of the company Does ad spending help competition too much? o Is it wasteful? o Does it provoke competition into ad spending? Create excitement in the category Make a model o Can we sell enough burgers to make enough cash to sell the company. o Can we sell enough burgers to make cash, to do ad spending, which will help us sell more, etc. o 3-7 quarter long model (sales over time) Case: “couponing like crazy” o Stop mass media? Determine the type. “proposition is too complex to do TV” – case Why buy gardenburger? o Healthy o Convenient o Animal friendly o Alternative/substitute o Good for environment o Variety seeking o Eat less meat May not be for vegetarians, more for people who are looking for substitutes Cultural creative forward-thinking individuals, not conventional, Who are we NOT going after? o Vegans eat it incidentally Morals? Choose a claim and then a positioning . Buy this product and get this result Ad execution? o Variety seeking / eat less meat o Slice of life / celebrity endorsement Exclude men?
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Position as a meat alternative or its own entity? PRODUCT o Too many offerings? o G ardenburger’s name is fine. GB has brand awareness Mass Media Advertising it gets people to the freezer case, but they may not buy your product Price promotion graphs (price reduction, coupon, etc) You can pay for prime positioning on the supermarket sh elves… ($1/linear foot/supermarket You can have local ads in national magazines o Ex. by region Clip coupon 40M vs 400M
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