ORE-BEST FARMS

ORE-BEST FARMS - ORE-BEST FARMS CASE Ore-Best’s Portland agency Petzoid& Associates avoids pictures of anything resembling a cute family pet

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Unformatted text preview: ORE-BEST FARMS CASE Ore-Best’s Portland agency, Petzoid & Associates, avoids pictures of anything resembling a cute family pet. The company also has plans to market rabbit legs, cutlets, fillets, ground rabbit, even sausages, pâte, and other processed products, in much the same manner as the chicken and turkey industries have marketed their products recently. The price and texture make rabbit more comparable to beef or pork than fowl (chicken, duck, etc.), however. The meat – all white—tastes similar to veal (baby beef), partisans say. Ore-Best also intends to sell nonedible portions of its rabbits, including high-fashion rabbit fur garments created in Korea and Hong Kong and rabbit fertilizer. Rabbit blood will be used in medical experiments, rabbit feet sold as lucky charms and rabbit tails as a zipper pulls. Rabbits may be an accountant’s dream. They are inexpensive to raise, take very little care, and reproduce like crazy. For that reason, some Third World countries have expressed keen interest in borrowing some of OreBest’s rabbit economics. Hospitals, impressed by the nutritional credentials of rabbit meat, are another potential major market. 1. Based on the consumer behavior models presented in the book and notes, what cultural, reference group, and internal influences will affect consumers buying this product. 2. Thoroughly describe the primary consumer market segment for the product using demographic variables and lifestyle (psychographics). Ore-Best Farms, a USDA-approved rabbit-processing plant in Oregon City, Oregon, markets vacuum-packed rabbit fryers to Oregon supermarkets. The company, which markets the fresh bunnies in Cryovac packaging similar to bacon packs, is betting that rabbit meat will prove as popular as fish or lamb in the next few years. They want to start marketing their product in west coast states in the United States (California, Oregon, and Washington). Company statistics show that rabbit is highest in protein of all meats and lowest in cholesterol, fat, and calories. Ore-Best is marketing it as a nutritious alternative to red meat and fowl for health-conscious consumers. Rabbit accounts for about one-half cent of the U.S. meat dollar, compared with about 15 cents in Europe, where it is a dietary staple, noted Ore-Best director of operations, Leonard Parsons. Ore-Best, aiming to reeducate American tastes, is presenting “tender country-raised rabbit” in transparent packages adorned with colorful labels and illustrated recipes. Where competitors market rabbit domestically, it is sold frozen in cardboard boxes. “Nutritious rabbit is delicious” is the tag line on the labels, point-of-purchase displays, and newspaper ads. Promotion, prepared by 3. 3. How would you distribute and promote rabbit meat to this target market in west coast states in the United States? ª* Ore-Best Farms, a USDA-approved rabbitprocessing plant in Oregon City, Oregon, markets vacuum-packed rabbit fryers to Oregon supermarkets. The company, which markets the fresh bunnies in Cryovac packaging similar to bacon packs, is betting that rabbit meat will prove as popular as fish or lamb in the next few years. They want to start marketing their product in west coast states in the United States (California, Oregon, and Washington). “¸ E t –á T¨ E t –á T¨ 5ª µ • „H Cryovac Åh E t –á T¨ E t –á T¨ E t –á T¨ •„H ª newspaper ads. Promotion, prepared by Ore-Best’s Portland agency, Petzoid & Associates, avoids pictures of anything resembling a cute family pet. A Et – ×T ¨ ø á “ A ” Êt – ET ¨ ø á Et – T¨á ná Et “T ”g E5 á t¨ T wn à Petzoid r Associates E¨ –á T r The company also has plans to market rabbit legs, cutlets, fillets, ground rabbit, even sausages, pâte, and other processed products, in much the same manner as the chicken and turkey industries have marketed their products recently. The price and texture make rabbit more comparable to beef or pork than fowl (chicken, duck, etc.), however. The meat – all white—tastes similar to veal (baby beef), partisans say.ÃÐÀ w E 5YªŽ ET t–ᨠET t–ᨠET t–ᨠÀ Ãn w -¸ r 5À à x • ª z³ t« Company statistics show that rabbit is highest in protein of all meats and lowest in cholesterol, fat, and calories. Ore-Best is marketing it as a nutritious alternative to red meat and fowl for health-conscious consumers. Rabbit accounts for about one-half cent of the US meat dollar, Ore-Best also intends to sell nonedible portions of compared with about 15 cents in Europe, where it is its rabbits, including high-fashion rabbit fur a dietary staple, noted Ore-Best director of garments created in Korea and Hong Kong and rabbit fertilizer. Rabbit blood will be used in operations, Leonard Parsons. ¸ medical experiments, rabbit feet sold as lucky Et–á T¨ charms and rabbit tails as a zipper pulls. Et–á T¨ 5ªµ • ˜ † nonedible ¸ Et–á T¨ ET t–á ¨ ¸ 15 . ¸ ET t–á ¨ Et5 T¨ á r r Ore-Best, aiming to reeducate American tastes, is presenting “tender country-raised rabbit” in transparent packages adorned with colorful labels and illustrated recipes. Where competitors market rabbit domestically, it is sold frozen in cardboard boxes. “Nutritious rabbit is delicious” is the tag line on the labels, point-of-purchase displays, and Rabbits may be an accountant’s dream. They are inexpensive to raise, take very little care, and reproduce like crazy. For that reason, some Third World countries have expressed keen interest in borrowing some of Ore-Best’s rabbit economics. Hospitals, impressed by the nutritional credentials of rabbit meat, are another potential major market. T+ ¨T ¨T+T ¨T+T ¨T+T ª*‹À 1. Based on the consumer behavior models presented in the book and notes, what cultural, reference group, and internal influences will affect consumers buying this product. ¶ Ð 1 @ 5ª Y t EŽ Ô 5 5ª Ú ¶ H pˆ ª À‹ È 5 5ª Ú ¶ H pˆ ª À‹ È r 2. Thoroughly describe the primary consumer market segment for the product using demographic variables and lifestyle (psychographics).¶ 2 È 5ª  ¶ r r E Ž 5ª Ð µ gp Y\ ¶ ¶ È 5 3. How would you distribute and promote rabbit meat to this target market in west coast states in the United States? 3 r 5 À5‹ª ¶Ú pˆ ª ÈH 5 µ •R ª• ...
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This note was uploaded on 11/15/2010 for the course MKTG 380 taught by Professor Robbins,j during the Spring '08 term at Winthrop.

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