Points of Difference The “points of difference”—characteristics that make Howlin’ Coyote chilies unique relative to competitors—fall into three important areas: • Unique taste and convenience. No known competitor offers a high-quality, “authentic” frozen chili in a range of flavors. And no existing chili has the same combination of quick preparation and home-style taste that Howlin’ Coyote does. • Taste trends. The American palate is increasingly intrigued by hot spices. In response to this trend, Howlin’ Coyote brands offer more “kick” than most other prepared chilies. • Premium packaging. Howlin’ Coyote’s packaging graphics convey the unique, high-quality product contained inside and the product’s nontraditional positioning. Positioning In the past chili products have been either convenient or tasty, but not both. Howlin’ Coyote pairs these two desirable characteristics to obtain a positioning in consumers’ minds as very high-quality “authentic Southwestern/Mexican tasting” chilies that can be prepared easily and quickly. To help buyers see the many different uses for Howlin’ Coyote chili, recipes are even printed on the inside of the packages. An organization cannot grow by offering only “me-too products.” The greatest single factor in a new product’s failure is the lack of significant “points of difference” that sets it apart from competitors’ substitutes. This section makes these points of dif- ference explicit. A positioning strategy helps communicate the company’s unique points of difference of its products to prospective customers in a simple, clear way. This section de- scribes this positioning. This section identifies the specific niches or target markets toward which the company’s products are directed. When ap- propriate and when space permits, this section often includes a market-product grid. A heading should be spaced closer to the text that follows (and that it describes) than the pre- ceding section to avoid confusion for the reader. This rule is not followed for the Target Markets heading, which now unfor- tunately appears to “float” between the preceding and following paragraphs.
A11 6. Marketing Program The four marketing mix elements of the Howlin’ Coyote chili marketing program are detailed below. Note that “chile” is the vegetable and “chili” is the dish. Product Strategy After first summarizing the product line, the approach to product quality and packaging are covered. Product Line. Howlin’ Coyote chili, retailing for $3.99 for an 11-ounce serving, is available in five flavors. The five are Green Chile Chili, Red Chile Chili, Beef and Black Bean Chili, Chicken Chunk Chili, and Mean Bean Chili.
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- Spring '08
- Marketing, Paradise Kitchens, Howlin