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The FoodSaver Marketing Campaign 1
The Foodsaver Marketing Campaign
April Cargill, Ryan Gurtz, Kevin Kind, Gina Mogavero & Brian Rather
April 28, 2012
in partial fulfillment of MKTG 380
Dr. Kenneth Bahn
The FoodSaver Marketing Campaign 2
Target Market:
The target market for The FoodSaver is married women ages 35 to 55, residing in
the Shenandoah Valley area. The women that the product targets will typically be educated
at a four year accredited college due to the fact that these are the women whom will have
the money to spend on such a product. They will most likely be employed homeowners
who make the majority of the major purchasing decisions in their households. The lifestyle
of these women will include regularly cooking meals at home which typically include the
use of fresh food. The FoodSaver will target women whose attitudes reflect the desire to
preserve food, and women who are interested in a product that will help them save money.
The product will also appeal to women who are environmentally aware and globally
conscious.
The following demographic information, which was collected from survey
participants, created a baseline for learning what types of people would be interested in
purchasing The FoodSaver. This collected information led to the determination of The
FoodSaver’s target market. Value Retail News (2008) illustrated research that married
women make 64 percent of buying decisions. The survey demonstrates that women make
major purchasing decisions one to three times a month. This verifies that married women
are the most appropriate market for this product to target. It was revealed that the
majority of the respondents cook an average of 9.5 meals a week at home. Out of these 9.5
home-cooked meals, respondents said that an average of 7.9 were made with fresh food.
Some participants wrote that they cooked “all” or “most” of their meals at home and 90% of
survey participants said that freshness of food was important or very important. This
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information led to the decision to target women who typically cook meals at home that
include fresh foods, seeing as they will be the ones to get the most benefit from the product.
Product Description and Development:
The FoodSaver represents one of the most innovative, new items introduced to the
appliance market in years. This new appliance consists of a small compartment that can be
installed in almost all refrigerators available on the market today. Once installed in a
refrigerator, The FoodSaver allows the consumer to engage its patented external air pump
to quickly and efficiently remove all air from the compartment, thereby creating a vacuum-
seal within the container. By creating a vacuum-seal within this storage compartment, the
consumer is able to extend the period of freshness for all food items stored within The
FoodSaver. As a result, consumers who purchase The FoodSaver are able to save money by
avoiding having to throw away spoiled food, and the humanitarian-minded are able to
exercise global consciousness in a world stricken by acute food shortages and famine.
Additionally, the product is manufactured with immense concern for its environmental
impact. With the environment in mind, production is very green and its energy use is very
efficient.
Survey data reveals that The FoodSaver’s target market is very responsive to the
perceived benefits granted by this product. From a financial perspective, The FoodSaver
offers significant benefits. Of all participants surveyed, over 90% indicated a strong value
toward saving money whenever possible. As a result, the ability of The FoodSaver to help
consumers stretch every dollar making all store-bought food last longer, represents a very
attractive feature to the target market. Additionally, our product caters to the
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environmental concerns of the target market. For example, over 90% of the surveyed
participants consider the environmental friendliness of a product to be an important factor
when purchasing a new appliance. Along with this, nearly 60% of those surveyed claim that
they would be willing to pay more for a product that was sufficiently “green.”
Our target market has also been identified as being very globally conscious. Roughly
forty percent of participants surveyed claimed that they considered the global implications
of their choices when making purchasing decisions and managing their households. More
specifically, over 80% of The FoodSavers’ target market says that they are conscious about
wasting food and would purchase a product that preserves food. Finally, it was not
surprising to find that nearly 95% of our target market shares the belief that Americans
regularly throw away too much food. The FoodSaver, by design, addresses these global
concerns in a number of direct and indirect ways. By reducing the frequency by which
consumers dispose of spoiled food, The FoodSavers satisfies the consumers’ desire to feel
globally responsible. With the data collected from the survey, it can be concluded that The
FoodSaver’s “green” energy efficiency, money saving quality, and food saving ability will be
highly valued by the target market.
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Integrated Marketing Communication Campaign
Marketing and Communication Objectives:
The primary marketing objective of The FoodSaver’s IMCC is to have 20% of The
FoodSaver’s target market to purchase the product within one year. In order to achieve this
market objective, the campaign will divide The FoodSavers marketing efforts into three
distinct communication objectives, each with a corresponding time phase.
The first communication objectives will correspond to the “awareness” phase, which
will last four months. The goal of this phase will be to make 80% of The FoodSaver’s target
market aware of the product within these four months. The next phase, also lasting four
months, will be the “preference” phase. The objective during this period will be to convince
40% of the target market to prefer The FoodSaver over our competitors’ product within
one year. The final four month phase will be the “intent to purchase” phase. During this
final marketing phase, the campaign will attempt to use incentives to convince 20% of our
target market to “intend” to purchase our product.
Product Message:
The message communicated to consumers about The FoodSaver will change during
each phase of the IMCC marketing plan. During the awareness phase of the IMCC, the
message objectives will simply inform the target market about the specific nature of our
product. For example, consumers will be taught what our product looks like and what its
specific function is. Consumers will also be taught about The FoodSaver’s web presence
where they can learn more and purchase the product. In addition, consumers will learn
when and where The FoodSaver will become available. In this phase, the campaign plans to
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teach 80% of the target market about these aspects of The FoodSaver. This essential
information about the product will help give the target market an informational foundation
which will later enable the consumer to begin to prefer and purchase The FoodSaver.
The messages conveyed during the second “preference” phase of the marketing plan
will aim to teach the target market about the advantages of The FoodSaver compared to
similar products or to an ordinary refrigerator. For instance, consumers will be taught that
The FoodSaver is an extremely green device, made from recycled materials and with
energy saving potential. Also, consumers will learn that the product possesses immense
money saving and health benefits superior to that of similar products or a fridge without
the product. Consumers will also be taught that The FoodSaver is American made. Finally,
consumers will learn the moral imperative of saving food by being taught just how much
food and money Americans throw away every year. All of these message objectives will
begin to demonstrate to the target market the necessity of owning a product like The
FoodSaver, and each “preference” objective will highlight how this product is superior to its
competitors.
The message communicated during the final “intent to purchase” phase will teach
the target market about certain incentives associated with purchasing The FoodSaver. Over
the course of four months, consumers will learn about two specific incentives. First, they
will be made aware of a coupon that will grant all consumers 20% off the total price if they
purchase The FoodSaver. Second, the target market will be taught about free instillation
that comes with this product. The goal of these messages is to convince 20% of the target
market to purchase The FoodSaver as a result of these messages within four months.
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Message Objectives:
Awareness
1. To teach 80% of our product what our product looks like within four months.
2. To teach 80% of our target market about our web presence within four months.
3. To teach 80% of our target market about the stores in which our product will be
available within four months.
4. To teach 80% of our target market that our product is available in stores within four
months.
5. To teach 80% of our target market what our product does within four months.
Preference
1. To teach 40% of our target market about the environmental benefits of our product
within four months.
2. To teach 40% of our target market about the differences between our product and
other food preservation products within four months.
3. To teach 40% of our target market that our product has money saving benefits with
four months.
4. To teach 40% of our target market about the ease of installment associated with our
product within four months.
5. To teach 40% of our target market that our product is American made within four
months.
6. To teach 40% of our target market about the health benefits of eating fresh food
within four months.
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7. To teach 40% of our target market about the cost/amount of food discarded by
Americans within four months.
Intent to Purchase
1. To teach 20% of our target market about a $20.00 off coupon for our product within
four months.
2. To teach 20% of our target market about a 10% rebate reward for referring another
customer within four months.
Message Strategies:
Throughout the three phases of the IMCC marketing plan for The FoodSaver,
messages will be conveyed to the target market by using a variety of different message
strategies. During the awareness phase, the sole message strategy will be “informational.”
With the informational strategy, consumers will simply be given facts about how the
product looks, what the product does, where and when it will be available, and where to
find more information about it. This simple informational message strategy is the most
effective way to accomplish the basic goals of the awareness phase.
The preference phase will utilize a mix of motivational and obligatory message
strategies. For example, preference message objectives numbers 2-5 focus on conveying
the advantages The FoodSaver offers over other similar products. To convey these
messages, the motivational message strategy will be used. This message strategy simply
involves bringing up facts about the product that may not be obvious in order to motivate
the target market to prefer The FoodSaver. Therefore, this strategy will convey the unique
aspects the product to motivate the target market to prefer The FoodSaver over its
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competing products. The remaining preference message objectives, however, will rely on
the obligatory message strategy. This strategy largely plays upon a consumer’s feelings of
guilt or appeals to emotion to convince them that they simply must purchase the product.
For example, the advertised health and environmental benefits of the product will instill
within the target market a moral imperative to purchase The FoodSaver.
The intent to purchase phase will simply rely on motivational message strategies.
Simply put, the two incentives offered to consumers will motivate consumers to purchase
The FoodSaver as a result of the savings to be gained.
Message Tactics:
Following are three advertisements that serve as examples of advertisements that
will be used as message tactics for The FoodSaver’s marketing campaign. The color scheme
for the entire Foodsaver advertising campaign is green and blue to highlight the
environmental benefits and the “going green” aspect that the product has. The color green
can also be symbolic of the money that the amount of money that The Foodsaver will end
up saving consumers if they purchase our product. Each advertisement is simplistic and to
the point to ensure that customers will not dismiss the message for being to text heavy or
too time consuming to read. The Foodsaver’s website is included in every advertisement to
allow customers to purchase the product directly. Including the website on this
advertisement will also inform consumers that we have a web presence and they can learn
more about the product by visiting the site.
Awareness
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The awareness advertisement (see Figure A.) features an image of a refrigerator that
appears to have a garden or plantation inside. This is to highlight the idea that The
Foodsaver keeps the consumer’s food so fresh that it is equivalent to picking the food right
out of the ground. It accomplishes our media objectives of providing information about the
product because it explains that The Foodsaver is custom designed to fit inside any
refrigerator. It explains what the product does (keeps customers’ food fresher for longer)
and it explains where the product can be bought (at stores where major appliances are sold
and online).
Preference
The preference advertisement (see Figure B.) includes an image of an apple that seems to
be half disappeared. This symbolizes the fact that nutrition can be wasted due to storing
food in a regular refrigerator as opposed to storing it in The Foodsaver. There is no other
food preservation system that is compatible with customers current refrigerator systems,
therefore this advertisement compares The Foodsaver to the ordinary fridge. This
advertisement also highlights the environmental and money saving benefits that this
product offers. The tagline “turbo-charge” your fridge is included to make it seem like an
ordinary refrigerator just does not cut it anymore and that The Foodsaver is a major
contribution to customers current fridges.
Intent to Purchase
The intent to purchase advertisement (see Figure C.) focuses most of its attention on
the money-saving aspect associated with The Foodsaver. The statistic that is in the middle
is to make consumers aware of exactly how much money they are wasting by throwing out
perished food in one year. This statistic’s goal is to solidify the consumer’s intent to
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purchase. After seeing the other advertisements, they should already be aware of our
product and what it does and this statistic should act as The Foodsaver’s final selling point.
The tagline “saves your food saves your money” is intended to be short and memorable
with the bottom line being that The Foodsaver “saves”. Since this is our intent to purchase
advertisement, it includes a 20% off coupon as an incentive, which accomplishes the media
objective laid out in the IMCC report.
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Figure A.
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Figure B.
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Figure C.
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Media: A variety of different forms of media will be used to expand awareness about The
FoodSaver. Newspaper advertisements, along with radio advertising will be used to get the
target market aware of the product. In the second media phase, radio and newspaper
advertising will again be used to reach the target market with a set of informational
messages that will inform them of the advantages of The FoodSaver. Then, to convince our
target market that the product is right for them, in the third phase, television
advertisements will be released on WHSV while continuing with radio and newspaper
advertisements.
Media Objectives:
Awareness
1. To reach 90% of our target market with three exposures to a newspaper and one
exposure to a door flyer within four months.
2. To reach 90% of our target market concerning our web presence through three
exposures to a newspaper ad, two exposures to a radio ad, and one exposure to a
door flyer within four months.
3. To reach 90% of our target market concerning the stores in which our product is
available through three exposures to a newspaper ad, one exposure to a door flyer,
and two exposures to a radio ad within four months.
4. To reach 90% of our target market concerning the release date of our product
through three exposures to a newspaper ad, one exposure to a door flyer, and two
exposures to a radio ad within four months.
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5. To reach 90% of our target market concerning the specific function of our product
through three exposures to a newspaper ad, one exposure to a door flyer, and two
exposures to a radio ad within four months.
Preference
1. To reach 50% of our target market concerning the environmental benefits of our
product through three exposures to a newspaper ad within four months.
2. To reach 70% of our target market concerning the food preservation advantages of
our product through three exposures to a newspaper ad within four months.
3. To reach 70% of our target market concerning the money saving benefits of our
product through three exposures to a newspaper ad within four months.
4. To reach 50% of our target audience about our product’s ease of installment
through three exposures to a newspaper ad within four months.
5. To reach 50% of our target market about the domestic production of our product
through three exposures to a newspaper ad within four months.
6. To reach 70% of our target market concerning the health benefits of eating fresh
through three exposures to a newspaper ad within four months.
7. To reach 60% of our target market concerning how much food Americans waste
each year through three exposures to a newspaper ad within four months
Intent to Purchase
1. To reach 40% or our target market concerning a 10% rebate reward for referring
another customer through six exposures to a television ad within four months.
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2. To reach 40% of our target market concerning a 20$ off coupon for our product
found in a newspaper ad through three exposures to that newspaper ad within four
months.
Media Strategy:
For the media strategy, the wave strategy will be most effective. As a test product,
periods of advertising blasts with different forms of media would best suit The FoodSavers’
first year.
Phase I
Beginning with phase one (months January - May), three forms of media will be
used to blast awareness. The first media used is newspaper, which will be continually
running over the year. The total percentage of the budget for phase one of the newspaper
advertising is 2.4% of the total budget at $1800. It is necessary to split the total newspaper
budget between two local newspapers in order to reach all targeted consumers. The first is
The Daily Record which provides news for Harrisonburg, and the second newspaper used
is The News Leader, a local paper for Staunton. 1.2% of the total budget will go to each. The
second medium is radio which will only run from January through May. The total
percentage of the budget for radio is 11.6% of the total budget at $8,740. Advertising for
radio will be split evenly as well with 5.8% to WSVA and the same amount to WINF. The
third and final medium of advertising for phase one is a flyer. $860 worth of flyers will be
created and delivered all in the month of January. This will take up 1.14% of the total
budget. The budget will be broken down the middle because both Staunton and
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Harrisonburg have comparable populations, thus allowing the advertising to reach the
maximum amount of the target market.
Phase II
During phase two, the only advertising that will be used is through the newspaper.
The reason for this is because the intended result of phase one is to get people talking and
looking up The FoodSaver. Also, during this phase of low media, analyzing the results of
phase one can take place. The newspaper ad will be split the same between the two papers,
adding an additional 2.4%, making the total 4.8%.
Phase III
Phase III is the biggest and most expensive push in media for the trial period. A
television commercial will run during this period (July through December). The
advertisement will run on WHSV, the local news channel for the Shenandoah Valley. During
these four months, the total cost for the commercial is $60,000. This is 80% of the total
budget. The final 2.4% of the budget for the newspaper advertisements will continue as
well. The reason for spending 82.4% of the total budget during phase three is an
anticipated “buzz” about The FoodSaver before it is televised, hoping that the television
will solidify that The FoodSaver is worth purchasing.
Media Tactics:
In order to advertise The FoodSaver it is best to use television, radio, newspaper
and promotional materials such as flyers. The television advertising will run 20 times per
month during the months of July through December. This is where the majority of the
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$75, 000-budget will go. The total amount of television advertisements will cost $60,000.
The bulk of the budget will be used for television advertisements because this type of
media is considered highly visual which will be ideal for demonstrating the capabilities and
benefits of The FoodSaver. Incorporating sound, images and movement due to the
television ad will make the product stand out and appeal very interesting. In general,
people watch a decent amount of television therefore the message of The FoodSaver will be
able to grab attention and create buzz.
The second type of media used is radio. A 60 second message will play 92 times per
month during the months of January through May. The total amount of this media results at
the price of $8,740. Radio is simply hearing sounds, which can trigger people’s
imaginations as well as get them intellectually involved with the product. Women tend to
pay attention to detail, therefore, they would hear the message regarding The FoodSaver
and imagine how much it would benefit their daily life. Playing the radio advertisements at
times like during school pickup, will heighten the chances of the target market being
exposed to the advertisements.
The third type of media used is print newspaper. A newspaper ad will show 30
times per month during the months of January through December, therefore all year round.
The cost of this media advertisement results at the price of $5,400. Print media has a
permanency, which is helpful if people want to refer back to the ad in order to get a website
or phone number. 19 out of 20 women ages 40-50 say that newspapers are the medium of
choice (Value Retail News, 2009). With this being said, it makes most sense to have The
FoodSaver advertised daily in newspapers in order to reach the target audience. Lastly,
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flyers will use up the rest of the budget as an additional way to reach the target audience by
having the sales team go door to door of homes as well as appliance corporations.
(See Figure D & Figure E).
Figure D.
Medium Phase # Runtime Length/Size of Ad
Television 3 Jul-Dec 30 seconds
Newspaper 1,2,3 Jan-Dec 1/4 page
Radio 1 Jan-May 60 seconds Door Flyers 1 Jan 8.5x11
Figure E.
Medium Times/Month Price/ad Price/month Total Price Budget
Television 20 $784.00 $15,000.00 $60,000.00 $15,000.00
Newspaper 30 $14.00 $450.00 $5,400.00 $9,600.00
Radio 92 $19.00 $1,748.00 $8,740.00 $860.00 Door Flyers 8600 $0.10 $860.00 $860.00 $0.00
IMCC Summary:
Over the course of the next year, the IMCC will effectively market The FoodSaver to
our target market within the Shenandoah Valley. It will divide the next year into three
distinct phases. First, the awareness phase will focus on teaching the target market the
basic facts, purpose, and availability of the product. (See Figure F). Next, the preference
The FoodSaver Marketing Campaign 21
phase will teach the target market about the advantages The FoodSaver offers over similar
competing products in order to convince them to prefer The FoodSaver. (See Figure G).
Finally, the “intent to purchase” phase will inform the target market of incentives
associated with purchasing the product in an attempt to motivate sales. (See Figure H).
Each of these messages will be conveyed by using a variety of message strategies such as
informational, motivational, and obligatory.
For media, each message objective will have a corresponding media objective. These
media objectives will be accomplished using a variety of media and message tactics. During
the awareness phase, radio ads, newspaper ads, and door flyers will be utilized to
accomplish the media objectives. For the preference phase, only a newspaper ad will be
used. The “intent to purchase” phase, however, will use as newspaper as and a television ad.
All of these media objectives will be accomplished within the budget of $75,000.
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Figure F.
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Figure G.
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Figure H.
Market Research: I) Desired Benefit
When analyzing people’s importance they put on aspects of eating and their kitchen.
There is a fairly clear path to which practically all of our target market will be attracted. In
our survey, we asked our participants to rate how important an aspect of their lifestyle
from very unimportant to very important.
The FoodSaver Marketing Campaign 25
When asked about Preservation of nutrition, it is important to see that 95.1% of
participants responded as either important or very important. Since preservation of
nutrition was rated as the most important aspect of the kitchen, with will be a good base to
compare off of. This idea, according to our survey should be a focal point in our media
campaign.
Preservation of nutrition.
Very unimportant
Unimportant
Neutral
Important
Very Important
Preservation of nutrition.
Answer Options Response
Percent
Response
Count
Very unimportant 2.4% 1
Unimportant 0.0% 0
Neutral 2.4% 1
Important 43.9% 18
Very Important 51.2% 21
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Long shelf life.
Answer Options Response
Percent
Response
Count
Very unimportant 4.9% 2
Unimportant 2.4% 1
Neutral 19.5% 8
Important 53.7% 22
Very important
19.5% 8
Long shelf life was anticipated to be our most diversely answered preference and it
was quite close. Although %73.2 deemed it either important or very important, it is the
second lowest percentage. The problem is that from the beginning, long shelf life was the
main focus of our product. We now have to reassess our focus and gear our advertising
more towards preservation of nutrition, freshness, saving money, and a more organized
kitchen.
Long shelf life.
Very unimportant
unimportant
Neutral
Important
Very important
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Eco-Friendly.
Answer Options Response
Percent
Response
Count
Very unimportant 4.9% 2
Unimportant 0.0% 0
Neutral 17.1% 7
Important 58.5% 24
Very Important 19.5% 8
The eco-friendly chart fit what we predicted. Since the eco movement could be
called a fad, it becomes important to those who choose to make it important, and to those
who don’t it tends to be more neutral. The eco-friendly ideas should be put in our ads, but
not the focal point. An example would be to have a green theme, or a leaf as the symbol of
our product.
Eco-Friendly.
Very unimportant
Unimportant
Neutral
Important
Very Important
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Freshness of food.
Answer Options Response
Percent
Response
Count
Very unimportant 9.8% 4
Unimportant 0.0% 0
Neutral 0.0% 0
Important 22.0% 9
Very Important 68.3% 28
Freshness of food has many similarities to preservation of nutrition and will be a
major focal point of our ad campaign.
Saving money.
Answer Options Response
Percent
Response
Count
Freshness of food.
Very unimportant Unimportant
Neutral
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Very unimportant 7.3% 3
Unimportant 0.0% 0
Neutral 4.9% 2
Important 36.6% 15
Very Important 51.2% 21
While eco-friendly could be put in a money saving category as well as a fad category,
saving money is the blunt version of the latter. When it comes to cash, most people are in
the business of saving. Therefore, this should be a focal point for our campaign.
Organized kitchen.
Answer Options Response
Percent
Response
Count
Very unimportant 4.9% 2
Unimportant 0.0% 0
Neutral 2.4% 1
Important 51.2% 21
Saving money.
Very unimportant Unimportant
Neutral
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Very Important 41.5% 17
Analysis on this statistic will be discussed in the aesthetic analysis.
American made.
Answer Options Response
Percent
Response
Count
Very unimportant 2.4% 1
Unimportant 7.3% 3
Neutral 36.6% 15
Important 29.3% 12
Very Important 24.4% 10
Organized kitchen.
Very unimportant Unimportant
Neutral
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The results to this question weren’t entirely shocking given that our research team
had no idea what the results would be, but this preference turned out to be the most
diverse. With only 9.7% of participants responding with either very unimportant or
unimportant, we can draw that it is a bonus. Most of the participants chose neutral, but
while 9.7% were below neutral, 53.7% were above it. This implies that paying the extra to
have the product manufactured in America could potentially be worth it.
Aesthetic kitchen.
Answer Options Response
Percent
Response
Count
Very unimportant 4.9% 2
Unimportant 0.0% 0
Neutral 9.8% 4
Important 61.0% 25
Very Important 24.4% 10
American made.
Very unimportant Unimportant
Neutral
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Aesthetics corresponded well with organization in simply the definition and the
results. 92% of participants valued an organized kitchen as being either very important or
important. The Aesthetic feel slightly lagged behind that mark, but this points to a major
focus of our advertising. Our product both needs to be customized to look good in a kitchen,
and greatly improve the organization of a kitchen.
II) Purchasing Preferences
How likely are you to purchase this product?
Answer Options Response
Percent
Response
Count
Very unlikely 7.0% 3
Unlikely 14.0% 6
Neutral 30.2% 13
Likely 32.6% 14
Very Likely 16.3% 7
Aesthetic kitchen.
Very unimportant Unimportant
Neutral
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With the likelihood of purchase, 48.9% of our target market is likely or very likely to
purchase this product with no convincing. Also, only 7% is very unlikely to purchase. This
corresponds with the less than 10% of people who care about nutrition, preservation, and
kitchen aesthetics.
How much will you be willing to pay for this product?
Answer Options Response
Percent
Response
Count
Less than $100 73.8% 31
$100 - $149 19.0% 8
$150 - $199 4.8% 2
$200 - $249 0.0% 0
$250 - $299 2.4% 1
More than $300 0.0% 0
How likely are you to purchase this product?
Very unlikely
Unlikely
Neutral
Likely
Very Likely
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Based upon simply the name and what it does, without knowing the size or the exact
specifications of our product, 73% of people would pay less than $100. This isn’t a very
significant number yet, but it will be once the market is tested and our product is produced.
My family and I would be willing to purchase a product that saved money for future food
purchases.
Answer Options Response
Percent
Response
Count
Yes 95.3% 41
No 4.7% 2
How much will you be willing to pay for this product?
Less than $100
$100 - $149
$150 - $199
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Saving money is a trend that seems to affect between 90 and 95% of people, so this
statistic will be able to help us keep this idea in the forefront of our marketing strategy.
My family and I would be willing to purchase a product that would contribute to making the
environment greener.
Answer Options Response
Percent
Response
Count
Yes 95.3% 41
No 4.7% 2
My family and I would be willing to purchase a product that saved money for future food purchases.
Yes
No
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This statistic is interesting because when comparing to desired behaviors, families
are wiling to purchase a green product, but it doesn’t have as much pull as lower cost or
better looking.
My family and I would be willing to purchase a product that saved money for future food
purchases.
Answer Options Response
Percent
Response
Count
Yes 95.2% 40
No 4.8% 2
My family and I would be willing to purchase a product that would contribute to making the environment greener.
Yes
No
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Again, saving money is a trend that impacts almost all people.
III) Purchasing Behavior
About how many inches tall is your refrigerator?
Answer Options Response
Percent
Response
Count
a. under 65 inches 7.3% 3
b. 65 - 70 inches 53.7% 22
c. 71-80 inches 29.3% 12
d. 81-85 inches 4.9% 2
e. above 85 inches 4.9% 2
About how many inches wide is your refrigerator?
Answer Options Response
Percent
Response
Count
a. under 30 inches 4.9% 2
b. 30-35 inches 34.1% 14
My family and I would be willing to purchase a product that saved money for future food purchases.
Yes
No
The FoodSaver Marketing Campaign 38
c. 36-40 inches 39.0% 16
d. 41-45 inches 17.1% 7
e. above 45 inches 4.9% 2
The majority of our target market has medium sized refrigerators.
How many different fresh food products do you keep in your refrigerator?
Answer Options Response
Percent
Response
Count
a. none 0.0% 0
b. 1-2 2.4% 1
c. 3-4 17.1% 7
d. 5-6 34.1% 14
e. more than 6 46.3% 19
It is important to note that 80.4% of our target market has 5 or more different fresh foods
at any given time. This shows us that there is a trend of purchasing, and the size of our
product needs to be fairly large.
How many home made meals per week do you use fresh food?
The average was 8.3
This statistic is significant since that’s only a little more than 1 per day. This explains why
preservation of nutrition is so important to our target market
How many people in a given week do you prepare meals for?
The average was 3.1
The FoodSaver Marketing Campaign 39
This also shows that the average amount of kids of our target market is 1. This shows that
we don’t need to focus to heavily on the amount, rather the aesthetic of our product.
IV) Attitudes
I think of the many people forced to go without food when I have to thrown away my own food that
has spoiled or gone bad.
Answer Options Response
Percent
Response
Count
Strongly Disagree 0.0% 0
Disagree 4.9% 2
Neutral 24.4% 10
Agree 53.7% 22
Strongly Agree 17.1% 7
This is an idea to exploit when creating our media strategy.
It is worth paying more for an environmentally friendly product.
Answer Options Response
Percent
Response
Count
Strongly Disagree 0.0% 0
Disagree 9.8% 4
Neutral 34.1% 14
Agree 46.3% 19
Strongly Agree 9.8% 4
Again, this is in like with out target market’s thought on the green movement.
The FoodSaver Marketing Campaign 40
Americans throw away too much food.
Answer Options Response
Percent
Response
Count
Strongly Disagree 0.0% 0
Disagree 0.0% 0
Neutral 7.3% 3
Agree 46.3% 19
Strongly Agree 46.3% 19
This is a good sign for producing a food saver, but is important to note that this is
America as a whole, not the target market.
V) Demographics
92% Female
Average age: 49
Average persons per household: 3
95% Caucasian
What is your total household income?
Answer Options Response
Percent
Response
Count
Less than $20,000 0.0% 0
$20,000-$26,999 0.0% 0
$27,000-$33,999 0.0% 0
The FoodSaver Marketing Campaign 41
$34,000-$40,999 8.8% 3
$41,000-$47,999 5.9% 2
$48,000-$54,999 0.0% 0
$55,000-$61,999 2.9% 1
$62,000-$68,999 2.9% 1
$69,000-$75,999 11.8% 4
$76,000-$82,999 0.0% 0
$83,000-$89,999 0.0% 0
$90,000-$96,999 8.8% 3
$97,000-$103,999 8.8% 3
$104,000-$109,999 14.7% 5
$111,000-$116,999 2.9% 1
$118,000-$123,999 0.0% 0
$125,000-$130,999 0.0% 0
$132,000-$138,999 2.9% 1
$139,000-$145,999 2.9% 1
$146,000-$149,999 2.9% 1
Over $150,000 23.5% 8
What is your total household income? Less than $20,000
$20,000-$26,999
$27,000-$33,999
$34,000-$40,999
$41,000-$47,999
$48,000-$54,999
$55,000-$61,999
$62,000-$68,999
$69,000-$75,999
$76,000-$82,999
$83,000-$89,999
The FoodSaver Marketing Campaign 42
What is the highest level of schooling you have completed or the highest degree you have
received?
Answer Options Response
Percent
Response
Count
Less than high school degree 0.0% 0
High school degree or equivalent (e.g., GED) 0.0% 0
Some college but no degree 19.5% 8
Associate degree 31.7% 13
Bachelor degree 34.1% 14
Graduate degree 9.8% 4
PhD 4.9% 2
Medium Phase # Runtime Length/Size of Ad Times/Month Price/ad Price/month
Television 3 Jul-Dec 30 seconds 20 $784.00 $15,000.00
Newspaper 1,2,3 Jan-Dec 1/4 page 30 $14.00 $450.00
Radio 1 Jan-May 60 seconds 92 $19.00 $1,748.00
Door Flyers 1 Jan 8.5x11 8600 $0.10 $860.00
Total Price Budget
$60,000.00 $15,000.0
$5,400.00 $9,600.00
$8,740.00 $860.00
$860.00 $0.00
The FoodSaver Marketing Campaign 43
Channels of Distribution
For the purpose of The FoodSaver’s preliminary test release, availability will be
limited exclusively to the Shenandoah Valley region of Virginia. This region was chosen due
to its proximity to the location of the product’s initial assembly: the factory located in
Harrisonburg, VA. As a result of this proximity, distribution will be highly cost-effective for
all consumers in the Shenandoah Valley. Because the test release of The FoodSaver is
strictly local in its relation to its point of assembly, the marketing team has decided to
forego the use of wholesalers and agents: at this stage there is simply no need for such
complex methods of distribution.
Instead, it has been decided that a “Producer -> Retailer -> Consumer” model would
best aid in the distribution of the product. As with the decision against the use of
wholesalers and agents, this choice was largely motivated by the local nature of The
FoodSavers initial release. The product will be made available at select retailers throughout
the Shenandoah Valley. This will include large dealers such as Sears and Lowes, as well as
What is the highest level of schooling you have completed or the highest degree you have received?
Less than high school degree
High school degree or equivalent (e.g., GED) Some college but no degree
Associate degree
Bachelor degree
Graduate degree
PhD
The FoodSaver Marketing Campaign 44
small retailers such as Perry’s Appliance and Blossman’s Propane Gas & Appliance. These
retailers will be the primary outlets through which consumers throughout the Shenandoah
Valley will be able to access The FoodSaver. By making the product available at both local
and large chain retailers, The FoodSaver will reach consumers who value convenience and
value, as well as consumers who appreciate supporting local businesses.
Unfortunately, the factory and its parent company do not readily possess the
necessary means to deliver The FoodSaver to retailers throughout the Shenandoah Valley.
Therefore, in order to dole out The FoodSaver to these retailers, the services of an
independent distribution company must be secured. For this purpose, the marketing team
has chosen the services of REO Distribution, a distribution firm operating right here in the
Shenandoah Valley. REO will offer tailored shipping and distribution to suit the needs of
The FoodSaver.
Sales Team:
Due to the innovation of a The FoodSaver, it is necessary to have a successful sales
team to highlight the new concept of the product. It seems to be beneficial to have a sales
team that consists of five to seven people. Too many hired sales employees would be hard
to maintain due to the young life cycle of the products creation. Five to seven sales people
would be realistic to train thoroughly in order to successful sell the product to a large
corporation such as Sears, Home Depot, Lowes, or Best Buy. It would be best to sell this
product to retail outlets because once it is purchased it can then branch out quickly to
The FoodSaver Marketing Campaign 45
numerous costumers and be very profitable. It would also be advisable to have a few highly
trained members of sales team to sell the product to costumers individually to gain interest
and hopefully utilize word of mouth, which is vital in the beginning of the products life’s
cycle.
The form of personal selling that will take place is known as order seekers. Order
seekers will go through a conventional process such as identifying customers, providing
them with information about what differentiates The FoodSaver from appliance products,
persuading them to buy, and lastly trial close such as following up with potential
consumers. The order seekers work heavily with the consumers through face-to-face
communication. With this being said it is apparent that the sales team will be outside sales
representatives. It would be most beneficial for the sales team to be physically present with
their costumers in order to bring their attention to the product.
Having The FoodSaver physically available during the personal selling sessions will
best emphasize its greatest attributes to the costumers and give them a first-hand idea of
what the product does and looks like. Face to face communication is more persuadable in
comparison to over the phone because it is more personable and less likely to have
costumers completely ignore the sales pitch.
The team of sales people that will be selling The FoodSaver must first go through a
training process. This process begins with first teaching the mechanics of sales that include
selling in a general sense with an emphasis on sales techniques. Topics that must be taught
for an effective sales person include the sales process, listening, asking questions,
negotiating value, financial justification, return on investment, selling benefits, selling value,
The FoodSaver Marketing Campaign 46
handling objections, closing, behavior styles, telephone sales, first impressions, negotiating
tactics, concessions, power, intimidation, assumptions, creativity, presentations, hiring,
coaching, and more. The second step in training will focus on what is known as company
specific training including details about the product itself. Once training begins the trainee
should be completely knowledgeable about all aspects of The FoodSaver. This includes the
function of the product, benefits, quality, the location of the making, and attributes such as
size.
Pricing Strategy:
When developing the price for a product it is necessary to take into consideration
the amount it will cost to create the product. The materials used to make the product as
well as any other manufacturing costs must be configured when deciding on an appropriate
price. It is important to still make a profit therefore the selling price must be higher then
what it will cost to make it. After reviewing other vacuum sealing products it appears that
the average selling price is about $100. This product will be more elaborate then the basic
machine that vaccum seals bags because it will be a complete drawer that will be located
inside a refrigerator, therefore, the price of the FoodSaver will be around $150. This price
was decided upon because it is more complex than other food saving systems, however, it
is not much higher because survey results showed that respondents would not pay much
more that $100 for the product.
The FoodSaver Marketing Campaign 47