Final Project

Analysis by: Ronda Lopez

Course: Marketing 1030

Instructor: Ahmad Kareh

Date: April 20, 2016

For more than 100 years, the world’s premier marketer of red pepper sauce has been churning

out is mainstay product with no sense of urgency about diversifying its line. The family-owned

McIlhenny Co., makers of the Tabasco sauce that all but owns the hot sauce market, started

marketing other products only in 1973, when they introduced a Bloody Mary mix, followed by a

picante sauce in 1982. Now they offer Tabasco Brand 7-Spice Chili Recipe mix, which plays off

the strong heritage and widespread awareness of the Tabasco brand.

Tabasco is to red pepper sauce what Xerox is to copiers. Despite repeated buyout offers, the

McIlhenny family has remained dedicated to preserving the old family recipe. The sauce is

aged in oaken vats on remote Avery Island, deep in Louisiana Cajun country and headquarters

for the company. The fiery sauce is difficult to duplicate because of the Central American

Capiscum peppers used in the aging process, which involves mixing them with the local salt and

vinegar.

Tabasco got its start in 1865 when Henry McIlhenny used peppers brought from Mexico’s

Yucatan Peninsula to create the sauce. For four generations, each patriarch has taken a daily

walk, dressed in suit and tie, through the fields of peppers during the fall harvest to personally

inspect the crop’s quality, examine the mash in the vats, and watch the shipment of bottles. For

more than a century, neither the bottle nor the name nor the logo has changed.

The chili mix is made from the finest vine-ripened tomatoes, green chilies, diced onions,

genuine Tabasco pepper sauce, and a blend of seven herbs and spices known only to the

company. All you add is fresh beef. The sauce comes in a “spaghetti sauce” jar. The label

reads, “Tabasco Brand 7-Spice Chili Recipe. McIlhenny Co.”

Tabasco dominates the hot sauce category with 30 percent of the market. And it is a growing

market, riding the crest of a wave of popularity for spicy foods.

The ease of this recipe, just add fresh beef.

Currently is the premier marketer of red pepper sauce.

Family owned; passed down from generation to generation.

Difficult to duplicate due to the unique products used in recipe.

Strong brand name; widely known.

Passionate customers.

Company has been in the market for over 100 years.

Limited product offerings – limited consumer base.

Family owned business could have limited financial budgets.

Product could be affected by the weather/natural disaster.

Relies on brand name to sell product.

Not strongly advertised.

Great party food. Target parties and gatherings.

Radio and online advertising during lunch hours (for dinner tonight).

Target TV advertising during weekend cooking shows.

Offer different spicy products.

Reduce packaging costs by offering chili making starter kits that are

dry.

Make a ready to eat chili.

Other chili starter mixes from well-known brands like Hunts and

Bush’s Best.

Competitions’ ready to eat chili.

The internet offers numerous chili recipes.

Other quick and easy meals.

Primary target marketing is for parties and gatherings - Advertise just before holidays and during the summer

Chili is a perfect party food, especially one that can be prepared quickly. Word of mouth advertising during the gatherings is a bonus.

Chili is a great competition food/chili cook off – bring the best chili to the party.

Secondary target market is adults ages 30 to 50 - Ongoing advertising

Working adults who want hearty meals that don’t require a lot of time or energy in shopping for ingredients or cooking.

Women who want to provide a manly meal for her husband.

Men who want an easy to prepare manly meal.

Since the basic concept behind the Tabasco 7 Spice Chili Mix is all you need is beef to create a meal, all marketing messages for will be consistent with the theme:

All advertisements will emphasize being quick, delicious and simple.

Traditional Marketing TV advertisement

Radio advertisement

Promotions Coupons

Point of purchase displays

Web/Social Media Mobile marketing

Website

Not complete – this is an outline of the commercial.

Commercial starts with a couple walking into the kitchen of a party with a crock pot of chili.

Mexican décor – piñatas, a couple of people in sombreros. Plates and bowls of bright colors are

displayed. Kids running through the kitchen. Background commotion.

Main couple split up, man goes toward a group of guys in celebration “Hey man” “so glad you came”.

Women goes toward the counter where other women are standing. They admire her chili. “That looks

so good” another woman says.

Main woman says “it’s so delicious, I make it all the time for Mike. It’s a quick, simple meal. Don’t tell

anyone else but all I do is mix Tabasco 7 Spice Chili Starter Mix with ground beef”

Another husband comes close, looking over shoulders. He points at the chili and says “get me a bowl of

that, will ya?” then kisses his wife on the cheek and leaves.

2nd woman says “I hope we don’t run out, he can EAT, and he loves chili”.

Main woman opens her bag to show a jar of the chili mix. “Don’t worry, I thought it might get eaten’

quickly so I brought enough to make more. Like I said it’s super simple to make.

Screen is filled with a picture of the Tabasco 7 Spice Chili Start Mix Jars (Spicy and Original)

Narrator: Tabasco 7 Spice Chili Start Mix – it’s Quick, with a Delicious Kick!

(Background music: a remake of the song Tequila, original by The Champs)

(Two friends talking about the Cinco de Mayo party this weekend)

1st friend: Hey the Cinco de Mayo party is this weekend, what you are bringin’? I’m bringin’ the most

delicious chili ever! I make it with Tabasco’s 7 Spice Chili Starter mix.

2nd friend: I don’t know. Probably chips.

1st friend: Chips, that’s it?… They’ll be great with my chili. It’s kinda spicy, it has the perfect amount of

kick to it. All it takes is the mix and some ground beef. I think it’s so good. I can’t wait for you to try it.

2nd friend: I love chili.

1st friend: It’s so easy; I make it for dinner on weeknight a lot. Gotta go, see ya Friday.

Narrator: Pick up a jar of Tabasco’s 7 Spice Chili Starter and try it this weekend. It’s quick, with a

delicious kick!

Buy one Spicy or Original Tabasco 7 Spicy Chili Starter

Mix and get one FREE. One coupon per purchase. No valid with any other

coupon or offer. Coupon expires September 31, 2016

Simply add fresh ground beef for a delicious meal.