Macc nut swot
Transcript of Macc nut swot
MACNUTT & CO. Prepared for Ad/PR Campaigns
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THE MACADAMIA NUT
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FROM HERE TO THERE
1882 by William H. Purvis
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THE TREE
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THE FRUIT
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THE FINAL PRODUCT
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THE PROCESS
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TOUGH NUT TO CRACK
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SITUATIONAL ANALYSISMarket Trend: Recovery
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THE NUTRITION FACTS
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• Profitable Market Trend
•No use of hybrid seed
• Perception: Luxury, Gourmet, Quality
• Cause-based product
• Claims: Fresh Taste, Whole Nuts
STRENGTHS
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STRENGTHS
•Health Angles
• Rich source of energy
• High in MUF
• Lowers cholesterol, risk of heart disease, high blood pressure
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STRENGTHS (OIL)
• High smoke point - Good for frying
• Long shelf life
• Unique taste - “Butter”
• Extra virgin and cold pressed
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WEAKNESSES• Lack of brand cohesion/
uniformity between products
• Lack of coherent packaging from their desired positioning
• Bulk only model (no national chains)
• Perception as fatty nut or candy
• Highest fat and caloric content per ounce
•No organic/fair trade label
•No positive association between Africa and nut
•No online presence
• Limited variety
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OPPORTUNITIES• Cooking oil: Comparatively low product
proliferation
• Creative packaging to it position and brand image
• Tell the story: exotic product from Swaziland
• Create healthy perception of nut: point to assets
• Appeal to audience emotional needs, create emotional connection (stories)
• Uniform label and branding for upscale market
GourmetHealthy
Social Cause{Tuesday, March 5, 13
THREATS• Low retail visibility
• “Misconception” of nutrition facts
• Audience is educated. Why “Africa?”
• Nut: High product proliferation
• Healthier and cheaper alternatives
• Online nut stores
• Food industry tendency to cheap oils
• Austin Nuts
• “Fresh Out of Africa” is already a registered Kenyan macadamia nut comany
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THE PROBLEM
• Perception problem
•Quality assurance issues
• Incoherent positioning
•Non-existent share of voice
• B2B Model
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THREE KEY TAKEAWAYS
GourmetHealth Social Cause{
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OTHER OBSERVATIONS
• Price point - Cheaper for nut/ higher for oil?
•Not planted in the US (the locavore connection)
• Internal communication
• Production issues
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EVEN MORE...
• Strategies/Tactics?
• Gourmet supermarkets - Whole foods, Trader Joe’s
• Cause-Oriented Boutiques
• Restaurant partnerships
• Increase variety
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