Holland Robinson

Tobi Fanibi

Jack Schmidt

Lecture 3:30 PM – 4:20 PM

December 5 th, 2014

BRAND REPOSITIONING:SPAM

Original name was “Hormel Spiced Ham” shortened to “Spam” in 1937

Gained popularity after World War II Popular for soldiers:

affordable, accessible, long shelf life, & easy to transport

Was eaten for breakfast, lunch, and dinner & popular in restaurants

SPAM: BRIEF HISTORY

Who are they? Males age 18-24 College students Someone who values time &

saving money When would they use Spam?

Breakfast, lunch, dinner, or snack

In a balanced meal or in a hurry Why use Spam and not some

other “ready to eat” product? Money Versatility

Where would they most l ikely get their information on Spam? Internet, word of mouth

“Dave” & “Joe” 19 Year Old Sophomore

at the University of Wisconsin – Madison

Likes: Watching sports, playing video games, & going out with friends

Dislikes: shopping & being broke

Just moved out of the dorms and into his first apartment with friends

PROFILE OF DESIRED TARGET

Perceptions Spam is thought of as a “mystery meat” Spam is cheap & associated with low SES and economic hardships

Target Audience Male college students who are living on their own for the first time and

need a need a cheap & versatile food Objective

Stock their cabinets with Spam rather than other easy-to-make “dorm foods”

Benefit Money Versatility

Support Spam: around $2 a can Kraft Mac & Cheese: around $4.50 a box Spam Website recipes

CREATIVE BRIEF

POSITIONING STATEMENT

FOR COLLEGE STUDENTS, SPAM IS THE MOST VERSATILE FOOD THAT

COSTS LESS THAN OTHER EASY-TO-STORE FOOD ITEMS FOR THE

COLLEGE DORM.

COLLEGE STUDENTS PAY AN INCREDIBLE AMOUNT OF MONEY FOR TUITION, RENT, TEXTBOOKS, AND THE

OCCASIONAL NIGHT OUT – THEY SHOULDN’T HAVE TO SPEND ALL THEIR HARD EARNED CASH ON A BALANCED DIET. AT $2 A CAN AND AN AVERAGE SHELF LIFE OF 2

YEARS, COLLEGE STUDENTS CAN STOCK UP ON SPAM TO EASILY INCLUDE IN THEIR BALANCED BREAKFAST, LUNCH,

AND DINNER RECIPES. IF YOU’RE NOT A CHEF, IT EVEN TASTES GREAT AS A SNACK OUT OF THE CAN! IF YOU ARE A COLLEGE STUDENT STRUGGLING TO SAVE SOME CASH,

YOU NEED TO GIVE SPAM A TRY.

For college students, SPAM is the most versatile and timeless food that costs less than other

easy-to-store food items for the college dorm.

College students pay an incredible amount of money for tuition, rent, textbooks, and the occasional night out – they

shouldn’t have to spend all their hard earned cash on a balanced diet. At $2 a can and an average shelf life of 2 years, college students can stock up on SPAM to easily

include in their balanced breakfast, lunch, and dinner recipes. If you’re not a chef, it even tastes great as just a snack out of the can! If you are a college student struggling to save some

beer money, you need to give SPAM a try!

POSITIONING STATEMENT

POSITIONING MAP

Spam > Kraft Mac & CheeseCheaperMore Versatile

Feature “cool,” but relatable young men in the commercial

SPAM: THE COMMERCIAL

Feedback?Opinions?Thoughts?

ANY QUESTIONS?

THANK YOU!

History Very popular in folklore and popular culture as a “mystery meat” The name SPAM was chosen in 1937 when the original name (Hormel Spiced Ham)

started to lose market share World War II was when SPAM was at it’s peak…it was served for breakfast, lunch,

and dinner Originally purchased for its affordability, accessibility, long shelf life, and ease of

transportation Although SPAM is popular and still consumed in almost 30% of American

households, it is associated oftentimes with economic hardship Residents of Hawaii consume the most SPAM in the US

Sometimes referred to as the “Hawaiian Steak” and is served at McDonalds and Burger King

Has a different reputation in Hawaii than the mainland United States…not associated with economic hardship

Commonly dismissed by food elites and comedians as “Something posing as meat” www.spam.com/spam-101 www.mintel.com www.wikipedia.com/wiki/spamfood

APPENDIX

Perceptions SPAM is associated with times of economic hardships, used in poorer

households as a cheap way to put “meat on the table” People know that SPAM is cheap

Target Audience College students who are living on their own for the first time and need a

cheap and versatile food Objective

Switch from other convenient easy-to-make “dorm foods,” like Kraft Mac and Cheese, and try SPAM which has a variety of options

Benefit By buying SPAM, college students can save money and have a staple food on

hand for Breakfast, Lunch, and Dinner SPAM has a long shelf life (2-5 years)

Support SPAM is now selling for around $2 a can at most, compared to around $4.50

for a box of Mac and Cheese SPAM website offers countless recipes for Breakfast, Lunch, and Dinner

APPENDIX – CREATIVE BRIEF