Tabasco® Brand Seasoning Blend for all types of meat

Shopper Marketing Plan Group 7 April 24, 2015

Each 5 ounce pack will sell for $3.99 and is available at your favorite Kroger grocery store!

Qualitative Research

● Men age 25 - 54 who own a grill● Conducted March 9th - March 30th● 5 pairs of in-depth interviews and shop-alongs

Qualitative Research- Key findingsPre-shop● Flavor and price seem to be the biggest factors when

choosing a seasoning blend● Seasoning blends are a need based purchase and not so

much an impulse purchase● Familiarity with the brand and advocacy are big when

deciding what to buy

Qualitative Research- Key findingsShop● Spice aisles tend to be crowded with products and can be

hard to navigate● Items marked “new” or that have a fun or colorful

packaging design will grab someone’s attention● Purchases were made depending on if they liked the

brand, the packaging, or the price

Qualitative Research- Key findingsPost-shop● Majority of our consumers shop mainly at Kroger, which

allows us to focus our relationship with them for our promotion

● Yellow tag promotions and coupons are reasons to make unplanned purchases

● Consumers tend to focus on the products at eye level and aren’t usually willing to search around or bend down to find what they want unless it’s what they usually buy

● Frustration with too many options in the aisle created distress and confusion among consumers

Introductory Shopper Marketing Plan

Chill out with a grill out

Quantitative Research ResultsConcept Alone Concept with “Chill out with

a grill out” promotion

Positive purchase incentive: 38%Mean average score: 4.28 Positive purchase incentive: 66%

Mean average score: 5.55

Recommendations based on research● Consumers responded favorably to all elements but there

were a couple concerns and suggestions.o Add Facebook, raise the coupon, and have sampling in

store. These have been added to the final recommendation

● The features of the promotion that were liked most were the grill out, the coupon products, and winning the truck.

These features have been retained for the final recommendation

Check out our promotion!Giveaways● 2015 Ford F-150

o 41.8% own an American-made pick-up truck or SUV (133)

● Backyard BBQ makeover including a new Weber grillo 58.5% enjoy entertaining in their homes (108)

From this, we found that nearly 70% of our target market views their car as more than just a vehicle. They see it as a part of their identity, they tend to also use them for work, and they like American made cars.

Check out our promotion!Traveling grill out● Weekend grill outs at local Kroger stores● Try the product, simulate a tailgate

o 50.4% barbecue regularly (123) *6 month study

Check out our promotion!Coupons● $2 off Kroger chicken breasts with Tabasco Dry Rub

purchaseo 42.9% buy fresh chicken breasts (119)o 69.5% use cents off coupons to save money

(112)o 42.4% use coupons found in or on the package

(118)● $1 off digital coupon for Tabasco Dry Rub available

through Kroger App.o 56.6% use a smartphone (114)o 60.8% use web applications (117)

Check out our promotion!

Tabasco App● A place to submit pictures and recipes all for

chances to win the backyard bbq makeover giveaway

● Look up new recipeso 56.6% use a smartphone (114)o 60.8% use web applications (117)o 56.5% like trying new recipes (104)

Any questions?