ARTISAN MEATS MARKETING PLAN

HISTORYArtisan Meats, formerly Hartmann’s Old World Sausage, has proudly been in business for over 50 years. Originating as a small storefront “mom & pop” butcher and deli providing traditional homemade sausage and European delights, we have evolved into a thriving artisan business, truly producing some of the best sausage and charcuterie in the world.Operating out of a modern, 23,000 square foot facility in the heart of the Finger Lakes region of Western New York State, we handcraft premium products true to old-world recipes and flavors, utilizing modern technology that allows us to streamline our production. With a current operating capacity of up to 10,000lbs per day (40,000lbs per week), we still prepare our products in small batches using only the best ingredients; whole cuts of meat (no trim), real spices, real fruits, real vegetables and no MSG or fillers in any of our products.The future is bright for Artisan Meats, with the recent addition of a larger smoke house and 2 industrial high pressure/low pressure boilers to provide culinary steam for an even better product, forward momentum is happening! We are excited about where we are headed and want to bring you along as we continue to provide outstanding, authentic, old-world style sausage and charcuterie!

OUR PURPOSE Our Brand: International Recognition, Handmade Products in small batches,

and European sausage and charcuterie inspiration

Who (do we serve): Business to Business

What (do we offer our consumers): Unique products that meet a wide variety of pallets

How (do we meet consumer needs): Following health and food trends, as well as producing safe products and being involved in safe systems (SQF/HACCP)

MISSION AND VISION STATEMENTS

Mission Statement: Our mission is to produce the highest-quality, handcrafted sausage and charcuterie to our clients, by offering products that are free of fillers, additives and MSG. We are, and will continue to be, committed to continuous improvement while providing our customers with a safe product and consistent quality.

Vision Statement: Our vision is to be the preferred supplier in our industry by utilizing more distribution outlets, social platforms and enhancing our brand. To achieve our goals, we continually strive to exceed our customers’ expectations and all regulatory requirements.

IMPLEMENTING OUR VISION SQF Certified

Expansion

New Boilers to expand product

lines

VALUES (WHO WE ARE) Integrated Work Environment Corporate Social Responsibility (Giving

back to our surrounding community) SQF/HACCP Quality System Certified Global Food Safety Initiatives (GFSI,

SQF 7.2 Edition), which is independently audited by an international auditing agency on a regular basis and by establishing and reviewing food safety and food quality objectives

IFFA Gold Medal Recipient

Goals

Teamwork

Motivation &

Hard work

Organization

SWOTStrengths:

• SQF Certified • Variety of Products• Hand Crafted• Small batches• High quality

Weaknesses:

• Internal Communication• Brand

Awareness/Rebranding Identification

Opportunities:

• New Markets• New Product Lines• Virtual Trainings

(standardization/consistence)

Threats:

• Competitors of similar products

• Internal Management/Hierarchy

TARGET MARKET Demographics

- Income: 65,000 and above- Age: 30-70 years old-Predominantly Male

DEMOGRAPHICS – INCOME BREAKDOWN

< $35,000 $35,000-$44,999

$45,000-$62,499

$62,500-$87,499

$87,500-$112,499

$112,500-$149,999

$150,000+0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Income • Income ranges have a similar trend for both breakdowns. The majority of customers are falling about $62,500 and up.

• Deli customers represent 79.6% with incomes higher than $62,500 which Meat is at 73.9%

DEMOGRAPHICS-FAMILIES/FOODIES

Yes No0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%

56.4%43.6%

57.5%

42.5%

Families

Meat Items Deli Items

Yes No0.0%10.0%20.0%30.0%40.0%50.0%60.0% 53.6%

46.4%45.2%54.8%

Foodies

Meat Items Deli Items

• Both Meat and Deli customers are relatively close when looking at the Family Breakdown.

• Meat customers have a higher percentage that are considered Foodies than the Deli customer.

DEMOGRAPHICS- AGE OF HEAD OF HOUSEHOLD AND HOUSEHOLD SIZE

<30 30 to 39 40 to 49 50 to 59 60 to 69 70+0.0%10.0%20.0%30.0%

4.8%

17.0%20.9%

24.6%19.2%

13.6%

3.2%

13.1%20.7%

26.3%21.1%

15.6%

Age of Head of Household

Meat Items Deli Items

1 2 3 4 5+0.0%5.0%

10.0%15.0%20.0%25.0%

14.7%

22.7% 22.8%17.9%

21.8%

13.2%

23.1% 23.3%18.3% 22.1%

Household Size

Meat Items Deli Items

• The largest age range for both falls between 50-59 years old.

• Meat has 64.7% between 40-69 years old and Deli has 68.1% falling in the same range.

• Two, Three and 5+ people in the household all represent around 22% of customers.

MEDIA PLANThis plan is designed to maximize consumer awareness and attract consumers to purchase our products through our wholesalers and website outlet throughout our region. Target Audience: Ages 30-70 years old with an average income of $62,500+ Media Strategy and Plan:

-Advertising Budget- TBD-Establish Advertising and Marketing Objectives: Goals/Benefits desired

- Media outlets selected: Email blast (showing featured products, holiday specials), Facebook (local events/news, recipes), Twitter (events, newsletters)

-Strategy for allocating the budget to geographic areas- TBA-Reach and frequency levels desired by months and/or quarters- TBA-Effective reach and frequency levels per typical month- TBA

EXECUTION Print (folders, flyers, handouts- Portfolios) Ads (magazines, newspapers) Social media (Facebook, Twitter)- pair Facebook recipes posts with

Wegmans logo products to ensure that consumers are associating the Wegmans logo as our products

E-commerce (emails, websites)- need to update website to become more tech savvy and user friendly in terms of cell phone convertor

In-store advertising- create a display for the cooler at Wegmans, highlighting the International gold medal winners (perhaps with a display that has the gold medal icons with the featured winners and a description) this type of display would attract consumers to our products and potentially increase the gold medal products!

EVALUATION The company can be evaluated based on whether or not we met our

advertising and marketing objectives. This can be judged based on the following criteria: all future review to explore after marketing and advertising has been implemented for a period of time.

- Analysis of Sales: Whether or not we established a market share, whether or not we received a positive return on advertising investments

-Campaign Survey: Measuring whether consumers has a positive experience with our products or not, rate overall brand appeal, perception of brand, perception of product and quality

Artisan Meats585-266-4960sales@artisan-

meats.com