group 7_oscar mayer
TRANSCRIPT
7/23/2019 Group 7_Oscar Mayer
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OSCAR MAYER : STRATEGICMARKETING PLANNING
CASE DISCUSSION BY :• RONAK SHARMA
• MOUKTIK ADAK
• SHAGUN BHATNAGAR
• SANKET ROY
• POOJA RAWAT
• UTKARSH PRASAD
• NIKHILESH S
• AMBER A.
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SO WHAT IS IT ALL ABOUT ?
Marcus McGraw Pr!s"#!$% & Oscar Ma'!r ())# D""s ,ac"$- a c)/0!1 2us"$!ss c3a00!$-! :
• McT"!r$a$ c)r/. c)$su0%"$- 4r + 3as c)! )u%a0ar"$- ar5!% r!s!arc3 r!/)r%.
• D"6!r!$% )/"$")$s a$# *"!ws 2' 7 ), %3! 2!s% a
a% Oscar Ma'!r %) c)$%r)0 %3! s"%ua%")$.
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Mar5!% R!s!arc3 R!/)r% : H"-30"
Processed meat market is undergoing turbulent ch
Tra#"%")$a0 r!# !a% /r)#uc%s ar! u$#!r a%%ac5 ,2!"$- %)) 3"-3 "$ ,a% c)$%!$%.
R!c!$% ac8u"s"%")$ ), L)u"s R"c3 I$c. %ur5!' 2as
w3"%! !a% /r)#uc% 0"$!+ 3as /a"# )6 . H)w!*!r & %3%) 2u"0# %3! s!c)$# 2ra$# "s 3"-3. A0s)& %3! -r)w%3 rs0)w.
Gr)w"$- c)/!%"%")$
Tar-!% au#"!$c! c)$s%a$%0' 0))5"$- ,)r $!w /r)%3a% ar! ,as%!r a$# !as"!r %) us!.
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T3! #"*"s")$ s3)u0# c)$%"$u! %) ,)cus )$ 2r)a#!$"$-c)$%!/)r";"$- "%s /r)#uc% 0"$!s a-a"$s% !!r-"$- 3!ac)$*!$"!$c! %r!$#s & w3"0! car!,u00' a00)ca%"$- "%s "$*!
)$"!s %) #!0"*!r 2)%3 s3)r% ru$ a$# 0)$-!r ru$ /r)4%s
Su--!s%")$s =
• A## $!w 2!$!4%s %) curr!$% /r)#uc%s
• S%r!$-%3!$ 9 D"*!rs",' /r)#uc% 0"$!s *"a ac8u"s"%")$s
• I$%!r$a00' #!*!0)/ $!w /r)#uc%s %3a% %a/ %3! $!w $!!
M
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HERE COME THE COWBOYS
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ROB GOODMAN = LOUIS RICH CATEGORMANAGER
White meat products are on trend
Boost our brand awareness-Switch to Rich
Campaign
Introduce new products-LR turkey bacon
&Great Roast Turkey
Increase d!ertising and "romotion Budget by
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JANE MORELY = DIRECTOR & (INANCE PLANNING
'ocus on c(uisitions o) sma
companies
Chicken Rite Inc*
Turkey Time Ltd*
Crabbies Inc*
%y +pinion, Turkey Time
Cosest to our know how
LR .pansion
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JIM LONGSTREET
ddress changing consumer i)e
styes
In!ent a new category o) )ood ,
0appetities, %iniaturi1ed )amiy
)a!ourites2 3'ast )ood at home
'ree1er to microwa!e to mouth in
45 Seconds
Lunchabes, Idea )or working mom6s*
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ERIC STANGER = @P & OSCAR MAYER
Get back to the basics on +% Business ,
Take 859 per package price cut on top : +%
branded items
Increase the &" Budget by # $; %%
Reinstitute the Wienermobie promotiona
programme
'ormuate a ow )at & sat ine o) +% Brand th
R&<
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BCGM)#!0
APPETITES
LUNCHABLESWHITEMEAT
RED MEATOSCAR MAYERSSTU((S N BURGE
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STRATEGIC DECISION MAKING
W>T C>/G< T> "RSI</T6S "RS"CTI?
W>T STRTGIC <CISI+/ %AI/G "R+CSS
%cGRW "=RS=@
• The report produced by %cTiernan showcases
chaenges +% is ikey to )ace in the near )utur
• The responses gi!en by the managers regard
the present scenario changes the perspecti!e o
"resident*
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• WHAT STRATEGIC DECISION MAKING PROCESS DOMcGRAW PURSUE?
Ass!ss"$- %3! /r!s!$% sc!$ar")
R!*"!w %3! ar5!% a$# 2!%s as /r!s!$%!# 2'c)$su0%a$%
E*a0ua%! %3! a0%!r$a%"*!s /r)*"#!# 2' %3! ,)ura$a-!rs
("$a0 D!c"s")$
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'a!oured<epartment
Louis Rich +scar %ayer Inno!ation
Louis Rich • S0)w!# -r)w%3 ra%! • (u$#s r!8u"r!# ,)r"$$)*a%")$ w"00r!#uc! #u! %) AP
•
+scar %ayer • S3",% "$ ,)cus ,r)curr!$% c)$su!r%r!$#
• N) $!w /r)#uc%s "$%3! /"/!0"$!
•
Inno!ation<epartment
• R"s5 ), 0)s"$-ar5!% s3ar!
• R"s5 %) %3! /r)#uc%"$ cas3 c)wca%!-)r'
•
c(uisitions • R!#uc%")$ "$ AP • R!#uc%")$ "$ AP • D!*!0)/!$% ), "$3)us! /r)#uc% -!%sa6!c%!#
NEGATI@E E((ECTS AND THEIR MITIGAT
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COMPETITION
• Strength o) competitor
• "roducts according to market
trend
• /ew technoogy
• Lower prices
• 7ect on +scar %ayer
• Reduction in %arket share
•
Loss in brand !aue• In!estment
• &"
• c(uisitions
• R&<
• Weakness o) competitor
• Low on market share
• Low (uaity products
compared +%LR
• 7ect on +scar %ayer
• I) prices are reduced ost
market share can be
regained• In!estment
• R&<
• &"
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?IBILITD STRTGD
%ost !iabe ric Stanger-+scar %ayer
Second most !iabe Eane %orey-c(uisitions
Least !iabe Rob Goodman- Louis Rich
@IABILITY O( OPTIONS
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?IBILITD STRTGD
ric Stanger-+scar %ayer
• Reduction in prices may ead to higher market share• R&< resources to )ormuate a ow )at ine )or +% produc
Eane %orey-c(uisitions
• .pansion o) LR is possibe• >eathy & con!enient product at reati!ey ow risk
@IABILITY O( OPTIONS
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"R+<=CT STRTGD
Lunchabes
• %ore ikey to succeed• asy to pack • Idea )or working moms• >igh appreciation2 Low e7ort
0appetites • Less ikey to succeed• Simiar to )aied )ro1en product-+% Stu7 / Burg• Same od )ast )ood*
LUNCHABLES OR APPETITES?