GardenburgeGardenburgerr

GardenburgeGardenburgerr

Eat PositiveEat Positive

Ronald DewsRachel MangioneShonda Ranson

Ronald DewsRachel MangioneShonda Ranson

Origins of Origins of GardenburgerGardenburger

Origins of Origins of GardenburgerGardenburger

Started in 1981 by Paul Wenner in Oregon

Gardenburger, Inc. filed for bankruptcy in 2005

Became Wholesome & Hearty Foods Company in 2006

Bought out by Kellogg in 2007 (who also owns competing brand Morningstar)

Analyses of current Analyses of current marketing planmarketing plan

Analyses of current Analyses of current marketing planmarketing plan

Grass roots movements

Cultural creatives

Specialty foods

CEO Lyle Hubbard’s CEO Lyle Hubbard’s VisionVision

CEO Lyle Hubbard’s CEO Lyle Hubbard’s VisionVision

“Grow the meat alternative market, making the category and Gardenburger’s products, part of Mainstream America”

Patricia BarrPatricia Barr43 year old suburban mother of 3

budget conscious, middle class

primary caregiver

pass-times:

attending kids’ events

prime time television

extended family gatherings

Mainstream Mainstream messagemessage

Mainstream Mainstream messagemessage

Suburban, middle-class families

Busy with family activities

Budget conscious

Concerned that fast meals are not healthy

"Healthy, fast alternative without breaking the budget"

IMC for mainstreamIMC for mainstreamIMC for mainstreamIMC for mainstreamMeat aisle slotting

Placement and position

Food Network

week (Veg Week)

Branding, advertising, PR

Food Network Commercials

Gardenburger prize giveaway must register online

CRM, Promotion, Advertising

Creative recipe contest

Coupons, direct mail, web adverts

CRM, Promotion, Advertising

PSA on cost reduction

Production and will run for free in PSA slots

Position, PR

Frozen meals on the go

New packaging

package, placement, position

Ron’s PSA to be embedded here

Kaylee ReyesKaylee Reyes20 year old college

student

limited budget

involved in campus civic club

pass-times:

hanging out with friends

going to movies

recreational volleyball

Alternative messageAlternative messageAlternative messageAlternative message

VegetarianLate teen to 20-somethingCollege student, low-budgetPolitical, civic, cause-oriented Tech-savvy“Eat Positive -- even on a student’s salary”

IMC for alternativeIMC for alternativeIMC for alternativeIMC for alternativePartnership with SoBe or Life Water

New packaging, but shared cost, + promotion on their packaging promotion, limited run

University Promo

Care packages from parents

Orientation gift promotion, position,

GBR Phone App

Online or download the app to find the nearest Gardenburger seller near current position

position, placement

Budget Budget ConsiderationsConsiderations

Budget Budget ConsiderationsConsiderations

Last known earnings for Gardenburger in 2005 was $46.1 million

Kellogg netted over $1 billion in 2007 4Q

Kellogg budgets 18% upfront for marketing costs

Proposed plan is only 2% of Gardenburger’s 2005 earnings

Mainstream IMC

Alternative IMC

SummarySummarySummarySummaryTwo strategic markets: alternative & mainstream

Alternative Message

Eat Positive -- even on a college student’s salary

Mainstream Message

Healthy, fast alternative without breaking the budget

Budget Considerations

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