Mr. Aton’s Global Enterprises Gourmet Barbecue Sauce

Market Outlook

- More than 15 million grills and smokers were shipped in North America in 2010, an increase of (0.5%) overall from 2009.

- Eighty-two percent of North American households own a grill or smoker.- The majority of grill owners use their grills year-round (56 percent).

- Meats, including burgers (85 percent), steak (80 percent), hot dogs (79 percent), and chicken (73 percent) top the list of the most popular foods prepared using a grill – followed by sausage/bratwurst (55 percent), ribs (53 percent) and pork chops (50 percent).

- One-third (33 percent) of consumers agree that food cooked on the grill is healthier than food cooked in the kitchen, while 63 percent view it as just as healthy.

resource: The Hearth, Patio & Barbecue Association (HPBA) 2011

Market Outlook

-Cooking sauces and the dressings sector has performed well in recent years.

-According to Bureau of Labor Statistics data, the average amount of time - people spend preparing meals increased 10% between 2005-2010.

-The amount of money households spent on food at home rose 10% during this time period.

-According to Mintel’s “Cooking Sauces and Marinades—U.S., April 2011” report $3.7 billion was spent on cooking sauces and marinades.

-The cooking sauces market gained 25% in total U.S. retail sales between 2005-2011.Resource: Mintel’s cooking sauces and marinades US report 2011

Market Outlook - Mintel anticipates the market will grow 19% (or 3 to 4% annually) during 2011-2015,

with sales reaching $4.4 billion in 2015.

- Barbecue sauces make up 18% of the market (estimated $684 million in 2011).

- That’s an increase of 10.7% from 2008-2010.- - Ethnic sauces represent 19.4% in total U.S. sales, accounting for $712 million in 2010.

- During 2008-2010, sales gained 7.7%.

- Mintel predicts ethnic sauces to perform solidly for the next five years, topping $880 million in sales in 2015.

- Resource: Mintel’s cooking sauces and marinades US report 2011.

Product Placement

• Product placement should be in a well lit area at eye level for the consumer.

• The product should be located in the gourmet section that allows for differentiation.

Target Audience

• Lifestyle Segmentation: combines psychographic and behavioral segmentation to answer the questions: How do I like to spend my time? How do I live my life?

• Target Customer– Outdoors Enthusiasts– Travelers– Upscale Shoppers– Homebodies

Our Target Market

1) Restaurants

2) Grocery store customers

3) Internet customers

4) Special order customers

5) Affluent customers

Key Demographics• Demographics:• - Age 25 to 64• - Income over 40K per year• - High school and College educated• - Outdoors Enthusiasts

• Publix’s • - Middle Class neighborhoods• - High School and College educated• - Shopper with core values on health• - Weekly shoppers (seek different food items)

SWOT ANALYSIS-Weaknesses

• Barbecue sauces appear more regularly on restaurant menus.

• Sales have declined in this area due to a decrease in restaurant clientele.

• Americans’ have a declining per capita meat consumption.

Strength's

• Great product value.• Excellent taste.• Increased demand for ethnic products.• The barbecue sauce market is projected to

increase in the United States.• Ready to use. No additional preparation

needed.• Excellent complement with fine meats.

Threats

• Other competitors.

• An increase in innovator products introduced to the market.

• A decrease in household expendable income.

Opportunities

• Increase sales and product exposure through increased demand for ethnic gourmet sauces.

• Product placement and positioning in key strategic markets to drive sales.

• Room for increase share of gourmet sauce market.

• Strengthen product brand loyalty through exposure to a more affluent demographic.

PACKAGING

Product Promotions• Commercial Launch: Introducing Mr. Aton’s gourmet barbecue sauce at

industry trade shows. This will allow our product to obtain the attention of the industry and the distributors it most fits, so in the future when we are ready to expand our market there will be an enthusiastic buzz already going around about the product.

• • Public Launch: use mediums such as:• Internet• Restaurants• Radio• Social Network Advertisements• Print Media• Traditional advertising mechanisms

Press Release for Product Introduction

• Mr. Aton is Here!• Publix’s is leading the way in customer choice

by supporting the launch of Mr. Aton’s gourmet products. The introduction of this innovative and delicious gourmet product line will satisfy the most exquisite connoisseur. Mr. Aton’s gourmet products have been satisfying customers for the last 20 years.

Press Release for Product Introduction (CONT)

• Summary

Our corporation has launched Mr. Aton’s gourmet products to satisfy the needs of today’s customers whose greatest concern is quality product at a discerning price. It also maintains the importance of being healthy and environmentally friendly.

Press Release for Product Introduction(CONT)

•Due to the increasing demand for credit card security by customers across the nation, our corporation has decided to market the Green Thumb biometric credit card machine. This product aims to solve the issue of credit card fraud by offering the biometric thumb feature. Not only does this feature eliminate the use of plastic credit cards use for the consumer, it will also potentially save the banking industry billions of dollars in the future by reducing the rate of credit card fraud.

We recognized a lot of patrons were suffering from identity theft and a product needed to be introduced to decrease the consumers affected by this issue. “We are very confident that our product will live up to the expectations of our target group and future customers.”

The main features of the Green Thumb are:• reduces fraud by having the consumer use their thumb print to make purchases

• • ease of use for customer and merchant• • environmentally friendly feature

• modern look and handy design• state-of-the-art technology

Combining the credit card machine with the biometric feature seems to be a great help for people who have constant battles with lost or stolen credit cards, want the ease of use and understand the importance of being environmental friendly. Last but not least its contemporary design that - in the tradition of form follows function -will assist with everyday practical handling will surely make The Green Thumb the first choice for future purchases in the retail industry.

Product Launch• The product launch will consist of in store presentations leading up to the launch

date, _________. We will tour the biggest markets for Publix’s with several teams. These teams will demonstrate to the store management and customers the great case of Mr. Aton’s products. During our product launch, we will focus on the enhanced flavors and versatility with cooking as a marketing point.

• During these in store presentations, the team will meet with the management and

emphasize to the company’s leaders the impact Mr. Aton’s product line will have on their company.

• In the stores where we will not being doing in-store presentations, we will instead

set up video presentations at the cash registers and throughout the store to pique the interest of the consumers. These videos will have an exciting infomercial constantly playing so that as the customers shop or check out they will have Mr. Aton’s products imprinted in their mind.

Brand Personality

• Creation of a strong brand emphasis on:– Quality– Convenience– Taste– Nutrition/healthy

Positioning statement: “Mr. Aton’s gourmet barbecue sauce