spam powerpoint - without video
TRANSCRIPT
Holland Robinson
Tobi Fanibi
Jack Schmidt
Lecture 3:30 PM – 4:20 PM
December 5 th, 2014
BRAND REPOSITIONING:SPAM
Original name was “Hormel Spiced Ham” shortened to “Spam” in 1937
Gained popularity after World War II Popular for soldiers:
affordable, accessible, long shelf life, & easy to transport
Was eaten for breakfast, lunch, and dinner & popular in restaurants
SPAM: BRIEF HISTORY
Who are they? Males age 18-24 College students Someone who values time &
saving money When would they use Spam?
Breakfast, lunch, dinner, or snack
In a balanced meal or in a hurry Why use Spam and not some
other “ready to eat” product? Money Versatility
Where would they most l ikely get their information on Spam? Internet, word of mouth
“Dave” & “Joe” 19 Year Old Sophomore
at the University of Wisconsin – Madison
Likes: Watching sports, playing video games, & going out with friends
Dislikes: shopping & being broke
Just moved out of the dorms and into his first apartment with friends
PROFILE OF DESIRED TARGET
Perceptions Spam is thought of as a “mystery meat” Spam is cheap & associated with low SES and economic hardships
Target Audience Male college students who are living on their own for the first time and
need a need a cheap & versatile food Objective
Stock their cabinets with Spam rather than other easy-to-make “dorm foods”
Benefit Money Versatility
Support Spam: around $2 a can Kraft Mac & Cheese: around $4.50 a box Spam Website recipes
CREATIVE BRIEF
POSITIONING STATEMENT
FOR COLLEGE STUDENTS, SPAM IS THE MOST VERSATILE FOOD THAT
COSTS LESS THAN OTHER EASY-TO-STORE FOOD ITEMS FOR THE
COLLEGE DORM.
COLLEGE STUDENTS PAY AN INCREDIBLE AMOUNT OF MONEY FOR TUITION, RENT, TEXTBOOKS, AND THE
OCCASIONAL NIGHT OUT – THEY SHOULDN’T HAVE TO SPEND ALL THEIR HARD EARNED CASH ON A BALANCED DIET. AT $2 A CAN AND AN AVERAGE SHELF LIFE OF 2
YEARS, COLLEGE STUDENTS CAN STOCK UP ON SPAM TO EASILY INCLUDE IN THEIR BALANCED BREAKFAST, LUNCH,
AND DINNER RECIPES. IF YOU’RE NOT A CHEF, IT EVEN TASTES GREAT AS A SNACK OUT OF THE CAN! IF YOU ARE A COLLEGE STUDENT STRUGGLING TO SAVE SOME CASH,
YOU NEED TO GIVE SPAM A TRY.
For college students, SPAM is the most versatile and timeless food that costs less than other
easy-to-store food items for the college dorm.
College students pay an incredible amount of money for tuition, rent, textbooks, and the occasional night out – they
shouldn’t have to spend all their hard earned cash on a balanced diet. At $2 a can and an average shelf life of 2 years, college students can stock up on SPAM to easily
include in their balanced breakfast, lunch, and dinner recipes. If you’re not a chef, it even tastes great as just a snack out of the can! If you are a college student struggling to save some
beer money, you need to give SPAM a try!
POSITIONING STATEMENT
POSITIONING MAP
Spam > Kraft Mac & CheeseCheaperMore Versatile
Feature “cool,” but relatable young men in the commercial
SPAM: THE COMMERCIAL
Feedback?Opinions?Thoughts?
ANY QUESTIONS?
THANK YOU!
History Very popular in folklore and popular culture as a “mystery meat” The name SPAM was chosen in 1937 when the original name (Hormel Spiced Ham)
started to lose market share World War II was when SPAM was at it’s peak…it was served for breakfast, lunch,
and dinner Originally purchased for its affordability, accessibility, long shelf life, and ease of
transportation Although SPAM is popular and still consumed in almost 30% of American
households, it is associated oftentimes with economic hardship Residents of Hawaii consume the most SPAM in the US
Sometimes referred to as the “Hawaiian Steak” and is served at McDonalds and Burger King
Has a different reputation in Hawaii than the mainland United States…not associated with economic hardship
Commonly dismissed by food elites and comedians as “Something posing as meat” www.spam.com/spam-101 www.mintel.com www.wikipedia.com/wiki/spamfood
APPENDIX
Perceptions SPAM is associated with times of economic hardships, used in poorer
households as a cheap way to put “meat on the table” People know that SPAM is cheap
Target Audience College students who are living on their own for the first time and need a
cheap and versatile food Objective
Switch from other convenient easy-to-make “dorm foods,” like Kraft Mac and Cheese, and try SPAM which has a variety of options
Benefit By buying SPAM, college students can save money and have a staple food on
hand for Breakfast, Lunch, and Dinner SPAM has a long shelf life (2-5 years)
Support SPAM is now selling for around $2 a can at most, compared to around $4.50
for a box of Mac and Cheese SPAM website offers countless recipes for Breakfast, Lunch, and Dinner
APPENDIX – CREATIVE BRIEF