'Old El Paso\r'

'What: Kurt, the associate nutrition marketing managing director of aged(prenominal) El Paso, needs to perplex a new marketing program to increase its fire blemish aw beness and uprise the ordinary about the convenience of preparing Mexican repasts. Why: senior El Paso has been the market leader in the Mexican provender industriousness for many years. Now, General mill around wants darkened El Paso to increase its gross sales by 5% while maintaining the analogous level of profitability.How incessantly, Mexican forage industry is growing at a comparatively slow growth rate of 3% per year, because Mexican food is not unceasingly on customers shopping list as there is a strong erudition that Mexican food is inconvenient and arduous to prep are. That is why Kurt needs to develop a new marketing plan to pilfer tick off sentience and check the globe in order to achieve the 5% goal. There is a misunderstanding in the communication butt against between Old El Paso an d its customers.Old El Paso has been positioning itself as a â€Å"Family Fun Experience” product. Meanwhile, the customers are more concerned about the process of preparing Mexican food, ie. , while many factors, including duration needed for eagerness and simplicity of preparation contributed to consumer perception of convenience/ease of preparation, piece availability was found to be the al virtually significant barrier to making Mexican meals more often. They also need to educate their customers about the benefits of pull wiresing Mexican food.For example, concord to their consumer research, 70% of decisions to purchase Mexican meal products are made beforehand consumers ever arrive at the grocery store. follow out the fact to the AIDA model, it is important to raise its brand awareness and get consumers interested in its products in order to increase sales, because approximately of the purchase decisions are made before the customers see the actual product. Wit h the fact that Old El Paso is the market leader and its brand equity, as soon as the brand awareness and interest is established, the sales get out increase.The biggest competitor in the Mexican food industry is closed-door labels. Old Pl Paso has most of the market share in Mexican dinner kits (91. 2%) and Mexican components (70. 4%) category, while ranks number 3 in the Mexican salsa (15. 6%) category. Although both private labels and Old Pl Paso products are in utmost standards, Old Pl Paso is the only brand that offers a full product line in the Mexican food industry and is distributed in 98% of all grocery stores (with an clean of 7. Old Pl Paso items on shelf). This means that Old Pl Paso is reachable to most of consumers while sure private label’s products are only available in authentic grocery chains. How: Targeted results: Increase brand awareness while convince the public that it is well-heeled to prepare Mexican food. 1) General public: Using kiosks to dem onstrate the process of how to cook a Mexican meal with in-store ingredients. agreement: 80% of the population still do majority of their shopping at grocery stores.By using in-store ingredients, the general public pull up stakes know that everything they need for cooking a Mexican meal is in the store, so it is easy to prepare a Mexican meal. 2) Regular Mexican food shoppers: military post Old Pl Paso products at cashier counters. fountain: Placing products at the check-out counters to remain regular Mexican food shoppers that they could use Mexican food as an option for tonight’s dinner. Although this tactic implies impulsive shopping deportment of some consumers, it also constantly rest consumers that Mexican food is available in the market.\r\n'