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A short presentation used to accompany a case for a marketing class at Miami University. The case presented our small team with the challenge of guiding A1, a premier steak sauce brand, through the difficult challenges of an evolving consumer interaction with the product, increased competition, and flat sales growth. Our presentation of the situation, and a preview of our efforts to combat such challenges are included.
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A.1. Steak Sauce: Lawry’s Defense
A Long, Long Time Ago….
Today…
•Strong competition•Many alternatives•Diminishing shelve space•Changing consumer tastes
A.1.54%Heinz 57
16%
Private Label14%
Others16%
% Dollar Share, 2002
The Next Threat
+
A Global Brand Powerhouse
Set To Launch•Lower cost•Similar taste, texture, package•Supported by heavy media blitz•Large sample, tasting emphasis
Memorial Day Push•Start of grilling season•10% of yearly sales•Competitive deals
Our Recommendations
Sample Size of Marinade Packaged with A1•Adds value to A1 package•Adds support to struggling marinade line
½ off any Kraft Cheese Singles PackWhen you buy a bottle of A1 Steak Sauce
Coupon Expires 12/31/09
Offer Special-Branded Coupons•Allows consumers to save•Supports other Kraft brands
“Tradition Never Tasted So Good”•Emphasize tradition against new, young brand•Emphasize hundreds of years•Use “King” as character to represent class, tradition•Gives face to steak sauce, differentiates it against new competition
