Free Essay

Advertising Stew

In: Business and Management

Submitted By Ayernst
Words 1367
Pages 6
Assignment 1: ‘’Advertising Stew’’
Ken Ernst
Strayer University
Professor Brad Bridges
November 4, 2012

Abstract In this paper we will briefly look at the company Hormel Foods who sell the Dinty Moore Beef Stew Line of goods how they got started and what kind of goods they sale. As this paper continues we will be introduced to Luis who is a new brand manager for the Dinty Moore Beef Stew line. Luis Arroyo has been assigned a project to develop a new advertisement campaign for the entire line of the beef stew line of products. There are several questions that need to be answered before he continues his new assignment. The first question that should be asked of Luis should he consider hiring an outside advertising agency to help create and launch this new campaign. What are some of the benefits that an outside advertising agency would bring to the campaign and would it help the line of products? As Luis considers these options he also needs to figure out what kind of research and planning that needs to go into identifies Dinty Moore’s most loyal consumers and the potential for new consumers. So as Luis’ adventures continues with this new job we should be able to answer these outstanding questions and Luis will be able to bring new consumers to the product. Dinty Moore is a product of the Hormel Foods Corporation which is based out of Austin, Minnesota which was once known as Geo.A Hormel & Co. The company was established in 1891 by George A. Hormel who was a child of an immigrant from Germany. In 1935 Jay C. Hormel son of George brought many new innovations to the company which included Hormel Chili and The Dinty Moore product line. The Hormel Company is a multinational manufacture that sales products from hams, chili, bacon to the wonderful adventure of shelf-stable microwavable entrees. So this company has a lot of loyal consumers from the elderly that are used to the spam’s and can hams to the rise of the on the go families and kids that enjoy the wonderful world of microwaveable products. Luis Arroyo has the new project of developing a campaign for the entire line of Dinty Moore. Luis first big decision is going to be whether or not to hire an outside advertising company to help with the development of the entire line of products. This decision is not easy and many questions need to be answered first. As a brand manager of a large product line we need to ask several questions and limit them down to three to make it a little easier. Why should Luis hire an external advertising agency for the Dinty Moore campaign? The first reasons being is that the size of the account may be too overwhelming for the companies advertising department and that bringing in an external agency relieves the pressure of their own department. They are also hired to concentrate on your account and know if they do not do a good job will not be hired again. The second reason a large company that is well established and already has thousands of consumers may need to bring in an external company to help with advertising is the money. If the company is well established has already created advertising for the product then they may want to cut cost and not develop the right ads for the campaign. If the company and campaign has the funds to hire an external agency they do so. The third and a very important one is that an external agency can bring in an independent view from the outside and give the company a better picture of what the consumer tastes and sees. As a manager of the product line you may bias to the product and not see the whole picture. The next questions are going to be what relevant experiences of an outside agency that would be helpful to Luis and the Dinty Moore brand? One is that the external agency can be objective in their opinions of the product. They can tell you like it is and not have the fear that your co- workers may not agree. They are not bias of the product and can furnish a new option to the product line. Two they can be creative and bring a fresh new face to the product. They will be able to find new ways to spark the interest of new consumers and inspire the old consumer that have been eating the product for years. The third and probable a really important one is that they are educated in doing this job, they know the ends and outs of the business and who and what kind of commercial and advertising you need. They know how to target the markets you need and how to plan and purchase media time and space and most important is that they help create new and inviting feeling to the product line. As Luis is entertaining the idea of hiring an outside advertising agency he also has to decide on what kind of advertising planning and research that he should conduct to identify Dinty Moore’s most loyal consumer and the potential of new consumers. There several different methods of research that can be done. One way may be by a focus group of consumers that have tried the product or could be interested in the product. ‘’ In a focus group, a moderator uses a scripted series of questions or topics to lead a discussion among the group’’. (‘’ The Five Basic methods of Market Research’’ n, d.) It can last a couple of hours and the group is viewed by a two- way mirror. Another way of doing research is by Product research which includes ‘’simple in- person research such as tests conducted in malls and in the aisle of grocery stores’’ (‘’Market Research’’ n, d.). A third way would be by Qualitative Research which is a formal approach that can be used to help the vendor company and your advertising group. ‘’Qualitative research is design to talk to a relatively few people in the target audience of interest. The purpose is to plumb the depths and range of buyer attitudes and beliefs and not to measure incidence, projects, or forecast quality’’ ( ‘’Market Research Tools Qualitative Market Research’’ n.d.). So hopefully some of these research methods will be able to help Luis in his quest for answers. The process of choosing an external advertising agency can be a challenging job. The company or project manager wants to able to put the campaign into the right hands so in doing so the company needs to make sure that the chemistry is there for everyone to work together. Before starting the process makes sure that there are goals set in place so that the marketing team knows what direction to go in. Make sure that the agency is not too big or too small so that the campaign is covered with the right amount of people. Make sure that the company has related experience in the business that they are advertising for. Make sure that there is not a conflict of interest. That they have worked for another company with the same products. As a project manager you have to make sure that they have the creativity, a good reputation and the capability to perform this job. You also have to find out other services they provide, their client retention rates (which can tell you how effective the company get along with other clients in the past), and make sure that everyone has good chemistry or the whole campaign can go down the drain. Hopefully Luis can make a decision on whether to hire an external advertising agency based on some of the questions that were answered. Good luck Luis

References: Market Research Tools Qualitative Market Research (n.d.) Retrieved October 28, 2012 http://www.poewrdecisio.com

References for Business Encyclopedia of Business, 2nd ed. Market Research (n.d.) Retrieved October 30, 2012 http://www.referencesforbusiness.com The Five basic methods of Market Research (n.d.) Retrieved October 30, 2012 http://allbusiness.com/marketing/market-research/1287-1.html

Similar Documents

Premium Essay

Advertising Stew

...Advertising Stew: Marketing Communication/312. Advertising Stew Strayer University Zakaria A. Hashim Marketing Communication/312. Instructor: Shirley McLaughlin May 7, 2013 Advertising Stew: Marketing Communication/312. Discuss three (3) reasons Luis should hire an external advertising agency for the Dinty Moore campaign: Dinty Moore has been around for 75 years as a beef stew company and the reason a company should reinvent itself or its’ product is the new age and market and the exposure to a younger and faster group of consumers. A few of the reasons why a company should hire an external company is “You don’t have the time or energy to do it yourself.” Just like other marketing functions, consistent, strategic, and measurable advertisement is something that needs to be planned for and executed over a long period of time. Advertisement is something that only gets stronger as you put more effort into it. Another reason is to “Maximize a Launch: Most businesses understand how crucial launching a new product or service is to the success of your business. Advertisement is much more than just writing a press release and putting it over a wire service. Having a advertisement firm who can......

Words: 964 - Pages: 4

Free Essay

Hot Pot

...Sichuan Hot pot Chinese diet is the most important part of Chinese culture. Over the years fried dishes occupy Chinese dinning field but it has changed in these years when Sichuan Hot pot becomes popular. Nowadays, the kinds of Sichuan Hot pot appear in every city in China and it has changed to Sichuan Hot pot culture in every Chinese feinschmecker’s (eater) mind. What is Sichuan Hotpot? It is consisting of a simmering metal pot of stock at the center of the dining table. While the hot pot is kept simmering, ingredients are placed into the pot and are cooked at the table. Next I will conduct you to experience the look, the smell and the taste of Sichuan Hot pot. Firstly, the look of Sichuan Hot pot is very special. It is only a pan of soup before you drop vegetables and meats into pan, therefore many foreigners feel strange when they first time see it. All of dishes of Hot pot on the table are raw, and they include vegetables, tingly sliced meat, mushrooms, eggs, seafood. However, someone will say why some Sichuan Hot pot’ soup is red and some is cream-colored? The reason is in the following paragraph. After looked the Sichuan Hotpot, the smell of Sichuan Hot pot has reached us. Someone will say it hasn’t smell before drop vegetables and meats. It is true, but when you drop vegetables or meats into pan it will change. When you drop vegetables you will smell the faint scent of vegetables and when you drop meats you will smell the fragrance of meat cooking. If you put......

Words: 454 - Pages: 2

Free Essay

Kathy's Home

...sticks to decide what each would bring to the potluck. Kathy would bring beef stew, Tucker—corn muffins, Sandy—turnip greens, Maggie—potato salad, Amy—barbecue rib tips, Wendy—soft drinks, plates, and the table coverings, and I would bring a lemon cheesecake. When Memorial Day came, one of the staff members, Maggie, decorated the tables in the nurses’ lounge. On one of the tables, Maggie laid out the plastic plates, utensils, napkins, and cups together. Pepsi Cola, Coca Cola, Sprint, Faygo, and Mountain Dew cans chilled in a large size styrofoam cooler filled with ice on the floor. Maggie turned down the slow cooker from hot to warm and added Kathy’s beef stew to the second table along with all the other food. Two square tables surrounded by round tables were all covered with white table cloths. Maggie had the tables decorated beautifully. The plates and napkins were solid blue and trimmed with flowers, with the forks and spoons matching. As some of us put our patients to bed, others went to the nurses’ lounge to enjoy the food we’d all brought. When it was time for me to have a break, I went to the lounge to enjoy the feast as well. I saw Kathy Keller standing in line with her plate in her hand waiting to serve herself. She was very talkative and happy, bragging to us all about how good her beef stew was and urging everyone to try it. I took a plate and the serving spoon, dipped the spoon in the stew and put it on my plate. I also got some ribs and salad. Kathy and I sat......

Words: 1412 - Pages: 6

Premium Essay

Analisis

...where, on seats beneath the trees, the old men group of an evening to drink their ale and gossip over village politics; with low, quaint rooms and latticed windows, and awkward stairs and winding passages. We roamed about sweet Sonning for an hour or so, and then, it being too late to push on past Reading, we decided to go back to one of the Shiplake islands, and put up there for the night. It was still early when we got settled, and George said that, as we had plenty of time, it would be a splendid opportunity to try a good, slap-up supper. He said he would show us what could be done up the river in the way of cooking, and suggested that, with the vegetables and the remains of the cold beef and general odds and ends, we should make an Irish stew. It seemed a fascinating idea. George gathered wood and made a fire, and Harris and I started to peel the potatoes. I should never have thought that peeling potatoes was such an undertaking. The job turned out to be the biggest thing of its kind that I had ever been in. We began cheerfully, one might almost say skittishly, but our light-heartedness was gone by the time the first potato was finished. The more we peeled, the more peel there seemed to be left on; by the time we had got all the peel off and all the eyes out, there was no potato left – at least none worth speaking of. George came and had a look at it – it was about the size of a pea-nut. He said: “Oh, that won’t...

Words: 924 - Pages: 4

Free Essay

Food Preparation and Culinary Arts

...Food Preparation and Culinary Arts Year I Brown Beef Stew x2 Minestrone x2 Poached Fish with Parsley Sauce x1 Duchess Potato Glazed Zucchini Petals TIMEPLAN |07:45 |ITS dressing room to change in chef whites | |08:00 |Cleansing in kitchen: washing of hands, setup worktop | |08:05 |Select equipment and utensils | |08:15 |Select ingredients | |08:25 |Setup worktop with items above in order | |08:30 |Start exam | |08:30 |Beef stew: wash vegetables, cut onion (75g) and carrot (75g) in small cubes (Macedoine) for the stew | |08:40 |Trim the meat (remove extra fat) and cut in 2cm cubes for stew | |08:45 |Melt fat or oil (25g) in pan for frying | |08:46 |Fry meat in hot fat / oil until light brown ...

Words: 710 - Pages: 3

Free Essay

Three Alarm Chilli

...that will never be forgotten. At first, gather all the ingredients and equipment to make the Three-Alarm Texas Chili. Possibly a unique piece of equipment for making chili, a six-quart heavy-bottomed electric pressure cooker with the lid, a six to eight-quart covered stockpot, two large mixing bowls, a can opener, a set of measuring spoons, a set of liquid measuring cups, a silicone or wooden spatula, a silicone or stainless steel ladle, a slotted spoon, cutting board, and a utility knife. In addition, reserve six medium-size serving bowls and six spoons. Although the ingredients are lengthy, this hearty chili will satisfy any size appetite. For extreme flavor with moderate effort, the essential ingredients are four pounds of beef stew meat, two fourteen and one-half ounce cans of Del Monte zesty chili-style diced tomatoes, two thirty-two ounce cans of Bush’s chili beans, twelve ounces of Swanson’s beef broth, one sixteen ounce can of Hunt’s tomato sauce, and two and one half...

Words: 1233 - Pages: 5

Free Essay

Scientific Prose

...situations often based on misunderstanding. With sparkling humour he criticized the weak sides of human nature. The action is set at Sonning, a picturesque village on the bank of the Thames. The author describes the scenery, namely, a fairy-like nook of Sonning, where the main characters got out. The plot is about that George suggested to cook an Irish stew. The men agreed with George and said that it was a fascinating idea. George gathered wood and made a fire, Harris and the narrator started to peel the potatoes. The narrator had never thought it to be difficult. When the first potato was finished, George came and had a look at it. Then he told Harris and the narrator to scrape them since the potato was about the size of pea-nut. So, they did four potatoes. But George thought that it was absurd, so they washed half a dozen or so more and put them in without peeling. Then the author goes on to say that toward the end Montmorency brought a dead water-rat in his mouth, which he evidently wished to present as his contribution to the dinner. That rat rose up a discussion between George and Harris. After all Irish stew turned out to be a great success. There was something so fresh and piquant about it. And it was nourishing, too. In this story we can dearly distinguish three main characters: the narrator, Harris and George. The text consists of two parts: the descriptions of Sonning and the events, which are happened with the characters. Also, the author’s humour......

Words: 468 - Pages: 2

Premium Essay

Eating Habit

...EATING HABITS Why do people eat? People eat to survive. Food people eat gives their bodies the energy they need to function. Eating, as a daily activity, is done so many times that could form some eating habits. People say that the current eating habits of a person reflect all of his childhood’s comestible way. Eating habits are a part of a person’s characteristics and an unchanged process over the time. However, I think this concept is not applicable in my case. In my childhood, I always took away any green leaves in my bowl and recognized them as the horrible ingredients. I also ignored the spicy meals which burned my tongue and the tasteless frozen food as all kids did. However, over the time I definitely changed my edible pattern from a child with appreciating vegetables, enjoying spicy taste, and adapting frozen meals. First, my eating habits have been changed from a leafless eater to a green vegetable fan. When I was young, my mom always cooked Pho for me and my father in two separated way. For my dad, my mom made him a large bowl of Vietnamese style beef noodle with all the herb ingredients and fresh vegetable. For me and my little brother, my mom made others bowls without any vegetable element. I recalled she served me the unique Pho with only thick noodle, sliced chicken meat and hot brown soup. My grandma always kept complaining to her about my unhealthy carnivorous diet, but my mom couldn’t tolerate her children eat food they disliked. For such a long time until...

Words: 1067 - Pages: 5

Free Essay

Mishandling Finances

...appealed to my very need at the moment by offering all the answers to my post cleaning problems. They showed the happy faces and joy of people using they’re brand. They briefly even showed them having enough energy after had cleaned to go out and enjoy the rest of their day, a task that seemed nearly impossible for me at the moment. So, without further hesitation I picked up my phone and placed an order for same day shipping of the product. Monday rolled along and I was having some guilt about purchasing some silly cleaner that will supposedly be life changing to my biological need for energy. Looking at my bank statements didn’t reassure me of my decision and made the whole thing seem absurd. To brighten my mood I ate a heaping amount of beef stew from the night before to ease some of the remorse. I got a...

Words: 792 - Pages: 4

Free Essay

Vincent Van Gogh

...1. How did Vincent Van Gogh sign his paintings? - Vincent 2. What did Sir Christopher Cockerell invent? Hovercraft  3. In Bingo, what number is referred to as ‘Doctor’s Orders’? - 9 4. What is the Mexican food Gazpacho? - Cold soup 5. How many toes does a dog have? - 18 6. What canal is located behind Croke Park's Canal End? - Royal Canal 7. Which Beatle's first girlfriend was Thelma Pickles? - John Lennon  8. What is the capitol city of Libya? - Tripoli 9. Name the stock-market trader who sent Barings Bank into bankruptcy. - Nick Leeson 10. Name the French blue cheese made from ewe's milk - Roquefort  11. What was the first phrase recorded by Thomas Edison on his phonograph? - Mary had a little lamb 12. Who trained the 2013 Aintree Grand National winner Auroras Encore? - Sue Smith 13. What life-saving device did Sir Humphry Davy invent? - Miner's safety lamp, the Davy Lamp 14. Lord Admiral Horatio Nelson lost his right arm during which battle? - Santa Cruz de Tenerife 15. Who would use a trudgeon? - A swimmer 16. Which soup is a delicacy in Chinese cuisine made from the salivary excretions of the swiftlet? -  Bird’s Nest Soup 17. Which geographical area is part of both Chile and Argentina? - Tierra del Fuego 18. Name the two main ingredients of pasta. - flour and water 19. Who wrote the poem beginning with the words "Because I could not stop for death..." - Emily Dickinson 20. Who said, "The medium is the......

Words: 5612 - Pages: 23

Premium Essay

The Beef Stew

...Texas A&M University Commerce Case 2: Beef Stew CWID: 50132828 1. Should Luis look to hire an external advertising agency or perform most of the task in-house? Why? As the new brand manager faced with this kind of task , the objectives he outlined are as follows; to project a strong image of Dinty Moore beef stew products, knowing more on role price in purchasing decisions as well as consumers, getting more information about consumer promotions which would be more effective with external advertising agencies than in-house the reason is not farfetched, as a matter of fact the external agencies specializes more on consulting and giving advice suggestions on how to project a strong image and theme, the external agency also assist in selecting company logos and a strategic slogan, that would complement Dinty Moore brands better. External advertising agencies would also help plan and purchase media time and space for the products to be advertised and review advertisements better before putting it in the media thereby creating better opportunities to access top talent, which is what Luis needs, the company already satisfies the average need of their customers so an external agency is a better choice than the in-house. Luis also would have access to un biased opinions using an external agency 2. If an external agency is chosen, what relevant experience would be most helpful to Luis and the Dinty Moore brand? Luis will have access to most relevant information's......

Words: 1204 - Pages: 5

Premium Essay

Marketing

...TE AM FL Y Praise for Marketing Insights from A to Z “The bagwan of Marketing strikes again. Leave it to Phil Kotler to revisit all of our blocking and tackling at just the right time . . . and as all great marketers know: ‘timing is everything.’” —Watts Wacker Founder and CEO, FirstMatter Author, The Deviant Advantage: How Fringe Ideas Create Mass Markets “Wide-ranging, readable, pithy, and right on target, these insights not only are a great refresher for marketing managers but should be required reading for all nonmarketing executives.” —Christopher Lovelock Adjunct Professor, Yale School of Management Author, Services Marketing “Kotler tackles the formidable challenge of explaining the entire world of marketing in a single book, and, remarkably, pulls it off. This book is a chance for you to rummage through the marketing toolbox, with Kotler looking over your shoulder telling you how to use each tool. Useful for both pros and those just starting out.” —Sam Hill Author, Sixty Trends in Sixty Minutes “This storehouse of marketing wisdom is an effective antidote for those who have lost sight of the basics, and a valuable road map for those seeking a marketing mind-set.” —George Day Geoffrey T. Boisi Professor of Marketing, Wharton School of Business “Here is anything and everything you need to know about where marketing stands today and where it’s going tomorrow. You can plunge into this tour de force at any point from A to Z and always come up with remarkable insights......

Words: 53807 - Pages: 216

Premium Essay

E Martketing Service

...E-Marketing SERVICES ADVERTISEMENT SOLUTIONS Version1.0 About us D-Evenement is an organization of some young and experienced dreamers. In D-Evenement we are committed to provide absolute attention to every detail of your event and marketing solution with the highest quality. We enhance the value and image of our clients by not only providing them with exquisite events, creativity and experiences, but also distinctive “fresh ideas”. Through active listening and communication we understand the value and importance of each event. We are committed to undivided attention to every detail of your event with the highest quality. We work together with our clients as a team with common goals. In short, we believe in a balanced score card: • Provide every guest with an experience that exceeds clients' expectation. • Deliver events on target for time and budget. • Be the best, no exception. Here we attach Detail proposal, if you have any query regarding the proposal please feel free to ask because • We Listen. • We Understand. • We Deliver. D-Evenement provides a wide range of advertisement options which would ensure maximum visibility of your products and services among increasing number E-mail Marketing New Customers are just a click away... Millions of businesses use e-mail marketing every day to find new customers and keep them coming back. E-mail marketing is effective, affordable, and best of all; it is the easy way to get......

Words: 331 - Pages: 2

Premium Essay

Case Study - Unme Jeans: Branding in Web 2.0

...Study Analysis Page 2 Summary UnME Jeans was a rising star in the world of junior denim fashion. The UnME brand focused on the individuality of teenage girls who coveted their designer-style jeans that featured glitter, jewels, and various forms of metalwork. UnME jeans were sold in more upscale department stores and specialty retailers and at premium price. ! Traditionally, UnME advertised to their target consumers using TV ads spots during popular programs for teenage girls, like Gossip Girl, American Idol, and One Tree Hill. They also took out full-page magazine print advertising in beauty and fashion magazines, as well as radio ads on popular stations. In addition, they had a corporate website and used online banner and display ads on the most popular websites for teenage girls. ! Margaret Foley, the brand manager for UnME Jeans, had trouble justify the expenses of advertising using traditional media outlets. Especially since the prices to purchase TV ads were increasing each year, despite declining TV audiences, and consumers’ who were skipping or delete TV ads from the programs they had recorded to watch later. In order to reduce costs, Foley asked the ad agency they were using to look into Web 2.0 social media options to see if there was a better way to reach her objectives. ! ! ! ! She wanted to maximize UnMe’s reach and frequency among their target demographic--women 12 to 24. She also wanted that media to be consistent with UnMe's stylish......

Words: 1690 - Pages: 7

Premium Essay

Marketing

...Marketing YourFirstName YourLastName University title Question 1; role of social networking outlets Currently, social networking networks are forums that have brought new methods of communication, socialization and most importantly a platform where business information is exchanged. The social media platforms have been used as tools of marketing whereby positive information and recommendations on products have been made through from one friend to another. Positive messages are the most common among sharing friends. Products that have received a positive reception have been known to do very well in the market. However, any negative comments about a product or service shows a similar reaction, since the social media networks have a large audience hence the information here travels fast and wide. Question 2 leveraging strategy for enhancing brand equity The coca cola company has been well known for the production of energy and non alcoholic beverages. It is a brand that has a well defined, wide global market share. The company has been able to utilize leveraging strategies especially through the integration of technology for paying services through linking itself to payment strategies. The Coca-Cola has been involved in upgrading strategies for vending strategies that diversify vending payments to allow for payment through mobile phones and other means of payment. These strategies have been essential in ensuring the company’s products reach to the consumers......

Words: 3463 - Pages: 14