Premium Essay

Salsa Sensation

In: Business and Management

Submitted By benzkyple
Words 994
Pages 4
Case 1: A New Salsa Sensation

SUMMARY
Salsa
A sauce which was created by Hector Fernandez, operator of El Casa Grande, a local restaurant. customers often commented about both the taste and the texture of the salsa a secret formula that had a few unusual seasonings that made his salsa burst with flavor.
Hector believed that this was less “runny” than others.
Two of his best customers, who offered to help him produce and market his salsa throughout the state, with the goal of reaching regional distribution in 5 years.
Major Advertising Agency
Home office in Albuquerque.
The agency positioned itself as being a “full-service” organization but Hector wondered exactly what that meant.
MattBarnes, marketing and promotions consultant.
Matt’s first questions were about Hector’s salsa: “What makes your salsa better?” and “Is there a way we can convince people of the difference?” Hector responded
Potential customers
Hector noted that Tex-Mex was a popular form of dining inNew Mexico as well as across the country. He believed that his salsa would appeal to a wide variety of people who enjoy Tex-Mexcuisine.
Major competitors
Pace and Old El Paso(www.pacefoods.com and www.oldelpaso.com).
The two companies offered some products that were the same and others that were not.
There was a conclusion that it was possible that neither company was involved in a great deal oftraditionaladvertising or that Hector was simply too busy with his own company tonotice.

To do list
Matt suggested that Hector should look in Sunday papers for the past several weeks to see if either company was offering price-off coupons or other promotions, such as a contest or sweepstakes.
To attend events where salsa was being sampled or sold,such as at county fairs, Mexican heritage events, and at ballparks and other sports stadiums where nachos were on the menu.

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