Bruttini Cookies: A case study of a product in progress

1. Sales Promotion! Bruttini Cookies: A case study of a product in progress • "Come here", said Grandfather, the master pastry chef. "I'm going to show you boys how to make BruttiniTM cookies." • We couldn't believe it. In those days, as helpers in his bakery, he rarely told us anything. This was the same man who used stones instead of weights to secretly measure his ingredients. He even locked up the stones every night so we couldn't weigh them when he wasn't looking. • BruttiniTM [Italian for "little uglies"] crunchy nut cookies were one of Grandfather's most beloved treats. "These cookies are a Biscaro family tradition", he said, "and today I pass them on to you." This was his subtle way of telling us that we were finally ready to become his trusted apprentices. • Many more days were spent in Grandfather's bakery learning our craft. He didn't make it easy, but he made sure we would live up to our family name. • Now we share our Biscaro family tradition of BruttiniTM cookies with you, just how Grandfather made them. • Buon Appetito!

2. Sales Promotion! Where does your product fit into the market? Bruttini Cookies Positioning Statement: As an Italian gourmet treat, Bruttini cookies appeal to consumers who are interested in a new and different snack and have the disposable income to afford a more expensive sweet. They are all-natural, kosher, dairy-free and gluten-free, and so are equally at home in a corner deli, a natural foods store, or the local supermarket. Though not fat-free, they will appeal to most people who currently purchase meringue cookies.

3. Sales Promotion! The story sells it, doesn’t it? Don’t you feel better about your things when they have a “special” meaning?! When they make you seem better, when it meets your lifestyle expectations or desires? Of course it does.

4. Sales Promotion! Before you start thinking it terms of advertising and promotions you first must consider the kind of person who you want to address. You must first identify your target market, then plan accordingly. You can purchase all of the best ad space you want if it doesn’t match the interest of the target than what is the point? Working on a target profile will go along way to making your choices the correct ones. Graphic from www.winternet.com

5. Sales Promotion! How will you spend your advertising dollars? How will you know? What in the story makes you want to spend money? Think about what issues or situations make you spend money or feel about good about it. You can purchase all of the best ad space you want if it doesn’t match the interest of the target than what is the point? Working on a target profile will go along way to making your choices the correct ones. Yep, its more research and using more data to help guide you. Graphic from www.winternet.com

6. Sales Promotion! A.I.D.A Attention –get them to notice youInterest –make them want to know moreDesire –now they want your productAction –they actually purchase it!

7. Sales Promotion! Sales Promotion! • Targeting and research are essential FIRST! • Who are you selling to? • What do they want? • What do they care about it? • Who do they want to be?

8. Sales Promotion! The Marketing Concept is an outward look. It is the formulation of merchandising and sales promotion programs in response to the external market. The customer is the most important factor that drives what the retailer offers for sale as well as the sales promotion– or communication- effort.

9. Sales Promotion! Marketing is used to measure the consumer. Demographics: statistical study of human population Psychographics: individual traits and habits Marketers put people into groups to (shopper segmentation) to understand and predict what goods and services can be profitably marketed to them. Profiles of Shopper Groups: Conservative, Moderate, Classic, Young Contemporary, Update, Trendy, Advanced

10. Sales Promotion! Marketing info comes from two sources: primary data:generated by the organization (eg: traffic counts) Compiled by a. SURVEY: mail, phone, interviews,focus groupsb. OBSERVATION c. EXPERIMENTATION secondary data:company data such as charge files, trade and consumer publications, private research firms, university studies, chamber of commerce, local banks, newspapers, talk radio shows…

11. Sales Promotion! Understanding Your Consumer’s: Demographics or the “Hard” data such as: • Age • Gender • Race • Level of Education • Income • Marital status Understanding Your Consumer’sPsychographics:Emotional, stylistic, opinions • Activities (hobbies, sports, etc.) • Status and Price consciousness • Lifestyles • Patterns of usage (how much/how often do you buy?) http://dz182.aisites.com/SalesPromo/TargetProfile.htm

12. Sales Promotion! Trevor Breakfast: Hot Food (Scrambled eggs, bacon, sausage) Cereal (Cinnamon toast crunch)Fruit: PlumCandy: SkittlesIce Cream Flavor: Cookies n CreamCocktail: Jack n CokeBurger Joint: In-N-OutMovie (Comedy): Happy Gilmore/Billy MadisonMovie (Action): Face OffAll-Time TV show: Saved by the Bell/Cosby Show/90210Book: Catcher in the RyeBand: Boyz II MenArtist: Brian McknightAlbum: I Remember You (Brian Mcknight)Song: (too many)O-town song: From the Damage

13. Sales Promotion! Erik, an energetic "Nuyorican" with a baby face, was born and raised in New York City. He loves to write songs and has studied voice for four years. Although he was raised by his Italian mother and his stepfather, he proudly declares that Puerto Rican culture runs through his soul. Erik is very close to his mother and admires his stepfather who has been a great dad to him. Along with his love for music, Erik-Michael has always wanted to enter the fashion world. In high school he had his own line of T-shirts and now spearheads the label “Atira” with Ashley and Trevor. The label will include clothing for both men and women and will launch this fall.

14. Sales Promotion! Companies spend millions to be associated with the latest stars. • NEW YORK (CNN/Money) - At the height of his popularity, Michael Jordan wasn't just the best basketball player on the planet -- he was the most powerful marketing force, too. Almost single-handedly, Jordan lifted the fortunes of several of the companies he represented. In 1998, Fortune magazine estimated that, through his on-court and off-court activities, Jordan had contributed $10 billion to the U.S. economy since his 1984 NBA debut. And the magazine guessed that Nike was the beneficiary of more than half -- $5.2 billion to be exact -- of this "Jordan Effect."

15. Visual Merchandising Definitions: (Hey, Write this down dude it could be on a quiz!!!!!) Sales Promotion Food for thought: (Hey, wake up this might help you!) The use of Michael Jordan is a really important because it shows how Nike (and indeed all companies these days) moved from benefit focus to image focus. In today's market advertisers are trying to sell the sociological benefits not products.