Marketing Make Over - Spam

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store, restaurants

economy crash

new targeting market

Weakness:

old brand

not seen as healthy

competitions

Threats:

healthier competitors

fresh meat

other can meat/stew

New target audience

Demographics:

- average Joes

- single

- males (18-24)

- living on their own because of college/university

- renting

- part time at superstore

- using student loan to pay tuition

Psychographics

- doesn’t like to cook

- likes things that’s easy and fast

- not very socially active

- not very organized

- buys cheap stuff, or things on sale

- likes convenient things

- doesn’t care about health too much

- values friends

- values time and money

Insights:

SPAM is:

- not too healthy but it doesn’t matter

- convenient(long storage so I can stock up and eat it whenever)

- easy to prepare

- can be ingredients for many dish

- affordable

- easy to purchase because it is everywhere

New product

Keeping the objective of SPAM being convenient, the new product be kept in a can packaging for storage convenience and lowest cost purpose. The meat however, instead of just being a square shape chunk, it will be pre-cut with the variations of slices, strips, diced or minced (very small pieces).

SPAM used to be the center of the plate but its role shifted to being a “sometimes” food, a side dish or just another ingredient for other food. Since this happened, instead of trying to market it as the main dish again, we can follow consumers’ insight and make SPAM even more convenient for them.

People are using SPAM as ingredients for noodles, eggs, sandwiches, and many other creative ways. To make it easier and more convenient for consumers, we can help them skip the step of cutting the SPAM. Stepping up our convenience objective so it can save consumers’ time to prepare and clean up. It will still come in all the 13 variations and maybe even more, same amount and same price.

Promotional ideas

- social media (facebook, twitter, instagram, snapchat)

> photo competition of most creative way to eat SPAM (#SPAMlife)

> one winner every week, get discount on SPAM purchase

- youtube video advertising

- samples in grocery stores

- discount such as buy 4 get 1 free in grocery stores

- collaborate with post-secondary and restaurants

- discount for students (show school ID for proof)

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