Go Bananas
Alex Eernisse, Kevin Trobaugh, Shea Mandli
Purpose
o Get Americans to eat healthier
• Bananas
o Budget of $200,000
• Tactics and campaign
• Go Bananas!
• What is our challenge?
Market Analysis
o United States production non factor
o Imports 4.35 million tons/ $1.64 billion of bananas/year
o Second largest importer behind the European Union
o Ecuador is the largest exporter
o Average American eats roughly 120 bananas/year
o Retail price is now $.60/pound
Health Benefits
o Potassium
• Cramps
• Muscle
cramps/muscle
recovery
• Cardiovascular
benefits
• Muscle relaxer
capabilities
• Promotes bone
development
o Carbohydrates
• Long term energy
solution
o Vitamin C
• Immune benefits
S.W.O.T.
Favorable Factors
Unfavorable Factors
Internal
Factors
Strengths
-Nutrition (improves muscular function, sleeping habits,
cardiovascular health, bone development, and
provides energy
-Taste is generally approved
-Price (60 cents per pound average)
-Convenience (Distributed in every grocery store, most
gas stations, and all food other food markets)
Weakness
-Low in Protein, Calcium, Vitamin A
-Life span (Bananas spoil in a couple days)
-Bruise easily (The banana peel doesn’t
truly protect the banana from elements or
forces)
External
Factors
Opportunity
-Bananas are the number 5 impulse buy in food
-Grows year round instead of a seasonal growing
season
Threats
-Competition (Chips, Chocolate, Cookies)
-Possible rising production costs. This
would be due to raising climates.
-Rare cases of food allergies to bananas
-Tariffs and other import restrictions
Competitors
o Purpose: To get America to eat healthier
o Top three snacks in America: chips, chocolate, and cookies
o Revenue for top companies
• Mars: $18.5 billion
 Owns: M&Ms, Snickers, and Dove
• Frito Lays: $13 billion
 Owns: Tostitos, Ruffles, and Lays
• Nabisco: $34.2 billion
 Owns Oreo, Chips Ahoy, and Double Stuff Oreo
Product Positioning
Survey
o About
•
•
581 respondents
79% of target market eats bananas
weekly
o Important Benefits
•
•
•
Potassium
Energy/Recovery
Cardiovascular Health
o Knew
•
•
Potassium
Energy
o Didn’t know
•
•
•
Sleeping habits
Improves bone development
Cardiovascular benefits
Focus Group
o About
• 2 groups
• Reinforced the survey
o Distribution
•
90% grocery store/ 10% gas station
o How it was eating
•
Several ways to peel banana
•
Extremely versatile
•
Can accompany most meals
Target Market
The goal was to choose a target
market that would encompass the
largest portion of the U.S population
as well as have the longest lasting
impact.
o 25-45 year old single or married
parents with at least one child
Why:
o
Major baby food product (no
teeth)
o
Parents due majority of shopping
for children-teen
o
Shape nutritional habits of
children
Website/ Social Media
Launch a bananas website
o
o
o
No official website currently
Other website are inappropriate or
poorly crafted
Drive everyone here/ SEO
bananaaday.org
o
o
o
o
About
• Facts about bananas
5K
• Sign up and information
Recipe Contest
Social media links
• Twitter
• Instagram
• Facebook
• Pinterest
Why:
o
o
o
Center of campaign/ integrate tactics
Cost effective
Focus group provided unique ways to
consume banana
Recipe Contest
o
o
o
o
o
Monthly banana recipe contests
Winners will be selected for a month
long segment on the webpage
The winners will also be awarded $1,000
Criteria most retweets/ shares
Expect people will share on social media
Shares = more publicity for the website
Why:
o Focus group provided
unique consumption
patterns
o Easy/cost effective
marketing solution
o Social media possibilities
o Offers incentive to engage
within the website
Blogger Focus Group
What:
o Top bloggers flown in
o Focus group about website
o Ask to write about website
Why:
o Secondary research showed strong
dependence on bloggers
o Cost effective/ directly penetrates
the target market
o Major publicity by trusted individuals
Who:
o
o
o
Jane-Anne Hobbs, founded in 2007, blog: scrumptious.co.za
Amanda Smyth, founded 2012, blog: cookerandalooker.com
Cheryl Sternman Rule, founded 2008, blog: 5secondrule.typepad.com
Banana A Day 5K
o
o
o
o
Why:
o Market prefers brands
• National Banana Day, August 27th.
associated to causes
o Connects bananas to a
Theme is tied to Childhood Cancer Awareness
great cause/ PR move
• Represented by the color yellow
o Market enjoys healthy
lifestyle
Bananas help prevent cancer (American Health Institute)
o Big Event/ Publicity
Start in an Urban city
5K sponsored by Formula Five
•
Potential to go annual
Search Engine Optimization
Why:
o
Market primarily uses search engines to research information
o
Own keywords relating to bananas
o
Accessibility is crucial
o
Current websites are poorly constructed/ reflect badly
o
Need separation and easy to find website and social media
Tactical Goals
Continued
Financials
Thank you