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    Oscar Mayerppt New

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    Yash Mittal
    Zappitites is less likely to succeed than Lunchables. Here are a few reasons why: - Zappitites proposes an entirely new product category within processed meats, which would require significant consumer education and behavior change to gain traction. Expanding into existing adjacent categories like Lunchables would be easier. - Lunchables directly addresses changing consumer lifestyles and the rise of portable, on-the-go meals for kids. This trend plays to its concept. Zappitites does not as clearly align with existing consumer needs. - Lunchables faces less competition, as Oscar Mayer would be one of the first entrants in this space. Zappitites would have to compete against many

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    Oscar Mayerppt New

    Uploaded by

    Yash Mittal
    148 views22 pages
    Zappitites is less likely to succeed than Lunchables. Here are a few reasons why: - Zappitites proposes an entirely new product category within processed meats, which would require significant consumer education and behavior change to gain traction. Expanding into existing adjacent categories like Lunchables would be easier. - Lunchables directly addresses changing consumer lifestyles and the rise of portable, on-the-go meals for kids. This trend plays to its concept. Zappitites does not as clearly align with existing consumer needs. - Lunchables faces less competition, as Oscar Mayer would be one of the first entrants in this space. Zappitites would have to compete against many

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    Zappitites is less likely to succeed than Lunchables. Here are a few reasons why: - Zappitites proposes an entirely new product category within processed meats, which would require significant consumer education and behavior change to gain traction. Expanding into existing adjacent categories like Lunchables would be easier. - Lunchables directly addresses changing consumer lifestyles and the rise of portable, on-the-go meals for kids. This trend plays to its concept. Zappitites does not as clearly align with existing consumer needs. - Lunchables faces less competition, as Oscar Mayer would be one of the first entrants in this space. Zappitites would have to compete against many

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    148 views22 pages

    Oscar Mayerppt New

    Uploaded by

    Yash Mittal
    Zappitites is less likely to succeed than Lunchables. Here are a few reasons why: - Zappitites proposes an entirely new product category within processed meats, which would require significant consumer education and behavior change to gain traction. Expanding into existing adjacent categories like Lunchables would be easier. - Lunchables directly addresses changing consumer lifestyles and the rise of portable, on-the-go meals for kids. This trend plays to its concept. Zappitites does not as clearly align with existing consumer needs. - Lunchables faces less competition, as Oscar Mayer would be one of the first entrants in this space. Zappitites would have to compete against many

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 22

    Oscar mayer

    Group 1
    Rachit
    Sarthak Sahni
    Shubham Bhardwa
    Shweta
    Yash Mittal

    The Oscar Mayer Story

    Founded over 125 years ago by Oscar F. Mayer and his brother, Gottfried.
    AnAmerican meatandcold cutproduction company .
    Acquired Kraft's Food Group .
    Known for its Hot Dogs,Bologna,Bacon,Ham and Lunchables products.
    It is also famous for their Wienermobile , which has toured the United
    States for over 70 years. The first Wienermobile was created in 1936

    timelin
    e
    1883:
    Oscar F. Mayer &
    Gottfried Mayer
    founded the
    company in
    Chicago.

    1979:
    Louis Rich Inc.
    was acquired

    1936:
    WienerMobile
    makes its debut.

    1971:
    Oscar Mayer
    Company went
    public & was
    listed on
    Newyork stock
    exchange.

    1989:
    Merger with Kraft
    Food, Inc.

    Main leads in the


    case

    Marcus McGraw:

    22 years career with Oscar


    Mayer Foods
    President for the last 4
    years.

    Mike McTiernan:

    Rob Goodman:

    Founder of McTiernan
    Consulatation Firm.

    Category Manager at
    Louis Rich

    Jim Longstreet:
    Jane Morely:
    Director of Finance &
    Planning.

    New member of Direct


    Management Team.
    Brought into new product hit
    rate.

    Eric Stanger:
    Vice President of Oscar
    Mayer brand.

    Marcus Mcgraws strategy

    Relied on McTiernan Corp. for planning advice and market research for
    many years.
    Easy vertical chain of command.
    Planning the future actions.
    Consider every option available and analyzing the reports and memos.

    Challenges faced by the


    Management

    Preference of people for less fat products and that to which are lower in
    price.
    Demand for the products which are easier to prepare and cook for fastforward pace of our lives.
    Increasing demand for white meat and overall fall in the demand of red
    meat consumption.
    Carefully investing for short-run and long-run profits.

    Memo -1
    Rob Goodman (Category Manager) Louis Rich- White Meat Product
    Line

    Suggestions:
    Switch to Rich Campaign

    Boosting up our brand awareness by heavy advertising.


    Emphasis on advantages of white meat over red.

    2. Introducing the string of new products.

    Memo - 2

    Jane Morely (Director of Finance & Planning)


    Suggestions:
    Healthy and convenient products
    Acquisition of small companies
    Chicken Rite Inc. Low cal. Chicken salad
    Turkey Time Ltd. Readymade frozen Sandwiches
    Crabbies, Inc.
    Simulated Shell fish products.

    Memo - 3

    Jim Longstreet (Newest member of Direct Management team)


    Suggestions:
    Zappetites
    Meeting consumer trends of :
    The change in trend from sit-down meals to on-the go handheld portable meals.
    With the explosive growth of microwave ovens, the associated need of the products that
    fit frozen food category.
    2. Lunchables
    In substitution to the same homemade meals 5 days a week.
    Will include sliced lunch meats, cheese & crackers, condiments, and a chocolate treat.

    Memo - 4

    Eric Stanger (VP of OM Brand)


    Suggestions:
    Six Urgent Actions
    Price cut by 10 cent per package on lead top 3 OM products.
    Increase the advertising budget by $25m.
    Re-institute the Wienermobile promotional campaign.
    Formulate a low fat & salt line.
    Focus on rationalizing & capacity utilization in OM brand.
    Enliven Oscar Mayer Brand.

    Question & answer

    QUESTION -1

    In the beginning of the case McGraw thinks he has Never encountered such a
    complex business challenge as the one he currently faces. By the end of the
    case, after he has read the ideas listed in the four memos, McGraw cant
    believe he ever thought the investment issue was Going to be hard one.
    What changed the presidents perspective? What strategic decision making
    process does McGraw pursue?

    ANSWER - 1
    Marcus McGraw has given his 22 years to Oscar Mayer foods including the last four years as
    president of the division. He never encountered such a complex matter. McGraw changed his
    perspective soon when he looked into Mike McTiernan note and all the memos. He gradually
    brought down all the points and linked all the need full strategies to achieve his goal which
    he targeted at the first place. He knew Once a thorough environmental scan is complete,
    a plan can be constructed to identify alternatives, establish challenging goals, determine the
    optimal marketing mix to attain these goals, and detail implementation. Then Marcus would
    create a marketing strategy to create a plan to monitor progress and a set of contingencies if
    problems arise in the implementation of the plan.
    Marcus McGraw knew very well that the Marketing strategies serve as the fundamental
    of marketing plans designed to fill market needs and reach marketing objectives. Plans and
    objectives are generally tested for measurable results. Marketing strategies are developed as
    multi-year plans, with a tactical plan detailing specific actions to be accomplished in the
    current year.

    QUESTION - 2
    If McGraw chooses a strategic direction that favors only one department,
    what negative effects could this have on other departments? How can
    McGraw mitigate the damage?

    ANSWER:
    McGraw truly believed in the solutions provided by his managers were for
    the best of the company. He considered them to be his best men on the job.
    If Mcgraw would have gone with a single solution then he would have risked
    his faith on other managers, so in order to find an optimal solution , he
    gathered inputs from all of them and came to an optimal solution.
    It would have sent wrong signals about the companys belief in the diversity
    of their products and created distrust among the two organizations of the
    same parent company.

    Question - 3

    Oscar mayer is facing many challenges and competition from multi billion
    dollar competitors(conagra,sara lee, hormel etc)
    STRENGTHS: -

    strong financial position


    Market Share
    more specialized manufacturing and marketing skills
    Focus on building value added brands

    WEAKNESS
    Reduced brand strength
    Longevity relative to oscar mayer
    These have encouraged the OM division to start devising strategies to
    develop healthier red meat products, invest in white meat, create new
    convenience products, and innovate in order to differentiate
    themselves.
    Impact in Investment decision
    OM is increasing investment in Research & Development, Advertising
    & Promotions and new human resources and acquiring new firm.

    Question - 4

    Absent any resource constraints, which of the four departmental


    directions do you think is the most viable? Which is the second best
    strategy? Which is the least viable?

    Answer - 4

    The most viable strategy is the strategy suggested by Eric stanger ,


    vice president of OM brand. Like 10 per cent price cut on top 3 OM
    branded items. Increasing the A&P budget by 25 million, enough R&D to
    develop low fat and salt line product.
    Second most viable alternative is suggested by Rob goodman Louis rich
    category manager , he believes that white meat can capture 50 per cent
    of market . His folks have put together aggressive plan centered on two
    initiatives.
    Boosting the brand awareness and trial heaving up their advertising
    behind switch to rich campaign.
    Introducing the string of new product that r&d has introduced.

    The least viable strategy is being suggested by Jim Longstreet in order to


    achieve 4 per cent volume growth rate they believed that they need to
    come up with 4th category within processed meat that will address
    change in consumer lifestyle . he came up with two ideas to offer which
    have come out of work of cross functional teams
    Zappitities
    Lunchables

    Question - 5

    Given the information in the case, what strategic course do you think the
    Division should pursue?

    Answer - 5
    There are basically 4 lines given
    Boosting brand value and increasing advertaising along with the new brand
    of bacon and roast turkey and
    Taking over other healthier products like chicken rite ,turkey time or crabbies
    New products like zappities or lunchables
    There are basically 4 lines given
    Boosting brand value and increasing advertaising along with the new brand
    of bacon and roast turkey and
    Taking over other healthier products like chicken rite ,turkey time or crabbies
    New products like zappities or lunchables

    Question - 6

    Which of Jim Longstreets new product ideas is less likely to succeed?


    Why?

    ANSWER :
    The second one or the lunch box idea is the one more likely to fail as the
    self-life of bread is low and small treats like chocolate ,cheese or crackers
    are not really filling for kids and they are not really healthy in the long run
    so moms are not accepting it

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