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    Mote Farm-Raised Caviar aims to create a sustainable caviar farm in Florida through closed-circuit sturgeon farming. Their objectives are to gain 500 new social media followers in 6 months, increase community awareness through dining experiences in 1 year, and increase sales by 5% in 3 years. Their mission is to unite the community around protecting aquatic life by developing a local, sustainable caviar source. Their competitive advantages include being an inland, closed-circuit farm offering high-quality, affordable caviar. Their target market is engaged, upper middle class females aged 31-45 in the Tampa Bay area interested in local, sustainable foods.

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    Mote Farm-Raised Caviar aims to create a sustainable caviar farm in Florida through closed-circuit sturgeon farming. Their objectives are to gain 500 new social media followers in 6 months, increase community awareness through dining experiences in 1 year, and increase sales by 5% in 3 years. Their mission is to unite the community around protecting aquatic life by developing a local, sustainable caviar source. Their competitive advantages include being an inland, closed-circuit farm offering high-quality, affordable caviar. Their target market is engaged, upper middle class females aged 31-45 in the Tampa Bay area interested in local, sustainable foods.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    50 views26 pages

    Pdfmote Caviawesome Final Presentation

    Uploaded by

    api-281864623
    Mote Farm-Raised Caviar aims to create a sustainable caviar farm in Florida through closed-circuit sturgeon farming. Their objectives are to gain 500 new social media followers in 6 months, increase community awareness through dining experiences in 1 year, and increase sales by 5% in 3 years. Their mission is to unite the community around protecting aquatic life by developing a local, sustainable caviar source. Their competitive advantages include being an inland, closed-circuit farm offering high-quality, affordable caviar. Their target market is engaged, upper middle class females aged 31-45 in the Tampa Bay area interested in local, sustainable foods.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 26

    Mote Farm-Raised Caviar

    Mote Caviawesome
    Jessica Kuykendall
    Eric Wagner
    Macenzie Meggison
    Alexandra Holmes

    Product

    In-Land
    Local
    Sustainable
    Malossol
    Respected Meat Purveyors

    Objectives

    1. To create an online social presence


    exceeding 500 new followers in 6 months.
    2. Greater community awareness in 1 year
    by reaching out and taking part in dining
    experiences.
    3. Increase sales by 5% in 3 years.

    Mission

    Unite the community to protect


    aquatic life by creating a sustainable
    method for fresh, local caviar.

    Competitive
    Advantage

    Inland and closed circuit

    Secondary
    Competitive
    Advantages

    High quality product


    Lower price range
    Local, fresh product
    6

    Research
    Social Media
    Facebook
    Twitter
    Google+
    Tumblr
    Blogspot
    Flickr
    Instragram
    YouTube
    Foursquare
    Pinterest
    None

    Research
    Sustainability
    Yes
    No

    Research

    Research

    10

    Research

    11

    Target
    Market

    Name: Jenny
    Gender: Female
    Age: 31
    Dress/Style: Vintage-esque with a modern flare
    Hair: Wavy and brown with blonde highlights
    Location: Tampa Bay area
    Marital Status: Engaged
    Profession: Sr. Media Buyer at Triad Retail Media
    Income: $72,000
    Additional: Upper middle class

    12

    Target
    Market

    13

    Strengths

    Farm-Raised
    Closed Circuit (Sustainability)
    Local (Inland)
    Uses every piece of the Sturgeon
    Competitive Price (Average)
    The taste is good (Malossol)
    Served at the Ritz
    Optimal egg size and color
    All proceeds go to the Aquaculture Park

    14

    Marketing Mix
    :Product

    15

    Implementation

    16

    Implementation

    17

    Implementation
    Pinterest Page and Boards

    18

    Implementation
    100 Recipe Challenge

    19

    Implementation
    Facebook Page

    20

    Implementation
    Promotional Video

    21

    Implementation
    Menu Insert

    22

    Implementation
    Coupon
    Buy Grey Goose Vodka
    and get 20% off a tin of
    Mote Caviar

    23

    Evaluation

    Primary:
    Facebook Likes
    Pinterest Board Followers

    24

    Evaluation

    Secondary:
    Purchases
    Grocery/Retail Locations
    Restaurants during Savor Sarasota
    Coupons
    Community Awareness
    Post dining experience survey
    Facebook/Pinterest interaction
    Word of Mouth

    25

    Thank You

    26

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