Case Study @ SALSA SENSATION

ITEGRATED MARKETING COMMUNICATION (Section: A)

Name: Ahmed, Abid ID: 18-38000-2

Question 1:
Can you think of a brand name that could be used not only for salsa, but for any other
product related to salsa that Hector’s company might sell?
Answer:
I think the brand name could be Feisty Fernandez.
Because of it keeps origin and personality as the brand grows. Current loyal customers can easily
recognize. It also appears to the younger generation. And also it is memorable and catchy.
From the Salsa Business Case Study the salsa that Hector is producing is definitely a quality
product that has its own unique elements to it. The quality, texture, and taste differentiates
Hector's product from other, more established competitors. In order not to limit his company to
selling only salsa, it is important to find a name that will work for both salsa and other products.
Thus he could brand his product by Feisty Fernandez.
Question 2:
How can Hector’s company compete with Pace and Old El Paso? Is there a market
niche the company can locate?
Answer:

So in reviewing both websites and gaining an understanding for a particular market niche it
would be wise to invest in the ever growing social media aspect of the market. Hector’s company
should need to create a well-designed webpage with links to their own YouTube channel with
videos promoting the sauce. A dedicated Facebook page as they would be able to communicate
with the younger generation with ease and as well as the discover feature on Snapchat.
The company should focus to create their branches availability in the everywhere in his region.
That’s why there will be create a lot of customer and their brand will be highly recognize and
also grab attention from the people.
Question 3:
What kinds of advertising and promotions tactics should the company use? Will the
tactics be the same in 5 years?
Answer:
Hector can start advertising for his products by creating a website, then promoting the salsa
through billboards and banners, select the distribution areas well to grab the attention of as many
people as possible and also create offers and promotions like coupons and contests etc in the
newspapers and other media channels.
The company should use these tactics for advertising and promotions:
Product: Hector’s product is really superior so the taste should speak for itself and persuade
consumers.
Place: Hector’s company should come up with special events in the malls and supermarkets.
Pricing: The Company should focus on Price Penetration. Penetration pricing is a pricing
strategy where the price of a product is initially set low to rapidly reach a wide fraction of the
market and initiate word of mouth. The strategy works on the expectation that customers will
switch to the new brand because of the lower price.
Sales Promotions: The Company should come up with coupon offers, discount offers for
ordering by website. And also should provide loyalty membership cards.
Digital Media: Today consumers spend more time in various social media. So the company can
create different campaign and quiz game contests etc. It will create more attention from the
consumers to their brand.

However, the tactics won’t be the same in 5 years because Hector’s goal is to reach regional
distribution within 5 years, after that, Hector’s goals could change from regional to national or
global distribution which would alter the markets.