Chef Boyardee- Just What You Needed!
IMC Plan
Christopher Pose
MKTG 343 – Integrated Marketing Communications
Metropolitan State University
Katryna Johnson, Ph.D
Situation Analysis
Recently, due to their consumer food volume experiencing a heavy decline, ConAgra, the parent company of Chef Boyardee issued a warning to Wall Street that this will lead to a continued drop in profits. Chef Boyardee is facing challenges in the market due to some of its tired and old products (Tuttle, 2014). The situation analysis will support and shape the new proposed integrated marketing communications campaign designed to help Chef Boyardee explain to young consumers, ages 18-30, that their product is the best meal solution for a busy lifestyle.
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Worldwide canned food products provide factors such as short cooking time, long shelf life, and easy storage, which lead to wide consumption. When looking at product types the global canned food market can be segmented into seven different types: Canned Fish, Canned Vegetables, Canned Meat Products, Canned Fruits, Canned Ready Meals, Canned Desserts, and Others (“Global Canned Food Market 2015-2019”, 2015). Chef Boyardee falls into the Canned Ready Meals …show more content…
Additionally, even though consumers seek for foods and packaging freshness, ingredients of superior quality, convenience and eco-friendliness, all of which a can is able to provide, the consumer perception of these traits is very low (EAGLE, J., 2013).
Company Background
The Chef Boyardee Company has its origin with a real Italian chef who wanted to make authentic Italian food for all classes. Hector Boiardi was an authentic Italian chef, and he founded the Chef Boyardee Company in the 1920’s, alongside his brothers. The popularity of the Italian-light food grew so fast, which drastically increased Boiardi’s workload. This increase of work and stress lead to Boiardi selling his company in the 1950s for $6 million. The company is now owned by ConAgra Foods. The majority of today’s Boyardee products are based off his original recipes.
‘Chef Boyardee: Real great food, real great chef’ is on the forefront of the company’s website. The company business philosophy can be summed up by their drive to carry on the delicious tradition begun by the real Chef Hector Boiardi in 1924. Tradition is also a key component of their mission to feature quality ingredients and to deliver flavors that children grew up with and now crave (Chef Boyardee: Beef Ravioli, Beefaroni and More,
Born of the idea to preserve authentic Italian cuisine, Academia Barilla has faced strategic issues to increase profitability and growth. Offering not only high quality food products, but an education on Italian gastronomy, Academia relies on a differentiated marketing message of authenticity, with the quality to prove it. While striving to teach buyers of the difference between imitation and true Italian cuisine, Academia must continue to seek new strategies to reach a broader customer base. By studying the firm’s core competencies, and performing analysis on the industry, Academia has the tools necessary to meet their objectives.
Canning has primarily been perceived as a necessity, but today it has become more of a widespread hobby. Alike the discourse in Foodies, canning has stepped away from traditional restrictions to partake in a certain hobby. Stainsby states in the Vancouver Sun “it’s official. Canning is hip, no longer grandma’s domain.” A trend stems from the search for distinction, but because only a select few lead this search, the result is democratization. The recent popularity of canning is fuelled by a number of conditions, many of which are components of the foodie movement, such as: local, seasonal, organic, exotic and authentic; themes that were all discussed in Foodies. Canning is distinguished from the overall discussion of Foodies due to its universal approachability. Foodi...
On July 16, 1918, the Russian imperial family, the Romanovs, were executed in the basement of the Ipatiev House by the Bolshevik political party. While The Kitchen Boy, by Robert Alexander, follows the point of view of the family’s young kitchen boy during this event, along with a different possible ending to history, it also follows the boy through the poor treatment of the royal family long before they were killed. During their stay in the House of Special Purpose under control of the Bolsheviks, the Romanov family endured physical, psychological, and spiritual mistreatments.
Antoine’s’ is one of the oldest family ran restaurants in the USA.[] It was established in 1840, by Antoine Alciatore a French immigrant. His main inspiration was to bring a little bit of his home to New Orleans. It was a big help to him that the city was already filled with French speaking people; French dinning was naturally the next thing introduce to the city. He and his wife, Jules Alciatore like so many others came to America in search of wealth and prosperity.[] Pension Alciatore was the name of their first location and its aromatic odors wafting from their kitchen brought New Orleans to the door. By 1868 with increase of population, the official location of the restaurant became permanent on St. Louis Street; this where the restaurant stands today.
Gorman realized that building on the L.L. Bean brand would be critical to the success to the company. The company’s goal was to associate the brand name with the image of “Maine’s natural beauty”, along with the legend of the company’s founder. These efforts led the company thirty years of 20% annual growth. Most impressive is the fact that the company was able to finance this growth internally, ad remain privately held by family members.
Subway, one of the present leaders in the fast food industry was set up in 1965 in Bridgeport, Connecticut by Fred DeLuca. A family friend of him suggested this idea to help him pay for his education to fulfill his dream of becoming a doctor. Dr. Peter Buck, one of Fred’s friends agreed to be his partner with a loan of $1,000. There was a huge growth in the business relationship that changed the landscape of the fast food industry.
The vision of Panera was to make Panera Bread a nationally recognized brand name as well as becoming the dominant restaurant operator in upscale, quick-service dining. The top management believed for their vision to become a reality they must depend on being better than the guys across the street. In addition Panera wanted to offer a unique dining experience at Panera so attractive that customers are passing by other fast casual restaurants to dine at their nearest Panera Bread Company. Management further implemented this strategy by following a blueprint for attracting and retaining customers. This blueprint called, Concept Essence underpinned Panera’s strategy and embraced several themes that, taken togethe...
Broussard’s Cajun Cuisine has been spicing up Cape Girardeau since 1986. Barron T. Broussard and his wife Kathy moved to Cape Girardeau from Crowley, Louisiana with a plan to bring the Cajun style of Louisiana to Missouri. They did just that for 5 years, gaining the reputation of great food and service in the Midwest, before selling it to Mr. Dennis Stockard in 1991. Mr. Stockard and his son, Shawn, upheld the Cajun tradition for thirteen years before selling it to the present owner, Hunter Clar...
In our fast pace society, we base everything on time and money. This need to save money and time has transformed the way we see food and purchase food. Food is an essential part of all cultures. It plays a role in every person’s life. The population has the power to choose what we eat and how the food industry is shaped. There are many important questions that we need to ask ourselves in order to keep the food industry in check. These questions are: How do we know our food is safe? What should we eat? How should food be distributed? What is good food? These are simple yet difficult questions.
Over the years food has changed from more natural occurring products to quick and easily accessible ones. I for one blame the companies who accept and encourage this. From the previous essay, it also provides a series of questions for which we should be analyzing our food: “How fresh is it? How far was it transported? How pure or clean is it?” (Berry). Simply, we need to be more aware about our food. Food used to be only grown. There was no way
Norman Brinker began his career in the restaurant business in 1950 as a partner in the Jack-in-the-Box restaurant chain. As a result of Mr. Brinker’s passion for the restaurant industry, he created the casual dining concept. Opening the first Steak and Ale in 1966 allowed him to bring this concept to life. Later, he developed the Bennigans chain, sold both chains to Pillsbury Corporation, and took over as vice president of Pillsbury. Brinker International was formed in 1984 after Brinker left Pillsbury to purchase 40% interest in Chili’s restaurant chain (Nelson & Quick, 2006). With the forming of Brinker International, Brinker was now able to pursue his vision of casual dinning more progressively.
American Journal of Food Technology 6.6 (2011): 441-59. Print. The. Gonzalez, Julina. A. Roel. " "The Philosophy of Food," Edited by David M. Kaplan.
However, the history of processed foods should not be ignored. In 1810, Peter Durand, an Englishman, developed the can (Short History of Processed Foods). In 1821, William Underwood, an ambitious young man in London, established a canning plant, which canned fruits, vegetables, and condiments (Short History of Processed Foods).
Canning is a simple method for capturing food’s delicious and wholesome qualities at natures very best and for preserving food for enjoyment at a later time. Nowadays people choose for can because it may saving the available food for later use. One of the most common methods for preserving foods today is to enclose them in a sterile container. Canning can be glass, plastic and metal can and the basic principle of canning is that a food is sterilized, usually by heating, and then placed within an air-tight container. In the absence of air, no new pathogens can gain access to the sterilized food. In most canning operations, the food to be packaged is first prepared in some way—cleaned, peeled, sliced, chopped, or treated in some other way—and then placed directly into the container. The container is then placed in hot water or some other environment where its temperature is raised above the boiling point of water for some period of time. This heating process achieves two goals at once. First, it kills the vast majority of pathogens that may be present in the container. Second, it forces out most of the air above the food in the container.
The demand for easy to prepare and convenience of food create major scientific and technological challenges that cannot be fulfilled without experts scientific capable of understanding complex chemistry or biochemistry of food system and knowledge about method to preserved food which increases dependability of society towards ready-to-eat has led the greater responsibility for processors in terms of quality, safety and nutrition (McGill, 2011).