Product Development Diversification Strategy; Targeting a New Customer Base

Product Development Diversification Strategy; Targeting a New Customer Base

ThinkFoodGroup Real Time Cases
September 01, 2017
SKU: RTC-299

Region of the world: North America
Topic: Marketing, Product Development, Diversification, Consumer Packaged Goods, Grocery
Keywords: Real Time Case
Price: $11.00 | €0.00
Distributed by the Global Jesuit Case Series
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Case Focus This case focuses on a marketing manager’s search for new Spanish food import products to be developed that target a younger millennial consumer, with the goal of strengthening/broadening the corporate restaurant brand of Chef José Andrés Case Introduction Marisol Plata is the Senior Brand Manager for ThinkFood Products, José Andrés's curated line of co-branded premium Spanish culinary staples and gourmet foods imported to the US from the renowned chef’s favorite sources. Products are currently distributed across the US in natural grocers, supermarkets, gourmet wine and cheese shops, and online distributors (LaTienda.com, Amazon.com). The product line was created to elevate the cooking and preparation of Spanish cuisine by using the products José Andrés loves and endorses. As such, the products appeal strongly to Baby Boomers and Gen Xers who want to cook or prepare Spanish gourmet meals at home.

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