RaveFoods Case Report

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RaveFoods Case Report
Marketing Strategy
When it comes to marketing food products known as Consumer Packaged Goods (CPG), it requires more than mere advertising. Any brand with a huge advertising budget such as Proctor and Gamble can do so. Nonetheless, the skills lie in knowing and discerning how best to use a limited budget for maximum effectiveness. The key difference in running a successful or unsuccessful advertising strategy is in the strategy itself and its implementation including brand positioning, ideal target market and specific media RevFoods seeks. RevFoods will apply an integrated marketing strategy to market its brands in the CPG market.
Digital Marketing
RevFoods cannot overlook this platform when advertising. Large brands are incessantly placing more emphasis on digital marketing. RevFoods can release content on its food brands frequently online but in small dozes using YouTube, blogs, websites and social media platforms such as Facebook, Twitter, Instagram and LinkedIn. The content will include images and videos that highlight RevFoods’ high quality, affordable and accessible food.
Attractive and Persuasive Food Packaging RaveFoods Case Report
The value added in craftsmanship, quality, design and branding can make RevFoods’ brands be a consumer delight in the CPG market. Innovative design will significantly improve brand performance and increase sales for RevFoods. Moreover, it will do immense silent marketing. There are various ways of seeing the value of design. For example, RevFoods can assess relative value and sales as an output of alterations in design. The design will also improve the company’s standing among rivals and give it a competitive advantage. What is obvious is that when a company has high quality products and design, it will not need to compete with its competitors on price. Since RevFoods has proven that the quality of its packed foods make them successful in terms of sale, better packaging and design will not only attract new consumers but also ensure that its existing customers remain loyal to the brand. That is the outcome of offering something unique and of higher standard.
Guerrilla marketing RaveFoods Case Report
Convincing customers to contemplate purchasing a company’s product in the CPG market takes time and a huge advertising budget. Notwithstanding, getting customers to take notice of the company’s product can be swift if a combination of unique packaging design and unconventional marketing strategies. The guerilla marketing strategy that RevFoods will implement to succeed in the CPG market long-term entails promoting its brands or foods in ways that capture the attention of prospective consumers with a limited budget. For instance, RevFoods can apply guerilla marketing by putting up innovative themed parks, recreational rooms and benches across states among others. If RevFoods wants to make a significant impact in the CPG market, it should consider implementing this marketing strategy.
Lifestyle advertising RaveFoods Case Report
A brand that is designed for lifestyle such as eating habits as RevFoods aims to do in the CPG market should have a much higher emotional value to customers than one based solely on benefits, features and cost. The objective of a lifestyle food brand by RevFoods will be to become a way that individuals can use it to relate to one another. Such brands will enable RevFoods to sell an identity rather than a product. As a result of immense warnings from documentaries highlighting the dangers of processed food and how unhealthy they are made, acquiring novel tastes and healthy eating are contemporary day trends that cannot be shunned by CPG marketers. In line with these trends, RevFoods should employ lifestyle advertising so as to get consumers to take notice of and purchase their packaged foods by highlighting the natural ingredients used in making their foods, as well as, low calorie concentration in their products.
Alliances/Sponsorships RaveFoods Case Report
So as to increase exposure for its products in the CPG market RevFoods can consider forming alliances with other companies so as to increase the awareness of its packaged foods. Moreover, RevFoods can sponsor social events such as sports events and teams which will boost its exposure in the CPG market by having the brand names of its products printed on sportswear, buildings, podiums and even stadiums.
Sensorial BrandingRaveFoods Case Report
RevFoods can exploit the spirit of five senses to formulate a favorable experience in synergy for prospective customers. Finding the perfect balance between sweet, sour, salty and bitter for its natural and healthy foods and offering food product samples is key to appealing to consumers’ sense of taste. Packaging of the food products along with their design, images, colors, aroma and shapes are critical to appealing to the senses of sight, touch and smell of customers.

Campaign Type Quantity Projected Cost Per Unit Projected Subtotal
Local Marketing $’00 $00
In-store advertising 6 600 3,600
Newspaper 4 400 1,600
POP 2 500 1,000
National Marketing
Banner Ads 4 500 2,000
Content Marketing
Landing Page 12 1200 14,400
Sponsored Content
White ebooks or papers
Social Media
Facebook 20 100 2,000
Twitter 20 100 2,000
Instagram 10 100 400
LinkedIn 4 100 400
Advertising
Print 2 850 1,700
Online 4 2,500 10,000
Radio 4 2,500 10,000
Television 4 2,500 10,000
Outdoor 4 2,500 10,000
Online Marketing
Websites 4 800 3,200
Blogs 5 800 4,000
Email Newsletters 10 200 2,000
Mobile Apps 1 5,000 5,000

Total 21,250 83,300

Total Subtotal = $8,330,000
Should RevFoods choose to stay private, the recent investment of $30 million by Steve Case will be sufficient to help Rev Foods grow both the school lunch and CPG brands.

Appendices
SWOT Analysis
Strengths • Healthy fresh, real foods for schools and families.
• Natural ingredients in food.
• High quality, affordable and accessible food through whole meals.
Weaknesses • Challenges in packaging.
• Menu challenges in certain locations
Opportunities • A younger generation of customers.
• Partnership with
Threats • Similar foods in the CPG market.•

7 P’s of Marketing RaveFoods Case Report
Products/Services • School lunch program (school meals)
• Consumer packaged goods (CPG)
Prices/Fees
Place/Access • The entire United States as a target market for RevFoods’ consumer packaged goods.
Promotion • Targeting schools and households
• Social media
• Online marketing
• Advertising
Physical Evidence • .
People • Investment in schools and households customer base.
Partners • Partnership with Whole Foods, Nest Collective
Process • Rigorous marketing and advertising

Boston Consulting Group Matrix
Stars (high growth, high market share) • Meal Kits
Cash Cows (low growth, high market share) •
Dogs (low growth, low market share) •
Question Marks (high growth, low market share) • Consumer packaged goods (CPG)

Porters Five Forces
Competition in the Industry • Applegate
• Lunch Bundles
Potential of New Entrants into an Industry • .There is a potential of novel entrants in the CPG market.
Power of Suppliers
Power of Customers • They have a variety of natural packaged foods to choose from in the CPG market.
Threat of Substitutes • Products such as Half Time Natural Lunchbox

Product Life Cycle Assessment
Lunch Program
• RevFoods was launched in 2006 by Richmond and Tobey in Oakland to provide healthy meals combined with in-school nutrition education to public schools.
• Originally offered daily, hot, fresh lunches, as well as, snacks and breakfast to public schools.
• Partnered with Whole Foods which helped build the supply chain for the company.
• Initially targeted the California public charter school market after conducting a successful pilot with Lighthouse Community Charter School.
• Expanded to serve ten charter schools in 2007 with over 1,000 meals a day to K-12 students in low-income parts of the Bay Area.
• Received a major institutional funding in 2007, obtaining $3.15 million from venture investors.
• Partnered with Nest Collective in 2008 to license their packaged product line to the Nest Collective so as to take the packaged goods product line and run it.
• Parted ways with Nest Collective after divergence in brands.
• Launched Meal Kits in 2013 at more than 400 stores such as Whole Foods, Safeway and fresh and Easy.
• Launched “Dynamos”; a high protein granola bites product, into retail stores in the summer of 2015.
• RevFoods acquired CPG brand Lunch bundles; a company that had similar values as RevFoods and offered snack packs that are free of artificial colors, preservatives, flavors and high fructose corn syrup.
• By 2015, Meal Kits were available at 3,000 United States grocery stores. Also launched novel flavors such as hummus with pita chips and popcorn chicken while retiring its jelly and peanut butter kit.

Consumer Packaged Goods RaveFoods Case Report
• RevFoods decided to build a CPG product line with the support of a loan from Whole Foods in 2007 by creating RevFoods branded versions of organic jelly, single-serve apple sauce, butter, boxed raisins and a few breakfast cereals.