JIF Sales Presentation
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Transcript of JIF Sales Presentation
BACK TO SCHOOL WITH JIF
- JONATHAN WEBER
WAL-MART SITUATION• Your store sales are down
• Missed earnings over the past year
• We want to capitalize on high traffic/sales items for back-to-school season
• SO WHAT• We want to focus our marketing/sales efforts to college students in
Knoxville/East Tennessee for back-to-school season
• Demographic: College Students, ages 18-24
• 60,000 college students in East Tennessee• Discretionary Spending (Tight Budget)• Come to Wal-Mart to satisfy and purchase all needs
ex. Food, Clothes, Hygiene, school supplies
CONSUMER INSIGHTS
• BACK-TO-SCHOOL SEASON IS THE #2 SPENDING PERIOD FOR CONSUMERS
• TOTAL OF $72.5 BILLION IN SPENDING
BACK TO SCHOOL PERIOD IS HUGE!
#1 PEANUT BUTTER FOR COLLEGE STUDENTS
MOST COMMON PEANUT BUTTER PURCHASED BY COLLEGE STUDENTS PAST 30 DAYS
IDEA• 1 large display of 16 oz. Jif Peanut Butter jars in all
Knoxville/East Tennessee stores• Starting July 7th, 2016 for Back-to-School
Season• Display: Alternating Orange and White labels to
create Checkerboard Endzone with 1,000 jars at a time
• HOW?
HOW IT WORKS?• Sunday Advertisement Feature:
• We want to be featured as a super deal for back to school shopping in your paper
• Implement a $0.40 coupon sale in the advertisement
• Golden Ticket Event at Knoxville Store’s:• 1 in 100 bottles will have “Golden Ticket” underneath the cap• If it has picture of Head Coach Butch Jones student receives “backstage pass” at chosen UT football game
• Logistics: • Deliver 500 Jars every 5 days for entire campaign• Only retail company we are doing promotion with, receive our full attention
• Pricing: • Sell for $1.99 with coupon• Cost: $1.63 with $0.25 kickback from P&G• Profit Margin: 18%
BENEFITSFor Wal-Mart:
• Highest Selling Peanut Butter for Wal-Mart = drives in store traffic
• Large amount of variety, make up lower margin through high volume = Forecast $1.5 million in sales
• Golden Ticket Promotion and Checkerboard Display, encourages multiple purchases for consumers = higher dollar sales
• Build this promotion into other markets that are tailored to different college towns = Re-applicable idea across country
For Shopper:• Inexpensive product with coupon = great value on hot item
• Motivates and creates local area excitement by partnering with football team!
NEXT STEPS• Want to set up displays by July 7th 2016
• Deliver our first 25 displays to all East Tennessee locations• Re-stock every 5 days through Mid-October• Will merchandise and re-stock our own products for
display• Exciting price, promotion, and service, provides winning
strategy for Back to School Shopping season