Business Marketing (Power Point Assignment)

Page 1

By: Sean Doyle & Martin McDermott

AB/MT219: Marketing

Business and Product Profile

Client Name: ZMX Global, Inc.

Brand: Bon Vivant: Organic Gourmet

SSEECCTTIIOONN II.. TTHHEE BBUUSSIINNEESSSS

Company Description

Headquartered in New York City, ZMX Global, Inc. is a large global food company, operating in

over 51 countries around the world. Most commonly known as a fine foods company, ZMX Global, Inc.

has an impressively unparalleled portfolio of brands and products with an international appeal. The

marketing philosophy adopted by ZMX Global, Inc. is a market-oriented approach, “meaning they

assume that a sale does not depend on an aggressive sales force, but rather on a customer’s decision to

purchase a product” (Lamb, Hair, and McDaniel, 2012, pg. 6). ZMX Global, Inc focuses on providing

exquisite culinary products to consumers by being the top purveyor of premium quality ingredients to the

finest food retailers in the world. One renowned brand owned by ZMX Global, Inc., known as Bon

Vivant, provides the highest quality frozen foods in the retail marketplace. Bon Vivant produces frozen

entrées to meet the needs of consumers in the market for frozen readymade meals. This marketing plan

will present a new idea for an Organic Gourmet product line as an opportunity to fill a gap identified

within the Bon Vivant product mix.

Business Mission

According to the ZMX Global, Inc. (2012) website, the Business Mission for the Bon Vivant

brand is on record as follows: “Our purpose is to expand the culinary palette of Bon Vivant customers by

being the leading provider of exceptional frozen gourmet products in the global marketplace” (p. 1).

Company Values

The ZMX Global, Inc. slogan is “Pure Wholesome Foods” (ZMX Global, Inc., 2012, p. 1).

According to the ZMX Global, Inc. 2010 Annual Report (ZMX Invest, 2012) the company meets ethical

and corporate social responsibilities as stated:

As a corporate member of the global community, we accept our responsibility to sustain and

create social value for our stakeholders. We accomplish this through a foundational business

culture of harmony that aligns our corporate values with nature and humankind. We are

committed to producing only environmentally friendly products, adhering to governing laws and

regulations, and making conscientious contributions to the communities in which we serve.

Unique Selling Proposition

The Bon Vivant brand is already known for providing high quality frozen foods to the

marketplace. This marketing plan presents a unique opportunity for Bon Vivant to add an Organic

Gourmet product line to its mix of frozen food products (Lamb et al., 2012). An opportunity exists in the

marketplace for a readymade, restaurant quality, Organic Gourmet product line of entrées made from the

recipes of the finest chefs in the world. Each Bon Vivant Organic Gourmet entrée will be made with pure

and wholesome ingredients indicative of old and new world cuisine. To deliver the message of Bon

Vivant Organic Gourmet, famous chefs will be used in promotional efforts. This product line is unique to

the marketplace in that it offers customers the benefit of eating restaurant quality gourmet organic food

made from recipes of the best chefs in the world, right in the comfort of their own home.

The current slogan for the entire Bon Vivant product mix is: “Experience fine dining in the

comfort of your own home. We enhance lifestyles, one family at a time.” The slogan for the proposed

Bon Vivant Organic Gourmet product line is: “Bringing to families wholesome gourmet food from the

chef’s kitchen to your table.”

Global Vision

Wholesome, organically grown gourmet food from the chef’s table is now affordable through the

Bon Vivant chefs’ Network. This partnership between Bon Vivant and a group of world-renowned chefs

seeks to bridge the gap between wholesome, organic, restaurant quality food and the family table. Our

goal is to make fresh, wholesome, premium quality meals accessible to families across the globe.

Product

This marketing plan proposal is intended to align the idea for a Bon Vivant Organic Gourmet

product line with the sales goals and global vision of ZMX Global, Inc., and is consistent with the Bon

Vivant branding concept. This new product idea offers an opportunity for Bon Vivant to further penetrate

the competitive gourmet frozen food market, and to attract new customers to existing products. The idea

for a new organic gourmet product line offering by Bon Vivant was identified by conducting primary

data collection using survey and ethnographic market research techniques. An opportunity exists in the

marketplace for a readymade, restaurant quality, Organic Gourmet product line of entrées made from the

recipes of the finest chefs in the world.

As indicated by Lamb et al. (2012), this new product idea can differentiate the Bon Vivant brand

as a lasting competitive advantage in the marketplace. Each Bon Vivant Organic Gourmet entrée will be

made with pure and wholesome ingredients indicative of old and new world cuisine. This product line is

unique to the marketplace in that it offers customers the benefit of eating restaurant quality gourmet

organic food made from recipes of the best chefs in the world, right in the comfort of their own home. If

accepted and approved by Bon Vivant leadership, this new product idea will advance to the idea

screening stage of the new product development process. As suggested by Lamb et al., the organic

gourmet product line will undergo concept testing by the ZMX Global, Inc. and Bon Vivant new-product

committee in order to “get consumer reactions to descriptions and visual representations” of this new idea

(p. 174). If the organic gourmet product line passes the idea screening process and is found viable, the

idea advances to the business analysis, development, test marketing, and commercialization stages of the

new product development process.

Product description: The demand for organic food items is intensifying as consumers in the USA desire

to live a healthier lifestyle (Natural News, 2012). The Bon Vivant Organic Gourmet product line will

initially feature five readymade frozen entrées, which includes the following:

Pan Seared Wild Atlantic Salmon with saffron risotto and asparagus

Grilled Free Range Chicken Breast with wild mushrooms and garlic mashed potatoes

Chateau Briand on a bed of steamed spinach with garlic-rosemary roasted potatoes

Roasted Pork Tenderloin in a honey Dijon mustard sauce, broccolini and wild rice

Grilled Top Sirloin with shallots, candy beets and mashed Yukon Gold potatoes

A blend of classical and contemporary cooking techniques will be applied by world renowned chefs to

prepare each of these dishes using top quality organic ingredients.

Brand: The Bon Vivant brand is a trademark of ZMX Global, Inc. The addition of the Organic Gourmet

product line to the Bon Vivant family brand compliments the brand image by associating healthy and

wholesome organic foods as an enhancement to the premium quality dishes already offered by Bon

Vivant in the marketplace. The Organic Gourmet product line will build brand equity due to the

perceived quality of fresh and wholesome organic ingredients used to satisfy the needs of those seeking a

healthier lifestyle. Customers that already purchase Bon Vivant branded products will appreciate the

addition of an exclusive and healthy product line, which may build brand loyalty, resulting in stronger

brand equity (Lamb et al., 2012). The Organic Gourmet product line will be recognized by a unique chef

coat and toque graphic symbol that is under development for review and consideration by the ZMX

Global, Inc. and Bon Vivant new-product development committee.

Product classification: Bon Vivant Organic Gourmet entrées are classified as a tangible good and will

be sold as a consumer product. This heterogeneous shopping product is unique in the marketplace due to

pricing, quality, features and benefits, but can be compared based on functionality, to other gourmet style

frozen food entrées in the marketplace.

Product features & benefits: Two features and benefits will differentiate this new product idea in the

marketplace. The most unique and important feature of the Bon Vivant Organic Gourmet product line is

the use of wholesome organic ingredients in all preparations. According to PR Newswire, US (2012),

organic food is in high demand, and food companies must embrace this growing trend to stay competitive

in the marketplace. The benefits of eating organic may have positive health effects (Natural News, 2012).

Another important feature of the Organic Gourmet product line is the convenience of a restaurant quality

readymade frozen meal. Each preparation is made from the highest quality ingredients, and is prepared

using recipes and cooking techniques of world renowned chefs. Customers benefit from having access to

restaurant quality organic food in the comfort of their own home. These innovative features and benefits

of the Organic Gourmet product line will appeal to early adopters and early majority adopters of new

products. The early adopters are an important group of customers because they tend to be opinion leaders

on lifestyle trends within their communities. The early majority adopters have credible reputations for

making sound shopping decisions and can spread the word about this new product idea to the typically

sceptical late majority and laggard type adopters (Lamb et al., 2012).

Packaging: The packaging for the new Bon Vivant Organic Gourmet product line will also be an

important feature that will add to the allure and convenience factor of the product. The outer layer of the

packaging will be colourful and attractive, each depicting a picture of the world-renowned chef that

created the recipe presenting the bountiful meal in a fine dining setting. The inner layer of the packaging

will be made of a non-stick aluminium bag that is designed to cook the meal before opening. The

packaging design is a work in progress. Each package will contain 24 ounces of Organic Gourmet

product.