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Summary Marketing C212 paper.docx C212 Marketing C212 Western Governors University Overview The purpose of this paper is to discuss a marketing strategy for Jovan s Sauce Co. This paper will identify the products the company is going to offer and how they wi$7.49
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Summary Marketing C212 paper.docx C212 Marketing C212 Western Governors University Overview The purpose of this paper is to discuss a marketing strategy for Jovan s Sauce Co. This paper will identify the products the company is going to offer and how they wi
Marketing C212 C212 Marketing C212 Western Governors University Overview The purpose of this paper is to discuss a marketing strategy for Jovan s Sauce Co. This paper will identify the products the company is going to offer and how they will create a competitive advantage in the marketplace. ...
marketing c212 paperdocx c212 marketing c212 western governors university overview the purpose of this paper is to discuss a marketing strategy for jovan s sauce co this paper will identify the
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C212
Marketing C212
Western Governors University
Overview
The purpose of this paper is to discuss a marketing strategy for Jovan’s Sauce Co. This
paper will identify the products the company is going to offer and how they will create a
competitive advantage in the marketplace. In addition, it will also discuss the customer
relationship management, distribution, pricing, and promotional strategies needed to be
successful.
A1: New Products and/or Services
Jovan’s Sauce Co. is based in Bonney Lake Washington. The company was formed in
2002 and has been very successful in creating and introducing new sauces to the market. The
company started by selling sauces at the local farmers market. After almost 20 years in the
business, they are a recognized brand name in the United
States.
In the recent years, Jovan’s Sauce Co. is seeing a decline in the US market as it has
become saturated. Now when you go to a grocery store, you see an entire aisle of condiments
and sauces. Sales have been declining in the last 3 years by about 5% each year.
Jovan’s Sauce Co. started doing research about new sauces and taking them global. They
have decided that they will create and sell tartar sauce and soy sauce. The reason for these two
, sauces, is that the CEO (Jovan) went to Mexico on a trip. He ordered fish tacos and they didn’t
come with tartar sauce. When he asked for it the resort didn’t have tartar sauce. This gave
him the idea of expanding the company’s portfolio of sauces and the country to expand to. Based
on this personal experience and additional research they feel that going to Mexico is the next
logical expansion for them. It is close and distribution can be easy. In addition, there is a plant
in San Diego already that they can utilize for making the sauce and distributing.
A1a: Identify Need and Existing Global Market/Methods
Jovan’s Sauce Co. has been very successful at creating, marketing and selling different
types of hot sauces. They have proven themselves in the marketplace and is a recognized
brand in the United States. Tartar sauce and soy sauce are not in their current lineup as they
focus only on hot sauces. This should be an easy switch to add them to their portfolio.
In order to test the viability of the two sauces, Jovan’s Sauce Co. will do a test offering
to all resorts in western side of Mexico (Baja specifically). The purpose of choosing this
geographic location specifically for testing purposes is that there are a lot of Americans that go
there on vacation. So, they will recognize the brand and at the resort and use it. This will then
compel the resorts to order and keep it on hand as a condiment regularly.
In order to identify a global need for the new products, three research methods were
used. During the investigative phase, the marketing team for Jovan’s Sauce Co. flew down to
Los Cabos Mexico. They hired a marketing firm called Smokey’s product research company.
This research company has relationships with all of the large resorts in Baja Mexico. Smokey’s
setup appointments with the 5 of the largest resorts GM and requested they bring their Chef’s
with them. Jovan’s Sauce Co. then met with each of the resorts. During the meeting, each resort
was asked a series of questions. They were
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