Garden Burger

Marketing:

Here are some notes that I took in class. We talked little about the garden burgers case, but I seem to have a lot of notes for it. So here are my notes.

Garden Burgers Part A:
Segments -
• Vegetarians (20-25%)
o -no meat
o -Liberal
o -Coastals
o -Bigger Cities
o -Mostly Women
• Health Modifiers (35-50%)
o -Health issues
o -Want to eat healthier
• Cultural Creatives (26%)
o -Spiritual
o -self expressions
o -new ideas
o -environmentalists
o -wealthier
Competition
• Morning Star
o Copy of meat
o Reduced sat. fats
o No animal fat
o 0 cholesterol
• Harvest Burger
o All vegetable
o Low fat
o High protein
o Beef substitutes
o High fiber
o Low cholesterol
• Boca Burgers
o Meat analog

Next we spoke about our Integrated Marketing Project. It appears we're supposed to look to the future about the year 2015 as if we are going to another city, state or national with our marketing campaign. It looks like a very challenging project. Here is a link to the description of the project.

Supply Chain:

Today's class was very easy. With a simple Q&A session.