Marketing Imc Paper

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IMC assignment- Heinz easy squirt colored ketchup

1) Fermi example:

71,639 people visit the Reliance Stadium per home game in Houston, Texas
On average a person eats 60 hot dogs per year
365 days in a year
60/365=.16438356 hot dogs per day
.16438356 X 71,639 =
11,776 hot dogs per game
1 TBLS. = 1 serving of ketchup
66 servings per bottle of ketchup
11,776/66 servings per bottle of ketchup=
178 bottles of ketchup per game at Reliance stadium in Houston, Texas

2) Positioning statement:

To diehard Football fans who want to express their favorite team pride Heinz easy- squirt colored ketchup is the perfect product to prove to your friends and neighbors that you are the ultimate (team name) fan.
We think this because there is a huge market for any NFL related merchandise. If we implement our IMC strategy correctly we will be able to successful participate in this market. Also, ketchup is a well-known condiment and is the most frequently used condiment in the United States.

3) IMC Strategy:

Our first general technique is to start with a sponsorship with the NFL. By getting a sponsorship with the NFL this gives us the ability to use the team and NFL logos without any legal repercussions. Looking at the AIDA model this sponsorship with the NFL would create product awareness and also generate interest from potential consumers. Being associated with a respected brand like the NFL would generate positive consumer attitudes towards our product. Establishing relationships with the stadium vendors where NFL teams play at will be another way to get our product recognized. Seeing this at the stadium is a trial opportunity for a consumer to satisfy their interest about the product.
Secondly, strong focus on game day promotions such as tailgating events. Setting up an attractive booth where we give away free samples of our colored ketchup with incentives. For example, we

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