New Era – The Rise of a Multinational Empire

 
 
 
 
 

                     
 

 
  1  
  

Table  of  Contents  

Executive  Summary…………………………………………………………………………………………….…2  

Marsh  Brand  Partners…………………………………………………………………………………………...3  

QR  Code/Smart  Picture  Explanation………………………………………………………………...……4  

SWOT……………………………………………………………………………………………………………………..5  

Goals  and  Objectives………………………………………………………………………………………………6  

Marketing  Strategy……………………………………………………………………………………………..7-­‐8  

Target  Audience,  Products  &  Opportunities……………..............………………………………....9  

Discussion  of  Return  on  Investment  (ROI)……………………………………..…………….…10-­‐14  

Analysis  of  Market  Structure…………………………………………………………………………...15-­‐18  

Recommendations  Based  on  Data…………………………………………………………………….…..19  

References………………………………………………………………………………………………………....…20  

Appendix………………………………………………………………………………………………………………21  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Executive  Summary  
  2  
  
  When  someone  thinks  of  brand  innovation  they  think  of  creativity,  optimism,  and  breaking  the  barriers  of  social  
marketing  norms.    Brand  innovation  requires  a  level  of  creative  expertise  in  which  only  a  select  few  number  of  companies  can  
properly  execute.  Marsh  Brand  Partners  is  a  company  that  thrives  on  brand  innovation  and  creativity  through  their  many  
forms  of  brand  extensions.    Marsh  Brand  Partners  uses  the  foundation  of  being  passionate,  strategic,  and  creative  to  build  each  
brand  they  establish.  They  strongly  believe  in  “creating  customer  connections  for  life”  and  deliver  high  impact  ideas  that  in  
return  deliver  measurable  results.    
     
The  project  we  are  investigating  is  Marsh  Brand  Partner’s  current  collaboration  with  Captain  Morgan’s  and  Curly’s  
BBQ  brand,  and  Smart  Picture.  Marsh  Brand  Partners  came  together  with  these  brands  to  create  a  new  venture  in  BBQ  in  order  
to  connect  with  consumers  in  a  new,  fresh  and  engaging  way.    They  first  utilized  their  Marsh  open  Innovation  process,  to  drive  
a  new  taste  sensation  with  the  flavor  experts  and  R&D  teams  from  both  Curly's  Smokehouse  experts  and  the  Captain  Morgan's  
taste  experts.  After  gathering  incredible  consumer  insight  and  inspiration,  Marsh  also  created  a  Co-­‐Branded,  upscale  Package  
design,  to  best  capture  the  new  BBQ  products  that  would  illuminate  store  shelves.    
 
With  the  chef  inspired  recipe  development  and  strategic,  imaginative  creative  story  content,  Marsh  began  
constructing  a  strategic  plan  to  engage  their  audience  to  create  awareness  and  drive  trial.  They  have  currently  engaged  their  
audience  through  new  packaging,  in-­‐store  promotions  and  tastings,  on-­‐line  experience  and  gaming,  recipes,  events,  radio  and  
outdoor  and  a  social  connection  strategies  that  give  way  for  hands  on  experience.  However,  they  still  wanted  to  reach  a  
broader  audience  that  was  sure  to  be  long-­‐time  consumers.  They  decided  to  partner  with  the  Smart  Picture,  the  Cincinnati  
Reds  MLB  team  and  the  Great  American  Ball  Park  to  engage  the  sports  audience  in  their  new  venture  in  a  rather  original  way.    
 
After  researching  past  brand  marketing  campaigns  they  have  used,  we  came  up  with  new  and  innovative  ways  they  
can  market  towards  the  sports  community.  These  ways  will  allow  them  to  come  into  a  new  realm  of  brand  innovation  and  
acquire  a  new  target  audience  that  they  may  not  have  assimilated  to  before.  Since  the  sports  industry  is  a  multi-­‐billion  dollar  
industry,  any  form  of  corporate  branding  in  collaboration  with  sport  teams  is  a  rewarding  opportunity  for  the  company.    It  is  
our  goal  to  revitalize  the  marketing  strategies  of  Curly’s  BBQ  and  Captain  Morgan’s  brand  in  an  effort  to  excite  the  consumer,  
establish  customer  loyalty  and  globally  expand  the  brand  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  3  
 Description  of  the  Technology  
 
QR  Code  (Quick  Response  Code)    
 
QR  Code  is  a  two-­‐dimensional  symbol.  It  was  invented  in  1994  by  Denso-­‐Wave,  one  of  many  major  Toyota  group  

companies.  This  two-­‐dimensional  symbol  was  initially  intended  for  use  in  production  control  of  automotive  parts,  but  it  has  

become  widespread  in  other  fields.  Now  QR  Code  is  seen  and  used  everyday  everywhere  in  Japan  and  around  the  world  for  the  

following  reasons:    

• Several  characteristics  superior  to  linear  bar  codes:  much  higher  data  density,  support  Kanji/Chinese  

character,  etc.    

• It  can  be  used  by  anybody  free  of  charge  as  Denso  has  released  the  patent  into  the  public  domain.    

• Data  structure  standard  is  not  prerequisite  for  current  usages.    

• Most  mobile  phones  in  Japan  equipped  with  cameras  that  enable  reading  of  QR  Codes  can  access  Internet  

addresses  automatically  by  simply  reading  a  URL  encoded  in  the  QR  Code.    

Smart  Picture  

SmartPicture®  is  a  process  that  facilitates  the  instant  connection  of  the  offline  world  to  the  online  world  through  the  

use  of  imperceptible  codes  embedded  in  printed  materials.  With  the  SmartPicture  App  you  and  your  customers  can  readily  

scan  SmartPicture  enabled  images  and  be  instantly  connected  with  a  vast  world  of  media  rich  content.    

In  contrast  to  other  scanning  technology  such  as  QR  codes  or  Microsoft  TAGs,  SmartPicture  uses  Digimarc  Technology  

which  is  incorporated  into  any  image,  logo  or  brand  negating  the  need  to  have  a  separate  code  or  tag  and  its  associated  brand  

detraction.  Unlike  other  scanning  technology  such  as  QR  codes  or  Microsoft  TAGs,  SmartPicture  incorporates  the  technology  

into  any  image,  logo  or  brand  negating  the  need  to  have  a  separate  code  or  tag,  and  takes  the  consumer  directly  to  a  mobile  

site,  shows  them  a  video,  allows  them  to  download  an  app,  enter  competitions,  send  email  enquiries,  show  locations  or  

directions  using  Google  maps  or  prompts  a  purchase  by  visiting  yours  or  a  third  party  shopping  cart.    

 
 
 
 
 
 
 
 
 
 
 
 
 
 
SWOT  (Marsh  Brand-­‐John  Morrell)  
Strengths  
  4  
 • Longevity  
• Strong  networking  connections  
• Global  appeal  and  impact  
• Heavily  rooted  in  family/  familial  values  
• Cincinnati-­‐based  company  –  Pre-­‐established  ties  
 
Weaknesses  
• Narrow  product  focus  (primarily  pork  products)  
• Company’s  origins  outside  of  the  United  States  
• Being  in  direct  competition  with  P&G  
• No  offerings  for  consumers  pursuing  vegan  or  vegetarian  lifestyles    
• Minimal  product  development/clientele  abroad    
 
Opportunities  
• Expand  product  offerings  
• Increase  knowledge  and  appeal  of  product    
• Create  customer  loyalty  and  brand  recognition    
• Establish  exclusivity  with  the  inception  of  an  application    
 
Threats  
• Rival  food  vendors  that  are  more  appealing  for  the  venue  
• Procter  and  Gamble  umbrella  of  products    
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
SWOT  (QR  Code/Smart  Picture  Technology)  
Strengths  
  5  
 • Innovative  technology  in  sync  with  modern  digital  culture  
• Inexpensive  to  produce  
• Software  available  for  easy  download  
• Fast  process  for  providing  complex  information    
• Supported  in  social  networking  platforms    
• Immediate  feedback  and  review  
   
Weaknesses  
• Only  accessible  for  consumers  with  Smartphones    
• Stereotype  as  being  gimmicky    
• Awareness  of  Smart  Picture  technology  is  minimal  in  U.S.  
• QR/Smart  Picture  codes  cannot  be  edited,  instead  they  have  to  be  replaced  
• Lack  of  universal  standardization  
• Dependent  on  customer  interaction  and  participation  
 
Opportunities  
• Penetration  of  online  and  mobile  consumer  markets    
• Ability  to  track  and  categorize  data  more  methodically  
• Can  be  utilized  in/on  a  plethora  of  media  mediums    
• Accessibility  in  foreign  countries    
• Marketing  and  promotional  advertising  more  efficiently  and  effectively    
Threats  
• Consumer  interests  and  desires  fluctuating    
• Failure  to  attract  repeat  customers/business  à  get  discount  &  never  return  
• QR  concept  is  somewhat  ambiguous  or  misunderstood  by  consumer    
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Goals  and  Objectives  
Goals  
  6  
 Have  a  noticeable  increase  in  sales  of  Curly’s  BBQ  products  

Attract  business  and  retain  loyal  clientele  

Generate  excitement  about  the  new  product  offerings  from  merchandise  incentives  

Implement  creative  marketing  strategies  for  Curly’s  BBQ  products  

Objectives  

Brainstorm  and  find  ways  to  market  Curly’s  BBQ  products  

Establish  an  effective  Smart  Picture  marketing  campaign  

Utilize  partnerships  with  the  Great  American  Ball  Park  and  Cincinnati  Reds  baseball  team  

Re-­‐vamp  the  ways  of  brand  extension  through  brand  awareness    

Use  Incentives  to  promote  Curly’s  BBQ  products  through  the  Smart  Picture  app  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Marketing  Innovations  
 
Branded  cup  holders  and  potentially  evolve  to  branding  stadium  seats    

  7  
 Equip  the  cup  holders  with  USB  ports    
Hologram  cups  with  Smart  Picture  image  
• Captain  Morgan’s  pirate  with  treasure  chest  in  hand,  Curly’s  BBQ  in  chest  
• Winning  cups  will  have  baseball  with  Cincinnati  Reds  logo  on  it  in  the  treasure  chest  
• Each  cup  will  feature  different  Cincinnati  Reds  trivia  facts  
Merchandise  “Free  Giveaways”  Tent  (tanks,  bags,  sunglasses,  cozies,  keychain  bottle  openers,  and  free  samples  
• BBQ  sauce  samples  will  have  smart  picture  label  to  allow  the  customer  to  delve  even  further  into  the  product  
line  and  learn  more  about  the  company    
Life-­‐size  posters  with  new  smart  picture  image  at  “hot  spots”  (as  indicated  below)  around  Great  American  Ball  Park  
Specialized  application  with  built  in  QR  code  reader  and  trivia  contest  game  
Hashtag  branding  (#capturethebooty  &  #golddigging)    
 

 
 
 
Target  Audience  

Families    
  8  
• Containing  wife,  husband,  and  children  

• Children  will  be  exciting  to  have  the  pictures  on  the  cups  which  will  make  the  parents  purchase  the  cups  with  the  

Smart  Picture  

• Parents  will  scan  the  cups  for  prize  incentives  

• Will  have  the  smart  phones  that  will  enable  them  to  scan  

Women  

• 2/3  of  QR  Codes  are  scanned  by  women  

• Influence  the  grocery  store  shopping  buys  more  than  men  

• Purchase  the  products  for  their  families  

Young  People  

• Ages  18-­‐25  

• Majority  of  the  market  owns  smart  phones  

• Attracted  to  alcohol  related/  endorsed  imaging  

• Have  a  high  want  for  free  incentives  

Middle-­‐aged  Men  

• Men  that  grill/BBQ  who  will  have  a  taste  for  the  product  

• Grilling  is  correlated  with  a  masculine  persona  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Dollars  Make  Sense  –  Discussion  of  Return  on  Investment  
 

  9  
 According  to  entrepreneur.com,  Return  on  investment  (ROI)  is  the  concept  of  an  investment  of  some  resource  yielding  

a  benefit  to  the  investor.  A  high  ROI  means  the  investment  gains  compare  favorably  to  investment  cost.  As  a  performance  

measure,  ROI  is  used  to  evaluate  the  efficiency  of  an  investment  or  to  compare  the  efficiency  of  a  number  of  different  

investments.  In  purely  economic  terms,  it  is  one  way  of  considering  profits  in  relation  to  capital  invested.  

In  any  business,  that  is  the  ultimate  goal:  spend  money  to  make  even  more  money!  In  our  attempt  to  help  Marsh  

Brand  Partners  please  their  client:  Curly’s  BBQ  we  have  constructed  different  scenarios  in  which  all  of  the  ROI’s  would  be  on  

the  positive  side  and  therefore  make  the  investment  and  marketing  venture  not  only  extremely  worthwhile,  but  extremely  

profitable  as  well!    

More  than  doubling  the  investment…  

 

 
 
Input  Summary  
Years   5  
Rate  of  return   10%  
Initial  investment   $100,000.00  
Annual  investments   $15,000.00  
Inflation  rate   8%  
Tax  rate   20%  
Adjust  annual  investment  for  inflation?   no  

  10  
 Show  all  values  after  inflation?   no  
 
 
Results  Summary  
Compounded  interest  return   $8,971.74  
Simple  interest  return   $58,000.00  
Total  invested  capital   $175,000.00  
Investment  final  total   $241,971.74  
 
Investment  Balance  by  Year  
 
  Annual        
Year   investment   Taxes   Net  Return   Total  
0   $0.00   $0.00   $0.00   $100,000.00  
1   $15,000.00   $2,300.00   $9,200.00   $124,200.00  
2   $15,000.00   $2,784.00   $11,136.00   $150,336.00  
3   $15,000.00   $3,306.72   $13,226.88   $178,562.88  
4   $15,000.00   $3,871.26   $15,485.03   $209,047.91  
5   $15,000.00   $4,480.96   $17,923.83   $241,971.74  
 
 
Not  quite  doubling  your  investment…  
 
After  5  years  you  could  have  $175,000.00.  
Your  original  investment  of  $100,000.00  plus  your  annual  investments  of  $15,000.00  could  be  worth  
$175,000.00  after  5  years.  This  assumes  an  annual  rate  of  return  of  10%  and  all  of  your  annual  
investments  happen  at  the  beginning  of  the  year.  All  values  are  shown  after  inflation  is  taken  into  
account.  
 

 
Input  Summary  
Years   5  
  11  
 Rate  of  return   10%  
Initial  investment   $100,000.00  
Annual  investments   $15,000.00  
Inflation  rate   8%  
Tax  rate   20%  
Adjust  annual  investment  for  inflation?   yes  
Show  all  values  after  inflation?   yes  
 
 
Results  Summary  
Compounded  interest  return   $6,189.54  
Simple  interest  return   $40,861.49  
Total  invested  capital   $127,948.97  
Investment  final  total   $175,000.00  
 
Investment  Balance  by  Year  
  Annual        
Year   investment   Taxes   Net  Return   Total  
0   $0.00   $0.00   $0.00   $100,000.00  
1   $13,888.89   $2,129.63   $1,111.11   $115,000.00  
2   $13,888.89   $2,407.41   $1,111.11   $130,000.00  
3   $13,888.89   $2,685.19   $1,111.11   $145,000.00  
4   $13,888.89   $2,962.96   $1,111.11   $160,000.00  
5   $13,888.89   $3,240.74   $1,111.11   $175,000.00  
 
 
Worst  case  scenario…  
 

 
 
Input  Summary  
  12  
 Years   5  
Rate  of  return   10%  
Initial  investment   $100,000.00  
Annual  investments   $15,000.00  
Inflation  rate   8%  
Tax  rate   20%  
Adjust  annual  investment   no  
for  inflation?  
Show  all  values  after   yes  
inflation?  
 
Results  Summary  
Compounded  interest  return   $6,106.02  
Simple  interest  return   $39,473.83  
Total  invested  capital   $119,102.06  
Investment  final  total   $164,681.90  
 
Investment  Balance  by  Year  
 
  Annual        
Year   investment   Taxes   Net  Return   Total  
0   $0.00   $0.00   $0.00   $100,000.00  
1   $13,888.89   $2,129.63   $1,111.11   $115,000.00  
2   $12,860.08   $2,386.83   $1,028.81   $128,888.89  
3   $11,907.48   $2,624.98   $952.60   $141,748.97  
4   $11,025.45   $2,845.49   $882.04   $153,656.45  
5   $10,208.75   $3,049.66   $816.70   $164,681.90  
 
Saving  the  best  for  last…..  
 

 
 

  13  
 Input  Summary  
Years   5  
Rate  of  return   10%  
Initial  investment   $100,000.00  
Annual  investments   $15,000.00  
Inflation  rate   8%  
Tax  rate   20%  
Adjust  annual  investment  for   yes  
inflation?  
Show  all  values  after  inflation?   no  
 
 
Results  Summary    
Compounded  interest  return   $9,094.46    
Simple  interest  return   $60,038.94    
Total  invested  capital   $187,999.01    
Investment  final  total   $257,132.41    
 
Investment  Balance  by  Year  
 
  Annual        
Year   investment   Taxes   Net  Return   Total  
0   $0.00   $0.00   $0.00   $100,000.00  
1   $15,000.00   $2,300.00   $9,200.00   $124,200.00  
2   $16,200.00   $2,808.00   $11,232.00   $151,632.00  
3   $17,496.00   $3,382.56   $13,530.24   $182,658.24  
4   $18,895.68   $4,031.08   $16,124.31   $217,678.23  
5   $20,407.33   $4,761.71   $19,046.85   $257,132.41  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Supporting  Data  
  14  
  
The  iPhone  is  the  most  popular  scanning  device  for  QR  codes.  

Two-­‐thirds  of  all  QR  codes  are  scanned  by  women.  

Print  media  accounts  for  only  1%  of  all  scanned  QR  codes.  

“Extreme  Scanning”  is  when  users  excessively  scan  QR  codes  hundreds  of  times  more  than  the  average  user  –  

contests  appear  to  be  the  driving  force  behind  this  phenomenon.  

Over  one-­‐fourth  of  all  scanned  QR  codes  were  scanned  by  35-­‐44  year  old  consumers.  

Excluding  Japan,  the  United  States  has  the  highest  QR  code  usage  rate  than  any  other  country.  

According  to  a  survey  by  JumpScan.com,  52%  of  participants  had  seen  or  heard  of  QR  codes.    

Of  those  who  use  social  media,  57%  of  Facebook  and  Twitter  users  said  they  have  scanned  a  QR  code  at  least  

once  in  the  past  year  and  as  many  as  40%  had  done  so  five  or  more  times  in  the  past  year.    

From  July  to  December  of  2010,  there  was  a  1200%  increase  in  the  scanning  of  QR  codes.    

The  OS  used  most  to  scan  QR  codes  is  Apple  (68%),  followed  by  Android  (26%)  and  Blackberry  (4%).    

The  world’s  largest  QR  code  was  159  square  meters  and  created  by  Audi  to  celebrate  100  years  of  car  

manufacturing  

 
 

 
  15  
  

 
 
 

 
 
  16  
  

 
 
 

 
  17  
  
 
 
 

 
 

Benefits  and  Recommendations  for  QR  Integration  for  Curly’s  BBQ  

Benefits:  

Revenue  stream  growth    

Increase  customer  traffic    

Accrue  customer  loyalty  through  meticulous  execution  of  application  functionality    

Recommendations:  

Ensure  customer  loyalty  through  product  purchasing  capability  and  reward  system  through  mobile  application  

Utilize  suggested  ROI  strategies  for  activation  in  Great  American  Ballpark  to  attract  consumer  attention  

Embrace  the  branding  of  stadium  seats  and  cup  holders  to  captivate  the  consumer’s  participation  

Install  USB  mobile  charging  ports  into  cup  holders  to  minimize  customer  excuses  for  lack  of  accessibility    

Watch  your  brand  develop  into  an  empire    

 
 
 
 

  18  
  
 
 
 
 
 
 
 

References  

Chickowski,  E.  (2012).  Threat  Update:  Malicious  QR  Codes  Pose  Risk  to  iPhone,  Android  Devices.  Channel  Insider,  1-­‐2.  

Dou,  Xue  and  Hairong  Li  (2008),  “Creative  Use  of  QR  Codes  in  Consumer  Communication,”  International  Journal  of  

Mobile  Marketing,  3(2),  61-­‐67.    

Hampton,  D.,  Peach,  A.,  &  Rawlins,  B.  (2011).  REACHING  MOBILE  USERS  WITH  QR  CODES.  Kentucky  Libraries,  75(2),  6-­‐

10.  

Hart,  M.  (2011).  Breaking  the  QR  Code.  T  H  E  Journal,  38(9),  4.  

Larson,  P.  D.,  &  Lusch,  R.  F.  (1990).  Quick  response  retail  technology:  integration  and  performance  measurement.  

International  Review  Of  Retail,  Distribution  &  Consumer  Research,  1(1),  17.  

Patel,  Kunur  (2012),  “Marketer  Lover  for  QR  Codes  Not  Shared  by  Consumers,”  Advertising  Age,  83(1).    

Podfigurny,  R.  (2011).  Enhancing  Your  Marketing  with  QR  Codes  &  Smart-­‐Phone  Technology.  Business  Journal  

(Central  New  York),  25(37),  15.  

QR  Code  technology  embraced  by  retailers.  (2012).  Chain  Drug  Review,  34(8),  92.  

  19  
QR  CODE:  MARKETING  FOR  THE  SMARTPHONE  ERA.  (2011).  Music  Trades,  158(12),  60.  

Sen,  S.,  Ranganathan,  S.,  &  Brooks  Jr.,  J.  R.  (2013).  QR  Codes:  Industry  Perspectives.  Society  For  Marketing  Advances  

Proceedings,  25167-­‐168.  

Vertz,  L.  (2011).  QR  Codes  Track  Ad  Effectiveness.  Credit  Union  Magazine,  77(8),  48.  

 
 
 
 
 
 
 
 
‘  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 
 
 
 
 
 
 
 
 
 
  20  
  
 
           Appendix  

  21