Case

Study

Marketing Team: Brittany Alexander

Jorge Bracamonte
Karen Johnson
Daniel Rigby
Alyssa Vanleeuwen
Course:

Introduction to Marketing

Instructor:

Ahmad Kareh

Date:

April 30, 2015

Product

Information
For more than 100 years, the worlds premier marketer of red pepper sauce has been churning out is
mainstay product with no sense of urgency about diversifying its line. The family-owned McIlhenny Co.,
makers of the Tabasco sauce that all but owns the hot sauce market, started marketing other products only
in 1973, when they introduced a Bloody Mary mix, followed by a picante sauce in 1982. Now they offer
Tabasco Brand 7-Spice Chili Recipe mix, which plays off the strong heritage and widespread
awareness of the Tabasco brand.
Tabasco is to red pepper sauce what Xerox is to copiers. Despite repeated buyout offers, the McIlhenny
family has remained dedicated to preserving the old family recipe. The sauce is aged in oaken vats on
remote Avery Island, deep in Louisiana Cajun country and headquarters for the company. The fiery sauce
is difficult to duplicate because of the Central American Capiscum peppers used in the aging process,
which involves mixing them with the local salt and vinegar.
Tabasco got its start in 1865 when Henry McIlhenny used peppers brought from Mexicos Yucatan Peninsula
to create the sauce. For four generations, each patriarch has taken a daily walk, dressed in suit and tie,
through the fields of peppers during the fall harvest to personally inspect the crops quality, examine the
mash in the vats, and watch the shipment of bottles. For more than a century, neither the bottle nor the
name nor the logo has changed.
The chili mix is made from the finest vine-ripened tomatoes, green chilies, diced onions, genuine Tabasco
pepper sauce, and a blend of seven herbs and spices known only to the company. All you add is fresh

S
W
O
T

Company has been in the market for over 100 years.

Trademarks are well defined.
beef. The sauce comes in a spaghetti sauce jar. The label reads, Tabasco Brand 7-Spice Chili
Widely known strong brand name.
Recipe. McIlhenny Co.
The company has strong heritage values passed down from generation to generatio
Currently
dominates
theof
marketplace.
Tabasco dominates the hot sauce category
with
30 percent
the market. And it is a growing market,
riding the crest of a wave of popularity for spicy foods.

Family owned company could have limits to financial backing.

Product could be affected by natural disasters.
Limited product offerings no diversity in brand and limited consumer base.
Company relies on Tabasco brand name to sell their product; advertising is b

Changing the packaging to better showcase product.

Market thechili kitto includeother meats and/orvegetables(lamb, pork, ribs.)
Work on a marketing campaign- Tabasco has relied on their name to sell their products, now it's time to util
Tabasco should consider making the chili ready-to-eat.

Other products that have been on market longer with stronger presence and different options. Carroll Shelbys Chili Mix comes in
Because the product is packaged in a spaghetti-type jar, customers can be hesitant to purchase product for fear it tastes like spag
Since recipe is so guarded, buyout offers are a threat.

IMC

Integrated Marketing Communication

Our team felt that the basic concept behind the Tabasco 7-Spice Chili Recipe Mix is all you need is beef to
create a meal, the rest is provided for you. The unique ingredient that sets the 7-Spice Chili Recipe Mix
apart from all the rest is the Tabasco Sauce ingredient.
Some of our favorite themes were:

just like mama used to make, but with a kick

You bring the beef, well bring the heat
The chili that bites back

Without the Tabasco Sauce added, the chili would be bland and
normal like all the rest. The uniqueness of the taste and the
spice come from Tabasco.

Target

Market

The Primary target market

men ages 30 to 50
-

Men who are well established in their

and lifestyle to be able to have time and
resources to make meals at home.
Men who are manly, like hot sauce and chili. Men that are
customers already to Tabasco brand.

The Secondary target market is women ages 30 to 50.

-

Women who want quick and easy meals to prepare for their families.
Women who do the shopping for their families.
There are many loyal Tabasco Sauce members that use Tabasco for their regular cooking.

is
jobs

TV

Spot

Link to video

Radio

Script

IMC: "Just like Mama used to make, but with a kick".

Target: Men and women between age 20 to 45.
Narrator: For over one hundred years, Tabasco has made the best hot sauce in America. For
over one hundred years, Tabasco has remained dedicated to preserving an old family recipe. For

over one hundred years

Pancho: [Interrupts with a strong Mexican accent] Excuse me seor?
Narrator: [clears throat] Hmm, yes Pancho?
Pancho: Wasn't this supposed to be for the new 7-Spice Chili mix?
Narrator: Yes Pancho, but I'm trying to engage our audience with some of our history
Pancho: Ahh, ok seor. Why dont you just tell them, it is better than the chili mi mam makes,
its true! And she got her recipe from mi abuelita
Narrator: Im getting there Pancho, hold on. [Clears throat] Tabasco 7-Spice Chili Recipe.
Made from the finest vine-ripened tomatoes, green chilies, onions, Tabasco pepper sauce, and a
blend of herbs and spices. All you need to add is fresh beef, and you get the best chili Even
better than Panchos mam.

Sales

Promotion