Final Project

Tabasco 7-Spice Chili Recipe

Case Study
MKTG – 1030 – F16

• Ashley Epperson
• Eduardo Arellano
• Paul McConkie
• Ernest Simmons
• Maxwell Collins
• Ramona Wolfgramm
• Joshua Burt
CASE STUDY : Tabasco 7-Spice Chili Recipe (NOT TABASCO
PEPPER SAUCE)

For more than 100 years, the world’s premier marketer of red
pepper sauce has been churning out its 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.
It was then 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 Capsicum
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 Mexico’s 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 crop’s 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 beef. The sauce comes in a “spaghetti sauce” jar.
The label reads, “Tabasco Brand 7-Spice Chili Recipe.
McIlhenny Co.”
Tabasco dominates the hot sauce category with 30 percent of the
market. And it is a growing market, riding the crest of a wave of
popularity for spicy foods.

SWOT ANALYSIS

Strengths
 Tabasco sauce was traditionally used in Mexican cooking, but
it has become a key item in almost all households.
 Well known throughout the world.
 Sold in every grocery store in the U.S
 Ingredients are all natural.
 It has a long shelf life
 The company has strong heritage values passed down from
generation to generation.

Weaknesses
 Produced in one factory on an island. Making it hard to
relocate and distribute.
 Limited number of products to distribute.
 Thought of as mostly hot sauce, hard to appeal to the mild
fans.
 Family owned company could have limits to financial
backing.
 Company relies on Tabasco brand name to sell their product.
Opportunities
 Market to people who enjoy spicy foods.
 Video campaigns could be put into action for the 7 spice chili
sauce.
 Large fan base of the sauce already. Already has a good
reputation.
 Easy meal to fix for the family
 Tabasco should consider making the chili ready-to-eat.

Threats
 Hot sauce is on the rise.
 More hot sauce companies are coming into the hot sauce
game.
 The location makes it prone to storms, floods, etc.
 Limited growth due to location.
 Other products that have been on market longer with
stronger presence and different options. McCormick Chili Mix
for example offering a variety of different chili flavors.
TARGET MARKET

We decided that our target market is going to be all consumers

between the ages of 15 – 55. The reason that we decided this
would be the best target market is because most children and
elderly are not attracted to spicy foods. We concluded that most
of our consumers would fall between the ages of 15 and 55.

Because this is such a large target market, we have also chosen

to target busy parents. We decided to focus our radio ad towards
cooking mothers by promoting our product to be easy, tasty, and
efficient. We focused our TV ad and our radio ad around the fact
that the 7-Chili Sauce is convenient and widely enjoyed by any
person who tries it.
INTEGRATED MARKETING COMMUNICATIONS

“The World’s Famous Pepper Sauce. Tabasco.”

We chose this because it is known worldwide. This IMC is to let it

be known to new consumers that Tabasco is a world famous
brand, and to convey to the regular consumer that it is STILL
leading in the world of hot sauce. Therefore, that brand
recognition can transfer towards the Tabasco 7-Spice Chili Recipe.

The plan is the prestige of the Tabasco Sauce will get into the ears
of young adults up to people of the age of 50. We want the people
whom like to party, tailgate, relax, or even just want chili for a
family dinner to get our message.
TELEVISION COMMERCIAL
(Separate document uploaded)

Script:

Tabasco 7 Spice Chili Recipe

• The World’s Famous Pepper Sauce. Tabasco!

*Brand IMC shows on screen
• Enter Man #1.
• Man #1: “Wow I sure could go for some chili right now!”
*begins to go through the fridge*
• Enter Woman #1
• Woman #1: “Honey what are you doing?”
• Man #1: “There is no good chili here in the house, or the
United States. I think we need to take a trip down south!”
• Woman #1. “Don’t be an idiot! We have the world’s favorite
chili recipe right here!
*reveals Tabasco 7 Spice*
• Man #1: Wow, Honey you were right, I love Tabasco 7 Spice
Chili!
*Gives thumbs up*

Tabasco 7 Spice Chili is a product of McIllhenny Co.

Bottled and packaged at Avery Island, Louisiana.
RADIO AD

7 Spice Chili Mix

SCRIPT

Are you tired of eating the same thing every week?

Are you a busy mom and too tired to cook?
Just add 1lb. of any cooked meat and you’ll have home cooked
chili in no time! Try our World Famous Tabasco in our all new 7
Spice Chili mix!
Made with all fresh ingredients, herbs and spices,
Your family is guaranteed to want more!
Available in two flavors!
Original and Spicy.
Let McILhenney’s Tabasco brand take care of dinner tonight!
SALES PROMOTION

Show up to the watch

party prepared!

Impress your friends

with not only one, but
with TWO bottles of
chili!

Contains The World’s

Famous Pepper Sauce.
Tabasco.

Stock up now limited

LIMITED DEAL
offer (DON’T SLEEP)
e

World’s favorite chili

recipe

MADE WITH FRESH

INGREDIENTS, HERBS AND
SPICES, JUST THE RIGHT
AMOUNT OF TOBASCO.
Just add 1 lb. of cooked
ground beef and your favorite
beans for a quick, delicious
chili perfect for tailgates and
house parties!