5.

Proposal

a. Summary

Tahki Yazzie developed a proposal to Tuwa brand that covered 3 aspects: Branding, Digital
Marketing, and In-Store Promotion.

The solutions offered by Tahki tackled some of the issues faced by Wiikano, including the brand
image that leans towards traditional consumers, as found by the research group that the
packaging was not “hip” enough to target younger consumers. Lacking of social media presence
also one of the issues that were highlighted by Tahki. Wiikano needs to adapt to the new market
by maintaining their brand identity and promotion activities in their website and social media.

In terms of products, since Wiikano is made of 100% freshly-pressed apple juice, the increased
trend towards healthier and more nutritious juice is an opportunity that should be supported by a
better marketing strategy, and that’s what Tahki offered.

Issues Found Solutions Offered Est. Cost

Branding Research conducted ● New brand $0.01 increase per

with 15 focus group name: “Nepi unit.
resulted that old Orchard.”
packaging were ● Packaging
“generic,” “cheap,” change.
“outdated,” and
“boring.”

Digital Marketing Wiikano had ● Social media ● Digital

underdeveloped maintenance marketing:
website and no social and marketing $25,000.
media marketing. including ● Website and
Facebook, social media
Twitter and maintenance:
Instagram $10,000.
Ads. ● Promotional
● Interactive Items: $5,000.
website that
enables
visitors to post
recipes, brand
promotions,
membership
benefits, and
various
contents
about
Wiikano.
In-Store Promotion ● The team ● Using hangtag $40,000 per year for
believed to draw hashtag and
consumers consumers donations.
would make a attention.
buying ● Using
decision at the donation to
point of encourage
purchase. purchase.
● A research
study found
54%
consumers
bought a
grocery
products
associated
with a cause;
91% wanted
products they
use to support
a cause.
● Interview with
retailer
resulted that
very few
brands
supported a
cause and
most retailers
were
enthusiastic to
sponsor this
kind of
promotion.

b. Management Decision

Management decision were not made due to different views of the stakeholders.

Support Argument Oppose Argument

● Emphasizing benefits will make
Wiikano juice as brand of choice.
● Generating customer preference will
allow Wiikano to increase prices and
open new opportunities to sell to
grocers specializing in high quality
products.
● Don’t have proof of concept yet, and
no time to conduct test market.
● No guaranteed profit margin →
supermarkets would not want to risk
stocking up unless Wiikano offered trade
allowances which could decrease their
earnings.
● Continuing with the current market ● Cannot afford to make major changes
strategy did not seem viable unless and need to reduce cost instead.
other changes were made.