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INTRODUCING NYSTRIPS,NY

INTRODUCING NYSTRIPS,NY. The job of an advertising agency. The fundamental job of an advertising agency is… to act as a consultant telling their client how to be more successful. Situation.

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INTRODUCING NYSTRIPS,NY

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  1. INTRODUCING NYSTRIPS,NY

  2. The job of an advertising agency • The fundamental job of an advertising agency is… • to act as a consultant telling their client how to be more successful.

  3. Situation • NY Strips,NY of Syracuse will be introducing -a direct competitor to Omaha Steaks; the $30 - $60 per pound steaks sent mail order and sold over the internet. • Omaha “owns” the premium mail-order steak category with a 80%+ share. • NYSTRIPS,NY is hoping to find a unique positioning and strategy that will help them stand out from both Omaha and the local meat market’s best cuts. • Tell NYSTRIPS,NY how to beat Omaha Steaks.

  4. Your Client: NYSTRIPS, NY • Sell only NY STRIP Steaks, • the only steak named for the state of New York. • Cows are raised in the farmland surrounding Syracuse. • They are shipped overnight (just like Omaha steaks). • They cost the exact same as Omaha Steaks.

  5. What is the primary problem you must solve for NYSTRIPS,NY to be successful?

  6. The Competition: Omaha Steaks • http://www.omahasteaks.com/servlet/OnlineShopping?Dsp=261&AID=2840&SRC=AE2075&ITMSUF=HLA&sem=netelixir&ne_ppc_id=765&ne_key_id=4036428&gclid=CNzxtLei8ZwCFQtN5QodvSSurQ • Strip Steaks = $40.00/lb • One sale now for $17.50/lb • (“Private Reserve” Filet $60.00/lb)

  7. Name everything good about Omaha Steaks

  8. Name everything negative about Omaha Steaks

  9. Competition: Grocery Stores • Strip steaks at Wegman’s / P&C $6.99/lb on sale (a frequent occurrence) and about $9.50/lb not on sale. • Cows are raised locally and the meat is equally fresh.

  10. Name everything good about grocery store steaks

  11. Name everything negative about grocery store steaks

  12. Why do you think Omaha Steak is successful? • Why?

  13. What “might” NYSTRIPS,NY have going for them?

  14. What do you advise NYSTRIPS, NY to do to become MORE successful than their competition? Product

  15. What do you advise NYSTRIPS, NY to do to become MORE successful than their competition? Price

  16. What do you advise NYSTRIPS, NY to do to become MORE successful than their competition? Place

  17. What do you advise NYSTRIPS, NY to do to become MORE successful than their competition? Promotion

  18. Write a positioning statement for NYSTRIPS,NY

  19. Let’s write the creative brief What do we want the advertising to do? Who is our target?   What do they currently think?  What would we like them to think? What is the single most compelling promise we can make them?  How do we make it believable?  Is there anything else worth considering that may get to great creative work?  Are there any executionalmandatories?

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