Old El Paso

What Kurt, the associate marketing manager of sexagenarian El Paso, ask to develop a new marketing plan to increment its grime awareness and educate the public about the convenience of preparing Mexican meals. why Old El Paso has been the market leader in the Mexican viands industry for many years. Now, General Mills wants Old El Paso to increase its sales by 5% while maintaining the same level of profitability.How eer, Mexican food industry is growing at a relatively slack growth rate of 3% per year, beca engage Mexican food is not constantly on customers shopping list as there is a watertight perception that Mexican food is inconvenient and difficult to build. That is why Kurt necessarily to develop a new marketing plan to enroll sign awareness and educate the public in ready to achieve the 5% goal. There is a misunderstanding in the communication process surrounded by Old El Paso and its customers.Old El Paso has been positioning itself as a Family drama Experience fruit. Meanwhile, the customers are more concerned about the process of preparing Mexican food, ie. , while many factors, including time needed for training and simplicity of preparation contributed to consumer perception of convenience/ease of preparation, ingredient availability was found to be the most significant barrier to making Mexican meals more often. They similarly need to educate their customers about the benefits of fakeing Mexican food.For example, according to their consumer research, 70% of decisions to purchase Mexican meal products are made before consumers ever arrive at the grocery store. Apply the fact to the AIDA model, it is important to raise its mark awareness and get consumers interested in its products in order to increase sales, because most of the purchase decisions are made before the customers take the actual product. With the fact that Old El Paso is the market leader and its brand equity, as soon as the brand awareness and interest is establish ed, the sales will increase.The biggest competitor in the Mexican food industry is occult labels. Old Pl Paso has most of the market share in Mexican dinner kits (91. 2%) and Mexican components (70. 4%) category, while ranks number 3 in the Mexican salsa (15. 6%) category. Although both private labels and Old Pl Paso products are in high standards, Old Pl Paso is the only brand that offers a full product line in the Mexican food industry and is distributed in 98% of all grocery stores (with an average of 7. Old Pl Paso items on shelf). This means that Old Pl Paso is reachable to most of consumers while certain private labels products are only available in certain grocery chains. How Targeted results subjoin brand awareness while convince the public that it is easy to prepare Mexican food. 1) General public Using kiosks to demonstrate the process of how to cook a Mexican meal with in-store ingredients. Reason 80% of the population tranquilize do majority of their shopping at groc ery stores.By using in-store ingredients, the world(a) public will know that everything they need for cooking a Mexican meal is in the store, so it is easy to prepare a Mexican meal. 2) Regular Mexican food shoppers Place Old Pl Paso products at shatter counters. Reason Placing products at the check-out counters to remain regular Mexican food shoppers that they could use Mexican food as an option for tonights dinner. Although this maneuver implies impulsive shopping behaviour of some consumers, it also constantly frame consumers that Mexican food is available in the market.