La Victoria Competitive Analysis
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I created the La Victoria Competitive Analysis with two fellow interns during my internship at RIESTER. As a team, we were assigned to develop a competitive analysis, providing a thorough review of competitor brands for potential real-world application. This included a detailed overview of competitor company profiles, current outreach efforts and digital offerings. Most importantly, we were asked to identify gaps in competitive offerings to provide RIESTER team members with a well thought out, strategic recommendation regarding ways to guide potential brand positioning opportunities for the client.
La Victoria Competitive Analysis
- 1. Competitive Analysis Team La Victoria July 24, 2013
- 2. .? Research .? Secondary .? Primary .? Campaign Recommendations .? Long term branding initiative .? Outreach opportunities .? Social media support .? Summary .? Questions Overview
- 3. Background Research .? Secondary Research .? La Victoria creative brief .? La Victoria case study .? Competitor evaluation .? Digital .? Social media .? Past and current campaigns
- 4. Background Research .? Primary Research .? Shelf checks .? Survey .? Demographics
- 5. Insights
- 6. La Victoria - 100th Anniversary Campaign La Victoria was with you when…
- 7. La Victoria was with you when... .? Target Audience .? Men and women ages 25-54 .? Position .? A timeless staple in West Coast culture .? Theme .? La Victoria was with you when… .? Indicates brand longevity .? Creates emotional and nostalgic appeal
- 8. La Victoria was with you when... .? Marketing La Victoria as timeless .? Break through consumer perceptions .? Other timeless brands .? Long term branding initiative
- 9. La Victoria was with you when... .? Marketing La Victoria as timeless .? Break through consumer perceptions .? Other timeless brands .? Long term branding initiative
- 10. Long Term Branding Initiative 2014 Lay the Foundation ??Brand history ??La Baca family 2015 Engage Consumers ??Build brand relationship ??La Victoria in consumers’ homes 2016 Expand Further ??Develop deeper connection ??Family Milestones 2017 Timeless Brand ??Gain timeless perception ??Historical U.S. events
- 11. Long Term Branding Initiative 2014 Lay the Foundation ??Brand history ??La Baca family 2015 Engage Consumers ??Build brand relationship ??La Victoria in consumers’ homes 2016 Expand Further ??Develop deeper connection ??Family Milestones 2017 Timeless Brand ??Gain timeless perception ??Historical U.S. events
- 12. Long Term Branding Initiative 2014 Lay the Foundation ??Brand history ??La Baca family 2015 Engage Consumers ??Build brand relationship ??La Victoria in consumers’ homes 2016 Expand Further ??Develop deeper connection ??Family Milestones 2017 Timeless Brand ??Gain timeless perception ??Historical U.S. events
- 13. Long Term Branding Initiative 2014 Lay the Foundation ??Brand history ??La Baca family 2015 Engage Consumers ??Build brand relationship ??La Victoria in consumers’ homes 2016 Expand Further ??Develop deeper connection ??Family Milestones 2017 Timeless Brand ??Gain timeless perception ??Historical U.S. events
- 14. Long Term Branding Initiative 2014 Lay the Foundation ??Brand history ??La Baca family 2015 Engage Consumers ??Build brand relationship ??La Victoria in consumers’ homes 2016 Expand Further ??Develop deeper connection ??Family Milestones 2017 Timeless Brand ??Gain timeless perception ??Historical U.S. events
- 15. Insights
- 16. La Victoria - Loco Campaign If you can handle the heat, get in the kitchen.
- 17. If you can handle the heat, get in the kitchen. .? Target Audience .? Spice lovers ages 20-30 .? New market - YAMS .? Position .? A dare to test spice lovers’ limits .? Limited Time Offer .? La Victoria Loco .? Ghost pepper (twice as hot as the habanero) .? Theme .? If you can handle the heat, get in the kitchen.
- 18. .? Supporting Content .? Attention getter = new users .? Male messaging .? Break away from female brand perceptions .? Thermometer gateway If you can handle the heat, get in the kitchen.
- 19. .? Sporting Events .? Promotional personnel at entrances .? Spice challenge booths – “La Victoria’s Kitchen” .? T-shirt prize .? Salsa character races .? Sauce and pepper bars .? Concessions .? Executive suites – food samples .? Crowd sampling Outreach Opportunities
- 20. .? Club Stores .? Limited time product .? Small bottles for sale (add to recipes) .? Spice challenge booths – “La Victoria’s Kitchen” .? T-shirt prize .? Thermometer heat level sales .? Heat dial Outreach Opportunities
- 21. .? Facebook .? Thermometer heat level sales .? Event announcements .? Twitter / Instagram / Vine .? Thermometer heat level sales .? Event interactions Social Media Support
- 22. .? 100th Anniversary Campaign .? La Victoria was with you when... .? Long term branding initiative .? First jarred salsa in the U.S. 1917 .? La Victoria Loco Campaign .? Attention getter .? Spice challenges – La Victoria Loco .? New consumers .? Thermometer gateway .? Heat dial Summary