Garden Burger Marketing Plan (it's a good one!!!!!)

To achieve this level of brand awareness, it is in Gardenburger's best interests to form an alliance with the McDonalds corporation. This joint venture would allow Gardenburger to lessen it's current advertising costs, enabling the company to be profitable. This alliance would be an important step in strengthening their level of brand awareness. The joint venture would also enable Gardenburger to emerge from the introduction stage to the growth stage of the product life cycle.

There are several types of consumers who are likely to purchase meat-substitute pr

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Dietz has held managerial positions at Fine Arts Graphics of Oregon, Wyatt Software Inc, Blount Inc. Boca Burger's net sales are expected to reach 45 to 50 million in 1999 (Nancy Curby, 1999). Since the product is in the growth stage, previous exposure to advertising campaigns sway consumer preference of one brand over the next. In 1998, Gardenburger's market share in the retail grocery category totaled 55% (Gardenburger, 1998). A significant amount of the target market consumes meat-free meals at least occasionally. This can be contributed to Gardenburger's extensive television marketing campaign and the acquisition of a new production facility. The company should tap into the fast-food segment to gain more market share

Volume to be Sold. Gardenburger: Our Co,: Company News. Distribution Structure

Gardenburger's veggie patty is the leading meat substitute product in the natural food outlet, food service and club store distribution channels (Edgar On-line, 1997). The following table represents the distribution relative to geographic region.

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Approximate Word count = 4459
Approximate Pages = 18 (250 words per page double spaced)

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