Promotional Strategy

Promotional Strategy Memo regarding a New 'La Fresh' marketing and promotional strategy Re: La Fresh needs some fresh ideas As you know (though it is always worth repeating) Wright Brand Foods, Inc., is the largest supplier of bacon and ham to the American Southwest. Wright Brand Foods is thus a dominating force in the famous Tyson Food Empire. Yet it is currently at a crossroads, regarding its 'La Fresh' marketing Strategy.

Currently, the La Fresh brand is not performing as well as competitor products in the health and freshness food industry. The essential problem is that the brand's product proposition and unique selling proposition is no longer so unique in today's market. Many companies make claims as to the freshness and health of their product and the health benefits that consumers can incur from using these products. Moreover, La Fresh does not specifically stress any additional organic or health benefits its products possess in comparison to its competitors.

A subsidiary problem with 'La Fresh' is its uncomfortable fit with the rest of Wright Brand Foods. Wright Brand Foods, Inc. has always focused on the dominance of its pork-based products, as well as its connections to meat-based Tyson products, most notably chicken. The company calls itself a 'progressive company' on its website, but Wright Brand Foods stresses its connection down-home Texas cooking rather than to the healthy aspects of such cooking, even the healthy aspects of chicken.

Thus La Fresh's unique selling proposition does ensure that the brand is differentiated from competitors, does not mesh with the rest of the Wright Brand Food Empire, and offers no truly unique benefits to consumers in its marketing strategy. The current promotional strategy merely correlate 'health' with the brand name, but the La Fresh image of health seems to be dated, more in line with the now discredited low-fat 1990's craze.

Instead of remaining in the dark ages of low fat or even mere pro-organic, La Fresh must make use of today's contemporary health trends. It is not really a 'crunchy' product, as it is not purely organic or lacking in genetically modified goods or artificial additives. This does not mean that La Fresh does not offer consumers potential health benefits, however.

Instead, one must realize that the current popularity of the Atkins diet is ideal for a Texas-based company such as Wrights to make inroads into a new potential diet market, and to make use of the nation's obsession for tasty solutions to its growing obesity epidemic. La Fresh' suggests something frothy and French in the product's present communicated message that is both anti-American and anti-meat, by implication, linking it to 'la yogurt.' But what is French is not necessarily bad.

A potential new branding and promotional strategy is to link La Fresh instead to the high-protein and high-fat diet so beloved by the slender French. 'O-la-la, you've been counting your carbs,' is one way to market the La Fresh line in a way specifically attracted to women, perhaps showing a magazine advertisement with a svelte woman, sitting at a cafe in France, dressed in a stunning fashion and eating a La Fresh product.

Another possible promotion tools to achieve the La Fresh brand's promotional goals is to link its image more securely.