New York, NY
New York, NY
New York, NY
Travel
Travel
New York, NY
New York, NY
Weinerschnitzel
NSAC Competition
Project Scope
In my account management class, we were divided into teams and given the assignment to compete for the business of Wienerschnitzel for the NSAC Competition.
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Wienerschnitzel tasked teams to change the consumer perception of a product everyone is familiar with - the hot dog.
Findings
The ‘Super Mom’ puts family and other relationships before anything else. She lives a balanced lifestyle, seeks quality experiences in all aspects, from gardening to eating. As a mother, she wants to be relevant in her kids' lives.
Results
From our research, we found there is a separation between the target market for Wienerschnitzel and the target market of the hot dog. Family centered people are the consumers who are purchasing and feeding the hot dog to their family.
By focusing on Moms who put families first, we are taking the majority from both targets and combining them.
The Promise
For Supermoms who constantly deal with #momprobs, hot dogs are a quick and easy solution that they can feel good about.
My Role
I helped create and deliver our Credential Pitch. Next, I helped my team prepare a New Business Pitch which we presented to the client. My contribution included: extensive secondary research on the “hot dog”, distribution of a survey to our target market for primary research, and designing and organizing the New Business Pitch deck. I spent most of my effort compiling research and redefining the “hot dog”.
Consumer Insight
After a long day of being ‘Super Mom’, sometimes making dinner becomes too much. Mothers buy hot dogs because they’re easy to cook and it’s a food that their family will actually eat, but they feel guilty because they think it’s made out of really gross stuff.
Brand Insight
Hot dogs are great because they are quick and easy, and because they are made of quality meats, there is no need to feel guilty about feeding them to your family.
Brand Partnership With Tastemade
