shea marketing capabilities presentation
TRANSCRIPT
SHEA MARKETING OVERVIEW
Shea Marketing is a full service marketing communications company, specializing in results-oriented marketing solutions for business growth.
Richard Shea II (Rick), former VP of Marketing for Malt-O-Meal 20 years of grocery marketing experience, leading top brands:
Entenmanns, Thomas, Tombstone Pizza, Brownberry, Boboli
Richard Shea, Sr. (Dick), former CEO of Pepperidge Farm 30 years of grocery marketing experience, leading top brands:
Campbell’s, Pillsbury, Green Giant, Wise
Category ExperienceFood & Beverage Health/Wellness
Retail Goods & Services Restaurant
SHEA MARKETING SERVICES
Development of Marketing Plans
Strategic Review Brand Positioning New Product
Development Interim Brand
Management Website Design and
Online Marketing Sales Strategies &
Presentations
Super Market Industry expert consultation—Gerson Lehrman www.glgroup.com
Develop market research programs
Supermarket Category Reports www.supermarketbattles.co
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Product or Service Web Surveys
Traditional Marketing Market Research & Consulting
COMPANIES AND BRANDS SERVED
RICK SHEA MARKETING EXPERIENCEExperience: President of Shea Marketing VP of Marketing Malt-O-Meal VP of Marketing Weston/Unilever Director of Marketing Kraft Brand Manager Kraft
Brands Served: Tombstone Pizza, Entenmanns, Boboli, Malt-O-Meal, Pepperidge Farm, 2nd Wind, Beck’s Montessori, Thomas, Brownberry, Kraft, Natural Ovens, Alpha, McDonald’s, Sahara,
Education: St. Thomas University: BA 1984 University of Minnesota: MBA 1987
DICK SHEA MARKETING EXPERIENCEExperience: President Campbell Soup International President & CEO Pepperidge Farm Chairman St . Anselms Hospital General Manager Campbell’s Meal Div. VP of Marketing Bordens Director of Marketing General Mills
Brands Served: Campbell Soup, Pepperidge Farm, Wise, Bordens, 2nd Wind, Green Giant, Pillsbury, Hungry Jack
Education: St. John’s University BA, University of Minnesota MBA
2ND WIND EXERCISE EQUIPMENT
Improve Brand Positioning and Develop 2009 Marketing Plan
Strategy: Reposition 2nd Wind marketing to target more upscale affluent consumers
Action: Develop new TV spots consistent with more premium image, Revise marketing to include more direct response targeting high income consumers
Results: Company profitability improved while sales volume has outperformed competitors
KRAFT -TOMBSTONE PIZZA Increase frozen
pizza brand share and category growth
Strategy: Develop a Super premium frozen pizza positioned against Home Delivery
Action: Developed product prototype with upscale attributes and positioned product vs Domino’s
Results: Exceeded sales estimates by 50% year one and created a whole new segment in frozen pizza category. Awarded Kraft Chairmans award for best new product introduction
WESTON BAKERIES-THOMAS
Expand Thomas brand sales outside of english muffin category
Strategy: Developed brand extension study to review other breakfast food options
Action: Introduced the first fresh bagel under Thomas brand name
Results: Thomas brand created the fresh bagel market. Share increased over the years to 40% and fresh bagels now dominate vs frozen or refrigerated bagels.
BECK’S AND MINNESOTA MONTESSORI SCHOOLS
Develop Marketing Plan that improves sales at new 2nd School
Strategy: Develop a targeted marketing plan based on geography and income
Action: Direct mail campaign targeting key neighborhoods and using low cost delivery
Results: 2nd School registration increased by 50% and achieved registration targets one year ahead of schedule
GERSON LEHRMAN GROUP Available for conference
calls and longer term projects through GLG Network
Industry Expert on: Top Food Companies Super Market Trends Branded vs Private Label Commodity costs and
price inflation Super Market Industry
Suppliers
MALT-O-MEAL CEREALS Expand Malt-O-Meal
Sales and Achieve National Distribution
Strategy: Develop Customized product line to fit alternative channels
Action: Introduce line of boxed ,value products and support with National TV and marketing campaign
Results: Malt-O-Meal achieved double digit sales growth for 2 years including the # 2 brand at Walmart Supercenters
WWW.SUPERMARKETBATTLES.COM
Brand vs. Brand Consumer Surveys
Expert Food Category Reports and analysis
Supermarket TV Grocery Shopping
Saving Tips Product Quality Reviews