CASE STUDY 1.1
A ‘FYNE’ PIECE OF MARKETING
As the strode purposefully into the board room to make his presentation to the firm’s monthly director’s meeting, Fred Fahr, General Manager of Fyna Foods Ltd, felt just great. His confidence was that of someone who knows he has faced a problem and come up with the right answers. ‘Ladies and gentlemen,’ he began, ‘as you are aware, two months ago we were given the opportunity to supply the Beefies Hamburger Chain with their new Supa-Long French fries. At the time, we all agreed this was great potential business for Fyna Foods, but that it also posed a major problem for us – what to do with the excess potato left over after we supply Beefies with the extra-length fries. Unfortunately, we still haven’t been able to come up with a perfectly square potato! To dump this excess material would mean almost certainly making a loss on the Supa-Long Fires business. I am very pleased to be able to report to you today; however, that my team has come up with what we feel is a pretty fine solution.’ Fred deliberately paused as he sensed the increased air of anticipation around the table. Even old Thomas Fynaski, the firm’s octogenarian founder, seemed to rouse himself from his doze. ‘We found the answer by combining the excess potato material with other vegetables to create a breakfast burger,’ Fred went on. ‘I have to say the lab boys have done a really good job and created a product that Fyna Foods can be proud of. My family doesn’t usually eat hot breakfasts, but we all tried some the other morning and agreed they were really quite nice. Once we had the product developed I gave it to our marketing people and they’ve decided to call it “Bubble and Squeak” – it’s what we used to call leftovers back in the 1960s. I am sure we all remember when we were kids,’ he joked, ‘how good leftovers used to taste the next morning. We’ve decided to advertise it as “The delicious breakfast alternative to bacon and eggs”.’ ‘What about the factor?’...
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