Marketing Make Over - Spam

Background of SPAM

SPAM started in 1937. The name SPAM is a combination of “spiced ham”. It is a square-shaped

mash-up of pork, water, salt, potato starch, sugar and sodium nitrate(common use preservative). SPAM’s objective is to provide a healthy meat that is affordable, quick and easy to prepare. It has

high protein content and zero trans fat.

SPAM stated that they taste like magic, it is unique, taste that’s unlike anything else out there. It

used to be the center of the plate where broccoli was garnished around it but after WWII, SPAM’s role

shifted away from convenient protein source to a sometimes-food, a side dish and ingredients for other food such egg or sandwiches.

34 years after SPAM started, the company decided to spice up its meat. Now it has 13 different variety including classic, less sodium, lite, hot & spicy, black pepper, Jalapeño, spread, single, singles lite,

hickory smoke, bacon, cheese, and roasted turkey.

Target Audience of SPAM

Demographics:

- low to middle class families

- primarily women

- young married couple (25-40)

- have young children

- income under 80,000

- have a degree

- lives in a condo

Psychographics:

- likes convenience

- socially engaged

- high family values

- likes to buy cheap things

- values time and money

- not a good cook

- lazy to clean up

Insights (before WWII):

SPAM is:

- healthy

- tastes good

- convenient

- easy to prepare

- affordable

- long storage

- everyone loved it

- everyone ate it

Insights (after WWII):

SPAM is:

- not healthy

- it tastes good

- a sometimes food

- convenient

- cheap but there are cheaper meat

- long storage but preservative is bad

- not the main dish anymore

4Ps analysis

Product:

Spam (spiced ham)

Processed pork meat

regular meat

low quality

Can packaging (340g)

Best before date

Different flavors

boring design

bright logo “SPAM”

lever can opening design

Place:

from Austin, Minn

Superstore

Walmart

43 countries

international website

main channels: club, drug, food, gas & convenience

Promotion:

On sale once in a while

different advertisement in different places

started to go social in 2013

through consumers talking to others about it

Price:

Walmart:

Regular $3.48

25% less sodium $3.67

Garlic $3.67

20% less fat $3.48

Bacon $3.48

Teritaki $3.48

Superstore:

Regular $3.67 (sale $2.87)

23% less sodium $3.67

Bacon $3.67

Lite $3.67

SWOT analysis

Strengths:

strong brand recognition

Convenient

Fast & easy

Tastes good

can be eaten cold or hot

many ways to eat

uses simple ingredients

different flavors

international

uses common ingredients(pork shoulder, preservative: sodium nitrate)

Opportunities:

food trend

grocery