This paper discusses the marketing of Premium Pork Products (PPP).
Written in 2004; 2,065 words; 4 sources; APA; $ 65.95
Paper Summary:
This paper explains that Premium Pork Products is seeking to shift its current company status from a commodity business to a business providing consumer-packaged goods. The author points out that pork's traditional role in a bacon-and-eggs breakfast, one the most tantalizing selling points of the Atkins Diet, creates an ideal tome for a potential rise in consumer interest in pork. Thus, by creating easy-to-prepare, high-protein, low-carbohydrate "comfort food" TV dinners or pre-prepared frozen foods, PPP can create a marketable niche for itself. The paper recommends that advertisement of PPP products should create a brand that is seen as sinfully rich and decadent, yet paradoxically, healthy, perhaps solidified in the image of a lean pig, fresh from working out, kicking away a bowl of cereal from the lunch table or outrunning a pudgy, dumpy, overstuffed turkey in a race.
Table of Contents
The Pork Industry and Its Major Competitors in the Frozen Food and Refrigerated Meat Sections
People's Needs and Wants Regarding Cooking with Meat Products and Convenience Food Products
Conflicting Desires for Quick Food Preparation vs. Meals from Scratch
Opportunities for Increasing Pork Consumption
Consumer Purchase Behavior of Meat
Recommendations of Developing the Business
From the Paper:
"Conventional dietary wisdom as of late has proclaimed America's lack of interest in consuming and purchasing pork products. Despite the supposed identity of pork as the "other" white meat, according to the industry's advertising campaign, for the past two decades, low fat and high carbohydrate eating has become the standard dietary recommendation for health-conscious consumers by both their physicians and by the federal government, in the form of the FDA. Turkey and chicken meat alone has benefited from this low-fat trend, as well as companies that sell meat alternatives, like soy and garden burgers."
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