Del Monte Marketing Mix

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Marketing Mix of Del Monte analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Del Monte marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Del Monte Marketing Mix:

Product:

Del Monte is recognized for the quality processed food and a unique taste. Del Monte offers around 200 products in its marketing mix from about 40 different types of vegetables, tomatoes and fruits, where 100% of vegetables and tomatoes and approximately 90% of fruits are grown in the United States in the best growing regions to ensure the consistent quality of the foods. The majority of the produce gets picked and packed on the same day—95% of it without preservatives. The canned fruits, vegetables and tomato products maintain the same nutrient value as fresh when provided in cans.

Currently, Del Monte offers the below products:

1. Vegetables: Provide canned beans, corns, peas, carrots, potatoes, spinach and mixed vegetables.

2. Fruits: Provide canned peaches, mangoes, pineapple, mandarin oranges, cherries, mixed fruits and pears.

3. Tomatoes: Provide canned diced, stewed, whole, wedges, sauce, paste sauce, juice, condiments and sloppy joe sauce.

4. Snacks & juices: Provide fruit refreshers, fruit and chia, fruit cup snacks, fruit veggie fusions, snack sized can, refrigerated fruit snacks

Del Monte products in true sense justify its tag line “Eat healthy. Live healthy; Taste Like Never Before”


Image: company website


Price:

Del Monte while deciding the price of the products, analyze various factors like global economic environment, inflation and foreign exchange rates, consumer’s willingness to pay and affording capacity and competitors like ConAgra foods, Nestle, Mars pricing strategy. The company follows the competitive pricing strategy in its marketing mix wherein they keep the price of the products at par with the rivals. Del Monte puts most of their products in the affordable price range to make the sale in huge volumes and capture market.


Place:

Del Monte believes in farming with care and these farms are being with them for generations. Most of these are community farms across the U.S. About 95% of the food produced in these farms travel less than 100 miles from farm to the manufacturing plant. Del Monte has an employment of 8,100 with a workforce of 2,700 full-time and 5,400 seasonal workers. The production takes place at 12 facilities and 7 distribution centers across the U.S., and 2 production facilities in Mexico. It has a research centre located in Walnut Creek, CA approximately four miles away from the Headquarters. The research centre focuses on product development, packaging, quality assurance, food safety and sustainability programs. Del Monte products have a global presence and are available in different retails shops, super markets and various e-commerce websites. Also, their official website provides the consumers an option to find the nearest store available for purchasing the product.


Promotion:

Del Monte decided to invest on mass advertising and its first advertisement was published in Saturday Evening Post considering the target audience as middle and upper class segment of the society. Since then it is utilizing electronic and print and medium for promotion and marketing. Its advertisements are aired on radio, television and published in newspapers, magazines and displayed on billboards and hoardings. Del Monte is also promoting with the help of Social media. The company has social media influencers like bloggers taking care of the company’s reputation. The company also focused on content marketing and came up with social campaigns like Thanksgiving Green Beans and Fruit Burst Squeezers Back to School campaigns which were initiated in 2013-2014 to promote the brand. Two more social campaigns “Don’t Be a Sucker for fruit drinks” (with singer Baba Sehgal) and “Del Monte Mayonnaise: Works Every Time” in 2016 were launched. Social media campaign has helped the company to engage with the existing customers and also to create awareness to the potential customers. Del Monte came up with the concept of putting recipes which can be prepared using the company’s products. This is the exclusive thins introduced by them. The company has announced to continue with Digital medium for consumer engagement and brand building plans in the future as well. Hence this completes the Del Monte marketing mix.


About Del Monte:

The Del Monte, formally known as Fresh Del Monte Produce Inc., has been a synonym for premium quality processed food since its debut in 1886. For generations, the company has committed to the quality and earned a global reputation. Del Monte has its headquarters at California, United States and had net revenue of 4 Billion.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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