I created the La Victoria Competitive Analysis with two fellow interns during my internship at RIESTER. As a team, we were assigned to develop a competitive analysis, providing a thorough review of competitor brands for potential real-world application. This included a detailed overview of competitor company profiles, current outreach efforts and digital offerings. Most importantly, we were asked to identify gaps in competitive offerings to provide RIESTER team members with a well thought out, strategic recommendation regarding ways to guide potential brand positioning opportunities for the client.

1. Competitive Analysis
Team La Victoria
July 24, 2013

2. . Research
. Secondary
. Primary
. Campaign Recommendations
. Long term branding initiative
. Outreach opportunities
. Social media support
. Summary
. Questions
Overview

3. Background Research
. Secondary Research
. La Victoria creative brief
. La Victoria case study
. Competitor evaluation
. Digital
. Social media
. Past and current campaigns

4. Background Research
. Primary Research
. Shelf checks
. Survey
. Demographics

5. Insights

6. La Victoria - 100th Anniversary Campaign
La Victoria was with
you when…

7. La Victoria was with you when...
. Target Audience
. Men and women ages 25-54
. Position
. A timeless staple in West Coast culture
. Theme
. La Victoria was with you when…
. Indicates brand longevity
. Creates emotional and nostalgic appeal

8. La Victoria was with you when...
. Marketing La Victoria as timeless
. Break through consumer perceptions
. Other timeless brands
. Long term branding initiative

9. La Victoria was with you when...
. Marketing La Victoria as timeless
. Break through consumer perceptions
. Other timeless brands
. Long term branding initiative

10. Long Term Branding Initiative
2014
Lay the Foundation
 Brand history
 La Baca family
2015
Engage Consumers
 Build brand
relationship
 La Victoria in
consumers’ homes
2016
Expand Further
 Develop deeper
connection
 Family Milestones
2017
Timeless Brand
 Gain timeless
perception
 Historical U.S.
events

11. Long Term Branding Initiative
2014
Lay the Foundation
 Brand history
 La Baca family
2015
Engage Consumers
 Build brand
relationship
 La Victoria in
consumers’ homes
2016
Expand Further
 Develop deeper
connection
 Family Milestones
2017
Timeless Brand
 Gain timeless
perception
 Historical U.S.
events

12. Long Term Branding Initiative
2014
Lay the Foundation
 Brand history
 La Baca family
2015
Engage Consumers
 Build brand
relationship
 La Victoria in
consumers’ homes
2016
Expand Further
 Develop deeper
connection
 Family Milestones
2017
Timeless Brand
 Gain timeless
perception
 Historical U.S.
events

13. Long Term Branding Initiative
2014
Lay the Foundation
 Brand history
 La Baca family
2015
Engage Consumers
 Build brand
relationship
 La Victoria in
consumers’ homes
2016
Expand Further
 Develop deeper
connection
 Family Milestones
2017
Timeless Brand
 Gain timeless
perception
 Historical U.S.
events

14. Long Term Branding Initiative
2014
Lay the Foundation
 Brand history
 La Baca family
2015
Engage Consumers
 Build brand
relationship
 La Victoria in
consumers’ homes
2016
Expand Further
 Develop deeper
connection
 Family Milestones
2017
Timeless Brand
 Gain timeless
perception
 Historical U.S.
events

15. Insights

16. La Victoria - Loco Campaign
If you can handle
the heat, get in
the kitchen.

17. If you can handle the heat, get in the kitchen.
. Target Audience
. Spice lovers ages 20-30
. New market - YAMS
. Position
. A dare to test spice lovers’ limits
. Limited Time Offer
. La Victoria Loco
. Ghost pepper (twice as hot as the habanero)
. Theme
. If you can handle the heat, get in the kitchen.

18. . Supporting Content
. Attention getter = new users
. Male messaging
. Break away from female brand perceptions
. Thermometer gateway
If you can handle the heat, get in the kitchen.

19. . Sporting Events
. Promotional personnel at entrances
. Spice challenge booths – “La Victoria’s Kitchen”
. T-shirt prize
. Salsa character races
. Sauce and pepper bars
. Concessions
. Executive suites – food samples
. Crowd sampling
Outreach Opportunities

20. . Club Stores
. Limited time product
. Small bottles for sale (add to recipes)
. Spice challenge booths – “La Victoria’s Kitchen”
. T-shirt prize
. Thermometer heat level sales
. Heat dial
Outreach Opportunities

21. . Facebook
. Thermometer heat level sales
. Event announcements
. Twitter / Instagram / Vine
. Thermometer heat level sales
. Event interactions
Social Media Support

22. . 100th Anniversary Campaign
. La Victoria was with you when...
. Long term branding initiative
. First jarred salsa in the U.S. 1917
. La Victoria Loco Campaign
. Attention getter
. Spice challenges – La Victoria Loco
. New consumers
. Thermometer gateway
. Heat dial
Summary