College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
BioResource and Agricultural Engineering Department
Degree Name - Author 1
BS in Agricultural Systems Management
Date
6-2010
Primary Advisor
Richard Cavaletto
Abstract/Summary
This senior project is a manager’s perspective of the creation of a marketing plan from start to finish. The project begins with the team assembly process in which fifteen students were hired to execute different parts of the marketing plan and continues all the way through the completion of the project and presentation of the marketing plan at the National Agri-Marketing Association conference in Kansas City, Missouri. The marketing plan was a product repositioning strategy for a unique variety of grape tomatoes. Through consumer research, healthy eating trends in the United States along with an increasing demand for snack foods created the perfect platform for Rubies, the sweetest, healthiest, and most convenient snacking tomato to ever reach mainstream retail shelves. After five months of product development, the Rubies marketing plan was taken to the National Agri-marketing Association Collegiate Competition in Kansas City to compete with marketing plans developed by 35 of the nation’s top agribusiness universities. The project was a success, winning fifth place overall and reaching the finals for the first time in a decade for Cal Poly.
URL: https://digitalcommons.calpoly.edu/braesp/21
Rubies Executive Summary