Dorothy Boodle is a 53-year-old cookery teacher and mother of three. She's spent the last 20-years working on a recipe for beans to rival the Heinz beans, helped by her children and the kids at the school where she teaches. She's now perfected that recipe. Independent taste tests rate her beans the similar as Heinz and for some people a little better. Hers have a slightly tangier taste; they have a bit less sugar and are generally slightly healthier. They are as well a little browner they are not that vibrant orange Heinz color. And they can be manufactured for the similar cost.
She raised sufficient money via friends and family to get the beans off the ground and now they have as well got backing from an eccentric millionaire - they want to launch the beans to national distribution. The main supermarkets are ready to stock her beans if they see her come to market in a serious manner. (They are quite keen to challenge Heinz's complete dominance of the baked beans market. They are not making lots of inroads with their own-label products and think Dorothy might destabilize Heinz in a good manner.)
The Boodles encompass come to you for advice on how to launch and support their beans. They are asking problems such as: How should they position themselves versus the Heinz? How must they spend their $7.5 million marketing budget for the first year? What must the product be called?
So what must you tell them?