Marketing Program
The four marketing mix elements of the Howlin' Coyote chili marketing program are detailed below. Note that "chile" is the vegetable and "chili" is the dish.
Product Strategy
After first summarizing the product line, the approach to product quality and packaging is covered.
Product Line: Howlin' Coyote chili, retailing for $3.99 for an 11-ounce serving, is available in five flavors. The five are Green Chile Chili, Red Chile Chili, Beef and Black Bean Chili, Chicken Chunk Chili, and Mean Bean Chili.
Unique Product Quality: The flavoring systems of the Howlin' Coyote chilies are proprietary. The products' tastiness is due to extra care lavished upon the ingredients during production. The ingredients used are of unusually high quality. Meats are low-fat cuts and are fresh, not frozen, to preserve cell structure and moistness. Chilies are fire-roasted for fresher taste. Tomatoes and vegetables are select quality. No preservatives or artificial flavors are used.
Packaging: Reflecting the "cutting edge" marketing strategy of its producers, Howlin' Coyote bucks conventional wisdom in packaging. It avoids placing predictable photographs of the product on its containers. Instead, Howlin' Coyote's package shows a Southwestern motif that communicates the product's out-of-the-ordinary positioning.
Price Strategy
Howlin' Coyote Chili is, at $3.99 for an 11-ounce package, priced comparably to the other frozen offerings and higher than the canned and dried chili varieties. However, the significant taste advantages it has over canned chilies and the convenience advantages over dried chilies justify this pricing strategy.
Promotion Strategy
Key promotion programs feature in-store demonstrations, recipes, and cents-off coupons.