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McIlhenny Company connects with Historical Black Colleges and Universities
Marketing Competition
In late 1999, McIlhenny Company contacted the heads of the marketing departments of the five Historical Black Colleges and Universities in Louisiana and enlisted their help in coordinating a student competition to position TABASCO® brand products to the African-American consumer. Professors at Southern University New Orleans and Xavier University in New Orleans, Southern University in Baton Rouge and Grambling State University in Grambling each selected a team of their best students to participate.
The Assignment
The goals of the student competition were to find innovative ways to present information to African-American college students about TABASCO® brand Pepper Sauce and its Family of Flavors, create acceptance, build loyalty and generate usage in eating and cooking activities. When the students gave their presentations, they were polished and professional. Even though a winner was declared, all teams received cash awards and high compliments.
Testing the Recommendations
Following the presentations, McIlhenny Company decided to test the student recommendations. These are just some of the concepts that have been implemented since the program was initiated:
- Student Interns representing the TABASCO® brand on campus
- Taste-testings of TABASCO® brand Pepper Sauces at student and faculty functions
- Support of campus clubs and organizations
- Participation and sponsorship of university-wide events
- Connecting to cultural activities relevant to the African-American market
- Promotion of contests at college sporting events
Students celebrating at the 2007
Southern University Step Show
Plans Presented Each Semester
As the program has evolved, students now prepare a comprehensive plan each semester to accomplish the goals set for positioning the TABASCO® brand to the student population. Each fall and spring semester, the students and their advisors meet at McIlhenny Company’s corporate office on Avery Island and present their recommendations to the executives of McIlhenny Company. The meeting also includes a tour of the manufacturing facility, a meeting with the company historian, a lunch in the Executive Dining Room and a presentation by the executives of the company on the annual domestic and international marketing efforts.
The Results
McIlhenny Company has been extremely pleased with the results to the program, and it will continue similar efforts in the future. In turn, the program has provided the students and their faculty advisors with the opportunity to explore and test the principles and theories of research, advertising, promotions, and sports marketing in a field-tested, hands-on approach. It is the company’s expressed desire that these kinds of “real work” experiences and opportunities will contribute to the continued educational growth and development of the students at these universities.
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