JACOBSEN SALT CO.
ROLE: Strategist
(University of Oregon - Class Project)
About Jacobsen Salt Co.
Their mission is to offer the finest elemental cooking ingredients and kitchen staples, inspiring people to cook, eat, and live well.
Expanding the Brand
Expanding into Italy, Jacobsen Salt Co. embraces the country's culinary values of simplicity and quality. Italian cuisine prizes using few, high-quality ingredients, free from preservatives, focusing on freshness over complexity. Cooking in Italy is both tradition and art, emphasizing craftsmanship and high standards for ingredients.
Rooted in a rich legacy and deep connection to their origins, Jacobsen Salt Co. offers products with a distinctive flavor profile sourced from the finest Pacific Coast seawater. Their entry into Italy aims to introduce Italian chefs and consumers to their handcrafted salt, aligning with Italy's culinary traditions of excellence and simplicity.
The Target Market:
Middle-to-upper-class Italians aged 25-40 in affluent cities like Milan and Bologna saw their average household disposable income rise by 2.6% from 2020 to 2021. This demographic increasingly prioritizes immediate spending over saving, driven by a 'live for the moment' mindset. They favor novelty items and aspire to lifestyles that may not be sustainable long-term.
Swot Analysis
Strengths:
High-Quality Product: America’s first fleur de sel, harvested from the purest saltwater and crafted entirely by hand.
Diverse Product Range: Includes honey, candies (caramels and licorice), and seasonings alongside their renowned salt.
International Shipping Capability: Able to ship globally, expanding market access.
Weaknesses:
Short History and Size: Founded in 2011 with fewer than 40 employees, limiting resources and market presence.
Time-Consuming Production: Salt-making process takes 2.5 weeks, affecting scalability.
Limited Market Dominance: Faces challenges in establishing a strong international foothold.
High International Shipping Costs: Tariffs and taxes lead to higher shipping expenses abroad.
Niche Customer Base: Targets higher-end consumers, potentially limiting mass-market appeal.
Opportunity:
Artistic Culinary Culture: Italian cooking values quality ingredients as an art form.
Integral Ingredient: Salt is crucial in Italian cuisine, a key opportunity for Jacobsen Salt Co.
Cultural Connection: Link new generations of Italians to their culinary heritage.
American Food Trends: Evidence shows American influences like fast food and cake design gaining popularity in Italy.
Threats:
High Price Point: Premium pricing may limit market penetration.
International Competition: Competing with established producers like Sicily.
Brand Recognition: Entering a tradition-focused market with low brand awareness.
Culinary Tradition: Italy's deep culinary roots pose challenges for new entries.
Consumer Preferences: Changing tastes may reduce appeal of "Pacific Northwest" origins.
Product Positioning:
We aim to position our salt as an enhancement to Italian culture rather than a threat. Leveraging Italian voices will introduce Jacobsen in a way that feels authentic and seamlessly integrates into their market.
Messaging Considerations:
Our goal is to respect Italian culture by avoiding overly emphasizing 'PNW' language while highlighting Jacobsen's organic and natural harvesting methods. Our approach will prioritize maintaining our core values and mission throughout the marketing strategy.
Creative Execution: Influencer Product Seeding
Influencers in Italy: Italy boasts the highest percentage of influencers per population in the European Union (2.22%). According to a 2021 study by Buzzoole, 85% of consumers surveyed indicate they consider influencer opinions when making purchasing decisions.
Recipient Examples:
@chiarabiasi: Italian lifestyle influencer (3.9 million IG followers)
@ziabene: Italian chef and food influencer (1.1 million IG followers)
Creative Execution: Placed in High-End Food Shops
Local food markets (mercato)
Butchers (macellai)
Cheesemongers
