Marketing Strategy

Joe Hines’ experience in marketing strategy extends thirty years with successful experiences in large corporate environments including a long career at ConAgra Foods, Schwan’s Company, and International Flavors and Fragrances. Additionally, he has had retainer-based relationships with a number of key food industry leaders including Ghirardelli Chocolate, Ruiz Foods and Cholula Hot Sauce.

Since launching A-Cubed Marketing Services, Joe has also served smaller food companies including Upper Crust Enterprises, Café D’Vita, MCI Foods, Juan J’s desserts, and Naturas Foods authentic Hispanic beverages. Mr. Hines’ channel experience includes conventional grocery, natural foods, warehouse club stores, and foodservice.

Both as a consultant and head of A-Cubed Marketing Services, he has served his clients in the following important areas:

	Branding.		Key Account Management		Product Management
	Broker Management		Market Research		Quantitative Analysis
	Copy Writing		New Product Launches		Strategic Planning
	Digital Marketing		P & L Management		Trade Show Marketing
	Event Marketing		Pricing Strategies		Traditional Media
	Graphic Design		Promotion Strategies – B2B and B2C

Industry experience includes work in the following food and beverage categories:

Canned/ Shelf-stable commodities: tomatoes, oil, fruit juice	Fresh produce: Unique tomato varietals, fresh salad kits	Shelf stable beverages:  hot chocolate, roasted coffee, cold beverage mixes
Condiments: Salsa, hot sauce, jams and preserves, ketchup.	Frozen foods: frozen entrees, frozen desserts	Snack foods: Popcorn, gourmet popcorn clusters
Ethnic food categories: Mexican, Italian, Asian	Refrigerated foods: pasta, Italian entrees, desserts	Pet Food: Dry kibble, canned, treats

Architecture	Legal Services	Pool & Spa Maintenance
General Contracting	Management Consulting	Property Restoration
Health Care	Medical Device Engineering

As a seasoned extension of his clients’ management teams, Joe Hines works hard to meet the strategy, design, and execution needs of his clients.  He draws on his deep well of experiences and skills and also provides project management of additional work completed by a carefully selected network of industry colleagues who work in multiple disciplines.

Joe’s role as a marketing consultant changes from client to client. The work process starts with an initial “Insights” stage where a situation analysis is performed. At times when clients lacked certain information and secondary data did not already exist, primary research studies have been planned and executed.

The second stage is a strategic planning process directed at either the overall company level, or sometimes on a product level, and sometimes both. With the planning. process concluded, Joe is also able to manage the implementation of his strategic recommendations and plans.

Insights	Strategy		Execution
Marketing	Company	Product	Marketing	Pipeline
Market Assessment	Market Alignment Strategy	Product Branding	Marketing Mix Optimization	Sales Funnels/ Conversion Process
Competitive Analysis	Brand Assessment	Product Planning	Communications & Public Relations	Demand/ Lead Generation
Customer / Consumer Experience	Company and Portfolio/ Brand	Product Positioning	Digital Marketing & Social Media	Sales Enablement
Market Sizing	Positioning & Messaging	Packaging & Delivery	Traditional Media	Channel Strategy
Segment Analysis	Market Segmentation	Product Pricing	Promotions & Events
Situation Analysis (SWOT)	Value Proposition	Launch Planning
	Go-To-Market Strategy	New Product Development Process

Joe Hines is also Professor of Marketing at several important Southern California universities. Each semester, you can find him expanding the marketing skills and career aspirations of undergraduate students and MBA candidates at the following universities:

California State University, Fullerton

Whittier College

Fullerton College

Joe has also occasionally taught at these universities:

Biola University

Concordia University

California Baptist University