supercrisp (product failure)

SUPERCRISP CHIPS

CONTENTSProduct Definition

Super Crisp Varieties & Unique Selling Points

Environmental Analysis

Consumer Behavior

Target Market

Positioning

Major Competitors

Pricing Strategy

Marketing Mix

Suggestions

Product Definition

Provide high quality potato chips

ACTUAL PRODUCT

BRAND NAME FEATURES QUALITY LEVEL PACKAGING

“SUPER CRISP” •Crunchy Potato Chips

•Many Flavors

•More Quantity (30gm), (60gm) And (200gm)

•High Premium Quality

•Best And Halal Flavours is acceptable quality standard

•Unique packaging

•With scheme differences to create both a new look and to keep the recall element in mind

SUPER CRISP VARIETIES & UNIQUE SELLING POINTS

Deep red flesh color & crispy flesh texture

Excellent sweet taste

High yield

Dark-green striped rind

SUPER CRISP VARIETIES & UNIQUE SELLING POINTS

Excellent firmness High bricks

ENVIROMENTAL ANALYSIS

More Success in short time as compare to other

competitors.

Worldwide distribution network.

Diverse product range.

Maintaining International quality.

Less Advertisement in Current Media.

Less availability in rural areas.

Not conveying messages through the

sources of communication.

Inefficient R&D department

Price shifts in the market due to competition.

• Online Marketing of Products.

• Expanding their products market

worldwide to capture shares.

• Large distribution almost in all urban areas.

• Introducing new flavors ranges

Already establish competitor (LAYS, Pringles)

High Speed of Capturing market by competitors.

Rate of shares is decreasing due to more

competition.

Threat from Copycats.

Low quality (tasteless, Burnt

chips.)

CONSUMER BEHAVIOUR

• Price conscious• 68% are taste sensitive• purchase driven by impulse buying and promotions

CONSUMER BEHAVIOUR

• Purchase of Potato Chips is based on impulsive behaviors,

• The emotions linked with the brand play an important role in impacting the buying behavior, leading to an increase in sales and brand awareness

TARGET AUDIENCE

AGE CLASS VALUE PUBLICS

Children Teenagers

FamiliesAthletes

All age group Upper, upper-middle

And middle class

Experiences, Liberal but Religious

Organization Media,

General, Internal &

external and Consumers

Positioning

• Energy chips that boost you

• Allowing one to do / prepare for

extreme task

MAJOR COMPETITORS

Lays Pringles SlantyPlain

Bakery Chips

Pricing strategy

Price Objective Super Crisp price objective is Profit

maximization

Pricing strategy

Status Quo Pricing Super crisp has place its prices similar to the

other competitors with different size of packing

Pricing strategy

Good Value pricing Super crisp offers just the right combination of

quality and good services at a fair price

MAJOR COMPETITORS

Lays Pringles SlantyPlain

Bakery Chips

Consumer Product

Maturity Stage

Snack

Flavors: BBQ Crinckles, Plain Salt, Hot n Spicy, BBQ Plain, ketchup, cheese flavors (New)

Trans Fat Free: Fatty Acids, Bad For Heart, Increases LDL And Decreases HDL.

Quality: Its When Customers Come To Us And Our Products Don’t

Spicy For Sub-continent Market

Pack Colors Reflect The Flavors

Small, Medium, Large And Economy Packs

4P ’s: Product

Pricing strategy: Status Quo

Equal demands and sales

Value for money (10% extra)

Low prices with good quality.

4P ’s: Pr ice

4P ’s: Pr ice

Size & flavors Net Weight Price

Small Pack 10 Grams Rs. 05/-

Medium Pack 30 Grams Rs. 10/-

Large Pack 60 Grams Rs. 20/-

Super Dooper Pack 200 Grams Rs. 75/-

Cheese 10,30,60,200 Grams Rs. 5/,10/,20/,75/

Ketchup 10,30,60,200 Grams Rs.5/,10/,20/,75/

Availability and Accessibility

Pull Strategy

All Kinds of Stores

Cinema Theaters

Stands

4P ’s: Place

Ali Zafar Various channels Billboards Advertisement

Participation in various localized and national sports and

cultural events

Special RacksPoint-of-Sale

Displays

TVC, Print Media, Online and word of

mouth

Code of Conduct“Cash ki Barsat”15th May 2015

“SEERAT UL NABI” S.A.W.W quiz

“SUPER BUMPER” a scheme in which

our customers win PLAY STATION, CELL PHONE

and lots of OTHER BUMPER PRIZES

4P ’s: Promotion

SUGGESTIONS

Advertising 60% - Promotion 40%Advertising 40% - Promotion 60%Advertising 50%- Promotion 50%

Super crispAdvertising 44% - Promotion 56%

Marketing Plan Cross Promotion: Our marketing plan will

consist of an activity in alliance with other brands, leveraging on the equity of the company

Activity where one brand (product) in exchange for the purchase of one Super Crisp package

SUGGESTIONS

Thanks!