supercrisp (product failure)
TRANSCRIPT
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SUPERCRISP CHIPS
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CONTENTSProduct Definition
Super Crisp Varieties & Unique Selling Points
Environmental Analysis
Consumer Behavior
Target Market
Positioning
Major Competitors
Pricing Strategy
Marketing Mix
Suggestions
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Product Definition
Provide high quality potato chips
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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
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SUPER CRISP VARIETIES & UNIQUE SELLING POINTS
Deep red flesh color & crispy flesh texture
Excellent sweet taste
High yield
Dark-green striped rind
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SUPER CRISP VARIETIES & UNIQUE SELLING POINTS
Excellent firmness High bricks
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ENVIROMENTAL ANALYSIS
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More Success in short time as compare to other
competitors.
Worldwide distribution network.
Diverse product range.
Maintaining International quality.
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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.
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• Online Marketing of Products.
• Expanding their products market
worldwide to capture shares.
• Large distribution almost in all urban areas.
• Introducing new flavors ranges
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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.)
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CONSUMER BEHAVIOUR
• Price conscious• 68% are taste sensitive• purchase driven by impulse buying and promotions
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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
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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
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Positioning
• Energy chips that boost you
• Allowing one to do / prepare for
extreme task
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MAJOR COMPETITORS
Lays Pringles SlantyPlain
Bakery Chips
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Pricing strategy
Price Objective Super Crisp price objective is Profit
maximization
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Pricing strategy
Status Quo Pricing Super crisp has place its prices similar to the
other competitors with different size of packing
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Pricing strategy
Good Value pricing Super crisp offers just the right combination of
quality and good services at a fair price
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MAJOR COMPETITORS
Lays Pringles SlantyPlain
Bakery Chips
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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
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Pricing strategy: Status Quo
Equal demands and sales
Value for money (10% extra)
Low prices with good quality.
4P ’s: Pr ice
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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/
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Availability and Accessibility
Pull Strategy
All Kinds of Stores
Cinema Theaters
Stands
4P ’s: Place
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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
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SUGGESTIONS
Advertising 60% - Promotion 40%Advertising 40% - Promotion 60%Advertising 50%- Promotion 50%
Super crispAdvertising 44% - Promotion 56%
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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
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Thanks!