Pik-Nik is seeking to become the number one imported snack brand in the Philippines by targeting young adults aged 18-25 through online marketing, as research found this demographic buys snacks for emotional reasons during transitional life periods and is highly active online. The marketing plan proposes developing a Facebook fan page and game to engage this audience and position Pik-Nik as a "true friend" during uncertain times.

1. Marketing Plan

2. Summary of Data Provided

3.  Pik-Nik is an all-American snack
that has been in the market for
over 70 years now.
 It is the No. 1 Potato stick brand in
the USA.
 It is the No. 1 worldwide exporter of
Potato sticks.
 Pik-Nik’s plant facilities are in San
Jose, California

4. United States Canada
Philippines Iceland
Korea Latvia
Taiwan Aruba
Thailand Curacao
Malaysia Bonaire
Singapore Costa Rica
India Kuwait
China Saudi Arabia

5.  Snack Foods Category
◦ Industry
 Potato based
 Corn based
 Flour based
◦ Sub-category:
 All Natural
 Extruded
 Processed
 Pik-Nik is an all natural potato snacks, made
using only fresh potatoes, pure vegetable oil
and other seasonings.
 100% no preservatives

7.  Goal: For Pik-Nik to be the No. 1 in the
Imported Snack market in the Philippines.
 Problem: How can we make Pik-Nik the top of
mind choice for consumers in its target
market without changing its product offering?
◦ Low control over product since internationally
sourced

9.  Pik-Nik
 Pringles
 Frito-Lay
 Oishi

10.  Pik-Nik
◦ Has an International Website
 No engagement
 Not updated
◦ No local Website
◦ No Official Facebook Page
◦ Has an inactive fan-generated Facebook Page
(3,345 fans)

11.  Pik-Nik
◦ No Official International or Local Twitter Page
◦ No Youtube Channel
◦ No Forums talking about Pik-Nik
◦ Low SEO score in Google Search
 Keywords: “Piknik; Pik-Nik”
◦ Good local feedback thru social media (Facebook &
Twitter)

12.  Pringles
◦ Has an active international Website and Microsite
 Good promotional activities
 User-Friendly Site
◦ Has 17,600,627 (As of Feb. 8, 2012) fans in its Official
International Facebook Page
◦ Has a number of ACTIVE unofficial international Fan
Pages (Total fans amount to approximately 2 million)
◦ Has 5,565 followers in its active international Twitter
account
◦ Great Score in SEO Google Search
 Keyword “Pringles”
◦ Inactive International Youtube Channel (370 Subscribers)

13.  Pringles
◦ No local website
◦ No local official Facebook page
◦ No local fan-generated Facebook page
◦ No local Twitter
◦ Great Positive Feedback from Social Media locally
and internationally.

14.  Frito Lay

15.  Frito Lay

16.  Oishi
◦ Has a local website
◦ Has an active local Facebook fan page

17.  Oishi

18.  There is a big opportunity for Pik-Nik to grab
market shares through the internet since
local direct competitors of Pik-Nik have not
yet started using online mediums to reach
their target market.
 Pringles might have a different approach now
since it has been divested by P&G to Diamond
Foods.
 Only Frito Lay has had a successful viral
campaign, but it was international.

19.  30 respondents via Google Docs online survey
 Aged 19-27 respondents from various
backgrounds and occupations
 13 male respondents, 17 female respondents

20. URL: http://bit.ly/Ae98tJ
 Who buys snacks in your place MOST OFTEN?
 Where do you buy your snacks the most?
 How often do you eat snacks?
 What are your top three choices of snacks to buy [in order of preference]?
(Brand Names)
 Why do you buy snacks? (Score with 1 as lowest and 5 as highest, scores can
be repeated)
◦ Tastiness
◦ Low Price
◦ Brand Name
◦ Uniqueness (It is one of a kind)
◦ Health Benefits]
◦ For a specific occasion (Party, etc.)
◦ Easy to bring around (Pocket size)
 How often does "Person who buys your snacks" purchase snacks?
 What is your personal reason for buying/eating snacks? Explain if needed.

21.  Who buys snacks in your place MOST OFTEN?
(Multiple Choice)
◦ Many of the respondents buy snacks themselves (12
parents, 18 themselves)
 Where do you buy your snacks the most? (Multiple
Choice)
◦ Top three are Supermarkets, Convenience Stores, and
Wholesale Stores (S&R, ShopWise, etc.)
 What are your top three choices of snacks to buy?
(Brand Names)
◦ Top three most chosen are Jack&Jill Products, Frito Lay
Products, and other indirect competitors
(Fruits, Chocolates, etc.)

22. Why do you buy snacks? (Score with 1 as lowest and 5 as highest,
scores can be repeated)

23.  What is your personal reason for buying/eating
snacks? Explain if needed.
◦ Common Responses (Most common to least common)
 Comfort food, Stress Relief, Break/reward in between
heavy/long tasks, To pass time/keep occupied
 To pass hunger, Meal Replacement, Energy Boost
 Convenience, To save time (Instead of a full meal), On-the-
go comfort food
 Taste, Many Flavors

24.  A great factor for consideration in buying
junk food is taste, followed by price.
 There is a great number who eat junk food as
“comfort food” instead of just as a snack.

25.  No specific emotional or occasional
association with Pik-Nik
 Cannot be considered “real comfort food” by
its consumers
◦ Most common are Chocolates, Ice cream, and
cakes; Frito Lay products is the most associated
“comfort food” among the imported snacks
industry.
 Most recognizable (and favorite) Flavor for
Pik-Nik is its Ketchup Fries

26.  Wouldn’t buy Pik-Nik deliberately, but would
eat it if it was there already.
 Usually bought if “nagsawa” from other
imported snack foods.
 Pik-Nik’s packaging is large and is difficult to
squeeze into one’s bag

27.  Users of the internet have a skewed
demographic towards the younger (below 30)
generation
 The Philippines’s online market has a 50%
penetration rate (approximately)
◦ Pik-Nik’s target market (B and C SEC) consists of
approximately 40% of the Philippine population
 90% of internet users are on Facebook
 Flash Game Development Costs are at around
7,000Php – 50,000Php depending on
complexity

32.  The competition of Pik-Nik all have an online
presence, with Frito Lay having the most
online presence and assets, and Oishi having
the least.
 Pik-Nik has almost no online presence, and
no online assets, and is obviously missing out
on this opportunity.
 A great number of the individuals that Pik-
Nik is targeting can easily be reached through
this untapped medium.

33.  Except for Oishi, the imported snacks market
do not have a locally targeted online
campaign.
 The competition for flavor innovation is
fierce.

35.  Place
◦ California Plant
◦ Local Distributor
◦ Traditional Modern Trade Channels
◦ Some General Trade channels (School cafeterias)
 Price
◦ Premium Price due to its being an imported Snack
◦ Less expensive than Frito Lay and Pringles, but
more expensive than Oishi and other local snacks.

36.  All natural potato snacks
◦ Made from fresh potatoes, pure
vegetable oil and other seasonings
◦ 100% no preservatives
◦ Ensures crisp, crunchy texture and
a superb fresh fried potato taste.
◦ Packed in re-sealable, foil-
lined, “stay fresh” canisters to retain
freshness

37.  Two years shelf life.
 Single Serve size is child safe
with no metal rings or sharp
metal edge on lid
 Every medium and large size
container comes with a
reusable, plastic lid

38.  Unflavored
◦ Original Shoestrings
◦ 50% Less Salt Shoestrings
◦ Fabulous Fries

39.  Flavored
◦ Ketchup Fries
◦ Cheddar Cheese Shoestrings
◦ Honey Mustard Shoestrings
◦ Hot! Shoestrings

40. SMALL
 1.5 oz (42 grams) - 1.75oz. (50 grams)
MEDIUM
 3.75 oz ( 106 grams) – 4 oz. (113 grams)
LARGE
 8.5 oz (241 grams)- 9oz (255 grams)

41. Sampling and Selling programs Events Sponsorships

42.  Dispenser Programs - (Cinema Snack Bars)
 On-Premise Activation Programs
 Recipes on the website
 Holiday/ Hamper programs
 Cable TV exposure

43.  No differentiating factor
 No innovative factor except for “Pik-Nik
recipes”
 Inadequate efforts to sustain good business
OR obtain goal of becoming number 1.

46.  The consumers of junk food are at various
ages, but Pik-Nik chose to market to those
aged 18-25. The characteristics I have
obtained from my research survey has shown
that they are mostly going through an
emotional roller coaster at this point in their
lives

47.  These individuals are in the “twilight zone” of
being the problems and care-freeness teenager
and responsibilities of an adult. It is in these
moments that these individuals make the first
most important choices for their lives.
 It is in these delicate moments that we need our
friends the most for support, but only real
friends stick with you thru good times and the
bad.
◦ This is most true for high-schoolers choosing/entering
college, college students choosing their first job, or
couples checking where they are headed towards, etc.

48.  The Philippine environment’s online market is
growing steadily, with its current penetration
level at 50% of the population. This new
channel is a good, cheap, and effective way to
reach Pik-Nik’s target consumers.

49.  “These periods of uncertainty in my young
adult life are moments that will define
me, and I want to know that I am making the
right choices. I am going through so much in
my life right now that this is the moment I
need the most help, and it is only true friends
that will stay with me through good times
and the bad.”

51.  Young & trendy 18 to 25 years old
 Gregarious
 Fun loving
 Adventurous
 Independent & dynamic
 Eating “on the move”
 Snacking for fun

52.  Young, emotionally
“high”, teenagers, transitioning to the adult
life (Aged 18-25)
 Fun loving and yet care for the consequences
of their actions to their future
 Those individuals who are in the middle of
their “soul-searching” through the choices
they are about to make.

54.  To have 10,000 fans by the end of the year
on Pik-Niks new facebook fan page.
 To have associated the positioning of “Pik-
Nik: The True Friend” beyond the promotional
activity

55.  Produce a flash game to be posted online
(Facebook Fan Page), with an online scoring
system and public leaderboards.
◦ Tetris, with tiles as Pik-Nik strips
◦ Weekly Winners obtain a 100Php Pik-Nik Gift
Certificate
 Utilize SEO and PPC to drive traffic to the
website
 Have a monthly photo uploading competition
where users “nominate” someone who needs
a friend, and a little cheering up.