Downloaded 47 times
More Related Content
Chips Ahoy!
- 1. Chips Ahoy! Cindy Chen,Aram Lee, Donna Li, Shirley Liang, Hilda Wong
- 2. Introduction Chips Ahoy! doestheir business through introductions of new flavor varieties. With the introduction of larger size cookies, the brand aims to increase its customer base
- 3. Marketing Objectives ◦ Improveproduct awareness ◦ Increase sales with new product introductions ◦ Expand image of the usages of Chips Ahoy! ◦ Maintain product recognition and brand equity ◦ Drive sales of $100 mm next year, an increase of 15% over the current year
- 4. Target Audience Ages 2-24, 30-50 Millennials, Familieswith young children, single people, females Upper-Middle Class Suburban Adults who purchase Chips Ahoy! due to association as a favorite from childhood days Milk & Cookies are a popular American pastime from an early age Fond Memories of Chips Ahoy! as a back-to- school snack
- 5. Brand Positioning For families,children and young adults, Chips Ahoy! is the snack that gives you convenient, delicious and consistent chocolate chip cookies to satisfy anyone’s sweet tooth, due to its reputation as a household name for all your snacking desires.
- 6. SWOT Analysis - Evokeschildhood memories - Many Varieties - Second highest market share - Co-branding with Hershey’s - Cheap - Acquired Brand Loyalty, Awareness - Tap into college students who reminisce on Chips Ahoy! - Diversification of consumer options - Introduce healthier varieties for health conscious consumers - Not healthy, high in sugar and fat - Packaged cookies don’t taste as fresh as homemade cookies - Not all varieties/flavors are available, some might be hard to find in certain areas -Current trend of healthier snacks: Health Craze -Poorer economy; cookies and snacks are not necessities -Competitors: Oreo has a large market share and similar product
- 7. Competitors of ChipsAhoy! ◦ Little Debbie ◦ Lofthouse Cookies ◦ Nabisco Nilla Cookies ◦ Newtons ◦ Oreos ◦ Keebler ◦ Pepperidge Farms ◦ Mrs. Fields Cookies
- 8. “ According to Mintel’s2014 Market Research Report of United States Cookie and Cracker consumption, “sandwich cookies find favor among nearly half of cookie eaters”.
- 9. Cost per packagefor each competitor Cookie Brands Prices Chips Ahoy! $3.50/pack or $4.68/12ct Little Debbie $3.50/12ct Lofthouse Cookies $2.98/10ct Nabisco Nilla Wafers $3.28/box or $4.68/12ct Newtons $3.68pack or $4.68/12ct Oreos $3.50/pack or $4.68/12ct Keebler $1.98/pack or $4.50/14ct Pepperidge Farms $2.88/pack Mrs. Fields Cookies $2.00/8oz box AccordingtoWalmart.com
- 10. Marketing Strategies ◦ Increasein-store presence of Nabisco Chips Ahoy! ◦ Increase online presence ◦ Create a more attention grabbing and memorable tagline ◦ Promote positive and more personable company image ◦ Increase brand market recall
- 11.
- 12. TV - 59% SocialMedia - 18% Other - 20% Newspaper - 1%
- 13. Tactics - Social Media Campaign ●YouTube: Short videos featuring Cookie Guy ● Facebook: Interactive Contests & Introduce recipes ideas ● Twitter & Instagram: Hashtag: #chipsahoy #chipme
- 14. In-Store Demonstrations/ Promotions ●Encourage DIY recipe with Chips Ahoy! cookies ○ Stores may give out samples of the cookies with unique recipes
- 15. Tactics - Digitaland Print Advertisement ● Online coupons accessible through social media outlets and websites ● Partnerships with ice cream, peanut butter, etc. companies to provide joint discount deals ● TV Ads: Similar concept to YouTube short videos. Push Cookie Guy icon into memorable ads ● SmartSource Coupon machine in the aisles near Snacks & Ice Cream specifically
- 16. Consumers are likelyto purchase cookies at Supermarkets and Department Stores, therefore adding the SmartSource coupon machine near Snacks and Ice cream aisles can give customers more incentives to purchase our product.
- 17. Digital Advertisement -#ittakesahoy!
- 18. Tactics - Backto School Campaign University Students ▫ Chips Ahoy! brings back childhood memories. ▫ On-Campus tabling with DIY cookie sandwich making. ▫ “You’re a Smart Cookie” : Care packages with coupons and encouragement. ▫ Chips Ahoy! gives students a feeling of “home away from home.”
- 19. Tactics: Cookie RecipeContest “Cookies Ahoy!” ▫ Interactive Online Campaign to promote larger cookie product. ▫ Encourage consumers to experiment with Chips Ahoy! through a cookie recipe contest. ▫ Winners chosen through votes from general public. ▫ Online coupons distributed to contest participants and voters.
- 20. Advertising Budget $ Advertising CostQuantity Total TV/4weeks $2,000,000 8 $16,000,000 Internet 500,000 1 $500,000 Magazines/ad $1,000,000 3 $3,000,000 Outdoor $300,000 1 $300,000 In-Store Advertising $500,000 1 $500,000 Newspaper/ad $200,000 2 $400,000 Total $20,700,000 Standard Shelf Talk Shelfvision Video Carts Floortalk
- 21. Trade and PromotionBudget $ Trade Cost Quantity Total Features/event $350,000 4 $1,400,000 Display/event $500,000 4 $2,000,000 Price reductions/event $200,000 3 $600,000 Total $4,000,000
- 22. Trade and PromotionBudget $ Promotion Cost Quantity Total FSI/4weeks $1,000,000 5 $5,000,000 SSCM/4weeks $1,000,000 5 $5,000,000 Internet Coupons $100,000 1 $100,000 On-Pack $200,000 1 $200,000 Direct Mail $1,000,000 1 $1,000,000 Sampling $2,000,000 1 $2,000,000 Total $13,300,000 Coupon Machine Shelftalk with tearpad Shelftalk One
- 23.
Editor's Notes
- #3 Aram new approach to utilize the cookies the graph: new flavors generates more and higher sales
- #4 Donna
- #5 Shirley
- #6 Hilda
- #7 Hilda
- #8 Shirley explains the speciality of the brands and what they are famous for Hilda comes later explaining about Oreo and cookie sandwiches Oreo is currently leading with the highest market shares, while Chips Ahoy is second after Oreos. According to Mintel research, cookie consumers surveys have reports to favor more upon sandwich style cookies. This is a segment of the market that Chips Ahoy has not expanded into. We want to implement a bigger size Chips Ahoy, so we can promote more usages of the cookie. One of them including to utilize adding ice cream, peanut butter, and etc, between two cookies.
- #10 Hilda All the competitors are around the same price range, so cost is not a factor in leading one brand over another, rather than the variation of flavors and texture preference may lead customers to have a better preference over another.
- #11 Donna
- #12 Shirley: Regular and Chewy highest
- #13 From our surveyors, these were the percentages of the different ways they have heard about Chips Ahoy! According to a social media marketing report by the Social Media Examiner, from 2014, studies have found that the top two benefits of social media marketing are increasing exposure and increasing traffic. A significant 92% of all marketers indicated that their social media efforts have generated more exposure for their businesses and increasing traffic increased to 80%. The largest increases were developing loyal fans, which increased to 72% from 65% which leads to an increase in sales as well. Social Media marketing also help reduce marketing expenses. Since we're marketing to consumers, 77% of business to consumer marketers have developed loyal fan base due to social media marketing while b2b marketers came out with 64%
- #14 Aram YouTube: Short videos used to increase recognition for brand icon: Cookie Guy Facebook: Interactive Contests & Sweepstakes with customers. Introduce recipes ideas and encourage sharing of posts. Twitter: Create trending hashtags. #chipsahoy #chipme
- #15 Aram put the samples into ice cream sandwiches
- #16 Donna
- #18 Shirley
- #19 Shirley Chips Ahoy can provide an incentive for younger students to drink milk
- #21 Cindy
- #22 Cindy
- #23 Cindy