Analysis why supercrisp was failed

1. SUPERCRISP CHIPS

2. CONTENTS
Product Definition
Super Crisp Varieties & Unique Selling Points
Environmental Analysis
Consumer Behavior
Target Market
Positioning
Major Competitors
Pricing Strategy
Marketing Mix
Suggestions

3. Product Definition
Provide high quality potato chips

4. 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

5. SUPER CRISP VARIETIES & UNIQUE
SELLING POINTS
Deep red flesh color & crispy flesh
texture
Excellent sweet taste
High yield
Dark-green striped rind

6. SUPER CRISP VARIETIES & UNIQUE
SELLING POINTS
Excellent
firmness
Extended
planting
season
High bricks
Good
uniformity
of fruit
size &
shape

7. ENVIROMENTAL ANALYSIS

9. More Success in short time as compare to other
competitors.
Worldwide distribution network.
Diverse product range.
Maintaining International quality.

10. 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.

11. • Online Marketing of Products.
• Expanding their products market
worldwide to capture shares.
• Large distribution almost in all urban areas.
• Introducing new flavors ranges

12. 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.)

13. CONSUMER BEHAVIOUR
• Price conscious
• 68% are taste sensitive
• purchase driven by impulse buying and promotions

14. 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

16. TARGET
AUDIENCE
AGE CLASS VALUE PUBLICS
Children
Teenagers
Families
Athletes
All age group Upper,
upper-
middle
And
middle class
Experiences,
Liberal but
Religious
Organization
Media,
General,
Internal &
external and
Consumers

17. Positioning
• Energy chips that boost you
• Allowing one to do / prepare for
extreme task

18. MAJOR COMPETITORS
Lays Pringles Slanty
Plain
Bakery
Chips

19. Pricing strategy
Price Objective
Super Crisp price objective is Profit
maximization

20. Pricing strategy
Status Quo Pricing
Super crisp has place its prices similar to the
other competitors with different size of
packing

21. Pricing strategy
Good Value pricing
Super crisp offers just the right combination of
quality and good services at a fair price

22. MAJOR COMPETITORS
Lays Pringles Slanty
Plain
Bakery
Chips

24. 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

25. Pricing strategy: Status Quo
Equal demands and sales
Value for money (10% extra)
Low prices with good quality.
4P’s: Price

26. 4P’s: Price
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/

27. Availability
and
Accessibility
Pull Strategy
All Kinds of
Stores
Cinema
Theaters
Stands
4P’s: Place

28. Ali Zafar Various channels
Billboards
Advertisement
Participation in various
localized and national
sports and cultural
events
Special Racks
Point-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

29. SUGGESTIONS
Advertising 60% - Promotion 40%
Advertising 40% - Promotion 60%
Advertising 50%- Promotion 50%
Super crisp
Advertising 44% - Promotion 56%

30. 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

31. Thanks!