Super crisp relaunching


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relaunching a brand in the market , a prototype and suggestions for organization

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Super crisp relaunching

  1. 1. -712470-914400<br />11430371475<br />CONTENTS Page(s)<br /><ul><li>Mission Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
  2. 2. Reputation of Organization . . . . . . . . . . . . . . . . . . . . . .. .. . . . 1
  3. 3. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 2
  4. 4. Facilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
  5. 5. Quality Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 3
  6. 6. Tripple-Em Products and Varieties . . . . . . . . . . . . . . . . . . .. . 4
  7. 7. Product Development Process . . . . . . . . . . . . . . . . . . . . . . .. . 5
  8. 8. Product Life Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
  9. 9. Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
  10. 10. Relaunching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
  11. 11. Products and Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
  12. 12. Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
  13. 13. Page(s)
  14. 14. SWOT analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
  15. 15. Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 12
  16. 16. Integrated Marketing Communications . . . . . . . . . . . . . . . . . . .. . 12
  17. 17. Advertising Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
  18. 18. Product Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
  19. 19. Punch Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
  20. 20. Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
  21. 21. Media Selections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
  22. 22. Cost of Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
  23. 23. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19</li></ul>1885315-189230MISSION STATEMENT: <br />Our vision to provide the cooking requirements of the taste buds of the Pakistani nation and at the same time to support the qualifications, preconditions and specifications set internationally by the ISO 9001. We start with the crunchy product of potato chips of high quality under the brand name of “Super Crisp”. No doubt the name itself is self-explanatory.<br />Product definition: <br />We provide high quality potato chips.<br />Market definition:<br /> We market of fresh crunchy product.<br />REPUTATION OF ORGANIZATION: <br />In South Asia and Middle East, Tripple-Em ranked first and remained the only company producing premium quality snack food items. Tripple-Em is a recognized member & affiliated to ‘Potato Chips/Snack Food Association of America’ since past several years. The said Institute holds authority for maintaining quality standards in chips/snack food production of its member industries. The snacks made from handpicked, farm fresh raw material, sprinkled with world’s best flavors and spices, processed under strict international hygienic conditions are meant to satisfy the highest gourmet tastes. Oven freshness of the products is guaranteed by special metalized film used for packing purposes<br />The company offers a range of snack food items to include Potato Chips, Nimko Mix, Peanuts, corn and potato based extruded products. Nation wide availability of the products is made possible by a vast and effective distribution network.<br />Introduction<br />4316730480060Back in 1982 a business firm was created with the vision to cater to the culinary requirements of the taste buds of the Pakistani nation and at the same time to uphold the qualifications, preconditions and specifications set internationally by the ISO 9001. We commenced with the crunchy product of potato chips of high quality under the brand name of “Super Crisp”. No doubt the name itself is self-explanatory.<br />This manufactured item was introduces in 1986. Utilizing the latest technical know-how of U.S.A., a landmark was created in the food market which till then, had not seen a ‘Light Meal’ or a ‘tit bit’ that could be labeled fresh hygienic, energizing and munchy. Within a short span, it created a niche for itself, while at the same time the substandard products till then rampant in the food market had to suffer a major set back. Ever since the consumers (by patronizing) gave a green signal to the product, the company got the confidence to make headway by adding other products of the same high standard to the initial one. This family went on growing and peanuts, nimko mix (spicy Pakistan snack), Dal Moong (fried lentils) enhanced the product line. We become well aware of the necessity to keep the requirements of the Sweet young Pakistani Kids so we endeavored to manufacture some extruded products solely meant for the kids but never ever forgot to maintain quality control, good taste, freshness and flavor in keeping with the tender taste buds of the little ones. So, in 1992 Potato Stumps, Wheelo Pops, Catty Chins and some other products were put forward in the market. One important thing, which the top management visualized was the cost effectiveness for the products meant for kids (even those meant for the adults are cost effective too).<br />The products manufactured by Tripple-Em gained instant popularity, without promoting it in the usual way that is currently in vogue in the food market. This reality itself speaks volumes that a good product is itself a self assured, a self-proclaimed thing that is readily beheld by the seeing eyes & the eating mouths.<br />Facilities<br />Tripple-Em was formed with the sole object of smooth, convenient and proficient flow in the business of food. For this purpose great efforts have been made to ensure that any one who tastes our products should really feel ‘at home’. To attain this aim, food is processed under ideal conditions and packed in a healthy environment with good sanitation. Soon as the manufacturing procedure is accomplished high-tech automatic machines pack it in a metalised & laminated foil – never forgetting to preserve the original taste and maximum freshness. In order to pursue the ISO 9001 standards and the affiliation with SFA, the whole frame work of Tripple-Em is based on fool proof arrangements.<br />The company commands the world’s most advanced and sophisticated processing unit, custom built for Tripple-Em by the leading American manufacturer of fully automatic and computerized snack food plants. The packing system has been provided by a leading Japanese manufacturer renowned for its extremely modern & accurate computerized weighing and packing machines. The entire processing machinery is housed in a precision-built, centrally air conditioned premises to meet highest hygienic standards. Highly qualified & experienced food technologists are employed to run the plant. The company maintains a most modern research and test laboratory to ensure the highest international standards in quality of the products. Quality of raw materials, efforts and efficiency at Tripple-Em enables us to provide the best of tastiest snack food items to you.<br /> <br />Quality control<br />Quality control should be the priority of any business. This aspect is the master key to the door of entrepreneurship. Tripple-Em’s alliance of the supreme people, best environment, superb working conditions and the most desirable quality control department ensures quality of its variegated items. This starts from hand picking top quality ingredients, which are scrutinized strictly and scanned tact fully, taking advantage of the latest high tech. machines. All this toil’s outcome is that when the consumer taste food they can’t resist and have an ever increasing temptation to eat more and more because of its oven freshness.<br />Organization itself is the name of the whole range of products, which is not only interesting but captivating too. Just the product name stimulates the salivary glands of any one. Because when we say super, we really mean it in true letter and spirit.<br />sTRIPPLE-EM PRODUCTS<br />Some of the products of Tripple-Em are shown below:<br />Super Crisp varieties & unique selling points:<br />Deep red flesh color & crispy flesh texture Excellent sweet taste High yield Dark-green striped rind Excellent firmnessExtended planting seasonHigh bricksGood uniformity of fruit size & shape<br />PRODUCT DEVELOPMENT PROCESS<br />Like every other organization triple –em also worked on the following product development process and eventually by working on all the steps of the process anew product by the brand name super crisp was developed which was very much successful.<br />New-Product StrategyIdea GenerationIdea ScreeningBusiness AnalysisDevelopmentTest MarketingCommercializationNew Product<br />Product life cycle stage<br />DollarsTime ProfitCategory ProfitsProductCategory SalesIntroductoryStageGrowthStageMaturityStageDeclineStage0<br />The product life cycle model helps analyzing product and industry maturity stage.<br />A concept that provides a way to trace the stages of a product’s acceptance from its introduction (birth) to its decline (death). The course of a product’s sales and profits over its life time. The product life cycle has five distinct stages.<br />Product development begins when the company finds and develop a new product idea during product development the sales are zero and the company’s investment cost mount.<br />In the introduction stage the product is introduced to the market through a focused and intense marketing effort designed to establish a clear identity and promote maximum awareness. A new product is first distributed and made available for purchase. Many trial or impulse purchases occur at this stage.<br />High failure rates<br />Little competition<br />Frequent product modification<br />Limited distribution<br />High marketing and production costs<br />Negative profits<br />Promotion focuses on awareness and information<br />Intensive personal selling to channels<br />Growth stage is distinguished by increasing sales and the emergence of competitors. The growth is also characterized by sustaining marketing activities on the vendor’s side, with customers engaged in repeat purchase behavior patterns. The product sale starts climbing quickly. The early adopters will continue to buy, and late adopters will start following their lead, especially if they hear a favorable word of mouth. Attracted by the opportunities for profits the new competitors will enter the market. They will introduce new product features and the market will expand. The increase in competitors leads to an increase in the number of outlets, and sales jump just to build resellers inventories. Prices remain where they are or fall only slightly.<br />Increasing rate of sales<br />Entrance of competitors<br />Market consolidation<br />Initial healthy profits<br />Promotion emphasizes brand ads<br />Goal is wider distribution<br />Prices normally fall<br />Development costs are recovered<br />In maturity stage sales velocity is dramatically reduced and sales volume reaches a steady state. At this point mostly loyal customers purchase the product. The stage in which sales growth slows or level off. The maturity stage last longer than the previous stage, and it poses strong challenges to marketing management. <br />Declining sales growth<br />Saturated markets<br />Extending product line<br />Stylistic product changes<br />Heavy promotions to dealers and consumers<br />Marginal competitors drop out <br />Prices and profits fall<br />Niche marketers emerge<br />The lingering effect of competition, unfavorable economic conditions, new fashion trends etc often explains the decline in sales. Sales may plunge to zero, or they may drop to a low level where they continue for many years. Sales decline for many reasons, including technological advances, shift in consumer tastes, and increased competition. <br />Long-run drop in sales<br />Large inventories of unsold items<br />Elimination of all nonessential marketing expenses<br />Any business is constantly seeking ways to grow future cash flows by maximizing revenue from the sale of product and services cash flow allows a company to maintain viability, invest in new product development and improve its work force all in an effort to acquire additional market share and become a leader in its respective industry.<br />A consistent and sustainable cash flow (revenue) stream from product sales is key to any long term investment, and the best way to attain a stable revenue stream is a cash cow product, leading products that command a large market share in mature markets.<br />“SUPER” LIFE CYCLE<br />Variety NameFruitRind ColorMaturityPlanting SeasonWeight[gram]ShapeSuper Crisp 327-9Medium greenLateSP, AU, SUSuper Crisp6-8Medium greenMediumSP, AU, SUSuper Crisp 857-9Medium greenMediumSP, AU, SU<br />Weaknesses<br />The major weaknesses of triple-em company was the <br />The product positioning. <br />Less emphasizes on marketing and advertisement.<br />Entrance of competitors. <br />Huge market share captured by the strong competitor lays.<br />No significant improvement to upgrade the product, in the mind of the target customers.<br /> It fails to pursue customers mind.<br />It did not make strategies against its competitors<br />Relaunching product<br />In order to cope up with the current market situation it is therefore decided to relaunch the product with certain signified improvement to make better product in minds of the target consumers.<br />Different kinds of modifications can be done to improve the product quality like:<br /> - Style modifications<br /> - Quality modifications<br />Cater the product to a different market segment<br />Better availability of the product should be there <br />Repositioning should be done in such a manner that it appeals majority of customers.<br />Attractive offer inside a pack to target majority of customers children<br />With in the existing brand name a new product category can be introduced.<br />PRODUCTS & PRICING<br />The focus of this campaign is to re-launch the leading brand of the Tripple-Em Company, ‘Super Crisp’. Keeping this in mind, the following price structure has been formulated, specially introducing new “SUPER DOOPER PACK“ and different flavors in super crisp like Cheese, ketchup etc.<br />Size & flavorsNet WeightPriceSmall Pack10 GramsRs. 05/-Medium Pack30 GramsRs. 10/-Large Pack60 GramsRs. 20/-Super Dooper Pack200 GramsRs. 75/-Cheese10,30,60,200 GramsRs. 5/,10/,20/,75/Ketchup10,30,60,200 GramsRs.5/,10/,20/,75/<br />1363980372745<br />Major Competitors<br />The major prominent competitors of ‘Super Crisp’ are:<br /><ul><li>3002280161290Lays
  24. 24. Pringles
  25. 25. Slanty
  26. 26. Plain Bakery Chips</li></ul>21831302146304259580319405678180110490<br />SWOT ANALYSIS<br />We extract the SWOT analysis of the triple-em organization that where in fact it is standing in the world.<br />StrengthsWeaknessesLarge market share after LaysWorldwide distribution networkDiverse product rangeprice shifts in the market due to competitionNot conveying messages through the sources of communicationInefficient R&D departmentOpportunitiesThreatsLarge distribution almost in all areasDiversification into a range of Energy DrinksThreat from CopycatsLow quality (tasteless, Burnt chips,)Already establish competitor (LAYS)<br />TARGET MARKET<br />About the relaunching of ‘Super Crisp’ we will not only focus children and teenagers but also focus on the entire families and with introduction of different packages of the super crisp we would able to target all types of people, our ketchup, cheese flavors and Super Dooper Pack category will not only beat our strong competitors (Lays) etc. but also emphasize on the increasing sales of super products, Moreover we will fascinate our customers with “SUPER BUMPER” a scheme in which our customers win PLAY STATION, CELL PHONE and lots of OTHER BUMPER PRIZES, just save the coupon no. on the back of every super crisp and monthly wins lots of bumper prizes. This scheme is just to increase the sales of SUPER CRISP (sales promotion) strategy we are trying to implement. The company has a very well integrated distribution network, and this allows an outreach to the entire 152.53 million Pakistanis. The new ad campaign is very attractive and tried to increase curiosity of the consumer.<br />Thus in relaunch super crisp target Children, between the ages of 4 to 12, both boys and girls, living anywhere in Pakistan, who love to eat chips and Males and females, between the ages of 13 to 45, living anywhere in Pakistan.<br />SALES POLICY<br />SUPER CRISP will make its sales letter believable. It didn’t exaggerate customer’s claims. They include only realistic figures, offers, and bonuses. Because customers claim will not only confuse company’s prospect, but also would jeopardize its sales.<br />Integrated Marketing Communications<br />The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.<br />OR<br />.When organization deliver only one message to the audience through all communication resources is called IMC.<br />ADVERTISING PROMOTION<br />The new promotion is designed at re-accustom the consumers with the leading brand of Tripple-Em. i.e.’ Super Crisp’ has not been advertised, especially on TV, since from 1995. The objective therefore is to establish a brand recall by first creating a similar ad to the one that was shown in those days, and then establishing a more well-defined consumer base in terms of kids with a fresh one (TVC).<br />SUPER CRISP ad campaign will deliver simultaneously on some major communication resources like T.V and FM-99 etc.<br />PURPOSE<br />The primary objective of the ad campaign in terms of sales is to target our promotional efforts towards kids, and subsequently, families. This way organization can measure sales performance more easily by conducting surveys regarding to popularity and magnetism of the brand among people.<br />ADVERTISING STRATEGIES<br />They should be very careful about the tactics of good food advertising. (One by one mentioning below).<br />Ideal Kids (or families) - always seem perfect. The kids are really hip looking, with the hottest fashions and haircuts, and toys. Ideal families are all attractive and pleasant looking - and everyone seems to get along! Ideal kids and families represent the types of people that kids watching the ad would like themselves or their families to be.   <br />Family Fun - a product is shown as something that brings families together, or helps them have fun together; all it takes is for mum or dad to bring home the "right" food, and a ho-hum dinner turns into a family party.   <br />Excitement - who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your skateboard!  <br />Star Power - your favorite sports star or celebrity is telling you that their product is the best! Kids listen, not realizing that the star is being paid to promote the product.  <br />Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food: aren't you?  <br />Scale - is when advertisers make a product look bigger or smaller than it actually is.   <br />Put Downs - are when you put down your competition's product to make your own product seem better.  <br />Facts and Figures - are when you use facts and statistics to enhance your product's credibility.  <br />Repetition - advertisers hope that if you see a product, or hear it's name over and over again, you will be more likely to buy it.  Sometimes the same commercial will be repeated  over and over again.<br />Heart Strings - are ads that draw you into a story and make you feel good, like the McDonalds commercial where the dad and his son are shoveling their driveway and the son treats his poor old dad to lunch at McDonalds when they are done.   <br />Sounds Good - music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles that you just can't get out of your head are another type of music used to make you think of a product. Have you ever noticed that the volume of commercials is higher than the sound for the program that follows?  <br />Cartoon Characters- Tony the Tiger sells cereal and the Nestles Quick Bunny sells chocolate milk. Cartoon like these make kids identify with products.  <br />Weasel Words - by law, advertisers have to tell the truth, but sometimes, they use words that can mislead viewers. Look for words in commercials like: "Part of..." "The taste of real..." "Natural..." "New, better tasting....." "Because we care..." There are hundreds of these deceptive sayings - how many more can you think of?   <br />Omission - is where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be “part" of a healthy breakfast, it doesn't mention that the breakfast might still be healthy whether this product is there or not.  <br />Are You Cool Enough? - This is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people that looking not cool trying a product and then suddenly becoming hip looking and doing cool things.<br />PRODUCT POSITIONING<br />Product Differentiation<br />The aim of the ad promotion is to relaunch ‘Super Crisp’ as the “original” and the leader of chips brand. This idea is aimed at bringing back the super crisp of a now very extensive range of snack food variants. Also aimed to differentiate the product according to the different segmentation<br />Brand Image<br />The image of the brand has not been distorted a great deal, as it is possessing a unique packaging scheme. However, the stress on high quality has been kept prominent, but the introduction of more flavors and more quantity (30gm), (60gm) and (200gm) will more effective.<br />Product Life Cycle<br />The product was at its maturity before these promotions, but going towards declining as the company was satisfied with its sales and it also did not advertise. Therefore it relaunched from that stage with modification, which has a different packaging and a variant in size.<br />Product Classification<br />The core center of the campaign is on the main ‘Super Crisp’ brand, that is, the two ‘Super Crisp’ flavors; cheese, ketchup . These three variants will be relaunch from now.<br />PUNCH LINES<br />Punch lines are one of the best tactics in ad promotion these punch line remains in consumers mind and utilize as brand identification just like jingles of the brand. Our punch line which we introduced in our advertisement is<br />“You can’t hide the Crunch!!”<br />PACKAGING <br />4659630114300We are introducing three more flavors in super crisp, ketchup and cheese. We are also increasing the quantity of the chips as well as with the quality of chips like 30GM, 60GM. Moreover we fascinate our customers with “SUPER BUMPER” a scheme in which our customers win PLAY STATION, CELL PHONE and lots of OTHER BUMPER PRIZES, just save the coupon no. on the back of every super crisp and monthly wins lots of bumper prizes. The new packaging suggested by the ad promotion for the relaunch is not very different from the original one. It has been suggested that the primary color scheme be kept the same with minor differences to create both a new look, and to keep the recall element in mind. <br />MEDIA SELECTION<br />Medias which have been chosen for conveying message is television, radio, newspaper and billboards. These Medias are highlighted below.<br />Television Advertisement<br />The promotion assembles on one TV commercial, which being broadcast regularly on TV. This ad is very different and interesting as compare to the 90’s ad we basically target the little kids and try to create curiosity among the T.V seekers.<br />3211830295910-45720292100<br />Radio Advertisements<br />There are two radio ads for this promotion which shall be run simultaneously; one on FM-99 and FM-100, and the other is on FM-89. The first radio ad based on new flavors which we introduce and about increasing quality of the chips while the other is based on the “SUPER BUMPER” scheme which we introduce so that public be familiar with this scheme.<br />Newspaper Advertisement<br />we basically wants associations of customers so for building more perception regarding our brand we are introducing the most popular character of “ROTER” from the original brand Tripple-tm launch and the punch line which we introduce only to capture consumer brain regarding brand.<br />Billboards Advertisement<br />230505899160For billboard advertisement we prepare special ad which is only for billboard in which we try to convey the message to the people that SUPER CRISP will explore all the world along you and the new flavors mention on the title.<br />Delivery Service<br />8305808890<br />COST OF ADVERTISEMENT<br />Approximately cost of the electronic and print Medias promotion is cited as follows.<br />While the current GDP of super crisp is 37% while we spend 15% of GDP on the cost of Media’s communication.<br />MEDIA COSTMedia SourcesCostTVRs. 6,314,276Radio1,242,789Newspaper751,176Billboards192,114TotalRs. 85,003,55<br />CONCLUSION<br />Before relaunching, SUPER CRISP was going towards declining because it didn’t overcome its weaknesses. So every product when launch in the world it wouldn’t hope for declining but it decline cause it didn’t beat competitors and fail to build association in customer’s mind. To be success in the market there is the rule of beating your competitors, and satisfy customers by providing more values as they are expecting and for repositioning the existing products or services you have to overcome your weaknesses for starting new life of your product. <br />