MICHAEL SUNDERLAND SITUATION ANALYSIS Competitive advantages - - PowerPoint PPT Presentation
PRETZEL CRISPS: MARKETING RECOMMENDATIONS BY DAVE FOSTER, BRENDAN AMESBURY, MATTHEW BRODNIK, DERRICK NGUYEN, AND MICHAEL SUNDERLAND SITUATION ANALYSIS Competitive advantages Distribution channels and brand strength Premium and
PRETZEL CRISPS: MARKETING RECOMMENDATIONS BY DAVE FOSTER, BRENDAN AMESBURY, MATTHEW BRODNIK, DERRICK NGUYEN, AND MICHAEL SUNDERLAND
SITUATION ANALYSIS
Competitive advantages
Distribution channels and brand strength
Premium and differentiated
For health conscious consumers
Highly competitive
Shifts in consumer preferences
OBJECTIVES
Increase Snack Factory sales for Pretzel Crisps
Continue promotion campaigns for healthier snack options
Frame Pretzel Crisps as the best option for health-conscious snackers
STP: SEGMENTATION, TARGETING, AND POSITIONING
STP: SEGMENTATION AND TARGETING
4-Tier Segmentation
⇒ How soon will they kick the bucket? ⇒ Hungry kids or no kids? ⇒ What are they using the product for? (Besides eating it.) ⇒ Do they care about whether they eat junk or not?
Target Market
⇒ Young families (moms) buying healthy snacks for their kids’
lunches!
STP: POSITIONING
1) Millennials constantly snack on-the-go 2) Healthy Millennial moms look for healthy choices for their kids 3) Kids are forced to go to school
Affordable Expensive Unhealthy Healthy
OUR NEW PRODUCT...
Will dominate the healthy snacks market
Guards Pretzel Crisps’ position as the premier healthy snack line
Will increase sales of current and future products
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PRETZEL PLATTERS
Contain pre-measured quantities of ingredients for Pretzel Crisps recipes
Three lines: Savory, Indulgences, and Fresh!
Designed to be balanced nutritionally
PACKAGING
Modular design for easy family sharing.
Individual Resealable Lids
Labels recommend Pretzel Crisp varieties
PACKAGING: CO-BRANDING
Multiple possible co-branding partners all owned by Campbell’s
IDEA SCREENING
Real
Rice Krispies Treats, Chex Mix, Hormel Platters, Oscar Mayer P3
Winnable
Health conscious, modular, diverse adaptability
Worth It
Other Snack Factory Products
Realistic resource demand
PROMOTION
Social Media Campaign
Television Advertisement
PR Audit
Amazon Prime Same Day Delivery
Promotional Displays
PRICING: OBJECTIVE AND STRATEGY
Objective: Highlight additional value to already-premium brand
Snacks as nutritious as full meals
Increase company’s market share
Attract more investors
Expand and satisfy target market
Strategy: Competition- Based Pricing
More for the same
Display our products’ superior value over competitors
PRICING: COST CONSIDERATION
Costs:
Fixed Costs:
Rent
Executive salaries
Insurance
Variable Costs:
Materials
Office Supplies
Wages
PRICING: DEMAND CONSIDERATION (FOR OVERALL MARKET)
High elasticity
Substitutes:
Luxury good (compared to similar products)
Monopolistic competition
PRICING
Psychological Pricing: Odd-Even Pricing
Even pricing to indicate higher quality
Pretzel Plates $5.50 Pr Pret etzel zel Pl Platters tters $20.00
PLACE: LOGISTICS
Production
Own our manufacturing Centers
Always have leasable space for new products
PLACE: LOGISTICS
Distribution
Integrated logistics management
“Coordination” of supply chain
Multi-channel distribution system
Existing retail contracts
Retailers transport
Own freight trucks
PLACE: INTENSIVE DISTRIBUTION
Pretzel Crisps
▶Supermarkets ▶Retailers ▶Wholesalers (Costco) Emphasize stores w/ target market ▶Convenience ▶Health food ▶Cafeterias ▶Vending machines ▶Online!
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