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 differentiated  For health conscious  consumers Highly competitive  Shifts in consumer  preferences

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 OBJECTIVES

STP: SEGMENTATION, TARGETING, AND POSITIONING

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: SEGMENTATION AND TARGETING

Healthy STP: POSITIONING Expensive Affordable 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 Unhealthy

Will dominate the healthy snacks market  Guards Pretzel Crisps’ position as the premier  healthy snack line Will increase sales of current and future  products OUR NEW PRODUCT...

Pretzel Plates & Pretzel Platters

Contain pre-measured  quantities of ingredients for Pretzel Crisps recipes Three lines: Savory,  Indulgences, and Fresh! Designed to be balanced  nutritionally PRETZEL PLATTERS

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

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  IDEA SCREENING

Social Media Campaign  Television Advertisement  PR Audit  Amazon Prime Same Day  Delivery Promotional Displays  PROMOTION

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: OBJECTIVE AND STRATEGY

Costs:  Fixed Costs:  Rent  Executive salaries  Insurance  Variable Costs:  Materials  Office Supplies  Wages  PRICING: COST CONSIDERATION

High elasticity  Substitutes:  Ex. Hillshire Plates, and Lunchables  Luxury good (compared to similar products)  Monopolistic competition  PRICING: DEMAND CONSIDERATION (FOR OVERALL MARKET)

PRICING Psychological Pricing: Odd-Even Pricing  Even pricing to indicate higher quality  Pretzel Plates Pr Pret etzel zel Pl Platters tters $5.50 $20.00

 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 our products Own freight trucks  PLACE: LOGISTICS

Intensive Distribution

PLACE: INTENSIVE DISTRIBUTION Pretzel Crisps on every shelf! ▶ Supermarkets ▶ Retailers ▶ Wholesalers (Costco) Emphasize stores w/ target market ▶ Convenience ▶ Health food ▶ Cafeterias ▶ Vending machines ▶ Online!

Pretzel Plates & Pr Pretzel etzel Pla Platters tters Q & A