FMK Strategy Final S16_Havern-Kavanagh-Lyons-Obrien-Pizzuta
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Transcript of FMK Strategy Final S16_Havern-Kavanagh-Lyons-Obrien-Pizzuta
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Agenda
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Issues Root Causes Problem Objective Strategies Tactics
Chips Ahoy! not fitting dietary needs.
Nutrition Fact Shelf-Talkers calling out
dietary facts
Not meeting specific consumers in the target market due to dietary
restrictions.
Create innovative versions of the
chocolate chip cookie to fit dietary needs
Standard cookies sales are stagnant due to lack of innovation and shift of
other brands to other segments.
Improve use of displays to bring awareness to
new versions
Consumers largely regard cookies as an
indulgence.Sales are down due to
failure of new innovative products not satisfying the consumer’s appetite and
dietary needs.
Increase sales through enhancing the Chips Ahoy! brand image and meeting consumer preferences to make a satisfied, happy
customer.
In-Store Sampling
Perception of basic, simple chocolate chip
cookie is perceived with low nutrition value.
Increase in-store brand and new product
awareness.
Cookies are not a healthy snacking
alternative. Couponing
Healthy cookies resonate with parents. Point of Sale Callouts
Consumers unfamiliar with the unique flavors
being created, therefore unwilling to buy.
Alter customer perception to create a positive perception of
the chocolate chip cookie.
New flavors not being received well.
Online/ In-store Trivia Contests
Unsure of the tastes of new bizarre flavors.
Social Media/ Website Campaigning
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Category & Project Scope
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Insights
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Segmentations
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Storebrand
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Target Customers
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Business Problem
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Positioning
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Brand Strategy
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Brand Strategy
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Marketing Objective
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Marketing Strategies
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Create Innovative Versions of the Chocolate
Chip Cookie to Fit Dietary Needs
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Create Innovative Versions of the Chocolate
Chip Cookie to Fit Dietary Needs
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Increase In-store Brand and New Product Awareness
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Alter customer perception to create a positive perception of the chocolate chip
cookie
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Marketing Calendar
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Thank You!
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Appendix
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Key Learning & Implications ● Consumers/Customers
i. 3 categories of snackers: Super (4+/day), Average (2-3/day), Infrequent (0-1/day). Super snackers are drawn to both health and indulgence, average snackers are drawn to healthier options, infrequent snackers also value healthier options and look to c-stores as a main source.ii. Households with children under 17iii. Nearly ⅔ of consumers (63%) consume snack bars (defined as cereal and snack bars, such as Nutri-Grain, and granola bars, such as Nature Valley)
● Categoriesi. Cookies: standard brands, premium cookies, health focused, private label
● Competitorsi. Oreoii. Keebleriii. Girl Scoutiv. Other
● Channelsi. Supermarketsii. Warehouse clubs iii. Discount storesiv. C-store
● Companyi. Mondelēz International remains the dominant player in the cookie category and continues to hold more than 1/3 of the market share; 39.9%ii. In February 2014, Chips Ahoy was said to release 4 new flavors such as Root Beer Float, Mint Chocolate Chip, Dulce De Leche, and Mocha Chunk and they are now no longer available.iii. Mondelez is hoping Chips Ahoy can be a leader in the industrial switch to cage-free eggs. It is the goal of the company to have all of their products made from cage-free eggs by 2020.
● Contexti. Profitability depends on efficient operations, effective marketing and strong sales force.
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Value Positioning Map
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Tactical MatrixStrategies Create Innovative
Versions of the Chocolate
Chip Cookie to Fit Dietary Needs
Increase In-store Brand and New
Product Awareness
Alter customer perception to create a positive perception of
the chocolate chip cookie
Product Variations of the original chocolate chip cookie including gluten free, low sugar, and dark chocolate.
Increase health claims on product highlighting the new attributes to fit dietary needs.
Strong focus placed on highlighted attributes showing the nutritional value of the cookie, proving it to be healthier than other alternative snacking options.
Distribution Institute new variations in grocery and convenience stores aiming to be stocked in the health food aisles to reach new markets with dietary restrictions.
Set up free tasting tables to encourage in-store sampling to try before buying.
Offer insight to the product attributes to encourage participation of trivia for free boxes of new variations through online and social media campaigns.
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Pricing Offer an affordably priced specialty cookie compared to the other specialty cookie competitors.
Attach couponing for discounts to the in-store sampling to encourage consumer testing of new product variations.
Encourage consumer participation on social media sites and online to win a coupon for a free box of the new variations.
Merchandising Set up temporary displays and shelf talkers in stores to promote new product lines.
Use of in-store demoing to promote new products and attributes.
Integrate point of sale in-store calling out the new products and pointing their healthy attributes.
Advertising Share facts and figures regarding the new attributes to merchandise online the new variations.
Advertise in-store samplings through store website and social media pages to generate buzz in local area.
Establish social media campaigns to promote new products and engage customers.
Promotion Promote new flavors with specific emphasis on holiday tie ins- including Dark Chocolate “DARK” side with Halloween, Low Sugar at the New Year and Gluten Free in the summer to counteract the other timeframes.
Work with the stores to promote on a larger scale to create an event around the launch of these new flavors, attaching them to the Halloween, New Year, and Summer timeframes.
Cross-merchandise and partner with online “do it yourself” recipe videos, incorporating the new cookie variations with ice cream brands, etc. to make homemade ice cream sandwiches for the summer, or cookie cakes for a party.
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Marketing Budget Simulation
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Tactical Briefing & Project Work Schedule
Step 1 Step 2 Step 3 Step 4
Strategy 1- Tactic : Differentiate Packaging
Create a new label design for each new product X
Manufacture products with new labels X
Make sure new product packaging gets delivered to all retail locations X
Merchandise products in-store X
Strategy 2 - Tactic: In-store sampling
Decide what products to sample X
Decide what stores will be sampling X
Hire people to do the sampling demo’s in the select locations X
Set up cart/stand with signage to engage the customers X
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Bibliography● "7 Proven Health Benefits of Dark Chocolate (No. 5 Is Best)." RSS 20. N.p., 05 June 2013. Web. 25 Apr. 2016.
● "Health A Strong Impact on Snacking Behavior." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735234/>.
● "Mondelez Sales Improve, as Kellogg's Slip." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/749370/?highlight>.
● "Mondelez to Use Only Cage-free Eggs by 2020." Chicagotribune.com. N.p., n.d. Web. 25 Apr. 2016.
● "Snacking Motivations and Attitudes." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735236/>.
● "Supermarkets Most Often Shopped, Room for Growth in Convenience Stores." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735230/>.