fmk strategy final s16_havern-kavanagh-lyons-obrien-pizzuta

Agenda

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

Category & Project Scope

Insights

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Segmentations

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Storebrand

Target Customers

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Business Problem

Positioning

Brand Strategy

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Brand Strategy

Marketing Objective

Marketing Strategies

Create Innovative Versions of the Chocolate

Chip Cookie to Fit Dietary Needs

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

Marketing Calendar

Thank You!

Appendix

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.

Value Positioning Map

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.

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.

Marketing Budget Simulation

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

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/>.