Chio Brand Case
Essay by ladyXS • January 2, 2016 • Case Study • 706 Words (3 Pages) • 911 Views
[pic 3][pic 4]
Stickletti/Slims[pic 5][pic 6]
Intersnack Group
• Capture market share
• Strengthen brands positions
• Drive frequency and consumption
• Category development
• Win in-store[pic 7]
Brand barriers Next step
Similar design of all competitors (in terms of colors)
New design
Lack of communication[pic 8][pic 9][pic 10][pic 11][pic 12][pic 13][pic 14][pic 15][pic 16][pic 17][pic 18][pic 19]
- TVC
- In-store[pic 20][pic 21][pic 22][pic 23][pic 24][pic 25][pic 26][pic 27][pic 28][pic 29][pic 30][pic 31][pic 32][pic 33]
- Internet
Traditional and well known tastes – not innovative in terms of taste
New flavours
Lack of consumer offers
Consumer promotions
3 | (*ML Assumptions)[pic 34]
ATL[pic 35]
1 2
Consumer promos
Win in-store 5
4[pic 36][pic 37][pic 38][pic 39][pic 40][pic 41][pic 42][pic 43][pic 44][pic 45][pic 46][pic 47]
3 Long term initiatives
NPD
4 | 4[pic 48]
Drive frequency
Drive consumption[pic 49]
Increase penetration[pic 50]
[pic 51]
Frequency | Consumption | Penetration | |
Stickletti users | Heavy users | On the go consumption | |
1."Big Bang: Promo- Backed Salty Products Big Bang consumer promo ( Feb and Oct) 2. NPD 3. Slims 40g 3+1 free | 1. Loading programs for MT 2. 2 products @special price 3. Consumer Loyalty program-loyalty cards 4. Enter at Cinemas with Bulk (Stickletti/Slims mini) | 1. Mini Packs 2. Fresh bakery zone (KA, Malls, etc) | Activation levers offers |
1.TV Big bang+ In-store 2.In-store+OOH 3. In-Store | 1. In-store support 2. In-store support 3. In-store +Facebook + Company Web site 4. Cinema`s web site + Cinemas | 1. In-store support 2. Facebook + Company Web site | Activation levers communication |
[pic 52][pic 53][pic 54]
Target group – young people who love eating Stixs during the
day and are willing to try new tastes[pic 55]
Individuals
Families/big groups[pic 56][pic 57][pic 58][pic 59][pic 60][pic 61][pic 62]
Moviegoers
[pic 63]
Chips Deserts Nuts Popcorn[pic 64][pic 65][pic 66][pic 67][pic 68][pic 69][pic 70][pic 71][pic 72][pic 73][pic 74][pic 75][pic 76][pic 77][pic 78][pic 79][pic 80][pic 81][pic 82][pic 83][pic 84]
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