ActivChipsActivChips

By: Jordan, Louis, Robert, Tyrell, Seth

Product DescriptionProduct Description ActivChips is a product of a novel

technology called NSSL (Nano-sized self-assembled structured liquids)

Technology is a development of minute compressed micelles, which are called nanodrops.

Minute micelles serve as a liquid carrier, which allows penetration of healthy components (such as vitamins, minerals and phytochemicals) that are insoluble in water or fats.

Product Description (contd.)Product Description (contd.)

The micelles are added to the food product, and pass through the digestive system effectively, without sinking or breaking up, to the absorption site.

The minute micelles carry the phytosterols to the large micelles that the body produces from the bile acid

The phytosterols enter the micelle, thereby inhibiting transportation of cholesterol from the digestive system into the bloodstream.

This advanced technology is unique to MNFC and is under a US Patent.

Points of DifferencePoints of Difference ActivChips have characteristics that make it

superior to competitive substitutes.

Frito-Lay has claimed a long standing commitment to health and wellness.

However, in addition to:

• Weight Management,

• Positive Nutrition, and

• Better Oils Strategy of Frito-Lay,

ActivChips uses nanotechnology and nanocomposites to create active, intelligent food which is therapeutic by design.

PositioningPositioning

ActivChips is a new intelligent and functional food.

It has no trans-fat, therapeutically lowers cholesterol.

It has been described by consumers as crispier, tastier and more attractive than other chips on the market.

ActivChips is to be positioned as a new snack with marketing, packaging and advertising concentrating on its functional properties.

PackagingPackagingEmphasize healthy image

PromotionPromotionFree Publicity

◦ New cholesterol-reducing technology◦ First-to-Market

Sunday Newspaper Inserts◦ Upon product launch◦ Induce consumers to try product

Sponsor Sporting Events◦ Focus on marathons◦ Free logoed promotional items◦ Use athlete as spokesperson

All Advertising will Focus on Creating Healthy Image

DistributionDistributionThrough Food Distributor

Buys our ActivChips Warehouses it Resells and Delivers on store-by-store

basis: Grocery retailers/Health food stores

Cub Foods Kroger GNC

Minnesota Foods will let our Distributor control physical distribution aspects of ActivChips.

PricePrice

Size Lay's ActivChips Difference

12 oz $ 3.89 Classic $ 4.86 $ 0.97

9 oz $ 3.99 Baked $ 4.65 $ 0.66

1 oz $ 16.49 50ct $ 20.61 $ 4.12

Market SegmentationMarket SegmentationVariables:

◦Demographics: Age: 30+ Both male and female

◦Geographic Segmentation: Average to higher income A Social grade of C2 or higher Average and higher end groceries

Market SegmentationMarket Segmentation◦Mediagraphic Segmentation:

Read the Paper, Radio, TV

◦Behavioral Segmentation: Aware and Informed consumers Heavy and medium users Consumers that want quality, status,

service, and value-for the money Medium to total loyalty status to product

37.13% or 101 million people in USA have high cholesterol

http://www.wrongdiagnosis.com/c/cholesterol/prevalence.htm

Segmentation Segmentation Target MarketTarget Market

• Healthy• 30+ age group • New product buyers• Active/sports• Target market run off• “feel good” snack

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