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CHALLENGE To increase the Miss Vickie’s brand awareness by developing a strategic 360⁰ marketing program to educate the Canadian consumer about both the Canadian

Marketing Solution for Miss Vickie’s

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My winning MARS Apprentice 2010 team created this marketing solution for Frito Lay-Miss Vickie's

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Page 1: Marketing Solution for Miss Vickie’s

CHALLENGETo increase the Miss Vickie’s brand

awareness by developing a strategic 360⁰ marketing program to educate the Canadian consumer about both the Canadian heritage and premium

quality of Miss Vickie’s chips

Page 2: Marketing Solution for Miss Vickie’s

OBJECTIVE• Increase household penetration from

22% to 44%

• Increase annual gross sales from $422.9 million to $845.7 over 4 years

• Refresh and differentiate Miss Vickie’s brand in the minds of the consumers

Page 3: Marketing Solution for Miss Vickie’s

MISS VICKIE’S• Leading Kettle Chip brand in Canada

• ‘Premium’ chip

• Founded in 1985 by Vickie Kerr

• Acquired by Frito Lay in 1993

Page 4: Marketing Solution for Miss Vickie’s

POTATO CHIP INDUSTRY TRENDS

90%

10%

TraditionalKettle

Total Potato Chip Industry Sales = $6339.7M

Industry Sales Are Flat!

Page 5: Marketing Solution for Miss Vickie’s

KETTLE CHIP SEGMENT TRENDS

60%15%

11%11%

3%Miss Vickie's

Kettle Brand

Old Dutch

Private Label

Other

Total Kettle Chip Sales = $621.7M

Kettle Chip Segment Sales Increasing at 15%!

Page 6: Marketing Solution for Miss Vickie’s

COMPETITORS• Current Competitors:– Kettle Brand– Old Dutch– Private Label

• Low Product Differentiation– Nutritional information– Ingredients

Page 7: Marketing Solution for Miss Vickie’s

• Primary Target: Baby Boomers

Why?

• Primary Purchaser – Women

• Cannot keep original 59% Boomer customer ratio (87%)

TARGET MARKET

+ Mothers

Page 8: Marketing Solution for Miss Vickie’s

BABY BOOMERS• 40 - 59 years of age• 30% of Canadian population• Household Income >$75 000• Living more active, healthy lifestyle• Targeting Boomer Women

• “Gatekeepers”

Page 9: Marketing Solution for Miss Vickie’s

TARGET EXPANSION• 35 - 45 years of age• 10% of Canadian population• Household Income >$75 000• Want healthier alternatives for

themselves and their children

Page 10: Marketing Solution for Miss Vickie’s

RESEARCHOLOGY

Survey- 317 Respondents

- 57% Female- 43% Male

- 70% Age 40 - 59

Focus Group- 4 general- 5 Specific

- 6 Nutritionists

In-Store Observation

- Intercept with consumers

- Consumer behaviour

Page 11: Marketing Solution for Miss Vickie’s

RESEARCHOLOGY

Personal Interviews

- 21 Female- 16 Male

- Telephone/ In-person

FOUNDER OF MISS VICKIE’S

VICKIE KERR

Page 12: Marketing Solution for Miss Vickie’s

No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

22%

78%

Awareness of Miss Vickie’s Potato Chips

KEY FINDINGS

Page 13: Marketing Solution for Miss Vickie’s

Aware of Miss Vickie's Story? Is Miss Vickie's Canadian?0%10%20%30%40%50%60%70%80%90%

100%

4.5%12.0%

95.5%88.0%

Yes No

KEY FINDINGS

Page 14: Marketing Solution for Miss Vickie’s

KEY FINDINGS

0

1

2

3

4

5

6

5.45

3.95 3.943.29 2.98

2.45

Important Aspects in a Chip Purchase

Page 15: Marketing Solution for Miss Vickie’s

KEY FINDINGS• 81% of primary household shoppers are

women• 90% of Canadian consumers want Canadian

products to be easily identifiable• 49% of Canadian consumers are willing to

pay a premium for Canadian products• Consumers found Miss Vickie’s chips hard to

find on shelves

Page 16: Marketing Solution for Miss Vickie’s

HOW DO WE BRIDGE THE GAP?

WHAT IS PREVENTING CONSUMERS FROM

PURCHASING MISS VICKIE’S?

Page 17: Marketing Solution for Miss Vickie’s

PROBLEM DEFINITION

PERCEPTION• Little differentiation from competitors• Perceived as unhealthy

IN-STORE ACCESSIBILITY

Page 18: Marketing Solution for Miss Vickie’s

Perception:• Unhealthy• Same as competitors

PERCEPTION GAP ANALYSIS

Consumers want:• Healthy Alternative• Taste• Brand

The GAP will be closed once the consumers understand that Miss Vickie’s is offering what

they seek.

Page 19: Marketing Solution for Miss Vickie’s

HOW DO WE BRIDGE THE GAP?

WHAT CAN MISS VICKIE’S OFFER HER CUSTOMERS?

Page 20: Marketing Solution for Miss Vickie’s

HOW DO WE BRIDGE THE GAP?

Home Grown Goodness in a Savoury

Crunch

Page 21: Marketing Solution for Miss Vickie’s

BRAND REFRESH

BRAND REFRESH

PACKAGINGMERCHANDISINGADVERTISING

& PROMOTION

PACKAGING

Page 22: Marketing Solution for Miss Vickie’s

PACKAGINGConsumers look for key words that indicate a

healthier alternative.

Slogan that evokes thoughts and emotions of tasty, well-cared for and healthy.

Kettle chips are healthier than flat

chips.

75.2% look for Canadian products.

88.2% - advantage to purchasing

Canadian.

Page 23: Marketing Solution for Miss Vickie’s

PACKAGINGConsumers look for key words that indicate a

healthier alternative.

Slogan that evokes thoughts and emotions of tasty, well-cared for and healthy.

Kettle chips are healthier than flat

chips.

75.2% look for Canadian products.

88.2% - advantage to purchasing

Canadian.

Page 24: Marketing Solution for Miss Vickie’s

BRAND REFRESH

PRODUCT

REFRESH

PACKAGINGMERCHANDISINGADVERTISING

& PROMOTION

Page 25: Marketing Solution for Miss Vickie’s

Frito Lay

Retailers

Consumers

Page 26: Marketing Solution for Miss Vickie’s

MERCHANDISING

• Within the Chips Aisle

• Natural Foods Section

• Displays around the Store

Page 27: Marketing Solution for Miss Vickie’s

WITHIN THE CHIP AISLE

MERCHANDISING

Page 28: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 29: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 30: Marketing Solution for Miss Vickie’s

MERCHANDISING• Currently located beside Doritos,

Cheetos

• Overshadowed by flashy packages

• Perceived as unhealthy

What are we going to do about this?

Page 31: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 32: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 33: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 34: Marketing Solution for Miss Vickie’s

MERCHANDISING

Page 35: Marketing Solution for Miss Vickie’s

NATURAL FOOD SECTION

MERCHANDISING

Page 36: Marketing Solution for Miss Vickie’s

MERCHANDISING• Move Unsalted, Original Recipe, and Sea Salt

& Malt Vinegar

• Why?– Health conscious Boomers and Mothers

are not going down the salty snack aisle as often

Page 37: Marketing Solution for Miss Vickie’s

DISPLAYS AROUND THE STORE

MERCHANDISING

Page 38: Marketing Solution for Miss Vickie’s

MERCHANDISING• TMD’s located in different areas– Bakery and Deli

• Why?– Place displays in areas that consumers consistently go – Located near healthy and complementary products– Impulse buy

Page 39: Marketing Solution for Miss Vickie’s

BRAND REFRESH

PRODUCT

REFRESH

PACKAGINGMERCHANDISINGADVERTISING &

PROMOTION

Page 40: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• Public Relations

• Sampling

• Brand Advertising

Page 41: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

PUBLIC RELATIONSWhat’s the Buzz on Miss Vickie’s?

Page 42: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• Local Newspapers and Magazines– Editorial with Miss Vickie’s story

• Which Newspapers and Magazines?– High readership of women aged 40 to 59– Toronto Star, Zoomer, Chatelaine

• Why? – Building brand awareness through a third party, local and

trusted source

Page 43: Marketing Solution for Miss Vickie’s

Home GrownGoodness

Page 44: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

Canada Day Promotions:• Discover Canada Contest– Miss Vickie’s bags will have a Canada Day theme– 5 Winners– Prize is a coast to coast family trip across Canada

• Why? – Emphasize Canadian roots of Miss Vickie’s

Page 45: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• Local Event Sponsorships– Product samples– Strawberry Festival, Elmira Syrup Festival,

Unionville Village Festival

• Why? – Emphasize Canadian grassroots of Miss Vickie’s

Page 46: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

SAMPLINGSavour the Crunch

Page 47: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• In-store Sampling– Give out samples of Miss Vickie’s as people enter

the grocery store– 50¢ off coupon for Miss Vickie’s chips

• Why? – Chips are impulse buy – High conversion rate for Miss Vickie’s

Page 48: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

ADVERTISINGCreating Product Awareness

Page 49: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• BRAND POWER – Helping You Buy Better– 73% of consumers are more likely to buy products

shown

• Provides:– Credibility– Believability– Relevance– Importance

Page 50: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• Shopping Cart Advertising– Audience: 5 000 000– Reaches 23% of Canadian Adults– Sales Lift Range: 6.4% - 18.4%

Page 51: Marketing Solution for Miss Vickie’s
Page 52: Marketing Solution for Miss Vickie’s

ADVERTISING & PROMOTION

• In-store Floor Ads– Audience: 4 100 000– Reaches 18% of Canadian Adults– Sales Lift Range: 20% - 48%

Page 53: Marketing Solution for Miss Vickie’s
Page 54: Marketing Solution for Miss Vickie’s

IMPLEMENTATIONMar Apr May June July Aug Sept Oct Nov Dec Jan Feb

TV

Cart Ads

Floor Ads

Print Media

In-Store Sampling

Discover Canada

Event Sponsorships

In-Store Displays

Page 55: Marketing Solution for Miss Vickie’s

BUDGETBUDGET

PACKAGING

Packaging Alterations $ 30 000

Canada Day Alterations $ 30 000 $ 60 000

MERCHANDISING

Production of Stands $ 50 000 $ 50 000

ADVERTISING & PROMOTIONS

Television $581 500

Print Media $142 059

In-Store Ads $225000

Print Ads Production $ 30 000

In-Store Sampling $250 000

“Discover Canada” $ 60 000

Event Sponsorships $100 000 $1 388 559

TOTAL $1 498 559

Page 56: Marketing Solution for Miss Vickie’s

2009 2010 2011 2012 2013 20140

200000

400000

600000

800000

1000000

1200000

CURRENT STRATEGY

NEW STRATEGY

COST/BENEFIT ANALYSISATTAIN 44% MARKET

PENETRATION IN 4 YEARS AND

DOUBLE SALES.

Page 57: Marketing Solution for Miss Vickie’s

CONCLUSION

PRODUCT

REFRESH

PACKAGINGMERCHANDISINGADVERTISING

& PROMOTION

Page 58: Marketing Solution for Miss Vickie’s

HOW DO WE BRIDGE THE GAP?

Home Grown Goodness in a Savoury

Crunch

Page 59: Marketing Solution for Miss Vickie’s

APPENDIX - TARGET MARKET• Total Canadian Households = 12 473 500• Miss Vickie’s Penetration (44%) = 5 488 340• Boomer Customers (40%)–2 195 336 Boomer HH’s = 58.7% of Canadian

Boomer HH’s• Mother Customers (25%)–1 372 085 Canadian Mothers HH’s