relaunching a brand in the market , a prototype and suggestions for organization

2. Reputation of Organization . . . . . . . . . . . . . . . . . . . . . .. .. . . . 1

3. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 2

4. Facilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

5. Quality Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 3

6. Tripple-Em Products and Varieties . . . . . . . . . . . . . . . . . . .. . 4

7. Product Development Process . . . . . . . . . . . . . . . . . . . . . . .. . 5

8. Product Life Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

9. Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

10. Relaunching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

11. Products and Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

12. Competitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

13. Page(s)

14. SWOT analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

15. Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 12

16. Integrated Marketing Communications . . . . . . . . . . . . . . . . . . .. . 12

17. Advertising Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

18. Product Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

19. Punch Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

20. Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

21. Media Selections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

22. Cost of Advertisement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

24. Pringles

25. Slanty

26. Plain Bakery Chips21831302146304259580319405678180110490<br />SWOT ANALYSIS<br />We extract the SWOT analysis of the triple-em organization that where in fact it is standing in the world.<br />StrengthsWeaknessesLarge market share after LaysWorldwide distribution networkDiverse product rangeprice shifts in the market due to competitionNot conveying messages through the sources of communicationInefficient R&D departmentOpportunitiesThreatsLarge distribution almost in all areasDiversification into a range of Energy DrinksThreat from CopycatsLow quality (tasteless, Burnt chips,)Already establish competitor (LAYS)<br />TARGET MARKET<br />About the relaunching of ‘Super Crisp’ we will not only focus children and teenagers but also focus on the entire families and with introduction of different packages of the super crisp we would able to target all types of people, our ketchup, cheese flavors and Super Dooper Pack category will not only beat our strong competitors (Lays) etc. but also emphasize on the increasing sales of super products, Moreover we will fascinate our customers with “SUPER BUMPER” a scheme in which our customers win PLAY STATION, CELL PHONE and lots of OTHER BUMPER PRIZES, just save the coupon no. on the back of every super crisp and monthly wins lots of bumper prizes. This scheme is just to increase the sales of SUPER CRISP (sales promotion) strategy we are trying to implement. The company has a very well integrated distribution network, and this allows an outreach to the entire 152.53 million Pakistanis. The new ad campaign is very attractive and tried to increase curiosity of the consumer.<br />Thus in relaunch super crisp target Children, between the ages of 4 to 12, both boys and girls, living anywhere in Pakistan, who love to eat chips and Males and females, between the ages of 13 to 45, living anywhere in Pakistan.<br />SALES POLICY<br />SUPER CRISP will make its sales letter believable. It didn’t exaggerate customer’s claims. They include only realistic figures, offers, and bonuses. Because customers claim will not only confuse company’s prospect, but also would jeopardize its sales.<br />Integrated Marketing Communications<br />The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.<br />OR<br />.When organization deliver only one message to the audience through all communication resources is called IMC.<br />ADVERTISING PROMOTION<br />The new promotion is designed at re-accustom the consumers with the leading brand of Tripple-Em. i.e.’ Super Crisp’ has not been advertised, especially on TV, since from 1995. The objective therefore is to establish a brand recall by first creating a similar ad to the one that was shown in those days, and then establishing a more well-defined consumer base in terms of kids with a fresh one (TVC).<br />SUPER CRISP ad campaign will deliver simultaneously on some major communication resources like T.V and FM-99 etc.<br />PURPOSE<br />The primary objective of the ad campaign in terms of sales is to target our promotional efforts towards kids, and subsequently, families. This way organization can measure sales performance more easily by conducting surveys regarding to popularity and magnetism of the brand among people.<br />ADVERTISING STRATEGIES<br />They should be very careful about the tactics of good food advertising. (One by one mentioning below).<br />Ideal Kids (or families) - always seem perfect. The kids are really hip looking, with the hottest fashions and haircuts, and toys. Ideal families are all attractive and pleasant looking - and everyone seems to get along! Ideal kids and families represent the types of people that kids watching the ad would like themselves or their families to be. <br />Family Fun - a product is shown as something that brings families together, or helps them have fun together; all it takes is for mum or dad to bring home the quot;
rightquot;
food, and a ho-hum dinner turns into a family party. <br />Excitement - who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your skateboard! <br />Star Power - your favorite sports star or celebrity is telling you that their product is the best! Kids listen, not realizing that the star is being paid to promote the product. <br />Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food: aren't you? <br />Scale - is when advertisers make a product look bigger or smaller than it actually is. <br />Put Downs - are when you put down your competition's product to make your own product seem better. <br />Facts and Figures - are when you use facts and statistics to enhance your product's credibility. <br />Repetition - advertisers hope that if you see a product, or hear it's name over and over again, you will be more likely to buy it. Sometimes the same commercial will be repeated over and over again.<br />Heart Strings - are ads that draw you into a story and make you feel good, like the McDonalds commercial where the dad and his son are shoveling their driveway and the son treats his poor old dad to lunch at McDonalds when they are done. <br />Sounds Good - music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles that you just can't get out of your head are another type of music used to make you think of a product. Have you ever noticed that the volume of commercials is higher than the sound for the program that follows? <br />Cartoon Characters- Tony the Tiger sells cereal and the Nestles Quick Bunny sells chocolate milk. Cartoon like these make kids identify with products. <br />Weasel Words - by law, advertisers have to tell the truth, but sometimes, they use words that can mislead viewers. Look for words in commercials like: quot;
Part of...quot;
quot;
The taste of real...quot;
quot;
Natural...quot;
quot;
New, better tasting.....quot;
quot;
Because we care...quot;
There are hundreds of these deceptive sayings - how many more can you think of? <br />Omission - is where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be “partquot;
of a healthy breakfast, it doesn't mention that the breakfast might still be healthy whether this product is there or not. <br />Are You Cool Enough? - This is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people that looking not cool trying a product and then suddenly becoming hip looking and doing cool things.<br />PRODUCT POSITIONING<br />Product Differentiation<br />The aim of the ad promotion is to relaunch ‘Super Crisp’ as the “original” and the leader of chips brand. This idea is aimed at bringing back the super crisp of a now very extensive range of snack food variants. Also aimed to differentiate the product according to the different segmentation<br />Brand Image<br />The image of the brand has not been distorted a great deal, as it is possessing a unique packaging scheme. However, the stress on high quality has been kept prominent, but the introduction of more flavors and more quantity (30gm), (60gm) and (200gm) will more effective.<br />Product Life Cycle<br />The product was at its maturity before these promotions, but going towards declining as the company was satisfied with its sales and it also did not advertise. Therefore it relaunched from that stage with modification, which has a different packaging and a variant in size.<br />Product Classification<br />The core center of the campaign is on the main ‘Super Crisp’ brand, that is, the two ‘Super Crisp’ flavors; cheese, ketchup . These three variants will be relaunch from now.<br />PUNCH LINES<br />Punch lines are one of the best tactics in ad promotion these punch line remains in consumers mind and utilize as brand identification just like jingles of the brand. Our punch line which we introduced in our advertisement is<br />“You can’t hide the Crunch!!”<br />PACKAGING <br />4659630114300We are introducing three more flavors in super crisp, ketchup and cheese. We are also increasing the quantity of the chips as well as with the quality of chips like 30GM, 60GM. Moreover we fascinate our customers with “SUPER BUMPER” a scheme in which our customers win PLAY STATION, CELL PHONE and lots of OTHER BUMPER PRIZES, just save the coupon no. on the back of every super crisp and monthly wins lots of bumper prizes. The new packaging suggested by the ad promotion for the relaunch is not very different from the original one. It has been suggested that the primary color scheme be kept the same with minor differences to create both a new look, and to keep the recall element in mind. <br />MEDIA SELECTION<br />Medias which have been chosen for conveying message is television, radio, newspaper and billboards. These Medias are highlighted below.<br />Television Advertisement<br />The promotion assembles on one TV commercial, which being broadcast regularly on TV. This ad is very different and interesting as compare to the 90’s ad we basically target the little kids and try to create curiosity among the T.V seekers.<br />3211830295910-45720292100<br />Radio Advertisements<br />There are two radio ads for this promotion which shall be run simultaneously; one on FM-99 and FM-100, and the other is on FM-89. The first radio ad based on new flavors which we introduce and about increasing quality of the chips while the other is based on the “SUPER BUMPER” scheme which we introduce so that public be familiar with this scheme.<br />Newspaper Advertisement<br />we basically wants associations of customers so for building more perception regarding our brand we are introducing the most popular character of “ROTER” from the original brand Tripple-tm launch and the punch line which we introduce only to capture consumer brain regarding brand.<br />Billboards Advertisement<br />230505899160For billboard advertisement we prepare special ad which is only for billboard in which we try to convey the message to the people that SUPER CRISP will explore all the world along you and the new flavors mention on the title.<br />Delivery Service<br />8305808890<br />COST OF ADVERTISEMENT<br />Approximately cost of the electronic and print Medias promotion is cited as follows.<br />While the current GDP of super crisp is 37% while we spend 15% of GDP on the cost of Media’s communication.<br />MEDIA COSTMedia SourcesCostTVRs. 6,314,276Radio1,242,789Newspaper751,176Billboards192,114TotalRs. 85,003,55<br />CONCLUSION<br />Before relaunching, SUPER CRISP was going towards declining because it didn’t overcome its weaknesses. So every product when launch in the world it wouldn’t hope for declining but it decline cause it didn’t beat competitors and fail to build association in customer’s mind. To be success in the market there is the rule of beating your competitors, and satisfy customers by providing more values as they are expecting and for repositioning the existing products or services you have to overcome your weaknesses for starting new life of your product. <br />