Essay About Pic And Big Bang

Brand Case
Essay Preview: Brand Case
Report this essay
[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 stepSimilar design of all competitors (in terms of colors)New designLack 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]-    InternetTraditional and well known tastes – not innovative in terms of tasteNew flavoursLack of consumer offersConsumer promotions3  |  (*ML Assumptions)[pic 34]ATL[pic 35]1                                              2Consumer promosWin in-store          54[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 initiativesNPD4  |        4[pic 48]Drive frequencyDrive consumption[pic 49]Increase penetration[pic 50][pic 51]FrequencyConsumptionPenetrationStickletti usersHeavy usersOn the go consumption1.”Big Bang: Promo- Backed Salty Products Big Bang consumer promo ( Feb and Oct)2. NPD3. Slims 40g 3+1 free1. Loading programs for MT2. 2 products @special price3. Consumer Loyalty program-loyalty cards4. Enter at Cinemas with Bulk(Stickletti/Slims mini)1. Mini Packs2. Fresh bakery zone(KA, Malls, etc)Activation levers offers1.TV Big bang+ In-store2.In-store+OOH3. In-Store1. In-store support2. In-store support3. In-store +Facebook + Company Web site4. Cinema`s web site + Cinemas1. In-store support2. Facebook + CompanyWeb siteActivation levers communication[pic 52][pic 53][pic 54]Target group – young people who love eating Stixs during theday and are willing to try new tastes[pic 55]IndividualsFamilies/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]