marketing solution for miss vickie’s
DESCRIPTION
My winning MARS Apprentice 2010 team created this marketing solution for Frito Lay-Miss Vickie'sTRANSCRIPT
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
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
MISS VICKIE’S• Leading Kettle Chip brand in Canada
• ‘Premium’ chip
• Founded in 1985 by Vickie Kerr
• Acquired by Frito Lay in 1993
POTATO CHIP INDUSTRY TRENDS
90%
10%
TraditionalKettle
Total Potato Chip Industry Sales = $6339.7M
Industry Sales Are Flat!
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%!
COMPETITORS• Current Competitors:– Kettle Brand– Old Dutch– Private Label
• Low Product Differentiation– Nutritional information– Ingredients
• Primary Target: Baby Boomers
Why?
• Primary Purchaser – Women
• Cannot keep original 59% Boomer customer ratio (87%)
TARGET MARKET
+ Mothers
BABY BOOMERS• 40 - 59 years of age• 30% of Canadian population• Household Income >$75 000• Living more active, healthy lifestyle• Targeting Boomer Women
• “Gatekeepers”
TARGET EXPANSION• 35 - 45 years of age• 10% of Canadian population• Household Income >$75 000• Want healthier alternatives for
themselves and their children
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
RESEARCHOLOGY
Personal Interviews
- 21 Female- 16 Male
- Telephone/ In-person
FOUNDER OF MISS VICKIE’S
VICKIE KERR
No
Yes
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
22%
78%
Awareness of Miss Vickie’s Potato Chips
KEY FINDINGS
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
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
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
HOW DO WE BRIDGE THE GAP?
WHAT IS PREVENTING CONSUMERS FROM
PURCHASING MISS VICKIE’S?
PROBLEM DEFINITION
PERCEPTION• Little differentiation from competitors• Perceived as unhealthy
IN-STORE ACCESSIBILITY
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.
HOW DO WE BRIDGE THE GAP?
WHAT CAN MISS VICKIE’S OFFER HER CUSTOMERS?
BRAND REFRESH
BRAND REFRESH
PACKAGINGMERCHANDISINGADVERTISING
& PROMOTION
PACKAGING
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.
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.
BRAND REFRESH
PRODUCT
REFRESH
PACKAGINGMERCHANDISINGADVERTISING
& PROMOTION
Frito Lay
Retailers
Consumers
MERCHANDISING
• Within the Chips Aisle
• Natural Foods Section
• Displays around the Store
MERCHANDISING• Currently located beside Doritos,
Cheetos
• Overshadowed by flashy packages
• Perceived as unhealthy
What are we going to do about this?
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
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
BRAND REFRESH
PRODUCT
REFRESH
PACKAGINGMERCHANDISINGADVERTISING &
PROMOTION
ADVERTISING & PROMOTION
• Public Relations
• Sampling
• Brand Advertising
ADVERTISING & PROMOTION
PUBLIC RELATIONSWhat’s the Buzz on 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
Home GrownGoodness
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
ADVERTISING & PROMOTION
• Local Event Sponsorships– Product samples– Strawberry Festival, Elmira Syrup Festival,
Unionville Village Festival
• Why? – Emphasize Canadian grassroots of 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
ADVERTISING & PROMOTION
• BRAND POWER – Helping You Buy Better– 73% of consumers are more likely to buy products
shown
• Provides:– Credibility– Believability– Relevance– Importance
ADVERTISING & PROMOTION
• Shopping Cart Advertising– Audience: 5 000 000– Reaches 23% of Canadian Adults– Sales Lift Range: 6.4% - 18.4%
ADVERTISING & PROMOTION
• In-store Floor Ads– Audience: 4 100 000– Reaches 18% of Canadian Adults– Sales Lift Range: 20% - 48%
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
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
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.
CONCLUSION
PRODUCT
REFRESH
PACKAGINGMERCHANDISINGADVERTISING
& PROMOTION
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