PRINCIPLES OF MARKETINGASSIGNMENT ON PRODUCT REVIVAL

‘SUPER-CRISP’

ASSIGNMENT SUBMITTED BY:

DOW UNIVERSITY OFHEALTH SCIENCES

►Established in 1982, Tripple Em (Pvt.) Ltd. is the pioneer company in manufacturing premium quality crisps and snacks in Pakistan. ►In 1986 “Super Crisp” was a mega success from day one of its launch, establishing new sales records and consumer acceptance. ► It is one of the highest grade quality crisps being produced in South Asia and Middle East, opening new and alternative source of foreign exchange earnings for our country. ►We have a high end product category, produced from state-of-the-art modern technology that aspires to capture hearts of the people.

COMPANY PROFILE

PRODUCT AND IT’S FEATURESPOTATO CHIPS

MAZE

The simple combination of freshly grinded corn from the field, steam boiled in Sunseed oil naturally lower in saturated fats, and the best flavours.

The excellence combination of sliced potatoes from the field, fried in light vegetable oil naturally lower in saturated fats, and the best flavors.

MAJOR COMPETITORS

Weak Product

Positioning. Less emphasizes

on marketing and

advertisement.

Huge market share

captured by the strong competitor

lays.No significant

improvement to upgrade

the product, for the target

customers.

Competitors have

diversity in

packaging

Low R and D

Not innovative

and enough investment

REASONS FOR THE FAILURE IN THE MARKET

Strengths Weaknesses Large market share after Lays

Worldwide distribution network

Diverse product range

Quality and Brand improvement

Not conveying messages through the sources of communication

Inefficient R&D department

Opportunities Threats Raw materials processing by

Japanese combination of Technologies.

Packaging in a specially laminated high barrier film suitable for tropical climates

Threat from Copycats.

Low quality (tasteless, Burnt chips,)

Already establish competitor (LAYS).

SWOT ANALYSIS

►The focus was to campaign and re-launch the leading brand of the Tripple-Em Company, ‘Super Crisp’. ►Keeping this in mind, different flavors were introduced in super crisp chips.

RE-LAUNCHMARKETING MIX

BBQ Crinckle

s

Cheese

Plain Salt

Ketchup

BBQ Plain

PRODUCT

PRICESize& flavors Net Weight Price

Small Pack 10 Grams Rs. 05/-

Medium Pack 30 Grams Rs. 10/-

Large Pack 60 Grams Rs. 20/-

Super-Dooper Pack 200 Grams Rs. 75/-

Cheese 10,30,60,200 Grams Rs. 5/,10/,20/,75/

Ketchup and etc 10,30,60,200 Grams Rs.5/,10/,20/,75/

The following price structure has been formulated, specially introducing new

“SUPER DOOPER PACK“

PROMOTION-Brand promotion activities at School/College events

- Social media prizes- Participation in various localized and

national sports and cultural events

PLACEMENT▬In South Asia and Middle East, Tripple-Em

is ranked first and remained the only company producing premium quality snack

food items for a very long time.

▬Tripple-em is a recognized member of ‘Potato Chips/Snack Food Association of

America’ since past several years▬Super Crisp is a household name

amongst Pakistanis living abroad and Tripple-Em pvt Ltd is making all efforts

to meet its product demand from middle east and UK.

►For tripple Em branding is the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.

►Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

►Style and design matter a lot to us on the outcome and response of the products of “Super Crisp”. as the product (inside the pack and out side wrapper) has much attractive and catchy colors style and design which attracts the consumers a lot.

VALUE-BRANDING

PROMOTIONAL CAMPAIGNS►Variations of in-store displays which are located near cash registers to encourage impulse buying;

►Floor Stickers, or advertisements for products on the start of a store;

►Feature Displays, which can be located at the end of an stores to draw attention to a product;

►Special Racks, or manipulation of a store shelf to make more space available for a product or bring attention to the promoted product.

MEDIA SELECTIONRE-LAUNCHED THROUGH;

“TELEVSION ADVERTSIEMNT”

OUR RECOMMENDATION• Super Crisp should continue its endeavor and

journey of success as they always strongly believe in quality instead of profit.

• There hard working team and a wide range of distribution system spread all over the Pakistan are busy to provide good quality products to its customer even in rural areas so that they could also enjoy their free time

• They could expand their market by offering a new flavor to cater it’s market’s different taste/preference.

• They should continue taking advantage of the events and social networking sites that help them promote their product.

THANK YOU