ActivChipsActivChips
By: Jordan, Louis, Robert, Tyrell, Seth
Product DescriptionProduct Description ActivChips is a product of a novel
technology called NSSL (Nano-sized self-assembled structured liquids)
Technology is a development of minute compressed micelles, which are called nanodrops.
Minute micelles serve as a liquid carrier, which allows penetration of healthy components (such as vitamins, minerals and phytochemicals) that are insoluble in water or fats.
Product Description (contd.)Product Description (contd.)
The micelles are added to the food product, and pass through the digestive system effectively, without sinking or breaking up, to the absorption site.
The minute micelles carry the phytosterols to the large micelles that the body produces from the bile acid
The phytosterols enter the micelle, thereby inhibiting transportation of cholesterol from the digestive system into the bloodstream.
This advanced technology is unique to MNFC and is under a US Patent.
Points of DifferencePoints of Difference ActivChips have characteristics that make it
superior to competitive substitutes.
Frito-Lay has claimed a long standing commitment to health and wellness.
However, in addition to:
• Weight Management,
• Positive Nutrition, and
• Better Oils Strategy of Frito-Lay,
ActivChips uses nanotechnology and nanocomposites to create active, intelligent food which is therapeutic by design.
PositioningPositioning
ActivChips is a new intelligent and functional food.
It has no trans-fat, therapeutically lowers cholesterol.
It has been described by consumers as crispier, tastier and more attractive than other chips on the market.
ActivChips is to be positioned as a new snack with marketing, packaging and advertising concentrating on its functional properties.
PackagingPackagingEmphasize healthy image
PromotionPromotionFree Publicity
◦ New cholesterol-reducing technology◦ First-to-Market
Sunday Newspaper Inserts◦ Upon product launch◦ Induce consumers to try product
Sponsor Sporting Events◦ Focus on marathons◦ Free logoed promotional items◦ Use athlete as spokesperson
All Advertising will Focus on Creating Healthy Image
DistributionDistributionThrough Food Distributor
Buys our ActivChips Warehouses it Resells and Delivers on store-by-store
basis: Grocery retailers/Health food stores
Cub Foods Kroger GNC
Minnesota Foods will let our Distributor control physical distribution aspects of ActivChips.
PricePrice
Size Lay's ActivChips Difference
12 oz $ 3.89 Classic $ 4.86 $ 0.97
9 oz $ 3.99 Baked $ 4.65 $ 0.66
1 oz $ 16.49 50ct $ 20.61 $ 4.12
Market SegmentationMarket SegmentationVariables:
◦Demographics: Age: 30+ Both male and female
◦Geographic Segmentation: Average to higher income A Social grade of C2 or higher Average and higher end groceries
Market SegmentationMarket Segmentation◦Mediagraphic Segmentation:
Read the Paper, Radio, TV
◦Behavioral Segmentation: Aware and Informed consumers Heavy and medium users Consumers that want quality, status,
service, and value-for the money Medium to total loyalty status to product
37.13% or 101 million people in USA have high cholesterol
http://www.wrongdiagnosis.com/c/cholesterol/prevalence.htm
Segmentation Segmentation Target MarketTarget Market
• Healthy• 30+ age group • New product buyers• Active/sports• Target market run off• “feel good” snack
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