Chip Positioning

In: Business and Management

Submitted By gilesr
Words 277
Pages 2
A Potato Chip Brand Positioning Exercise

Frito-Lay, a division of PepsiCo, based in Dallas, Texas, plans to reposition its brand. You, as the marketing director, are responsible for such endeavour. Please present your plan.

To facilitate your analysis, the results of the attitudinal survey based on an assumed representative sample of 30 kids has been stored in sheet Chip Preference.xls. These data consists of observations on the following four variables:

Crunchy: Crunchiness perception (1-5 scale: 1=Low and 5=High)
Salty: Saltiness perception (1-5 scale: 1=Low and 5=High
Fun: Fun of eating perception (1-5 scale: 1=Low and 5=High
Brand: Index of company brand (1=Brand 1, 2=Brand 2)
Pref: Overall preference (1-5 scale: 1=Low and 5=High)

a) First use the data to establish the relative importance and significance of each perceptual variable in explaining overall brand preference. Which two variables are the most important? (Explain). b) Develop a perceptual map by plotting the mean perceptions for both Brand 1 and Brand 2 on a two-dimensional map defined by the two independent variables found most important in your analysis in a) above).

c) It is known that the Ideal point has average coordinates of 3 and 5 on the dimensions of Crunchiness and Fun of Eating respectively. Based on the ideal point perceptual values, which brand (Brand 1 or Brand 2) is closest to consumer Ideal perceptions?

d) Based on your analysis, suggest how you would reposition Brand 2.

e) What if saltiness is also important to customers and it has an ideal point of 2.5. How would your above analysis…...

Similar Documents

Kettle Chips Marketing Audit

...Brief Overview of Company Kettle Chips UK (2010) explains that in 1978 “Cameron Healy founded Kettle Foods in Salem, Oregan, USA with the aim of providing high quality, naturally sourced products.” They then go on to tell how in 1987 Cameron discovered that the British loved crisps, encouraging him to establish Kettle Foods in the UK, one year later Kettle Foods in the UK was launched in Norfolk – in order to be as close as possible to potato growers. They also state how in 2008 they were not only “…the 6th fastest growing grocery brand in the UK but …also identified as one of the country’s Top 100 Grocery Brands (source: The Grocer).” In 2010 Kettle Chips were acquired by Diamond Foods; whose food brands include Emerald snack nuts, Pop Secret popcorn and Diamond of California nuts. (The Oregonian, 2010) Introduction Kettle Chips managed to maintain their top position in the premium crisps segment, with an estimated 4% market share in 2010 of the total crisp market – giving them a total of 23.8% rise in value shares in crisps and snacks from 2008 to 2010. (Mintel Oxygen, 2011) Mintel (2011) explains that although Kettle Chips maintained its lead as the only brand of size in the premium segment, competition is rapidly increasing from other companies such as Tyrrells and Walkers’ Red Sky, causing their sales growth to slow down in 2010. Although Kettle Chips are an international brand this report will mainly be focusing on their UK business. Approach This......

Words: 3028 - Pages: 13

Blue Chips

...What are Blue Chips? Blue Chips are stocks of well-established companies with strong track records. When we refer to blue chips they are often known companies in the country. They are somewhat treated as icons in their respective industries. In terms of financial resources, blue chip companies are known to have large amount of capital. They are known to be profitable, pays regular dividends to its stock holders, and have a good rating on their debts. Image taken from How’s the Performance of Blue Chips? Let’s take one blue chip stock for example. Jollibee Foods Corporation (JFC) has been a great performer in the Philippine Stock Market during the last decade. As you can see in the chart below, the direction of its price is generally upward. JFC is the parent of Jollibee, the country’s leading fast-food chain brand. And if you would add all Chowking, Greenwich Pizza, Red Ribbon, Mang Inasal and Burger King stores it will total to 2,510 food-chains worldwide and a total sales of 82.1 billion pesos (around 2 billion US Dollars). Generated from Is it Safe to Invest in a Blue Chips Stocks? All stock market investments has no guarantee of earning you money. Stocks investment is always involved with high risks. The market can go very high but sometimes it can go crashing down. If you plan to do short-term investment only, then I might say that blue chip stocks are not really the best choice. But, is it safe to invest......

Words: 766 - Pages: 4

Happy Chips

...Performance Control at Happy Chips Incorporated Table of Contents Abstract…………………………………………………………………………………………....3 Performance Control at Happy Chips Incorporated……………..…………………………….4 – 7 Happy Chips Segment Profitability Analysis……………………………………………………..8 Happy Chips Income Statement and Annual Logistics Cost by Segment….……………………..9 References………………………………………………………………………………………..10 . Abstract The director of logistics at Happy Chips Incorporated had recently circulated a letter that came from the only mass merchandiser, Buy 4 Less, complaining of poor performance. Buy 4 Less is looking for Happy Chips to increase deliveries by one per week to ensure no stockouts occurred, install an automated order inquiry system costing $10,000 to increase customer service responsiveness, and to decrease prices by five percent. Happy Chips management decided to complete a segment profitability analysis to see where they may be able to increase company profits. Through extensive research the paper shows that out of the three segments Buy 4 Less was losing the company money, while the grocery and drug segments were both producing profits. This paper will also show what it would look like if Happy Chips followed through with the Buy 4 Less requirements and what profits would look like if the mass merchandise segment was dropped all together and prices were raised by twenty percent. While several things can...

Words: 2053 - Pages: 9

Chips of Chocolate

...Chocolate Chips, like you’ve never seen them before! The product being advertised is Chocolate Chips. A good advertisement makes the consumer want to buy the product. Different marketing techniques are used to appeal to different audiences. In this advertisement the techniques that are used are celebrity endorsement, transfer, and positive images. This advertisement is aimed primarily at families and young adults. In this advertisement Felix Baumgartner was used to endorse the product. Felix is known as for his world record of the world’s highest freefall. He is used in this advertisement to build trust with the audience, that if he eats these chips, the consumer should too. They will remember the product that this adrenaline junkie endorses compared to another chip advertisement. Felix Baumgartner appeals to more of the teenager and young adult audience instead of family and children. The Transfer technique is used in advertisements to transfer the qualities of one idea to those of another. The man known as “Fearless Felix” is looked up upon by kids and young adults everywhere. He is usually described as brave, valiant, heroic, and courageous. The idea is to get these qualities of the skydiver to rub off on the chips. If the consumer eats these chips they could be just like Felix and possess all these qualities. This marketing technique is aimed at mostly male kids and teenagers. Positive images are used in this advertisement to appeal to more of the family and parent...

Words: 374 - Pages: 2

Inplanted Id Chips

...“ Implanted ID chip finds way into ERs, bars” By Alorie Gilbert, CNET Published on ZDNet News: January 21, 2005 The future of healthcare continues to make strides in order to improve quality and this time it comes in the form of a chip that is capable of storing information in a digital format and can be implanted into your body. Your identity, personal medical records, and other important information can go with you where ever you go and save you the hassle of looking for your wallet and remembering pertinent personal information. That chip can also monitor your vital signs and be used by others to locate you, using global positioning satellite technology, no matter where you might be. These in other words, mean that you will be a cyborg, which is part human and part machine. This leads to the discussion of ethical stand point and the broad uses of it. One must also ask themselves that will this lead to a helpful outcome in its future uses, or would you see it as a serious threat to your privacy and a potential tool for the government to gain power on individuals and for businesses to make a living out of personal life. This technology is not just in movies such as Jonny Neumonic, Cyborg, Gattica and Matrix, but is here now and nearly ready to be used. It is the new product by Applied Digital Solutions of Florida named the VeriChip. On October 12, 2004, the Food......

Words: 634 - Pages: 3


...Structured positioning and unstructured positioning is different and both are important. And both can be applied by same brand In unstructured, brand is positioned to prospect’s mind through telling a story with metaphors by analyzing the situation and purpose of consuming a brand, habits of consumers, competitors brand image, consumer’s character and timing of consumption etc .Here storytelling as an art plays an important role because it’s shape the perception of consumers for particular brand or product. So just take the data and fact by research and put in your mind and imagine (the way you want to show yourself or your product or brand on consumer’s mind) Like GET MILK campaign of American dairy group, Apple’s ad for IBM. But it is already constitutes in structure positioning under emotional branding where mystery, sensuality and intimacy are like daewik,dehik and bhautik of TRISHUL. Structured positioning starts with the target certain types of consumer, leads to define the competitive frame of reference (CFR).In CFR, not only present competition arena but also coming competition can be smelled by analyzing both Industry (no. of sellers, degree of product differentiation, entry barrier, cost structure etc) and market competition (relative substitutes) such as coca-cola ignored the coffee bars business. In CFR, category membership is important because “YOU SEE WHAT TO EXPECT TO SEE” pour a gallo in 50 year old French burgundy then carefully decant a glass in front of a...

Words: 442 - Pages: 2

Wings Chips

...In the short story “Wing’s Chips” by Mavis Gallant, the narrators opinion about her father changes from embarrassment to becoming proud of him. This is first seen when she doubts her fathers’ personal life. She says, “My father, I believe was wrong in not establishing some immediate liaison with this group.” Here, the narrator’s opinion was expressed by questioning why her father was not friends with the others in town as he was an Englishmen himself. Also, he is being accused of not having a real job. The narrator says, “… the question of my father’s working was beginning to worry me for the first time.” At this point, the narrator feels ashamed because her father’s job is not a real one like everyone else’s. In addition to her father, the she feels embarrassed by her father from how he dresses. The narrator quotes in disappointment, “…he looked just as sloppy on Sundays as he did the rest of the week.” Aside from some minor disappointments in her father, the daughter soon becomes very proud of her father’s accomplishments. This is shown while the daughter is staring at the sign made by her father, “I was hysterically proud of the sign, and for the first time of my father.” Finally the narrator also realizes that her father has a job that is like all of the other men in town. While looking at the sign the protagonist says, “there it was “Wing’s Chips”, proof that my father was an ordinary working man just like anybody else.”...

Words: 256 - Pages: 2

Kettle Chips

... Linking to the CSF’s mentioned, Kettle Chips should invest in a new newspaper advert in order to connect with consumers and create awareness of the new healthy product but also the increase in their sustainability. The Company could also invest in giving out samples in stores. This would allow a PR of the company to inform the consumer about the product (Knowledge), the consumers would be able to try it (Feelings), and the PR would be able to see the reaction of the customer to the advertising and the actual product ( Behaviour) (Page 286 graph). This could even act as a marketing research for the future. Place Place is the ’company activities that make the product available to customers’ (Kotler and Armstrong, 2010, p76). (Baines et al, 2013) provide a channel structure model which identifies Kettle Chips as having a ‘’hybrid’’ channel structure where They sell directly to retailers, particularly large national grocery store and drug store chains, and indirectly through wholesale distributors to independent and small regional retail grocery store chains and convenience stores. They also sell Kettle Chips to mass merchandisers, club stores, convenience stores and through other retail channels (page 336). In reference to the identified CSF, where the company is to develop a dried Fruit/Nut snack, Kettle Chips could maintain the channel of distribution but start selling to different places such as......

Words: 360 - Pages: 2

Bios Chips

...One interesting thing you will see with the use of two BIOS chips. The M-BIOS chip is the Main BIOS chip and the B-BIOS chip is the Backup BIOS chip, which is used to rewrite the M-BIOS chip if it becomes corrupted. LGA Stands for Land grid array It works a a few processors such as the Intel Core i7,i3,i5 Xeon, Pentium, Celeron. The purpose of the LGA 1156 Is to connect a processor to the motherboard. The Intel H55 Chipset utilizes the 1st gen. Intel i core series CPUs integrated graphics capability. The Giga byte GA-H55M-UD2H is great for charging Apple devices with by turning it on and off, having 3x’s the power for USB for great USB usage. It also has an easy BIOS setting as well as 2 PCI-E 2.0x 16 graphics interface with ATI Cross Fire X support for graphics performance. The AMD 770 Northbridge chipset is used with the Phenom Series made by ATI. This is used for performance for the graphics. The AMD SB710 Southbridge chipset is a high-performance embedded platform solution that packs HyperTransport™ 3.0 Technology, 1 PCI Express® Generation 2, DirectX® 10 and high definition hardware video decode into a solution targeted at high end embedded client applications. It is for use with Embedded AMD Athlon single and dual-core processors from 8W to 35W. Also it is designed to also be compatible with quad-core AMD Phenom processors. It has up to 128MB DDR3 dedicated frame buffer (sideport memory) for optimizations in power savings and video decoding. Used for operating......

Words: 313 - Pages: 2


...History of Children’s Health Insurance Program 4 The Impact of Licensure, Certification and/or Accreditation on CHIP 7 CHIP Reimbursement 8 Clinical Quality 9 Patient Access to CHIP 10 CHIP Impact on the Workforce 11 References 13 Abstract Americans have always had an insurance gap, but the hardest hit seem to be the children. There was a program created to try to fill that gap. Children’s Health Insurance Program was created to insure children that would otherwise be without health coverage. This program was started under Medicare to ensure that children would have medical, dental, vision, prescription, substance abuse and some mental benefits. History of Children’s Health Insurance Program The following is the history and facts of the Children’s Health Insurance Program: * In 1997, The Children's Health Insurance Program (CHIP) was created via federal law. For children’s families that have income above the Medicare limits, this program helps states to provide health insurance to uninsured, low-income children living with families. * The original CHIP funding for fiscal years 1998 thru 2008 was between $3.1 billion and $5.0 billion. The federal and state governments share in the cost for CHIP, and states have leeway in setting criteria for eligibility and which healthcare services to cover. * By 2007, 13 states had expanded CHIP coverage to certain adults, and by using a provision of law that disregards certain types of income, allow......

Words: 2618 - Pages: 11

Chips Funga

...Chips Funga The song Chips Funga talks about how men and women are adapting to a more liberal culture when it comes to meeting someone of the opposite sex at a bar or night club. The video shows how a very attractive woman is taken advantage of by another man by sleeping with her than not ignoring her as if they never met. The song refers to how one man buys her clothes and the other gets to tear them off. This verse tells me how a women can have such strong feelings for one man who treats her as if she is just a piece of meat but the man who is attentive to her feelings and needs she is not. This is happens to many of us here in our culture because we are fed this artificial sense of life we feel obligated to follow. Men have a sense of promiscuity, as they want to sleep with as many women as they can with no real strings attached. In our culture men and women who go to night clubs go with the intention to mingle with the opposite sex, whether that leads to sex or not they place themselves in these places to interact with each other. Chips funga in a sense refers to these men meeting women and essentially sleeping with them with no real actual commitment. Towards the end of the video the young lady is shown devastated on how she is being ignored by the same man who she had slept with and as the chorus echoes in the back ground, “you wont forget, you’ll remember me”, which refers to how he tried warning her that she’s just a chips funga or one night stand to him. She was......

Words: 364 - Pages: 2

Ampalaya Chips

...ABSTRACT This study intends to resolve the problems of a parent and a child regarding on the vegetable that most children do not eat, the ampalaya. The investigation will be conducted by making Ampalaya chips which we aim to give interest to it for children. Our objective would be to create a better way for children to eat vegetables. Another is to help guardians make a much more create and fun way to feed children vegetables and to make a cheap and easy snack for everyone especially children. CHAPTER I INTRODUCTION Momordica charantia also known as Bitter Melon is a tropical and subtropical vine of the family Cucurbitaceae, widely grown in the Amazon, Carribean, South east Asia such as Philippines for its edible fruit. Ampalaya or bitter melon also known as bitter gourd as the name implies has a bitter taste due to the presence of Momordicin, and is believed to be among the most bitter of all vegetables. Ampalaya Bitter Melon is a climbing vine that grows up to 5m, with tendrils up to 20cm. long. Amplaya leaves are heart-shaped, 5-10 cm across, cut into 5-7 lobes. Each Ampalaya Bitter Melon plant bears separate yellow male and female flowers. Ampalaya bears fleshy green fruit, oblong shaped with pointed ends, ribbed and wrinkled, bursting when mature to release seeds. Ampalaya seeds are flat with ruminated margins. A. BACKGROUND OF THE STUDY Bitter melon or Ampalaya is said to be the most bitter of all vegetables of cooking in Asian countries.......

Words: 1477 - Pages: 6

Intel Chip

...The Flaw in the Intel Pentium Chip I In late 1994, the media began to report that there was a flaw in the new Pentium microprocessor produced by Intel. A flaw in the Pentium was especially significant since at that time it was the microprocessor used in 80% of the personal computers produced worldwide. Apparently, flaws in a complicated integrated circuit such as the Pentium are not uncommon. Most of these flaws cannot be detected by the user and do not affect the operation of the computer. The flaw that was discovered in 1994 was different. It caused incorrect answers when performing double-precision arithmetic, a very common computer operation. The flaw was easily detected by computer users. In fact, it first came to light when a university researcher noticed that the results of some calculations he was performing using his PC were incorrect. Many daily newspapers across the country carried stories about this problem. Intel’s initial response was that although there was indeed a defect in the chip, the defect was insignificant and the vast majority of users would never even notice it. The chip would be replaced for free only for users who could demonstrate that they needed an unflawed version. Of course, this approach did not satisfy most Pentium owners since no one can predict whether the flaw might be significant in a future application. IBM, a major Pentium user, canceled the sales of all IBM computers containing the flawed chip. Finally, after much negative......

Words: 707 - Pages: 3

Chips Theory

...Chips theory A absolute Chinese stock market speculate theory To be an investor especially a speculator who must know how to compete with others, we should both deal with hundreds of operation every year, in market coupled with thousands of up to date news everyday and compete with other speculators which makes market like a game. The reason why Chinese speculators call it as chips theory, is partly in response to serious market manipulation that market is more like a casino ,partly because game theory foundation. Along with security price fluctuate in secondary market, different trading volume appears in different price section which is formed to different buying cost region on one stock. [pic] However, when the stock price increase to $14, investor F joins in and buys 3 shares from investor C which transaction price is $14. Regardless of who make the deal, the chips position changes. [pic] The essence of chips theory is analysis how the chips (stock) exchange from smart capital to speculators or on the contrast direction. The smart capital is the most likely to be the institution investor such as mutual fund ,hedge fund, and pension fund ,who have power to influence the market in developed countries’ stock market, and is those who engage in manipulate the price to earn amazing profit from market manipulation in China. In contrast to developed countries’ well-regulated secondary market, it should be noted that analyzing how chips (stock) transfer from smart capital......

Words: 547 - Pages: 3


...This article was downloaded by: [] On: 18 June 2012, At: 04:49 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Strategic Marketing Publication details, including instructions for authors and subscription information: Competitive positioning and the resource-based view of the firm a a Graham Hooley , Amanda Broderick & Kristian Möller a b Aston Business School, Aston University, Birmingham, B4 7ET, UK b Department of Marketing, Helsinki School of Economics, Runeberginkatu 14–16, Helsinki, FIN-00100, Finland Available online: 28 Jul 2006 To cite this article: Graham Hooley, Amanda Broderick & Kristian Möller (1998): Competitive positioning and the resourcebased view of the firm, Journal of Strategic Marketing, 6:2, 97-116 To link to this article: PLEASE SCROLL DOWN FOR ARTICLE Full terms and conditions of use: This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the......

Words: 10177 - Pages: 41

Apple iPhone 7 32GB GSM Unlocked Smartphone | Accidental Farmer | Prison Break FRENCH DVDRip - téléchargement anonyme rapide