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…...

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