...Marketing Mix Based on the information gathered from the UK data, carrying out a relative study on the internal analysis of Kettle brand of potato chips is necessary. This analysis will give a further insight into their portfolio and performance and the steps taken to achieve their goals and objectives. As there is much more to marketing than just advertising, “Marketing Mix” refers to a combination of many elements that a company can use to market its product. It essentially looks at everything an organization can do to ensure success in marketing of its product to consumers. The marketing mix is designated by the common phrase penned by Jerome McCarthy (1960) as, “The 4 P’s of Marketing.” The 4 main “P’s” are Product, Price, Place, and Promotion. They are the foundation to the marketing mix. However, in this day and age the marketing mix has extended to 3 more P’s. They are People, Process, and Physical Evidence (Packaging). Positioning is also sometimes known as one of the P’s in the marketing mix. According to Mullins et al (2005:201), it is the perception of a product by a consumer, relative to their needs and competing products and how the company in charge of this product, aims to achieve this mindset [pic] Figure 1: Adapted [online] The Times 100 business case study (A Mcdonald’s Restaurants Case study) As seen in Figure 1 above, all four components which are inextricably interrelated, features potentially infinite...
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...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 report...
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...nes Student’s name College Nestle is one of the world’s largest food and beverage corporation in the food industry. It commands wide brand name recognitionand significant influence with customers, businesses, and also governments. Its products range from ice cream, water, coffee, and baby food to performance and also healthcare nutrition, pet care,confectionery, pharmaceuticals and others. Nestlé’s major brand names comprise of Toll House, Nestea, Lean cuisine, Perrier, Nescafe, and Perrier. Nestle’s share price has experienced an eighteen-fold increase over the last 20 years. From 1970 to 2000, Nestle shares outperformed the Morgan Stanley Capital Index of Swiss blue chip stock companies by over 250% and the Morgan Stanley World Blue Chip Stock Index in USD terms by 25%. For decades, Nestle has had consistent, stable and accelerated growth in overall turnover. In terms of current performance, the year 2001 was once again a record year for sales, net profits and dividends to shareholders, with CHF 84.7 billion in sales, CHF 6,681 million in net profit and 4.4% real internal growth. According to Stern Stewart’s Wealth Added Index (WAI), Nestle is among the top 15 companies worldwide in creating shareholder wealth in a ranking of the 5069 largest quoted companies. Stern Stewart calculates that between June 1996 and June 2001 Nestlé’s wealth added to shareholders amounted to USD 43.8 billion. The WAI rankings emphasize the notion that companies increase the money’s worth...
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...CASE STUDY: Chipping Away at Intel General Environment 1. Social Important as a semiconductor business, provided as the biggest chip maker in the industry. Intel’s mindset is toward better customer relations and away from perspective of being the only real competition in the marketplace. 2. Technological Concerned with chip making for PCs but then went beyond it into the production of information and communication appliances as well as providing services related to the Internet. Barrett created a new wireless unit that combined new acquisitions such as DSP Communications Inc. ( a chipset supplier for digital communications) with Intel’s memory operations. 3. Economic Affected by Septemeber 11, 2001 and needed to withdraw investments in new markets (production of network servers and routers and e-commerce service for small businesses) due to direct result of the downturn in economic condition. Intel’s shares also suffered. At $26, were down to 60 pecent compared to their highest over the previous years and get worse after the downturn and fell further to $20 by October. 4. Ecological Not being mentioned in the case. 5. Political Operates on a global basis and so be attuned to different governmental and country requirements in its distribution and sales. The manufacturing plant in Hamburg, Germany suggests an important political dependency that must be monitored. Task Environment...
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...Future Statement For this report I am to write of a technology that I could see evolving in the near future and so the technology I could possibly see becoming widespread is micro chip implantation , able to store, transmit, and capture data in real time with other chips or servers like using your identification or even a debit card to even a hand held gps unit and compacting it all into a chip the size of a eraser and implanting it into a humans limb now this by its self is amazing but then the limitations grow exponentially. The first impact this could have would be with Society. Now Society as a whole might clash with this concept at first due to some fundamental human traits such as invasion of privacy, This chip if left unchecked could function the same as a gps unit and give someone the ability to track individuals making such things as missing person’s would be much easier to find. The second impact would be Economy. This could change everything we know about current banking practices by allowing your banking information to implanted on this micro chip and injected in to yourself so that instead of swiping a card your data is automatically registered and updated with your actual bank to route funds and make payments and deposits. The third and final impact I could foresee is Politics. Now imagine a world where your personal and life data is stored on your body and can be accessed there would surely be very little information that could not be accessed either by...
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...inconsistencies in his mathematics calculations. Found after he added a Pentium System to his computer group. Upon Further inspections and calculations, he contacted Intel with his results. Intel denied that there was a problem with their chips. When it became clear that their chips were flawed, and the accusations were true. Intel changed its policy, admitting that their chips were indeed defective. Intel agreed to replace the defective chips for free, but only if the uses could demonstrate that they needed and unflawed chip. In the fall of 1994, IBM decided to halt all shipments on their Pentium based computers. After they discovered the Flaw during their testing. Intel finally agreed to replace the flawed microprocessors for anyone who asked for a replacement. Because Intel new about the Flawed chips before it surface in the press. They had already corrected the problem on another version. Intel continued to sell the Flawed chips, and had planned to continue its bad practices until the bad chips were exhausted. In doing this Intel had to write off 475 million dollars to solve the problem, when they could have corrected it from the beginning. Intel has learned from their mistake and now feel that flawed chips should be replaced before and upon request, no matter how insignificant the problem seems to be. If the same flaw was to happen in a new CPU today, I think especially if the company decided to cover it up like Intel did. It would cost the...
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...after the fact was a huge let down for customers. Customers expect that if a company finds a problem with their products that they inform them about it and provide a fix to the problem. Intel finally announces in December of 1994, that there would be a total recall, replacement, and destruction of all of the flawed processors. Something that should have happened months before. Finally, they have done right. Intel commits to purchase of all chips produced through the end of the year in January 1995. Intel sets aside 420 million dollars to cover costs of replacing all flawed processors upon request in mid-December 1994. If a flaw of this nature happened again today, with the economy as it is and they acted as they did back in 1994. Intel would more than likely be looking for a way to run. Today, Intel has competition that could very well take Intel customers. The only thing Intel may have to hold them up is a government bail. The only reason that would happen is because Intel produces a major amount of government computers have a chip made by...
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...Unit 5 Analysis 1: Pentium Flaw In the summer of 1994, Intel discovered the Pentium Flaw. Once discovered they decided that their chips did not need to be recalled because the chance of the average user finding out about the error was 1 in 9 billion. Thomas Nicely, a professor at Lynchburg College in Virginia, made the error public. He had sent an e-mail to several colleagues. Nicely was using a few computers to compute mathematical problems. He wanted to prove they had enough power to do so. I feel Intel did not handle the problem professionally at all. While Intel knew that there was a flaw in the chip, they continued to send out a defective product. Regardless of who might discover the error, they should have recalled the chip to have them replaced. By deciding to send out the flawed processor, this probably helped the company as well. Before this mistake, not many people were aware of Intel. After months of research, Intel finally decided to recall the chip. Thomas Nicely had then run over a quadrillion calculations on a revised chip and was unsuccessful of reproducing the error. I am unsure of the outcome if a similar flaw like this were to happen today. With the help of social media and the internet, word of any flaw or error today would spread like wildfire. The old rule of thumb is 1 tells 10, well now it's more akin to 1 tells 10,000. I believe that if a homogeneous situation were to occur it would be handled expeditiously and promptly. I’m sure Intel has new policies...
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...people to see if they were also having the same problem. After a couple days Thomas wasn’t the only person who realized there was a problem. People around the world who had access to the Internet found this out. The diversion result from Pentium was off by sixty-one parts per million. Intel then was forced to tell people about this hiccup but said that it was of little importance and that it wouldn’t affect most people in a big way. Even though this was most likely true it made everyone feel like they messed up and nobody wants something that doesn’t work how it’s supposed to even if it’s off a little. Intel then felt the need to tell customers that if their Pentium chip was flawed in any way they would replace it with Pentium chips that were flawless. Not a lot of people even bothered to replace their chips at all. In, 1995 Intel had to pay $475 million because of the flawed processors. My opinion on the “Pentium Flaw” is that it is a complete outrage. Everyone always wants the best of the best and if it has a flaw people tend to keep away from it. If the new IPhone came out the same day as the new Galaxy S3 and there were rumors of the IPhone having some type of bug in it, people might lean more towards the Galaxy S3. The problem is they had somebody who knew about the problem and then proceeded to still sell the product. That is simply unfair and completely unprofessional for a huge company like Intel. If there was another incident like the Pentium flaw that happened...
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...Results of the Evaluation 6 Amount of Chips per Serving Size 6 Calories per Serving of Chips 7 Fat Content per Serving of Chips 8 Sodium Content per Serving 8 Taste of Each Bag of Chips 9 Conclusions 10 Introduction Everyday consumers face decisions that affect their well-being for the rest of their lives. These decisions surround everyday life for the average human being, one of the most important decisions being their diet. The consumers our feasibility report is aimed at are college students who are looking for the healthiest original potato chip option that Lay’s currently has available. To inform the consumer of the most appropriate way to sustain a healthy diet would take much more than this report covers, however we put together a list of three classic potato chip varieties offered by Lay’s. Many different potato chips flood the market these days and we feel that it is our job to inform the masses of the tastiest and healthiest chips on the market to date. Each day, consumers buy potato chips that contain large amounts of calories and fat. We are here to let the consumers know that they can consume great tasting potato chips without consuming all the fat. We chose to study the healthiest original potato chip made by Lay’s. We chose to use the only three original flavor potato chips offered by Lay’s. We chose to go with Lay’s brand potato chips because Lay’s company is a popular snack food maker and Lay’s chips are available at most grocery stores...
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...Wonks Potato Chip Industry Misti Hubbard ECO204: Principles of Microeconomics Instructor: Susan Didriksen Friday, August 03, 2012 In this essay I will be covering the benefits of the new monopoly, and the changes which will occur in price and output of the product in this particular type of market structure; and market structure that will most benefit the Wonks potato chip industry. The potato chip industry in the northwest was running in competitive equilibrium in 2007. In 2008 two lawyers quietly bought all the firms and created a monopolistic company called “Wonks” in order for Wonks to operate efficiently, Wonk’s had to hire a management consulting firm which then estimated a different long-run competitive equilibrium. Economist divided the market conditions into four major categories: (1) monopoly, (2) pure competition, (3) monopolistic competitive, (4) oligopoly. In a monopoly, a single business or company supplies a product and or service for which buyers cannot find a substitute. A Monopoly may arise when one company can supply a given commodity more cheaply than two more companies can. Our textbook defines a monopoly as “an industry composed of only once firm that produces a product for which there are no close substitutes and in which significant barriers exist to prevent new firms from entering the industry” (Case, 2009). By purchasing all firms involved with the potato chip industry the two lawyers have created a pure monopoly. A pure monopoly...
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...Foods Company is branching into selling potato chips. This company is dedicated to producing foods that have high quality, simple, real ingredients that taste great. Effective marketing of these potato chips is key. The product tactical plan and the placement tactical plan are very important, as well. The chips must look and taste just right to get the target group to purchase them. The pricing and promotion of these chips will determine just how much Simply Real Foods will sell of the chips. Product Tactical Plan * A crunchy, salty potato chip full of flavor * Made with only potatoes, sunflower/ cannoli oil, and salt * Simply Real Food Company, To-Go Perfect Potato Chips * Great tasting, healthy, on-the-go snack that keeps up with you * Clean and healthy, something that not only tastes good but that is good for you * The packaging will be bright greens and yellows, natural greens and yellows, with white and brown accents and wording * On the front: Simply Real Foods logo, To-Go Perfect Potato Chips, 1oz or 6.5oz or 7.5oz, in a bright yellow bag, with green handle and green seal * Starting with original potato chip, then add unsalted, different flavored potato chips, BBQ, salt and vinegar, spicy jalapeño, garlic, and/ or herb, then introduce sweet potato chips, beet chips, and vegetable chips * The highest quality ingredients bought at the best prices Product Tactical Plan Rational The chips should be crunchy and salty because that is...
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...Enter Sun Chips Jolene Stracuzzi Columbia Southern University Enter Sun Chips Frito Co. was founded in 1932 by C.E. Doolin in Dallas, Texas. This same year Herman W. Lays begins his path down the snack chip path in Nashville, Tennessee (“Frito-Lay Corporation,” n.d.). In 1945, their paths merge into a business agreement to sell each other’s chips in their respective areas. These two companies merged in 1961 to become Frito-Lay, Inc. Only four years later, in 1965, Frito-Lay, Inc. became a division of Pepsi Co. (“Our vision,” n.d.a). Frito-Lay has become one of the world’s prominent producers and venders of snack chips. Some of their snack brands include: Baken-Ets, Cheester’s Fries, Cheetos, Cracker Jack, Cracker Jack’d, Doritos, Fritos, Funyuns, Grandma’s, Islen, Lay’s, Matador, Maui Style, Mrs. Vickie’s, Munchos, OvenBaked, Ready to go Snacks, Rold Gold, Ruffles, Sabritones, Santitas, Simply, Smartfood Popcorn, Stacy’s, SunChips, and Tostitos (“Full brand list,” n.d.b.). Frito-Lay also produces nuts, dips, and peanut butter crackers (Kerin & Peterson, 2013). Frito-Lay not only manufactures the snack foods, but has a hand in every stage of the process. The corporation has a potato breeding operation located in Rhinelander, Wisconsin. Their goal is to produce a superior potato variety for chipping (“Frito Lay Agricultural Research,” n.d.). They receive potatoes from roughly 80 different potato farms. They have 29 plants in 15 states (“Frito-Lay Plant locations,” 2013)...
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...the potato chip market. Begin by finding six to twelve potato chip brands. Based on consumer preferred benefits, you will position the product on a grid. Please review the rubrics for grading criteria for this discussion. To create your map, ask yourself these questions: Who is the competition? The completion is from the major Chip manufactures lead by Frito-lay with 62% market share, followed by Ruffles, Pringles, UTZ, Kettle Brand and Cape Cod. In the late 2000,s there were 452 chip manufactures, some with a global reach and many with a regional footprint. What are the features, benefits, and attributes of each competitor? All of the majors have an international footprint, Brand recognition, and multiple packaging and flavor options. They all have massive distribution and marketing divisions. The Lays and ruffles brands are available in almost every supermarket, convenience store, restaurant/bar, food cart and snack machine in the U.S. Lays recently released several new flavors and marketed them by giving away 4 free snack bag samples to every consumer who entered a supermarket, the new flavors still have a prominent place at the front of many supermarkets. That type of marketing power is tough for even the other majors to follow. What does the consumer think about each competitor? Consumers have maintained a brand loyalty as evidenced by little change in market share over the last few years. What product attributes are most important to the potato chip consumer (for...
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...Introduction According to snack food folklore, legends, myths and/or old wives tales, (maybe even truth), the potato chip was invented out of anger in 1853 by a chef named George Crum at a restaurant called Moon’s Lake House in Saratoga Spring, New York when a patron returned his french fried potatoes to the kitchen complaining that they were too thick. So Mr. Crum did the exact opposite by cutting and frying thinly sliced potatoes. The customer was ecstatic over the wafer sized and crisp fries. Instead of failure, this bold reaction by Mr. Crum backfired and the potato chip was born. Piecing together how the popularity of the potato chip spread from humble beginnings (being prepared in someone’s kitchen, sold from the back of a dilapidated truck or delivered immediately to stores and restaurants (shelf life was nil) to modern day 20th century industrialized, mass-producing, computerized “potato chip manufacturing” is difficult (your guess is as good as mine). However, one thing for certain is…as the Frito Lay commercial says…”betcha just can’t eat one”. Product Profile: Let’s examine this product (potato chips). Today’s product is made from farm-fresh potatoes delivered daily to manufacturing plants. The sources vary from season to season. Keeping this in mind, during winter, potato chip manufacturers depend on their stored supplies. Stored potatoes are kept at a constant temperature between 40-45 degrees Farenheit and moved to a reconditioning room that is heated...
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