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  • Brand Management of Food Category Snack

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    PRANAV GOYAL
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    This document outlines brand management strategies for a new whey protein chip product called ProLean. It includes results from consumer surveys showing interest in healthy, high-protein snack options. A competitive analysis shows where ProLean would fit in terms of protein content and price relative to other brands. Brand identity and positioning strategies define ProLean as a guilt-free, high-quality snack. Finally, the document proposes communication campaigns including billboards, print ads, social media, and storyboard creatives to promote ProLean as a tasty yet healthy snack.

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    brand management of food category snack

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    This document outlines brand management strategies for a new whey protein chip product called ProLean. It includes results from consumer surveys showing interest in healthy, high-protein snack options. A competitive analysis shows where ProLean would fit in terms of protein content and price relative to other brands. Brand identity and positioning strategies define ProLean as a guilt-free, high-quality snack. Finally, the document proposes communication campaigns including billboards, print ads, social media, and storyboard creatives to promote ProLean as a tasty yet healthy snack.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    31 views13 pages

    Brand Management of Food Category Snack

    Uploaded by

    PRANAV GOYAL
    This document outlines brand management strategies for a new whey protein chip product called ProLean. It includes results from consumer surveys showing interest in healthy, high-protein snack options. A competitive analysis shows where ProLean would fit in terms of protein content and price relative to other brands. Brand identity and positioning strategies define ProLean as a guilt-free, high-quality snack. Finally, the document proposes communication campaigns including billboards, print ads, social media, and storyboard creatives to promote ProLean as a tasty yet healthy snack.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 13

    Brand Management

    Communication
    Strategy

    Brand
    Identity

    Consumer Competitive
    Landscape
    Preference
    Survey Kapferer’s
    Brand
    Brand Prism
    Need Gap Positioning
    Analysis
    Consumer Preference Survey

    Do you like eating chips? Would you like to try Do you consider yourself health
    chips which contain conscious?
    whey protein?

    Yes: 93.30% No: 6.70% Yes: 93.30% No: 6.70% Yes: 80% No: 13.30%
    Maybe: 6.70%
    Need Gap Analysis

    How much are you ready to pay Target Consumer Purchasing Behaviour
    for a 100gm packet?
    * Consumer is willing to spend more for an
    healthier option
    * In case of Retail outlets, the visibility of the
    product pays a key role to influence consumers
    buying decision.
    * In case of Gym, Push marketing strategy is
    used. The trainers promote new products to
    customers.

    Rs.50 - Rs100: 40% Rs.100 - Rs200: 60%


    Rs.200 +: NIL
    Competitive Landscape Quest
    Rs 170 per pack in a pack of 8
    Expensive 21 g protein in 32 g pack
    PopCorners
    Rite Bite Max protein
    Rs 40 per piece
    Quest 10 g protein in 60 g pack

    Low KAY’S High


    Protein Protein
    content content Kay’s protein cookie bites
    ProLean
    Rs 80 per piece
    RiteBite 12 g protein in 34 g pack

    ProLean PopCorners Flex


    Rs 70 per piece Rs 189 per piece
    10 g protein in 45 g pack 10 g protein in 142 g pack

    Inexpensive
    Brand Identity
    Product Whey Protein Chips Brand ProLean…. Eat Protein Be Lean
    Core Benefit Healthy snack option
    Brand Identity
    External
     The colour of the packaging would be a combination of yellow and black
    since it contains whey protein, it will be slightly expensive than regular
    chips so the packaging should communicate the same.
     Zip lock packaging since it is convenient for the consumers
     Tagline- Eat Protein Be Lean
    Internal
     Best quality, high protein content snack for health conscious individuals

    For our Brand the most suitable perspective of David Aaker’s model is Brand as a Product since the focus is on
    functional and emotional benefits to the customers. A guilt free snack option which not only contains high protein
    content but is tasty as well.
    Picture of sender
    Kapferer’s Brand Identity Prism
    Externationalization

    Internationalization
    Relationship Culture-
    - Top notch
    quality, ProLEAN…. Innovative,
    Quality
    Caring
    Eat Protein Be Lean conscious,
    Trustworthy

    Kapferer’s
    Brand Identity
    prism Picture of receiver
    Brand Positioning

    Prolean Chips have low fat and high


    protein. The best quality protein is used as
    the ingredients. ProLean will thus be
    positioned as a guilt free health snack
    which has high fibre content but at the
    same time, it does not compromise on
    taste.
    Communication Campaigns
    Billboards
    Print advertisements
    Storyboard Creatives

    Hey dad, do you


    I have got
    have something
    ProLEAN chips
    healthy to eat? You mean just for you!
    healthy and
    tasty?
    Social Media campaigns

    Facebook Instagram

    Name a chips brand


    which is tasty and
    healthy?
    Thank you!

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