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  • Hippo

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    Akshay Rakate
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    Hippo launched an inventory tracking campaign for its healthy snack brand of baked chips but faced several challenges. The chips were not fully accepted as a healthy alternative to fried chips due to their higher price from baking instead of frying. They also struggled to gain shelf space at stores dominated by leading brands that offered incentives to distributors. Customers did not connect with Hippo's branding as a healthy snack and the packaging failed to clearly differentiate that the chips were baked not fried.

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    Hippo launched an inventory tracking campaign for its healthy snack brand of baked chips but faced several challenges. The chips were not fully accepted as a healthy alternative to fried chips due to their higher price from baking instead of frying. They also struggled to gain shelf space at stores dominated by leading brands that offered incentives to distributors. Customers did not connect with Hippo's branding as a healthy snack and the packaging failed to clearly differentiate that the chips were baked not fried.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    14 views3 pages

    Hippo

    Uploaded by

    Akshay Rakate
    Hippo launched an inventory tracking campaign for its healthy snack brand of baked chips but faced several challenges. The chips were not fully accepted as a healthy alternative to fried chips due to their higher price from baking instead of frying. They also struggled to gain shelf space at stores dominated by leading brands that offered incentives to distributors. Customers did not connect with Hippo's branding as a healthy snack and the packaging failed to clearly differentiate that the chips were baked not fried.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    Digital Campaign

    Hippo’s inventory tracking campaign.


    Hippo - A successful Failure
    ● Not living upto the concept of healthy snacks entirely. Non acceptance of a
    healthy snack as a chips. Refusing to fall in one precise category.
    ● Production cost was high as compared to other brands as Hippo chips were
    baked and not fried resulting in relatively high MRP.
    ● Shelf space was majorly acquired by leading brands.
    Hippo - A successful Failure

    ➔ Shelf space concern was due to following reasons.


    No added benefits to distributor.
    B2B promotion were missing

    ➔ Customer couldn't connect with the adv and image perceived by the brands.
    ◆ A Hippo to be perceived as healthy was a lost thought.

    ➔ Packaging just differed in colours. No X factor or uniqueness.Communication


    on chips packet did not highlight the necessary information” Baked not fried”.

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