chips ahoy!
TRANSCRIPT
Chips Ahoy!
Cindy Chen, Aram Lee, Donna Li, Shirley Liang, Hilda Wong
IntroductionChips Ahoy! does their business through introductions of new flavor varieties. With the introduction of larger size cookies, the brand aims to increase its customer base
Marketing Objectives◦ Improve product awareness ◦ Increase sales with new product
introductions◦ Expand image of the usages of Chips
Ahoy! ◦ Maintain product recognition and brand
equity◦ Drive sales of $100 mm next year, an
increase of 15% over the current year
Target Audience
Ages 2-24, 30-50
Millennials, Families
with young children,
single people, females
Upper-Middle Class
Suburban
Adults who purchase
Chips Ahoy! due to
association as a favorite
from childhood
days
Milk & Cookies are a popular American pastime from an
early age
Fond Memories of Chips Ahoy! as a back-to-school snack
Brand PositioningFor families, children and young adults, Chips Ahoy! is the snack that gives you convenient, delicious and consistent chocolate chip cookies to satisfy anyone’s sweet tooth, due to its reputation as a household name for all your snacking desires.
SWOT Analysis
- Evokes childhood memories
- Many Varieties- Second highest
market share- Co-branding
with Hershey’s
- Cheap- Acquired Brand
Loyalty, Awareness
- Tap into college students who reminisce on Chips Ahoy!
- Diversification of consumer options
- Introduce healthier varieties for health
consciousconsumers
- Not healthy, high in sugar and fat
- Packaged cookies don’t taste as fresh as homemade cookies
- Not all varieties/flavors are available, some might
be hard to find in certain areas
- Current trend of healthier snacks: Health Craze
- Poorer economy; cookies and snacks are not necessities
- Competitors: Oreo has a large market share and similar
product
Competitors of Chips Ahoy!
◦ Little Debbie◦ Lofthouse Cookies◦ Nabisco Nilla
Cookies◦ Newtons◦ Oreos◦ Keebler◦ Pepperidge Farms◦ Mrs. Fields Cookies
“According to Mintel’s 2014 Market Research Report of United States Cookie and Cracker consumption, “sandwich cookies find favor among nearly half of cookie eaters”.
Cost per package for each competitorCookie Brands Prices
Chips Ahoy! $3.50/pack or $4.68/12ct
Little Debbie $3.50/12ct
Lofthouse Cookies $2.98/10ct
Nabisco Nilla Wafers $3.28/box or $4.68/12ct
Newtons $3.68pack or $4.68/12ct
Oreos $3.50/pack or $4.68/12ct
Keebler $1.98/pack or $4.50/14ct
Pepperidge Farms $2.88/pack
Mrs. Fields Cookies $2.00/8oz box
Acc
ordi
ng to
Wal
mar
t.com
Marketing Strategies◦ Increase in-store presence of
Nabisco Chips Ahoy!◦ Increase online presence ◦ Create a more attention grabbing
and memorable tagline◦ Promote positive and more
personable company image◦ Increase brand market recall
you have
TV - 59%Social Media - 18%
Other - 20%Newspaper - 1%
Tactics - Social Media Campaign
● YouTube: Short videos featuring Cookie Guy
● Facebook: Interactive Contests & Introduce recipes ideas
● Twitter & Instagram: Hashtag: #chipsahoy #chipme
In-Store Demonstrations/ Promotions
● Encourage DIY recipe with Chips Ahoy! cookies○ Stores may give out samples of
the cookies with unique recipes
Tactics - Digital and Print Advertisement
● Online coupons accessible through social media outlets and websites
● Partnerships with ice cream, peanut butter, etc. companies to provide joint discount deals
● TV Ads: Similar concept to YouTube short videos. Push Cookie Guy icon into memorable ads
● SmartSource Coupon machine in the aisles near Snacks & Ice Cream specifically
Consumers are likely to purchase cookies at Supermarkets and Department Stores, therefore adding the SmartSource coupon machine near Snacks and Ice cream aisles can give customers more incentives to purchase our product.
Digital Advertisement - #ittakesahoy!
Tactics - Back to School Campaign
University Students▫ Chips Ahoy! brings back childhood
memories.▫ On-Campus tabling with DIY cookie
sandwich making.▫ “You’re a Smart Cookie” : Care
packages with coupons and encouragement.
▫ Chips Ahoy! gives students a feeling of “home away from home.”
Tactics: Cookie Recipe Contest
“Cookies Ahoy!”▫ Interactive Online Campaign to
promote larger cookie product.▫ Encourage consumers to
experiment with Chips Ahoy! through a cookie recipe contest.
▫ Winners chosen through votes from general public.
▫ Online coupons distributed to contest participants and voters.
Advertising Budget
$
Advertising Cost Quantity Total TV/4weeks $2,000,000 8 $16,000,000 Internet 500,000 1 $500,000 Magazines/ad $1,000,000 3 $3,000,000 Outdoor $300,000 1 $300,000 In-Store Advertising $500,000 1 $500,000 Newspaper/ad $200,000 2 $400,000
Total $20,700,000
Standard Shelf Talk
Shelfvision Video
Carts Floortalk
Trade and Promotion Budget
$
Trade Cost Quantity Total Features/event $350,000 4 $1,400,000
Display/event $500,000 4 $2,000,000
Price reductions/event $200,000 3 $600,000
Total $4,000,000
Trade and Promotion Budget
$
Promotion Cost Quantity Total FSI/4weeks $1,000,000 5 $5,000,000 SSCM/4weeks $1,000,000 5 $5,000,000 Internet Coupons $100,000 1 $100,000 On-Pack $200,000 1 $200,000 Direct Mail $1,000,000 1 $1,000,000 Sampling $2,000,000 1 $2,000,000
Total $13,300,000
Coupon Machine Shelftalk with tearpad Shelftalk One
Thank You.ANY QUESTIONS?