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

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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?