Root Box Presentation

External Analysis

INNOVATION

• Increasingly popular for food to be produced organically due to its more natural food taste and less use of chemicals during production

• Traffic light system helps give kids a clearer idea of the healthiness of their food

COMPETITORS

• High levels of brand loyalty• General shift towards healthier snack alternatives which allowed craft brands to exploit niche for locally produced, hand cooked products.• New and unusual flavours encourage impulse sales.• Strong focus on packaging

ECONOMIC

• 2013 the retail market for bagged, savoury snacks expanded by 5.8%.• The total UK market for snack foods at retail in the UK was worth an estimated £3.1bn in 2013.• Jamie Oliver introduced 10p sugar tax on sugary drinks.

DEMOGRAPHIC

• Food Provenance highlighting British Flavours and featuring the Union Jack.• 35.2% (TGI survey) of the UK snack market was bought in convenience stores and newsagents. Demonstrating the importance of impulse sales and the on-the-go convenience snacks.

REGULATORY

• European Snacks Association (ESA) is influential in attempting to change the way food advertising targets children.• Food Labeling Regulations (1996) state that food packaging must declare nutrition such as energy, protein etc.

External Analysis

INFRASTRUCTURE

• Convenience stores, vending machines, cinemas (other leisure locations)• More of a focus on small local stores as opposed to superstoresMade in the UK

PARTNERS

• NHS, World Health Organisation • Public Figures e.g Jamie Oliver

SOCIO-CULTURAL

• Snacking has become an integral part of UK culture• Savoury snack consumption is heavily ingrained in British Diets in packed lunches etc• Growing concerns over obesity• Ethical consumer

Market/Competitor Analysis

• Main competitors in “snack food” industry – from 3 different sectors.

Potential within market• Crisps fall under ‘other savoury snacks’,

the sector with the highest market share (48%).

• Crisps are the most popular children’s snack (1/3 of children eat daily).

• Vegetable root crisps particularly have potential.

Competition:• Tyrrells and Kettle both launched oven-baked vegetable crisp

products (2014). • Walkers in 2013 launched Mighty Lights and Baked Hoops and

Crosses, both containing a reduced fat content.

• Kellogg’s Special K Cracker Crisps sales growth of 135.2% in 2013.

• The Grocer (10th November 2013) reported Walkers’ premium Red Sky brand lost almost all of its supermarket listings in 2013.

• The greatest influence on consumer purchasing of snacks was brand trust (69.5% said it was a factor in their purchasing).

Market/Competitor AnalysisAttributes Weight (%) Salurra Walkers Jacob’s Pringles Butterkist

Market Share 15 1 5 2 3 3

Branding 20 4 4 3 4 3

Customer Needs and Wants

20 5 5 3 4 3

Quality of Product 30 5 3 4 4 5

Product Availablity

15 3 5 2 3 4

TOTAL 100

Score (Average)

3.6 4.4 2.8 3.6 3.6

SWOT AnalysisStrengths:· High popularity of snack foods within the UK· Convenient packaging, can be eaten anywhere · Great alternative to regular crisps which are considered junk food Weakness:· Snack foods often are associated with junk food· In-store promotions often prioritize popular brands· High competition within marketplace Opportunities:· The need for healthier snack alternatives makes the product appealing · Use of sweet potato, kale, variety of roots replacing snacks high in sugar · Product in a recyclable packaging that benefits the environment as well Threats:· High investment in a possibly unsuccessful product· Existing competition can make it harder for smaller producers· Children tend to prefer chocolate based snacks or snacks classified as Junk food

SWOT AnalysisMatching strengths to opportunities:· Parents seeking to find healthier alternatives for their kids to snack on it· Smart and fun packaging attract children Strengths to avoid threats:· High popularity of the snack food market should make it likely for a company to succeed· The convenient of its packaging with all the health benefits will drive away the kids from sugar based products Opportunities by overcoming weaknesses:· Good packaging strategies and the title of ‘healthy’ results in sales· Advantage within the marketplace due to low number of competitors Minimize weaknesses to avoid threats:· People are opting for sugar free and low salt solutions due to high obesity numbers · Raising awareness to avoid unhealthy snacking and using materials that benefit the environment

SMART TargetsSpecific, Measurable, Achievable, Realistic and Time Bounded

Increase children’s awareness of food and organic sourcing by 15% through the interactive games included on the website

within a 14-month period of launching the product.

Selection and Justification of Target Markets

• Young Families with children• aged between 4-7.• Middle Class• Health Conscious family• Children likely to attend a lot of after

school clubs • Family enjoys outdoor activities

Justification - British Dietetic Association found that that:

up to 75% of parents pestered by children gave in and purchased junk food.

33% of all children aged between 2 and 15

years old are classified as obese.

Positioning Concept“For health conscious parents wanting to provide a nutritious, ethically sourced snack for their children to help them maintain a healthy balanced lifestyle whilst also developing food production awareness.”

Unique Selling Proposition:

• Tasty, extremely health conscious snack• Unique product (vegetable crisp)• Relationship with customers – both parents and children• Sticker and Toy collection• Fun and games for children

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5

0

1

2

3

4

5

6

Snack Perceptual Map

Low Price

Hea

lthy

High Price

Unh

ealth

y

PricingMarket Penetration – builds market share for the new product

– price lower than competition• Encourages people to try• Encourages retailers to build up stock

PRICE = £1.20 per box

*available to buy as ‘snack’ in meal deals. Eg. £3.29 Boots Meal Deal (including Tesco, Co-operative, Sainsbury’s etc.)*sold in supermarkets as multipacks when brand expands - £3 x4 boxes = Rootbox, Fruitbox, Grainbox and Popbox.

BrandingBrand Personality • A young, healthy and sporty child who goes to a lot of after school clubs.• Tries hard at school • A conscientious individual.

Identity • Fresh, ethically sourced, organic food. • A healthy snack alternative.• Sincere

Brand Core Benefits/Functions• In a recyclable box, • Organic food, grown and packed in the UK.• Educates children to understand where food comes from, what is natural and • what is not.• Higher wages for farmers.

Distribution

• Produced and packaged in UK (100% fresh ingredient of the food)

• Supermarkets• Convenience stores• Vending machines

Channel Policies: Online advertising, Telemarketing, E-mail Marketing, Search Engine Marketing

Integrated Marketing Communications

Strategies: • Emotional execution: animation• Events and experiences• Direct Marketing• Interactive marketing-Guerrilla • Free samples• Prizes• Advertisement

Integrated Marketing Communications

Plan:• Use of stickers of product characters across town,

indicating how close you are to a selling point.• TV commercials in between cartoon (twice) and once

while the whole family is watching to give parents opportunity to see the product.

• Creative supermarket stands with colorful characters and samples.

• Game through the box and games and prizes on website.

Week Event

1 Television Magazine Social Media Guerilla Marketing

Sample Events


Sample Events

3 Magazine Social Media Guerilla Marketing

Sample Events


Sample Events

5 Magazine Social Media Guerilla Marketing

Sample Events


Sample Events

7 Television Magazine Social Media Sample Events

8 Magazine Social Media Website Sample Events

9 Television Magazine Social Media Stickers and Collectables

Website Sample Events



11 Magazine Social Media Stickers and Collectables




Distribution of the £1.5mWeek 1 2 3 4 5 6 7 8 9 10 11 12 Total

TV £150,000 £150,000 - £150,000 - £150,000 £150,000 - £150,000 £150,000 - £150,000 £1,200,000

Magazine £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £120,000

Social Media £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £5,000 £60,000

Guerilla Marketing £1,666 £1,666 £1,666 £1,666 £1,666 £1,666 - - - - - - £10,000

Stickers and Collectables - - - - - - - - £5,000 £5,000 £5,000 £5,000 £20,000

Website - - - - - - £10,000 £10,000 £10,000 £10,000 £10,000 £10,000 £60,000

Sample Events £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £2,500 £30,000

£1,500,000

TV Advertising£1,200,000

Magazine£120,000

Social Media£60,000

Guerilla Marketing£10,000

Stickers and Collectables£20,000 Website

£60,000

Sample Events£30,000

Final Evaluation and Control Methods

These are the methods we will use to identify whether the objectives of our marketing function have been achieved during our specified time

period.

The evaluation focuses on analysing both quantitative and qualitative metrics that are associated with our strategy for example evaluating customer satisfaction, customers reached and profit made. Setting

controls are necessary for the evaluation as it provides a criteria to assess how well the company has achieved the goals set.

Customer feedback and satisfaction* Questionnaires* Online poll* Survey with the chance to win a prize if completed

Target market sales• We would set our target market, which would be parents of children aged…and then conduct a survey to see if the sales are being met in the specific target.

Market-share analysis* We would compare sales with those of its competitors within the market segment

Market analysis/audit• Conducting an audit allows us to identify the strengths and weaknesses of the organization compared to competitors to ensure we meet our objectives.

Keep an eye on the financial budget

Thank you.

Root Box Presentation

Documents

Transcript of Root Box Presentation