A marketing plan for Chef Tony's Popcorn Company

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Luz T. Suplico-Jeong

Defense Panel Chair

Julie Tanada

Defense Panel Member

Michael Lim

Abstract/Summary

The sweet and savoury snacks industry in the Philippines has been growing at a rapid rate in the past few years. Although this is the case, the market for these snacks is already saturated with different varieties of snacks. That is why there has been an increasing demand for snacks with innovative flavors. To add to this, a health consciousness trend is also arising.

Chef Tony's Popcorn Company is a brand that offers gourmet popcorn. The company has been steadily growing in the past few years. Their products cater to various market segments because of the different sub-brands, aside from the Original Gourmet line, like the CinemaPop line and the Chef Tony's Free line. The CinemaPop line appeals to the teenage market because it has more savoury flavors. The Chef Tony's Free line has sugar-free flavors that cater to people who are conscious of their sugar intake.

With that said, every age group except for kids has their own product line. That is why when Disney chose the company to represent them as their popcorn snack, Chef Tony's Popcorn immediately grabbed the opportunity to tie up with them and use this to be able to tap the kids market. However, the company does not want to be mistaken as a Disney brand which is why the group decided to create a formal marketing plan that is about tapping the kids market independent of any other company.

The group suggests launching a new line or sub-brand called SnackPops which is tasty and healthy popcorn snack that has unique flavors especially catered to kids. The new product would give kids a delicious snack but also assures mothers of the health benefits that would come with it.

The SnackPops line would come in two variants. SnackPops small tub (175g) and SnackPops Trio, which comes in 3 (30g) different flavors in smaller portions. The variants would be priced at P109 and P69 respectively. It would be distributed throughout different stores/kiosks and supermarkets in NCR for the first to the third year and would further expand throughout the Philippines during the fifth year. Promotions for the new line would center on catching the attention of the kids to try it. At the same time portraying a positive image for the snack to mothers because of its health benefits.

The company would gain profit and get back its initial investment on the second year. Evaluations would be done on the third and fifth year to monitor how the product did through UAI studies and an FGD would be implemented to evaluate the performance of the product.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022034

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Marketing--Planning

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