Markteting Objectives:

- Increase the total sales by 40% at the end of the campaign

- To get 20% sales from its primary competitors (Piattos, Lays, Nova)
- To change the packaging of Big Munch Outback Premium Potato Chips variants.
- To increase its availability by adding other distribution outlets. (i.e. local groceries)

Strategies:

- To play with the target audiences curiosity, making them venture outside the product
they patronize, take the risk of trying something new to their senses and introduce them
to Big Munch Outback Premium Potato Chips.

Tactics:

- Advertisements through TVC and internet.

- Plastering posters within college campuses.
- Gondola
- Campus Events that gives out collaterals

Brand positioning:

- Locally made but visuals can be perceived as Imported

- Their target market are kids and adults (6-12) (36-60)
SWOT Analysis:

STRENGTH WEAKNESS
- Good quality with cheaper price. - Visual (packaging) is not attractive.
- Not greasy. - It only has two (2) flavours.
- Thinly sliced. - It lacked publicity.
- Looks like an imported product.

OPPORTUNITIES THREATS
- More brand recognition - Primary competitors are more popular
- - Aggressive advertising and promotions
from competitors.
- People might like other flavour that this
brand lack on.

Target Market:

Demographics Psychographic
- Male - Students who loves experimenting/ trying
- Ages 16-24 new things
- College Students - An age group with mind full of curiousity
- Lives in Manila

Behavioristic
- They care less on gaining weight as long as
they satisfy themselves
- Most of them eat chips at home
Market Analysis:

Rice is the basic staple diet of majority of the population in the Philippines; potatoes
appear in this diet as accompanying vegetables.
Previously, Philippines only allowed US potatoes for chipping/processing for import.
Chips were consumed almost equally throughout the week.
Weekends and Mondays had only a slightly higher consumption rate than other
weekdays.
When eaten chips at home, chips were used mostly as a side dish.
Eating of chips occurred largely at lunch time and occasionally at meryenda.
Cheese flavor was the most popular flavor amongst the products, followed by Barbeque
and Sweet and Sour.
Chips have a diverse and wide market, ranging from teenagers to young adult males, 16-
24 years old. Manufacturers continue to introduce innovative products with new flavors
and formats to both retain and attract new consumers.
While chips have a diverse and wide market, manufacturers will benefit from offering
all-natural, healthy options, as well as potion-controlled or individually packed products.
Building on these features should help the market for smaller households and lower-
income teenagers and young adults grow.
Additionally, healthier formats of current products will also attract consumers looking
for better-for-you and healthier options, without having to give up the flavors of chips.

Competitive Analysis

Compared to Piattos (which is its main competitor) Big Munch Outback Potato Chips advances in
bedring nutritious at all
Compared to other local competitions whose flavors taste-like and feel-like, Big Munch
Outback Potato Chips is rich in real flavors
However, Big Munch Outback Potato Chips lacked publicity./it had no advertisements or any
promotions (aside from a recent online promo that only a few knew)
Its visuals (packaging) lacked uniqueness, thats why its hard to be distinguished, it doesnt
stand out.
If it were to compete against its primary competitor Lays, the prices and quality might go ahead
each other.

USP
Its new to the senses.

Big Idea
 Big Munch Outback Premium Potato Chips flavour is not the flavour familiar to your taste, not
the texture of potatoes you always feel, not the packaging you always get to see, not the same
aroma you always get to smell and not the brand of Potato Chips you hear everywhere.

Marketing Communicaton Program

1. Relevant data.
2. Advertising Objectives
Increase market awareness up to 80% by the end of the campaign
By the end of the campaign, 10% of the competitors patrons will switch to Outback
Premium Potato Chips.
To generate the interest of 60% of the target market exposed to the campaign.
To change Big Munch Outback Premium Potato Chips Wild West image to a
mysterious one that will capture the target markets attention.
3.
3. Recommendation
3.1 Brand Name
- We will use the same brand name
- In order for the past consumers to still recognize the brand name
and still know its existence.
3.2 Label Design
- The label design is already eye catching and its manly enough to
attract the target market.
3.3 Packaging
- We want to give Big Munch Outback Premium Potato Chips a
new packaging.
- To improve its visuals (change and give it a brighter color and
product illustration) to attract potential buyers.

Collateral Materials
String bag
Pin
Tumbler
T-shirt

Media

Print Ad
TVC
Internet (Facebook, twitter)
Non-media

Collateral materials
Poster
Transit Ads
Point of Purchase (Gondola)