Marketing New Products
Individual Project: Calbee Potato Chips (FMCG) (a) Define Category:
Category for Calbee potato chip would be Product Category and the product falls under potato chip snack industry. This report will be specifically be looking at only the potato chip snack industry and will be observing other competing products with same features. Additionally, no other snack industries will be discussed in this report; such as, apples, pies and cakes etc. When observing the snack market, potato chips can form a market by itself in Singapore. For instance, we can look at different types of potato chip snack flavors that the Calbee and other competitors may offer such as, salt and vinegar, hot and spicy, BBQ and many others.
(b) Define competitors:
There are several competitors when dealing with Fast Moving Consumer Goods (FMCG) especially in the potato chip snack market. This section will closely look at different flavors and similar flavors that competition offers.
Competitor number 1: Pringles: Offers diverse range of flavors that Calbee Potato Chips do not offer for instance: Soft Shell Crab, Grilled Shrimp, Blueberry and Hazelnut and Seaweed. In addition, it flavors match to taste of locals and south east Asian market.
Competitor number 2: Lays: Offers similar flavors that Calbee Potato chip snacks offer such as, seaweed, original salted, sour cream and onion, barbeque, Limon and salt and vinegar.
Competitor number 3: Jack and Jill Potato chips: BBQ, lightly salted, spring onion and garlic and salsa flavored.
(c) Compare the following among the defined competitors and your brand: (1) Target Segment:
Calbee potato chips are considered Fast Moving Consumer Goods (FMCG); therefore, the product itself is not expensive and is enjoyed by people of all ages and different genders. However, most of its focus is on the young and middle aged groups (Generation Y). This perhaps can be that older markets tend to be more health cautious or have brand loyalties with
Category for Calbee potato chip would be Product Category and the product falls under potato chip snack industry. This report will be specifically be looking at only the potato chip snack industry and will be observing other competing products with same features. Additionally, no other snack industries will be discussed in this report; such as, apples, pies and cakes etc. When observing the snack market, potato chips can form a market by itself in Singapore. For instance, we can look at different types of potato chip snack flavors that the Calbee and other competitors may offer such as, salt and vinegar, hot and spicy, BBQ and many others.
(b) Define competitors:
There are several competitors when dealing with Fast Moving Consumer Goods (FMCG) especially in the potato chip snack market. This section will closely look at different flavors and similar flavors that competition offers.
Competitor number 1: Pringles: Offers diverse range of flavors that Calbee Potato Chips do not offer for instance: Soft Shell Crab, Grilled Shrimp, Blueberry and Hazelnut and Seaweed. In addition, it flavors match to taste of locals and south east Asian market.
Competitor number 2: Lays: Offers similar flavors that Calbee Potato chip snacks offer such as, seaweed, original salted, sour cream and onion, barbeque, Limon and salt and vinegar.
Competitor number 3: Jack and Jill Potato chips: BBQ, lightly salted, spring onion and garlic and salsa flavored.
(c) Compare the following among the defined competitors and your brand: (1) Target Segment:
Calbee potato chips are considered Fast Moving Consumer Goods (FMCG); therefore, the product itself is not expensive and is enjoyed by people of all ages and different genders. However, most of its focus is on the young and middle aged groups (Generation Y). This perhaps can be that older markets tend to be more health cautious or have brand loyalties with
References: Calbee (n.d.) In Facebook [Company page]. Retrieved Feb 3, 2012 from http://www.facebook.com/pages/Calbee/108327362525662 Lay’s (n.d.). In Facebook [Company page]. Retrieved Feb 3, 2012, from http://www.facebook.com/lays Jack and Jill (n.d.) In Facebook [Company page]. Retrieved Feb 3, 2012 from http://www.facebook.com/potatoheads?sk=info Pringles (n.d.) In Facebook [Company page]. Retrieved Feb 3, 2012 from http://www.facebook.com/Pringles *Note that (n.d.) means “no date”. Facebook does not disclose dates when company websites are created or published.*