snacks to go case analysis
SNACKS TO GO (CASE 11)
1. Sathers’ company objective was to be one of the first companies to produce a healthy zip lock package filled with nuts and natural snacks. The objective was to tap into the market of people who led busy lives and wanted to eat a snack in a package that was resealable to enjoy at a later time. Since the Sathers’ nuts and snacks weren’t as well-known as their candy, they were able to build stronger brand awareness that was introduced through their Snacks to Go line.
2. In developing Snacks To Go, Sathers’ product conducted a market development strategy. His product, which was ultimately selling healthy snacks, was already in place but he was selling to different kind of customer. The customer he was selling to was the one on the go. With his innovative zip lock resealable bag it appealed to a new market, which would put this snacks to go in the Market development. It can also be used as a penetration to the existing customers who previously enjoyed nuts but now can enjoy the convenience of the snacks in a busy setting.
3. Their study revealed, “that most consumers who preferred resealable packaging would switch brands and pay more for the food protection, convenience, and freshness that resealable packaging offered.” In their case, over half of the their respondents preferred nuts in a resealable packaging, and for those who ate nuts more often, most “believed that it was important to preserve the freshness of the food, to keep it from drying out and becoming stale, and that the package should be easy to open and close.”
From that information provided, Sathers’ commissioned a nationally recognized marketing research firm to conduct focus groups and personal interviews, this would provide them with greater depth on usage patterns. (Conducted in Chicago, 1994) They were interested in how consumers (who qualified for the focus group) reacted to freshness, convenience, and health benefits of their package designs. Mainly, the purchase
1. Sathers’ company objective was to be one of the first companies to produce a healthy zip lock package filled with nuts and natural snacks. The objective was to tap into the market of people who led busy lives and wanted to eat a snack in a package that was resealable to enjoy at a later time. Since the Sathers’ nuts and snacks weren’t as well-known as their candy, they were able to build stronger brand awareness that was introduced through their Snacks to Go line.
2. In developing Snacks To Go, Sathers’ product conducted a market development strategy. His product, which was ultimately selling healthy snacks, was already in place but he was selling to different kind of customer. The customer he was selling to was the one on the go. With his innovative zip lock resealable bag it appealed to a new market, which would put this snacks to go in the Market development. It can also be used as a penetration to the existing customers who previously enjoyed nuts but now can enjoy the convenience of the snacks in a busy setting.
3. Their study revealed, “that most consumers who preferred resealable packaging would switch brands and pay more for the food protection, convenience, and freshness that resealable packaging offered.” In their case, over half of the their respondents preferred nuts in a resealable packaging, and for those who ate nuts more often, most “believed that it was important to preserve the freshness of the food, to keep it from drying out and becoming stale, and that the package should be easy to open and close.”
From that information provided, Sathers’ commissioned a nationally recognized marketing research firm to conduct focus groups and personal interviews, this would provide them with greater depth on usage patterns. (Conducted in Chicago, 1994) They were interested in how consumers (who qualified for the focus group) reacted to freshness, convenience, and health benefits of their package designs. Mainly, the purchase