Sei sulla pagina 1di 27

Page |1

MARKETING MANAGEMENT
FINAL REPORT
PRODUCT RE-LAUNCH
PRODUCT: TOP POPS

Submitted to: Sir Taha Bin Hasan


Date: 12th Dec 2015

Group Members:
Abdul Basit (1665)
Areeb Saleem (1524)
Danial Maroof Shaikh (1475)
Maheen Siddiqui (1487)
Nomesh (1661)
Page |2

PREFACE

This is the final report of Marketing Management as it is the requirement of our course
facilitated by Mr. Taha Bin Hasan. The purpose of this report is to re-launch a product which
was once a success but now that has failed, with new ideas and strategies. Another purpose of the
report is to link our modification of approach with the learning of marketing management
concepts in class. The product we have chosen to re-launch is the famous snack "Top Pops".
Page |3

ACKNOWLEDGEMENT

First of all, we thank Almighty ALLAH for giving us the ability to think, work and deliver what
were assigned to do. Secondly, we would like to thank our course facilitator and mentor Sir
Taha Bin Hasan who helped us in this project. We acknowledge him for guiding us throughout
our studies. We also would like to thank him for showing us examples related to our project. It is
a great honor to work with him. We would also like to thank every group members who
contributed heartily in this project.
Page |4

Table of Contents
PREFACE ..................................................................................................................................................... 2
ACKNOWLEDGEMENT ............................................................................................................................ 3
EXECUTIVE SUMMARY .......................................................................................................................... 7
INTRODUCTION ........................................................................................................................................ 8
WHAT IS MARKETING? ........................................................................................................................... 9
WHAT IS MARKETING MANAGEMENT? ............................................................................................. 9
WHAT THINGS CAN BE MARKETED? .................................................................................................. 9
COMPANY ORIENTATIONS .................................................................................................................. 10
Production Concept:................................................................................................................................ 10
Product Concept:..................................................................................................................................... 11
Selling Concept: ...................................................................................................................................... 11
Marketing Concept: ................................................................................................................................ 11
Societal Concept: .................................................................................................................................... 11
MARKETING MIX AND THE CUSTOMERS ........................................................................................ 12
Product and Consumer: ........................................................................................................................... 12
Price and Costs:....................................................................................................................................... 12
Place and Convenience: .......................................................................................................................... 12
Promotion and Communication: ............................................................................................................. 13
MARKETING INFORMATION SYSTEM ............................................................................................... 13
Steps to Improve Marketing Information System: .................................................................................. 13
1. Train Sales Force to Scan for New Developments ..................................................................... 13
2. Motivate Channel Members to Share Important Intelligence ..................................................... 13
3. Network Externally ..................................................................................................................... 13
4. Set up a Customer Advisory Panel ............................................................................................. 13
5. Utilize Government Data Sources............................................................................................... 13
6. Collect Customers Feedback Online ........................................................................................... 13
MARKETING RESEARCH ....................................................................................................................... 14
MARKETING RESEARCH PROCESS ................................................................................................ 14
CUSTOMER PERCEIVED VALUE ......................................................................................................... 18
TOTAL CUSTOMER BENEFIT ............................................................................................................... 19
1. Product Benefit ............................................................................................................................... 19
Page |5

2. Service Benefit: ............................................................................................................................... 19


3. Personnel Benefit: ........................................................................................................................... 19
4. Image Benefit .................................................................................................................................. 20
TOTAL CUSTOMER COST ..................................................................................................................... 20
1. Monetary Cost:................................................................................................................................ 20
2. Time Cost:....................................................................................................................................... 20
3. Energy Cost:.................................................................................................................................... 20
4. Psychological Cost: ......................................................................................................................... 20
STEPS IN CUSTOMER VALUE ANALYSIS .......................................................................................... 20
QUALITY ................................................................................................................................................... 21
CUSTOMER LIFETIME VALUE ............................................................................................................. 21
CUSTOMER RELATIONSHIP MANAGEMENT ................................................................................... 21
FRAMEWORK FOR CUSTOMER RELATIONSHIP MANAGEMENT ................................................ 22
CUSTOMER RETENTION ....................................................................................................................... 22
CREATING CUSTOMER EVANGELISTS .............................................................................................. 22
THE BRAND FUNNEL ............................................................................................................................. 23
Buyer's Readiness Stage: ........................................................................................................................ 23
 Aware .......................................................................................................................................... 23
 Ever Tried ................................................................................................................................... 23
Effective Segmentation Criteria .............................................................................................................. 23
 Measureable ................................................................................................................................ 23
 Substantial ................................................................................................................................... 23
 Accessible: .................................................................................................................................. 23
 Differentiable .............................................................................................................................. 23
 Actionable ................................................................................................................................... 23
THE ROLE OF BRAND ............................................................................................................................ 23
BRANDING ............................................................................................................................................... 23
BRAND PROMISE .................................................................................................................................... 24
BRAND EQUITY MODEL ....................................................................................................................... 24
Brand Asset Valuator .............................................................................................................................. 24
 Differentiation ............................................................................................................................. 24
Page |6

 Relevance .................................................................................................................................... 24
 Esteem ......................................................................................................................................... 24
 Knowledge .................................................................................................................................. 24
DRIVERS OF BRAND EQUITY............................................................................................................... 24
Brand Elements ....................................................................................................................................... 24
HOLISTIC MARKETING ACTIVITIES .................................................................................................. 24
INTERNAL BRANDING .......................................................................................................................... 25
BRANDING TERMS ................................................................................................................................. 25
Line Extension ........................................................................................................................................ 25
MARKET SEGMENTATION AND TARGET MARKET ....................................................................... 25
Flexible Market Offerings: ..................................................................................................................... 25
 Naked Solution............................................................................................................................ 25
 Discretionary Options ................................................................................................................. 25
Preference Segment: ............................................................................................................................... 26
 Homogeneous Preferences .......................................................................................................... 26
 Diffused Preferences ................................................................................................................... 26
Customerization ...................................................................................................................................... 26
Segmenting Consumer Market................................................................................................................ 26
i. Geographic Segmentation ........................................................................................................... 26
ii. Demographic Segmentation ........................................................................................................ 26
iii. Psychographic Segmentation .................................................................................................. 26
iv. Behavioral Segmentation ........................................................................................................ 27
Page |7

EXECUTIVE SUMMARY

Our one of the most pioneering corn snack and a hit of 90’s, “Top Pops” has been failed to
satisfy our huge pool of customers due to several reasons. In order to bring back our old
customers and also to attract potential customers who are pops lovers, revamping our core
strategies from product making to its marketing is essentially a required step. Hence, our entire
team decided to conduct a meeting where we came up with numerous solutions to our problems.
In this emerging market, we would only be successful if we cater our customers’ wants, thus
gathering customer preferences regarding our product is the foremost step we looked for.

We are re-launching Top Pops with two more flavors Barbecue and Cheese with standard
ingredients. The chips will be baked and not fried, so the crunchiness and crispiness will leave an
everlasting taste in our customer’s mouth.

We began our market research process in a view to gain customers insights as what changes they
want us to incorporate in our product. We have asked our old and potential customers few
relevant questions on product taste, its price, packaging and such promotional activities which
they found attractive. Besides this, we also gathered feedback about where our initial product
lacked. After bringing together all relevant information, we implemented those strategies which
were highly suggested and are up to re-launch our top-notch product Top Pops for a second time.

Above all, our main purpose is not just to increase our product sales, but also enhancing
customer experience with our standard ingredients and new flavors with suitable prices. We also
aim to benefit society with our most appropriate CSR activities, simultaneously building and
maintaining long lasting customer relationships.
Page |8

INTRODUCTION

Top Pops were baked pops initially launched in two flavors that are Spicy and Chicken.

Our former product failed due to many reasons. Firstly we did not change our strategies to
compete with already established brands like Lays. We did not introduce wide variety of flavors
as compared to Lays and Slanty. Secondly we also failed to promote our product effectively on
communication channels that increased our customer defection rate.

We conducted market survey and asked our target market what changes we can incorporate in
our product. Based on their positive suggestions, we are finally able to dig out problems where
improvement is highly recommended.

As here we can target large pool of customers ranging from school children to teenagers to
families because people here usually eat chips in evening parties or fulfilling late night cravings.
School children love to have snacks in their break time and teenagers while watching movies
into cinemas. Thus we decided to alter our product, pricing, placement and promotional
strategies and got accomplished in re-launching our snack Brand Top Pops with two exiting
flavors Barbecue and Cheese.

Our each and every department worked in a team enthusiastically and then came up with right
solutions for the right customers. We’ve undergone through proper market research process and
monitored every step in order to assure customers that their responses have been taken into
account effectively.

The proposed report discusses detailed analysis and major steps that are undertaken to
successfully re-launch Top Pops.
Page |9

WHAT IS MARKETING?
Beginning with identifying customer needs and then meeting their needs and wants profitably is
recognized as Marketing. To create awareness of our newly launched Top Pops flavors, our
marketing and sales team visited schools, colleges, universities, malls and cinemas. On one side
we distributed questionnaire and on the other hand we put stalls to increase awareness among
children, youth and families.

WHAT IS MARKETING MANAGEMENT?


Product is not meant to market anywhere to anybody but to choose an appropriate target market
in order to gain new customers while retaining old ones, this art is known as Marketing
Management.
When re-launching our product, we’ve expanded our target market from children to youth and
families as well. To serve our market correctly, the suggestions which were collected through
questionnaires are applied successfully to provide them exact value they demanded for.

WHAT THINGS CAN BE MARKETED?


10 types of objects can be marketed: Goods, Services, Organizations, Places, Events,
Experiences, Properties, Persons, Ideas and Information. We are marketing Goods (Product)
that is Top Pops – Baked Snacks.

Types of Key Customer Markets:

Consumer Businesses that deal directly with Customers are considered as


Market B2C.

Business Businesses that deal with other Businesses to produce other


Market products/services are known as B2B.

Global Businesses that work internationally (across its national border).


Market

NGO
Businesses that only work for the benefit of society e.g. Hospitals.
Market
P a g e | 10

We the producers of Top Pops deal with Consumer Market as this product is meant to be
personally consumed.

COMPANY ORIENTATIONS
As global market is constantly changing, so have company’s strategies to target audience in a
way that it should fulfill individual and organizational goals altogether. However, an
organization can perform its marketing activities under 5 concepts as discussed below:

Selling
Concept
Product Marketing
Concept Concept

Production Market Societal


Concept Place Concept

Production Concept:
Production Concept states that people will only buy products if they are inexpensive and widely
available.

After discussing with our production and marketing team members, we identified several
mistakes. Our former product was unable to be found in super stores or market. Product was only
placed in small shops thus it failed to capture larger pool of customers.

Now we have totally altered our placement strategy. Our product Top Pops is now conveniently
available in super stores and marts i.e. Imtiaz Super Market, Chase Up, Metro Cash & Carry and
to other street shops as well. Our product is also available at cinemas, colleges and universities.
We have different sizes and they are priced accordingly.
P a g e | 11

Product Concept:
Product Concept states that people will only buy products if they offer superior quality as
demanded regardless of prices.

Our marketing team found the major reason behind the failure of our initial product is that it
lacked in varieties of flavor hence our old customers shifted towards Lays, Pringles, Slanty and
many others.

In order to retain and attract customers and to give tough completion we have launched two new
flavors Barbecue and Cheese. Top Pops that have nutrition with proteins and cheese are baked
and not fried. Now we are ready to satisfy customers with our standard ingredients.

Selling Concept:
Selling Concept states that a customer will not buy a certain product until he’s persuaded to do
so.

After re-launching Top pops our first step was to create awareness among our target audience.
To increase our sales revenue, we sent our sales team for door to door selling campaign. We had
put stalls in School and College Melas with the purpose of encouraging students to buy our new
flavors. Also we placed a Selfie Stand in Hyperstar Mall, where people used to visit us and take
selfies and we gifted those fluffed toys and a Free Top Pop.

Marketing Concept:
Marketing Concept is utterly different from all of the above concepts. Businesses, who apply
this, are entirely customer-centered instead of being a product-centered company.

Our previous product was discontinued because we sold what we made and did not focus on our
customers’ changing tastes. Therefore, before introducing our new product i.e. Top Pops, our
marketing team had conducted a survey where we received positive responses and new ideas.
Through this, we gained deep insight into customer preferences and incorporated all those
changes as suggested by them.

Societal Concept:
This concept is entirely dedicated to the welfare of the society. Previously we did not focus on
CSR activities as long time ago there was no or little concept of CSR activities thus companies
were not really involved in such activities. However this time we have made contributions in
various societal activities.

We have renovated a school and placed street lights and also we’ve set multiple medical camps
on roads during processions.
P a g e | 12

MARKETING MIX AND THE CUSTOMERS

Product and Consumer:


A Product is viewed as an item that satisfies customers’ needs and wants. After the
discontinuation of our previous product we have now redesigned our product based on survey
responses so that people can favorably purchase our new Top Pops. We have made slight
changes that include two new flavors Cheese and Barbecue enriched with good fats and
scrumptious taste.

Price and Costs:


Price refers to the cost that customer is willing to pay whereas Cost covers the amount spent on
production of a good or service. We use Value Added Pricing Strategy for the Family Pack and
Big Pack and the Penetration Pricing for the Small and have kept our product’s differential
value into account that our new Top Pops is all baked with exciting flavors of Cheese and
Barbecue enriched with good fats and natural spices. Nevertheless our prices are set according to
different sizes: 12/- Small pack, 30/- Big pack and 100/- Family pack that justify cost with
quality and available sizes.

Place and Convenience:


Place refers to provide a product on such places that are conveniently accessed by customers.
We have made our product available to all school canteens and colleges’ and universities’
cafeterias and in cinemas as well so people can enjoy eating Top Pops while watching a movie.
Also we’ve placed our product in all leading stores so that families can conveniently reach our
product.
P a g e | 13

Promotion and Communication:


Creating dialogue with potential customers after making a product plays a vital role in meeting
customers’ demand profitably. We’ve conducted some manipulative promotional activities
simultaneously being cooperative in communicating with buyers. Now we’re back in
competition with highly engaging promotional activities such as TVCs at prime time, campaigns
and stalls in Schools and colleges and most importantly managing social media effectively. We
have our own website www.toppops.com.pk where we’ve placed 3 interactive games for all age
groups: Racing game, Jigsaw and Guess the word just to create brand visibility and generate
more leads. Furthermore, we also post monthly quizzes on our Facebook page and winner gets
goodie bag at the end of the month. The reasons behind such activities are firstly to create
internet presence among top snack brands, secondly to build a bridge between us and customers
and thirdly to entertain them.

MARKETING INFORMATION SYSTEM


To re-launch our product we have redesigned our product, pricing, packaging, promotional and
distribution strategies through gathering market information from inside and outside sources.

Steps to Improve Marketing Information System:


1. Train Sales Force to Scan for New Developments: We trained our sales force to get excellent
information about market trends. To improve our product our sales team collected credible
information of competitors, consumers, retailers and distributors.
2. Motivate Channel Members to Share Important Intelligence: We hired mystery shoppers to
get important intelligence regarding retailers’ behavior with customers and distributors to
assess retailers’ behavior.
3. Network Externally: To keep a tab on our competitors, we purchased their products and kept
an eye on competitors’ advertising campaigns also we regularly check our competitors’
stories, new offerings and customer reviews.
4. Set up a Customer Advisory Panel: We have selected our largest revenue generating
customers and outspoken representatives to give us advices about our new product.
5. Utilize Government Data Sources: To select appropriate target market and conduct
promotional activities at right places we took help from government owned websites that
gave us demographics information.
6. Collect Customers Feedback Online: To get customers views on the re-launching of our
product, we gave them an online platform to share their personal reviews e.g. customer
review board where they can freely post about our product.
P a g e | 14

MARKETING RESEARCH
The marketing research is used to make decision by going through certain stages in order to
counter the dilemma facing the company. We have gone through this process in order to identify
that why has our product failed in the market previously and what to do next.

MARKETING RESEARCH PROCESS


1. Define the Problem: The problem that our company is facing is the failure of our product
"Top Pops" in the snacks market. The reason behind this failure is being lack of flavors as
compared to other snacks in the market. Another is that after 2008 crisis, we discontinued two of
their sizes. The advertisement wasn't strong enough to capture market share. Placement was
another big issue as other brands were taking our place in the shelves. Also the limitation of
target market as it was only targeted to children.

2. Develop Research Plan: After the identification of the problem, we knew the reasons due to
which our product failed in the market and we want to re-launch it. So we have decided to carry
out a research plan properly to know from the customers that what change they want to see in our
product.
 We have used primary data sources
 Our research approach is quantitative
 The instrument is questionnaire
 The sampling technique is convenience sampling.
 Contact method is distribution of questionnaire physically.

3. Collect Information: The information was collected through a survey using a questionnaire.
The questionnaires were distributed to university students. The sample size was 70.

4. Analyze information: After collecting the data from our sample, we have analyzed the data
using Microsoft excel to find out the results.

5. Present Findings: After the analysis, we are able to get the results about what things will
attract the customers back to Top Pops and based on that reason we will make decision.
P a g e | 15

Do you think Top Pop is easily


available in markets

40

22

Yes No Don't Know

Out of 70 respondents, 40 people agreed that Top Pops is not available in the market; therefore
we have reengineered our placement strategies.

If you don't want to purchase


Top Pops because of its:
33

18
12
7

Price Poor Taste Lack of Unattractive


Flavors Packaging

From the above illustration, it can be easily analyzed that the root cause of our initial product is
mainly the Lack of Flavors followed by Unattractive Packaging, Poor Taste and Price which
increased our customer defection rate.
P a g e | 16

Do you think Top Pops should


introduce variety in sizes?
30

18
14

6
2

Strongly Disagree Neutral Agree Strongly


Disagree Agree

Out of 70 respondents, 48 people agreed to the fact that Top Pops needs to introduce variety in
sizes other than previous sizes.

Do you think Top Pops needs to


change its packaging design?

39

14
11
4 2

Strongly Disagree Neutral Agree Strongly


Disagree Agree

Out of 70 respondents, majority of them are agreed to the fact that Top Pops needs to change its
Packaging design that used to target only children and teenagers.
P a g e | 17

Would you buy Top Pops if we


launch Cheese Flavor?
32

20
14

2 2

Definitely Probably Not Sure Probably Definitely


Buy Buy not Buy not Buy

Would you buy Top Pops if we


launch Barbecue Flavor?
29
25

12

4
0

Definitely Probably Not Sure Probably Definitely


Buy Buy not Buy not Buy

Out of 70 respondents, majority of them want new flavors i.e. Cheese and Barbecue.

What changes you'd like to see in


Top Pops?
30

20
15

Low Price More Flavors Strong Good Quality


Promotion & Taste
P a g e | 18

Our initial product was failed due to the Lack in Flavors and Poor Promotion etc. Through
survey, respondents have given their opinion that Top Pops needs to introduce More Flavors and
do Strong Promotion without decreasing its Quality & Taste.

6. Make Decision:

a. To improve our placement strategy, now we distribute our product to Educational


Institutions, Cinema, and Street Shops and to all leading Stores.
b. Based on responses, we have launched Big Pack and Family Pack so as to enhance
customer experience.
c. In order to retain and attract new customers we have redesigned our packaging style with
different vibrant colors as according to our new flavors.
d. In order to awake our old customers and attract potential customers’ attention we have
introduced two new flavors Cheese and Barbecue based on the outcomes.
e. We have launched new flavors, also doing strong promotion on TV and Internet, and
improved our Quality and Taste while keeping low prices than other competitors.

CUSTOMER PERCEIVED VALUE


Customer Perceived Value is basically comes under Marketing and Branding concepts. It’s the
most important concept that if a manager fails to evaluate this, his product would miserably fail
into the market.

Perceived Value of customer is the difference between what customers giving (price) in order to
get the product and what he is getting from a product (benefit).

Following are the determinants of customer perceived value we kept in mind in to order
successfully re-launch our product Top Pops:
P a g e | 19

TOTAL CUSTOMER BENEFIT


1. Product Benefit:

In order to meet customers’ need we focused to create maximum product benefits. We improved
the taste and quality of our previous and new products as well. We have the first mover
advantage who introduced baked pops instead of fried. So keeping that in mind we use good
quality ingredients and fats i.e. original cheese, spices, chicken cubes based on the fact that
people are now becoming very health conscious.

Also we introduced variety of flavors in different sizes, so customers can buy our product
considering their own choice.

2. Service Benefit:
In order to gain maximum customer satisfaction we provide service benefit along with the
product. Any kind of help or knowledge about the product, our helpline number remains active
whole day and night. Also when it comes to monthly prizes distribution to our customers, we
reach them by taking their home address and provide gifts on time i.e. 1st of every month.

3. Personnel Benefit:
In order to enhance perceived value in customers’ mind, we have knowledgeable and trained
staff to direct potential customers to buy our new flavors. In our case, we have well-informed
P a g e | 20

and educated social media team with an convincing attitude that give prior day to day
information of our product and about healthy snacking, leaving the mark of enjoyment,
satisfaction and healthy snacking.

Also we have well-trained sales team, that convinced people to buy out product at food festivals
and college/university mela.

4. Image Benefit:

As we are the first who entered in market to introduce healthy baked snacks in low prices,
therefore we have strong and positive brand image in customers’ mind. During customer survey,
when we asked what comes in your mind when you hear Top Pops; almost entire sample
responded good quality, low-priced and taste.

TOTAL CUSTOMER COST


1. Monetary Cost:
Keeping in view the brand image in customers’ mind, we therefore provide good quality snack
enriched with nutrients and low fat amazingly in low prices. The retail price has been set to cover
our production cost and stopping customers to shift towards other alternatives.

2. Time Cost:
We have reduced the time invested in buying process of our product. We have located our
product in nearby stores, street shops and supermarkets, so that consumers can obtain our
product in minimum time. Also for students, we have placed our product in their
canteens/cafeterias so that students don’t encounter any difficulty while getting our product.

3. Energy Cost:
Our customers do not have to waste their fuel by traveling in their vehicles. Instead we have tried
to deliver the product at almost the doorstep of everyone by placing the product in nearby local
shops and markets.

4. Psychological Cost:
It refers to the level of mental efforts customer exerts in buying and using that product. We
strongly focus on shelf placement that we always choose Mid-Level Shelves should be our spot
so that customers can easily recognize and select our product in minimum time. In usage
perspective, we focus on our product’s packaging material that it should be easily tear able.

STEPS IN CUSTOMER VALUE ANALYSIS


1. Through survey, we focused in gaining customer insights that what attributes and benefits
them prefer. The answers were good taste, crispiness low-priced natural flavors and
convenience.
P a g e | 21

2. We asked them to rate each product attribute so that we can envisage what actually our target
market wants.
3. We then assessed our previous performance against competitors’ performance. In simple
words, we checked our consumer ratings on each attribute as compared with competitors
attributes. Our competitors include top brand such as Lays and Slanty and fastest growing
competitor include Kurkuray. Findings suggested us to improve in those areas based on
ratings.
4. We then asked each segment to rate our each product’s attribute/benefit as compared to our
competitors. We have made demographical and behavioral segmentation based on benefits
sought.

QUALITY
Quality refers to the sum of features and characteristics of a product that meets customer needs.
Top Pops is made of best quality natural spices and flavors and most importantly pops are
baked; not fried which is why it’s also good for health-conscious people.

CUSTOMER LIFETIME VALUE


CLV refers to the prediction of total amount of revenue generated by a single customer. We have
to increase our customer lifetime value by retaining our old customers and attracting new ones
thus creating loyalty among them.

CUSTOMER RELATIONSHIP MANAGEMENT


Customer Relationship Management (CRM) is a marketing strategy that focuses to analyze and
manage customer details and interactions throughout the customer lifecycle.

1. For strong promotion we have set stalls at various educational institutions and malls. So
whenever student or customer visits us; we noted down the relevant information like name
and email address.
2. We run weekly email marketing campaign that means we weekly email those customers who
provided us their information regarding new offers or deals and upcoming quizzes.
3. We manage our social media page effectively, people who share our posts and take time out
to comment and participate in our weekly quizzes, we also maintain relationships with them.
4. Our social media team is always found active that promptly answers each customer’s query
in meaningful manner.
P a g e | 22

FRAMEWORK FOR CUSTOMER RELATIONSHIP MANAGEMENT


1. We firstly identified our prospects means people who are active on our social media page and
customers that used to buy our product. We then identified our potential customers; most of
them are under age bracket of 8-20
2. We interacted with different demographical segments and found out that people need
increased size of our product therefore we introduced Family Pack. Furthermore we
discovered that our target market is variety seeker so we introduced two new flavors.
3. We have gathered important though relevant information of our old and potential customers.
We personally send customized emails on their birthday and Eid occasions so they don’t
forget to enjoy our product on special moments. Also we send emails of new discounts and
offers.

CUSTOMER RETENTION
We strongly focused on our previous customers. We re-contacted them through personalized
emails about new offerings and also to remind our existence.

Additionally we give discounts and deals like buy 3 Big Packs of Top Pops and get one Free
Family Pack. Also we monthly run Lucky Draw contest in which customer has to collect 3
similar codes on the back of each pack and get entry to our Lucky Draw contest. Through such
activities we are looking forward to attract potential customers while retaining the old ones.

CREATING CUSTOMER EVANGELISTS


1. We will periodically collect online customer feedback to gain customer insights of their
likings and disliking.
2. We will share knowledge freely on our main website and on social media page regarding
new deals, discounts and offerings.
3. We have built buzz through word of mouth, our marketing and sales team effectively done
their tasks.
4. We have created online community where customers can give feedback and discuss about
our offerings and services.
5. We have created a cause that society would value as we have renovated a school and put
street lights and also we set multiple medical camps on roads during processions.
P a g e | 23

THE BRAND FUNNEL


Buyer's Readiness Stage:
 Aware: Almost everyone is aware of our product.
 Ever Tried: The generation of 90's has grown up enjoying our snacks. But the new
generation can be placed in this category.

Effective Segmentation Criteria: When planning a segmentation of the target market, there are
the following points which we should consider before making a roughly decision:

 Measureable: First of all, the market should have great number of people which are
our potential customers.
 Substantial: The segment that we should target must have the power to buy our
product.
 Accessible: The segment should be reachable in sense of communication and
distribution. Like sales force and advertisement.
 Differentiable: Our segment should be different from other segments as it should
have the want to purchase our product. This includes our existing and potential
customers.
 Actionable: Lastly, the segment should be actionable that whether all the above
criteria's are applicable or not.

THE ROLE OF BRAND


 Identify the Maker: The brand will help the customers to identify us and our company.
 Simplify Product Handling: The brand will make it easy for customers to choose
between products.
 Organize Accounting: Making a brand will make it easy to handle its finance.
 Offer Legal Protection: A brand helps us to legally protect its name, design from being
copied.
 Signify Quality: The brand name assures the customer that the product is a good one.
 Create Barriers to Entry: A brand makes it difficult for newcomers to enter the market.
 Serve as a Competitive Advantage: The brand helps us get an edge from our
competitors.
 Secure Premium Price: After our brand is established, we can charge the price of our
own and still people will buy it regardless of price.

BRANDING
Branding is the process of giving name to a product. Giving the name "Tops Pops" to our
snacks is branding.
P a g e | 24

BRAND PROMISE
Brand promise is that company delivers whatever it says. We promise to deliver delicious taste
with quality standards that will provide the customer an unforgettable mouth-watering
experience with reasonable prices.

BRAND EQUITY MODEL


Brand equity model is used to calculate a brands value.

Brand Asset Valuator: It is a brand equity model comprising of 4 things.

 Differentiation: Our product is different from others because the top pops are baked, not
fried.
 Relevance: Our product is relevant to school kids for lunch, for teenagers and their families
for snacks during tea time.
 Esteem: Our product has a good reputation in market since it entered
 Knowledge: Our advertisement will be stronger than before and it will be on social media as
well so that people get well aware of our product.

DRIVERS OF BRAND EQUITY


Drivers of brand equity refer to those things that attract customer towards a brand and increase
its value in the eye of customer. It includes:

Brand Elements:

 Brand Name: "Top Pops"


 Slogan: Thora Ziada Magic. Thori Ziada Masti!!!

HOLISTIC MARKETING ACTIVITIES


Holistic marketing activities refer to unusual or uncommon marketing activities that companies
use to promote their product.

For our product we have decided to install vending machines on the streets where people would
be able to get snacks by inserting waste material like empty bottles, bottle caps etc. This will be
effective for promotion of product as well as our contribution to the society by cleaning the litter
off the streets.
P a g e | 25

INTERNAL BRANDING
Internal branding means the marketing a company does for its employees. It is used to make the
employees understand that how we operate and make them more focused in their tasks.

As we are re-launching our product and need to keep employees focused on their work, we call
up meeting that include every single employee in the company to inform them about our targets,
our objective and strategies. We also take input from employees on how can we further improve
ourselves and it can come from anyone. As people get motivated when they feel that they are
being valued, whereas they get dishearten when they feel left out.

BRANDING TERMS
Branding terms include many terms but we are only going to discuss the terms which are
relevant to us.

Line Extension: Line extension means to add new flavors to an existing product.

We have gone through the process of line extension as resisting the change was one of the
reasons of the failure of our product. Along with the existing flavors of Spicy and Chicken, for
re-launching, we have decided to add new flavors of top pops; Barbecue and Cheese.

For cheese flavor, we have imported the finest quality cheese from Europe.

MARKET SEGMENTATION AND TARGET MARKET


To establish an efficient Organization with an effective Production and an appropriate
Distribution this is the most important aspect. “Where to market our product and who will buy it
repeatedly?” this should be one of the top concerns over a decision-making desk. It is influential
for producers and marketers to have a proper knowledge regarding which areas and audience are
most beneficial for them and facilitating to enhance their revenue.

By reconsidering the (previous) facts and collecting data from several parts of the city we
concluded that Top-Pops, in its early times had a huge impact over children and teenagers
between ages 8-20. So our best market segments are those children and teenagers who are
attending their primary schools.

Flexible Market Offerings:


 Naked Solution: Appreciation and willingness to purchase Top-pops are still high
because of its Brand Equity. Audience of targeted market has similar taste and
preferences hence they’re delighted with our product.
 Discretionary Options: To cope with the variance of choices in society we offer various
flavors in our product.
P a g e | 26

Preference Segment:
This would be a paradise for producers that everyone would like their product but since the
reality is otherwise we had to make sure we entertain all kind of preferences.

 Homogeneous Preferences: Demand for our product is high because people are ready to
pay for our all new Top-Pops as they are in love with it and waited for its re-launch.
 Diffused Preferences: There are a lot of people who like to taste or try something new
and different; hence they don’t stick around on a specific product. They’re the form of
individuals who demands variety. So we’ve launched two brand new flavors in Top-Pops
family and also make it available in different sizes to retain them.
 Clustered Preferences: It is a category which includes both the other categories of
preferences. Individuals with mix thoughts, wants and tastes are present in it. So any of
the presented benefits of our product could influence them and since taste may not be the
only aspect in their mix thinking, reasonable starting prices might become an influential
factor for this category of customers.

Customerization: This was the major step we took for the reestablishment of one of the finest
snacks of 90’s. We took votes and opinions of general public and by considering their views and
wants we have introduced new Barbeque flavor and Cheese flavor in our menu.

Segmenting Consumer Market: As we have discussed earlier the importance of segmentation


in our report, we will discuss more about it by categorizing it further. There are few more
segmentations discussed below, that could result in efficiency of an organization.

i. Geographic Segmentation: It refers to the area wise distribution. We will market and
sell our product to all locations. Geographic segmentation wasn’t a limitation for us
because we marketed and sold our product everywhere.
ii. Demographic Segmentation: It refers to the distribution according to the following:
i. Age and Life Cycle: In demographics it is very important to identify relevant age
and life cycle of customers. We are thorough about out requirements and picked
up specific ages of customers (i.e. 8-16) and majority of life cycle of our
customers is that they’re primary students and/or in their teen ages.
ii. Life Stage: In this category the distribution takes place according to customers’
marital status. Our primary target market is children and teennager but if an adult
or married person or couple would like to have our product they can certainly
have it.
iii. Gender: We did not perform our segmentation according to genders because our
product is for both Males and Females.
iv. Income: Segmentation over income wasn’t such an issue for us because the price
of our product is extremely reasonable.
iii. Psychographic Segmentation: Our product is so famous nation-wide that all forms of
interests, attitudes and lifestyles wouldn’t have issues regarding consuming our product.
P a g e | 27

iv. Behavioral Segmentation: Reputation of Top-Pops is so high that its word of mouth
resulted fruitful for us. Consumers’ attitude towards new flavors is favorable and they’re
buying our product constantly. Following are various Roles and Variables of Behavioral
Segmentation.

a. Decision Roles:
 Initiators: Consumers’ word of mouth is our best initiators as the products is new and
haven’t tasted by everyone yet.
 Influencer: If we did manage to get at least one person per family to try our product,
we’ll have our influencer.
 Decider: By our advertisement we did make sure that our product is nutritious and
hygienic so that decision maker wouldn’t think twice before buying it for their loved
ones.
 Buyer: Buyers are already in love with our new Top-Pops and by our enhanced slogan
(Thora ZIADA Magic… Thori ZIADA Masti…) they’re more eager to buy it.
 User: By our new flavors and enriched recipes, we make sure that the first words came
out of the mouth users would be “Yummmmyy”.

b. Behavioral Variables:
 Occasions: Consumers tend to buy it regularly regardless of an occasion. But since we
don’t want it to lose its charm we’ve picked an occasion which demands Top-Pops
presence and we ensured that the occasion is too mainstream so the consumption keeps
growing, hence through our ads and promotions we made lunch break at schools an
occasion which needs Top-Pops.
 Benefits: The quality of taste is guaranteed so the benefit end users can enjoy is its
nutritious taste.
 User Status: Our priority is Kindergartens and Primary schools children so primarily our
user status is Kids.
 Usage rate: It can be consumed in supper and to satisfy midnight craving
 Buyer Readiness: Since our premiere of new flavors and sizes, buyers are impatient to
purchase it.
 Loyalty Status: It wouldn’t be wrong if we say that Top-Pops have highest brand equity
among all snacks during mid-90. And after the re-launch we’ve managed to attract a lot
of new generation kids and today’s youth towards our fine product using its previous
reputation.
 Attitude: Attitude towards the purchase of our product is extremely positive

ͼThe Endͽ