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Popchips Case Study: establishing a healthier snack brand in a crowded market

IntroductionThis case study on Popchips forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the brand has been able to establish itself in the very crowded snacking market through the promotion of a healthier potato chip, while never losing sight of the importance of taste.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market
Published on: Mar 4, 2016
Published in: Business      Economy & Finance      
Source: www.slideshare.net


Transcripts - Popchips Case Study: establishing a healthier snack brand in a crowded market

  • 1. Find Industry reports, Company profilesReportLinker and Market Statistics >> Get this Report Now by email!Popchips Case Study: establishing a healthier snack brand in acrowded marketPublished on April 2010 Report SummaryIntroductionThis case study on Popchips forms part of Datamonitors case studies series, which explores business practices across a variety ofdisciplines and business sectors. It focuses on how the brand has been able to establish itself in the very crowded snacking marketthrough the promotion of a healthier potato chip, while never losing sight of the importance of taste.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market Table of ContentDatamonitor view 1CATALYST 1SUMMARY 1Analysis 2The desire for snack products remains high in the US 2Increased snacking is a long-established trend in the US 2Certain aspects of the recession have facilitated the continuing growth of snacking in the US 2Some Americans feel guilt after snacking in between their main meals 2Consumers are looking for healthier eating habits and healthy indulgences have gained credibility 3Popchips was founded in 2007 as a healthier brand that still provided tasty snacks 4Popchips are made using an innovative cooking technique 5A mix of traditional and more adventurous flavors make up Popchips product range 6Marketing for Popchips focuses on engaging its customers and providing a strong link with the brand 7Marketing activities rely on a fun message designed to remove the guilt from snacking 7Popchips uses social media extensively to promote the brand 8Conclusion: Popchips has established itself in a crowded market and is well placed for further expansion 9APPENDIX 10Case study series 10Methodology 10Secondary sources 10Popchips Case Study: establishing a healthier snack brand in a crowded market Page 1/4
  • 2. Find Industry reports, Company profilesReportLinker and Market StatisticsFurther reading 10Ask the analyst 10Datamonitor consulting 10Disclaimer 11LIST OF FIGURESFigure 1: Some US consumers feel guilty about snacking between meals 3Figure 2: Eating healthily on a regular basis is of some concern to many Americans 4Figure 3: Consumers are happy that healthy food can be tasty, but some skepticism still exists 6Figure 4: Popchips come in a variety of flavors 7Figure 5: Popchips Snackers Credo emphasizes that snacking should be fun and should not inspire feelings of guilt 8Figure 6: A strong and personal presence on social media has inspired Popchips customers, making them more likely to recommendthe brand to friends and family 9Popchips Case Study: establishing a healthier snack brand in a crowded market Page 2/4
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  • 4. Find Industry reports, Company profilesReportLinker and Market Statistics Payment Information Please indicate the payment method, you would like to use by selecting the appropriate box. Payment by credit card Card Number: ______________________________________________ Expiry Date __________ / _________ CVV Number _____________________ Card Type (ex: Visa, Amex…) _________________________________ Payment by wire transfer Crédit Mutuel RIB : 10278 07314 00020257701 89 BIC : CMCIFR2A IBAN : FR76 1027 8073 1400 0202 5770 189 Payment by check UBIQUICK SAS 16 rue Grenette – 69002 LYON, FRANCE Customer signature:   Please note that by ordering from Reportlinker you are agreeing to our Terms and Conditions at http://www.reportlinker.com/index/terms Please fax this form to: Europe, Middle East and Africa : + 33 4 37 37 15 56 Asia, Oceania and America : + 1 (805) 617 17 93Popchips Case Study: establishing a healthier snack brand in a crowded market Page 4/4

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