Advertising and Marketing Communications - Essay Example

ADVERTISING AND MARKETING COMMUNICATIONS Bought from General Mills in September 2008, Pop Secret is a brand ofpopcorn produced by Diamond Foods. Pop Secret was officially launched to the public in 1984 by General Mills. Pop Secret created several colored popcorn called Pop Qwiz in the early 1990s. The colors for its products included blue, yellow, green and a mystery bag with a surprise color. The Pop Secret Popcorn brands include; 100 Calories Homestyle Popcorn, Extra butter Popcorn, 94% Fat Free microwave Butter Popcorn, Homestyle Microwave Popcorn and Homestyle Microwave Popcorn.

In addition, the Pop Secret Snacks include; Old Fashioned Kettle Corn, Popcorn butter 100 Calorie Pop, Sea Salt Popcorn among others. Apart from the products, Pop Secret has gone to greater lengths and created what is called; what’s Your Secret? This is a theater which showcase and supports independent film makers. In the recent past, it has continued to assist the development of Film Independent- a non-profit organization that helps increase diversity in film making within the industry. A couple of independent film makers, writers and animators created Pop Secret Mountain.

This is a fan site devoted to the site aimed at increasing the brand equity. In fact, this has ensured the image of Pop Secret is sold across the globe. Pop Secret is characterized by intense online marketing and this has helped increase its customer base hence increased sales. In addition, the company has adopted the art of social media marketing. The SWOT analysis is described below:Strengths Strong market positionDemand for products is sustainableWell diversified international salesWeakness Vulnerability of production facilitiesWork safetyFederal permitsOpportunity Strong potential growth popcorn snack marketIncrease in long term contracts with the suppliersThreats Increase in competition from:Tightening of environmental regulatory policiesUnpredictable climatesWork citedGrover, Rajiv, and Marco Vriens.

The Handbook of Marketing Research: Uses, Misuses, and Future Advances. Thousand Oaks, CA: Sage Publications, 2006. Print.