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Competition Within the Chip Market - Report Example

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This report "Competition Within the Chip Market" focuses on a potato chip and recommends that it is the ideal chip to meet the challenge arising from the market. It could satisfy the new consumer demand since it uses importantly reduced fat and food additive ingredients…
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Competition Within the Chip Market
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Download file to see previous pages In addition, since the third quarter of 2012, an increasing number of rival natural potatoes appeared on the market. The rivals convinced consumers that they offer consumers a healthy alternative brand. All these factors remain to be major challenges causing a decrease in the volume of sales of Smith’s chips among couples and females.
A natural potato chip is the latest chips range suggested by the Department of Food and Nutrition report. The report examines this crop and recommends that it is the ideal chip to meet the challenge arising from the market. It could satisfy the new consumer demand since it uses importantly reduced fat and food additive ingredients endorsed by famous health experts. 97% of the 4500 consumers interviewed recently reveal that it provides the same flavor as that of the artificial potato chips. In the brand performance part, marketers can understand data of chips from brand performance metrics. Such metrics include exclusive loyalty, penetration and market share.
Smith’s, Kettle, Doritos, Red Rock Deli, And Jumpy’s are the market competing brands. Brand performance measure statistics show that Smith’s is the brand with a leading market share of 34% followed by Kettle at 24%. Red Rock Deli and Jumpy’s are the brands with the least market shares at fifteen percent and six percent respectively. Further, Smith has the most favorable market penetration as well as the sole loyalty of the customers.
Smith’s success is attributable to several factors. The first factor that gives it the most favorable brand performance is its well-established brand identity (Glynn, Arch, and Woodside 6). Through cognitive processes, consumer conceives and evaluates evidence, after which they assume rationality. At this stage, Smith’s engaged in advertisements that provide consumers with information.  ...Download file to see next pages Read More
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