SnackWells Nudges up the Portion Pack by Andrew Adam Newman - Term Paper Example

Unlike in 1992, when the products were presented as snacks for women desiring to lose weight, today SnackWell aims at weight-conscious women with a desire to maintain their weight stable. Furthermore, the brand is presenting a new approach - portion control. This is supposed to give women that watch their weight an opportunity not to eat more than they need to stay fit and easily control their weight. In addition, while previously sold 100-calorie packages will continue being present in the market, the newer option is 130- and 150-calorie portions.
The decision to increase the number of calories in a portion is, according to the author, based on a number of studies that reported that a 100-calorie pack was usually not enough for one snack. At the same time, it is worth noting that the brand has 85 percent brand recognition. Since it is a great competitive advantage of the brand, the owner company is using it again to raise sales of newly developed products. Furthermore, good brand awareness will be of great help to SnackWell in the process of product repositioning. The decision to go with the relatively old but well-established brand will help the company to reach its target audience faster. Though pretty much of resources will be spent on product repositioning, the business will save on building brand recognition, since it already exists.
In general, it can be said that these actions are based on the concepts of market segmentation, targeting and positioning, all of which are some of the most important elements of effective marketing. Market segmentation, in this case, serves as a basis for targeting a specific group of existing and potential customers. Positioning, consequently, is being implemented on the basis of the specific characteristics of the target groups. Segment marketing is used in this case since the company promotes several products to the same market segment.
It can be seen from the article that SnackWell uses demographic segmentation by gender (women) and psychographic segmentation by social class (women who always value good look) and lifestyle (women leading active lives and taking care of their health). As for behavioral segmentation, SnackWell’s clients seem to be rather heavy users. The women targeted in this case are continuously tempted by sweets and want responsible alternatives they can enjoy. Repositioning of the product is, in this situation, expressed by the fact that the product has obtained different characteristics to meet the needs of a wider range of potential clients. Furthermore, having changed the advertising message, the company is aiming at changing the image of the product in the minds of the prospects.
The article, therefore, describes the company’s process of product repositioning through reintroducing.