Consumer Insight & Account Planning, Research Paper Example

Background

Popchips was founded in 2007 by CEO Keith Belling and Pat Turpin to meet a need for a healthier and satisfying snack without the guilt and fat of regular potato chips (Forbes). These chips and related products using a popping technique and without many of the harmful ingredients that are found in other snack varieties (Popchips). Popchips do not have artificial colors or preservatives and are made of natural ingredients (Popchips). The “pop” in Popchips refers to the way in which these chips are created by using oil in a pressurized manner to “pop” the chips, rather than to bake or fry them (Popchips).This snack is also available in a wide variety of flavors to satisfy many different taste buds without the calories and fat of many other snacks. The brand’s mantra is “One snacker at a time” (Elsaesser). Popchips has emerged as a brand with a strong celebrity following and a means of self-expressing by choosing a healthier alternative. The brand also conveys the concept of a “popped” chip, which may be confusing to some, but is unique and intriguing at the same time. Popchips has received a number of important celebrity endorsements, including singer Katy Perry, actress Sarah Jessica Parker, and celebrity fitness trainer Jillian Michaels.

The Consumer and the Brand:

Popchips has emerged as a popular brand because of its use of influencer marketing, which enables the company to network with other companies to spread the word regarding the Popchips brand (Elsaesser). Influencer marketing was used to improve brand recognition through its introduction through cross-promotion with other companies (Elsaesser). However, the company was skeptical at first regarding the consumer response because many snacks had attempted in the past to be healthy and delicious, but the success was minimal (Elsaesser). Recognizing the apprehension of consumers was a key factor in the Popchips marketing strategy and its impact on their buying preferences (Elsaesser). Therefore, the company used its influencer marketing strategy on a small scale to promote the product through care packages and at events to spread the word, and before long, a success was born (Elsaesser).

Creative Brief

Brand: Popchips

What Is the Background for This Assignment?

• Popchips were created to fill a market need for a chip that was not fried but also not baked. The brand has grown tremendously and millions of bags are sold throughout the United States on an annual basis. Popchips are available in many retailers across the country at competitive prices.
• Popchips are not for everyone, but they are an attractive brand for consumers who like snack chips yet want healthier options.

What Is the Role of Communications?

• To utilize influencer marketing to network with potential customers
• To introduce the brand at important mainstream events to attract attention

Who Are We Talking To?

• Those wanting healthier snack alternatives but those who were not classified as “health nuts” (Gordon)

What Is the Target Insight?

• The primary target audience includes consumers seeking healthier alternatives to fried snacks. This audience might not have an issue that these chips are processed because they offer less fat and calories than many other brands, and also taste good. The influencer marketing strategy spreads the word regarding the Popchips brand. However, advertising must be non-controversial and represent the brand and its image truthfully. As the word spreads, the campaign and increased product availability should attract a larger audience across a variety of demographic groups.

What Is the Benefit?

• With Popchips, you get a delicious yet healthier chip that is low in fat and calories. These snacks are popped not fried and are not made with artificial flavors, colors, or preservatives (Popchips).
• With Popchips, you get a crunchy and satisfying snack with fewer calories than regular potato chips.

Brand Shift: What Is the Shift We Are Trying to Create in the Consumer’s Mind?

• From unhealthy, poor nutrition, and trans fats to healthy, no artificial flavors, all natural

What Is the Shift Idea That Will Lead To Famously Effective Work?

• Popchips are affordable and are available in retailers throughout the United States, from convenience stores to big box retailers and grocery chains. A variety of flavors and product types are available, from sour cream and onion chips to kettle corn and nacho chips.

Reasons to Believe:

• A snack that is both delicious and good for you

Personality:

• “I think that by using Katy Perry, Pop Chips presents themselves as a fun and easy-going product. This atmosphere makes it easier for consumers to choose Pop Chips, as they desire a simple, guilt-free lifestyle” (Foley)
• These chips don’t leave my fingers salty or greasy after I’ve chowed down, either. They have a delectable amount of seasoning that’s usually not too strong and you can eat the whole bag. In. One. Sitting” (Shelton).

Mandatories:

• The product is innovative because it is not fried or baked
• This snack is healthy and is made from high quality ingredients
• There are many delicious flavors that provide a great crunch and satisfying bite

Works Cited

Elsaesser, Caitlin. “One snacker at a time: how Popchips grew without losing its character.” CBS News, 6 December 2013: http://www.cbsnews.com/news/one-snacker-at-a-time-how-popchips-grew-without-losing-its-character/

Foley, Anna. “WIP: Pop Chips advertisement.” 6 December 2013: http://sites.psu.edu/annafoleyrclblog/2012/09/28/wip-pop-chips-advertisement/

Forbes. “Popchips.” 6 December 2013: http://www.forbes.com/companies/popchips/

Gordon, Jillian. “Keith Belling, founder of Popchips.” 6 December 2013: http://snmag.com/magazine/Destination-Success/Keith-Belling-Founder-of-Popchips.html

Popchips. “What are Popchips?” 6 December 2013: http://www.popchips.com/popchips/what-are-popchips/

Shelton, Samantha. “Pop those chips.” 6 December 2013: http://checkmypulseblog.com/tag/pop-chips/