Create a “positioning map” for the potato chip market. Begin by finding six to twelve potato chip brands. Based on consumer preferred benefits, you will position the product on a grid. Please review the rubrics for grading criteria for this discussion.
To create your map, ask yourself these questions:
Who is the competition?
The completion is from the major Chip manufactures lead by Frito-lay with 62% market share, followed by Ruffles, Pringles, UTZ, Kettle Brand and Cape Cod. In the late 2000,s there were 452 chip manufactures, some with a global reach and many with a regional footprint.
What are the features, benefits, and attributes of each competitor?
All of the majors have an international footprint, Brand recognition, and multiple packaging and flavor options. They all have massive distribution and marketing divisions.
The Lays and ruffles brands are available in almost every supermarket, convenience store, restaurant/bar, food cart and snack machine in the U.S.
Lays recently released several new flavors and marketed them by giving away 4 free snack bag samples to every consumer who entered a supermarket, the new flavors still have a prominent place at the front of many supermarkets. That type of marketing power is tough for even the other majors to follow.
What does the consumer think about each competitor?
Consumers have maintained a brand loyalty as evidenced by little change in market share over the last few years.
What product attributes are most important to the potato chip consumer (for example, price, nutrition, availability, crunchiness, flavor)?
The consumer is purchasing chips as a snack or filler, and taste and availability are the major factors. Price has remained fairly stable among brands due to competition among brands. Health and nutrition, is important to a few consumers but not all. The #1 selling brand is the original lays