The Future of Snack Competition
Course:
Marketing
Lecturer:
Andrea Busato
Year:
First year
Students:
(Kellogg’s Roundies) Apolloni, De Biasio, Gaudino, Partel, Passarin (Mulino Bianco Semprebuoni) Carrara, Celi, Costa, Sanvido, Scanferla (BenToYou) Buoro, Mavaracchio, Martignago, Tonietto, Felletti (Findus Poke) Salem, Conte, Lavezzo, Marani, Tiso (Toco) Bertollo, Dall’Asta, Ferretti, Missana, Perri (Clipper Bubble Tart) Bertoncello, Ceccato, Kourriche, Zane
The brief
The brief required developing Positioning (positioning strategy) and branding (identity tone of voice and packaging) for a new product and/or product line in the snacking industry, whether pertaining to a start-up or an existing brand.
The project involved the creation of an industry typology analysis, trend cartogram (trends and socioeconomic context), positioning, strategy, business canvas, and finally brand identity development.
The reference panel is the large-scale retail trade (GDO) market at the Italian level; so after a careful visit to supermarkets and hypermarkets, the goal was to go and segment the snacking industry by strategic business areas.
The segmentation parameters can be varied and many, depending on the perspective of your analysis (e.g., function, time of day, target audience); it is part of the game to identify the most effective way to “draw the market.”
Projects - Toco
Fruit chips are a colorful and fun alternative to regular potato chips. Fruit, on the other hand, is a high-nutrient den- sity food that retains all its properties when dried. Toco is not just a snack, it is a cute toucan that takes the child into its colorful world.
Through comics, cartoons and content, one can learn about this character with whom it is impossible not to fall in love. Toco’s commitment to educating the youngest children is embodied in his comics and cartoons, which become a way to introduce important issues such as deforestation and environmental protection in simple language.
For Toco, the environment is not an abstract concept; the brand is personally committed to having the smallest possible impact. This has led to choosing a 100% aluminum pack, sustainable farming, and low-emission trucks.
Projects - Poke
A new way to eat, between office meetings and pilates sessions, between college classes. Poke in fact comes in servings of 125 grams each.
Balanced and calorie-controlled, Findus Poke is the solution for those people looking for a practical and functional snack that is ready in seconds and does not need to be reheated.
Findus Poke, being made in partnership with Findus, meets a set of quality and ethical standards that enhance what the customer is going to buy.
Traceability of ingredients is a priority: Findus has always been committed to the sustainability and safety of ingredient supply, and asks its suppliers to be similarly committed.
Salmon, tuna, avocado, and ginger are among the most photographed and posted foods on Instagram: beautiful, colorful, and fresh.
They are extremely healthy ingredients and at the same time fit well into all diets.
Practicality and simplicity are the keywords of the packaging, so you can enjoy Findus Poke wherever you want, whenever you want.
Projects - BenToYou
A bento is a container, tray or basket containing a complete meal.
It is a complete pre-packaged meal that is usually eaten at lunchtime. Such a ‘snack’ was chosen because it is substantial enough to almost cover a meal.
Through its packaging it will be able to be a quick snack that can be consumed anytime and anywhere. The target audience is a young clientele, or at any rate people with a dynamic life, always on the go or away from home; and the aim is to want to ensure that our customers have a tasty meal for lovers of Japanese cuisine, a protein snack above all, with foods that are all healthy looking for protein, so we include many young people in our audience. So we include, taste, quality and protein.
Projects - Roundies
The goal is to revolutionize the world of galette. The galette in the current market takes on the image and appearance of a “boring” and static food. For Kellog’s Roundies, a much fresher and more inviting packaging is proposed, as well as a variety of flavors, from the most summery and light to those for the sweet tooth. The decision was to affiliate with Kellogg’s as it is synonymous with reliability.
For years, Kellogg’s has remained one of the reference points for many families regarding the world of snacks. To launch the product in the market, the Kellogg’s brand and group were therefore the most suitable choice for both the type of production and distribution.
Projects - Bubble Tea Tart
Bubble Tea Tart completes the Clipper range making it possible to expand the brand from the drinkable world to the edible world. The target market and distribution channels for this new snack are those headed by Italian supermarkets.The logo of the Bubble Tea Tart is inspired by Clipper itself: a teapot pouring bubbles filled with Clipper tea, which go to be poured on a slice of tart, all to represent what the final product will be: a tart with tea-flavored bubbles.
From the basic conception of Clipper Teas, the packaging of Bubble Tea Tart comes as an element that tries to be as “Natural and Fair” as possible. For this reason, the pack is compposed of only three elements: a PLA (recyclable plastic) wrapper for the tarts, a glass jar dedicated to the bubbles, and a cardboard box reminiscent of classic tea tarts.
