IDENTIFYING THE OPPORTUNITY: ZINGERS Torey Cole Sarah Freeman
Nicholas Morris Betsy Sparks
PRESENTATION AGENDA: - An overview -A quick background -A look at the current state of the Zinger -Our research methods - A brief summary of our situation analysis
- Our groundbreaking new vision for Zingers - Opportunities for Zingers
RESEARCH METHODS 1. Interviews with moms
2. Focus group with peers 3. Store checks
4. Secondary research
Y&R BRAND VALUATOR the “Old” ZINGERS
BRAND POSITIONING MATRIX
ZINGERS CURRENT POSITION WITHIN COMPETITIVE SET ZINGERS ARE NOT IN THEIR CONSIDERATION SET! → Not differentiated between other brands → Focus group did not know what a Zinger was -When tested, they tasted “the same” → Mothers in interview didn’t have experience with Zingers
A revolutionary NEW Hostess Cake
Zingers
Lemon
OUR OPPORTUNITY NEW TARGET: Young moms NEW NEED STATE: Hunger satisfaction NEW COMPETITORS: Snickers & Lay’s Potato Chips
Brand Positioning Pyramid For Snickers Youthful Energetic Confident I want to do/ be my best Feel/act more like yourself Satisfies hunger Packed with peanuts
Brand Positioning Pyramid For Lay’s Chips Comfort addictive Lose yourself in the light crispy crunch One taste and your in love Long lasting snack large portions within one serving - light crispy taste
Brand Positioning Pyramid For Zingers HIp, Young & Active Share the love Treat your loved ones Sweet substantial snack A new, different flavor
RECOMMENDATION FOR ZINGERS (Positioning statement) To young moms who are looking for a sweet yet substantial treat for their child, Zingers is the snack food that satisfies their sweet tooth and hunger because its the sweet treat with substance.
Zinger’s ‘Big Opportunity’ The audience will be young mothers, as well at their children They are not buying the product because it is not healthy They should buy Zingers because kids love sweets and need both a dessert in their lunch and something that they will eat that will keep them going throughout the day. The brand character we want is young and hip. They want their child to be happy and full. They are caring and want the best for their child. The advertisement must include children. The children are picky eaters who tend to be hungry during the long school day. Zingers are one of the few things they will eat.
Zinger’s Product/Packaging The product of Zinger’s would transition into a “zingy” lemon flavor. The name fits, it would provide a differentiation from other Hostess cakes, and be an interesting addition to the product line. Zinger’s would create a world of lightening, zings, and zest
Zinger’s Product/Packaging
®
Open Here
Z
s r e g in
6-3.81 OZ (108g) 3 Packs NET WT. 22.9 OZ (1 LB. 6.9 OZ.) 649g
BRAND
zesty lemon CAKE WITH VANILLA CREAM FILLING
SIC
SNA
LAS CK C
Zinger’s Place The new Zinger will be sold alongside other packaged, baked products, in all sorts of stores -Convenience Stores (for the first time ever!) -Gas Stations (for the first time ever!) -Supermarkets -Local grocery stores -Vending Machines
Zinger’s Price The price will remain the same as other Hostess products and it’s competitors, which would be
under $2.99
Zinger’s Promotion Free Samples in Supermarkets to put the new cake in people’s minds Include one of the new Zinger’s in every Hostess product box Display the new product with a tag claiming “new!” Position the new Zinger in the front of the baked goods isle
a social media
STORM
Zinger’s Advertising