Keto Chips Marketing Mix

This article discusses the marketing mix for Keto chips, including product, place, promotion, and price. It also explores the target market of college students and loyalty programs.

Running head: KETO CHIPS MARKETING MIX
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Keto chips marketing mix
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Introduction
Keto chips
New Zealand potato chips are famous in the domestic and foreign market with its best
quality, authenticity and safety. The potato chips markets of New Zealand are on the rise. The
proposed project comprises setting up Keto chips industry in New Zealand. A Keto chips is a
baked thin slice of potato or deep fried that is generally served as side dish, appetisers or snack.
Even though individuals have become more attentive when it comes on the health issue, potato
chips are in badly needed mainly for women who are on diet and less fat and oil for users
(Clelland, Cushman & Hawkins, 2013).
In New Zealand, there is a competition in snack food markets from many suppliers such
as Profile, Lay's, Mexican Foods, Progressive, Bluebird and Foodstuffs. Even though people
currently pay more attention to health matters, snacks are still their favourite foods. The New
Zealand potato chips target young adults and children and college students. The most household
with kids under the age of 16 living is more likely than those without children to have bought
snack foods, particularly potato chips with the best flavours, tastes, crispy which are elements
that attract young individuals and kids. With plentiful fresh potatoes and raw material, and
favourable venture in New Zealand, novel entrants can penetrate this potato chips market with
less risk (Ferrar, Olds, Maher & Maddison, 2013).
Increased health consciousness and specific food for the past years has led to the growth
of organic and premium types of fresh food. The health trends are projected to continue to gain
momentum among the consumers and increase in demand for fresh food in the long term. The
total volume sales in raw food are expected to improve marginally with retailer sales driving
total growth over the forecast period (Schrijvers, McNaughton, Beck & Kruger, 2016). Keto
chips will be nutritious and traditionally made chips that will assist in the digestion process and
prevents respiratory illness. The products contain fragments of Calamansi tree scientifically
known as Citrfortunella Microcarpa, and its pulp will be used as primary additives as syrup. The
alkalizing effect of the Calamansi assists in blood circulation. The Keto chips products are
natural since there is no addition of preservatives. More importantly, is that the product does not
contain cholesterol and helps in lowering high blood pressure. The company came up with a new

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product that suits the taste of its customer and made innovation to attract more attention. Keto
chips will make up of cheddar cheese, sea salt, onion powder garlic, and chilli powder, cumin
and paprika, and Calamansi syrup.
Analysis
The 4 P’s
Theory of 4P’s
The notion of the marketing mix is control of all elements of the marketing plan rounds the
psychology, desires and habits of the target market. The orientation deliberates as it applies to
the concepts of the "4P's". The initial P is the product which takes account of features, design
and rivals (Christopher, Payne & Ballantyne, 2013). The second p is the price which is the
elements which can be adjusted to control the demand to drive the market share and determine
the returns for the company. The third P' is promotion which seeks to discover which media
house to engage so that individuals can be aware of the merchandise’s benefits and which
taglines, logos and slogans which will resonate with the target customers. The fourth P is the
place or placement which determines how and where the potential users can get the product.
Some individuals would prefer personal services from an experienced salesperson. Young
people would prefer to browse, purchase and pay online (Bowie, Buttle, Brookes & Mariussen,
2016).
Application of the 4 P’s
Product
The company offers a wide variety of Keto chips. A wide variety of company’s products
complements each product and thus provides a customer with diversity. The company will have
to increase the range and quality of the products to cover a large market segment. The customers
will have hitches with a pronunciation of the product's name. However, the unpopular name is of
great importance as it is unique and will communicate the benefits the products offer to the users.
The name Keto chips give a memorable and highly differentiated name, allowing for incredible
branding capabilities. Thus, the unique name provides for immediate brand recognition as no
other name mimics the brand.
Place/placement

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The company will have distribution centres to deliver to the retail stores across New Zealand.
The company has different distribution plants located in various places which reveal a
geographically intensive approach. Customers can buy the products from retail or the
wholesalers. Additionally, the company offers online orders from the users through firm store
locator, where the users can find the open retailer (Strauss, Frost & Sinha, 2014). The company
intends to include more colleges and universities to its retail intermediate to boost Keto chips
products. Additionally, the firm will start to offer the new product to grocery marts, college
campus stores, and restaurant in the streets. The product will be more available to the customer
during the weekend and summertime as the major targets are college students.
Promotion
The company will use event sponsorship, in-store sales promotions, interactive internet programs
such as Facebook and press release (Grant 2016). The development aims to inform, persuade,
educate and remind the customers about the new products in the market. The company is in a
position to measure the effectiveness of the promotion by evaluating the sales volume before and
after development.
Price
The company’s valuation must reflect the expenses of the college’s students and young children
due to the targeted demographic. The best and appropriate method to access the market is to use
a price penetration strategy. College student's category fits into a susceptible market segment.
Due to the company's high demand, low cost of production and widespread distribution, the
pricing objective should best meet volume goals. The firm will price the new products lower,
opting for smaller profits margins while pursuing high sales volumes. The prices reflect
affordable and reasonable for the target market as shown below.
The table below shows the price-size distribution of Keto chips.
200grams sachet $1.99
300grams sachet $2.99
500 grams sachet $4.49
1kilogram sachet $7.99

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Marketing Mix theory
Product: the merchandise ought to fit what users want it for, and it should be what they are
projecting to get.
Place; the produce should be accessible from an area where the target user finds it modest to buy.
It can either through the mail order, high street or through online or e-commerce (Strauss, Frost
& Sinha, 2014).
Price; the item should generally be taken as representing the best value for user's money. It does
not mean that the good should be available cheaply. One of the critical doctrines of the
marketing model is that users are generally happy to pay less for something that works well for
them (Išoraitė, 2016).
Promotion: it either comprises personal selling, sales promotion, public relations and advertising.
It is worth noting social media is an essential communication approach for any firm. The above
tactics ought to be employed across the company's message to the suitable customers in style
they would like to hear, whether appealing or informative to their feelings.
In the marketing mix, there are extended P’s in the existing 4P’s. Therefore, the fifth p is people.
All firms depend on the person who operates them from the managing director to the front line
personnel. Having suitable individuals is essential as they much part of business offering as the
products or services. The sixth P is the processes. The service provisions usually are performed
with the user present. So how the services are offered is also part of what the user is paying. The
final P is physical evidence. Almost all the provision comprises some physical aspects even if
the quantity of what the user is paying for is intangible (Kotler & Armstrong, 2015).
Marketing mix
The objective of a company is to provide a quality product and avoid anything detrimental to the
consumer’s health. The firm goals are to increase the promotion and distribution and maintain
price. The objectives are based on creating a customer's loyalty and good relationship while
promoting the company's sales and profits.
Product
The company offers a wide variety of Keto chips. A wide variety of company’s products
complements each product and thus provides a customer with diversity. The company will have

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to increase the range and quality of the products to cover a large market segment. The customers
will have hitches with the pronunciation of the product's name. The name Keto chips give a
memorable and highly differentiated name, allowing for incredible branding capabilities.
Place/placement
The company offers online orders from the users through firm store locator, where the users can
find the open retailer (Strauss, Frost & Sinha, 2014). Additionally, the firm will start to offer the
new product to grocery marts, college campus stores, and restaurant in the streets. The product
will be more available to the customer during the weekend and summertime as the major targets
are college students.
Promotion
The company will use event sponsorship, in-store sales promotions, interactive internet programs
such as Facebook and press release (Grant 2016). The messages the company delivers to the
customers will attract attention and address the user’s needs. The promotion aim will be to
inform, persuade, educate and remind the customers about the new products in the market. The
company is in a position to measure the effectiveness of the promotion by evaluating the sales
volume before and after development.
Price
The best and appropriate method to access the market is to use a price penetration strategy.
College student's category fits into a susceptible market segment. Due to the company's high
demand, low cost of production and widespread distribution, the pricing objective should best
meet volume goals.
Theory of Target Markets
Targeting denotes the routine of choosing a particular class of people to which one wants to
promote the company's product and services. It comprises identifying the overall characteristics
of potential purchasers share. Targeting assists one to capture part of the market that competitors
are not pursuing (Khan, 2014). A primary target market is the portion of a market business

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believes it the best opportunity to vend. A prime target market may not be necessarily the most
significant portion of a market.
Application of Primary Target Market
From a broad perspective, the company campaign’s general target markets are college students,
children, young persons and women and girls on a diet. For effective marketing, it is vital to
segment the market upon demographics, psychographics and product positioning (Grant 2016).
The company intends to create a consistent product position among college students across the
country.
Demographics
The geographic company’s campaign will be targeting is the locations with many colleges and
universities that allows for year-round outdoor activities. The company will be able to play a
stereotypical college life of partying activities. Maintaining a balanced diet for college students is
a challenge.
Psychographics
The marketing will target college students that maintain an active lifestyle, especially ones that
enjoy partying. On the side of lifestyle, the campaign will focus the student that live on the edge
and are not afraid to go out on weekends.
Loyalty Programmes
Theory of Loyalty Programmes
The term “loyalty program” encompasses a variety of marketing creativities, including reward
cards, gifts and devoted backing contacts, and other techniques that actively impacts users’
outlooks and behaviours towards the trademark (Kotler, Burton, Deans, Brown & Armstrong,
2015). User loyalty marketing is a key segment of marketing concepts and is reflected as one of
the value proposition that a marketer can provide a potential consumer. Loyalty marketing
programs employ gifts, rewards, special offers and cash back to entice users to purchase the
products or services. One of the commonly used soft gains is a discount available only to
members, after reaching certain spending levels. Loyalty marketing programs assist the business

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focus on their marketing efforts by gathering info on users’ shopping fashions (Lovelock &
Patterson, 2015).
Application of Loyalty Programmes
The Keto chips will provide fully personalised digital experiences, with customised suggestions,
recipes and tips delivered to specific consumers based on their stored figures. Everything from
the design and colour to the content of a website or app will be personalised for the memorable
customer experience. The personalisation gives brands greater insight into the consumer
behaviours, allowing for better business intelligence and more accurate forecasting. The
fundamental to get personalised products is customer data. The brand can use social activity,
app use, geolocation and purchase data to personalise every phase correctly. The company will
be able to play a stereotypical college life of partying activities. The company will give the
rewards, gifts, and free shopping to the loyal customer through a lottery system.

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