Marketing Communication Report: Nutri-Crisp Chips, US Market Analysis

This report focuses on the marketing communication strategy for Nutri-Crisp chips, a new snack product designed to appeal to both children and young adults in the US market. The report emphasizes the product's nutritional value, highlighting the addition of calcium and its brand name, 'Nutri-Crisp,' to emphasize its health benefits. It also explores the importance of the 'crisp' aspect to attract the target consumer. The report identifies key competitors like Lay's Oven Baked Potato Crisps, Terra Vegetable Chips, and Hershey’s Milk Chocolate Chips, and it includes a suggested logo for the product. The reference list provides supporting literature on brand management and brand-mark relationships.

Running head: MARKETING COMMUNICATION
Marketing Communication
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1MARKETING COMMUNICATION
Report:
The new product to be introduced in the market is the milk-flavoured chips product,
which will not only be tasty, attracting the attention of the kids and young teenagers, but also
rich in goodness of milk that will make them purchase-worthy for the parents. The product will
be introduced in the snack food industry of USA, and owing to its nutritional content, the product
will be named Nutri-Crisp. The brand name will help in reinforcing the goodness and nutritious
ingredients of the snack product, and will gain greater acceptance amongst the health-conscious
target audience. Usually, the chips are identified as the junk products, and this is why the brand
name Nutri-Crisp will help in emphasizing the nutritionally enriched content of the chips, that
will help it achieve product differentiation amongst the regular chip products in market. Each
chip product will be fortified with the goodness of calcium that will be beneficial for the health
of any consumer, and the use of ‘nutri’ in the brand name will put emphasis on the same. Again,
at the same time, a chips product consumer will not be looking after health and nutrition only,
and will want a crunchy product to munch on, as well. This is why, the word ‘crisp’ is also being
used in the brand name as well. Since the product will be introduced in the US market, it is
important to identify some of the chief competitors of Nutri-Crisp in the market, and Lay's Oven
Baked Potato Crisps, Terra Vegetable Chips and Hershey’s Milk Chocolate Chips have been
identified as the chief competitors here.

2MARKETING COMMUNICATION
Logo Suggested for Nutri-Crisp Chips:

3MARKETING COMMUNICATION
Reference List:
Bresciani, S., & Del Ponte, P. (2017). New brand logo design: customers’ preference for brand
name and icon. Journal of Brand Management, 1-16.
Klink, R. R., & Athaide, G. A. (2014). Examining the brand name–mark relationship in
emerging markets. Journal of Product & Brand Management, 23(4/5), 262-267.