Master Chips Media Plan
Decembere 24.2020-2021
BACKGROUND:
- Daher Foods is a Lebanese food company producing and marketing the hugely popular Master brand as well as high quality fresh fruits and vegetables.
- Daher Foods also operates one of the largest direct distribution networks in the Middle East reaching more than 22,000 points of sale on a monthly basis in Lebanon alone.
- Daher Foods was founded in 1992 and has since grown substantially. Today we operate some of the largest and state-of-the-art production facilities and direct distribution networks in the region, with a team of farmers, packers, processors and employees who pledge to consistently provide the highest quality products to consumers everywhere.
- With a belief that the natural potato chips market was poised to grow, Daher Foods expanded its potato chips operation in Lebanon.
- Daher Foods celebrates its 10-year anniversary, with its Master brand becoming the #1 salty snacks brand in the Levant.
- Daher Foods rebrands itself and all of its sub-brands to cater to a more modern consumer base.
- Daher Foods launches two new product ranges, Master Pops, a 70% less fat product catering to a more health conscious consumer and Master Kettle Cooked, a premium potato chips product.
- Daher Foods introduced its nuts product under the Master Brand, a natural expansion for the Brand in the salty snacks category. Master Nuts are made with high-quality raw material and unparalleled roasting methods in a cutting-edge factory.
- After having conquered the Salty Snack category, Daher Foods has now launched Mastro, a Sweet Snacks, 100% Lebanese Brand, produced in the heart of the Beqaa. Mastro offers consumers 4 different sweet snack products: Biscou Marie, Mastro Digestive, Choc-olé, and Mastro Wafer. Mastro biscuits are produced in a state-of-the-art plant with a firm belief in the Lebanese production industry’s ingenuity and capabilities!
*First of all we carried out we carried out situation analysis in order to understood problem. In this we identify our competitors and their strategy for example Master chips carried out competitor analysis and find out various strategy adopted by other chips companies e.g. lays, uncle chips, Fun pop, oho yes .
* After situation analysis Master company found that customer wants a new taste in chips and needed a change in strategic direction. Management responded to the increase its manufacturing plants offshore and by introducing a new taste of chips in the market.
*Under situation analysis we also analyze financial position of company.
IMC objective :
There are various IMC objective set by Master company after situation analysis in order to accomplish their goal. Some of objective are as follow:
- To Increase sale by 50% in six month
- To Increase brand awareness
- To Increase customer loyalty
- To Increase desire of customer
- To Increase repeat purchase
- To measure customer satisfaction
- To create relationship with customer on personal level
- To control and observe public opinion
- To receive feedback from customer on regular basis
Media objectives state the impact that you expect to have on an audience in terms of reach and frequency. Objectives must meet the following criteria:
- Measurability
- Quantifiability
- Realism
- time-specificity
Master - Potato chips French cheese
Serving Size :
554Cal40%55gCarbs56%34gFat4%6gProtein
Daily Goals
How does this food fit into your daily goals?
Fitness Goals :
Nutritional Info
Percentages are based on a diet of 2000 calories a day.
Activity Needed to Burn:
554 calories
1.4Hours of Cycling
56Minutes of Running
3.4Hours of CleaningMaster Chips New, the old fashioned way:
Master Brand:
1-Food Safety Policy:
We, at Master Chips – a Fast Moving Consumer Goods company, produce ready-to-eat salted snacks including:
A- Fried potato chips, tortilla chips, and other snacks made out from different starches like potato and corn and manufactured through extrusion, frying, baking, and popping processes.
B- Roasted, fried nuts and mixed nuts manufactured through air roasting, traditional roasting and frying processes.
2-Kettle Sriracha Launch
Always following up on food trends, Daher Foods introduces the new “Master Kettle Sriracha” flavor to its Master Kettle Cooked range.
With a tang pleasing spicy food lovers and non-spicy lovers alike, the balanced taste of the new Kettle Cooked Sriracha is sure to please everyone!
Daher Foods is now introducing Nuts, a new salty-snack addition to its Master range of products. Procuring top of the line quality raw material and manufacturing with the highest of quality and taste standards in our cutting-edge factory, these new Nuts by Master will surely satisfy everybody’s craving for great crunchy nuts!
With a communication message inviting consumers to “Experience the Difference” or “جرب الفرق”, the brand offers 4 different 240g packs of mixed nuts and 26 packs of single type nuts, which are smaller in size.
- Daher Foods is excited to share the launch of its new product, Toasties, baked bread bites.
- Toasties come in 2 flavors, Olive & Oregano, and Tomato & Herbs. These baked bread bites are light on calories and perfectly baked for that crunchy sensation everyone loves!
- Toasties are a great go-to healthy snack on their own but they can taste even better with dips.
Following the launch of The Indian and Mexican Flavors, Daher Foods continues to introduce new flavors to the Lebanese market.
Daher Foods has recently added to its range the Master Thai Sweet Chili as a limited time offer.
Daher Foods’ new Pack is made with the finest quality of Potato combined with a Spicy Thai, that is so nicely addictive, makes you want to eat more and more.
The packaging of the Thai Sweet Chili flavor features the purple color, the Thai flag, traditional Chada headdress and the Sweet Chili Sauce. The package clearly reflects Thailand’s famous specialties.
The launch was supported by a social media campaign, under the “Brom El Aalam” tagline.
Daher Foods Introduces for a “Limited Time Only” Two New Flavors: The Master Indian Biryani and the Master Mexican Pico De Gallo.
Daher Foods’ new Packs are made with the finest quality of Potato, rich in flavors and have the freshest taste that will leave the Chips Lovers’ taste buds feeling truly satisfied.
The packaging of Indian flavor features the yellow color, the Indian flag, traditional turban headdress and the Biryani dish. Whereas the packaging of the Mexican Flavor features the red color, the Mexican flag, traditional Sombrero, and the Pico De Gallo dish. Both packages convey both countries specialties.
The launch was supported by a simple social media campaign, under “Brom El Aalam” tagline, and focus on On-Point-Sale.
Daher Foods has recently released a new Special Pack for this holy season;
The Ramadan Special Pack, family sized, unflavored and unsalted, and for a limited time only.
Done with the old fashioned way, using the finest quality of potato, and keeping its fresh taste.
The packaging features a silver and purple color to convey the Ramadan Mood.
The launch was supported with a simple social media campaign, and focus on On-Point-Sale.
Lebanon: Potato Chips amount 2011- 2020
- Been in market for 90+ years with almost continuous growth
- Commitment to quality and unbroken line of family management key to success
- Potato chips command strong consumer loyalty
- Salty snack food industry highly competitive
- Family-owned & operated may be preventing UTZ towards next level steps
- Lack of distributions in Midwest & West to low brand awarness in those regions
- Zappe Acquisition could provide new distribution opportunities in west
- R&D to modify existing recipes and create new health conscious products
- Increase online sales of products
- Consumers moving toward healthier snack options like hummus, carrots
- Constant media scrutiny regarding potato chips and weight gain
- Frito-Master dominates the market place for potato chips
According to the sources, MASTER huge portion of customers are resllers i.e. retailers and wholesalers, who then finally send the product to the final consumer. Company’s main idea is to sell the product to large retailers/retail chains and via wholesalers to smaller retail units.
Initially. MASTER CHIPS targeted High schools, as they were aware of the rising popularity of Frito MASTER'S growth in lebanon. It’s main target market is children and young audiences catering to different sectors (Sports, cinema, entertainment etc). They use a ‘Mass Marketing’ approach to increase their market share, thus providing easy availability of product amongst the masses. It’s major distribution is among the teens.
To cater to more indiviual and customized needs of its customers, it has come up with a variety of different flavours, including ‘baked’ chips too for health conscious people.
STRATEGIES:
- Never compromise on quality:
-Unique and difficult to copy value chain.
-Gives us a competitive advantage
- Delight our consumers’ every day:
-Involving local and international experts.
-Success on how good our products taste
- Making informed decisions:
- Based on facts not on opinions.
-Assess risk as accurately as possible.
Master Chips:
- Winning hearts and taste buds since the first bag was sold in 1992.
- Available in over 20 different varieties:
-Satisfying different tastes across markets.
- Aiming to create new production facilities to target even more people in this growing category.
- Categories:
-Natural Master Chips
-Buffies Master Chips
-Sitos Master Chips
Quality Assurance:
- Adopts the most stringent quality assurance policy whose goals are:
-Ensure a consistent product quality.
-Meet customer expectations.
-Ensure a continual improvement of the system.
- Achieved by:
-Staff training
-Equipping the most advanced and sophisticated equipment.
-Reviewing the market(customer’s feedback and complaints)
- Executing research and development studies
Food safety:
- Protecting consumers by selling safe and wholesome food.
- Certified since 2008
- Safety management system is ISO 22000:2005
- Successfully renewed in 2011
Packaging and labeling:
- Relevant info is labeled on the back of each product such as:
- ingredients
-Allergens
- Nutrition Facts
-Storage conditions
Quality control test:
- Quality control tests are done by:
-Highly skilled and competent members
-Using advanced equipment
-Testing methods
-On-line measuring equipment to ensure a continuous control of the process
Market Penetration:
- Introduce two new flavors:
-Pork Master Chips
-Chicken with a slight Baiju taste
- Advertisement:
-Work on an image were Master Chips is served with China’s most popular drinks .
-Distribute samples.
-Teaming up with restaurants to serve our products.
-Food Stands.
-Social media.
-Flavor Competition
Market Penetration:
- New packaging targeted for the higher class, with a design of the Great Wall of China.
- With each Shanghai Beer bought, a free sample of Master Chips will be given.
Culture:
- Worlds largest population 1.34 billion
- Food centered.
- Food stands around every corner.
- Notable cuisine
- Potato chips are popular
- Collectivist culture
Statistics and Research
- In sixty meals in a month either vegetarian or non veg. dishes at least 40 meals are consumed with dishes containing potatoes
- Around 6-8 tons of Chips are consumed daily
- Consumption of around 180- 240 tons of Potato Chips per month
- For production of 1 kg of Chips, 4 kgs of fresh potatoes are required.
- The monthly requirement of fresh potatoes tubers would be approximately 720-960 tons.
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