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ActivChips

ActivChips. By: Jordan, Louis, Robert, Tyrell, Seth. Product Description. ActivChips is a product of a novel technology called NSSL (Nano-sized self-assembled structured liquids) Technology is a development of minute compressed micelles, which are called nanodrops.

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ActivChips

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  1. ActivChips By: Jordan, Louis, Robert, Tyrell, Seth

  2. Product Description • ActivChips is a product of a novel technology called NSSL (Nano-sized self-assembled structured liquids) • Technology is a development of minute compressed micelles, which are called nanodrops. • Minute micelles serve as a liquid carrier, which allows penetration of healthy components (such as vitamins, minerals and phytochemicals) that are insoluble in water or fats.

  3. Product Description (contd.) • The micelles are added to the food product, and pass through the digestive system effectively, without sinking or breaking up, to the absorption site. • The minute micelles carry the phytosterols to the large micelles that the body produces from the bile acid • The phytosterols enter the micelle, thereby inhibiting transportation of cholesterol from the digestive system into the bloodstream. • This advanced technology is unique to MNFC and is under a US Patent.

  4. Points of Difference • ActivChips have characteristics that make it superior to competitive substitutes. • Frito-Lay has claimed a long standing commitment to health and wellness. • However, in addition to: • Weight Management, • Positive Nutrition, and • Better Oils Strategy of Frito-Lay, • ActivChips uses nanotechnology and nanocomposites to create active, intelligent food which is therapeutic by design.

  5. Positioning • ActivChips is a new intelligent and functional food. • It has no trans-fat, therapeutically lowers cholesterol. • It has been described by consumers as crispier, tastier and more attractive than other chips on the market. • ActivChips is to be positioned as a new snack with marketing, packaging and advertising concentrating on its functional properties.

  6. Packaging • Emphasize healthy image

  7. Promotion • Free Publicity • New cholesterol-reducing technology • First-to-Market • Sunday Newspaper Inserts • Upon product launch • Induce consumers to try product • Sponsor Sporting Events • Focus on marathons • Free logoed promotional items • Use athlete as spokesperson • All Advertising will Focus on Creating Healthy Image

  8. Distribution • Through Food Distributor • Buys our ActivChips • Warehouses it • Resells and Delivers on store-by-store basis: • Grocery retailers/Health food stores • Cub Foods • Kroger • GNC • Minnesota Foods will let our Distributor control physical distribution aspects of ActivChips.

  9. Price

  10. Market Segmentation • Variables: • Demographics: • Age: 30+ • Both male and female • Geographic Segmentation: • Average to higher income • A Social grade of C2 or higher • Average and higher end groceries

  11. Market Segmentation • Mediagraphic Segmentation: • Read the Paper, Radio, TV • Behavioral Segmentation: • Aware and Informed consumers • Heavy and medium users • Consumers that want quality, status, service, and value-for the money • Medium to total loyalty status to product • 37.13% or 101 million people in USA have high cholesterol http://www.wrongdiagnosis.com/c/cholesterol/prevalence.htm

  12. Segmentation Target Market • Healthy • 30+ age group • New product buyers • Active/sports • Target market run off • “feel good” snack

  13. Thank You

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