Famous Amos Case Analysis

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Lastly, promoting the product will be how Chip and Cookie will effectively communicate information about their product to consumers. They will need to focus on making sure the brand gains awareness through the use of the other three Ps. Chip and Cookie should position their product in a way so as to influence customers to choose their product over Famous Amos. They also need to promote the fact that they are the distributors of the original cookie and that the only thing that has changed is the name on the package.

When it comes to advertising the Chip and Cookie brand, it will be essential to develop an advertising strategy based off of the marketing objectives. In relation to advertising the product, Chip and Cookie should use various platforms such as billboards, social media, and television. By doing viral films, commercial, and physical outdoor advertisements, the company would gain a lot of recognition in the snack industry and would bring awareness to the brand. In order to achieve the level of success they are hoping to get from this strategy, a large portion of the advertising budget would need to be spent on creating brand awareness and putting a face, or a cookie, to the name.

Pricing would also play a large part in recapturing brand loyalty and generating revenue. As a smaller company, Chip and Cookie would need to charge a higher price for their goods. From an advertising standpoint, an objective would be to make sure all of the ads pertaining to the product show why the price is higher than that of competitors. For example, they could produce a viral film for social media that showed consumers how the cookies are made and placed an emphasis on the quality. A tag line could be something along the lines of “why pay for less when you can have the best.” While this line would need a lot more thought going in to it, advertising the strong points of the Chip and Cookie products would be an important object for the strategy in order for the company to generate more revenue and increase sales regardless of pricing.

Placement is vital to the success of the advertising strategy. With there being so many cookie companies on the market, Chip and Cookie would have to develop a strategy to set their brand apart from the competition and placement would be the way to do it. In this advertising plan, all of the ads should be placed where they are honing in on children and people who love sweets, but make sure to target the parents and other cookie connoisseurs. By using traditional media such as television and billboards, the advertising strategy would reach a large audience and would be visible to all levels of the target audience the company wants to reach.

Lastly, Chip and Cookie should focus their advertising strategy strictly around promotion for the first six months of the campaign. Being that the focus of the campaign is to increase awareness and regain brand loyalty, the company needs to use at least half of their advertising budget on promotion. For this portion of the campaign, Chip and Cookie should create coupons, place ads in newspapers and magazines, position their products close to schools, and dive heavily into the world of online advertising. They could promote the product using online contests, handing out samples, and even setting up small stands at various events that are centered around food, such as cook offs and state fairs.

The objectives of the marketing and advertising strategies should focus on building a story around the Chip and Cookie brand, their products, and their beliefs. By using the “four Ps” in the marketing and advertising strategies, Chip and Cookie is ensuring that all parts of their story come together and attracts the right kind of consumer. With so many resources being available today, the company can utilize the marketing mix to not only generate revenue and sales, but to also recapture the brand loyalty they once had under another brand name.

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