Kapferer Brand Identity Prism of Grain Waves free essay sample

Kapferer Brand Identity Prism of Grain Waves [pic] 1. Introduction2 2. Brand Identity Prism of Grain Waves2 2. 1 Physique3 2. 2 Personality5 2. 3 Culture6 2. 4 Relationship7 2. 5 Reflection8 2. 6 Self image8 3. Conclusion and Recommendation9 Reference List10 Appendices11 1. Introduction Before Grain Waves launched in 2008, there had never been a wholegrain chip in Australia, the market was saturated with more traditional potato or corn based snacks. Market research confirmed there was a clear opportunity to develop a wholegrain snack for the health conscious consumer. ( The Grain Waves dream comes true on TV, 2010 ) So The Smiths Snackfood Company which was the leading player in Australian sweet and savoury snacks industry , accounting for 38% value share (see appendix 1), seized the moment and developed Grain Waves – a new, wholegrain snack that not only tasted good but was also better for consumers. Brand Identity Prism of Grain Waves According to Kapferer (2008), a brand identity prism has six underlying facets, including physique, personality, culture, relationship, reflection, and self-image. We will write a custom essay sample on Kapferer Brand Identity Prism of Grain Waves or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page These dimensions are classified into externalisation (physique, relationship, reflection) and internalisation (personality, culture, self-image). Figure 1 summarises the analysis of Grain Waves brand identity. [pic] Figure 1 : brand identity prism for Grain Waves 2. 1 Physique First of all, the Grain Waves defines itself as the irresistible whole grain chips. (Grain Waves, 2008) The definition has avoided the competition of a series of other whole grain snacks to a certain extent and kept the competitive advantage under the catalogues of chips. Secondly, according to Kapeferer(2008), the brand name is often revealing of the brands intentions. Grain Waves is obviously the case for brand names which are specifically chosen to convey their characteristics of the brand. With the word Grain refers to that it was made from corn, wheat and oats which 25% less fat than regular potato chips, (Grain Waves, 2008) and waves is the visual description of chips to indicate their product catalogue. Thirdly, visual appeal also play an important role when Grain Waves communicating value and distinguishing their brand from myriad of choices in the snack food market. Figure 23 illustrates the colors they used in their packaging, compare with other competitors, they make a more fresh and natural impression for consumers. Grain Waves Flavours | Colours used in packaging | |Original | C: 37 M: 1 Y: 3 K: 0 | |Sour cream chives | C: 26 M:3 Y :52 K: 0 | |Sweet Chilli | C: 15 M: 100 Y: 100 K: 5 | |Cheddar cheese | C: 1 M: 22 Y: 75 K: 0 | Figure 2: Colours used in Grain Waves different flavours [pic] [pic] Figure 3: Grain Waves and Lays 2. 2 Personality As Kapferef (2008) pointed out that, the easiest way of creating instant personality is to give the brand a spokesperson or a figurehead, whether real or symbolic. Grain Waves has created their image representative in their current commercial advertisement. (Figure 4) [pic] Figure 4: the character in Grain Waves commercial advertisement The creative idea was to dramatise the unexpectedness of a grain becoming a snack food, by telling the story of a young grain who dreamed that one day he had grow up to be a grain chip[1]. Its a story about sticking to your dreams, against tradition and the odds, until your dreams come true. ( The Grain Waves dream comes true on TV, 2010 ) Therefore, the brand personality which relevant to the young grain in the ads can be described as : fun, independent, persist, unique, self-confident and revolutionary/innovation-minded. The strong personality has brought benefit to Grain Waves. By the end of the initial launch phase, Grain Waves had achieved more than 8 per cent trial and enjoyed 25 per cent brand awareness. ( The Grain Waves dream comes true on TV, 2010) 2. 3 Culture There are two aspects should be taken into consideration. Firstly, Grain Waves is a kind of crunchy chips which are a predominant part of the snack food market in English-speaking countries and numerous other Western nations. (Michman Mazze, 1998) The Australias chips market generated total revenues of AU$605. 5 million in 2010 which dominate the snack food market. (see appendix 2) The snacking culture behind the consumption behaviour refers to the lifestyle, which is enjoyable of leisure time. People eat chips when they are holding party, watching TV or having a picnic. When choosing a snack, chips seem to be viewed as a deserved binge. (Michman Mazze, 1998) This has resulted in an expanding chips market. In addition, underlying consumer trends have continued to push the sweet and savoury snacks industry to invest in health-oriented lines. Ongoing growth in the incidence of obesity and overweight will threaten sales of sweet and savoury snacks during the forecast period. Euromonitor, 2010) There is likely to be ongoing negative publicity for the conventional potato chips industry, focusing on the high fat, calorie, flavouring and salt content. Therefore, the Grain Waves chips that stands for the healthier snack food should be deemed as a contemporary brand which keep pace with the times . 2. 4 Relationship The snack food industry is consumer-oriented and Grai n Waves shows a sensitivity to the needs of customers. On one hand, Grain Waves became the first in the chips industry to respond to the changing environment that emphasized consumer health concerns. The new formulation has 25% less fat than regular potato chips and one 18g serve of Grain Waves provides 1/3 of the daily suggested 48g daily target for whole grains as recommended. (Grain Waves, 2008) On the other hand, Grain Waves noticed that while consumers were interested in nutrition, taste is also an important concern. They took the big challenge and release four different flavours currently, in order to convert consumers’perceptions of whole grain snacks from â€Å"something bland† to â€Å"a tasty treat†. The Grain Waves dream comes true on TV, 2010 ) It is committed to helping customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating and lifestyles. 2. 5 Reflection Grain Waves tend to build a reflection with customers that they start to make healthier food choices, but dont want to overly restrictive about what they eat. They have a tendency as the macrobiotic diet[2] seekers which to be better educated and health conscious, their lifestyle and personality characteristics reflect self-assurance. Michman Mazze, 1998) While in the same time, they have no intention of giving away the enjoyable of their leisure time. They are seeking a balance between health and indulgence. 2. 6 Self image In buying Grain Waves chips, consumers inwardly picture themselves as I have a good diet , I concern with the quality of my leisure life , I always trying new things and have unique taste and wise choice , I am more mature than others cause i am paying more attention to the importance of healthy diet and an active life . Conclusion and Recommendation Base on the analysis from the above research, the conclusion can be drawn as follows : †¢ Generally speaking, Grain Waves perform an excellent conformability in the brand identity, the six facets are all interrelated and form a well-structured entity. †¢ Both the brand name and the package have conveyed their characteristics and values. However, many consumers complained that the price is set too high, they have no intention of paying more to the added value. [3] †¢ Grain Waves have developed a strong personality which different with other competitors, whereas it is hard to associate the personality with the snack food industry. Snack food sells quickly, and therefore there is a frequent need for replenishment. (Michman Mazze, 1998) Avoiding supermarket stock-outs should be the next issue to maintain the relationship with consumers. Reference List Euromonitor. (2010). Consumer lifestyles – Australia. Retrieved March 24th 2011 from Global Market Information Data base. Euromonitor. (2010). Sweet and Savoury Snacks in Australia. Retrieved March 24th 2011 from Euromonitor International. Grain Waves (2008), Home page, Retrieved March 28th 2011 from http://www. grainwaves. com. au. Kapferer, J. N. (2008). The new strategic brand management (4th ed. ). Kogan Page. Michman,R. D. , Mazze, E. M. (1998). The food industry wars : marketing triumphs and blunders. London: Greenwood Publishing Group, Inc. The Grain Waves dream comes true on TV, (2010). Retrieved March 24th 2011 from http://www. thinktv. com. au/media/Case_Studies/Grain_Waves_Case_Study. pdf Appendices Appendix 1 Sweet and Savoury Snacks Company Shares in AU 2005-2009 % retail value rsp, |Company | 2005 | 2006 | 2007 | 2008 | 2009 | |Smiths Snackfoods Co | 35. | 37. 2 | 38. 7 | 38. 0 | 37. 7 | |Snack Brands Australia | | | | 17. 1 | 16. 8 | |Sunbeam Foods Pty Ltd | 6. 1 | 6. 1 | 5. 9 | 5. 6 | 5. 5 | |Woolworths Ltd | 4. 4 | 4. 5 | 4. 6 | 4. 9 | 5. 2 | |Sakata Rice Snacks | 4. 6 | 4. 6 | 4. 6 | 4. 6 | 4. | |San Remo Macaroni Co | 2. 0 | 2. 0 | 2. 1 | 2. 1 | 2. 2 | |Procter Gamble | 1. 9 | 1. 8 | 1. 7 | 1. 7 | 1. 7 | |Select Harvest Ltd | 1. 0 | 1. 0 | 1. 0 | 0. 9 | 1. 1 | |Food Holdings Pty Ltd | | 0. 9 | 1. 0 | 0. 9 | 0. 9 | |Greens General Foods | 0. | 0. 8 | 0. 8 | 0. 8 | 0. 8 | |Nestle Australia Ltd | | 0. 8 | 0. 9 | 0. 8 | 0. 8 | |Link Snacks Inc | 0. 3 | 0. 4 | 0. 5 | 0. 6 | 0. 7 | |Sanitarium Health Food | 0. 8 | 0. 7 | 0. 7 | 0. 7 | 0. 7 | |The Fresh Food Industries | 0. 9 | 0. 8 | 0. 8 | 0. 8 | 0. | |AAB Holdings Pty Ltd | 0. 6 | 0. 6 | 0. 7 | 0. 6 | 0. 6 | |Superpop Pty Ltd | 0. 3 | 0. 3 | 0. 3 | 0. 3 | 0. 3 | |Amorenuts Australia Pty | 0. 2 | 0. 2 | 0. 3 | 0. 3 | 0. 2 | |Billabong Jerky | 0. 0 | 0. 1 | 0. 1 | 0. 1 | 0. 1 | |Arnott’s Snackfoods | 19. 6 | 18. 1 | 17. | | | |Manassen Foods Ltd | 0. 9 | | | | | |Uncle Tobys Co Pty | 0. 8 | | | | | |ThevChrystal Co | 0. 2 | 0. 2 | | | | |Macfarms of Hawaii Inc | 0. 2 | 0. 2 | | | | |Cadbury Schweppes | 0. 1 | 0. | | | | |Other Private Label | 7. 9 | 8. 0 | 8. 1 | 8. 6 | 8. 8 | |Others | 10. 8 | 10. 8 | 10. 2 | 10. 5 | 10. 6 | Sources: Euromonitor International, 2010 Appendix 2 Sales of Sweet and Savoury Snacks by C ategory in AU: Value 2005-2010 |AU$ million |2005 |2006 |2007 |2008 |2009 |2010 | |Chips/Crisps |468. |489. 1 |513. 5 |557. 2 |579. 4 |605. 5 | |Extruded Snacks |253. 7 |265. 9 |277. 8 |304. 2 |322. 5 |338. 6 | |Fruit Snacks |110. 3 |114. 7 |118. 1 |122. 2 |126. 8 |131. 8 | |Nuts |188. 9 |204. 9 |224. 4 |246. 9 |267. 8 |289. 7 | |Popcorn |38. |40. 7 |43. 5 |45. 7 |47. 4 |50. 3 | |Pretzels |39. 4 |40. 7 |42. 2 |40. 5 |39. 7 |39. 9 | |Tortilla/Corn Chips |91. 5 |93. 6 |96. 0 |106. 0 |111. 9 |116. 9 | |Other Sweet and Savoury |3. 9 |5. 9 |7. 6 |11. 0 |13. 2 |15. 0 | Sources: Euromonitor International, 2010 - [1] The full version of this advertisement can be found at : http://www. youtube. com/watch? v=AqI9gAbncpkfeature=player_embedded [2] A macrobiotic diet (or macrobiotics), from macro (large) and bios (life), is a dietary regimen which involves eating grains as a staple food supplemented with other foodstuffs such as vegetables and beans. [3] Grain Waves Facebook group , make grain waves cheaper or fill the packet http://www. facebook. com/pages/Make-Grain-Waves-Cheaper-or-Fill-the-Packet/126577742531

HIV Testing paper essays

HIV Testing paper essays Mandatory HIV Testing: Wasteful or Worthwhile? Human Immunodeficiency Virus, more commonly known as HIV is a disease that leaves a person receptive to life-threatening infections. It attacks the immune system. There are two types of HIV: HIV-1 and HIV-2. HIV-1 is the basic cause of AIDS worldwide, while HIV-2 is found in West Africa. HIV infection occurs when a person comes in contact with an infected persons bodily fluids, including semen, blood, vaginal secretions, and breast milk. The main ways a person could become infected with HIV is sexual relations with an infected person, pricking of a hypodermic needle that an infected person has used, or a mother transferring it to her child through birth or breast-feeding (Human). HIV testing should not be mandatory because of how few people are infected, an infected persons rights, and discrimination. There are very few people infected with HIV in the world. In 2000, only 36,100,000 people were infected worldwide while the number of people worldwide is in the billions. Only 920 thousand people in North America are infected with HIV (Agence France-Presse). The mast majority of people who ask for HIV testing to be done are usually at the lowest risk for HIV. They ask for the tests because of fear and guilt. Many people believe that if they pay for test themselves, it does not increase HealthCare costs. Even if you do pay for the tests yourself, it ultimately does increase HealthCare costs. This is because tests are done unnecessarily, it costs more for the lab to extra money to hire and train staff to do those tests and purchase additional equipment. Insurance companies will not usually pay for these tests when they are unessential. Testing should only be done when there is a clinical need for the tests. Many times people are tested when they have been around a person who is known to be infected or if they are having symptoms that ...

Kathryn Bigelow Movie Review Example | Topics and Well Written Essays - 1000 words

Kathryn Bigelow - Movie Review Example The first film, titled â€Å"The Loveless†, was directed in 1982 proved to be a debutorial success few others have achieved in their careers. Further along her career, she continued to produce box office hits. She directed and produced blockbusters including ‘Blue Steel’, of 1989, ‘Hurt Locker’ 2008, and her most recent movie, which she produced and directed, ‘Zero Dark Thirty†, 2012. All three movies will be discussed within this paper. Sean Redmond and Deborah Jermyn in the book â€Å"The Cinema of Kathryn Bigelow Hollywood Transgressor† have mentioned that Kathryn Bigelow is an auteur, meaning she has a distinct style, which reflects in her movies. Despite the fact that some critics claim that Bigelow does not have a distinct style owing to the fact that she has produced and directed a wide range of movies. They claim that Bigelow’s expertise lies in the fact that she refuses to be categorized. However, even so, this is true about Bigelow’s movies that they are mostly feminist, supporting the women strength. For instance, in the movie Blue Steel, released in 1989, the main character is a female. Played by James Lee Curtis, the character of Megan Turner is that of a rookie cop, who kills a criminal on her first night on duty. Things don’t go as smooth after that since she gets suspended by her superiors because of lack of evidence in her favor, and is accused of murder. Later in the movi e, when she gets her badge back for a spcial case, she bravely struggles, and at last successfully brings the criminal, her own ex-boyfriend, Eugene Hunt (Ron Silver) to justice, with a lot of hard work. In this film, Bigelow shows Megan as a very strong female, a very determinant police officer, reflecting Bigelow’s own feminist views. Megan’s character defies the ordinary and takes assertive decisions that go against the traditional view of femininity. Being a strong supporter of female independence, Bigelow’s personal views do indeed come out in the movie Blue Steel. This depiction of strong females and a reversal of gender roles is not merely a coincidence restricted to Blue Steel. Kathryn Bigelow’s latest movie, Zero Dark Thirty hit the box office in 2012. Turning out to be an amazing hit, the movie not only became very popular, but also served to reflect the Feminist views of its Producer/Director – Kathryn Bigelow, to a great extent. Zero Dark Thirty is a brilliantly directed fictionalized account about the search for Osama bin Laden, that started since the fateful attack of 9/11 on the World Trade Center in New York – an event that c hanged the lives of many. The movie revolves around the very same incident. Although the film is about three Central intelligence agency officers working together, the director Bigelow only shows one character very closely, who is Maya (Jessica Chastain), a female. Putting the female character in the lead role speaks of Bigelow’s determinacy to see women in a league apart and above that of men. In the film, Maya helps carry out cruel and violent interrogations of detainees – in a manner unlike that of a lady. She is a very strong and powerful character. According to Kathryn Bigelow’s own words, â€Å"the Film is obviously about a woman†. These words were spoken in a speech that has been hailed by critics as one of an overtly feminist view,