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Clow, K. E., & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications (7th ed.). Pearson Education, Inc.

K., W., J., P., N., & B. (n.d.). DATA MINING: A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS. Retrieved from http://ageconsearch.umn.edu/record/14335?ln=en
What is Facebook Marketing? - Quora. (n.d.). Retrieved from https://www.quora.com/What-is-Facebook-Marketing-1

Roberts, C. (2017, May 4). Is Popcorn the Perfect Healthy Snack? Retrieved from https://www.consumerreports.org/healthy-snacks/is-popcorn-the-perfect-healthy-snack/

Sparks, B. (2017, May 5). Trail Mixes are More Popular Than Ever | Produce Business Magazine. Retrieved from https://www.producebusiness.com/trail-mixes-popular-ever/

3 Effective Ways to Use Product Placement on YouTube. (n.d.). Retrieved from https://brand24.com/blog/youtube-product-placement/

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Because our product is focused on lifestyle similarities and like-minded day to day activity, data base marketing and direct responses is key to our products success. Baked or Burnt chips are advertised to those who live by a healthy diet and an active lifestyle living in the middle to upper class. We want to become noticed by younger adults and mothers’, so we have a specific demographics and psychographics.

Our product will be placed in local grocery stores and upper-class gas stations, so we can use these retail locations to start data mining in order to observe the competition and consumer habits. This will prepare us for future promotional offer possibilities ." Among the key areas where data mining can produce new knowledge is the segmentation of customer data bases according to demographics, buying patterns, geographics, attitudes, and other variables" (A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS). In doing this we will then create consumer profiles which will enable us to send coupons and promotions through the mail and emails based on their purchase history. Using CACI report will give us the most accurate description of the market penetration and what the trend and preferences are while assisting us in a stronger consumer profile. This profile will help distinguish our demographics and psycho-graphics in the local area, making our product more accessible to our consumers. "  Each of the customer profiles is described with respect to the underlying demographics and income. Consumer shopping segments cut across most demographic groups but are somewhat correlated with income " (A SEGMENTATION ANALYSIS OF U.S. GROCERY SHOPPERS ).

For the direct response approach our most basic strategy will be to offer promotions in local grocery store newspapers. They will receive their weekly deals grocery store catalog with our product appearing several times throughout the catalog. This will be subtle and low pressure marketing tactic which will assist in brand recognition due to our reoccurring product and the excitable packaging.  As for the mass media direction, we will focus mainly on television advertisements and newspapers. The commercials will appear on popular channels that fall under our demographic profile. Children’s shows, cooking channels, sports broadcasting programs, and Lifestyle and other similar programs. This can guarantee our product’s recurring appearance in the line of sight of our demographics and psychographics.

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Strengths

Lifestyle Marketing

Appealing to Healthy Lifestyles

Unique Product Assortment

Social Media Presence

Weaknesses

Limited Product Assortment

Higher Production Cost

Low Product Awareness

Opportunities

Expansion into fitness centers

Increase product assortment

Growing lifestyle market

Show how healthy options can still taste good

Threats

High competition

Potential for consumers to not become aware of our brand

Competition are established brands

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Behavioral Targeting
Our consumers have specific wants and needs. We will use behavioral targeting to identify potential consumers, and market to the correct consumers. The use of cookies will allow us to track the online movements of potential and current consumers, and based on this information "ads will be placed on the website that match their browsing history" (Clow, K.E, & Baack, 2016, p. 237). Behavioral targeting will help us market to individuals who will most likely purchase our products. It is a cost efficient way to market to the correct consumers.

Sponsored Content
We have decided to have a strong presence on social media to enhance our brand image, so we will utilize sponsored content to further create relationships with our consumers. Sponsored content is a marketing strategy where brands partner with a blogger, celebrity, or a related website to showcase their product. The viewers of the bloggers we will have sponsor our product will already trust the content posted on their social media pages. This will help our brand build trust with our consumers. Our hope will be that viewers respond to the content promoted and share with their friends. Sponsored content will increase our brand awareness.

E-Commerce Site
By developing a successful e-commerce site, we will give customers a platform to find our product online. Our website will have a consistent customer experience, integrate all of our channels, and encourage brand engagement. Our website will be compatible for mobile devices, tablets, and computers. Having a consistent website no matter the device will decrease the possibility of frustrating experiences for our consumers.  Our website will have a tab that will locate our blog of recipes our chips can be featured in. We will integrate links to our social media to encourage engagement with our brand. Our website will also feature consumer generated reviews. Consumer generated reviews are "an emerging trend in the Web 4.0 environment" (Clow, K.E, & Baack, 2016, p. 228). We want our consumers to feel that their voice is important, and become brand advocates.

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Baked or Burnt is relevant in popular media culture while offering comforting innovations to the day to day house hold. The company must find the most effective alternative marketing strategy to adhere to the target audience while capturing the brand’s true personality.

Buzz marketing will be the most effective way to get the brands name out there to the public while illustrating the products growing popularity."Buzz can be more powerful than the words of a paid spokesperson or endorser." Clow & Baack, 2016, pg. 280. Our preference for our brand is to appear on social media through a celebrity similar to the brands image. We are searching for a public figure that is young, attractive, wholesome and athletic. They will occasionally talk about the product or just simply mention that they are eating a bag of our chips with their lunch after they leave the gym or yoga class.

Product placement is a nice simple way we plan on promoting our product by placing it in media of pop culture. The product logo will be eye catching with strong color to influence brand recognition and association. Music video’s and popular Sitcoms will subtly promote Baked or Burnt by placing them in contrasting background to make the colors of the packaging stand out to viewers. Our placement will revolve around youth related media and television to help relate to consumers smoothly. Specifically on youtube will be the strongest approaach we can take for product placement basedon the volume of frewuency we could recieve. " almost one-third of all people on the Internet — it  takes an important place in daily activities of any Internet user. Every day people watch hundreds of millions of hours on YouTube and generate billions of views " (3 Effective ).

Lifestyle will be the most important approach regarding alternative marketing in order to penetrate the consumer market. Baked or Burnt wants to focus on the company’s overall goal to promote a healthy snack while creating a cleaner environment. This goal is best communicated through lifestyle comparison, so the strategy will focus on relating to younger health conscious adults and proactive mothers. Our advertisements will include exercising, meal prepping, and a subtle reference to recycling. Our consumers will have a upbeat attitude on life and the journey of finding longevity, so this attitude will appear in all of our advertainments weather they be print, television, radio etc.

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When marketing our product, we have various options in traditional media channels to choose from. We believe that advertising on television and in health related magazines would be the best form that we can take for our desired advertising design. Television is the best traditional media channel that we can use for our product. It provides us the best method to market to consumers as it allows for a well-planned out advertisement that uses our desired design and informs the market our our product. Alongside being the most useful, television provides the highest reach, highest frequencies of contact, and allows for better quality and segmentation. The other strong choice in traditional media channel advertising would be in health-related magazines. Here we can show off the product, its features, and link to where people can gather more information about our product. The major benefits of using magazines to market includes higher segmentation, longer lifespan of ad, more attention seeking, and often creates higher levels of direct response. An additional, optional channel could be the use of billboards in selected locations around gyms, parks, and such since while semi-effective, proper placement could further the awareness of the product.

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Our product's advertising strategy will take an affective message approach with an emphasis on creating a resonance with our consumers. This will be done by using music that brings back the consumer's experiences and having their memories associated with our product. This means that after identifying our core demographic, we must create a customized campaign with variations in music that attracts different consumers and establishes similar perspectives of our brand. Such variations of the advertisements could include a rock-based song that implies the product is for active users, while a different variation could use classical music to appeal to those who live life calmly and seek a state of peace.
Alongside with the resonance approach, our product advertisements will focus on emotional appeals and slice-of-life executions. Our product is meant to help people live a healthier lifestyle and we want consumers to understand its purpose when they're bombarded with ads for products both similar and different to ours. To clarify our product, we will take a slice-of-life approach that establishes the problem (wanting to have a healthy snack on the go, but don't know what to get) and provide our solution (our healthy snack that organic and has biodegradable packaging) that helps the consumer make a more Eco-friendly decision when it comes to a better lifestyle. In tandem with the slice-of-life style, emotional appeal with also play into how we market towards our consumers. Considering that our primary audience include people who are active and seek healthy foods, we want to build a sense of reliability and trust with our consumers. This can be done by showing a mother who while always busy taking care of her family, always finds time to be active and take her loved ones out into nature so they can feel free and in touch with outside. While she is in a rush, she always has time to grab a bag of Baked or Burnt chips because she knows its a healthy choice and convenient for her and as a snack for her kids. While the idea can be improved upon much further, by using affective resonance messaging with emotional appeals and a slice-of-life execution, the purpose of the product is made clear to potential consumers and is given its own personality that separates it from other options.

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Cause-Related Marketing:
Automatically, our cause is the biggest selling point for these chips. Dank tasting snackin' while getting your fit on. We want a healthy world full of happy taste buds. How many ways can we say it? How many ways should we? Probably one. People like quotes but can't remember much. Best not to confuse them.

Our brand can also associate itself with a non-profit dedicated to helping the world become more Earth-conscious, since our bags are bio-degradable.

To sponsor both ourselves and the non-profit, we use a Twitter. Our demographic is all over Twitter, and Facebook isn't fun anymore so let's not make it any worse with advertisements. Let's have personality on this Twitter as well.

Then of course, we can set up a cross-promotional event once we get our name in customer's homes and get even more prevalence on their minds with a rodeo-carnival. Straight Texas; horses, whips, whips in mud, and dangerous rides.

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Our first sales promotion that will call attention from customers to our brand will be sampling. Our products will have hosting stations in certain retail stores, such as HEB, Natural Grocers, and Kroger, for customers shopping to come visit and grab a sample of our chips to see if the they like how it tastes.

To get these retail stores to allow our brand, our business will set up a cooperative merchandising agreement where we will pay the retailer an allowance to display our chips, as well as let us have small displays twice a week for the first two months after we start selling Baked Or Burnt chips.

The next sales promotion we will utilize are bonus packs, a short-run supply of 25% extra chips in each bag for the same price, which could also be considered an overlay with price-offs. This will last 3 weeks, the longest amount of time it takes for families to return to stores so everyone will see this advertisement at least twice and make customers think about us the next couple of times they enter the store.

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The Vegans
Thiss segment consists of consumers who have chosen to be vegan and live a lifestyle that is clean and environmentally conscious. To bring this segment to life we'll give an example and her name is Tina. Tina is a sophomore in college who is majoring in Biology and values protecting the Earth above all else. She only eats foods created by companies who are cruelty free and are all natural.
The Trendy Mom
This segment consists of consumers who are choosing the healthiest and most natural options for their families when it comes to food. An example of our Trendy Mom's is Amy, a woman in her 30's with 2 kids and a husband battling diabetes. She is always on the hunt for healthy and tasty snacks for her family.
The Health Conscious Adult
This segment consists of consumers who are dieting or are continuously purchasing foods that are healthy. An example of this consumer is Alex, who is in his 20's and is hitting the gym consistently. He drinks protein shakes and eats veggies and fruits, but there are those days when he wants a salty snack.

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Bagged Popcorn
This type of competitor would consist of brands like Earth Balance, Skinny POP, and Angie’s BoomChickaPop. This is a grab-and-go snack food that is low in calorie, gluten free, and or vegan, which are similar features of Baked or Burnt. Healthy popcorn is successful because it is a better option for a snack food that everyone enjoys. In 2016, bagged ready-to-eat popcorn sales topped $1 billion and they continue to grow (Roberts, 2017). They are targeting the consumers who are concerned about a healthy option for a snack by emphasizing their “skinny” attributes on the packaging.
Trail Mix
This type of competitor would consist of brands like Planters, Atkins, and Second Nature. Trail mix is a very versatile snack food that can be quick, low in calorie, sweet or salty, and a healthy alternative to unhealthy snack foods. According to Produce Business, “Consumers are looking for high-carb and high-protein snacks that provide energy and fill them up” (Sparks, 2017). The Baked and Burnt snack doesn’t have this exact feature but they could develop another type of chip that attacked this competitor in a direct way.
Baked Chips
This type of competitor would consist of brands like Lays, Popchips, and Kettle Brand. All these brands provide the satisfaction of chips without all the salt and for less calories. It is the better option when it comes to the consumers’ chip craving. Baked or Burnt directly competes with baked chips brands because we are in the same product line with a small differentiation to offer the consumer more options when it comes to snack foods. We will directly compete with baked brands in order to convince the consumer that we offer more benefits and variety over other baked chip brands.

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The positioning of our competitors is measured by how healthy the snack is and the amount of benefits offered to the consumer. Baked Chips are typically 130 calories with a lot less fat than regular chips. Which places them lower on the chart because they only offer a few benefits. Trail Mix typically has a higher calorie count of 693, but counters this by being a good source of protein. They are the highest in benefits because they provide the consumer with variety, protein, natural ingredients, convenience, etc. Bagged Popcorn is typically 140 calories with less fat and calories over regular popcorn. They are in between for benefits because they offer natural ingredients, convenience, and more. Finally for Baked or Burnt, we envision it will be the healthiest snack of all, considering our choice in being a vegan snack. We will provide more benefits than most of our competitors, with our biodegradable movement, vegan, convenient, and delicious snack.

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Baked or Burnt is a health and environmentally conscious brand.

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Consumer who values a healthy life style and sustainability.

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Baked or Burnt is a bagged chip brand the provides the consumer with a healthier alternative to regular chips. The chips will have organic and vegan options for consumers who are more concerned with their health. The two lines offered by our brand will be baked chips and burnt chips all in a variety of flavors. The green aspect of our product will be incorporated by the use of our packaging which will be 100% biodegradable and completely safe if wrongfully disposed of.

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These chips will be organic, vegan, while offering other health benefits.

The packaging will be 100% biodegradable and completely safe if wrongfully disposed.

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Place nutritional and environmental claims on package
Follow laws for required nutritional information on food
Trademark of logo and brand name

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Being healthy never tasted so good!

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Simple, original, reliable

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The target audience is the consumer who is vegan or concerned with their health.

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Offer the health conscious consumer a new product in the healthy snack food industry.

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Baked or Burnt will be a new line of chips that is offering an option to purchase the flavor burnt. This will be offered in several chip types such as potato, corn, kettle, etc. These chips will be organic, vegan, while offering other health benefits which will later be discussed.

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After creating our brand and product I believe there are several social media marketing tactics that would market well for our brand. The first platform we will market our brand on is Instagram. “Instagr
am users tend to be young, wealthy, and female” and we predict the majority of our consumers to fall into these categories (Clow, K.E., & Baack, 2016, p. 257). Instagram is a network where photos and videos can be shared. Instagram can help benefit our brand by enhancing our image. Over half of Instagram users check daily, and I believe we can grow our brand by having our product be endorsed by Instagram bloggers, and holding contests and sweepstakes through our page.

Example of an efficient Instagram page:

Facebook
I think it is important for every brand to be present on Facebook. Facebook is the “largest social media site” worldwide (Clow, K.E., & Baack, 2016, p. 255). Anyone and everyone is on Facebook, and because of their wide range of users we will be able to reach consumers outside of our main demographic. Not only can we have an account for our brand, but we can also invest in our brand being advertised to Facebook’s users. Being present on Facebook can help expand consumers brand awareness and improve our search ratings (Clow, K.E., & Baack).

(Hotijar, 2016)
Pinterest
Lastly, I believe our brand should be present on Pinterest, because “fashion and food are the two most featured topics” (Clow, K.E., & Baack, 258). Pinterest would be a great social media platform because we can showcase our product in a different way. Pinterest is a “bulletin-board style social site that allows users to post photos” and share image-based articles with their followers (Clow, K.E., & Baack, 258). We would include fun and unique recipes our chips can be used in. We will convince users our product is more than just a chip and will be an essential ingredient to their day to day lives. Pinterest will increase our sales by linking our website where our products can be purchased.