Discussion
The overall game strategy of the business for reaching potential leads and converting them to consumers of the products or service is known as marketing strategy. The marketing strategy’s ultimate purpose is to establish and accomplish a proper competitive edge over competitors (Ferrell, Hartline and Hochstein 2021). The purpose of this paper is to conduct a research and identify three marketing activities for the American- Australian Company, Smith Snack Food Company. Smith’s Snack Food Company was formed in America and later was shifter to Australia and was acquired by PepsiCo. The paper starts with giving a brief overview of the company, and later discuses the value proposition, branding strategy and promotional strategy. Lastly the paper ends with competitive advantage of the company.
Smith’s Snack Food Company was established by Mr Smith and George Ensor, in 1931. In the beginning, the company was formed in United Kingdom, and later was shifted to Australia. Other changes in ownership occurred throughout the years, and several items were amalgamated with the original potato chip variety, including Nobby’s Nuts, Twisties, Parker’s Pretzels, and Burger Rings. In 1998, PepsiCo acquires Smith’s Snack Food Company. Currently, over 2 thousand Australians are employed in manufacture and distribution sector. Smith’s Snack Food Company produces majority of its item in the native land and raw material including potato, wheat flour, and corn as well as packaging is outsourced locally (PotatoPro 2022). Frito Lay is largest salty producer, globally. Further it is the market leader in the industry. It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian and New Zealand fastest emerging and Convenience Food and Beverage Company. It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian and New Zealand fastest emerging and Convenience Food and Beverage Company.
Smith’s Snack Food Company offer customers with a wide range of element and advantages which could be used to offer a promotion campaign with the goals of not only raising brand loyalty and awareness but also generating more revenue and overall income (Zhang, Gu and Jahromi 2019). Here are some of the features:
Utilization of the local items: The company uses raw materials including wheat flour and corn. These items are locally sourced within Australia that publicize purchasing and assist farmers to create the home market. It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian
Flavour: Smith’s products are popular for “Original and best” (Smiths 2022). The Smith’s products are available in a variety of flavours to appeal to a wide range of customer tastes and preferences. It comprise of original, cheese and onion, chicken, barbeque and salt and vinegar. It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian and New Zealand fastest emerging and Convenience Food and Beverage Company.
Company Profile
Product differentiation: The company has collaborated with Australian packaging company, Visy Industries, and has brought sustainable, innovation and protective packaging. This provides dissimilarity as contrasted to other competitive companies’ products in the sector. However it also provides customer value for convenience, product protection, and money. This is because it is simple to use, having grips for carrying and a quick access screen to collect things (Njike, et al. 2016). It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian
Cross Promotion: Smith’s Snack Food Company has the privilege of utilising cross promotion as it is a subsidiary of PepsiCo. It is kind of marketing promotion that has already took place in United Kingdom, with Pepsi and Doritos. It is something that might be explored in Australia in order to enhance revenues of Smith products and overall income. Moreover, the company profits from “cross merchandise; and popularize their items. However, in developing economy, specifically, the size of our beverage company has a significant impact on our Smith Snacks (IPM Bitesize 2018). It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian
Smith’s Snack Food Company being a chips production business should have a broad marketing strategy. Collaborating with influencers and celebrity is among the critical and influencing marketing approach. Adverts on well known newspaper, magazines, radios, channels and other print media is one of the essential promotional strategies. The company could also have “digital marketing footprint”. Web based networking platform has a digital footprint. Web based networking platform because of more reach on Youtube, Twitter, and Facebook is among the approach. Sponsoring varied events would also make their chips among athletic (Cuevas, et la. 2021). It is observed that connection of Smith Snack Food with Frito Lay provides exposure to world experience and technology, as well as opportunities for international benefits in production and sales, marketing, and technology. The aim of the company is to be the Australian
Smith’s Snack Food Company is available all around and offers a broad range of flavours. It has branded as a snack which could be consumed any time for audience to take pleasure. Last year the company has introduced a new brand positioning – “You can’t resist the call of Smith’s” which is directed by Clemenger BBDO and Finch’s Alex Roberts. The advert is the most joyful and epic that it could (Wilkinson 2021). The advertisement and promotion is essential for the development of the brand. Several approaches are there for the advertisement and promotion of a company. Smith’s Snack Food Company could collaborate with influencers and celebrities, utilizing web based networking platform as campaigns, utilizing eye catching packaging, several varied giveaways, offers and flavours. These approaches entice customer to purchase Smith’s products in more quantity.
Value Proposition
The competitive advantage is referred to elements which enable a business to manufacture goods, superior quality and inexpensive as compared to its competitors. These elements enable the company to increase revenues and margins contrasted to its market competitors. The Smith’s Snack Food Company is among the biggest snack company in Australia that has a competitive edge in itself, in regard to different little rivals in the industry. Due to this reason, the company has the advantage of huge brand loyalty and awareness. Moreover, being such a huge business faces a risk of new players in the industry. It is because of product differentiation strategy of Smith Snack food Company, forward integration which is employed to offer huge economy of scales and effectiveness and efficiency of manufacturing and broad distribution networks (Yasa et al., 2020).
Smith’s Snack Food Company are popular for “Original and best”. The company has huge competitive edge over its rival that includes brands including Pringles, Samboy, and Thins. To begin with, the products are fried in sunflower oil that is organically lower in saturated fat and has 75 per cent lesser saturated fat than rival’s product that might be baked in 100 per cent palmolein oil (Wong 2021). It provides customer a healthy option to certain of its rivals in the industry. Moreover the scale of the company is huge and therefore has a huge volume of resources which they could distribute or invest in several advertising and promotion that significantly assist to improve and strengthen their brand in the competitive industry. One such demonstration is their campaign called – “Track a pack” where the company collaborated with Sony Music to provide customer a spur in the appearance of “Free Music Download with Every Purchase” One other campaign that was successful was – “Do us a Flavour”, where customers had the possibility to take part in a contest and produce a new flavour of its product (Persico 2020).
Conclusion
In company, success is achieved from adhering to a strong marketing plan and a well-balanced branding strategy. Smith’s Snack Food Company has it all. Smith’s Snack Food Company was formed in America and later was shifter to Australia and was acquired by PepsiCo. However, the three marketing activities that Smith’s Snack Food Company should utilize are cross promotion, collaborating with influencers and celebrity and creating more digital campaigns.
References
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Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
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Smiths, 2022. AUSTRALIAN MADE. [online] smiths.com.au. Available at: <https://smiths.com.au/subpages/australian-made> [Accessed 9 April 2022].
Wilkinson, Z., 2021. Smith’s launches brand platform ‘You can’t resist the call of Smith’s’. [online] Mumbrella. Available at: <https://mumbrella.com.au/smiths-launches-brand-platform-you-cant-resist-the-call-of-smiths-673761> [Accessed 9 April 2022].
Wong, L., 2021. Unique potatoes, dedicated farmers behind one of Australia’s longest running chip snacks. [online] Abc.net.au. Available at: <https://www.abc.net.au/news/2021-08-07/dedicated-farmers-growing-unique-potatoes-drive-smiths-chips/100262100> [Accessed 9 April 2022].
Yasa, N., Giantari, I.G.A.K., Setini, M. and Rahmayanti, P.J.M.S.L., 2020. The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), pp.2845-2848.
Zhang, T.C., Gu, H. and Jahromi, M.F., 2019. What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, pp.275-283.
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