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Chirps Cricket Protein Powder Case Stust

Essay by   •  April 2, 2019  •  Case Study  •  858 Words (4 Pages)  •  35 Views

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I believe that Occo will succeed. First, it solves a problem by providing sustainably sourced, fresh spices in serving portions that real people need in the home kitchen. Second, it has mass appeal. It is something that will sell to the stay-at-home mother of four who is an experienced chef, as well as a college student who is learning from the cookbooks. Basically, anyone who steps into a home kitchen at some point of his or her life will need to find easy access to fresh and a variety of spices. Third, while the product’s packaging is unique, Occo is intuitive to use since the packaging is reminiscent of the blister packs used for pills. While consumers would be drawn to the novel application of the blister pack packaging, they do not need education or complicated instructions around how to use the product. I think the minced, frozen garlic in blister packages at Trader Joe’s are an ingenious invention that is intuitive to use, and I wish they would sell more cooking ingredients in a similar packaging. Lastly, the video highlights a magical transformation, which is a powerful marketing tool. Even though the video doesn’t have many customers using Occo to show real results, there is a believable demo that highlights the before-and-after – showing easily noticeable differences between a world filled with cluttered, expired spice jars and a new world blessed with compact, organized Occo spice packets.

On the contrary, I don’t believe that the Chirps Cricket Protein Powder will succeed. First, it does not solve a problem. There are many brands, sources, and flavors of protein powder and consumers tend to be loyal to their protein powder choice once they’ve identified a product that fits their taste profile and lifestyle needs. People who assume protein powder make up a small subset of the population, and the adventurous few who would want to switch over to Chirps are few and far in between. Second, the reviews of the product’s predecessor, the Chirps Cricket Flour Chips product, are not very promising. A quick search on Amazon leads me to find a 3.5 star review, largely attributed to customers complaining about the taste – too bland, too gross, too oily. The company includes positive testimonials in the video, but in the end, most consumers would trust online reviews with a large pool of real users.  Third, the brand has confusing brand positioning. The two girls and the bystanders featured in the video seem to suggest that this product  

 loyalty tends to be high in the protein powder category. without the ick factor.  

  1. Does it have unique features? You can’t roll out the “same-old, same-old.” Your product has got to have a cool new look that’ll make the consumer sit up and take notice.
  2. Does it have mass appeal? In other words, is it something that will sell to the stay-at-home mother of four as well as the seasoned fisherman?

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  1. Does it solve a problem? Think of something around the house that’s troublesome and invent a solution. If your product doesn’t solve a problem, you’ve got a potential problem – consumers aren’t as likely to buy it.
  2. Is there a powerful offer with a supportive cost of goods? The time-tested pitch– But wait, there’s more! – is a proven winner. The key is great value at the right price. In today’s world, people immediately check the Internet for the same product at a cheaper price.
  3. Can you easily explain how it works? There has to be an easy-to-understand explanation of how and why your product works. Get your elevator pitch ready. If it takes a college degree to understand the pitch, it’s too complicated. You only grab people for a couple of seconds – so you have to tease, please and seize the consumer.
  4. Is there a magical transformation or demo? Before-and-after spots – showing easily noticeable differences – are powerful marketing tools.
  5. Is it multifunctional? Think like your competitor. If you come out with a product that has just one function, your competitor can steal your thunder – and your sales – with a similar product that offers more functions.
  6. Is it credible; are there testimonials? An “actual customer” promo is ten times better than any “actor portrayal.” Real people offer real results. But you should also seek out professional testimonials from industry associations, doctors and other “experts” in your industry to further build your product’s credibility.
  7. Are there proven results? Be prepared to back up your claims with unshakeable success stories or scientific studies, including third-party clinical studies or reviews from product-testing labs that support your claims.
  8. Can you answer the questions the viewer is thinking? You must be prepared for any and all questions that could arise over your product. Put yourself in the shoes of consumers, and think of all the questions they could ask.

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