Kapferer Brand Identity Prism of Grain Waves

5 May 2017

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 Smith’s 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.

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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 catalogue’s of chips. Secondly, according to Kapeferer(2008), the brand name is often revealing of the brand’s 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 2&3 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]. It’s 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 Australia’s 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 Grain 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 “something bland” to “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 don’t 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 Database. 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 | |Green’s 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 Toby’s 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 Category 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=AqI9gAbncpk&feature=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

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