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MARKETING ! 6
Brand Name Manufacturer Package Unit Price Package/
Copy/
Graphics/
Image
Orville
Redenbacher’s
Chester Inc. 34.2 OZ $6.00/16=0.12 Red and clear
plastic package
White script of
the flavor’s and
the brand’s
name
Easy carry
package
Orville
Redenbacher’s
Chester Inc. 13.96 OZ $4.56/16=0.28 Red and white
cardboard
package
White script of
the flavor’s and
the brand’s
name
Classic package
Herrs Light Herr Foods Inc 6.5 $3.49/16= 0.21 Cyan Package
with
White script of
the flavor’s and
the brand’s
name
Classic package
Shoprite Organic Shoprite Inc 8.5 Oz $3.49/16= 0.21 Green & White
Package with
White script of
the flavor’s and
the brand’s
name
Classic package
MARKETING ! 7
Kurly Korn Kurly Korn Inc 32 OZ $3.99/16= 0.25 Yellow Package
with Brand
name in big
font on the top
and clear
opening in the
center to see
inside package
Popsecret Diamond Food 19.2 OZ $3.49/16= 0.21 Blue and
Yellow package
White and
yellow script of
the flavor’s and
the brand’s
name
Fun package
SmartFood Frito Lays Inc 7.5 OZ $ 2.99/16=0.18 Black & White
package
Black script of
the flavor’s and
the brand’s
name
Fun package
SmartFood Frito Lays Inc. 11.5 OZ $3.49/16= 0.21 Black & White
package
Black script of
the flavor’s and
the brand’s
name
Fun package
SmartFood
Delight
Frito Lays Inc. 7 OZ $3.99/16= 0.25 White and blue
package
White script of
the flavor’s and
the brand’s
name
Classic package
MARKETING ! 8
Black Jewel Colorful Popcorn
Kernels Inc
8 OZ $3.99/16=0.25 Black & Yellow
package
Black and white
script of the
flavor’s and the
brand’s name
Elegant
package
Act II ConAgra Foods 11.28 OZ $2.5/16=0.15 Blue, orange
and white
package
White script of
the flavor’s and
the brand’s
name
Classic package
Organic Pop Organic Pop 4 OZ $3.49/16= 0.21 White & Green
package
Green and
black script of
the flavor’s and
the brand’s
name. Picture
of corn on top
corner
Elegant
package
Popcorn Indiana Popcorn Indian Inc 4.75 OZ $2.5/16=0.15 White & Yellow
package
Red script of
the flavor’s and
the brand’s
name
Elegant
package
MARKETING ! 9
List of manufacturers that appear to be category leaders
• Orville Redenbacher’s
• SmartFood
Commentary
1. Looking at the charts above, it is apparent that the market leader is Orville
Redenbacher’s. Orville had a number of products in the markets shelves with a variety of
different flavors. Not only was there a variety in flavor but also a variety in the price ranging for
low to high. Some brands included were:
i. Orville Redenbacher’s Buttery popcorn
ii. Orville Redenbacher’s Kettle Popcorn
iii. Orville Redenbacher’s Simply SaltedPop
iv. Orville Redenbacher’s Original
v. Orville Redenbacher’s Lightly Butter
Smartfood offers the market two brands i.e the Regular and Delight. This attracts a wide
audience. This brand has a lot of variety on the shelves all to attract different customers i.e.
salted caramel and white cheddar.
List of Manufacturers that appear to be niche marketers
• Organic Pop
MARKETING ! 10
• Popcorn Indiana
Commentary
Organic Pop and Popcorn Indiana are manufacturers that can be deemed niche marketers. Each
of the above mentioned companies have one product in the market as shown in the table below.
Having one product means they are targeting a specific group of customers.
MARKETING ! 11
Zainab Hamoud
Walmart
Price
High
$4.01-$5.00
Pop Weaver
Kettle Corn
Original
Select
Extra Butter
Tender White
Yellow Popping
Corn
100 Calorie
Pop Secret
Pour Over
Smart Pop
Naturals
Average
$3.10-$4.00
Low
$1.00-$3.00
MARKETING ! 12
Small
1.7 OZ – 17 OZ
Orville
Redenbacher’s
Pop Secret
Pop Weaver
Jolly Time
Great value
Crunch n Munch
Medium
18 OZ – 35 OZ
Size
Large
19 OZ – 45 OZ
Orville
Redenbacher’s
Pop Secret
Pop Weaver
Jolly Time
Skinnygirl
Great value
Orville
Redenbacher’s
Pop Weaver
Skinnygirl
Jolly Time
MARKETING ! 13
Butter
Orville
Redenbacher’s
Pop Weaver
Skinnygirl
Jolly Time
Salt
Flavor
Sweet
Orville
Redenbacher’s
Crunch and
Munch
Orville
Redenbacher’s
Pop Secret
Pop Weaver
Jolly Time
Skinnygirl
Great value
Orginal
Orville
Redenbacher’s
Pop Secret
Pop Weaver
Jolly Time
Great value
MARKETING ! 14
First Second
Position of Isle
Third
MARKETING ! 15
Brand Name Manufacturer Package Unit Price Package/Copy/
Graphics/Image
Orville
Redenbacher’s
Chester Inc. 13.96 OZ $0.872 Green and blue
package
White script of
the flavor’s and
the brand’s
name
Fun package
Orville
Redenbacher’s
Chester Inc. 13.96 OZ $0.872 Brown and
beige package
White script of
the flavor’s and
the brand’s
name
Classic package
Orville
Redenbacher’s
Chester Inc. 39.4 OZ $2.46 Red and blue
package
White script of
the flavor’s and
the brand’s
name
Fun package
Orville
Redenbacher’s
Pop Weaver
Jolly Time
Crunch n Munch
Orville
Redenbacher’s
Pop Secret
Pop Weaver
Skinnygirl
Jolly Time
Great Value
MARKETING ! 16
Orville
Redenbacher’s
Chester Inc. 9.9 OZ $0.618 Red and yellow
package
White script of
the flavor’s and
the brand’s
name
Fun package
Orville
Redenbacher’s
Chester Inc. 13 OZ $0.812 Red and yellow
package
White script of
the flavor’s and
the brand’s
name
Fun package
Orville
Redenbacher’s
Chester Inc. 13.96 OZ $0.872 Green and blue
package
White script of
the flavor’s and
the brand’s
name
Fun package
Crunch n Munch ConAgra Foods 6 OZ $0.375 Red, blue and
yellow package
White script of
the flavor’s and
the brand’s
name
Fun package
Pop Weaver The weaver
popcorn company
Inc.
45.72 OZ $2.67 Green, white,
red, orange
and yellow
package
White and
yellow script of
the flavor’s and
the brand’s
name
Fun package
Pop Weaver The weaver
popcorn company
Inc.
54 OZ $3.37 Yellow, purple,
red, and
orange package
White and
yellow script of
the flavor’s and
the brand’s
name
Fun package
MARKETING ! 17
Jolly Time American popcorn
company Inc.
12 OZ $0.75 Yellow, orange,
green, and red
package
White and
green script of
the flavor’s and
the brand’s
name
Fun package
Jolly Time American popcorn
company Inc.
30 OZ $1.87 Yellow, orange,
green, black
and red
package
White and
green script of
the flavor’s and
the brand’s
name
Fun package
Pop Secret Diamond Food 3.2 OZ $0.2 Blue and yellow
package
yellow script of
the flavor’s and
the brand’s
name
Classic package
Great Value ConAgra Foods 32 OZ $2.00 Blue, orange
and white
package
White script of
the flavor’s and
the brand’s
name
Classic package
Skinnygirl Orville
Redenbacher’s
15 OZ $0.93 White, black
and red
package
Black and red
script of the
flavor’s and the
brand’s name
Elegant
package
MARKETING ! 18
List of manufacturers that appear to be category leaders
• Orville Redenbacher’s
• Jolly Time
Commentary
1. From the above chart, it is apparent that the market leader with the highest
number of products in the shelves is Orville Redenbacher’s. Orville had a number of products in
the markets shelves that include the following:
vi. Orville Redenbacher’s Buttery popcorn
vii. Orville Redenbacher’s Sweet & Savory Popcorn
viii. Orville Redenbacher’s Smart Pop
ix. Orville Redenbacher’s Naturals
x. Orville Redenbacher’s Poppycock
xi. Orville Redenbacher’s Kernel Popcorn & Oil
xii. SkinnyGirl Popcorn
Jolly Time offers the market two brands i.e. 100 Calorie and Select. On the other hand,
Pop weaver has Extra Butter and Slim Pop i.e. two brands in the market. The amount of products
that this company stocks in supermarket shelves is enough to place it as a market leader since the
company has diversified i.e. various product categories that meet the dynamic changes and
MARKETING ! 19
different needs of the various classes of the customers in the market. The product ranges from the
ones that are free from fat to those that have fats. Jolly Time and Pop Weaver are the second
runners up when it comes to category leadership; these companies have two brands in the
market.
List of Manufacturers that appear to be niche marketers
• ConAgra Foods
• Diamond Foods
Commentary
2. ConAgra Foods and Diamond Foods are manufacturers that can be deemed niche
marketers. Each of the above mentioned companies have one product in the market as shown in
the table below. Having one product means they are targeting a specific group of customers.
Brand Name Manufacturer
Crunch n Munch ConAgra Foods
Pop Secret Diamond Foods
MARKETING ! 20
Camelis Nazario
Target
Price
High
$5.01-$7.50
- Angie's BoomChickaPop
- Orville Redenbacher's
- Pirate's Booty
- Zilicious
Average
$2.51-$5.00
- Newman's -
- Market Pantry
- ACT II
- Orville Redenbacher's
Low
0-$2.50
- Wise
- Hammond's
- Gefen Popcorner's
- Smartfood
MARKETING ! 21
!
Size
Small
2oz - 7 oz
- Hammond's
- WISE
Medium
7.1 oz - 12 oz
- Pirate's Booty
- Zilicious
- PopSecret
Large
12.1 oz - 20 oz
- Popsecret
- Orville
Redenbacher's
Flavor
Butter
- WISE
- Market Pantry
- ACT II
Spices
- Zilicious
White Cheddar
- Angie's
BoomchickaPop
- Pirate's Booty
Salted
- Smartfood
Delight
Homestyle
-
MARKETING ! 22
Location On Shelf
Top
-Quinn Popcorn
-Newman's Own
Organics
- SkinnyPop
Eye Level
- Pop Secret
-Market Pantry
- Act II
-Angie's
Bottom
- Orville
Redenbacher's
MARKETING ! 23
1. List what manufacturer (NOT BRANDS) appear to be the category leaders (i.e. have the
most varieties/types of products on the shelves?
ConAgra and General Mills definitely appear to be
the category leaders. While their varieties range in
both flavor and size, they are two of the only
manufacturers that produce both ready to eat and
microwave popcorn. They offer low fat options,
which would appeal to the healthier population. With
their wide variety of sizes, also comes a wide variety of prices, ranging from cheap, and snack
sizes to jumbo, more expensive options.
2. List what manufacturers (NOT BRANDS) appear to be niche marketers
While having a very limited selection in stores,
Zilicious Confections and Quinn Snacks appear to
be the niche marketers in this industry. Zilicious
Confections is a higher end manufacturer, as they
ranged only in the high prices of my research,
however they offered very unique flavors. Most of their offerings are spices based, bring the only
in this category. Quinn Snacks, on the other hand, was average in price, as well as limited in size.
They offer a very limited selection, as they are very small family owned manufacturer.
- ConAgra
- General Mills
- Zilicious Confections
MARKETING ! 24
Appendix 2: Mystery Shopper Audit Table
Popcorn Varieties
(Sizes)
List all the
different
sizes
Varieties
(Flavor)
Varieties
(Organiz
e by
Healthy
vs
Indulgent
)
Name of
Manufactur
er
Unit
Price
(list the
type of
unit as
well) *
Package/
Copy/
Graphics/
Image
Orville
Redenbacher’s
(Microwave)
32 oz
19.7 oz
17.4 oz
-Butter
-Salt
-
Movietheat
er
Kettlecor
n
ConAgra $.26/oz.
$.24/oz.
$.22/oz.
Red, white
and yellow
packaging.
Festive,
circus
theme
Angie’s
BoomChickaPo
p
5. oz
7 oz
-White
Cheddar
- Sea salt
Angie’s
Artisan
Treats
$.63/oz.
$.43/oz.
Vibrant
colors
varying by
flavor;
name in
great bold
letters;
classic style
MARKETING ! 25
Pop Secret
(Microwave) 32 oz
19.2 oz
Homestyle
Butter
Sea Salt
Kettlecor
n
General
Mills $.16/oz.
$.21/oz.
Bright blue
and yellow;
actual
pieces of
popcorn
depicted;
cheerful,
attention
calling
Quinn Popcorn
7 oz
Butter Quinn
Snacks
$.61/oz.
Simple
packaging;
yellow and
white;
natural look
Smartfood 9.0 oz
11.5 oz
White
Cheddar
PepsiCo $.21/oz. Black and
yellow
packaging;
Actual corn
on front;
simple,
sheek
Smartfood
Delight
5.5 oz
7 oz
11.5 oz
7.5 oz
-Sweet/
Spicy BBQ
- Sea Salt
Caramel
- Sea Salt
- White
Cheddar
PepsiCo $.25/oz. White and
black
packaging;
emphasis on
low
calories;
actual corn
on cover to
promote
real
ingredients
MARKETING ! 26
SkinnyPop 4.4oz -White
Cheddar
-Original
Amplify
Snack
Brands
$.67/oz. Bright
yellow/
green and
white
packaging;
name
centered
and main
focus;
classic look
ACT II 16.5 oz Butter Butter
Lovers
Kettlecor
n
ConAgra $.19/oz. Bright blue
and yellow;
movie
theater vibe;
actual
popcorn
depicted on
packaging
Newman’s
Own Organics 8.7 oz
Light Butter Newman’s
Own Inc.
$.32/oz. Brown and
yellow
packaging;
clean look;
picture of
creator on
front cover
The following
brands Must
be
DIFFERENT
brands than
the ten listed
above.
Zilicious 8. oz -Oatmeal
Cookie
-Coconut
Curry
-Cayenne
-Original
Zilicious
Confections
$.89/oz Blue seal;
transparent
package;
bright red
lettering for
flavor;
Classic
elegant look
MARKETING ! 27
Pirate’s Booty
10.0 oz. Aged White
Cheddar
BG Food
Inc.
$.60/oz. Bright blue,
yellow, and
red
packaging;
pirate
depicted on
front of
package;
kid friendly
design
MARKETING ! 28
Jacqueline Carrillo
Stop & Shop
Price
High
$5.00-UP
Pop-Secret
Stop & Shop
Angie’s
Smartfood
Stop & Shop
Orville
Redenbacher’s
Skinny Girl
Pop-Secret
Angie’s
Wise
Stop & Shop
Jolly Time
NewMan’s Own
Orville
Redenbacher’s
Average
$3.00-$4.99
Low
$1.00-$2.99
MARKETING ! 29
Small
2 OZ – 7 OZ
Smartfoods
Stop & Shop
Nature’s Promise
Newman’s Own
Jolly Time
Pop Secret
Orville
Redenbacher’s
Medium
7.1 OZ – 12 OZ
Size
Large
12.1 OZ – 20 OZ
Stop & Shop
Skinny Girl
Pop Secret
Orville
Redenbacher’s
Angie’s
Wise
Stop & Shop
Jolly Time
MARKETING ! 30
Butter
Orville
Redenbacher’s
Pop Secret
Skinny Girl
Salt
Flavor
Cheddar
Wise
Smartfood
Angie’s
Orville
Redenbacher’s
Pop Secret
Newman’s Own
Nature’s
Promise
Angie’s
Orginal
Orville
Redenbacher’sP
op Secret
Jolly Time
Skinny Girl
Stop & Shop
Wise
MARKETING ! 31
Top Eye Level
Position of Isle
Bottom
MARKETING ! 32
Popcorn Varieties
(Sizes)
List all the
different
sizes
Varieties
(Flavor)
Varieties
(Organiz
e by
Healthy
vs
Indulgent
)
Name of
Manufactur
er
Unit
Price
(list the
type of
unit as
well) *
Package/
Copy/
Graphics/
Image
Orville
Redenbacher’s
(Microwave)
19.7 oz
9.87 oz
-Butter
-Salt
-Classic
Indulgent
ConAgra
Foods
$.24/
oz.
$.32/
oz.
Red, and
white,
picture of
popcorn bowl
in the
middle, brand
name center
top
Pop Secret
(Microwave)
18 oz
11.2 oz
7.92 oz
-Butter
- Sea salt
- Home
Style
Indulgent
and
Healthy
Diamond
Foods Inc.
$.31/
oz.
$.50/
oz.
$.40/oz
Blue box,
yellow letter
logo. Picture
of movie
characters in
some boxes.
Orville
Redenbacher’s
Pop Secret
Stop & Shop
Wise
Smartfoods
Orville
Redenbacher’s
Pop Secret
Stop & Shop
Angie’s
Jolly Time
Newman’s Own
Stop & Shop
Skinny Girl
Nature’s
Promise
Pop Secret
Orville
Redenbacher’s
MARKETING ! 33
Jolly Time 4.8 oz
9.6 oz
-Butter Healty
and
Indulgent
American
Pop Corn
Company
$.51/oz
$.26/oz
Orange box,
logo upper
right corner,
with flavor
name across
the box
Newman’s
Own
10.5 oz -natural Indulgent Newman’s
Own Inc.
$.28/
oz.
Simple green
box, with
picture of
logo in the
middle.
Skinny Girl 15oz -butter
-Sea Salt
Healthy ConAgra
Foods
$.32/
oz.
White box
with red
accents of
red and
black. Logo
and brand in
the middle of
the box
Nature’s
Promise
8.7oz -natural Healthy Ahold USA $.25/oz Simple white
and green
box, with
brand name
on the upper
middle of the
box
Stop & Shop 19.8 oz
17.4 oz
9.9 oz
4.8 oz
-butter Healthy
and
Indulgent
Ahold USA $.20/
oz.
$.40/oz
$.40/0z
$.41/oz
White box,
with different
accent colors
depending on
the flavor.
Wise 7 oz
6.5 oz
-butter
-white
cheddar
Indulgent Wise Foods
Inc.
$.53/oz
$.57/0z
Bags come in
multiple
colors
depending
flavor, logo
upper middle.
SmartFood
Popcorn
11.5 oz -White
Cheddar
Indulgent Newman’s
Own Inc.
$.45/oz Black bag
with logo and
brand name
in the
middle. A
fresh corn
and cheese
illustrate the
bag
MARKETING ! 34
1. Pop Corn Manufacture leaders:
• ConAgra
• Diamond Foods
• Ahold USA
These manufacture not only have a variety of flavors, but they also cater to different
customers. They have a variety of sizes to offer. Also all three manufactures cater to the
healthy community offering low fat and low calories options.
2. Niche Market Manufactures:
• Newman’s Own Inc.
This manufacture only offered one flavor in the store I visited. Also this manufacture is a non-
profit organization different than the rest. In the package it states “All Profits to Charity”.
One can conclude that customers might not by the popcorn because it has the best flavor, but
by doing it they are contributing to charity.
The following
brands Must
be DIFFERENT
brands than
the ten listed
above.
Angie’s
Boomchickapo
p
7 oz
5 oz
4.8 oz
-Sweet &
Salty
-white
cheddar
-Sea Salt
Indulgent Angie’s
Artisan
Treats Inc.
$.60 oz
$.84 oz
$.87 oz
Colorful bags
with electric
colors. Name
brand takes
over most of
the bag.
Group 2
Group 2
Principles of Marketing
Professor Celentano
September 25 2016
MARKETING ! 2
Saqib Abbasi
Shoprite
Price
High
$4.01+
Orville
Redenbacher
Pop Secret
SmartFood
Smartfood
Delight
Organic Pop
Black Jewell
Herrs Light
Kurly Korn
ACT II
Popcorn Indiana
Shoprite Organic
Average
$3. 01-$4.00
Low
$1.00-$3.00
MARKETING ! 3
Small
1OZ – 7 OZ
Orville
Redenbacher’s
Pop Secret
SmartFood
Smartfood Delight
Black Jewel
Act II
Shoprite Organic
Medium
7 OZ – 14 OZ
Size
Large
14 OZ +
Orville
Redenbacher’s
Kurly Korn
Smartfood
Delight
Organic Pop
Popcorn Indiana
Herrs Light
MARKETING ! 4
Butter
Orville
Redenbacher’s
Smartfood
Smartfood Delight
Organic Pop
Salt
Flavor
Sweet
Orville
Redenbacher’s
SmartFood
Orville
Redenbacher’s
Black Jewel
Popcorn Indiana
Herrs
Kurly Korn
Orginal
Orville
Redenbacher’s
Pop Secret
Act II
Shoprite
Organic
MARKETING ! 5
Bottom
Orville
Redenbacher’s
Smartfood Delight
Smartfood
Organic Pop
Popcorn Indiana
Herrs Light
Middle
Position of Isle
Top
Orville
Redenbacher’s
Pop Secret
ACT II
Orville
Redenbacher’s
Pop Secret
Black Jewel
Kurly Korn
Shoprite
Organic
m.wucoud
0
