Marketing competitive analysis

Part
01
of three
Part
01

Crispy Minis Competitive Analysis: Ritz Baked Chips, Goldfish, Triscuit Thin Crisps, Good Thins

Ritz Crisp & Thin, Good Thins, and Triscuit Thin Crisps cater to the health-conscious consumer across a variety of age ranges, while Goldfish crackers focus on middle- to high-income, Caucasian parents. The research compiled on the marketing efforts of these four brands is presented in the attached spreadsheet.

METHODOLOGY

I've searched brand websites and media sources, as well as company press releases, in search of the requested data. To find advertising for the requested brands, the following advertising databases were consulted: Ads of the World, Coloribus, WARC, WeLoveAd, and MOAT (online analytics). However, few ads were found at these sources. In terms of demographics data, very little data relevant to the Canadian market was publicly available. However, InfoScout offers some overarching demographics information, so I have provided this information in lieu of more specific Canadian information, where available, in an attempt to offer some insight into the possible target market.

FINDINGS

Ritz Baked Chips
I was unable to find a product called Ritz Baked Chips. The baked crackers offered by Ritz are actually called Ritz Crisp & Thins. This cracker appears to have been introduced in 2017, so there is very limited information about the product. The Ritz Canada YouTube page features a TV ad introducing Ritz Crisp & Thins in both English and French versions. Aside from this commercial, I found few Canadian references to the product. It appears that it may be sold under the Christie brand in Canada, but I did not find many references to this product, either.

Goldfish
Goldfish Canada has its own Facebook page, which is very active and is among the top five brands in terms of engagement, according to SocialBakers. The most recent ads feature Goldfish crackers playfully engaged in everyday child activities, such as going to school or playing in the snow. Demographic specific to Canada were not available, but overall demographics for the product are primarily 35-44-year-old, middle- to high-income, well-educated, Caucasian parents.

Triscuit Thin Crisps
Of the four brands I researched, Triscuit Thin Crisps had by far the least information available regarding advertising. Virtually no advertising has been done, in Canada or elsewhere, for Triscuit Thin Crisps during 2016 or 2017. The product does not even appear on the Canadian product page for Triscuits. While no data specific to Canada demographics for Triscuit Thin Crisps was available, InfoScout suggests that the overall demographics for the product trend toward very wealthy, senior, Caucasian consumers.

Good Thins
Good Thins, sold under the Christie brand in Canada, advertises primarily through TV and online display ad channels. Marketing to a health-conscious consumer, each variety of the product touts its healthy attributes. For instance, the potato variety touts low calories, while the rice version is gluten free.

CONCLUSION

In conclusion, while Ritz Crisp & Thin, Good Thins, and Triscuit Thin Crisps compete for the health-conscious, adult consumer, the Goldfish brand targets moderately wealthy parents. The full details of the research can be found in the attached spreadsheet.
Part
02
of three
Part
02

Crispy Minis Competitive Analysis: Wheat Thins, Crispers, Breton-Dare Popped Cracker Chips, President's Choice Insiders Collection Rice Chips / Rice Cakes

Enclosed is a competitive analysis between Wheat Thins, Crispers, Breton-Dare Popped Cracker Chips, and President's Choice Insiders Collection Rice Chips/Rice Cakes, all of which are Crispy Mini competitors in Canada. All information, including sources, has been added to the spreadsheet provided.

FINDINGS

Information for each of the four brands regarding their target market, marketing strategies and advertising from the past two years is provided. In the case of Crispers, I found that there is limited information that specifically relates to the exact product in Canada, or even in the US. I have concluded that the brand has minimal online presence and much of the data must only be available to the company. I have therefore made some inferences that are explained in the spreadsheet. In addition, none of the four brands have released any advertising campaigns for their specific products in the past two years.

Wheat Thins:
Wheat Thins' competitive advantages is that it is owned by the huge international packaged food manufacturer and distributor, Mondelez. The brand appears to be focused on a marketing strategy that gets it closer to its target market (millennials).

Crispers:
There is very limited information available about Crispers online (as discussed above). They do not seem to have released any adverts in recent years, as the last ones available are from the 1990s.

Breton-Dare Popped Cracker Chips:
Dare's competitive advantage is that it recognizes the threats posed by its competitors. The brand sees that there are multinational brands threatening to take its market share, and for this reason they have focused on promoting growth and on being cost competitive, through constant innovation. In general the Dare brand are focused on using story-telling, with the message that their product contains quality ingredients, as their method of marketing.

President's Choice Insiders Collection Rice Chips/Rice Cakes:
PC's main advantage over its competitors is that it is seen as superior. The brand has been seen as "leader of the pack" for 30 years, and it is seen as a brand which is continually bringing out new, innovative and relevant products. Its marketing strategy involves curating events to showcase its products as well as conventional advertising

CONCLUSION

A competitive analysis of the competitors of Wheat Thins, Crisper, Breton-Dare Popped Cracker Chips, and President's Choice Insiders Collection Rice Chips/Rice Cakes, is detailed in the attached spreadsheet.
Part
03
of three
Part
03

Crispy Minis Competitive Analysis: Special K Cracker Chips, Orville Popcorn Chips, Riceworks

Enclosed is a competitive analysis between Special K Cracker Chips, Orville Popcorn Chips and Riceworks, all of which are Crispy Mini competitors in Canada. All information, including sources, has been added to the spreadsheet provided.

FINDINGS

Information for each of the three brands regarding their target market, marketing strategies and advertising from the past two years is provided. In the case of Special K Cracker Chips, I found that there is limited information that specifically relates to the exact product in Canada, and have therefore made some inferences that are explained in the spreadsheet. In addition, none of the three brands have released any advertising campaigns for their specific products in the past two years.

Special K Cracker Chips: Special K has several competitive advantages, for example, they are in touch with their target market and they also have been working with an award-winning marketing agency. The brand generally targets women aged 25-44.

Orville Popcorn Chips: Orville is attempting to connect their Popcorn Chips product with millennials. They also have the competitive advantage of being named the Canada's favorite popcorn brand, and have been honored by the Canadian Grand Prix Awards as a best new brand.

Riceworks: Riceworks lacks in any kind of marketing. However, they have the competitive advantage of being owned by an industry leader, Shearer's Snacks. Their target market is well-educated, upper-income women aged 25 to 54.

CONCLUSION

A competitive analysis of the competitors of Crispy Mini in Canada, Special K Cracker Chips, Orville Popcorn Chips and Riceworks, is detailed in the attached spreadsheet.
Sources
Sources