Super Crisp; Marketing strategies

Maryum Tokeer

Lahore School of economics

Executive Summary:
When the world was flourishing and moving towards technological development so did the snack industry of Pakistan. The market was served by the unbranded firm like bakery and homemade products. At a time like this triple-em came up with an idea of making snack for the consumers who are willing to have some spicy and flavored snack. They started producing snack and started to flourish and capture almost all the market share. In 1986 they came up with a new brand called super crisp. This brand was there to cater to all of the income groups’ age and social background. Latest technology was imported from Japan and America in order to have effective and productive production of their products.
The brand become so famous that it even attracted more of the competitors to the market but still super crisp was the leader with the share of 58%. In 2006 international brand lays owned by PepsiCo entered the market and within no time become the famous brand of the market and captured almost 60% of the market share. Super crisp was so shocked after such a big loss that within few months their potato chip were almost out of market and the only products that it could sell were nuts range. This was all because of couple of reasons. The first and for most reason was their products itself, these were not produced according to the taste of the consumers and the packaging was also not that good to attract the consumer towards it. The quality was not that good anymore compared to its competitors. The products were all almost in their maturity and decline and nothing was done to expand the life of the products.
Other than product proper pricing policies were not used in order to attract the consumer toward the market. Although the firm was in a monopolistic market with an elastic demand still the prices were changed on small intervals and could not make them stable because the...