Success: Pipers Crisps

Success: Pipers Crisps

Category : Consumer Goods
January  2014  Pages : 18



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Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study explores how Pipers Crisps has grown from a tiny artisanal potato chip brand selling locally to a brand with national reach, despite eschewing distribution through major multiples.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Pipers Crisps considered an interesting case of success?

- What consumer insight underpins the ongoing success of Pipers Crisps?

- Which consumer trends has Pipers Crisps capitalized on?

- What can I learn from Pipers Crisps' brand ethos and its successful 2012 rebranding?

Key Highlights
True localism puts major brands at a disadvantage. In this sense, it is asymmetric warfare in the FMCG context, where conventional market rules of brand, scale, marketing, advertising, and distribution make little difference in combating the small but growing shares being established by such producers as Pipers Crisps.
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