Kapferer Brand Identity Prism of Grain Waves Essay

Words: 1945
Pages: 8

Kapferer Brand Identity Prism of Grain Waves


1. Introduction 2
2. Brand Identity Prism of Grain Waves 2 2.1 Physique 3 2.2 Personality 5 2.3 Culture 6 2.4 Relationship 7 2.5 Reflection 8 2.6 Self image 8
3. Conclusion and Recommendation 9
Reference List 10
Appendices 11

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
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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