Assume you are the Category Manager, Salty Snacks for Woolworths. You've been given the directive to build a case to trial chocolate coated chips in Woolworths Supermarkets throughout Sydney Metro. You've been given a choice of 4 brands which already have established markets overseas - namely:

Royce RRP $5.40 (185g) A premium brand, with a reputation for quality products. Brand name isn't widely known in Australia although they do have website for the local products.

Jaga Choco RRP $1.90 (65g) Mid-tier brand which sells products just below the premium brands but not so cheaply that quality is questioned. The brand isn't known in Australia and doesn't' have a local presence.

Jack N Jill. RRP $1.65 (65g) Lower quality products, however the brand aims to meet the needs of the market segment who wants to 'eat on the run' or have a quick snack. It doesn't attempt to aim for a premium level product.

Lays RRP $4.95 (170g) A very well-known brand across the globe - also known as Smiths Chips in Australia. Has never tried to sell 'sweet' chip like products in Australia although has noticed the increasing presence of sweet-salty snacks such as sweet popcorn and thinks there is perhaps potential for the Australian market.

If Woolworths was to trial a Chocolate Coated Potato Chip - which one of these would you recommend and why? Take into consideration the following aspects: 1. Who do you think is the target market? Why? 2. How will the quality offerings for each of the brands impact your decision (see 'Product and service decisions". in your text) 3. How will the lack of brand awareness of your chosen brand be overcome? (Refer to the "Social Factors" from Chapter 5) 4. Where should the brand be positioned within the category? (See "Brand Positioning in your text) - When should the product be introduced into the stores?