Assume you are the Category Manager, Sweet and Salty Snacks for Woolworths. Given the growth in sweet popcorn, you've been given the directive to build a case to choose a second brand to compete against the Kettle range of Sweet Popcorn. Whilst the store also carries the cheaper Movietime Popcorn, the supermarket wants to tap into consumers' desire for premium snacking products.

The initial trial will only be for Sydney metro stores but may expand to other states if it proves successful.

You've been given a choice of 4 brands which already have established markets overseas - namely Oreo Popcorn, Snickers Popcorn, Mrs Fields Nibblers Popcorn and Twix Popcorn. Each has its own price point and product message.

Answer the following question

If Woolworths was to choose ONE additional product to add to their Sweet Popcorn range - 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? (Refer back to Chapter 6)

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)

5. When should the product be introduced into the stores?