SmartSnax is exploring the launch of CauliChips (CC), a line of baked cauliflower chips, across the U.S. CC will be available in a variety of flavors, including jalapeno pepper and cheddar, and is meant to be a healthier alternative to traditional potato chips. Marketing management expects the products to find a wide audience among salty snack fans, but is eager to develop a more specific idea as to CC's appeal.

Explain how the company is using the marketing concept in developing the new chips.