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Abstract

This case describes the market situation of the chips ''Kellys'' in Slovenia in 2001 and challenges students to identify potential problems that this brand is facing and find the appropriate marketing strategies and programmes in order to solve them. Kelly''s is an Austrian producer of chips, represented in Slovenia by the company Magistrat International. Magistrat aims at increasing Kelly''s market share and, through this, achieve the objective of becoming the leading brand in the Slovenian chips market in 2003. However, they face strong competition from other premium brands of chips, as well as from lower tier brands and private labels. The case describes Kelly''s marketing mix and gives students information about competition and consumers. In the period May 2000 to May 2001, Magistrat International managed to increase the brand''s market share from 7% to 14%. However, several decisions still have to be taken in order to achieve the objective of becoming the market leader.
Location:
Industry:
Size:
140 employees in 1999
Other setting(s):
2001

About

Abstract

This case describes the market situation of the chips ''Kellys'' in Slovenia in 2001 and challenges students to identify potential problems that this brand is facing and find the appropriate marketing strategies and programmes in order to solve them. Kelly''s is an Austrian producer of chips, represented in Slovenia by the company Magistrat International. Magistrat aims at increasing Kelly''s market share and, through this, achieve the objective of becoming the leading brand in the Slovenian chips market in 2003. However, they face strong competition from other premium brands of chips, as well as from lower tier brands and private labels. The case describes Kelly''s marketing mix and gives students information about competition and consumers. In the period May 2000 to May 2001, Magistrat International managed to increase the brand''s market share from 7% to 14%. However, several decisions still have to be taken in order to achieve the objective of becoming the market leader.

Settings

Location:
Industry:
Size:
140 employees in 1999
Other setting(s):
2001

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