SkyFlakes® Crackers are produced by Monde M.Y. San Corporation, a subsidiary of Monde Nissin Corporation. In Canada, retail channel partners include Loblaw, Walmart and Amazon.

You have been hired by the brand manager of SkyFlakes∗. The brand manager wants your insights into the following:

1) Briefly explain how you would position this product
2) Describe the changes would you make to the packaging?
• Discuss the positives and negatives/challenges of your idea(s)
3) How might the company extend the product line?
• Discuss the positives and negatives/challenges of your idea(s)
4) Identify and evaluate existing marketing communications of SkyFlakes®
5) Describe your Integrated Marketing Communications concept:
• Be specific (“Facebook” is vague; “contest” is vague; “radio” is vague)
• Discuss the positives and negatives/challenges of each component of your concept