Chipsy case
-
Upload
mohamed-abdelhamid -
Category
Business
-
view
592 -
download
3
description
Transcript of Chipsy case
![Page 1: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/1.jpg)
CHIPSY CASE Prepared by COMET, Marketing council
Cairo, 2013
![Page 2: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/2.jpg)
• Introduction
• Marketing Research
• Promotion
2 Introduction COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 3: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/3.jpg)
Background
Chipsy for Food Industries is one of the leading companies in FMCG industry in Egypt
For more than 30 years, Chipsy is providing the best snacks with world class quality in Egypt
Competitive becomes fiercely in Ramadan between market leaders, it is a buzz to achieve more productivity and profits
Introduction 3 COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 4: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/4.jpg)
Problem
• To know why people laugh and what they expect from Chipsy in the upcoming months
• Find out the way to reach the consumers
4 Introduction COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 5: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/5.jpg)
Objectives
• Chipsy‘s Market Share
• Chipsy’s competitors
• Consumer feedbacks “Chipsy’s last campaign”
• Finding out what makes people laugh
5 Introduction COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 6: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/6.jpg)
• Introduction
• Marketing Research
• Promotion
![Page 7: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/7.jpg)
Marketing Research
Research Design
Implementation
Interpretation
7 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 8: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/8.jpg)
Research Design
Descriptive Research
8 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 9: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/9.jpg)
Type of Data
Primary
Secondary
9 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 10: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/10.jpg)
Observation
Mystery Shopping
10 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 11: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/11.jpg)
Communication
11
Focus Group
Survey Interview
Qualitative Quantitative
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 12: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/12.jpg)
Key Questions
12
Time consumer watch T.V.
Preferred potato chips
Online time Consumer expectations
Laugh reasons
Chipsy evolution
Best actor Best ad
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 13: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/13.jpg)
Market Share
13 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
85%
4% 3%
1% 1%
![Page 14: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/14.jpg)
Best Ad and Actor
14 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
42%
48%
10%
12%
45%
23%
20%
![Page 15: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/15.jpg)
Laugh concept
15
36%
32%
20%
12%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 16: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/16.jpg)
Consumer Availability
16
80%
20%
47%
42%
11%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 17: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/17.jpg)
Consumer’s Feedback
17
47%
48%
5%
25%
69%
6%
15%
77%
8%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 18: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/18.jpg)
Competitor Analysis
• Availability
• Pricing
• Placement
18 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 19: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/19.jpg)
• Introduction
• Marketing Research
• Promotion
![Page 20: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/20.jpg)
New Message
بضحك عشان !
20 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 21: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/21.jpg)
Promotional Campaign
علشان اضحك
ضحكتك الكونح تنور
21 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
Objective
Stimulating demand
Emotional relationship
Strategy
Push Strategy
![Page 22: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/22.jpg)
Phase one
• Teasing Phase
• Outdoor Advertising
22 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
7 days before Ramadan
![Page 23: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/23.jpg)
Phase two
• Outdoor Advertising
• Broadcast Advertising
– Radio
– TV
23 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
1st 20 days
![Page 24: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/24.jpg)
Public Relation
• الرحمن موائد
• Soap Soccer Tournament
• الخيمه الرمضانيه
24 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 25: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/25.jpg)
Online Advertising
– Funny moments
– # بضحك علشان
25 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
5th to 20th
![Page 26: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/26.jpg)
Direct Marketing
• Funny SMSs
26 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
5th to 20th
![Page 27: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/27.jpg)
Phase three
• Online Campaign
• Public Relations
• Direct Marketing
• Broadcast Advertising
• Outdoor Advertising
27 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
20th to
End of
Ramadan
![Page 28: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/28.jpg)
Sales Promotion
• Yoghurt and Pepsi
• Smileys in the Chipsy packs
• Fanos Ramadan
28 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
![Page 29: Chipsy case](https://reader033.fdocuments.in/reader033/viewer/2022042515/545508f3af7959795d8b4692/html5/thumbnails/29.jpg)
Thank you
29
بتضحك علشان
COMET | Marketing Council | May - 2013 | Chipsy Case