The ketchup song

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A Ketchup Story

Transcript of The ketchup song

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A Ketchup Story

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The World goes around Ketchup!

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The Brief

• Relaunch X Tomato Ketchup• Induce trial • Convert users from existing brands to X• TG: SEC A, B urban and semi-urban homemakers aged

25-40, looking for taste variation in regular food items • 360-degree campaign plan for 3 months

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The Product

• Proposition: Taste• SKUs: 1kg, 340g, 10g • Price: Tk.180, Tk.80

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Industry and Market Info

• Market size: BDT 150 crore in 2014• Market growth: 15%

40%

20%

15%

5%

20%

Market Share

PRAN Ruchi Ahmed Sajeeb Others

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Market snapshot

340g SKU of X Ketchup not widely available

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Market snapshot

Attractive packaging and various sizes and shapes from the market leader

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Price ComparisonTomato Sauce & Ketchup

Sr No. Name Pack (gm) Price1 Sajeeb Hot Tomato 340 752 Ahmed 340 783 BD 340 804 Druk 400 1455 Meridian 325 956 Shezan 340 807 Pran 340 808 Best 330 939 Life 330 93

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Consumer speakI love the taste of Kimball and

have been having it all

my life

I prefer PRAN Chilly Tomato Ketchup because of its taste

We take both PRAN and

Thai

We take Heinz or Ahmed. Heinz because of its brand

value and Ahmed as its alternative

We prefer DRUK

Best, DRUK or homemade

ketchup because of taste and thickness

Avoid Bangladeshi brands as foreign brands don’t have artificial color or

preservatives

We go for PRAN as it is

widely available and

we are habituated to

it

Best ketchup because of

quality

Heinz because the packaging attracts me

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Main take-out

In an undifferentiated category like tomato ketchup, availability and taste are the key to success

Drives habit

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Communication

• PRAN – sauce er boss; shawb kichu akhone aaro yummy• Ahmed – made from fresh tomatoes, contains no

artificial color or preservatives• Sajeeb – no preservatives or artificial color; shaad er

taan e budhhi aaney

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Communication

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Communication

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Communication

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Communication Idea and MessageX Tomato Ketchup – Spice up your life!/Add life to food!

Just like we add red to perk things up, add X Tomato Ketchup to add the zing to your regular menu!

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Campaign CalendarCampaign Month TV Print Radio Digital BTL Sales/Marketing

Pohela Boishakh + Re-launch

April

Generic TVC TV pop-up

Pohela boishakh tacticalGeneric

Generic - Pohela Boishakh post on FB page- Banner ads in leading websites and targeted FB pages

- Branded tissue paper holder in cafes

- Sampling in campus and corporate cafeteria

- Retail POSM- Hoardings, shop

signs

Institutional sales (corporate and campus cafeteria)

Generic May

Generic TVC TV pop-up

Generic - Generic - “X Tomato

Ketchup Song to spice up your day!”

Interactive posts on how do you add spice to your life? Best answers to win X Noodles and Ketchup

- Branded tissue paper holder in cafes

- Branded T-shirt to those cart owners who place orders of two 340g packs

- Retail POSM- Hoardings, shop

signs

Institutional sales (roadside carts, corporate cafeteria)

Ramadan June

Iftar ticker sponsorSponsored cooking showSponsored Iftar bazaar shows

Ramadan related

- Recipes - Post your best

Iftar table pics contest

- Sampling with 10g sachet in superstores and HoReCa- Branded tissue

paper holder in cafes

- Retail POSM- Hoardings, shop

signs

Institutional sales (HoReCa)

Ramadan + Eid July

Iftar ticker sponsorSponsored cooking showSponsored Iftar bazaar showsEid drama sponsor

Branded recipe booklet with Eid recipes in association with Eid issues of Anyadin and other magazines

- Recipes for Ramadan and Eid

- Best Eid recipes contest

- Sampling with 10g sachet in superstores and HoReCa

- Branded tissue paper holder in cafes

- Retail POSM- Hoardings, shop

signs

Institutional sales (HoReCa)