The ketchup song
Transcript of The ketchup song
A Ketchup Story
The World goes around Ketchup!
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
The Product
• Proposition: Taste• SKUs: 1kg, 340g, 10g • Price: Tk.180, Tk.80
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
Market snapshot
340g SKU of X Ketchup not widely available
Market snapshot
Attractive packaging and various sizes and shapes from the market leader
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
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
Main take-out
In an undifferentiated category like tomato ketchup, availability and taste are the key to success
Drives habit
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
Communication
Communication
Communication
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!
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)