chipsy case
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CHIPSY CASE Prepared by COMET, Marketing council
Cairo, 2013
• Introduction
• Marketing Research
• Promotion
2 Introduction COMET | Marketing Council | May - 2013 | Chipsy Case
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
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
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
• Introduction
• Marketing Research
• Promotion
Marketing Research
Research Design
Implementation
Interpretation
7 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Research Design
Descriptive Research
8 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Type of Data
Primary
Secondary
9 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Observation
Mystery Shopping
10 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Communication
11
Focus Group
Survey Interview
Qualitative Quantitative
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
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
Market Share
13 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
85%
4% 3%
1% 1%
Best Ad and Actor
14 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
42%
48%
10%
12%
45%
23%
20%
Laugh concept
15
36%
32%
20%
12%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Consumer Availability
16
80%
20%
47%
42%
11%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Consumer’s Feedback
17
47%
48%
5%
25%
69%
6%
15%
77%
8%
Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
Competitor Analysis
• Availability
• Pricing
• Placement
18 Marketing Research COMET | Marketing Council | May - 2013 | Chipsy Case
• Introduction
• Marketing Research
• Promotion
New Message
بضحك عشان !
20 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
Promotional Campaign
علشان اضحك
ضحكتك الكونح تنور
21 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
Objective
Stimulating demand
Emotional relationship
Strategy
Push Strategy
Phase one
• Teasing Phase
• Outdoor Advertising
22 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
7 days before Ramadan
Phase two
• Outdoor Advertising
• Broadcast Advertising
– Radio
– TV
23 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
1st 20 days
Public Relation
• الرحمن موائد
• Soap Soccer Tournament
• الخيمه الرمضانيه
24 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
Online Advertising
– Funny moments
– # بضحك علشان
25 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
5th to 20th
Direct Marketing
• Funny SMSs
26 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
5th to 20th
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
Sales Promotion
• Yoghurt and Pepsi
• Smileys in the Chipsy packs
• Fanos Ramadan
28 Promotion COMET | Marketing Council | May - 2013 | Chipsy Case
Thank you
29
بتضحك علشان
COMET | Marketing Council | May - 2013 | Chipsy Case