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How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND.
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A Love Story
IBX 9 Project DefenseALPHONSUS E.WAka eKLEkT!Ka
There is a growing trend of standardizing and
branding of our local foods in Nigeria. Pick one local delicacy, give it a brand innovation spin and show us how you will take on
the market. Create brand identity for your local delicacy using 3 communication
posters as well as merchandising materials for your brand photo shoot explaining the
nuances of culture.
Brief
Kemi works with GTB on the Island
She is married to her hearthrob, Bayo.
They both are
well-to-do, successful,
and upwardly mobile
They both
are well-to-do,
successful, and upwardly
mobile
BUT…
They are CHILDLESS.
For the last 6 years of their
marriage, they have not been able to have a
child.
Kemi LONGS to cuddle a baby, her baby. That she
bore and birthed.
Universal Human Truth
Kemi LONGS to cuddle a baby, her baby. That she bore and birthed.
Bayo is INFERTILE
Obstacle
Maami loves Kemi. Kemi is her
sunshine, her life, her only daughter. But she has been
diagnosed with Ovarian cancer. It is malignant. It has ravaged Maami so badly that
the Medics say she has got just barely 14 months to live.
Conflict
Maami wants to hold Kemi’s baby in her
arms before…
… She Passes On!
So how does a Brand Specialist cum Statistician help her??
Reading books voraciously online
and offline Spending long hours thinking Consulting Midwives, Medical
and Native Doctors Talking and interacting with folks
on how to find a way round this obstacle
I went sleuthing…
One day, while sitting at Iya Gbenga’s Boli
Grill,I Got IT!
While sitting at Iya Gbenga’s Boli Grill,… I got It!
More women than men bought
Boli from Iya Gbenga Especially women between
ages 20 to 37 Smart, Pretty, Moneyed, some
with their cars
Consumer Behaviour
I went back into my Library to
study in order to find out why this was so. That was when I made some SHOCKING Discoveries!
WHY?
Darwinian/Evolutionary-
Eating Boli reminded them of what they did in their bedrooms with their partners.
Insight
-Boli has been pharmacologically proven
to induce, sustain and maintain erection.
-It tackles frigidity, reduces impotence, and boosts sexual performance and sex drive in males and females as well as preventing premature ejaculation.
Reasons To Believe
Challenge
But how do we make Boli readily available to the likes of Kemi who might want to snack
on Boli but are either too touche or too busy?
Big Idea
The HOT AIR phenomenon is a
patented invention in USA known as
Modified Atmosphere Packaging.
Product Description
Bobo Nutty™ is roasted plantain packaged in a sealed air-tight wrapper containing Hot Preservative Gas using the Modified Atmosphere Packaging.
The inside of the plantain is filled with either Groundnut, Cashew nut or Coconut ie 3 Flavours.
The 'pop' sound which would occur when the wrapper is
opened, due to the Hot Air™ inside, would be the Tribal
Badge and would even be used in media Communication
materials.
Tribal Badge
Tag Line Bobo Naughty... Be Naughty, It’s Allowed. Bobo Nutty… Something For Your Something. The Best Thing Since Agege Bread... Bobo Nutty. Packaging Bright cylindrical packaging with the logo embossed on
the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.
Marketing Launch Strategy
Tag LineBobo Naughty... Be Naughty, It’s Allowed.Bobo Nutty… Something For Your Something.The Best Thing Since Agege Bread... Bobo Nutty. PackagingBright cylindrical packaging with the logo embossed on the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.
Sausage Rolls (Gala, Beefie, Chunkie) Plantain Chips Fruits
Competitors
1) Edumercial/ Infomercial
2)Campaign Of Calumny Against Sausages
3) Tuface, Flavor and Lynxx As Product Ambassadors and Celebrity Drivers like
Omotola
4) Product Launch on Valentine’s Day
Marketing Launch Strategy
Market Launch Strategy
Edumercial/
Infomercial
Market Launch StrategyEdumercial/Infomercial
Market Launch Strategy
Campaign Of Calumny Against
Sausages
Market Launch StrategyCampaign
Of Calumny Against
Sausages
Market Launch Strategy
Tuface, Flavor and Lynxx As
Product Ambassadors and Celebrity Drivers like
Omotola
Market Launch Strategy
Product Launch On Val’s Day
Price, Packing and Packaging
Bright cylindrical packaging with the logo embossed on the Air tight wrapper.
The Plantain will be filled with either Groundnut, Cashew nut or Coconut (3 Flavors)
1 wrapper=N200 A Roll consisting of 5
wrappers=N1000 A Carton contains 100
wrappers
Target Market
Young Women between 21 and 37
Successful Smart Middle Class Tech Savvy Aspirers, Explorers
and Succeeders.
Need Of Target Market
They want to enjoy sex with the one they love and choose
They enjoy local snacks especially Boli
But they would prefer it neatly packaged and hot
Brand Creative Idea- Empower Him To Please
You
Positioning
Sales Outlets in Shoprite, Palms Shopping
Malls, Addide, Pep etc Sales on Traffic by retailers Mobile Racks patrolling corporate spaces in VI,
Lekki, TBS, CMS
Place
Kemi and Her Hubby, Bayo bought into the
Boli Culture. 13 Months after, Kemi and Bayo welcomed a
bouncing baby boy. They named him EKUNDAYO Maami carried her Grandchild before passing
on 3 months after.
Epilogue
Kemi and Bayo have 2 more kids They are still happily living in their home in
Lekki Phase 2.
Epilogue
♫You don hear of Bobo Nutty? Say Bobo Nutty (Repeat).You don chop Bobo Nutty? Say Bobo Nutty (Repeat).E better pass Agege Bread, say Bobo Nutty (Repeat). E go help your guy to knack you well-well, say Bobo Nutty (Repeat).If you want Bobo Nutty, say Bobo Nutty. (Repeat)Abeg say Bobo Nutty, Say Bobo Nutty. (Repeat)Everybody wants Bobo Nutty, say Bobo Nutty. (Repeat)Yes, Bobo Nutty, Oya Bobo Nutty, Yes, Bobo Nutty, Ngwa Bobo Nutty, Yes, Bobo Nutty, Yes, Bobo Nutty. ♪
The End