Group 1ISHTIAQ BIN MASUDRAFID AL-MAHMOOD

RAIHAN NEWAZIMRAN SAMI

ZAYAN FIDA NOORTASHFIQ CHOWDHURY

SAWGAT MAHMUD

And the product we wish to rebrand....The LegendaryBombay Sweets Ring Chips!!

Identification of problems/issues with the brand

SWOT analysisStrenght:

* Well known parent brand -Bombay Sweets

*One of the first product in the criteria

*Strong and well spread distribution channels cheaper than other chips

Weakness:*Dying Brand

*Declining Demand*No proper target segments

*Very soor brand communication history

*Did not modernize over time

Opportunity:*International Market

*Cohort population* Recent trend of prioritizing experience over product

only

Threats:*existing and upcoming

competitors

Industry: Porter’s 5Forces

Porters Five Forces

Bargaining Power of Consumers:

low

Bargaining power of

Suppliers: High

Threat of Substitute

Products: HIGH

Intensity of Rivalry among

Competing Firms: HIGH

Threat of New Entrants:Moderate

COMPETITOR ANALYSIS: STRENGTHS AND WEAKNESSES OF CURRENT AND POTENTIAL COMPETITORS

TARGET MARKET:NO SPECIFIC TARGET MARKETS

POSITIONING: BANGLADESHI CHIPS. VERSATILE

PRODUCT IMAGE: PRECIEVED TO BE MONOTONOUS AND ONLY GOOD IN MEMORIES.

NOT INTERESTING ENOUGH TO ACTUALLY MAKE A PURCHASEPOD:

THE SHAPE OF THE CHIPSPOP:

ITS A CHIPS BRAND LIKE ALL OTHER AND THE CONSUMPTION PURPOSE IS SAME, I.E: LEISURE

PEOPLE BORN IN LATE 90'S HAVE VERY LITTLE RECOGNITION OF TH BRAND. ORIGINAL TASTE IS MISSING. NO COMMUNICATION FOR A LONG TIME MADE THE PRODUCT IMAGE FOGGY.

The New Campaign Strategy

Segmentation

Age: 5 to 29

Gender: Both male and female

Social Class: Middle and Upper

Middle  

Geographical Segmentation:

We shall target the urban youngsters but at the same time target the sub urban or village youngsters as well. This is because, the urban people

even buy chips for the fun and excitement but the village people

buys only because of the core product. Since there are very little

variety of chips in the village and sub urban areas and since we have

strong distribution channel, we can reach out to them quite easily.

The New Creative Strategy

A PIECE OF OUR MIND:WE KNOW THAT THIS MARKET IS FLOODED WITH COMPETITORS, COMPARED TO WHICH OURS IS A BIT WEAK. THE SIMPLE FLAVOR, THE OLD FASHIONED PACKAGING MAKES IT TOUGH TO COMPETE WITH THE PRESENT COMPETING BRANDS WHO HAVE MODERN AND COMPLICATED TASTE, MODERN PACKAGING AND HENCE GRABBED A BIGGER MARKET.

KEEPING OUR TASTE, PACKAGING CONCEPT SIMILAR TO WHAT IT USED TO BE, WE TOOK THE CHALLENGE OF INFLUENCING THE PURCHASE DECISION OF THE BUYERS.

New Positioning• FUN LOVING BANGLADESHI CHIP BRAND WHICH

CONTINUED ENTERTAINING ITS CONSUMERS THROUGHOUT ITS EXISTANCE.

• EXCITING AND INNOVATIVEWE WILL TRY AND BUILD AN EMOTIONAL ATTACHMENT TO THE PRODUCT AND MAKE IT A PART OF PEOPLE'S LIFESTYLE. (EG: COKE)

BrandingNew Tagline“Bombay

Ring Chips, The

Bomchips!"A wordplay between Bombay Sweets and Chips. BOMCHIPS is

an arbitrary selection of word

which has no literal meaning but will be

appealing to the target market that

we intend to capture. It also

depicts the fun and exciting image and

proves to be innovative too.

AdvertisingOutdoor: Outdoor

ads and also interactive communication will take place online. Also shall we be

sponsoring circus, magic shows and concerts.We shall

arrange competitons like

"RING IT!"- finding more creative uses

of ring.

Brand Elements

New packaging: We shall improve

and most importantly

modernize the packaging keeping the basic color and texture the same.

We shall add proper nutritional facts on

the package.Brand Character:

We shall slightly modernize the RED POTATO and make it a bit more modern. Like making it 3D

Depiction Of Image:

Outdoor ads

New Media Strategy Presentation

Mixture Of Media

• OUTDOOR: BILLBOARDS AND BRANDING ON FOOT OVER BRIDGE, UNDERPASS ENTRANCE AND FLYOVER BEAMS 

• BROADCAST AND PRESS : TV ADVERTS, RADIO ENDORSEMENTS. NEWSPAPER ADS. MAGAZINE ADS LIKE IN VIBE YOUTH BASED MAGAZINE.

• SPONSORSHIPS: CIRCUS SHOWS WITHIN OR OUTSIDE DHAKA, MAGIC SHOWS AND CONCERTS

• ONLINE: EXTENSIVE PROMOTION IN SOCIAL MEDIA SITES LIKE FACEBOOK AND TWITTER.

Elements of Promotional Mix

RDC

Press

Others

Events

Activation

Digital

ATL TTL BTL

Broadcast media (TV,

Radio)

Out-of-Home media

Personal Selling

P-O-P (displays, packaging)

Internet/ Interactive

Direct Marketing

Sales Promotion

Product Placements (TV

and Movies)

Print Media (Newspapers, Magazines)

Public Relations/ Publicity

Word-of-Mouth Events and Sponsorships

Target audience

Digital: VIRAL AD

Social Media: and

Reach: Internet generation: Large spread

Objective: Use of puffery Stealth marketing Buzz Marketing

RDC Target : Dynamic Segment specially Youth or University

students.

Radio Commercial aired at different times of the day.

Radio Show

“Bombay Music Hour”

Stickers : Effectively use traffic jam>Bumpers & poles>Movers

Stickers

Brand Ambassador

Dhanmondi : 30’ X 20’

Billboards Locations (Dhaka)

Farmgate : 30’ X 20’

Gulshan 1 : 60’ X 20’

Mohakhali Flyover: 30’ X 20’

Brand Dynamics Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Strong Relationship

Weak Relationship