Chipsy case

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Chipsy case

  1. 1. CHIPSY CASEPrepared by COMET, Marketing councilCairo, 2013
  2. 2. • Introduction• Marketing Research• Promotion2 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case
  3. 3. BackgroundChipsy for Food Industries isone of the leading companiesin FMCG industry in EgyptFor more than 30 years, Chipsyis providing the best snackswith world class quality inEgyptCompetitive becomes fiercelyin Ramadan between marketleaders, it is a buzz to achievemore productivity and profitsIntroduction3 COMET | Marketing Council | May - 2013 | Chipsy Case
  4. 4. Problem• To know why peoplelaugh and what theyexpect from Chipsy inthe upcomingmonths• Find out the way toreach the consumers4 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case
  5. 5. Objectives• Chipsy‘s Market Share• Chipsy’s competitors• Consumer feedbacks“Chipsy’s last campaign”• Finding out what makespeople laugh5 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case
  6. 6. • Introduction• Marketing Research• Promotion
  7. 7. Marketing ResearchResearchDesignImplementationInterpretation7 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  8. 8. Research DesignDescriptiveResearch8 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  9. 9. Type of DataPrimarySecondary9 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  10. 10. ObservationMysteryShopping10 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  11. 11. Communication11FocusGroup SurveyInterviewQualitative QuantitativeMarketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  12. 12. Key Questions12Time consumerwatch T.V.Preferredpotato chipsOnline time ConsumerexpectationsLaughreasonsChipsyevolutionBest actorBest adMarketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  13. 13. Market Share13 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case85%4% 3%1% 1%
  14. 14. Best Ad and Actor14 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case42%48%10%12%45%23%20%
  15. 15. Laugh concept1536%32%20%12%Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  16. 16. Consumer Availability1680%20%47%42%11%Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  17. 17. Consumer’s Feedback1747%48%5%25%69%6%15%77%8%Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  18. 18. Competitor Analysis• Availability• Pricing• Placement18 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
  19. 19. • Introduction• Marketing Research• Promotion
  20. 20. New Message‫بضحك‬! ‫عشان‬20 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
  21. 21. Promotional Campaign‫اضحك‬‫علشان‬‫ضحكتك‬‫تنور‬ ‫ح‬‫الكون‬21 PromotionCOMET | Marketing Council | May - 2013 | Chipsy CaseObjectiveStimulating demandEmotional relationshipStrategyPush Strategy
  22. 22. Phase one• Teasing Phase• Outdoor Advertising22 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case7 daysbefore Ramadan
  23. 23. Phase two• Outdoor Advertising• Broadcast Advertising– Radio– TV23 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case1st 20 days
  24. 24. Public Relation• ‫موائد‬‫الرحمن‬• Soap SoccerTournament• ‫الرمضانيه‬ ‫الخيمه‬24 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
  25. 25. Online Advertising• Facebook– Funny moments• Twitter–# ‫علشان‬ ‫بضحك‬25 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case5th to20th
  26. 26. Direct Marketing• Funny SMSs26 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case5th to20th
  27. 27. Phase three• Online Campaign• Public Relations• Direct Marketing• BroadcastAdvertising• Outdoor Advertising27 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case20th toEnd ofRamadan
  28. 28. Sales Promotion• Yoghurt and Pepsi• Smileys in theChipsy packs• Fanos Ramadan28 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
  29. 29. Thank you29‫علشان‬ ‫بتضحك‬COMET | Marketing Council | May - 2013 | Chipsy Case

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