Marketing Campaign for HungryNaki.com - Intra-IBA Branding Competition (IIBC) 2015 - Round 2
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Marketing campaign for a popular food delivery service called HungryNaki in Bangladesh. Talks about how to defeat FoodPanda. Winning slides for the second round of IIBC 2015.
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Round 2 - 2020Sim ID Z78286_8High Level OverviewTe.docx
Round 2 - 2020
Sim ID Z78286_8
High Level Overview
Team Name Andrews Baldwin Chester Digby Erie Ferris Average
Sales $40,901 $69,888 $42,019 $76,381 $37,751 $46,297 $52,206
Profit $5,181 $6,194 $2,749 $7,677 $2,462 $3,108 $4,562
Contribution
Margin
32.0% 27.2% 27.6% 29.5% 29.4% 28.6% 29.1%
Emergency Loan $0 $0 $0 $0 $0 $0 $0
Stock Price $23.47 $21.84 $15.34 $26.48 $13.74 $17.70 $19.76
Market Share 13.1% 22.3% 13.4% 24.4% 12.1% 14.8% 16.7%
Research and Development
Use the Customer Buying Criteria, Product List and Perceptual Map to help you design products for your
customers and analyze where your products are positioned relative to your competition.
Customer Buying Criteria
Low Tech
Customer Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000
Hours
21%
Positioning Performance 5.8
Size 14.2
9%
High Tech
Customer Buying
Criteria Importance
Positioning Performance 8.8
Size 11.2
33%
Age 0 Years 29%
Price $25.00 - $45.00 25%
Reliability 17,000 - 23,000
Hours
13%
Perceptual Map
Performance
S
iz
e
0 2 4 6 8 10 12 14 16 18 20
0
2
4
6
8
10
12
14
16
18
20
Product List
Name Pfmn. Size Reliability Age Revision Date
Able 5 15.6 19750 1.8 6-Oct-2020
Baker 6.5 14.1 19800 2.1 8-Mar-2020
Bold 7.1 11.7 22400 0.6 15-May-2020
Cake 5.7 14.2 17000 3.3 19-Jan-2020
Cent - - - - 7-May-2021
Daze 6.6 13.6 19500 2.1 22-Apr-2020
Dabble 8 12.4 22000 0.6 11-May-2020
Eat 6 14.4 16500 3.3 15-Jan-2020
East - - - - 16-Mar-2021
Fast 8.5 11.6 22000 1.7 14-Oct-2020
Feast - - - - 23-May-2021
Marketing
Look at each segment to assess how your products fit in the market. View how many units each product sold
and their projected sales, and compare your product's price, promo & sales budget to the competition. The
Customer Satisfaction Score tells you what your customers think of each product.
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $34.00 1,024 1,125 No $1,000 31% $1,000 61% 13
Baker $33.40 1,204 1,179 No $1,350 43% $1,350 77% 22
Bold $42.35 27 39 Yes $550 43% $550 33% 1
Cake $28.95 1,226 1,199 No $925 29% $925 56% 20
Daze $35.00 1,092 1,068 No $1,450 48% $1,450 83% 19
Eat $29.30 1,093 1,069 No $875 28% $875 54% 18
Fast $38.50 432 420 No $1,275 28% $1,500 85% 1
Low Tech Segment
Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000 Hours 21%
Positioning Performance 5.8 Size 14.2 9%
Demand Information
Market Size 6,098
Units Sold 6,098
Growth Rate 10%
Market Share
Andrews (16.8%) Baldwin (20.2%)
Chester (20.1%) Digby (17.9%)
Erie (17.9%) Ferris (7.1%)
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $34.00 179 200 No $1,000 31% $1,000 61% 1
Baker $33.40 491 457 No $1,350 47% $1,350 77% 11
Bo.
Round 2 - 2020Sim ID Z79546_8High Level OverviewTe.docx
Round 2 - 2020
Sim ID Z79546_8
High Level Overview
Team Name Andrews Baldwin Chester Digby Erie Ferris Average
Sales $24,467 $66,166 $50,225 $78,915 $45,702 $50,223 $52,616
Profit ($1,150) $5,535 $3,945 $7,983 $3,781 $3,486 $3,930
Contribution
Margin
29.5% 27.6% 27.7% 29.8% 29.2% 28.4% 28.7%
Emergency Loan $19,811 $0 $0 $0 $0 $0 $0
Stock Price $1.00 $21.99 $18.40 $28.60 $17.08 $19.61 $17.78
Market Share 7.8% 21.0% 15.9% 25.0% 14.5% 15.9% 16.7%
Research and Development
Use the Customer Buying Criteria, Product List and Perceptual Map to help you design products for your
customers and analyze where your products are positioned relative to your competition.
Customer Buying Criteria
Low Tech
Customer Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000
Hours
21%
Positioning Performance 5.8
Size 14.2
9%
High Tech
Customer Buying
Criteria Importance
Positioning Performance 8.8
Size 11.2
33%
Age 0 Years 29%
Price $25.00 - $45.00 25%
Reliability 17,000 - 23,000
Hours
13%
Perceptual Map
Performance
S
iz
e
0 2 4 6 8 10 12 14 16 18 20
0
2
4
6
8
10
12
14
16
18
20
Product List
Name Pfmn. Size Reliability Age Revision Date
Able 8 13.1 18500 1.8 9-Aug-2020
Baker 6.5 14.1 19800 2.1 8-Mar-2020
Bold 7.1 11.7 22400 0.6 15-May-2020
Cake 5.7 14.2 17000 3.3 19-Jan-2020
Cent - - - - 7-May-2021
Daze 6.6 13.6 19500 2.1 22-Apr-2020
Dabble 8 12.4 22000 0.6 11-May-2020
Eat 6 14.4 16500 3.3 15-Jan-2020
East - - - - 16-Mar-2021
Fast 8.5 11.6 22000 1.7 14-Oct-2020
Feast - - - - 23-May-2021
Marketing
Look at each segment to assess how your products fit in the market. View how many units each product sold
and their projected sales, and compare your product's price, promo & sales budget to the competition. The
Customer Satisfaction Score tells you what your customers think of each product.
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $42.00 216 200 No $900 19% $900 57% 3
Baker $33.40 1,207 1,395 Yes $1,350 43% $1,350 77% 22
Bold $42.35 32 45 Yes $550 43% $550 33% 1
Cake $28.95 1,511 1,421 Yes $925 29% $925 56% 20
Daze $35.00 1,226 1,264 Yes $1,450 48% $1,450 83% 19
Eat $29.30 1,364 1,267 No $875 28% $875 54% 18
Fast $38.50 541 507 No $1,275 28% $1,500 85% 1
Low Tech Segment
Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000 Hours 21%
Positioning Performance 5.8 Size 14.2 9%
Demand Information
Market Size 6,098
Units Sold 6,098
Growth Rate 10%
Market Share
Andrews (3.5%) Baldwin (20.3%)
Chester (24.8%) Digby (20.1%)
Erie (22.4%) Ferris (8.9%)
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $42.00 366 328 No $900 30% $900 57% 9
Baker $33.40 377 438 Yes $1,350 47% $1,350 77% 11
Bold $4.
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Similar to Marketing Campaign for HungryNaki.com - Intra-IBA Branding Competition (IIBC) 2015 - Round 2
Round 2 - 2020Sim ID Z78286_8High Level OverviewTe.docx
Round 2 - 2020
Sim ID Z78286_8
High Level Overview
Team Name Andrews Baldwin Chester Digby Erie Ferris Average
Sales $40,901 $69,888 $42,019 $76,381 $37,751 $46,297 $52,206
Profit $5,181 $6,194 $2,749 $7,677 $2,462 $3,108 $4,562
Contribution
Margin
32.0% 27.2% 27.6% 29.5% 29.4% 28.6% 29.1%
Emergency Loan $0 $0 $0 $0 $0 $0 $0
Stock Price $23.47 $21.84 $15.34 $26.48 $13.74 $17.70 $19.76
Market Share 13.1% 22.3% 13.4% 24.4% 12.1% 14.8% 16.7%
Research and Development
Use the Customer Buying Criteria, Product List and Perceptual Map to help you design products for your
customers and analyze where your products are positioned relative to your competition.
Customer Buying Criteria
Low Tech
Customer Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000
Hours
21%
Positioning Performance 5.8
Size 14.2
9%
High Tech
Customer Buying
Criteria Importance
Positioning Performance 8.8
Size 11.2
33%
Age 0 Years 29%
Price $25.00 - $45.00 25%
Reliability 17,000 - 23,000
Hours
13%
Perceptual Map
Performance
S
iz
e
0 2 4 6 8 10 12 14 16 18 20
0
2
4
6
8
10
12
14
16
18
20
Product List
Name Pfmn. Size Reliability Age Revision Date
Able 5 15.6 19750 1.8 6-Oct-2020
Baker 6.5 14.1 19800 2.1 8-Mar-2020
Bold 7.1 11.7 22400 0.6 15-May-2020
Cake 5.7 14.2 17000 3.3 19-Jan-2020
Cent - - - - 7-May-2021
Daze 6.6 13.6 19500 2.1 22-Apr-2020
Dabble 8 12.4 22000 0.6 11-May-2020
Eat 6 14.4 16500 3.3 15-Jan-2020
East - - - - 16-Mar-2021
Fast 8.5 11.6 22000 1.7 14-Oct-2020
Feast - - - - 23-May-2021
Marketing
Look at each segment to assess how your products fit in the market. View how many units each product sold
and their projected sales, and compare your product's price, promo & sales budget to the competition. The
Customer Satisfaction Score tells you what your customers think of each product.
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $34.00 1,024 1,125 No $1,000 31% $1,000 61% 13
Baker $33.40 1,204 1,179 No $1,350 43% $1,350 77% 22
Bold $42.35 27 39 Yes $550 43% $550 33% 1
Cake $28.95 1,226 1,199 No $925 29% $925 56% 20
Daze $35.00 1,092 1,068 No $1,450 48% $1,450 83% 19
Eat $29.30 1,093 1,069 No $875 28% $875 54% 18
Fast $38.50 432 420 No $1,275 28% $1,500 85% 1
Low Tech Segment
Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000 Hours 21%
Positioning Performance 5.8 Size 14.2 9%
Demand Information
Market Size 6,098
Units Sold 6,098
Growth Rate 10%
Market Share
Andrews (16.8%) Baldwin (20.2%)
Chester (20.1%) Digby (17.9%)
Erie (17.9%) Ferris (7.1%)
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $34.00 179 200 No $1,000 31% $1,000 61% 1
Baker $33.40 491 457 No $1,350 47% $1,350 77% 11
Bo.
Round 2 - 2020Sim ID Z79546_8High Level OverviewTe.docx
Round 2 - 2020
Sim ID Z79546_8
High Level Overview
Team Name Andrews Baldwin Chester Digby Erie Ferris Average
Sales $24,467 $66,166 $50,225 $78,915 $45,702 $50,223 $52,616
Profit ($1,150) $5,535 $3,945 $7,983 $3,781 $3,486 $3,930
Contribution
Margin
29.5% 27.6% 27.7% 29.8% 29.2% 28.4% 28.7%
Emergency Loan $19,811 $0 $0 $0 $0 $0 $0
Stock Price $1.00 $21.99 $18.40 $28.60 $17.08 $19.61 $17.78
Market Share 7.8% 21.0% 15.9% 25.0% 14.5% 15.9% 16.7%
Research and Development
Use the Customer Buying Criteria, Product List and Perceptual Map to help you design products for your
customers and analyze where your products are positioned relative to your competition.
Customer Buying Criteria
Low Tech
Customer Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000
Hours
21%
Positioning Performance 5.8
Size 14.2
9%
High Tech
Customer Buying
Criteria Importance
Positioning Performance 8.8
Size 11.2
33%
Age 0 Years 29%
Price $25.00 - $45.00 25%
Reliability 17,000 - 23,000
Hours
13%
Perceptual Map
Performance
S
iz
e
0 2 4 6 8 10 12 14 16 18 20
0
2
4
6
8
10
12
14
16
18
20
Product List
Name Pfmn. Size Reliability Age Revision Date
Able 8 13.1 18500 1.8 9-Aug-2020
Baker 6.5 14.1 19800 2.1 8-Mar-2020
Bold 7.1 11.7 22400 0.6 15-May-2020
Cake 5.7 14.2 17000 3.3 19-Jan-2020
Cent - - - - 7-May-2021
Daze 6.6 13.6 19500 2.1 22-Apr-2020
Dabble 8 12.4 22000 0.6 11-May-2020
Eat 6 14.4 16500 3.3 15-Jan-2020
East - - - - 16-Mar-2021
Fast 8.5 11.6 22000 1.7 14-Oct-2020
Feast - - - - 23-May-2021
Marketing
Look at each segment to assess how your products fit in the market. View how many units each product sold
and their projected sales, and compare your product's price, promo & sales budget to the competition. The
Customer Satisfaction Score tells you what your customers think of each product.
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $42.00 216 200 No $900 19% $900 57% 3
Baker $33.40 1,207 1,395 Yes $1,350 43% $1,350 77% 22
Bold $42.35 32 45 Yes $550 43% $550 33% 1
Cake $28.95 1,511 1,421 Yes $925 29% $925 56% 20
Daze $35.00 1,226 1,264 Yes $1,450 48% $1,450 83% 19
Eat $29.30 1,364 1,267 No $875 28% $875 54% 18
Fast $38.50 541 507 No $1,275 28% $1,500 85% 1
Low Tech Segment
Buying Criteria Importance
Price $15.00 - $35.00 41%
Age 3 Years 29%
Reliability 14,000 - 20,000 Hours 21%
Positioning Performance 5.8 Size 14.2 9%
Demand Information
Market Size 6,098
Units Sold 6,098
Growth Rate 10%
Market Share
Andrews (3.5%) Baldwin (20.3%)
Chester (24.8%) Digby (20.1%)
Erie (22.4%) Ferris (8.9%)
Name Price Units Sold
Potential
Sold
Stock Out
Sales
Budget
Customer
Accessibility
Promo
Budget
Customer
Awareness
Customer
Satisfaction
Able $42.00 366 328 No $900 30% $900 57% 9
Baker $33.40 377 438 Yes $1,350 47% $1,350 77% 11
Bold $4.
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Marketing Campaign for HungryNaki.com - Intra-IBA Branding Competition (IIBC) 2015 - Round 2
- 12. ৳
- 15. vs
- 16. ✗ ✓ ✓ ✗ ✓ ✗
- 17. Identifying !
- 19. The Objective
- 26. The
- 32. ? ?
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- 53. ? • • • • •
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- 60. বাাং লা
- 61. ? ? বাাং লা
- 63. ? ?
- 66. The
- 68. Yardstick of
- 69. • • • •
- 70. Contingency
- 72. Challenges and
- 76. Q&A
- 77. Shopping Bags Traffic (average per month) 98,000 Bounce Rate (26.3%) 25,774 Customers Ordering 72,226 Expected Final Order (70%) 50,558 7,584 60,670 Expected Orders above 1000 Taka (15%) 7,584 Bag per customer (1 bag) 7,584 Cost (Per bag Tk. 8) 60,672 Fridge Magnets Service Mistakes (5%) 2,528 Cost (Per magnet Tk.10 ) 25,279 Leaflets Total Leaflets 50,558 Cost (Per Leaflet Tk. 1.5) 75,837 Facebook Posts Boost Posts 30 Cost per post 1,170 Fixed Post 35,100 Misc 10 Total cost 46,800 Videos 5 videos (each 15,000) 200,000
- 78. HungryNaki FoodPanda Alexa Traffic Rank 274,528 189,895 Rank in Bangladesh 1,723 1,009 Bounce rate 26.30% 32.10% Daily pageviews per vistor 3.70 3.50 Daily Time on Site 5:09 4:09 Search visits 13.70% 25.50% Keywords hungry naki (16.46%), foodpanda bd (11.37%). Online food order (10.76%), home delivery (10.34%), hungry (8.29%) foodpanda 39.13%, food panda 10.67%, free home delivery 5.06%, foodpanda dhaka (4.36%), home delivery (3.06%) Upstream Sites facebook.com (23.5%), google.com.bd (18.5%), google.com (12.3%), foodpanda.com.bd (8.0%) google.com.bd (29.8%), google.com (17.6%), facebook.com (11.0%), foodpanda.com (7.5%), googleadservices.com (3.9%) Sites Linking In 46 68