Group 1

ISHTIAQ BIN MASUD RAFID AL-MAHMOOD RAIHAN NEWAZ

IMRAN SAMI
ZAYAN FIDA NOOR TASHFIQ CHOWDHURY SAWGAT MAHMUD

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

Identification of problems/issues with the brand

SWOT analysis
Strenght: * 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: Porters 5Forces

Bargaining Power of Consumers: low

Threat of New Entrants: Moderate

Bargaining power of Suppliers: High

Porters Five Forces

Intensity of Rivalry among Competing Firms: HIGH

Threat of Substitute Products: HIGH

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 PURCHASE

POD:
THE SHAPE OF THE CHIPS

POP:
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
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.

Geographical Segmentation:

Gender: Both male and female Social Class: Middle and Upper Middle

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 INNOVATIVE

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

Branding
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.

Bombay Ring Chips, The Bomchips!"

New Tagline

Outdoor: 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.

Advertising

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

Brand Elements

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

ATL
RDC

TTL

BTL
Events

Press

Digital

Activation Others

Broadcast media (TV, Radio)

Print Media (Newspapers, Magazines)

Public Relations/ Publicity

Internet/ Interactive

Out-of-Home media

Direct Marketing

Target audience
Personal Selling Sales Promotion

P-O-P (displays, packaging)

Word-of-Mouth

Events and Sponsorships

Product Placements (TV and Movies)

Digital: VIRAL AD
Social

Media:

and

Reach:

Internet generation: Large spread Use of puffery Stealth marketing Buzz Marketing

Objective:

RDC

Target : Dynamic Segment specially Youth or University students. Radio Commercial aired at different times of the day.

Radio Show

Bombay Music Hour

Stickers
Stickers : Effectively use traffic jam >Bumpers & poles

>Movers

Brand Ambassador

Billboards Locations (Dhaka)

Farmgate : 30 X 20
Dhanmondi : 30 X 20

Gulshan 1 : 60 X 20

Mohakhali Flyover: 30 X 20

Brand Dynamics Pyramid

Strong Relationship

Bonding
Advantage Performance

Relevance
Presence
Weak Relationship