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    Ring Chips Rebranding

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    Kamrul Hasan Shaon
    The document discusses rebranding Bombay Sweets Ring Chips. It identifies the brand's weaknesses as being a dying brand with declining demand and no target segments. Opportunities include international markets and recent trends prioritizing experience over product. Competitors and substitute products pose high threats. The proposed rebranding strategy involves targeting urban and rural youth aged 5-29 through a fun, exciting positioning and creative campaign using the name "BOMCHIPS". Advertising will utilize outdoor, broadcast, print, digital and event marketing.

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    Ring Chips Rebranding

    Uploaded by

    Kamrul Hasan Shaon
    368 views31 pages
    The document discusses rebranding Bombay Sweets Ring Chips. It identifies the brand's weaknesses as being a dying brand with declining demand and no target segments. Opportunities include international markets and recent trends prioritizing experience over product. Competitors and substitute products pose high threats. The proposed rebranding strategy involves targeting urban and rural youth aged 5-29 through a fun, exciting positioning and creative campaign using the name "BOMCHIPS". Advertising will utilize outdoor, broadcast, print, digital and event marketing.

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    dying brand Marketing 465 course presentations slides

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    Ring Chips rebranding

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    The document discusses rebranding Bombay Sweets Ring Chips. It identifies the brand's weaknesses as being a dying brand with declining demand and no target segments. Opportunities include international markets and recent trends prioritizing experience over product. Competitors and substitute products pose high threats. The proposed rebranding strategy involves targeting urban and rural youth aged 5-29 through a fun, exciting positioning and creative campaign using the name "BOMCHIPS". Advertising will utilize outdoor, broadcast, print, digital and event marketing.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    368 views31 pages

    Ring Chips Rebranding

    Uploaded by

    Kamrul Hasan Shaon
    The document discusses rebranding Bombay Sweets Ring Chips. It identifies the brand's weaknesses as being a dying brand with declining demand and no target segments. Opportunities include international markets and recent trends prioritizing experience over product. Competitors and substitute products pose high threats. The proposed rebranding strategy involves targeting urban and rural youth aged 5-29 through a fun, exciting positioning and creative campaign using the name "BOMCHIPS". Advertising will utilize outdoor, broadcast, print, digital and event marketing.

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    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

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