1. CHIPSY CASE
Prepared by COMET, Marketing council
Cairo, 2013

2. • Introduction
• Marketing Research
• Promotion
2 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case

3. Background
Chipsy for Food Industries is
one of the leading companies
in FMCG industry in Egypt
For more than 30 years, Chipsy
is providing the best snacks
with world class quality in
Egypt
Competitive becomes fiercely
in Ramadan between market
leaders, it is a buzz to achieve
more productivity and profits
Introduction3 COMET | Marketing Council | May - 2013 | Chipsy Case

4. Problem
• To know why people
laugh and what they
expect from Chipsy in
the upcoming
months
• Find out the way to
reach the consumers
4 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case

5. Objectives
• Chipsy‘s Market Share
• Chipsy’s competitors
• Consumer feedbacks
“Chipsy’s last campaign”
• Finding out what makes
people laugh
5 IntroductionCOMET | Marketing Council | May - 2013 | Chipsy Case

6. • Introduction
• Marketing Research
• Promotion

7. Marketing Research
Research
Design
Implementation
Interpretation
7 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

8. Research Design
Descriptive
Research
8 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

9. Type of Data
Primary
Secondary
9 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

10. Observation
Mystery
Shopping
10 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

11. Communication
11
Focus
Group SurveyInterview
Qualitative Quantitative
Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

12. Key Questions
12
Time consumer
watch T.V.
Preferred
potato chips
Online time Consumer
expectations
Laugh
reasons
Chipsy
evolution
Best actor
Best ad
Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

13. Market Share
13 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
85%
4% 3%
1% 1%

14. Best Ad and Actor
14 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case
42%
48%
10%
12%
45%
23%
20%

15. Laugh concept
15
36%
32%
20%
12%
Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

16. Consumer Availability
16
80%
20%
47%
42%
11%
Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

17. Consumer’s Feedback
17
47%
48%
5%
25%
69%
6%
15%
77%
8%
Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

18. Competitor Analysis
• Availability
• Pricing
• Placement
18 Marketing ResearchCOMET | Marketing Council | May - 2013 | Chipsy Case

19. • Introduction
• Marketing Research
• Promotion

20. New Message
‫بضحك‬
! ‫عشان‬
20 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case

21. Promotional Campaign
‫اضحك‬‫علشان‬
‫ضحكتك‬
‫تنور‬ ‫ح‬‫الكون‬
21 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
Objective
Stimulating demand
Emotional relationship
Strategy
Push Strategy

22. Phase one
• Teasing Phase
• Outdoor Advertising
22 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
7 days
before Ramadan

23. Phase two
• Outdoor Advertising
• Broadcast Advertising
– Radio
– TV
23 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
1st 20 days

24. Public Relation
• ‫موائد‬‫الرحمن‬
• Soap Soccer
Tournament
• ‫الرمضانيه‬ ‫الخيمه‬
24 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case

25. Online Advertising
• Facebook
– Funny moments
• Twitter
–# ‫علشان‬ ‫بضحك‬
25 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
5th to
20th

26. Direct Marketing
• Funny SMSs
26 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
5th to
20th

27. Phase three
• Online Campaign
• Public Relations
• Direct Marketing
• Broadcast
Advertising
• Outdoor Advertising
27 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case
20th to
End of
Ramadan

28. Sales Promotion
• Yoghurt and Pepsi
• Smileys in the
Chipsy packs
• Fanos Ramadan
28 PromotionCOMET | Marketing Council | May - 2013 | Chipsy Case

29. Thank you
29
‫علشان‬ ‫بتضحك‬
COMET | Marketing Council | May - 2013 | Chipsy Case