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Stop Not Chips
Transcript of Stop Not Chips
Perfetti, considering it has no prior experience and expertise in this field.
Perfetti has laid out a very well-entrenched distribution system in the country over the last decade.
It has adopted a trial and error approach to success and opted for a phased launch strategy.
It wants to judge the response of users and retailers in the test markets first, and fine tune its strategy, before it goes into high gear and into high-profile metro markets, where margin of error must be minimal. PREFETTI VAN MELLE BRAND POSITION Perfetti van Melle is a private owned company, present in more than 130 countries worldwide.
One of the leading players in the confectionery industry in India today.
Entered the Indian market in 1994 with a colorful variety of products.
Has a large network of distributors spread across India.
As the market leader in the Indian confectionery industry with several big brands, it is now also now delving into the 'Salty Snack' business too. OPPORTUNITIES STOP NOT
Launched in Dec 2011.
Enters snacks segment with fried and non-fried product for the first time in India.
Available in three formats
-Stop Not, Fofos
-Stop Not Golz
-Stop Not Disks STOP NOT’S COMMUNICATION THROUGH P.R. Stop Not, Perfetti Van Melle's P.R. campaign targeted 100 lakh prepaid customers with the chance to win free talk time.
Targeted young mobile users.
Campaign had a great success rate.
The idea behind the activity was 'don't stop talking'. THROUGH TVC's Campaign for Stop Not Disks, which is woven around the product's attribute of being super crunchy that leads to bizarre, humorous incidents.
One of them features an athlete and the other a family spending a lazy Sunday afternoon together at a park.
Both carry the message, 'Ekdum Bajedar'.
Aim was to communicate that Stop Not is very crunchy and hence, an extremely loud snack. THROUGH PACKAGING Point-of-sale promotions will also be an important component of the mix.
Stop Not Golz, had a female face on the packaging.
Stop Not Disks has a male face.
Done to communicate a format change and a new product offering. BRAND PERSONALITY Stop Not promises to deliver what every Indian loves and craves every now and again, delicious home cooked munchies.
Declared its personality as one that is youthful, fun and different from other snacks
Traditional snack packaging seems to be governed by an unwritten set of rules:
And the biggest rule: Ape the ones doing well in the market. SWOT ANALYSIS STRENGTHS STRONG BRAND VALUE
EXPERIENCED MANAGEMENT TEAM
GOOD MARGIN FOR RETAILERS
STRONG FINANCIAL POSITION LACKS IN TASTE
“SPICY SOUTH” SALE IS STAGNANT
PACKAGING LOOKS SMALL
SHORTAGE OF STANDS
Insulting Advertisement of soldiers by Stop Not Chips WEAKNESS NEEDS A SEPARATE DISTRIBUTOR
SMALL NET BAGS
REQUIRES A PRODUCT LINE THREATS MARKET SHARE LEADERSHIP
COMPETITORS SELLING EXTRA CAMPAIGN This new campaign “Whatever Happens Stop Not” for Stop Not chips is focusing on the taste of the chips and its crunchiness.
After analyzing the brand position, product’s personality and its SWOT analysis, we came to the conclusion where stop not was lacking behind in its advertisements, lack of distribution and its packaging.
Even after stop not was launched in 2011 there was not enough awareness about it. Thus, this new campaign may change all its weaknesses into its strength.
Children, teenagers and young people are the target market for such snack products. we are trying to reach people from 14 to 24 year of age. Our mix campaign strategy includes:
Promotion Strategy AMBIENCE ADVERTISING:
In our ambience advertising we want to create a buzz about Stop not chips.
So, on every college, schools, hospitals, commercial and residential premises we often see ‘NO PARKING’ boards sponsored by famous brands on a gate.
So in replacement of the ‘NO PARKING’ signs we could have ‘Stop Not’ boards with the latest packaging and logo on the side.
By doing this it creates a recall value in the potential customer’s brain and therefore, it will be a successful campaign.
A ‘STOP NOT MARATHON’ could be organized for fund raising purpose.
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