KERNEL P P

Fatima Sahi - 10413

Naureen Ansari - 8696

Samrah-tul-Mehdi - 9094

Presented by:

RECAP

WHYKERNEL

POP?

Launched in 2003 in Pakistan

People use it Target market is huge

But still the brand is NOT visible

Consumer and Brand Relationship needs to be strengthened….

COMPANY

– Gum Corporation Pakistan established since 1980; have been selling gum base to confectionary companies (B2B).

– In 2003 it launched Kernel Pop- the only microwavable popcorn brand manufactured in Asia.

– In 2010 entered Middle Eastern market.

ABOUT

– In 2011 entered Far Eastern Market.

– Corn is imported from US

– Spices and flavours are also imported from US and Europe.

ABOUT

We are very serious about our business and stand by our commitment to provide our consumers the very best in world class, hygienic, ready to cook, wholesome and delicious snacks for consumers of all age

groups.

MISSION

NAME

the word kernel refers to the grain of maize, and the name derived from its act of popping when heated; KERNEL POP!

LOGO

But; Serious and Harsh look of Kernel Sahab!

Kernel Sahab telling all to eat Kernel Pop

Fun, Cool, Trendy, Energetic, Modern and Youthful.

BRAND PERSONA

POPCORN

Flavours

SKU’s

In Stores- 3 in one pack- Single bag pack

Cinema’s and stalls- Use KG packs- Selling 100grms

PRESENCE

• Cinepex Islamabad• Super Stores • Stall at Port Grand

• Garlic• Ginger• Salsa• Salt & Vinegar• Nacho• Chicken• Spicy Cheese

UPCOMING VARIANTS

• Primarily for microwaveable popcorn they are targeting the “Youth” falling in the age bracket of 15-25 years.

• SEC A, B+, B• Then they further enlarged their target market to the “young

urban professionals” who love watching movies and even prefer to watch them in a cinema.

TARGET MARKET

• Then they further enlarged their target market to the “young urban professionals” who love watching movies and even prefer to watch them in a cinema.

POSITIONING

Wherever you’re, whatever you’re doing, Kernelpop is a fun filled snack that keeps you company. It not only fulfills the desire to have something light but also uplifts you with its

wide choice of tempting flavors.

COMPETITION

LOCAL STALL POPCORN SELLERS

Users can opt for regular RSS feeds that could link to our blogs.Users can opt for regular RSS feeds that could link to our blogs.

IMPORTED SHIT BRANDS

MARKET ANALYSIS

• Kernel pop not available at all superstores like - Agha’s - CSD- The caring store - Pak Paradise

• Kernel pop chrunchy coated ready-to-eat popcorn was a market test that failed big time; stock taken back - Poor shelf-life - Low product quality

STALL POP CORN

• Sells at shopping areas• School off times• Roaming• Low Quality• Relatively Cheap cost (But

no value for money)

RETAILER SURVEY

• Kernel Pop is Local• Is cheaper than the imported brands• Top of the Pop (a brand selling at a

cheaper price) • Some stores mentioned that Kernel

Pop is not particularly demanded

Consumer Survey

Information search about eating habits, product knowledge and preference.

• Questionnaire Survey (Online) - 68 responses

Consumer Trends

With Family

With Friends

Alone watching movies

Midnight Munching

Tea Time

At work

Movie time at cinema or home

Interview Survey

- Reach the Target Market at right place and time

- Get Kernel Pop top of the consumers mind

- Create a high trust between consumers and Kernel Pop

Our Objectives

What need’s to be done?

- Change Kernel Sahab’s expressions so that a

friendly image is portrayed

Make the brand visible (DDM)

Make the product quality and distribution efficient

SEC A, B+ and B• Online survey allowed the

primary target market (15 to 25) to respond! Catch them on digital media!

Targeting

• It is no doubt youth is a huge market but you cannot ignore the rest of the market, like children, Middle Age munchers.

• Make Direct Marketing efforts in order to cash on this market!

• Kernel Pop is a snack that provides you the missing element that cheers up every moment in life.Because…

Positioning (BIG IDEA)

IT’S P PPING!!!

Grab it IT’S POPPING!!!

Bored? Nothing to do? Hang on!! IT’S POPPING!Have something

important to say? Take It

along, IT’S POPPING!

With friends? Enjoy! IT’S POPPING!

Alone? =( Don’t worry IT’S POPPING!!! =D

Taglines

DDM STRATEGY

• Bill boards (at positions where cars stay for a long time and traffic flow is slow, during rush hours) eg. Billboard at Avari tower lane,

IT’S P

PPING!!!

Billboards

• Radio Ad, Office drive; morning and evening hours (rush hours).

• And at night

Radio

• Graffiti on walls at places where people walk and traffic is slow, plus target market views it.

• Outside schools/college walls (school offs picture puzzles distribution to kids), walls near Pak towers round about.

Graffiti

IT’S P PPING!!!

• Place vibrating bags at malls and wholesale centers with popping sound… and a banner saying IT’S POPPING!

IT’S POPPING!!!

Creative Strategy

• Image of Kernel pop Packet inside the elevators of business centers and busy buildings like, Fortune center, PIDC building, Bahria Complex, MCB, HBL towers.

• Office timing; busy employees can munch Kernel Pop popcorn!

• Follow us on Facebook, Twitter Youtube and Blogger. (On all Direct Media)

INCREASE FAN

FOLLOWING!

Events following the Promotions

Launch kernel pop stalls at Pak towers, Forum, Millenium, Dolmen, malls

And wholesale centers

• Game competitions in malls and wholesale centers via registering emails and numbers

- Who will be the CAP bearer Blind fold, taste popcorn name the flavor CORRECTLY. Three correct answers you win kernel’s cap!

- How much can you munch? Opponents eat popcorn… finish first you win! Free Coupon!

WINNER!

Mall Kiosks

For wholesale centers we have a trolley pack that can be attached to the trolley whenever

desired.

A MUST!

• Follow up of Direct activities on Facebook, Twitter, Youtube, Blogger

WHAT NEXT??

Stay alive and ALERT digitally

Brand updates on-Facebook page (Discussions, event photos)-Youtube Channel (Teasers, Ads; event coverage;)-Twitter tweets (mention links; taglines; fun and motivational quotes)-Blog (Event Stories, discussion overviews, Help make brand clearly visible, kernel’s stories helping the youth)-Users can opt for regular RSS feeds that link to the blogs

Mention your Social Media presence on your website

TEASER

WEBSITE

• Mention how many cups of which flavor you had and get the equivalent calories calculated.

• Mention some snack that you wish to have and know how much Kernel Pop can you have instead (Basis: equal number of calories)

Calorie Counter

Two chocolate chip cookies equal to 6 cups of Popcorn

• When ever you munch Send your POPs to the YOUTH @ 5767 {kpop}, get exciting offers! Standard message charges.

• The message goes to a comment box on website too.

Website Access Point

• Kernel in Action! IT’S POPPING!- Evil ingredients shot by kernel, pop into popcorn and reach

the base of screen; catch as many within limited time; best scores display !

-Make account on website and play game-Fans through Social media will also be invited to participate

Game on Website

• Kernel in Action! IT’S POPPING!- Evil ingredients shot by kernel, pop into popcorn and reach

the base of screen; catch as many within limited time; best scores display !

- Picture Puzzles, solve in minimum time- Incentives to top scorers! SEND INCENTIVES! THE FEEDBACK

WILL HELP THE BRAND GROW LOYAL CUSTOMERS AND EVEN +ve WORD OF

MOUTH (URL of game on FB page- NO CP)

-Make account on website and play game-Fans through Social media will also be invited to participate

Game on Website

• Provide more services to active user accounts- Invites or discounts for events where Kernel Pop is

present- Sponsorship events- Fun events- Events targeting youth; example, YLCConduct discussions youth development and also about problems faced by youth and their solutions via social media

STAY ENGAGED

RECOMMENDATIONS

Kernel pop needs to strive towards

bond building with its consumer.

Strong competition is

round the corner.

Capital spent to introduce new variants and confuse the brand can be used to

strengthen the positioning of the brand!

All brands talk about their popcorn as healthy tasty and

quick.

Kernel Pop needs

to Position itself

well and quite

differently!

RECOMMENDATIONS

Thank you

Acknowledgement

s• Mr. Amir Shabbir Marketing Executive at Kernel Pop

• All the respondents, retailers, popcorn hawkers.

• Lastly, Sir and a few friends for constant support.