Of all kinds of snacks, chips are arguably the most sought for quick refreshments by children, teenagers, and also young adults. Chips could be part of one’s appetite during tiffin periods, short journeys, casual conversations, or any random occasions and at any random places.
One of the local chips manufacturers is Bombay Sweets & Company Ltd (BSCL) .RING CHIPS is the first chips introduced in Bangladesh by the Bombay Sweets Company Ltd. More than a decade ago one of the hit chips was RING CHIPS. After such a long time BSCL re-launched the RING CHIPS in the market in but its popularity diminished relatively which is presumably due to increased competition and changes in consumers’ taste and preferences over the years!
Issues with the brand:
The current campaign of re-launching the RING CHIPS is pretty much under low profile. After a decade this lovable product is back in town; but it’s not back with a bang!
In short, the main issues with the current campaign are:
- Low profile/insignificant promotion Re-introduction of the brand is pretty naïve
- Lacking brand awareness due to lack of brand recall
- Weak distribution network
The positioning of the RING CHIPS brand is only existent in the mind of those consumers who were familiar with it a decade ago. But the ones who were its loyal consumers have now grown up and somewhat changed their taste and preferences due to exposure to more attractive and colorful packaging of foreign chips like Lays and Pringles. Moreover, the packaging of the product a decade ago is pretty similar to the packaging of the product today. With all these though RING CHIPS has re-entered the market and competing with other brands of chips, it failed to position it more specifically.
New branding strategy to restore the lost popularity
Positioning: It should be crystal clear, consumer-based, and competitive. The positioning should be understandable and precise, relevant to the consumer, and distinctive to gain a sustainable competitive advantage.
Point of Parity:
In the current market people expect chips to look good, taste good, and be available everywhere. Also to some extent, people expect to see different flavors of a brand of chips. Thus, the POP of RING CHIPS will be to have an attractive packaging, have a good taste, have high availability, and also be available in different flavors.
Point of Difference:
RING CHIPS is unique in its ring-shaped chips and also its price (Tk.6) which is much lower than the competitors. But the ultimate POD of this product is that, it is the first chips of the country, which can be advantageous in terms of positioning itself in the consumers’ mind.
Depiction of Image:
The RING CHIPS would be perceived as a product of ‘Fun’ based on its ring shape .
Character:
The same red bubbly character would extend its hands sideways showing off the rings worn in its fingers. In this way the character would tend to be more attention getting and well liked by the consumers.
Mixture of Media
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Billboards: Large billboards should be displayed at prime locations where children are would be most vulnerable to the promotion. These locations include amusement parks (Fantasy Kingdom, Nandan Park, Shishu Mela, and Wonderland), schools, and shopping complexes. The display would portray a child with RING CHIPS in his/her fingers along with the slogan ‘Got Rings?’ which would induce the children to buy one as soon as possible
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Television:
Ads must be delivered in the times of programs like ‘Sisimpur’ on BTV, ‘Golla-chut’ on Channel 1, popular cartoons on different channels, and other participative programs for children.
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Magazines/supplements:
RING CHIPS advertisement shall be present in cartoon based magazines like Unmad and also in newspaper supplements like Rising Stars and Roshalo.
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Online:
Facebook is very popular among all ages. Online ads through Facebook & Facebook pages will be done under this.
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This chips was more or less a phenomenal product in the past, and now with changes in the market and preference of the target segment, the brand revamping is much needed to redeem its popularity .I think by considering all these thing Bombay Sweets RING CHIPS can become a dominant player in the chips industry of Bangladesh once again.
References
Chakma,P(2013,February).Marketing plan "Bombay sweets ring chips".Retrived from http://www.studymode.com/essays/Marketing-Plan-Bombay-Sweets-Ring-Chips-1546655.html
Nasir,N(2014,April).Brand Revival Project.Retrived from https://prezi.com/llgjzl6nonzl/copy-of-brand-revival-project/
Shaon,K.H.(n.d).Ring chips rebranding.Retrived from https://www.scribd.com/doc/194411173/Ring-Chips-rebranding
