Hi People! This is a term presentation that I made during my course direct & digital marketing. Sharing it as someone might find it useful. Cheers!

1. Presented by:
Fatima Sahi - 10413
Naureen Ansari - 8696
Samrah-tul-Mehdi - 9094

2. RECAP

3. WHY
KERNEL POP?

4. Launched in 2003 in
Pakistan
People use it
Target market is huge
But still the brand is NOT visible

5. Consumer and Brand Relationship needs to
be strengthened….

6. COMPANY

7. – 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.

8. – In 2011 entered Far Eastern Market.
– Corn is imported from US
– Spices and flavours are also imported
from US and Europe.

9. 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.

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

11. Kernel Sahab
telling all to eat
Kernel Pop
But; Serious and
Harsh look of
Kernel Sahab!

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

13. POPCORN

14. Flavours

15. SKU’s
In Stores
- 3 in one pack
- Single bag pack
Cinema’s and stalls
- Use KG packs
- Selling 100grms

16. PRESENCE
• Cinepex Islamabad
• Super Stores
• Stall at Port Grand

19. •
•
•
•
•
•
•
Garlic
Ginger
Salsa
Salt & Vinegar
Nacho
Chicken
Spicy Cheese

20. • 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
• Then they further enlarged
urban professionals” who love watching movies and even
their target market to in a cinema.
prefer to watch them the
“young urban professionals”
who love watching movies and
even prefer to watch them in a
cinema.

21. 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.

22. COMPETITION

23. Users can opt for regular RSS feeds that could link to our blogs.
LOCAL STALL
POPCORN
SELLERS

27. • Kernel pop not available at all superstores like
- Agha’s
- CSD- The caring store
- Pak Paradise
• Kernel pop chrunchy coated ready-toeat popcorn was a market test that failed
big time; stock taken back
- Poor shelf-life
- Low product quality

28. •
•
•
•
•
Sells at shopping areas
School off times
Roaming
Low Quality
Relatively Cheap cost (But
no value for money)

29. • 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

30. Information search about eating habits, product
knowledge and preference.
• Questionnaire
Survey (Online)
- 68 responses

31. Alone watching
movies
With Friends
With Family

32. Midnight Munching
Tea Time

33. At work
Movie time at cinema
or home

37. - 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

38. What need’s to be done?
-Change Kernel Sahab’s expressions so that a
friendly image is portrayed
Make the product
quality and distribution efficient
Make the brand
visible (DDM)

39. SEC A, B+ and B
• Online survey allowed the
primary target market (15 to
25) to respond! Catch them on
digital media!

40. • 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!

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

42. Grab it IT’S POPPING!!!

43. DDM STRATEGY

44. • 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,

45. • Radio Ad, Office drive; morning and evening hours
(rush hours).
• And at night

46. • 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.

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

50. • 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!

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

52. Events following the Promotions
Launch kernel pop stalls at Pak towers, Forum,
Millenium, Dolmen, malls
And wholesale centers

53. • 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!

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

55. A MUST!
• Follow up of Direct activities on
Facebook, Twitter, Youtube, Blogger

56. 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

61. TEASER

62. WEBSITE

64. • 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)
Two chocolate chip cookies equal to 6 cups of Popcorn

65. • 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.

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

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

70. • 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, YLC
Conduct discussions youth development and also
about problems faced by youth and their solutions via
social media

71. All brands talk
about their popcorn
as healthy tasty and
quick.
Capital spent to introduce
new variants and confuse
the brand can be used to
strengthen the positioning
of the brand!
Strong
competition is
round the corner.
Kernel pop needs
to strive towards
bond building
with its consumer.

72. Thank you

73. • Mr. Amir Shabbir
Marketing Executive at Kernel Pop
• All the respondents, retailers, popcorn hawkers.
• Lastly, Sir and a few friends for constant support.