promotional campaign for the product lolz -...

Promotional Campaign for the Product "Lolz" Popcorn

A Search Submitted for:

Masterfoods Middle East Award for Academic Excellence

in marketing

Supervised by: Professor / Nermin Arcopi

2004-2005

Kingdom of Saudi Arabia Faculty of Economics and Management

Ministry of Higher Education Dept of Business Administration-Marketing

King Abdul-Aziz University in Jeddah

Table of Contents

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Introduction

Overview n market

Objectives of promotional campaign

Adopted strategy

Marketing campaign duration and budget

Places where these products are available

Prices of available packets

Identifying the product and its ingredients

Available flavors

Distinguished aspects of this product

Weaknesses and strengths

Opportunities and threats

Our product’s position in market

Target category of our marketing campaign

Why this category was chosen

Weaknesses of the target category that influence its motives

and needs to buy our product

Advertising plan

Sample size

Proposed promotional means

Proposed places for advertising

Causes and characteristics of product pricing

Innovative solutions

Conclusion

Questionnaire questions

Questionnaire findings

Story Board

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Promotional Campaign for the Product "Lolz" Popcorn

Introduction:

Saudi people are characterized by their permanent desire to experience everything new,

especially with Saudi opening to the outside world and joining the World Trade

Organization (WTO) this year (State No. 149) and the entry of many products and types

of snacks to it ..... Therefore local producers are keen to keep pace with fast-era wheel

by producing national food items to compete with the quality of global products…

Among these products are (sweets, chocolates, and ready-made pastries such as pasta,

biscuits, and snacks such as Al Qambary, chips, Indomie, and others ....)

We’ll tackle in our talk a study of a new product in the Saudi market. It is a national

natural product free of industrial and coloring materials (Popcorn Lolz), produced by

Leqlaq Commercial Foundation. It depends in the manufacturing of its products on

very natural materials. It is subject to Saudi and world specifications and standards and

it will be a new look for consumers to national products as they have increased their

quality and ability to compete with global commodities.

Overview of the Market:

Saudi market of Chips and snacks is characterized by its permanent boom and rise of

sales due to consumers’ permanent demand from all classes of the society and their

desire to experience all the existing species.

It is well known that the majority of Saudi society is composed of children and young

people, who are characterized by permanent demand to eat light foods and chips, and

therefore manufacturers of chips and snacks guarantee selling of all the produced

quantities and they are free of fear of market recession and demand reduction…

Objectives of the Promotional Campaign:

1. Creating an awareness goal to introduce the product to the targeted sector and

persuading them to buy it.

2. Creating loyalty towards the product through directing advertisements in a way that

makes consumer eager to learn everything new about this product.

3. Increasing profits and gaining a leading position in the market.

4. Confirming the quality of local products and their ability to compete with foreign

products.

Adopted Strategy:

Based on the principle that the consumer is the main goal of the marketing process (as

he is the master and judge of the situation and therefore his opinion is the most

important), we thus must first pay attention to his wishes and needs. If we manage to

satisfy him, we then reach our goal....

So, we can communicate our message practically to the target sector through an

integrated marketing communication outlook, where we will incorporate different

promotional tools to achieve our goals.

Duration and Budget of the Marketing Campaign:

The duration of this campaign will be a full year and certain important marketing

operations will be allocated a limited period of time.

The campaign will begin in mid-April 2004 and ends in mid-April of 2005.

A sufficient budget was allocated to the full campaign to appropriately cover estimated

costs of 3 million Saudi Riyals as detailed in the following table:

Type of Expenditure Percentage

of Total

Budget

Estimated

Amount

Advertising on TV 30% 900,000 Riyal

Advertising in children and adults magazines 20% 600,000 Riyal

Advertising at the streets 10% 300,000 Riyal

Advertising in newspapers 5% 150,000 Riyal

Promotional Campaigns 20% 600,000 Riyal

Modifications to the product 15% 450,000 Riyal

Places where these products can be available:

1. Large and small groceries.

2. Schools.

3. Supermarket.

4. Wholesale and retail shops.

5. On request.

Prices of available packet:

Packaging Type Wholesale Price Retail Price

Bag 8 Riyals 10 Riyals

Cardboard 6 Riyals 20 Riyals

- The number of grains in the bag: 25 grains

- Price of each grain: 0.5 SR.

The definition of the product and its ingredients:

1. Crushed corn.

2. Palm oil.

3. Salt.

4. Natural cheese flavor.

5. Bovine milk.

6. Rennet.

Available Flavors:

1 - Spicy cheese (fingers)

2 - Cheese

3 - with vegetables (rectangles)

Reasons why this product is distinguished:

1. Saudi industry has created confidence among consumers.

2. It is free of industrial pigments harmful to health.

3. The appropriate price for all classes of Saudi society.

Strengths and weaknesses:

Strengths of our product:

1. 100% natural product.

2. A local product.

3. Low price affordable for everyone.

4. Free of dyes.

5. Large size.

6. Appropriate packaging.

7. Attractive.

8. Grainy taste.

9. Useful meal

Weaknesses of Our Product:

1. A new and unknown product.

2. People's reluctance to experiment products that are not known to them.

Opportunities and Threats:

Opportunities:

1. The availability of a viable market.

2. The existence of a market share that can be filled out and exploited.

3. Satisfying consumers’ unsaturated desires that represent weaknesses of competitors.

4. The possibility to occupy a position with the consumers because of the advantages of

the natural product.

Threats:

1. The existing of senior competitors who are difficult to catch up with them easily.

2. It is difficult to change people's loyalty toward old and existing products in the

market for some time.

3. Fear of people's reluctance to try it because it is new and unknown.

Position of Our Product in the Market:

Lolz is our new product in the Saudi markets. We must focus, through this marketing

campaign, on delivering it to consumers in the best possible way and convincing them

with the benefit from experimenting it, the pleasure of eating it, and its obvious

advantages to all, especially it is a national guaranteed product.

Targeted group of The Marketing Campaign for Lolz:

_ Girls aged 6 to 16 years old.

_ From middle-income families (2 to 15 thousands).

_ Of the residents of the city of Jeddah.

_ The research has included several nationalities from various social classes.

Why This Category Was Chosen?

We have chosen this age group of 6-16 years because it is the most common category

present in the community. It is the category of school students, especially the number

of students in schools in Saudi Arabia is very large and exceeds the number of older

people. It has been selected from girls because we are girls and we find it hard to meet

boys and apply the study on them.

A recent Saudi study has revealed that the kingdom occupies the first rank in the world

in the rate of population growth, where a child is born in the Kingdom every 19

seconds. The study published by the newspaper «Okaz» on Monday, March 28 has

indicated to the high number of births in Saudi Arabia and that the Kingdom has

became the first in the world in terms of population growth where birth rate is 3.88%

per annum.

This category is also the most common to buy snacks as they like everything new in

their nature. Through our product Lolz, we will satisfy their renewable needs and

desires and to give them pleasure because they are the joy of life.

Weaknesses of the target group that affect its motivations and needs to buy our product:

- Hunger that positively influences the child through his need for a large packet that

would be enough to satisfy his hunger.

- Entertainment and games that positively affect the child through the gifts that came in

within the product and that, God willing, will be commensurate with what he child

loves.

- Curiosity about everything new that positively affects the child because our product is

new and is characterized by unique features that draw child’s attention-grabbing and

satisfy his curiosity.

- Price: Since the price of our product is appropriate and affordable to all, it would have

a positive impact on the consumer.

- Popular personalities that affect positively the child through their pictures that will be

visible on the cover in an attractive and beautiful manner.

Sample size:

This study was carried out on a sample size of 100 persons. The general questionnaire

was applied on 80% of them, while the special questionnaire (sub-questionnaire) was

applied on the remaining 20% of the sample. We have also studied 30 persons through

a questionnaire measuring the quality and efficiency of the taste and flavor of our

product for their great importance to consumers and affect by large their purchasing

decisions and motives. Models of these questionnaires and illustrative graphics and

drawings will be attached to show the results of those questionnaires at the end of the

search.

Proposed Promotional Means:

1. TV ads.

2. Enclosing free gifts (cash money - games – synthetic pieces - posters)

3. Posting ads in malls, schools, and entertainment parks.

4. Encouraging sales through discounts and enclosing free samples with other foods.

5. Competitions and awards.

Proposed Places for Ads:

1. Governmental and private schools.

2. The most popular markets (Al Serafi Mega Mall – Al Tahlayah Mall – Al Hijaz – Al

Nagar - Hira)

3. Children amusement parks (Jingar Land - Ice Land - Fun Time)

4. Public meeting places (Sea - gardens - restaurants)

On the next page, you will find the proposed advertising plan during the year.

Ad on TV Ads on

TV

Ads on TV

Ads on street

boards

Ads on

street

boards

Ads on street

boards

Ads on

magazines

Ads on magazines

Ads on

newspaper

Ads on

newspaper

Presenting

samples in

supermarkets

and opinion

polls

Presenting

samples

Feb Jan Dec Nov Oct Sep Aug Jul Jun May Apr Plan

Enclosing

gifts with

each bag

Enclosing free gifts with each bag

Advertising

story

Advertising

story

Change ad

channel

Change ad channel

20%

increase of

the quantity

of each bag

20%

increase

of the

quantity

of each

bag

Advertising Plan

Causes and Characteristics of Product Pricing:

Our products were priced according to the prices of the products on the market that are

parallel in the specifications and by the cost of industry (since the product of a national

manufacturing, it is natural that its price is low because of the low cost of distribution

and interior manufacturing, relying on local natural resources, and the lack of expenses

tariff).

Creative solutions:

1. a. Change the cover as follows:

Lolz with Vegetables: The cover is in bluish-green color, reducing the size of the

vegetables and adding funny features on it, and the adding the character of Lena

wearing the beloved farming dress while sitting on the tomatoes.

b. Lolz with spicy cheese: the cover is in red and yellow colors, with the addition of

Lena who is funny and vivid with curly hair and wearing sunglasses.

b. Lolz with spicy cheese: the cover is in red and yellow colors, with the addition

of Lena who is funny and vivid with curly hair and wearing sunglasses.

c. Lolz with Cheese: The color of the cover is quiet orange, and it has a picture of soft

and quiet Lena sitting on pieces of cheese, with shrinking the size of the grains and

reducing their number. The grains look with funny features.

2. Adding cartoon characters on the cover "Lena and Rami” and gifts.

3. Adding some amendments to the taste: increase flavor and spices.

4. Adding new flavors.

5. New and creative ideas in advertising.

6. Commercials in TV where Lena appears in the ad along with the promotional

message "you want something healthy, tasty, national, beware of Lolz."

Note: We’ll attach at the end of the research the two ideas we proposed and hope that

they will receive your approval.

7. Printed Ads: Where these ads are distributed to consumers in the gathering places,

commercial centers, posted on doors of commercial centers and public facades.

8. Ads in newspapers and magazines, including daily newspapers and magazines for

both children and adults.

9. Ads on the Internet, where ads are posted at the top and sides of the page, including

Lolz slogan, Lena’s picture, and the promotional message.

9. Promotional offers, where free samples of Lolz are enclosed with other products so

that people get acquainted to Lolz and its delicious tastes.

10. Marketing campaigns at sale centers, where the picture of Lena holding Lolz

welcoming consumers at the gates of the shops, pointing toward the shelf that

containing the product. In addition, there are papers hanging in shops’ ceilings with

strings composing a remarkable network bearing an ad for Lolz. Furthermore, there are

attractive posters and panels, carrying the picture of Lena and Lolz and our promotional

message, on the shelf that contains our product. Additionally, Lolz salesmen will also

provide free samples to consumers to taste themا then express their views about the

product and put them in mind always.

11. Enclosing special, new, and unprecedented gifts, such as synthetic pieces that carry

beautiful stories of Lena and Rami, cash gifts, great posters, and others.

Conclusion:

I’ve chosen this particular product for several reasons, including that it is the duty of

every Saudi citizen to try in a way or another to contribute to the development of his

country so that it can cope up with international competition wheel, especially with the

circumstances surrounding our dear country and the flux of foreign products into it.

So I tried in this promotional campaign introducing our product Lolz with its unique

features to the Saudi consumer, the most important of which it is a national product

100% which will make consumer’s confidence greater and give us a stronger

competitive advantage.

This promotional campaign is the first of its kind for our product "Lolz". As it is a new

product, I’ve intensified our advertising campaigns towards the target group, taking into

account their age and desires, trying thus earning their loyalty and satisfaction. These

are our most important goals.

The Questionnaire

االستبيان العام

How old are you?

……… years old

What educational stage are you in?

.........................

Do you like chips?

Yes No

What’s your favorite quantity of salt in chips?

Little Medium Much

What’s your favorite size of the packet?

Small Medium Large

What’s your favorite shape of the packet?

Cardboard Plastic can Bag

When you buy chips, do you like to buy:

One bag every time More than one bag every time large bag containing 25

packet

What’s your favorite time to eat chips?

after meals when watching TV with friends during trips when listening

to music

How do you like the shape of chips?

Thin slices squares round fingers random circles others )...............(

Where do you prefer buying chips?

Supermarkets the closest grocery

When you eat chips, what’s your favorite flavor?

usual cheese vegetables onion ketchup hot pepper shrimps

barbecue salt and vinegar

Which of the following products is your favorite?

Liz Crispi Bronquliz Bioquliz Tasaly The Hero Zorro Excel

Fantasy Fish ash

If you see a new type, would you like to try it?

Yes No

When you enter a supermarket and you look at chips’ corner, you’ll find multiple

products. What’s the thing that always attracts you?

Color packet’s shape special gifts price number of grains flavor

packet size

What’s the thing interest you and you like to know always about the product before

buying?

○flavor ○ number of grains ○ exterior shape ○ expiry date ○ price

What’s your most favorite gifts?

○posters with cartoon characters ○ synthesis pieces ○ cash gifts ○ others…....

What’s the thing reminds you with your favorite product?

○exterior shape ○ a character in the ad ○ music of the ad ○ product message

What’s your favorite color/shape/cartoon character that you like to see on the outside

package of chips? Why?

Dear student, please answer the questions of this questionnaire which aims to find out the

views of the consumers of chips products. Confidentiality is guaranteed.

.

What’s your favorite place for advertising?

○TV ○ radio ○ magazines ○ newspapers

What’s the TV channel you like to see the ad on it the most?

○Spacetoon ○ MBS 3 ○ Al Jazeera for Children ○ Al Magd ○ art teens

If you find the following items at the supermarket, which one you’ll choose?

1 Liz Tasaly Brinquliz The Hero Fantasy

Nothing

2 Bioquliz Tasaly Brinquliz Crispi Zorro

Nothing

3 Fish ash Excel Fantasy Liz Brinquliz

Nothing

4 The Hero Excel Fish ash Zorro Bioquliz

Nothing

Special Questionnaire

How old are you?

……… years old

What educational stage are you in?

..........................

Do you like chips?

Yes No

What’s your favorite quantity of salt in chips?

Little Medium Much

What’s your favorite size of the packet?

Small Medium Large


Cardboard Plastic can Bag

When you buy chips, do you like to buy:

One bag every time More than one bag every time large bag containing 25

packet


after meals when watching TV with friends during trips when

listening to music

How do you like the shape of chips?

Thin slices squares round fingers random circles others

)...............(

Where do you prefer buying chips?

Supermarkets the closest grocery

What do you want to know about the product before buying?

○Flavor ○ filled with the largest no. of grains exterior shape ○ Expiry date ○ Price

Is your buying decision influenced by the country of origin?

○ Yes ○ No

Which country of origin do you prefer and why?

When you eat chips, what’s your favorite flavor?

usual cheese vegetables onion ketchup hot pepper shrimps

barbecue salt and vinegar

Which of the following products is your favorite?

Liz Crispi Brinquliz Bioquliz Tasaly The Hero Zorro

Excel Fantasy Fish ash

If you see a new type, would you like to try it?

Yes No

When you enter a supermarket and you look at chips’ corner, you’ll find multiple

products. What’s the thing that always attracts you?

Color packet’s shape special gifts price number of grains flavor

packet size

What’s your most favorite gifts?

○posters with cartoon characters ○ synthesis pieces ○ cash gifts ○ others…....

If you find the following items at the supermarket, which one you’ll choose?

1 Liz Tasaly Brinquliz The Hero Fantasy Nothing

2 Bioquliz Tasaly Brinquliz Crispi Zorro

Nothing

3 Fish ash Excel Fantasy Liz Brinquliz Nothing

4 The Hero Excel Fish ash Zorro Bioquliz

Nothing

What’s your favorite product and why? Why don’t you prefer other competing

alternatives?

What are the characteristics of persons preferring this product?

Do you have problems with your favorite chips?

○Yes ○ No

What are these problems?

○color ○ taste ○ smell ○ packet size ○ price ○ nothing of the above

What’s the thing that reminds you always of your favorite product?

○exterior shape ○ a character in the ad ○ music of the ad ○ product message

What’s the product you dream of… what are its qualities?

Was there any chips product in the past that you like and hope to have it now? Why do

you prefer it?

What’s your opinion about the increase in buying and consuming chips nowadays

compared to the past?

What’s your favorite color/shape/cartoon character that you like to see on the outside

package of chips? And why?

What type of free gifts that you like to see enclosed to chip package?

What’s your favorite shape of the packet? And why?

What’s the ad that impressed you the most? And why?

Where do you prefer to see the ads?

○TV ○ Radio ○ Magazines ○ Newspapers

What’s the TV channel through which you prefer the ad is broadcasted?

○spacetoon ○ MBS 3 ○Al Jazeera for Children ○ Al Magd ○ art teens

What’s your favorite time to broadcast the advertisement?

What’s your favorite advertising idea? Give us your ideas about the advertisement

What the promotional message that drew your attention the most?

What’s the thing that can make you change your usual product?

After you taste our product, Lolz, in its different types, how do you like its taste? Do you

suggest any additions?

What are your expectations on Lolz.. In other words, do you think it will be welcome by

your friends and peers, and why?

Express your opinion about Lolz in two words

A Questionnaire on Lolz Corn Snack

Dear student,

Please answer the questions of this questionnaire which aims to find out the views and

wishes of the consumers of chips products, especially our product Lolz, and to make

further improvements. Confidentiality is guaranteed.

1. Do you like eating snacks (Snack)?

O Yes o No

2. When would you like to eat them?

○ after eating ○ between meals ○ when watching TV

○ with friends ○during trips ○ other time ..........

3. Are all your family members like to eat them?

○ Yes ○ No ○ most of them

4. What are your favorite flavors?

ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ

5. Do you prefer a certain type? What is it?.

O Yes o No

2. After your tasted Snack Lolz, What is your opinion about it?



3. What’s the reason for your answer whether you liked it or not

ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ


4. What are your suggestions for the development of our product?


ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ

5. Did you like the shape of the package?

O Yes o No

6. What are your suggestions for change?

ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ

ـــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ

7. Describe our product in two words ...

ــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــــ

Thank you

Questionnaire Findings

Findings of the Special Questionnaire (Sub-Questionnaire)

Do you like eating chips?

Figure (1)

Figure (1)

Figure (1)

We find from the graphic that the percentage of those answered “yes” is 95% and those answered “no” is 5%. Accordingly, it is clear that the majority prefers to eat chips.

What’s your preferred Quantity of Salt?

Figure (2)

We find from the graphic that the percentage of those answered “much” is 40%, those answered “medium“ is 55%, and those answered “little” is 5%, accordingly it is evident that the majority prefers the medium amount of salt. What is the preferred package size?

Figure (3)

هل تحب تناول الشبس؟

95%

5%

نعم

ال

لماذا؟

70%

25%

5%

الصغر غر كاف

القلل كفن

خر االمور الوسط

كمة الملح المفضلة

55%

5%

40%متوسطة

قلل

كثر

Figure (3)

We find from the graphic that the percentage of those answered “small” is 10%, those answered “medium” is 20%, and those answered “large” is 70%. Accordingly, it is evident that the majority prefers the large size of the package.

Why do you prefer the size you choose?

Figure (4)

Figure (4)

We find from the graphic that the percentage of those answered “small size is not enough” is 70%, those answered “the small size is enough” is 25%, and those answered “medium size is the best” is 5%. Accordingly, it is evident that the majority prefers the large size of the package because the small size is not enough as previously indicated.

What is the preferred shape of the package?

Figure (5)

Figure (5)

شكل العبوة المفضل

15%

85%

مقوى

كس

لماذا؟

70%

25%

5%

الصغر غر كاف

القلل كفن

خر االمور الوسط

We find from the graphic that the percentage of those answered “cardboard” is 15%, and those answered “bag” is 85%. Accordingly, it is evident that the majority prefers the bag.

What is the favorite time to eat chips?

(6شكل )

Figure (6)

We conclude from the graphic that the percentage of those answered “when listening to music” is 5%, those answered “with friends” is 30%, those answered “after meals” is 5%, and those answered “when watching TV” is 60%. Accordingly, it is clear that the majority prefers to eat chips when watching TV.

What is your favorite shape of chips?

Figure (7)

We conclude from the graphic that the percentage of those answered “triangle” is 5%, those answered “random” is 5%, those answered “numbers” is 5%, those answered “letters” is 10%, those answered “fingers” is 20%, and those answered “slices” is 55%. Accordingly, it is evident that the majority prefers eating chips in the form of a slice.

الوقت المفضل عند تناول الشبس

5%

30%

5%

60%

عند سماع الموسقى

مع االصدقاء

بعد الوجبات

عند مشاهدة التلفاز

شكل حبات الشبس

5% 5% 5%

10%

20%

55%

مثلث

عشوائ

ارقام

حروف

اصابع

شرائح

What is your favorite place to buy chips?

Figure (8)

We conclude from the graphic that the percentage of those answered “from the grocery store” is 45% and those answered “from the supermarket” is 55%. Accordingly, it is clear that the majority prefers to buy chips from the supermarket.

What is your favorite flavor?

Figure (9)

We conclude from the graphic that the percentage of those answered “with cheese” is 35%, those answered “with salt and vinegar” is 15%, those answered “with ketchup” is 15%, those answered “with pepper” is 15%, those answered “with vegetables” is 10%, and those answered “with barbecue” is 10%. Accordingly, it is clear that the majority prefers eating cheese-flavored chips.

المكان المفضل لشراء الشبس

45%

55%

بقالة

سوبر ماركت

النكهة المفضلة

35%

15%15%

15%

10%الجبنة 10%

الملح والخل

الكاتشب

الفلفل

الخضار

المشوات

Which products do you prefer?

(11شكل )

Figure (10)

We can conclude from the graphic that the percentage of those answered “Liz” is 35%, those answered “Brinquliz” is 30%, those answered “Bioquliz” is 5%, those answered “Crispi” is 10%, those answered “Chitose” is 5%, those answered “Tasaly” 5%, those answered “Excel” is 5 %, and those answered “Al Batal” is 5%. Accordingly, it is clear that the majority prefers to eat Liz.

What are the gifts you prefer?

Figure (11)

We can conclude from the graphic that the percentage of those answered “drawing and coloring” is 15%, those answered “dummy dress” is 10%, those answered “synthetic pieces” is 40%, those answered “cash” is 20%, and those answered “posters” is 15%. Accordingly, it is clear that the majority prefers gifts in the form of “synthetic pieces”.

أي المنتجات تفضل ؟

35%

30%

5%

10%

5%5% 5% 5%

لز

برنجلز

بوقلز

كرسب

شتوس

تسال

اكسل

البطل

الهداا الت تفضلها

15%

10%

40%

20%

رسم وتلون 15%

لبس عروسه

قطع تركبة

نقدة

ملصقات

What reminds you of your favorite product?

Figure (12)

We can conclude from the graphic that the percentage of those answered “the shape” is 60%, those answered “the personality” is 20%, those answered “advertising music” is 10%, and those answered “the product message” is 10%. Accordingly, it is clear that the majority always remembers the shape.

What is the promotional message that draws your attention the most?

Figure (13)

We can conclude from the graphic that the percentage of those answered “One bite is important” is 30%, those answered “When you untangle “Once you open your mouth to taste it, you’ll never close it” is 45%, and those answered “awesome O Goodies” is 25%. It is evidently clear that the majority prefers “When you untangle “Once you open your mouth to taste it, you’ll never close it”.

ذكرك بمنتجك المفضل الشء الذي

60%20%

10%10%

الشكل

الشخصة

موسقى االعالن

رسالة المنتج

أكثر رسالة تروجة لفتت نظرك

30%

45%

25%

ه قضمة مرة مهمه

لما تفك ماحتسك

رهبة اتسال

How is the demand on chips these days? Is it more than in the past?

Figure (14)

We can conclude from the graphic that the percentage of those answered “more” is 65%, those answered “less” is 30%, and those answered “as it is” 5%. It is clear that the majority believes that the demand increased these days.

What are the important things you like to know before you buy?

Figure (15)

We can conclude from the graphic that the percentage of those answered “flavor” is 45%, those answered “shape” is 35%, those answered “more grains” is 10%, and those “price” is 10%. It is evidently clear that the majority of people are interested in the flavor before they buy the product.

اإلقبال على الشبس هذه األام

65%5%

30%

اكثر

اقل

كما هو

همك وتحبن معرفته قبل الشراء

35%

45%

10%10%

الشكل

النكهة

أكثر حبات

السعر

Findings of the General Questionnaire What’s your favorite product?

Figure (16)

We conclude from the graphic that the percentage of those answered “Liz” is 35%, those answered “Brinquliz” is 18%, those answered “Bioquliz” is 6%, those answered “Crispi” is 9%, those answered “Fish ash” is 3%, those answered “Tasaly” is18%, those answered “Excel” is l3%, those answered the “Al Batal” is 4%, those answered “Fantasy” is 1%, and those answered “Zorro” is 3%. It is evidently clear that the majority prefers to eat Liz.

What’s your favorite shape of chips?

Figure (17)

We can conclude from the graphic that the percentage of those answered “fingers” is 23%, those answered “slices” is 34%, those answered “forms” is 9%, those answered “squares” is 6%, those answered “balls” is 18%, those answered “letters” is 3%, those answered “rings” is 4%, and those answered “other” is 3%. It is evidently clear that the majority prefers the form of slices.

المنتج المفضل

35%

9%3%1%3%18%

6%

4%

18%3%

لز

كرسب

فش فش

فانتزي

زورو

تسال

بوقلز

بطل

برنقلز

اكسل

أشكال حبات الشبس

23%

34%9%

6%

18%

3%3% 4%

اصابع

شرائح

اشكال

مربعات

كرات

حروف

اخرى

حلقات

What’s your favorite flavor?

Figure (18)

We can conclude from the graphic that the percentage of those answered with “cheese” is 20%, those answered “normal” is 4%, those answered “ketchup” is 28%, those answered “pepper” is 33%, those answered “vegetables” is 4%, those answered “barbecue” is 4%, those answered “Shrimp” is 4%, and those answered “onions” is 3%. It is evidently clear that the majority prefers to eat chips flavored with “pepper”.


Figure (19)

We can conclude from the graphic that the percentage of those answered “when listening to music” is 5%, those answered “with friends” is 37%, those answered “after meals” is 6%, those answered “when watching TV” is 38%, and those answered “on trips” is 14%. It is evidently clear that the majority prefers eating chips when watching TV.

النكهة المفضلة

33%

4%20%3%

28%

4% 4% 4%

فلفل

عادي

جبنة

بصل

كتشب

خضار

روبان

مشوات

37%

38%

14%

5% مع االصدقاء6%

عند مشاهدة التلفاز

ف الرحالت

عند سماع الموسقى

بعد الوجبات

What’s your favorite place to buy chips?

Figure (20)

We can conclude from the graphic that the percentage of those answered “from grocery store” is 56%, and those answered “from supermarket” is 44%. It is clearly evident that the majority prefers to buy chips from the grocery store.


Figure (21)

We can conclude from the graphic that the percentage of those answered “bag” is 61%, those answered “plastic” is 16%, and those answered “paperboard” is 23%. It is clear that the majority prefers bags.

شكل العبوة المفضلة

61%16%

23%

كس

بالستك

مقوى

56%

44%بقالة

سوبر ماركت

What is your favorite purchase amount all at once?

Figure (22)

We can conclude from the graphic that the percentage of those answered one packet at a time is 35%, those answered “more than one at a time” is 50%, and those answered “a large volume at a timer” is 15%. It is clear that the majority prefers to buy more than one packet at a time.

What’s your favorite amount of salt?

Figure (23)

We can conclude from the graphic that the percentage of those answered “little” is 29%, those answered “medium” is 47%, and those answered “much” is 24%. It is clear that the majority prefers a medium amount of salt.

كمة الملح المفضلة لدك

29%

47%

24%

قلل

متوسط

كثر

كمة الشراء ف كل مرة

35%

50%

15%

واحد ف المرة

أكثر من واحد ف المرة

حجم كبر

What’s your favorite size of packet?

(24شكل )

Figure (24)

We can conclude from the graphic that the percentage of those answered “medium” is 46%, those answered “small” is18%, and those answered “large” is 36%. It is clear that the majority prefers the medium size of the package.

Do you like to try a new type when you see it?

Figure (25)

We can conclude from the graphic that the percentage of those answered “yes” is 80%, those answered “no” is 19%, and those answered “sometimes” is 1%. It is clear that the majority experiments new types.

Do you like eating chips?

حجم العبوة المفضلة

46%

18%

36%متوسط

صغر

كبر

دا عندما تراه .؟ هل تجرب نوعا جد

80%

19%1%

نعم

ال

احانا

هل تحب تناول الشبس ؟

1%1%

98%

ال

تقربا

نعم

Figure (26)

We can conclude from the graphic that the percentage of those answered “yes” is 98%,those answered “no” is 1%, and those answered “almost” is 1%. It is clear that the majority loves to eat chips.

What’s the age group?

Figure (27)

We can conclude from the graphic that the proportion of primary school is 48%, while the proportion of intermediate is 52%. It is clear that the ratio between the phases is balanced and somewhat close.

What type of gifts you prefer?

Figure (28)

We can conclude from the graphic that the percentage of those answered “cash gifts” is 59%, those answered “posters” is 16%, those answered “other” is 5%, those answered “nothing” is 1%., and those answered “synthetic pieces” is 19%. It is clear that the majority prefers cash gifts.

المرحلة العمرة

48%

52%

ابتدائ

متوسط

نوع الهداا الت تفضلها

59%16%

5%1%

هداا نقدة19%

ملصقات

غره...

ال شء

قطع تركبة

What’s the thing that attracts you always?

Figure (29)

We can conclude from the graphic that the percentage of those answered “gifts” is 20%, those answered “flavor” is 33%, those answered “the number of grains” is 9%, those answered “package size” is 5%, those answered “price” is 5%, those answered “the color” is 8%, and the proportion of those answered “the shape of packaging” is 20%. It is clear that the majority is attracted by the flavor.

What would you like to know about the product before buying it?

Figure (30)

We can conclude from the graphic that the percentage of those answered “expiry date” is 22%, those answered “flavor” is 38%, those answered “the number of grains” is 14%, those answered “price” is 13%, and those answered “exterior shape” is 13%. It is clear that the majority is interested in flavor before buying.

ما الشء الذي جذبك دائما ؟

20%

33%9%5%

5%

8%

20%

هداا

نكهة

عدد الحبات

حجم العبوه

السعر

اللون

شكل العبوة

ماذا تحبن أن تعرف عن المنتج قبل الشراء ؟

38%

13%13%

14%

النكهة22%

السعر

الشكل الخارج

عدد الحبات

تارخ االنتهاء

What’s your favorite color of the packet?

Figure (31)

We can conclude from the graphic that the percentage of those answered “red” is 19%, those answered “green” is 10%, those answered “pink” is 11%, those answered purple is 5%, those answered “blue” is 18%, those answered “oily” is 1%, those answered “green as apple” is 3%, those answered “brown” is 1%, those answered “orange” is 13%, those answered “yellow” is 13%, those answered “black” is 3%, and those answered “white” is 3%. It is clear that the majority prefers the red color for the cover.


Figure (32)

We can conclude from the graphic that the percentage of those answered “cylindrical” is 11%, those answered “round” is 21%, those answered “square” is 22%, those answered “random” is 15%, those answered “rectangle” is 21%, those answered “triangle” is 4%, those answered “shapes” is 6%, and those answered “large” is 11%. It is clear that the majority prefers the square shape.

ماذا تفضل شكل الغالف 2

11%

19%

22%15%

21%

4% 6% 2%

اسطوان

دائري

مربع

عشوائ

مستطل

مثلث

أشكال

كبر

ماذا تفضل لون الغالف 1

19%

10%

11%5%18%

1%3%1%

13%

13%3% 3%

أحمر

أخضر

وردي

موف

أزرق

ت ز

تفاح

بن

برتقال

أصفر

أسود

أبض

مالذي يذكرك بمنتجك المفضل ؟

37%

31%

16%

1%14% 1%

رسالة المنتج

الشكل الخارجي

شخصية في االعالن

هدايا معينة

موسيقى االعالن

ال شيء

What is your favorite character?

Figure (33)

We can conclude from the graphic that the percentage those answered “Batman” is 7%, those answered “Conan” is 14%, those answered “Remy” is 2%, those answered “Mickey Mouse” is 2%, those answered “Farasha” is 5%, those answered “Tom and Jerry” is 19%, those answered “Togy” is 1%, those answered “Al Temsah” is 7%, those answered “Ninja Heroes” is 1%, and those answered “Tweety” is 6%. It is evidently clear that the majority’s preferred character is “Tom and Jerry”.

What reminds you of your favorite product?

Figure (34)

We can conclude from the graphic that the percentage of those answered “the product’s message” is 37%, those answered “exterior shape” is 31%, those answered “a character in the advertisement” is 16%, those answered

ماذا تفضل شخصة على الغالف 3

2% 14%

5%2%1%

19%1%1%1%6%1%2%5%

7%1%1%

14%

1%1%2% 7% 1%1%

باتمان

كونان

رم

مك ملوس

فراشة

توم و جري

توج

التمساح

أبطال الننجا

توت

كابتن ماجد

سندرال

“certain gifts” is 1%, those answered “the music of the advertisement” is 14%, and those answered “nothing” is 1 %. It is evidently clear that the majority recalls the favorite product by the advertisement message.

What is your favorite place for advertising?

Figure (35)

We can conclude from the graphic that the percentage of those answered

“TV” is 92%, those answered “magazines” is 5%, and those answered

“radio” is 3%. It is evidently clear that the majority prefers TV as the favorite

place for advertising.

What’s your favorite channel for ads?

Figure (36)

We can conclude from the graphic that the percentage of those answered “all children channels” is 1%, those answered “Spacetoon” is 34%, those answered “Al Jazeera” for children is 3%, those answered “Art Teens” is 3%, those answered “MBC3” is 44%, and those answered “Al Magd” is 15%. Accordingly, it is clear that the majority prefers to watch advertising on MBC3 Channel.

القناة المفضلة لإلعالن

1%

34%

3%3%44%

15%كل قنوات االطفال

سباس تون

الجزره لالطفال

art teens

mbc3

المجد

مكان اإلعالن المفضل

92%

5% 3%

التلفاز

المجالت

الرادو

If you find these types which one do you prefer? (1)

Figure (37)

We can conclude from the graphic that the percentage of those answered “Liz” is 50%, those answered “Al Batal” is 3%, those answered “nothing” is 4%, those answered “Bioquliz” is 1%, those answered “Brinquliz” is 23%, and those answered “Tasaly” is 19%. Accordingly, it is clear that the majority prefers to choose “Liz” among these types.

If you find these types, which one do you prefer? (2)

Figure (38)

We can conclude from the graphic that the percentage of those answered “Crispi” is 13%, those answered “Zorro” is 13%, those answered “Tasaly” is 26%, those answered “Bioquliz” is 10%, those answered “nothing” is 27%, and those answered “Brinquliz” is 11%. Accordingly, it is clear that the majority prefers not to choose between these types.

If you find these types, which one do you prefer? (3)

اذا وجدت هذه األنواع ماذا تفضل ؟ 2

13%

13%

26%10%

27%

كرسب11%

زورو

تسال

بوقلز

الشء

برنقلز


50%

3%4%1%

23%

19%لز

البطل

الشء

لز بوق

قلز برن

ال تس

Figure (39)

We can conclude from the graphic that the percentage of those answered “Liz” is 31%, those answered “Fantasy” is 6%, those answered “FishFash” is 10%, those answered “Excel” is 16%, those answered “nothing” is 21%, those answered “Goodies” is 1%, and those answered “Brinquliz” is15%. Accordingly, it is evident that the majority prefers “Liz” among these species.

If you find these types which one do you prefer? (4)

Figure (40)

We can conclude from the graphic that the percentage of those answered “Fish Fash” is 14%, those answered “Excel” is 3%, those answered “nothing” is 34%, those answered “Zorro” is 11%, those answered “Bioquliz” is 23%, and those answered “Al Batal” is 15%. Accordingly, it is evident that the majority prefers not to choose between these species.


31%

6%10%16%

21%

1%15%

ز ل

فانتزي

فش فاش

اكسل

الشء

تسال

برنقلز


14%3%

34%

11%

23%

فش فاش15%

اكسل

الشء

زورو

بوقلز

البطل

Taste Questionnaire Results Do you like to eat snacks?

Figure (41)

We can conclude from the graphic that the percentage of those answered with “yes” is 100%, and those answered with “no” is 0%. Accordingly, it is evident that everyone loves to eat snacks.

When do you like to eat it?

Figure (42)

We can conclude from the graphic that the percentage of those answered “between meals” is 21%, those answered “during trips” is 25%, those answered “with friends” is 24%, those answered “when watching TV” is 24%, those answered “at all times” is 3%, and those answered “from time to time” is 3%. Accordingly, it is clear that the majority prefers to eat snacks during trips.

هل تحب أكل السناك ؟

100%

0%

نعم

ال

متى تحب تناولها؟

21%

25%24%

24%

3% 3%بن الوجبات

ف الرحالت

مع االصحاب

مشاهدةالتلفاز

كل االوقات

وقت اخر

Are all your family members eat it?

(43شكل )

Figure (43)

We can conclude from the graphic that the percentage of those answered “yes” is 39%, those answered “no” is 6%, and those answered “most family members do” is 55%. Accordingly, it is clear that the majority reported that most of the family members eat the snacks.

What is your favorite flavor?

Figure (44)

We can conclude from the graphic that the percentage of those answered “vegetables” is 28%, those answered “salt and vinegar” is 9%, those answered “barbecue” is 12%, those answered “cheese” is 15%, those answered “pepper” is 15%, those answered “ketchup” is 12%, those answered “shrimps” is 3%, those answered “corn” is 3%, and those answered “everything” is 3%. Accordingly, it is clear that the majority prefers to eat vegetable flavor.

Do you prefer a certain type?

ماه نكهتك المفضلة؟

28%

9%

12%15%

15%

12%3%3% 3%

خضار

ملح وخل

مشوات

جبنة

فلفل

كتشب

روبان

ذرة

كل ش

تناولونها ؟ هل جمع أفراد عائلتك

39%

6%

55%

نعم

ال

معظمهم

Figure (45)

We can conclude from the graphic that the proportion of those answered “Yes” is 55% and those who answered “No” is 45%, and accordingly it is evident that the majority prefers a certain kind of snacks.

What is it?

Figure (46)

We can conclude from this graphic that the percentage of who responded “Brinquliz” is 13%, who responded “Liz” is 16%, who responded “Lolz” is 3%, who responded “Everything” is 5%, who responded “Crispi” is 5%, who responded “Fish ash” is 3%, who responded “Bioquliz” is 3%, who responded “Tasaly” is 5%, and who responded “None” is 47%. It is then evident that the majority does not favor a particular type, and most of those preferring a certain type, chose “Liz”.

ماهو؟

13%

16%

3%5%5%3%3%5%

47%

برنجلز

لز

لولز

كل شء

كرسب

فش فاش

بوقلز

تسال

الشء

هل تفضل نوعا معنا؟

55%

نعم 45%

ال

How do you find the taste of Lolz?

Figure (47)

We can conclude from the graphic that the percentage of who did not respond is 13%, who responded that it is “Delicious” is 49%, who responded “OK” is 13%, who responded “Very Good” is 6%, and who responded “Good” is 19%. It is evident that the majority responded “Delicious”.

ما رأك ف طعم لولز ؟

13%

49%13%

6%

لم جبوا 19%

لذذ

ال بأس

جد جدا

جد

promotional campaign for the product lolz -...

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