magic flakes brand identity report without videos

5/20/2018 Magic Flakes Brand Identity Report Without Videos

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BautistaCruz

Dayacap

Galang

KabatayRavalo

Yee

Zialcita


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BRAND ROLE

COMPETITVE

SET AND

FRAMEWORK

CONSUMER

INSIGHT

CONSUMER

TARGETBRAND ESSENCE

BRAND BENEFITS BRAND PROPOSITIONBRAND TONE

BRAND PERSONALITY

BRAND BEHAVIORS

BRAND CODES

BRAND VALUES


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The World of Snacks

DIFFERENT PRODUCTS UNDER THE INDUSTRY

Heavy

Light

Sweet

Savory

Plain Bread

Baked Goods

Desserts

Chips/Chichirya

Peanuts/NutsCandies

Chocolates

Biscuits

Pizza

Burger/Sandwiches

FriesPackaged Cakes

Instant Noodles

Street Food

Native Snacks

Ice Cream

Fresh Fruits

Fruit Cup/Bowl

Yoghurt

Pasta/Pansit

Dimsum


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The World of Snacks

DIFFERENT PRODUCTS UNDER THE INDUSTRY

Heavy

Light

Sweet

Savory

Plain Bread

Baked Goods

Desserts

Chips/Chichirya

Peanuts/NutsCandies

Chocolates

Biscuits

Pizza

Burger/Sandwiches

FriesPackaged Cakes

Instant Noodles

Street Food

Native Snacks

Ice Cream

Fresh Fruits

Fruit Cup/Bowl

Yoghurt

Pasta/Pansit

Dimsum


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Urc:a BRIEF DESCRIPTION

- Traces its beginnings all the way back to 1954founded by John Gokongwei

- established in 1966pioneering the salty snacks industry with Chiz Curls, Chippy,

Potato Chips all under the Jack N Jill brand.

- At present: a fully integrated corporation, has three divisions/businesses

- Branded Consumer Food Group (BCFG Domestic and International)- Agro-industrial Group (composed of Universal Corn Products, Robina Farms, and

Robichem)

- Commodities Group (sugar and flour division)


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DIFFERENT SNACKS IN URC

BISCUITS

CHIPS

CONFECTIONARY

INSTANT NOODLES


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DIFFERENT SNACKS IN URC

BISCUITS

Cookies: Presto, Cream-O, DewberryCrackers: Magic Flakes, Magic Creams, Magic

COATED, CHIPS

Wafers: Wafrets Sticks

Pretzels: Choco Pretzels, Knots

CHIPSCorn Chips:Chippy, Mr. Chips, Taquitos,

Tostillas Natural Potato:Potato Chips, V-Cut

Fabricated Potato:Piattos, Roller Coaster

Extruded / Pelletized:Chiz Curls Multi-Grain:Nova Mixed Snacks:Pic-A Granny Goose:

Tortillos, Kornets

CONFECTIONARYHard Boiled:Maxx, Dynamite Deposited:X.O.Gummies / Jellies:Jojo Gummies Lollipops:

Star Pops Marshmallows:Wiggles Soft:Lush

Enrobed:Cloud 9, Big Bang, Chooey, Monster

Munch Panned:Nips

INSTANT NOODLES

Pouch Noodles:Payless Mami, Payless

Pancit Shanghai, Nissin Yakisoba, Nissin

Ramen Cup Noodles:Nissin CupNoodles, Nissin Yakisoba


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BRAND ROLE

- Magic Flakes is the Flagship Cracker brand of URC. (Cream-O being the

flagship of URC as a whole)

- Category: IN the cracker category, IT is the brand that has many varieties, if

not the most

- pang masa brand of crackers

- Convenient snack alternative for consumers

- Neutral (not junk food, not really healthy) snack line in the snack products of

URC (under band Jack n Jill)


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BRAND ROLE

Economy / Affordable

Lifestyle / Niche


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BRAND ROLE

Healthy Option


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COMPETITIVE SET

Skyflakes, Rebisco Crackers


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COMPETITIVE SET

All other biscuit brands like cookies,

sandwiches, wafer


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?


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Hardworking wage-earners

ages 18-35

SEC CD

prioritizes their work

Matipid and goes for the sulit

TARGET MARKET


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TARGET MARKET

Hello, Im

POPOY!


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TARGET MARKET

- Wage-earner/student

- Hardworking

- Simple but exudes confidence

- Thrifty, on a budget

- Very friendly

- Versatile


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TARGET MARKET

BeLIEVES

IN THE Value of hard work

That Sacrifices are necessary despitedifficulties

that life should not be boring but should

be fun

and full of surprises

THAT RISKS ARE

necessary for success


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CONSUMER INSIGHT

I am a person who values time above anything else.

Everything about me revolves around time. For me,

every second is precious because of my hectic

schedule. I am constantly in meetings, classes, work,

ETC. I do not want anything to waste my time

that is why I want to consume everything on

the go.


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BRAND BENEFITS

Functional:It is a very accessible & convenient cracker brand that

doesnt give up taste for convenience and good value for

money

- It is a light snack that will immediately feed yourhunger whether you are on the go or not.


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BRAND BENEFITS

EMOtional:satisfying, uplifts self-esteem, social enabler*,

relieves stress (caused by hunger)

Reason to Believe:

High quality, crispy, toasted and tastycrackers with a light flaky texture.


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BRAND PROPOSITION

The only major cracker brand that offers a wide variety of

crackers that is affordable, crunchy, and delicious.


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Magic will always be

Fun to hang out with

Exciting

Full of surprises (Magical)

Can spend time well with any crowd

(kids to adult)

Bring people together


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Magic will never be

-gloomy

-boring-selfish

-individualistic

-repetitive

-static


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BRAND PERSONALITY

?


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- hardworking, satisfying, fast,

easy, light, simple,

convenient

- John Lloyd Cruz

- Relatable to everyone

- Not the alpha male

- Approachable

- Mabait (Kind)- Humble

- Hardworking

BRAND PERSONALITY


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BRAND CODES


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BRAND CODES


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BRAND CODES


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BRAND VALUES


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BRAND VALUES

This brand believes that time is precious and it should

never be wasted. It gives importance to work and aims

to help the consumer by satisfying their hunger withoutslowing them down.


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BRAND ESSENCE


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BRAND ESSENCE

The only cracker brand that

continues to surprise

BRAND ROLE CONSUMERF ti l It iBRAND BENEFITS BRAND PROPOSITIONBRAND TONE


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BRAND ROLE

COMPETITVE

SET AND

FRAMEWORK

CONSUMER

INSIGHT

CONSUMER

TARGETBRAND ESSENCE

I am a person who

values time above

anything else. Everything

about me revolves

around time. For me,

every second is preciousbecause of my hectic

schedule. I am constantly

in meetings, classes,

work, etc. I do not want

anything to waste my

time that is why I want to

consume everything on

the go.

Hardworking wage-

earners (government

workers, drivers), ages

18-35, SEC CDE, whoare always on the go

and prioritize their

work no matter what

they are doing.

Magic Flakes is the

Flagship Cracker brand of

URC. (Cream-O being the

flagship of URC as a

whole)

Category: one of the

cheapest vs. categorycompetitors

pang masa brand of

crackers

Convenient snack

alternative for consumers

Neutral (not junk food,

not really healthy) snack

line in the snack products

of URC

DIRECT: Skyflakes,

Fita, Rebisco

Crackers

INDIRECT: All other

biscuit brands like

cookies,

sandwiches, wafer

The only cracker that

continues to

surprise*

- Functional: It is a very

accessible, convenient

cracker brand that

doesnt give up taste for

convenience, good value

for money

- It is a light snack that

will immediately feedyour hunger

- Emotional: more

satisfying, uplifts self-

esteem, social enabler*,

relieves stress

- Reason to Believe: High

quality, crispy and tasty

crackers with a light flaky

texture.

The only major cracker

brand that offers a wide

variety of crackers that is

affordable, crunchy, and

delicious.

- on the go;

colors: red,

blue, white;

lightning,

magical

- Filipino,

uplifting, light,stress-free,

recharging

BRAND PERSONALITY

- hardworking, satisfying,

fast, easy, light, simple,

versatile

BRAND BEHAVIORS

Magic will always be....

-cool

-fun to hang out with

-exciting

-full of surprises (magical)

-can spend time well with

any crowd (kids to adults)

-bringing people together

Magic will never be....

-gloomy

-boring

-selfish

-individualistic

-repetitive

-static

BRAND CODES

- Lightning bolt

BRAND VALUES

- This brand believes that

time is precious and it

should never be wasted.

It gives importance to

work and aims to help

the consumer by

satisfying their hunger

without slowing them

down.


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magic flakes brand identity report without videos

Documents

brand role magic flakes

magic creams

flagship cracker brand

pang masa brand of crackers

jack n jill brand

potato chips

different snacks

knotschipscorn chips