a love story-how the search for a solution to infertility led to the birth of an amazing brand
DESCRIPTION
How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND.TRANSCRIPT
![Page 1: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/1.jpg)
A Love Story
IBX 9 Project DefenseALPHONSUS E.WAka eKLEkT!Ka
![Page 2: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/2.jpg)
There is a growing trend of standardizing and
branding of our local foods in Nigeria. Pick one local delicacy, give it a brand innovation spin and show us how you will take on
the market. Create brand identity for your local delicacy using 3 communication
posters as well as merchandising materials for your brand photo shoot explaining the
nuances of culture.
Brief
![Page 3: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/3.jpg)
Kemi works with GTB on the Island
![Page 4: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/4.jpg)
She is married to her hearthrob, Bayo.
![Page 5: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/5.jpg)
They both are
well-to-do, successful,
and upwardly mobile
![Page 6: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/6.jpg)
They both
are well-to-do,
successful, and upwardly
mobile
![Page 7: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/7.jpg)
BUT…
![Page 8: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/8.jpg)
They are CHILDLESS.
For the last 6 years of their
marriage, they have not been able to have a
child.
![Page 9: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/9.jpg)
Kemi LONGS to cuddle a baby, her baby. That she
bore and birthed.
Universal Human Truth
![Page 10: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/10.jpg)
Kemi LONGS to cuddle a baby, her baby. That she bore and birthed.
![Page 11: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/11.jpg)
Bayo is INFERTILE
Obstacle
![Page 12: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/12.jpg)
Maami loves Kemi. Kemi is her
sunshine, her life, her only daughter. But she has been
diagnosed with Ovarian cancer. It is malignant. It has ravaged Maami so badly that
the Medics say she has got just barely 14 months to live.
Conflict
![Page 13: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/13.jpg)
Maami wants to hold Kemi’s baby in her
arms before…
![Page 14: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/14.jpg)
… She Passes On!
![Page 15: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/15.jpg)
So how does a Brand Specialist cum Statistician help her??
![Page 16: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/16.jpg)
Reading books voraciously online
and offline Spending long hours thinking Consulting Midwives, Medical
and Native Doctors Talking and interacting with folks
on how to find a way round this obstacle
I went sleuthing…
![Page 17: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/17.jpg)
One day, while sitting at Iya Gbenga’s Boli
Grill,I Got IT!
While sitting at Iya Gbenga’s Boli Grill,… I got It!
![Page 18: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/18.jpg)
More women than men bought
Boli from Iya Gbenga Especially women between
ages 20 to 37 Smart, Pretty, Moneyed, some
with their cars
Consumer Behaviour
![Page 19: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/19.jpg)
I went back into my Library to
study in order to find out why this was so. That was when I made some SHOCKING Discoveries!
WHY?
![Page 20: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/20.jpg)
Darwinian/Evolutionary-
Eating Boli reminded them of what they did in their bedrooms with their partners.
Insight
![Page 21: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/21.jpg)
-Boli has been pharmacologically proven
to induce, sustain and maintain erection.
-It tackles frigidity, reduces impotence, and boosts sexual performance and sex drive in males and females as well as preventing premature ejaculation.
Reasons To Believe
![Page 22: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/22.jpg)
Challenge
But how do we make Boli readily available to the likes of Kemi who might want to snack
on Boli but are either too touche or too busy?
![Page 23: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/23.jpg)
Big Idea
The HOT AIR phenomenon is a
patented invention in USA known as
Modified Atmosphere Packaging.
![Page 24: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/24.jpg)
![Page 25: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/25.jpg)
Product Description
Bobo Nutty™ is roasted plantain packaged in a sealed air-tight wrapper containing Hot Preservative Gas using the Modified Atmosphere Packaging.
The inside of the plantain is filled with either Groundnut, Cashew nut or Coconut ie 3 Flavours.
![Page 26: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/26.jpg)
![Page 27: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/27.jpg)
The 'pop' sound which would occur when the wrapper is
opened, due to the Hot Air™ inside, would be the Tribal
Badge and would even be used in media Communication
materials.
Tribal Badge
![Page 28: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/28.jpg)
Tag Line Bobo Naughty... Be Naughty, It’s Allowed. Bobo Nutty… Something For Your Something. The Best Thing Since Agege Bread... Bobo Nutty. Packaging Bright cylindrical packaging with the logo embossed on
the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.
Marketing Launch Strategy
Tag LineBobo Naughty... Be Naughty, It’s Allowed.Bobo Nutty… Something For Your Something.The Best Thing Since Agege Bread... Bobo Nutty. PackagingBright cylindrical packaging with the logo embossed on the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.
![Page 29: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/29.jpg)
Sausage Rolls (Gala, Beefie, Chunkie) Plantain Chips Fruits
Competitors
![Page 30: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/30.jpg)
1) Edumercial/ Infomercial
2)Campaign Of Calumny Against Sausages
3) Tuface, Flavor and Lynxx As Product Ambassadors and Celebrity Drivers like
Omotola
4) Product Launch on Valentine’s Day
Marketing Launch Strategy
![Page 31: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/31.jpg)
Market Launch Strategy
Edumercial/
Infomercial
Market Launch StrategyEdumercial/Infomercial
![Page 32: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/32.jpg)
Market Launch Strategy
Campaign Of Calumny Against
Sausages
Market Launch StrategyCampaign
Of Calumny Against
Sausages
![Page 33: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/33.jpg)
Market Launch Strategy
Tuface, Flavor and Lynxx As
Product Ambassadors and Celebrity Drivers like
Omotola
![Page 34: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/34.jpg)
Market Launch Strategy
Product Launch On Val’s Day
![Page 35: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/35.jpg)
Price, Packing and Packaging
Bright cylindrical packaging with the logo embossed on the Air tight wrapper.
The Plantain will be filled with either Groundnut, Cashew nut or Coconut (3 Flavors)
1 wrapper=N200 A Roll consisting of 5
wrappers=N1000 A Carton contains 100
wrappers
![Page 36: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/36.jpg)
Target Market
Young Women between 21 and 37
Successful Smart Middle Class Tech Savvy Aspirers, Explorers
and Succeeders.
![Page 37: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/37.jpg)
Need Of Target Market
They want to enjoy sex with the one they love and choose
They enjoy local snacks especially Boli
But they would prefer it neatly packaged and hot
![Page 38: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/38.jpg)
Brand Creative Idea- Empower Him To Please
You
Positioning
![Page 39: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/39.jpg)
Sales Outlets in Shoprite, Palms Shopping
Malls, Addide, Pep etc Sales on Traffic by retailers Mobile Racks patrolling corporate spaces in VI,
Lekki, TBS, CMS
Place
![Page 40: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/40.jpg)
Kemi and Her Hubby, Bayo bought into the
Boli Culture. 13 Months after, Kemi and Bayo welcomed a
bouncing baby boy. They named him EKUNDAYO Maami carried her Grandchild before passing
on 3 months after.
Epilogue
![Page 41: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/41.jpg)
Kemi and Bayo have 2 more kids They are still happily living in their home in
Lekki Phase 2.
Epilogue
![Page 42: A Love Story-How The Search For A Solution To Infertility Led To The Birth Of An Amazing BRAND](https://reader037.vdocuments.us/reader037/viewer/2022102922/54773fd3b4af9fee6d8b46e3/html5/thumbnails/42.jpg)
♫You don hear of Bobo Nutty? Say Bobo Nutty (Repeat).You don chop Bobo Nutty? Say Bobo Nutty (Repeat).E better pass Agege Bread, say Bobo Nutty (Repeat). E go help your guy to knack you well-well, say Bobo Nutty (Repeat).If you want Bobo Nutty, say Bobo Nutty. (Repeat)Abeg say Bobo Nutty, Say Bobo Nutty. (Repeat)Everybody wants Bobo Nutty, say Bobo Nutty. (Repeat)Yes, Bobo Nutty, Oya Bobo Nutty, Yes, Bobo Nutty, Ngwa Bobo Nutty, Yes, Bobo Nutty, Yes, Bobo Nutty. ♪
The End