Bautista

Cruz
Dayacap
Galang
Kabatay
Ravalo
Yee
Zialcita
BRAND ROLE
COMPETITVE
SET AND
FRAMEWORK
CONSUMER
INSIGHT
CONSUMER
TARGET BRAND ESSENCE
BRAND BENEFITS BRAND PROPOSITION
BRAND TONE
BRAND PERSONALITY
BRAND BEHAVIORS
BRAND CODES
BRAND VALUES
3.14
X AXIS
6.65
BASE MARGIN
5.95
TOP MARGIN
4.52
CHART TOP
11.90
LEFT MARGIN
11.90
RIGHT MARGIN
The World of Snacks
DIFFERENT PRODUCTS UNDER THE INDUSTRY
Heavy
Light
S
w
e
e
t

S
a
v
o
r
y

Plain Bread
Baked Goods
Desserts
Chips/Chichirya
Peanuts/Nuts
Candies
Chocolates
Biscuits
Pizza
Burger/Sandwiches
Fries
Packaged Cakes
Instant Noodles
Street Food
Native Snacks
Ice Cream
Fresh Fruits
Fruit Cup/Bowl
Yoghurt
Pasta/Pansit
Dimsum
3.14
X AXIS
6.65
BASE MARGIN
5.95
TOP MARGIN
4.52
CHART TOP
11.90
LEFT MARGIN
11.90
RIGHT MARGIN
The World of Snacks
DIFFERENT PRODUCTS UNDER THE INDUSTRY
Heavy
Light
S
w
e
e
t

S
a
v
o
r
y

Plain Bread
Baked Goods
Desserts
Chips/Chichirya
Peanuts/Nuts
Candies
Chocolates
Biscuits
Pizza
Burger/Sandwiches
Fries
Packaged Cakes
Instant Noodles
Street Food
Native Snacks
Ice Cream
Fresh Fruits
Fruit Cup/Bowl
Yoghurt
Pasta/Pansit
Dimsum
Urc: a BRIEF DESCRIPTION
- Traces its beginnings all the way back to 1954 founded by John Gokongwei
- established in 1966 pioneering 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)
DIFFERENT SNACKS IN URC
BISCUITS
CHIPS
CONFECTIONARY
INSTANT NOODLES
DIFFERENT SNACKS IN URC
BISCUITS
Cookies: Presto, Cream-O, Dewberry
Crackers: Magic Flakes, Magic Creams, Magic
COATED, CHIPS
Wafers: Wafrets Sticks
Pretzels: Choco Pretzels, Knots
CHIPS
Corn 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
CONFECTIONARY
Hard 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 Cup
Noodles, Nissin Yakisoba
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)
BRAND ROLE
Economy / Affordable
Lifestyle / Niche
BRAND ROLE
Healthy Option
COMPETITIVE SET
Skyflakes, Rebisco Crackers
COMPETITIVE SET
All other biscuit brands like cookies,
sandwiches, wafer
?
Hardworking wage-earners

ages 18-35

SEC CD

prioritizes their work

Matipid and goes for the sulit
TARGET MARKET
TARGET MARKET
Hello, Im
POPOY!
TARGET MARKET
- Wage-earner/student
- Hardworking

- Simple but exudes confidence

- Thrifty, on a budget

- Very friendly

- Versatile

TARGET MARKET
BeLIEVES

IN THE Value of hard work

That Sacrifices are necessary despite
difficulties

that life should not be boring but should
be fun
and full of surprises

THAT RISKS ARE
necessary for success

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.
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 your
hunger whether you are on the go or not.
BRAND BENEFITS
EMOtional:
satisfying, uplifts self-esteem, social enabler*,
relieves stress (caused by hunger)
Reason to Believe:
High quality, crispy, toasted and tasty
crackers with a light flaky texture.
BRAND PROPOSITION
The only major cracker brand that offers a wide variety of
crackers that is affordable, crunchy, and delicious.
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
Magic will never be
-gloomy
-boring
-selfish
-individualistic
-repetitive
-static
BRAND PERSONALITY
?
- hardworking, satisfying, fast,
easy, light, simple,
convenient

- John Lloyd Cruz
- Relatable to everyone
- Not the alpha male
- Approachable
- Mabait (Kind)
- Humble
- Hardworking

BRAND PERSONALITY
BRAND CODES
BRAND CODES
BRAND CODES
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.
BRAND ESSENCE
The only cracker brand that
continues to surprise
BRAND ROLE
COMPETITVE
SET AND
FRAMEWORK
CONSUMER
INSIGHT
CONSUMER
TARGET BRAND ESSENCE
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.

Hardworking wage-
earners (government
workers, drivers), ages
18-35, SEC CDE, who
are 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. category
competitors
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 feed
your 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.
BRAND BENEFITS BRAND PROPOSITION
The only major cracker
brand that offers a wide
variety of crackers that is
affordable, crunchy, and
delicious.

BRAND TONE
- 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.