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THE INDIAN SNACKS INDUSTRY

The snack market is worth Rs. 4500 5000 cr. [branded snacks worth Rs. 2200 cr.]. Its growing at a rate of 30% per annum. Mainly dominated by the unorganized sector, according to Apeda survey around 1000 items and 300 types of savories are sold across India. Branded snacks sold at rate of 25% more than the unbranded ones. Potato chips dominate the market which are also sold locally.

Source

SNACKS BRANDS IN INDIA

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PepsiCo, Inc. lays, cheetos, kurkure, uncle chips, etc. ITC. limited bingo. Haldirams boletos, taka tak, whoopies, etc Procter and Gamble Pringles. Kelloggs cheez-its, etc. Balaji chataka pataka, wafers, etc.

Source official websites and Google images

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LAYS
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Type : potato chips Current owner : PepsiCo, Inc. Origin : 1938 Founders : H.W. Lay company. Key people : Manu Anand, (CEO, MD - India), Albert P Carey (president - globally) Website : www.fritolay.com

Source -

Frito Lay [PepsiCo India]

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Mission to grow best snacks on earth. The leader of the Indian snack industry. For more than 75 years, Frito Lay has enjoyed growing the best snacks on earth starting with simple, farm-grown ingredients. Frito-Lay is also dedicated to giving consumers a wider range of healthier choices.

Source www.fritolay.com

BINGO!
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Type : potato chips, finger snacks Current owner : ITC Foods Origin : 2007 Founders : ITC ltd. ITC Foods Key people : Ravi Naware (CEO, India) Website : www.bingo.com www.bingeonbingo.com

ITC Foods snacks

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Mission to capture 25% market share in snacks market of India in 5 years. Strategically timed and launched the product around the world cup to cash the popularity among the people. The launch of Bingo represents ITC Foods fifth major line of business after the highly successful staples, biscuits, ready-to-eat and confectionery products.

Source www. itcportal.com

THE LEADING PLAYERS OF SNACK MARKET - INDIA

Source www.scribd.com

MARKET RESEARCH
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Source
Schools Vidyaniketan public school,
Nirmalarali public school

College MES PU College, Cathedral PU

College. Parts of Indiranagar, Malleshwaram, Vijaynagar, etc BMTC Volvo buses.

Target people age group 15 30 yrs old.

CONSUMPTION OF SAVOR SNACKS

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FLAVOUR PREFERENC E

PREFERE NCE OF SNACK

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PRICE PREFERENCE

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SATISFACTIO N OF FLAVORS

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QUANTITY SATISFACTION

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BRAND IMAGE

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HOW DID THEY KNOW ??

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QUALITY ? ??

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REQUIRE BRAND AMBASSADORS ? ?

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INTERESTING ADS ? ? ?

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THE USP
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The unbeatable taste of lays.

Launch of all the 16 flavors in the snack market at one go.

THE 4Ps LAYS

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PRODUCT
Classic Salted Indias Lime n Masala Indian Magic Masala Indian Mint Mischief Chaat Street bindaas bhel style. Spanish Tomato Chilli Chineese Wafer style Caribbean Hot & Sweet Lays Stax and many more . . . .

PRICE
Small Rs. 3 & Rs. 5 Medium Rs. 10 Large Rs. 20 Stax Rs. 50

THE 4Ps LAYS

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PLACE
Kiryana shops Grocery stores Supermarkets Hyper markets Cyber cafes Telephone booths

PROMOTION
Celebrity ads Promotional campaign : - chala change ka chakkar Buses advertising lays and kurkure Wafer racks in stores Interactive games on website www.whatstheprogram.co m

THE 4Ps - BINGO!

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PRODUCT
Bindaas masti chaas Chatkila nimbu achar Tandoori paneer tikka Tomato mischief Chilli dhamaka

PRICE
Small Rs. 5 Medium Rs. 10 Large Rs. 20

Achaari masti
International cream n Onion Natkhat masala Red chilli bijli and 7 more . .

THE 4Ps - BINGO!

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PLACE
Kiryana shops Grocery stores Supermarkets Hyper markets All Biyanis Future group stores [food bazaar, big bazaar, etc] HORECA

PROMOTION
Humorous ads, intriguing names. 4 lac Bingo racks distributed to stores. Alliance with Biyanis future group Sponsored many Bingo remix nights in clubs Interactive games on radio Bingo Tick Tock Boing Grabbed 20 spots on Radio One and Radio Mirchi for promotion Website www. bingo.com

STP
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SEGMENTING Products segmented on basis of culture and tradition.

SEGMENTING Segmented products on basis of taste and nature of locality of people.

STP
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TARGETING Targeting all the age group from children to old ones. The whole Indian family especially the housewives.

TARGETING Main target is people of age group 18-30 who try out different flavors.

STP
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POSITIONING No one can eat just one. The products positioned as tasty fun snacks, are sweet flavors.

POSITIONING Positioned with irresistible flavors to bring the Indian taste into products. Most crunchy potato chips.

SWOT ANALYSIS LAYS

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STRENGTH Globally recognized leader in manufacture and marketing of snack foods. Tie-up with PepsiCo Various other products such as Cheetos, Uncle Chips, Kurkure, etc Lays stax and Rs. 3

WEAKNESS Non-veg. flavors could not be sold in the Indian market. No promotion of Lays Stax.

SWOT ANALYSIS LAYS

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OPPORTUNITIES New product launch Aliva. Can target the youth with various offers on packs of Cheetos and Uncle Chips.

THREATS Competition from the various local brands in the snacks market. Huge competition of ITCs Bingo, [market share of 16% in 14 months].

SWOT ANALYSIS - BINGO!

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STRENGTH Tie-up with Biyanis Future Group helped in promotion. Abundant availability of raw materials 16% market share in 14 months. Cost-cutting measures applied on advertising.

WEAKNESS No availability of Bingo Stax and Rs. 3 pack. Lack of adequate quality control and testing methods.

SWOT ANALYSIS - BINGO!

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OPPORTUNITIES Can tie up with Cocacola, [coke + bingo]. Can also tie-up with Haldirams to gain the major share in the snack market. Launch of non-veg. flavors. Parle product launch Musst Bites

THREATS Brand names of Lays, Uncle Chips, etc create a major impact on sales. New product launch of Frito lay. High taxation.

THANK YOU
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