Introduction

• The Indian food and beverage sector is huge and highly

competitive in nature

• Snack is one of the major segments of the packaged food

division, which comes under the broad category consumer foods

• The market has strong growth potential in the future years

• Keeping all these factors in mind, we are coming up with a new

brand of chips and wafers to cater to the taste buds of snack
loving people in India.
 Market Research

How often people buy chips

14
65%
12

10

6
30%
4

0%
0
5%
Very Often
Often
Rarely
Never
 Flavors people prefer the most

8 4 0%

6
25%
5

4 2 0%

10%
1

0
5%
Plain Salted
Masala Masti
Cream N Onion
Lime N Chilly
 Preferred forms of Uncle chips
14 65%
12

10

4
15% 20%
2

Cheese Balls
Banana Chips
Namkeen
 Baked or Fried

30%
Fried
70% Baked
 Place were people purchase chips

30%
Grocer
Super Market
Railway Station/Bus
Stop
5% 65%
 Members in the family who consume chips

12 55%

10

6 25%
20%
4

0%
0
Children Parents Grand Parents All
Most important factor while buying chips
15%
25%

Cost
Taste
Packaging
Quantity

60%
 Market Structure
Market leader
 Frito lay with maximum share of more than 50%.

 Market Challenger
 ITC’s Bingo posing threats to all the chips and wafer
making companies
 Market Follower
 Balaji and local players such as yellow diamonds,
and other un-organised offerings.

 Market Nicher
 Parle Monaco’s smart chips-Niche of more health
conscious.
 Market Segmentation-
Demographic
• Age – 3 to 50 years
• Geographic – Pan India
 Segmentation by Occasions

 Special offers during festive seasons

 Combinations of 2 or more products

 Festivals that we will target are:

 Diwali
 Ganesh chaturti
 Durga puja
 Navratri
 Christmas
 Product Mix
PEPSICO
INDIA

Product Line
BEVERAGES FOOD

Product
7UP
UNCLE CHIPS Line
ALIVA
MIRINDA
DEW CHEETOS Length
DUKES KURKURE
AQUAFINA LAYS
GATORADE QUAKER OATS CHEESE
CHIPS
NIMBOOZ BALLS

POTATO BANANA

Product
CREAM N MASALA TANGY LIME N PLAIN
Depth
ONION MASTI TOMATO CHILLY SALTED
 Variants
Plain Salted
Uncle
Chips Masala
Masti
Cheese
Chips Cream and
Balls
Onion

Potato
Lime and
Chips
Chilly

Banana
Tangy
Chips
Tomato
 Size and weight of package :

20
gms
Small

45
gms Medium
Weight in
grams

75
gms Large

150
gms Pringle Size
 Ingredients: Masala Masti

NUTRITIONAL INFORMATION Ingredients:

  (APPROX.):  
• Potato
        Per 75g Per (20g)
• Edible Vegetable Oil
            • Spices (Chilli Powder,
Tamarind Powder, Garam
  Energy   kcal 406 109
Masala, Fennel Powder,
  Protein   g 4.90 1.33 Cumin powder, Onion
Powder, Ginger Powder)
  Carbohydrate   g 40.43 10.8
• Milk Solids
  Sugars* g 2.85 0.73 • Jaggery Salt
• Sugar
  Fat   g 25.15 0.67
• Tartaric Acids
  Sodium   mg 675 180 • Lactic Acid
 Price

Cost Analysis

Product
Cost Advertisement
Cost
Sr. No. Size Quantity (in Price (in Rs.) Price (in Rs.) Price (in
grams) for FRIED for BAKED Rs.) for Zip-
Lock

1. Small size 20 05.00 7.00 -

2. Medium 45 10.00 12.00 15.00

3. Large 75 20.00 22.00 29.00

4. Pringle 150 120.00 122.00 -

 Special family pack
Sr. No. Product Quantity Cost (inRs.)

1. 500 mL Pepsi Bottle 2 30 X 2= 60

2. Pringle Sized Pack 1 1 X 120 = 120

3. Medium sized pack of Chips (Fried) 5 5 X 10 = 50

4. Medium sized pack of Cheese Balls 2 2 X 10 = 20

    Total 250
 Product Cost breakdown
(Fried chips)in Rs

Size Cost Margin C&F Distributor Retailer MRP

Small 2 1 0.4 0.6 1 5

Medium 4 2 0.7 1.3 2 10

Large 7.3 7 1.6 2.1 2.5 20

Pringle 24 39 9 19 29 122
 Product Cost breakdown
(Baked chips)in Rs
Size Cost Margin C&F Distributor Retailer MRP

Small 3.5 1.5 0.4 0.6 1 7

Medium 6 2.6 0.7 1 1.7 12

Large 8 7.7 1.2 1.2 3 22

Pringle 25 39 9 9 30 122
 Place

Delhi Manufacturing Unit Mumbai Manufacturing Unit

25 C & F Agents 25 C & F Agents

700 Distributors/Wholesalers 375 Distributors/Wholesalers

Retailers Retailers
 E Selling
• Once our product acquires a good market position,
products could also be ordered through official
website of pepsico and indiamart.com

• Enable people residing abroad to send Uncle Chips

gift packs to specified locations in India
 Promotion
Television Radio

Internet
Cost of Film Making:-
The cost of making a TV advertisement is explained
in the following figures:
Cost (in ₹)

Equipment 20,000

Crew 60,000

Production 1,00,000

Misc. 60,000

TOTAL 2,40,000
 Cost of Advertisement
Television
Channel Time slot Frequency (per hr) Cost (in Rs)
Pogo 12.30 to 2.30 pm 8 20,000 X 32/day
Hungama 5 to 7.00 pm X 15 days
CN = 96,00,000
Disney
Sab Tv 8 to 11.00 pm 8 1,40,000 X
24/day X 15 days
=5,04,00,000
Star Plus 8 to 11.00 pm 8 5,00,000 X
24/day X 15
=18,00,00,000
TOTAL 24,00,00,000
 Cost of Radio Advertisements
(Mumbai)
Channel Time Slot Frequency Cost(in Rs)

Radio Mirchi 9am to 11.30 am 25 7000 X 25/day X 15

6.30 pm to 9 pm

Radio City 9am to 11.30 am 25 7000 X 25/day X 15

6.30 pm to 9 pm

Total 52,00,000
Mascot
Cost of Mascot

1 Mascot X 2 Cities X 5 Malls X Rs 500 X 2

weekends(4 days) = Rs 20,000

Cost of free Samples

Rs 3 X 400 packets X 2 weekends (4 days) X 5 Malls X

2 cities = Rs 48,000
Cost for Advertising on Facebook
• CPM Model
• 160x600 sky scraper ad on the right side of
page
• 728x90 header ad on the top of the page
• Rs 5000 X 15 days = Rs 75,000
Twitter Page
CLEAN N GREEN ENVIRONMENT
CAMPAIGN

We will ask our customers who buy any product of Uncle

Chips, to return 10 empty packets of the same and in
return they will be provided a free Toy Car