MARKCASE: IIML

Objective: Develop Strategies and Solutions to enable an upstart in the packaged snacks industry to build brand awareness in
a cost effective manner to compete against the big boys in the space.

Solution:

The solution we have thought of, is developed around ‘Packaging Driven Marketing’ .

Why we are going ahead with this category?

 Though Digital medium of marketing is prevalent in today’s time, there is a lot that needs to be worked upon when it
comes to consumer experience. The penetration of Digital media is not extensive as far as certain interior regions are
concerned.
 The Digital media leading to increased sales in Offline mode is a long process. The major reason for going ahead with
‘Packaging Driven Marketing’ was leveraging the benefit of Impulse buying.
 A lot can be communicated to the consumers through a packaging that is not possible through Digital medium. An
innovative packaging and a premium feel can deliver a lot when it comes to trust by the consumers.

Packaging solutions we want to go ahead with-

 Use of Bio-Degradable material for packaging- Plastics have long been used as a material for packaging and still it
finds a dominance in the chips packaging industry. But as the global warming phenomena is gearing up, a lot many
consumers have shown there inclination towards environment friendly packaging. So, it’s the right time, we can go ahead
with a material that can be recycled after use and also holds a premium feel in hand.
 Zip packaging- It is observed that many a times people consuming a big ‘sharing packet of chips’ like to consume it in
intervals, this makes packaging a bit difficult as then it is exposed to air and the chips lose their crispness. Here, we want to
introduce a zip packaging system but only for the Rs 40/- (sharing) category. Additionally, introducing zip packaging in only
one variant, can also result in up-selling, as consumers may prefer a zip packet at the expense of a little extra money.
 AR (Augmented Reality) – With technology scaling up, many companies in the consumer devices space have
developed AR to provide immersive experience to the consumers. The same can be extended in this regard, and ‘Forbidden
Foods’ can be first mover in chips industry. The consumers can just scan the packaging and it will run in virtual reality in the
smart phones, this will create an interactive touch point for the sell of the item.
 QR Code on the packet – People always love brands that teaches them something, so with the help of the QR code,
consumer can know what are the ingredients of the chips and how fresh they are. Additionally, it will display some recipes
that the chips can be used in to enhance the experience.

Parameters to consider-

 Consumer touch points – At every step, the above measures create touch point for the consumers to interact,
increasing the chances of impulse buying.
 Consumer data collection – The interactions at the touch points will be collected, and sales projections can be
monitored.
 Scalability –The Idea is scalable with slight modifications and use of technology which can increase the
acceptance rate.
 Virality – As the target group considered is aged between 15-25 years, the age group is technology equipped
and loves experience. This will surely lead to consumers trying out the product, and later the quality can be delivered to
keep the consumer hooked.