ABSTRACT

“OYE HOYE” brand that made a lasting

mark on the Pakistani snacks industry with
potato chips that celebrate the lighter side
of life. We analyze & identify Market
strategies applied by the brand and find the
gaps between b/w consumer and brand to
conclude the recommendations.

“OYE HOYE” Submitted To: Minhaj Ikram

Report on OYE HOYE (United Snacks)

Classification: Internal
 United Snacks
OYE HOYE

Group Member’s
)
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OYE HOYE

Table of Contents

Introduction................................................................................................................................3

Background................................................................................................................................4

Vision.............................................................................................................................4

Mission...........................................................................................................................4

Marketing Strategy Target Market.............................................................................................4

Marketing Mix...............................................................................................................5

Market Segmentation.....................................................................................................6

SWOT Analysis -----------------------------------------------------------------------------------------------------6

Hofstede Cultural Dimension of Pakistan & How it affects the Product..................................7

Research Analysis..................................................................................................................... 9

Conclusion & Recommendations.............................................................................................11

1.
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OYE HOYE

Introduction:

The brand with a great touch of a class behind these creative advertisements “Oye Hoye” is known to
challenge status quo. Being a young and fresh brand, we can witness that it is reflecting innovations in
the huge market and challenging giants. Oye Hoye challenges lays which is not an easy job but Oye
Hoye has managed it in an applauding manner. It leverages their Pakistani spirit and brings some
mouth-watering national flavor to the game of potato chips. They made very interesting ads by
introducing character named OOCHI the role played by renown actor Fawad Khan, curly haired, track
suit an incredible persona that combines epic fails and tall tales. One of Oochi’s many quirks is a face
which shows that his life might be Oye but in chips, he always keeps Oye Hoye as his first preference.
Mr Mohammad H. Muggo is the CEO of OYE HOYE. The brand was launched after a full year of
intensive research on name, flavour profiles and package design to safeguard against any
eventualities. It launched with six different tasty flavours Salt, Barbeque, Tomato, Salt & Pepper,
Masala, and Cheese Oye Hoye has challenged the other monopolistic snacks and chips brands in the
country. Later with the success of these flavours they introduce a new unique scrumptious flavour
known as Patakha Mirchi. Their tagline is: “Life mein OYE”, chips mein sirf “OYEHOYE”
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OYE HOYE

History:

“OYE HOYE” brand that made a lasting mark on the Pakistani snacks industry with potato chips that
celebrate the lighter side of life. United Snacks Limited aspires to meet the growing demand for
quality food and snacks in line with the evolving trends of the global snacks industry. The product is
made from top quality potatoes produced locally. Leveraging 6 decades of experience in the FMCG
Industry and it was launched in feb 2016 by United Snacks which is sister company of United
Industries, makers of Kashmir Banaspati. Since United Industry establish in 1962 are committed to
help discover people hearts delight with their different products that improve life. Strong Distribution
network across Punjab and Khyber Pakhtunkhwa.

Vision:
“We aim to create distinction in the snacks market and become a leading brand not just
within the country, but also expand pur reach beyond Pakistan”

Mission:
“Our Mission is to go beyond the ordinary to drive food trends. Our contagious energy and
fresh thinking fuel our growth and results in shaping quality snacks for our consumers.”

Marketing Strategies & Target Market:

These delicious chips are meant to target the growing youth of Pakistan which are yet to discover the
flavoursome taste of premium quality snacks. Their aim is to become a leading brand and to market
the product not within the country but the aim to expand the brand beyond Pakistan. At the time of
Brand launch OYE HOYE started their marketing campaign by making ads such like launching
renown actor Fawad khan which appeared to be in character of OOCHI who is tension free guy as
there are so many things happening in his life but to lose them up, he always choose OYE HOYE.
This ad was new attraction and approach for young people so that they can always easily replace OYE
HOYE with any other brand. They also become partner with Coke as their products were seen with
the Fanta logo on their all new flavours. At the time of launch there was a research done in the form
of focus group and quantitative research which covers data from consumer end. The matt finished
packaging gives this brand an amazing opportunity to stand out among different Monotonous local
brands of chips. It would not be wrong if we say that the packaging of OYE HOYE gives a consumer
instant clues about a high value for money product enclosed the brand persona defined by packaging
and brand name itself resonates with the image of the typical Pakistani youth who is ready to adapt
the future, yet remains confident and passionate in his Desi ways of expressing fun. At the time of
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OYE HOYE

launch there was a research done in the form of focus group and quantitative research which covers
data from consumer end.
Marketing Mix:

Product: Price:
 Masala Small Pack – Rs 10
 BBQ Medium Pack – Rs 30

 Tomato Large Pack – Rs 50

 Salt & Pepper

 Namkeen
 Yeh Cheese
 Green Chaska
 Gol Gappa
 Patakha Mirchi
Limited Edition
 Karachi Kings
 Smoked Seekh
Placement: Promotion:
 Retail Market  Television Ads
 Corner Shops  Online Channels
 Discount Stores  Newspapers
 Convenience Stores  Billboards
 Hyper market  Magazines
 Super Market  Celebrity endorsed Marketing strategy
like: Fawad Khan & Zaid Ali
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MARKET SEGMENTATION:

Using different types of market segmentation it allows to target customer based on unique
characteristics which are as follows:
Geographic:
This segmentation has been used by brand to make their brand not limited to Pakistan but to expand it
out of the country.
Demographic:
Brand targets young generation from children to adult because they tend to try new flavours as soon,
they launched in the market.
Psychographic:
This segmentation plays a vital role on consumer’s psychology like the brand introduce different
flavours with colour and printed packaging which attracts the youth. Also we have seen through ads
that how brand tried to make their place by introducing new ideas in market.

Behavioural Segmentation:
Making brand promotion during some occasion just like happened in PSL 2019 OYE HOYE launched
their new flavour Smoked Seekh Karachi Kings so it goes with occasion and people will love it.

SWOT Analysis:
Strength:
 Local brand.
 Good reputed.
Weakness:
 Limited to the local market.
 Elite class doesn’t buy this more often.
Opportunity :
 They can introduce more flavours and bring diversity with the changing tastes of people.
Threats :
 Major Competitor. (For example: lays, super crisp, kurleez, slanty etc.)
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Hofstede Cultural dimensions of Pakistan & How it affects OYE HOYE:

Geert Hofstede a leading expert in cultural values classification, developed a model of four
dimensions of natural culture that help to explain the basic value difference in culture say for example
in Pakistan.

He knows that the cultural differences can act as a barrier to communication and that they could affect
his ability to build the connections and motivating the peoples, So how can he began to understand
that these differences in cultures and work effectively with people belonging and relating to different
cultures.

These dimensions show the effects of a society’s culture on the values of its members and also how
these values are related with their behaviours and these dimensions also help to distinguish one
culture from the other. These dimensions provide us with a perspective of culture for ourselves as well
as a perspective of how rest of the others perceive their culture and also these dimensions provide
clarity and a starting place for cultural awareness.

The Hofstede proposed four major dimensions along which the cultural values could be analysed. The
model distinguishes and also differentiates the different cultures according to the following four major
dimensions.

1. Power distance
2. Uncertainty avoidance
3. Masculinity v/s femininity
4. Individualism v/s collectivism

All these cultural dimensions will be discussed one by one and separately according to cultural values
of Pakistan and how it affects to OYE HOYE brand.

Power distance:

This dimension deals with the fact that all the individuals in societies are not equal. It expresses the
attitude of the culture towards these inequalities amongst us. Pakistan is at score of 55 in power
distance index which is quite high. Relating this theory to our brand OYE HOYE. The elder ones in
country have authority to make every decision for the household and as we know brand is more
concerned to the young ones so that they can enjoy their product. OYE HOYE tried their best to make
place in the market over young minds, but somehow, they failed to produce good market strategy.

Uncertainty avoidance:

The dimension uncertainty avoidance has done with the way that a society deals with the fact that
future can never be known, i.e. should we try to control the future or just let it happen. It is basically
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the extent to which the members of the culture feel threatened by the ambiguous or unknown and
unforeseen situations and have created beliefs and institutions that tried to avoid these. In this
dimension Pakistan have higher score of 70. In uncertainty avoidance, if we see that young and
children who are very fond of this brand and are addicted to this but when they come to know that
company will produce no more product then what will be the reaction of people that they start
stocking product that they don’t know what will happen. Other than this there would have more
situations like company raise the price, bad product ingredients etc.

Masculinity v/s femininity:

In this, masculinity side of this dimension represents a preference in society for achievement, heroism,
assertiveness and material rewards to achieve success. And on the other side, felinity stands for a
preference for cooperation, modesty, caring for the weak and lastly the quality of life. Pakistan scores
50 in this dimension and it is a intermediate score and here it cannot be said that the Pakistan has
preference to masculinity or femininity. In the case of Oye Hoye chips there is no restriction on either
masculine or feminine to purchase and consume the chips means it is the right of both masculine and
feminine to purchase chips both have equal rights towards the purchasing power of that brand.

Individualism v/s collectivism:

The high side of dimension called individualism is defined as: “preference for a loosely-knit social
framework in which the individuals are expected to take care of only themselves and their immediate
families. On the other hand, collectivism represents a preference for a tightly knit framework in
society in which individuals can expect their relatives/ members of a particular in group to look after
them. In this dimension Pakistan has a very lowest score which is only 14. It clearly shows that the
Pakistan is considered as a collectivistic society. Pakistan is a collectivistic society means if only one
member want to purchase OYE HOYE chips then he must realize that it is better to purchase just for
him/her but to purchase for whole family so that whole family can enjoy it at the same time.
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OYE HOYE

Research on Consumer:

Research or Consumer we make a survey

through different approaches and target
people with young mind who are enthusiast
of food. We found that people are more
concerned with taste which is not good as it
assumed. Packaging was found good as it
seems people loved the printed art on
different packets, it also found that the ads
were productive, and people loved the
character which was played by Fawad
Khan. By taking survey and making
interviews with retailers regarding pricing of the product and found that the retailer was having less
profit margin which obviously also become the reason for some corner shops to not keeping the
product at their stores. As discussed above mostly 70% consumers didn’t liked the taste so much as
few of them says it taste mixed with other brands which were making them confuse to choose OYE
HOYE.
People Responses on Few asked Questions:

Following Gaps were found during survey are as follows:

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OYE HOYE

 Taste was not good as its taste mix with other brands
 Consumer feedback is poor.
 Retailer profit margin was less
 Consumer didn’t recognise the brand.
 Brand didn’t target elite class to keep up the branding.

Conclusions & Recommendations:

Sale of OYE HOYE is nearly down because they need to improve their taste quality and work on
Marketing strategy to target elite class to keep up with branding and keep the stock at big stores and
make sure of product availability there. They must make strategies to bring something unique and
new to their brand so that elite class may be attracted towards the brand and so that they start to
consume this brand not their competitors brand.

Following points are to be considered for Recommendations:

 Make sales team strong and well trained so they can overcome with the starting hurdles and
make a smooth run for sales also sales team must be paid handsomely in order to work
happily that increases productivity. By maintaining the KPI for sales, company may lead to
other brands.
 They already have productive ads but need to work more on content and marketing strategies
by following which company will surely get strong place in the market so that the consumers
easily recognises and differentiates the brand among its competitors in the market.
 Make a strong feedback pole among people so that company could work on weaknesses and
take lead into that big market where competitors are there to give company tough time. The
company must conduct interviews and also research through their questionnaires in order to
investigate consumer’s demands and tastes that they want to see in the brand.
 Start campaign to keep branding strong and compare our product with other brands so that
you know what changes you should make. Also introduce more favourable flavours with
different shapes by taking research and by knowing the demands and tastes of the consumers
and then position the brand accordingly in order to capture the market in this world of
competition.
 Start online buying and selling product at doorstep, work on website features and improve
feedback panel so that people trust could build up with brand and it also reduces and save
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especially the time of the consumers and they feel convenient to order and receive at their
doorsteps.
 As from the consumer behaviour towards brand and also from their feedback it was found
that the taste of the chips resembles and mixes with other brands so consumers cannot
identify uniqueness so company must tries to make strategies in order to bring uniqueness in
its brand so that when consumers uses that, they clearly identify that this is Oye Hoye chips.

By following all the above points company must maintain its KPI in different units whether its sales
or marketing because it would become the source of company to lead in the market.