SALUDOS

Nachos with a twist!

 MARKET OVERVIEW

• 58% of the millennials prefer snacking on salty snacks, with the sales and volume
growth for salty snacks increasing by 4% y-o-y (Source – P.L.M.A. Report)
• In spite of one-third of the consumers shifting towards healthy snacks every year,
60% wish there were more healthier options to choose from, even with a slew of
new product launches with health-related claims (Source – Mintel Research)
• The daily intake of cereals and pulses is lower than the Recommended Daily Intake
by 25%
• Intake of nutrients such as Iron, Proteins, Thiamine and Niacin is also lower than
the Recommended Dietary Allowance by ~20%
• Obesity affects one –third of millennials, primarily because they tend to eat a quick
snack or fast food, rather than regular, nutritious meals
 PRODUCT PORTFOLIO

DORITOS SIMPLY DORITOS

Fun-for-you category Better-for-you
category

SALUDOS
Good-for-you
category
 GAME CHANGING IDEA
• The primary ingredients will be grains which have never been used to make
Nachos - Amaranth (Rajgira or the forgotten food grain) and Sorghum
(Jowar) with Gram Flour as the binding agent. These three, combined with
additional salts and spices, will give a burst of taste and nutrients in every
crunchy bite you take.
• Health Benefits – Amaranth – Highly fibrous, lowers cholesterol, aids
digestive health, appetite suppressant, good source of energy Sorghum –
Rich source of Niacin – boosts energy levels, Tannins – help fight obesity
Gram Flour – Healthy unsaturated fats and fibre– lowers cholesterol, Iron
and Thiamine – helps during fatigue, low glycaemic index – keeps weight in
check.
• Nutrients– Iron, proteins, fibre, antioxidants, calcium,
vitamins (thiamine and niacin), non-fried, baked/roasted
and gluten-free.
• Girochos will plug the existing gap for a nutritional and
tasty product, which will be similar to the popular nachos
but have a unique identity. Its simple but catchy name will
prove to be a hit with consumers, especially youngsters.
RAW MATERIALS COST (FOR A 50 GRAM
PACKET)
COSTING SHEET
TARGET SEGMENT

• Generation Z (under 20 years) and

Millennials (21-35 years)
• Residing in Urban Areas – primarily
Tier-1 and Tier-2 cities in India
• Coming under the Grade A or B as
per the New Consumer
Classification System
 8 Tier-1 cities
Duration – 3 months
Key Activities:
• Facebook ads – Carousel, Single-Image
(Estimated Daily Reach – 1,80,000)
• Paid Promotion on apps and communities such as
InShorts, ScoopWhoop & StoryPick
• Banner Ads on BookMyShow app & website
(Estimated Daily Reach – 1,00,000)
PHASE • 30-second Video Ads on YouTube
1 • Ads on digital screens in 4 major airports
• Standees in organized retail outlets, multiplexes,
gyms, canteens in colleges & corporate parks,
bakeries (Approx. 30 standees per city)
• Tie-ups with health and fitness bloggers on
Instagram and other social media
 15 Tier-2 cities
Duration – 3 months
Key Activities
• Facebook ads – Carousel, Single-Image
(Estimated Daily Reach – 3,00,000)
• Banner Ads on my BookMyShow app &
PHASE 2 website (Estimated Daily Reach –
1,00,000)
• Standees in organized retail outlets,
multiplexes, gyms, canteens in colleges
& corporate offices, bakeries (Approx.
20 standees per city)
• Tie-ups with health and fitness bloggers
on Instagram and other social media
 Remaining Tier-2 cities
Duration – 6 months
Key Activities
• Facebook ads – Carousel, Single-
Image
• Banner Ads on my BookMyShow app
PHASE 3 & website
• Standees in organized retail outlets,
multiplexes, gyms, canteens in
corporate offices, bakeries
• Tie-ups with health and fitness
bloggers on Instagram and other
social media