Professional Documents
Culture Documents
Submitted To:-
Prof. Dr. Amit Rangnekar
By:-
Rahul Vaswani
Chetana‟s R.K Institute of Management & Research
Roll No:116 (M3, MMS Marketing)
Introduction to the Indian Wafer Snacks Segment
The branded players account for 2,000 crores of the market size
•Lays
•Kurkure
Frito-lay •Lehar Namkeen,
•Cheetos
•Uncle Chipps
ITC •Bingo
Snacks • Cheeslings
Competitive Rivalry
Threat of substitutes.
Final Verdict
Introduction STAGE
Growth
Maturity
Product Modification
Re-branding Strategies
Decline
Product Strategy:-
Lays flavours. Tomato Tangy, Classic Salt, Cream „n‟ Onion are the
popular “westernized” variants, while “Magic Masala” and “Lime
Masala” are aimed at craving the Indian-taste.
• Launched in 1999, the brand symbolizes the spirit of India with its
Cheetos such as Cheese Puffs & Masala Balls. The product differentiation
is apparent in terms of design and shape. Also the inclusion of
„cheese‟ as an input material distinct it from other brands.
Pricing Strategy
Realizing the direct threat posed by Bingo to its market share, Fritolay
revamped its‟ branding strategy for all leading brands.
For Lays, the company signed on ambassadors Saif Ali Khan & MS
Dhoni. Indianized versions of Lays were also launched after Bingo‟s
success with Indian flavours. These included Chat Street,
Aside from Juhi Chawla, the company also signed on Kareena Kapoor
for the “Desi Beats” version of Kurkure.
DISTRIBUTION STRATEGY
Product strategy
Pricing strategy
Promotional strategy
Distribution strategy
Product strategy
Simply Salted
Tangy Tomato
Crazy Chat
Macho Masala
Marketing Strategy of Parle‟s Smart Chips
Pricing strategy
Similar to competitors, Smart Chips comes in two SKU‟s. Rs. 5
for a 25 gm pack and Rs. 10 for a 50 gm pack
Promotional strategy
The ad campaign, handled by Thoughtshop Communications,
features Aamir Khan advocating the benefits of baked chips over
the fried ones taking a subtle shot at competing brands
Distribution strategy
Being a veteran player in the food and snacks segment, Parle
already has a well-established framework of distribution through
its biscuits and other snack offerings. This has enabled Parle to
distribute Smart Chips effectively, reaching millions of retail
outlets.
Thus, with the advent of Smart Chips, Parle has carved out a
small niche for itself aimed at the health conscious snack-lovers.
However, it remains to be seen how this product performs in the
Frito-Lay's Success Mantra – Right Strategy at the Right Time
Consistent Communication
Fritolay‟s communication is one of its key strengths. It has managed to create a distinct image for all its brands –
Kurkure, Lays among others. Any launch of a new variant/line extension is supported by a 360 degree marketing
campaign to create awareness and induce trials.
1) http://www.imagesretail.com/support_jan_suplychain.htm
2) http://www.televisionpoint.com/news2009/newsfullstory.p
hp?id=1244814371
3) Official Websites of Fritolay, Parle, Balaji, Bingo among
other brands
4) http://www.afaqs.com/perl/news/story.html?sid=20324
5) http://www.moneycontrol.com/news/business/frito-lay-
loses-snack-mkt-share-to-itcs-bingo_300325.html
6) http://www.bizdewz.com/parle-monaco-smart-chips-vs-
lays-or-aliva/
7) http://www.afaqs.com/perl/news/story.html?sid=25651
8) http://economictimes.indiatimes.com/news/news-by-
industry/cons-products/food/Balaji-Wafers-a-name-to-
reckon-with-in-Gujarat-snacks-
market/articleshow/5367599.cms
THANK YOU