Market Strategy – Too Yumm

PRODUCT
TARGET
PROMOTION Product Life
Air Popped and Baked chips. Key taglines - ‘Fried Not, Chinta Not’, ‘Eat Lot, Fikar Not’, Cycle Stage
Gen Y and Gen Z between
Available in 80gm, 50gm and 25gm packs. 15-35 years, with 25-year- ‘Anywhere, Anytime’. 3 year old fast
olds being the bull’s eye. Brand Ambassador – Virat Kohli; resonates with brand’s growing brand
Use of matte black as a cue for premiumness focused on
and use of pop colors to grab customer PERCEPTION idea of delivering taste and health.
customer
attention. A healthy and tasty alternative to acquisition through
traditional snacks appealing to a new high ad spend and
Present in 265 Tier 1 & 2 cities and towns across India. generation of health-conscious Ranges from Rs 5 to Rs 40 across different package. sales promotion
Also present in limited international Markets. consumers. with overall loss
₹5 pack comprises 55% of total volume sold.
making operations.
PLACE PRICE

93.8% of respondents picked
Market taste as the primary factor that
determines their choice of chips.
Only 25% of the respondents routinely
spotted Too Yumm products at various
department stores/kirana shops.
Major target group clusters such as
colleges, corporate parks etc. no longer
functional due to covid.

Survey 62.5% of respondents described 68.8% of respondents were averse to

themselves as health conscious
Insights with 43.8% making a conscious
effort to choose healthier snacks.
Only 60% of the respondents who had
tried Too Yumm were repeat buyers.
trying new brands, reflecting high
stickiness in the category.

Strengths/Opportunities Weaknesses Threats

 Key retail challenges & way forward

CHALLENGES FACED BY TOO YUMM IN RETAIL

1. Customer retailer conflict – Customer prefers smaller packs, but the retailer does not
earn margin in those.
2. Seeing is buying. Consumers won’t spend more than 15 minutes (BCG) and will only
buy pre-decided items. Furthermore, with consumers reducing store visits, it will be
Product Price Promotion Place important to push brand recall.
3. Consumers choosing fresh foods over packed foods – growing concern during
COVID19.
4. Brand perception – healthy is not tasty.
5. With target customer clusters disappearing due to covid and young adults moving back
home, purchase decisions are being made for the family as a unit by a representative
individual who may not be a target customer at present.

Our approach moving forward

Shelf placement In-store promotions/Shopper In-store manpower
engagement

1. Categorize points of sale into kirana stores, local departmental stores, branded stores, fast food outlets.
2. Conduct primary research for each of the above store types by surveying store owners/distributors.
3. Differential strategy for the three pillars basis patterns observed in the primary research.

Questions we will consider: Questions we will consider: Questions we will consider:

1. Do stores practice differential placements? 1. How can we let the customer browse through the 1. Do store owners/salespeople have incentive to
2. If yes, how to improve grabbing attention? If not, items in times of COVID? push Too Yumm? Can we create value for them?
how can we get customers to come to the 2. Can this be bundled with other products? 2. Do they understand the product? Can they tell
product? the customer its points of differences?