Group 6Sidharth Nikhra (32), Deepthi P (33), Mohit Paliwal (34), Swarnima Pandey (35), Kavita P (36)
Brand History • Launched in 1992, Uncle Chipps was a pioneer in branded potato chips in India. • Market leader with 71% market share until 1998. • Saw competition bring its market share down to 3035% by 2000. • It was brought down to 0.95% by 2012. • Originally owned by the Uncle Chipps Company Ltd, it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000.
COMPETITIVE LANDSCAPE • PepsiCo Inc enjoys 35.5% market share in Sweet and Savoury Snacks category in 2012. • Frito-Lay India maintained category leadership, boasting a 36.5% value share in 2012. • In 2012 however value share decreased slightly due to the strong competition from regional players. • With many serious players in the market, the price-based competition intensified and customer loyalty enjoyed by the segment was eroded.
Market Share Geographies
Categories Companies
200 200 201 201 201 201 8 9 0 1 2 3
India
Sweet and Savoury PepsiCo Inc Snacks
40.1 39.3 37.4 36.7 36.5 35.1
India
Sweet and Haldiram Foods Savoury International Ltd Snacks
23.0 24.2 24.1 24.1 23.7 23.5
India
Sweet and Balaji Wafers Pvt Savoury Ltd Snacks
7.0 7.2 7.5 7.9 8.3 8.8
India
Sweet and Savoury ITC Group Snacks
6.6 6.7 7.2 6.8 6.6 6.9
Brand Share
Brand Share- Uncle Chips
CONSUMER BEHAVIOUR ANALYSIS • Manufacturers are expected to launch new products which are both healthy and tasty. • Niche products like low-fat, sugar-free and low-salt snacks are expected to gain popularity. • Consumers will eventually give more importance to the ingredients used in making the product.
• Demand is expected to come from rural areas, which are still not saturated like the urban market. • Growth will be mainly attributable to high sales from snacks at lower price points priced between Rs5-10. • Manufacturers will come up with innovative flavours and shapes to drive sales, mainly targeting children.
Weaknesses
Strengths 1) A strong brand name
1) Low market share
2) Belongs to the world leader in savory snacks
2) Does not have a nationwide availability
3) Known to follow quality standards
3) Weak social media marketing
SWOT Opportunities 1) Product innovation 2) Capitalize on brand personality 3) Introduce new variants 4) Increase its online presence
Threats 1) Brands like Balaji Wafers, Parle Wafers, Lays, Yellow diamond 2) External changes like government taxes and policies 3) Easy product substitution
4) Lower cost competitors
Objectives Current market share in the Wafers segment is 8.8% i.e. approximately Rs. 602 crores, hence Uncle Chipps needs to up its ante to compete with local brands as well. Product market expense needs a leverage in order to promote the brand through advertisements Consumer interaction needs an impetus mainly through social and digital media as well as print media The youth of today needs to see Uncle Chipps in a different light Due to high recall value of the product, any investment made in marketing will act as a long term benefit.
Marketing Strategies
Target Markets Demographics
Youth
Kids
Family
Party & Functions
Geographical- Current Serial No
1
2
3
Product
Uncle Chipps Potato Chips INR 5 Uncle Chipps Potato Chips INR 10
Uncle Chipps Potato Chips INR 5 Uncle Chipps Potato Chips INR 10
Uncle Chipps Potato Chips INR 5 Uncle Chipps Potato Chips INR 10
Flovour
State
Plain Salted
Uttar Pradesh, Uttarakhand, Jammu and Kashmir, Himachal Pradesh, Haryana, Punjab, Bihar, West Bengal, Jharkhand, Orissa, Arunachal Pradesh, Assam, Meghalaya, Mizoram, Sikkim, Manipur, Nagaland, Tripura, Chandigarh, National Capital Territory of Delhi, Andhra Pradesh, Chhattisgarh, Goa, Gujarat, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Rajasthan, Tamil Nadu, Andaman and Nicobar Islands, Dadra and Nagar Haveli, Daman and Diu
Spicy Treat
Uttar Pradesh, Uttarakhand, Jammu and Kashmir, Himachal Pradesh, Haryana, Punjab, Bihar, West Bengal, Jharkhand, Orissa, Arunachal Pradesh, Assam, Meghalaya, Mizoram, Sikkim, Manipur, Nagaland, Tripura, Chandigarh, National Capital Territory of Delhi
Papri Chat, Sendha Namak, Chilli Masala, Jhakaas Tomato Twist
Uttar Pradesh, Uttarakhand, Jammu and Kashmir, Himachal Pradesh, Haryana, Punjab, Chandigarh, National Capital Territory of Delhi
Geographical – Proposed North
West
PAN INDIA South
East
Positioning- Proposed • 1. Connection: Uncle Chipps is „warm playful, lively,
companionable and traditional-at-heart', just like the Uncle everyone in the family related to and no family gathering is complete without.
2. Value addition: The brand will offer various range of chips with many flavors made especially for India. Together with many new flavors, including new addition, it will easily catch the imagination of Indian consumer.
Product Line- Current Existing Product line • • • • • •
Chilli Masala Jhakaas Tomato Twist Paapri Chaat Plain Salted Sendha Namak Spicy Treat
Product Line - Expansion
Price/Quantity- Proposed 10% North
33% West
PAN INDIA South
50%
25% East
Advertising Television Commercials/Youtube • TVC will also run in regional languages. Social Media • Facebook & Twitter Sign Boards and Hoarding • Tier 1 and Tier 2 Cities and Rural Market Print Media • News Paper , Magzines
More Marketing strategies1. Sponsorship • College Events • Cultural Events • Mall kiosk promotional events 2. Continue with the discounts Product innovation• Introduction of new flavors 3. Collaborating with kids cartoon characters
Distribution Outlet • Collaboration to retail chains to promote the product • Visibilities all across the retail areas with banners, posters and sales offers. • Stacks and shelves in cheap rates should be provided to small daily needs shop, so that they also promote our product. • It should be in reach of the customer, mode and medium can vary.
How are we going to do that?
Social Media- Facebook • An online marketing campaign – Share your Hi5Moment • This encourages one to participate in the campaign. • People will share their happy moments with family, friends or colleagues that they have enjoyed having uncle chips as a part of the meal. • We will winners also, winner will get a special gift hamper of uncle chips • Introduction to a FB app, which allows customer to play games such as cross word or some math puzzles.
Social Media- Twitter • An online marketing campaign – Share your #Hi5MomentwithUncleChips • This encourages one to participate in the campaign.
Brand Ambassador- Optional • Someone who is famous among young and old both. • A personality which resemble the positioning of the brand “The ORIGINAL Chips of INDIA”. • The personality can be a from film fraternity, a sports star.
Launching event Grand launching event • It gives a complete media coverage • Before the event prints advertisements in news paper and TVC. • We can cash on the Brand name of the brand Ambassador.
• This will create a buzz in the market and in the customer also. • This buzz and curiosity will give the brand a grand new launch
Budgets Media Budgets• TVC- 10 crore (Target- Kids channel, Youth channels) Repeat shows slots • Print and radio – 1 crore Social Media• Facebook App- 50 K • Twitter - Free • Youtube - Free Physical Hoarding and Banners • Hoarding & Banners- 5 Crore Launch Event Cost- 35 lakh Miscellaneous Expenses- 1 Crore
Why only Uncle Chipps? • As we know Pepsico has a lot of brands in its basket. • Uncle chips is the only brand which people can associate with because of its large heritage that they had. • People still remember the catchy tag line “Bole mere lips , I love uncle chipps ”. • Its Re-introuction will trigger emotional connect easily with the consumer.
Conclusion • Pepsico has lost its market share in recent years. • Re- Introduction will ultimately Pepsico‟s market share will increase. • Consumer will get more options to choose from.
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