Tentative Opportunity AnalysisFor

Competitors• Fritolay, ITC, Parle (chips)• Fritolays-Lehar, Bikaner (Mixtures)• HUL- Kissan, Gopal Ji, Hamdard, Fun Foods,

Mapro, Kraftfoods- Hershey’s (Flavoured Syrup)

• Traditional food outlets & sweet shops on local level.

• S&A Foods (Sweets)

Competitor Analysis

• MNC’s with high and diversified communication.

• Competitor’s Wide SKU’s and product line.• Competition has Wide and penetrated

distribution network.

Target Market• Geographic—

– Mainly exports.– Food chain in metro 2tier and 3tier cities.– SKU’s present in all major TT’s and MT’S

• Demographic -- – Adoloscents – GenX– Young Boomers– Old boomers

NOTE: Looked upon as a provider to the affluent segment .

Communication Objective

• Increase category demand.• Awareness through presence

(distribution).• Repeat purchase.

Opportunity For Communication Strategies & Tactics

• New segment– Demographics (people in late 50’s to 70’s) with

products such as Sugar free Sweets and Low cholesterol mixtures.

– 2 and 3 tier cities with Ice-cream carts invading HUL’s market.

• Geographic– Entering new geographies which are highest in

terms of convenient food consumption.

Contd…

• New product line– Sugar free ice-creams and sweets.– Products according to local needs of the

international geographies.• New B2B markets– Institutions – hotels, pick n moves, offices,

schools, colleges. – Airline catering.

• Advertising – 35%

• Consumer promotions – 15%

• Trade promotions – 50%

Marketting budget

Opportunity for Communication

• Lacks in multi-media advertisements.• Pulsating communication needed.• Huge potential for communicating through

events.• Should enter through its smaller food chain

outlets in sub-urbs as well.• Need to work on extensive visual

merchandising(they are present but not visible).

THANK YOU