Tentative Opportunity AnalysisFor

Competitors• Fritolay, ITC, Parle (chips)

• Fritolays-Lehar, Bikaner (Mixtures)

• HUL- Kissan, Gopal Ji, Hamdard, Fun Foods, Mapro, Kraftfoods- Hershey’s (FlavouredSyrup)

• 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).

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