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Introduction
• The Indian food and beverage sector is huge and highly competitive in nature
• Snack is one of the major segments of the packaged food division, which comes under the broad category consumer foods
• The market has strong growth potential in the future years
• Keeping all these factors in mind, we are coming up with a new brand of chips and wafers to cater to the taste buds of snack loving people in India.
Market Research
How often people buy chips
Very OftenOften
RarelyNever
0
2
4
6
8
10
12
14
0%
65%
30%
5%
Flavors people prefer the most
Plain SaltedMasala Masti
Cream N Onion Lime N Chilly
Tangy Tomato
0
1
2
3
4
5
6
7
8
25%
20%
40%
10%
5%
Preferred forms of Uncle chips
Cheese BallsBanana Chips
Namkeen
0
2
4
6
8
10
12
14 65%
15% 20%
Baked or Fried
FriedBaked70%
30%
Place were people purchase chips
65%5%
30%
GrocerSuper MarketRailway Station/Bus Stop
Members in the family who consume chips
Children Parents Grand Parents All0
2
4
6
8
10
1255%
20%
0%
25%
Most important factor while buying chips
25%
60%
15%
CostTastePackagingQuantity
Market StructureMarket leader Frito lay with maximum share of more than 50%.
Market Challenger ITC’s Bingo posing threats to all the chips and wafer
making companies
Market Follower Balaji and local players such as yellow diamonds,
and other un-organised offerings.
Market Nicher Parle Monaco’s smart chips-Niche of more health
conscious.
Market Segmentation-Demographic
• Age – 3 to 50 years• Geographic – Pan India
Segmentation by Occasions
Special offers during festive seasons Combinations of 2 or more products
Festivals that we will target are: Diwali Ganesh chaturti Durga puja Navratri Christmas
Product Mix
PEPSICO INDIA
BEVERAGES
7UPMIRINDA
DEWDUKES
AQUAFINAGATORADENIMBOOZ
FOOD
ALIVACHEETOSKURKURE
LAYSQUAKER
OATS
UNCLE CHIPS
CHIPS
POTATO
CREAM N ONION
MASALA MASTI
TANGY TOMATO
LIME N CHILLY
PLAIN SALTED
BANANA
CHEESE BALLS
Product Line
Product Line Length
Product Depth
Variants
Uncle Chips
Chips
Potato Chips
Banana Chips
Cheese Balls
Plain Salted
Tangy Tomato
Masala Masti
Cream and Onion
Lime and Chilly
Size and weight of package :
Small
Medium
Large
Pringle Size
Weight in grams
20 gms
45 gms
75 gms
150 gms
Ingredients: Masala Masti
NUTRITIONAL INFORMATION (APPROX.):
Per 75g Per (20g)
Energy kcal 406 109
Protein g 4.90 1.33
Carbohydrate g 40.43 10.8
Sugars* g 2.85 0.73
Fat g 25.15 0.67
Sodium mg 675 180
Ingredients:
• Potato• Edible Vegetable Oil• Spices (Chilli Powder,
Tamarind Powder, Garam Masala, Fennel Powder, Cumin powder, Onion Powder, Ginger Powder)
• Milk Solids • Jaggery Salt• Sugar• Tartaric Acids• Lactic Acid
Price
Cost Analysis
Product Cost Advertisement
Cost
Sr.
No.
Size Quantity (in
grams)
Price (in
Rs.) for
FRIED
Price (in
Rs.) for
BAKED
Price (in
Rs.) for
Zip-Lock
1. Small size 20 05.00 7.00 -
2. Medium 45 10.00 12.00 15.00
3. Large 75 20.00 22.00 29.00
4. Pringle 150 120.00 122.00 -
Special family pack
Sr. No. Product Quantity Cost (inRs.)
1. 500 mL Pepsi Bottle 2 30 X 2= 60
2. Pringle Sized Pack 1 1 X 120 = 120
3. Medium sized pack of Chips (Fried) 5 5 X 10 = 50
4. Medium sized pack of Cheese Balls 2 2 X 10 = 20
Total 250
Product Cost breakdown(Fried chips)in Rs
Size Cost Margin C&F Distributor Retailer MRP
Small 2 1 0.4 0.6 1 5
Medium 4 2 0.7 1.3 2 10
Large 7.3 7 1.6 2.1 2.5 20
Pringle 24 39 9 19 29 122
Product Cost breakdown(Baked chips)in Rs
Size Cost Margin C&F Distributor Retailer MRP
Small 3.5 1.5 0.4 0.6 1 7
Medium 6 2.6 0.7 1 1.7 12
Large 8 7.7 1.2 1.2 3 22
Pringle 25 39 9 9 30 122
Place
Delhi Manufacturing Unit
25 C & F Agents
700 Distributors/Wholesalers
Retailers
Mumbai Manufacturing Unit
25 C & F Agents
375 Distributors/Wholesalers
Retailers
E Selling • Once our product acquires a good
market position, products could also be ordered through official website of pepsico and indiamart.com
• Enable people residing abroad to send Uncle Chips gift packs to specified locations in India
Promotion Television
Internet
Radio
Cost of Film Making:-The cost of making a TV advertisement is explained in the following figures:
Cost (in ₹)
Equipment 20,000
Crew 60,000
Production 1,00,000
Misc. 60,000
TOTAL 2,40,000
Cost of AdvertisementTelevision
Channel Time slot Frequency (per hr) Cost (in Rs)
PogoHungamaCNDisney
12.30 to 2.30 pm5 to 7.00 pm
8 20,000 X 32/day X 15 days= 96,00,000
Sab Tv 8 to 11.00 pm 8 1,40,000 X 24/day X 15 days=5,04,00,000
Star Plus 8 to 11.00 pm 8 5,00,000 X 24/day X 15=18,00,00,000
TOTAL 24,00,00,000
Cost of Radio Advertisements (Mumbai)
Channel Time Slot Frequency Cost(in Rs)
Radio Mirchi 9am to 11.30 am6.30 pm to 9 pm
25 7000 X 25/day X 15
Radio City 9am to 11.30 am6.30 pm to 9 pm
25 7000 X 25/day X 15
Total 52,00,000
Mascot
Cost of Mascot 1 Mascot X 2 Cities X 5 Malls X Rs 500 X 2
weekends(4 days) = Rs 20,000
Cost of free Samples
Rs 3 X 400 packets X 2 weekends (4 days) X 5 Malls X 2 cities = Rs 48,000
Cost for Advertising on Facebook
• CPM Model• 160x600 sky scraper ad on the right side of
page • 728x90 header ad on the top of the page• Rs 5000 X 15 days = Rs 75,000
Twitter Page
CLEAN N GREEN ENVIRONMENT CAMPAIGN
We will ask our customers who buy any product of Uncle Chips, to return 10 empty packets of the same and in return they will be provided a free Toy Car